Australian Skincare Company

Project 1 - International marketing plan

Background

This Australian company had developed a unique camouflage to visually correct skin conditions. The company had:

• No direct competitors in Australia or overseas
• A large, stable market which was identifiable and accessible
• One Australian outlet located away from major centres
• Manual methods that precluded outsourcing or resellers
• Gained wide publicity for which it was unprepared.

Challenge

To develop a strategy to penetrate Australian market that could be implemented with existing company resources, and could be replicated in global markets.

Solution

We conducted primary and secondary research to verify local and global market size and value.

We interviewed 92 doctors, specialists, dermatologists and distribution specialists to gain:

• Feedback on product and interest to refer or sell
• Recommendations for best locations/referees for maximum exposure and acceptance
• Positioning for maximum appeal to doctors and patients
• Recommendations for most appropriate and acceptable distribution model
• Knowledge of key market obstacles and opportunities.

Project 2:

We developed a detailed marketing strategy to penetrate the local market and to expand globally.

We created sales tools to:

• Capture and prioritise responses from media
• Promote the product cost-effectively at scientific meetings
• Support medical positioning of the product for dermatologists and patients
• Profile existing and potential partners and referees.

Outcomes

In 8 weeks the company gained:

• Comprehensive research into size and value of the accessible markets
• A detailed review of their methods and ways to optimize them
• A complete marketing strategy including alternative distribution models
• Introduction to the key referees and influencers in NSW and QLD
• Recommendations and contacts for optimum distribution points and partners
• Scripts and processes to capture and manage media responses
• Staged strategy to enable penetration of accessible markets with existing resources
• Detailed action plans to enable staged rollout nationally and globally.

Results

At completion of the project, the company was:

• poised for international publicity linked to a major clinical trial
• prepared to capitalize and manage market demand with existing resources
• attractively positioned for investment for growth.

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