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Faculty of Arts and Design

Course Name: Principles of Marketing

Course Code: MKT201\MKT201A

Dr. Rehab El Bordiny

T.A Nancy

By:

Name ID
Ola Hamdy 203271
Nour Mohamed Hafez 204121
Salsabel Salah 203417
Rawan Hossam 204365
Youstina George 202293
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Table of content:
Title Page
Introduction and History …………………………………… 4-5
Lists of products ……………………………........................... 5
Market offering ……………………………………………… 5
How the environmental factors effect on production of
Sunscreen
Macro environment
Demographic Environment ………………………………………...………………5
Natural and Cultural environment…………………………………...……………....5-6
Technological environment…………………………………………...…………….6
Micro environment
Suppliers……………………………………………………………………………... 6
Competitors………………………………………………………...……………….. 6
Marketing intermediaries…………………………………………………………6
Type of buying behavior
Dissonance-Reducing ………………………….............................................. 7
Buyer Decision Making Process
Need recognition …………………………………………………………………… 7
Information search…………………………………………………………………. 7
Evaluate alternatives ………………………………………………………………. 7
Purchasing decision ………………………………………………………………... 8
Post purchasing decision ………………………………………………………….. 8
Designs customer driven marketing strategy
Market segmentation…………………………………………………8-9
Market targeting………………………………………………………. 9
Differentiated and micromarketing ………………………………….………...9
Types of consumer product and services
Core benefit………………………………………………………………. 9
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Actual product…………………………………………………………...9-10
Products and Services Classification
Speciality products…………………………………………….…… 10
Product Life-Cycle Strategies
Maturity stage……………………………………………………………………. 10
Pricing strategy……………………………………………….10
References…………………………………………………… 11
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Introduction and History:

El Ezaby Pharmacies was established in 1975 starting their success story with one
pharmacy. They are known as Egypt’s major provider of health and personal care
products, driving the country’s healthcare sector now as a great corporation. El Ezaby
Pharmacies has a pretentious plan to boost its leadership across the region considering
its nearly 40 years worth of experience serving the Egyptian community.

With Dr El Ezaby’s far-sightedness, he was able to shift the profession of pharmacy in

Egypt. Standing apart and ahead from the very start, El Ezaby group has transformed
the outlook of health in Egypt by presenting a wide range of services such as patient
consultation, home delivery, and aiding raising awareness as well as proposing novel
operational models.

El Ezaby Pharmacies managed to invest in a prime development center upbringing the

talents of their team as they believe that success comes from the inside out. Highly
qualified professionals coach their employees and pharmacists to guarantee seamless
operation aligned with global standards. El Ezaby’s staff is known as a guaranteed
source of consultation and advice as they hire high-caliber crew members and are
constantly honing and developing their skills.

El Ezaby Pharmacies now spearheads the distribution of quality health and personal
care products through a nationwide network across 90 branches, one baby center, and
several warehouses.
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List of Products:

- Medication
- Cosmetics
- Mother and Baby Care

Market Offering:

Cosmetics: Skin care: Sunscreen

Macro-environment:

Market is stable, so there are no negative effects on the market for this company. Macro
environment is external. The environment can affect the organization like the
environment of society, political changes, natural forces and the demographic
environment.

Demographic environment:

Many women in Egypt use Sun protection from la Roche-Posay, so the demographic
environment is suitable.

Natural environment:

La Roche-Posay has 2 basic majors serving the environment: first, it makes its products
biodegradable, impact on aquatic life and renewability. Second, raw material sourcing.

Cultural environment:

Sun protection from La Roche is suitable for our society.

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Technological environment:

La Roche-Posay takes the possibility of any impact like environmental impact in every
step when developing the product. So they improve the product and share beauty as a
part of sharing beauty with all. And the company makes links and presents its product in
cites, so people start online shopping.

Micro-environment:

Micro-environment includes the company, customer, suppliers, public and competitors.

These elements help you to branding and sale by microenvironment marketing and help
you to boost branding and sales.

Suppliers:

Suppliers provide la Roche-Posay chemical products and especial packages for sun
protection that used to make the sun protection product.

Competitors:

Bioderma

Bioderma is one of La Roche-Posay’s competitors in sun protection. It makes sunblock

and sunscreen and makes a product with slightly runny cream that feels like a regular
body sunscreen like Bioderma Photoderm Max Milk (Lait).

Marketing intermediaries:

There are companies called independent firms helping goods and

services to flow from producers to end users. They can be called middlemen too. As we
know, marketing is important for any product so the middlemen play a big role in flowing
goods.
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Type Of Buying Behavior:

Dissonance-Reducing buying behavior: Which means that its consumers are highly
involved because the product is somehow expensive compared to some other brands
and also infrequently purchased, but consumers perceive little differences among
brands.

