Marketing plan of Calduch Laboratorios: Dermo-Suavina

Abstract

Laboratorios Calduch is a Spanish company known -especially in Castellón- for its brand Dermo-Suavina. Its products include lip balms, soap and hand cream, all of which are directly related to the skincare market. Dermo-Suavina might seem an ordinary skincare brand; however, its products have a series of properties that set them apart from its many competitors. Among such characteristics, we find that these goods are natural, traditional and ecological, besides having high quality levels and really competitive prices. Another distinctive feature from Dermo-Suavina is its 140-year-old lip balm formula, the most popular product of all and an iconic item in the province of Castellón. In this analysis both, the internal and external environment of Dermo-Suavina have been thoroughly studied. Every element regarding the brand’s situation, perspectives and possibilities have been contemplated and measured during this work, and it has been concluded that, among others, there is nowadays a social trend, a global movement, concerning the environment. Every day more citizens are concerned about the importance of taking care of nature and consume products that follow an eco friendly path. Dermo-Suavina has the full potential to offer what customers currently want and will be willing to buy in the future. Therefore, 6 objectives have been set. They will be achieved by following 14 proposed actions, to finally reach a scenario where the brand will improve its situation and positively develop in the next years. Such 14 actions will be applied during a specific period of time each one and will dispose of a particular budget. Its effects will also be measured by following the evolution of the different objectives, according to a series of methods, to achieve the aim of this marketing plan: structuring Laboratorios Calduch’s future and contributing to its development by following such plan and its different proposals.