Assessment of the Use of Sale Promotion Instruments of Lipikar Dermocosmetics by La Roche-Posay

Paulina Malinowska , Anna Zielińska-Chmielewska

Abstract

The aim of the paper was to evaluate the use of sales promotion instruments of La Roche-Posay’s Lipikar dermocosmetics line for atopic skin available in pharmacies in Poznan in the time between 01 October – 31 December 2014. The results of the analysis showed that sales of the Lipikar dermocosmetics have been activated by use of such sales instruments as: leaflets, free product samples, additional exposures of dermocosmetics in pharmacies, limited promotional packaging, special sets of products with one free of charge product and the program of rewarding each consumer who buys three Lipikar La Roche-Posay products, receiving one free of charge. Very important factor in selling La Roche-Posay Lipikar dermocosmetics are dermocosmetic consultations conducted by qualified consultants in pharmacies. The additional finding of the carried out study is that La Roche-Posay depends on building and maintaining long-lasting relationships with its customers. An example of such an action, standing out on the pharmacy market, is a program called “A Lipikar Family” offering a free annual Lipikar care for improving life quality of children with atopic dermatitis. In the analyzed period, the brand used more instruments to promote the sale of dermocosmetics atopic skin care than its competitors. All promotional actions of Lipikar products have influenced the increase of their sales in the fourth quarter of 2014.
Author Paulina Malinowska (WT / KTiAI)
Paulina Malinowska,,
- Department of Technology and Instrumental Analysis
, Anna Zielińska-Chmielewska (WT / KKG)
Anna Zielińska-Chmielewska,,
- Department of Business Activity
Journal seriesIntercathedra, ISSN 1640-3622, (B 10 pkt)
Issue year2014
Vol30
No4
Pages76-81
Publication size in sheets0.5
Keywords in Englishdermocosmetics, sales, promotion, instruments of sales promotion, pharmacy market, Poland
URL http://www1.up.poznan.pl/intercathedra/files/Intercathedra%202014%20No%2030-4.pdf
Languageen angielski
Score (nominal)10
Score sourcejournalList
ScoreMinisterial score = 10.0, 13-12-2019, ArticleFromJournal
Ministerial score (2013-2016) = 10.0, 13-12-2019, ArticleFromJournal
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