Optimal Tal

Launch

Positioning

PRESENTED BY: MINGYUE CUI

Challenges & Objectives

Objectives:

• Capitalising untapped male consumer

sunscreen demographics.

• Increasing male sunscreen use

propensity via healthcare professional

recommendation.

• Strategic brand development capital.

Challenges:

• Male sunscreen usage, (10%).

• Semi-premium market segmentation.

• Unreliable application frequency

(research results).

• Far-reaching SPF protection claim (SPF

100).

Key

competitors &

white spaces

Key competitors White spaces

Coppertone

Belo

Biore

Vaseline

Body + facial sunscreen

segmentation

Value + convenience =

sunscreen use

Ingredients that cater to

popular demands

Brand success piggyback

SWOT

Strengths Weaknesses Opportunities Threats

• Product price.

• Product use

convenience.

• Relatively new

startup company.

• Lower funding power

in comparison to

established market

competitors.

• Fewer industry

professional

endorsement.

• Established

popularity of the

manufacturing

company.

• Positive market

growth outlook.

• Prior market

successes with

other products.

• Gender-neutral

advertising position.

• Greater number of

market competitors.

• Smaller market

share.

Recommendations

Affordability positioning Doctor B & C

veracity/professional

opinion positioning.

Ease of accessibility &

use

Sustainability

positioning

Young urban

professional target

market values costeffectiveness and

product-to-price

efficacy.

Demographically closer

to target market.

Greater positive

commercial value.

“80%” increase in use

from the male

demographics under

affordability.

Greenwashing to boost

marketing value.