Product Analysed: Ordinary’s Vitamin C Suspension 23% + HA Spheres 2%.

1.       How does the company create awareness of its product?

The product that I have chosen is Ordinary’s Vitamin C Suspension 23%

+ HA Spheres 2%. The company creates product awareness by placing the product in the top shelves of the Priceline pharmacy so customers can see it quickly. The company also does a lot of online marketing through social media, websites and write-ups by other jounalist’s and bloggers. The company provides extensively information about the active ingredients in its products. The awareness comes from its visibility through proper placement at physical locations with good promotions that hit price points that are acceptable by most customers. The internet allows the company to push its branding through emails and promotions and discounts available through portals that sell skincare products as well. Additionally the branding is paired with famous personalities endorsing the products as well.

2.       How does the company get consumers to try its product?

The company makes it very clear as to what ingredients are in the products and uses a very limited range of chemicals thus improving customer’s trust through the perception that it creates that the ordinary does not mix a lot of chemicals. Placing the product in a pharmacy on a top shelf also increases trust. The trust convinces people to use the product.

The company also provides recommendations of various combinations of its product based on customer requirements. So all this convinces the customer to try the product because they can specifically combine it with other products if required or tailor it to fit into their skincare routine that usually consists of cleanse, exfoliate, add a serum and then moisturize.

3.       How does the company give information about the product to its customer?

The product information is available online and goes in detail about the ingredients used. The information is also available directly on the packaging of the product. Additional information is available if a customer subscribes to Ordinary emails.

4.       How does the company retain loyal customers?

The company retains its customers by consistently adding new products to try. The packaging is similar and they just show that they’ve improved their formulations by adding another single active ingredient.  Customers are almost convinced it is a product they have used in the past that has been improved a little. The price points don’t change much either which appeal to a specific segment in the market that requires a product for the skin but is not experiencing any severe skin conditions.

5.       How does the company entice the customer to buy more and use their product frequently?

By adding new products regularly with the latest ingredients and having a very low price; people are convinced to try their products. The branding also makes it attractive even if the product does not work very well. The strategy is to keep releasing new products and keeping inventories low of older products.

6.       What promotions does the company use to identify more customers?

It identifies customers through data analytics around customer user behaviour and sentiment analysis on social media networks. Based on this they create new products that will appeal to new customers by tailoring it to the mood of their target customer segment, who is people with little money and not many skin problems but want to use skincare products that look and feel good.