Presented By: Shan Mahmood Yang Yiming

Introduction

Consumers desire a sensation of cooling to mitigate the feeling of burning and pricking caused by prickly heat.
Prickly heat is a extremely itchy red skin rash, cause a prickling or on fire feeling. This skin rash is common in summer and also after lot of sports or exercise ( due to sweat). Summer is meant for holiday throughout the world. It is the time to take pleasure in the sunny days calming the body and mind.

Introduction
Eden Rock prickly heat powder provides quick & long lasting relief from prickly heat. It prevents skin problems like heat rash, burning sensation, athlete`s foot and other minor skin infections. It is excellent in absorbing sweat. It prevents body odor to keep you fresh, all day long. A completely researched formulation, Eden Rock prickly heat powder has no harmful effects on skin.

Product

Cooling and soothing powder

Effective in relieving itching, heat rash and skin irritation from hot weather Used after bath as an antiseptic and absorbent

Makes you feel fresh and relaxed

275 Grams

Price

2.5 euros for 275 Grams Low price strategy Target customer are generally price sensitive

Volume discounts and wholesale pricing

Place

Open market Family stores Department store Local distributors Sales force

Promotion

Personal selling Sales promotion such as discount and trials More quantities

Target Group
Prickly heat occurs to people across all age groups and keeping in mind, we are not restricted to children. Geographically, we will base our market where the climate is moderate and

summer is hot.
Our main target will be youngsters who are more attracted to sports. Also, we will target young and new mothers as they can use this product for their babies to prevent rash. Our focus is broad and we target countries in Europe, where tourist usually travel in summer for different activities ( beach).

Competitors
Product Fa Shower Gel Menthol Das Basische Badesalz Bath and powder Waschkosmetikum Snacke Brand Prickly heat Powder Availability In supermarkets and cosmetic shops (Bipa) DM Bipa Price 2.15 euro

12 euro 2.49 euro

Online (amazon)

7.15 euro/ 300 gm

Positioning Map
High Priced
Das Basische Badesalz

L o w
A w a r e n e s s

Snacke Brand Prickly heat Powder

H i g h
Bath and powder Waschkosm etikum

Eden Rock prickly heat powder

Fa Shower Gel

Low Priced

A w a r e n e s s

PRICKLY HEAT NOW IMPROVED

PRODUCT

Change the packaging to steel bottle. Differentiate product for men and women, with little changes in ingredients according to skin standards. Color to be changed from white and pink to Blue for men and Pink for women. Quantity to be reduced from 275g to 200g. Introduce powder in different sizes (50g, 100g, etc). Highlight the natural ingredients. Also, extend the product line by introducing variations in products such as, anti-bacterial, sensitive skin etc.

PRICE

Increase price to around 6 euro. In order to create an image presenting good quality. Seasonal pricing.

PLACE

Currently, product is available in only few Indian stores in Austria. If entering the market, focus will be on stores like Dm, Bipa, Appotheke, Herbal stores, Hervis etc.

PROMOTION

High TV commercials in summer. Guerrilla Marketing on beach. Bonus packages with complementary goods such as sun block. In-store free samples.