Strategic Plan for Eucerin White Therapy / Rawin Asawawiboonphan:แผนกลยุทธ์สำหรับ ยูเซริน ไวท์ เธราพี
i-ix : 137 หน้า, ตาราง
This is the study of strategic marketing plan for Euceirn White Therapy, a skin care brand from Beiersdorf Thailand Limited, focusing on the cosmeceutical skin care market. The objectives are to study the external environment, internal environment, current business situation and problem, market environment and consumer usage and attitude behavior by conducting a survey with skin care user. The author develops a marketing strategies which aim to increase Eucerin market share in the cosmeceutical skin care market and maintain the leader in this market. The author recommends Eucerin to launched new product to target a more potential segment which is the counter brand switcher group with innovative product, marketing activities. This group has not been captured by competitors yet, thus, enable Eucerin to be the leader to drive this segment.