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Marketing Plan Essay

1416 words - 6 pages

Marketing Plan

Market definition-

the sunmonitor wristband has been designed for those consumers who look for indicator which can help them to know the duration they should be out in the sun in order to prevent them from getting burnt. This band is ideal for the following set of people-

1)parents with children between the age of 5-14 (family of 4 or 5) who go on holidays to other parts of the country or some other place in the world,

2)health conscious people who want to avoid the possibility of getting sun burnt when outdoors,

3)sports persons who spend a majority of their time outdoors training and practising their respective sports, teenagers who love to be outdoors all the ...view middle of the document...

As awareness grows of overexposure to the sun’s UV rays, more consumers are likely to take extra care by using sun protection products when out in the sun.


Those in employment are more likely to use suncare products compared to those who are not in employment, according to TGI. Working status has a significant bearing on both disposable income and leisure activities, including holidaying abroad to sunny destinations.

Child population

The child population, aged 5-9 years, is set to grow by 11% (or 384,000 children) between 2011 and 2016, to reach 3.9 million children. With awareness of sun safety growing, this will fuel an increase in the number of sun protection products targeted at children Sunscreen is the most widely used suncare product in the UK

- More than three in ten (34%) adults in the UK haven’t used any suncare products, but would be interested in trying them, with a bias towards men (38%) and those aged 16-24 years (42%).

- Consumers often tend to associate the need for sun protection with sunny holiday breaks. For example, UK adults are more likely to use sunscreen when they are on holiday somewhere sunny (by implication outside the UK) (67%) as opposed to using sunscreen when they are going to be in the sun all day no matter where they are (49%).

- More needs to be done to encourage consumers to use sun protection at all times when the sun is out, even when they are at home and not holidaying abroad in sunny destinations, to avoid the risk of suffering from sunburn and developing skin cancer. In the last 12 months, around 13% of consumers have been sunburnt due to not wearing adequate protection.

- Over the past three years, the biggest rise in skin cancer has occurred in the over-55s according to Cancer Research UK, thus seniors are the most likely to be interested in using sunscreens to avoid the risk of burning and developing skin cancer (over half).

- According to Cancer Research UK, it is anticipated that there will be around 15,500 cases of malignant melanoma diagnosed per year within the next 15 years. It continues to be important to promote use of suncare at home whenever the sun is out and not to restrict use to holidays.


Bases for Segmentation:-

1) Demographic segmentation: - family of 4 –with income levels such that they can afford to go on holidays.

2)Psychographic Segmentation:- we classify our customers under this segment as sportspersons, couples on holidays, people prone to cancer

3) Behaviour Segmentation: - under this we have customers who will use sunmonitor wristbands as an indicator for getting skin burnt whenever they are out in the sun(benefit sought). Since they do not want to get sun burnt easily they will show a readiness to buy the bands and also develop a high...

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