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Neutrogena Essay

2180 words - 9 pages

1. INTRODUCTION
Neutrogena Deep Clean® Cream Cleanser 200g is one of products of Neutrogena Corporation which is known as one of the biggest brands in the personal care portfolio of Johnson & Johnson. Neutrogena Deep Clean® cleans so deeply and thoroughly that it improves the look and feel of skin with smell refreshing. Neutrogena Deep Clean® products are dermatologist tested, non-comedogenic, alcohol free, hypo-allergenic and formulated to maintain the natural pH balance of the skin for a healthy, glowing complexion skin is left refreshingly clean with no pore-clogging residue. Your complexion looks fresh and healthy; feels smooth and soft from deeper, more thorough cleansing. It is ...view middle of the document...

It is an independent company until its 1994 acquisition by Johnson & Johnson, Neutrogena Corporation manufactures and markets a line of premium-priced skin and hair care products that are distributed in more than 70 countries. The company is especially known for its innovative niche marketing and its leading product, the clear, clean-smelling glycerine soap bar that established its role as a pioneer in the skin care arena.
The report will provide detailed information about the marketing mix for Neutrogena Deep Clean® Cream Cleanser 200g whereby we can draw the outstanding conclusion of target customers’ features. Hence, it is seemingly helpful to develop the product so that the company can satisfy customers’ needs as well as achieve its objectives.
2. MARKETING MIX
2.1 Product
A product is define as a good, service or idea offered to the market for exchange (Elliott, 2010). Neutrogena Deep Clean® Cream Cleanser is a good which are physical, tangible offerings that are capable of being delivered to a customer. Because it is tangible so that the customers can see, touch and smell this product. Moreover, a product falls into two general categories which are consumer products and business products. In addition, Neutrogena Deep Clean® Cream Cleanser is product purchased to satisfy personal and family needs and producers for reselling purposes. Hence, it is classified as both a consumer product and business-to-business product in addition, obviously a convenience product due to its inexpensive price, wide distribution and frequently purchased.
As others products, Neutrogena Deep Clean® Cream Cleanser 200g has many different features that can be provide value for customers, clients, partners and society at large. According to Elliott (2010), to understand how product’s value is perceived by potential customers, it is useful to describe the product in terms of its four levels: core product, expected product, augmented product and potential product that view of product is known as the total product concept. The figure 1 below shows how product Neutrogena Deep Clean® Cream Cleanser 200g can be analysed:
Core product
Core product
Dissolving dirt, oil
Make up

Dissolving dirt, oil
Make up


Expected product product
Expected product product
Improve the look
Smells refreshing
Remove dead surface skin cells
Improve the look
Smells refreshing
Remove dead surface skin cells

Augmented product
Augmented product
Discounts
Online-buying
Protect skin from sunscreen
Discounts
Online-buying
Protect skin from sunscreen

Potential product
Potential product

Include some kind of vitamin which healthy for skin
Membership card for customers
Include some kind of vitamin which healthy for skin
Membership card for customers

Figure 1: Analysing Neutrogena Deep Clean® Cream Cleanser 200g using the total product concept.
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