Buyer Decision Making Process:

1. Need recognition: I was buying products from the pharmacy and they gave me a
small sample of the sun protection cream by La Roche-Posay to try it and after
using it I recognized I needed to buy it.
2. Information search: I searched on the internet about La Roche’s sunscreen, its
ingredients, if it suits my skin type or not, and if there’s other brands that offer the
same product. La Roche-Posay’s sunscreen is a sun protection cream that has a
very high facial protection, water resistance, anti-shine, and protects the skin
from certain Infrared and pollution damage. There are other companies that offer
sunscreens too for example, Vichy, Avene, Bioderma, Neutrogena, and Nivea.
3. Evaluate alternatives: I searched about the sunscreen cream at Vichy, Avene,
Bioderma, and La Roche-Posay to compare between them and choose what
best suits my wants and needs.
4. Purchasing decision: My decision was La Roche-Posay’ sunscreen, because it
matches my skin type more, suits my wants and needs, and has more features
than other brands and i preferred it more.
5. Post purchasing decision: I was satisfied with the product, because its
performance met my expectations.
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Designs customer driven marketing strategy:

Market segmentation:

1. Geographic segmentation
La Roche-posay kept its high-quality products that it has known for, it gained trust
by millions worldwide. We can find la Roche products now in 50 different
countries. And to keep its position, la Roche started developing its products to
serve more customers cases and solve more skin problems especially problems
of sensitive, fragile skin.

2. Demographic segmentation
La Roche-Posay products produced for the 2 genders, males and females. It also
provides some tips to help males protect their skin.
it also has a specialized product for every age. Beginning with babies, using
products that can protect them from eczema and most common skin diseases, till
overages. It also had an anti-aging product for over 20 people to help them keep
their skin moisturized and young.
3. Psychographic segmentation
Prices are considered expensive for some social classes; range of prices are
between 200 till 700 EGP.
some personalities don’t have that awareness and the knowledge to care about
their skin
Segmenting customer markets
1. Benefits sought
Each customer waits for specific benefits that satisfy needs. Some la Roche
products are produced to mainly moisturize the skin, and others for lightening, or
solve other skin problems.
2. Usage rate
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People with high awareness and maybe with a lot of skin problems are classified
as heavy users.
and other customers are classified as medium users as their skin doesn’t need
that much care.
Market targeting
1. Differentiated marketing (segmented market)
La Roche offers a separate product with a different strategy that can protect skin
from sun and pollution. thermal spring water produced as a specific offer that
satisfies a specific need.

2. Micromarketing
La Roche products are designed to attract customer targets and suit the needs of
individuals. it relied on the simplicity in design.
Product:
La Roche-Posay products can be in markets, to satisfy the need or want for the
customers and get the attention for them. These products are just like sunblock and skin
moisturizer.
Levels of product and services:
1. Core benefit
The people who buy the sunscreen from la Roche-Posay actually don’t buy a
normal sunscreen, they buy a skin moisturizer, sun protector and product
containing the exclusive cell-Ox shield technology.
2. Actual product
It is related to the core product, it must have 5 main characteristics. First quality
level, la Roche-Posay safe its quality level above years and just developed it.
Second features, la Roche-Posay make products to solve skin problems
especially for dry and eczema prone skin like Lipikar products. Also there is
design, the design is an important characteristic that characterizes la
Roche-Posay products, they use white as the main color to express smoothing
and pure skin, and they use white and blue colors for sensitive skin products.
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Brand name is known in 50 different countries, and known by its high quality.
Finally packaging, like a partially cardboard-based tube.

Product and services classification

1. Specialty products
There are some la Roche products that are classified as an expensive product
but despite the high cost, customers are ready to make a purchase effort as
these products provide them with their needs and wants and can treat skin
problems even faster.

Products life cycles strategy

• Maturity stage:
La Roche is a credible brand and all people know it. Also it has high sales and it
is distributed all over the middle east. It has many competitors that produced
similar products like Bioderma sunblock.

Pricing Strategy:

Value based pricing: (value-added pricing)

La Roche posay is setting a high price for a new product to skim maximum revenues
layer by layer from the segments willing to pay the high price the company makes
fewer but more profitable sales.
La Roche posay is a product has a quality and image and support its higher price
buyers wanted the product at that price.
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Sources

● El Ezaby Pharmacy. About Us.https://elezabypharmacy.com/en/about/

● La Roche-Posay. (2015, February). Taking environmental impact into
account. La Roche Posay.
https://www.laroche-posay.com.au/sun-protection/sun-protection-an
d-safety
● Van, E. (2015, December11). A digital communication strategy for la
Roche Posay. Issue.
https://issuu.com/elizevanlaer/docs/final_report_65b690bca0fc0e
● Sherman, F. (2020, septemper15). What is microenvironment in
marketing? Chron.
https://smallbusiness.chron.com/microenvironment-marketing-22920
.html#:~:text=Your%20microenvironment%20includes%20your%20cu
stomers,boost%20your%20branding%20and%20sales.
● Marketing, C & marketing, S. (2018, February). Marketing intermediaries.
Monash University.
https://www.monash.edu/business/marketing/marketing-dictionary/m
/marketing-intermediaries#:~:text=independent%20firms%20which%
20assist%20in,Also%20referred%20to%20as%20Middlemen.
● La Roche Posay. (2015). Products
treatments.https://www.larocheposay.eg/en/products-treatments/Anthelios/
Anthelios-XL-SPF-50-Gel-cream-p24967.aspx