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Research Portfolio Aveeno Daily Moisturising Lotion | | | | | Contents 1. Introduction 5 2. Client Background 6 2.2 Product Offering 6 2.3 Direct and Indirect Competition 6 2.4 Positioning Against Competition 7 2.5 Unique Selling Proposition 7 2.6 Target Audience 7 Conclusion 9 References 10 Appendix 12 1. Introduction The purpose of this report is to identify the direct and indirect competition of Aveeno’s Daily Moisturising Lotion, the positioning and the target audience, based on the scope of a full-page print advertisement found within the August 2015 edition of the Australian magazine, ‘The Woman’s Weekly’. 2. Client Background The Aveeno brand is a subordinate brand…show more content…
As direct competition, Cetaphil Moisturising Lotion contains key ingredients such as emollients and humectants to prevent moisture loss from the skin (Galderma Laboratories 2013). Other, more indirect competition includes products such as Dove’s Deep Moisture Body wash that boasts a NutriumMoisture formula as a two-in-one moisturiser and body wash. 2.4 Positioning Against Competition The Daily Moisturising Lotion is positioned as a tonic for sensitive skin, through the references to the use of colloidal oatmeal as the ingredient-based point of difference (Johnson & Johnson, 2014). The competition, Cetaphil Moisturising Lotion, is similar in that it claims to be a strong, gentle moisturiser for dry skin, with a corresponding ingredient-based point of difference (Galderma Laboratories 2013). This ingredient-based point of difference, however, isn’t promoted to the same degree, as seen in commercials (TV Commercial Spot Cetaphil The Genty Power Gentle Skincare Products 2014). Though the Aveeno Daily Moisturising Lotion and Olay’s Complete Defense Daily UV Moisturising Lotion SPF30 share points of parity such as their daily use positioning, the specification of the Olay lotion’s SPF relegates the Aveeno to a somewhat all-round lotion. It is, however, the ingredients that take centre stage in the positioning of Aveeno’s Daily Moisturising Lotion against such

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