Percorrer por autor "Teixeira, Filipe Pereira"
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- La Roche-Posay’s path to the leadership of the dermocosmetic marketPublication . Teixeira, Filipe Pereira; Celeste, Pedro Manuel Amador RodriguesPURPOSE: The dermocosmetic sector has suffered many changes in the last years, not only due to the intense competition and innovation in the market, but also the most recent alterations in consumer behavior due to the latest COVID-19 pandemic that is expected to have a long-term effect in the habits of purchase. With the explosion of the e-commerce market, consumers seeking for alternatives to the pharmacy channel, now have access to dozens of options. The online distribution of dermocosmetic is carried out by big ecommerce players, e-stores, online pharmacies and online stores from modern distribution (like Wells). With the challenge of becoming the number one brand in the dermocosmetic market, La Roche-Posay will need to balance all profiles of the market, from their priority with the pharmacy channel, the growing modern distribution (parapharmacies) and the booming ecommerce channel. METHODOLOGY: Data was collected from 180 respondents mostly from the Lisbon Area using a survey, conducted through Qualtrics. The survey focused on three sections to firstly analyze the respondent’s perception of the dermocosmetic market, followed by the brand awareness of La Roche-Posay and closing with social-demographic data. In a further moment of research, a focus group was conducted to get more information concerning the initial findings of the survey. Concerning the dermocosmetic market information, IQVIA was used to extract the Sell-Out data of the market, its evolution and main players.