The marketing analysis of the range of medicinal lip balms presented at the domestic pharmaceutical market
Keywords:lip balms, cosmetic products, therapeutic cosmetics, reparative effect of cosmetics, regenerative effect of cosmetics
Aim. To conduct the marketing analysis of medicinal lip balms presented at the domestic pharmaceutical market.
Materials and methods. In the studies the data of the “PharmXplorer” / “Pharmstandart” analytical system of the company “Proxima Research”, as well as the results of in-house accounting for the sale of cosmetics in the pharmacies of the Kharkiv, Kyiv, Odessa, Ternopil regions were used. The comparative, graphic, logical, mathematical and statistical, as well as the methods of marketing analysis of the market were applied.
Results. It was determined that the market segment of medicinal lip balms was import-dependent (77.77 % of the whole range was represented by foreign companies) and segmented by different companies. Dominance of products of the leading European cosmetic companies (61.11 %) was observed. The majority (94.44 %) of the products was characterized by the complex therapeutic action described in the package insert and consisted of 2 or more biologically active substances. Firms, such as Uriage (France), La Roche (France), Belweder (France), accounted for the largest number of product lines. The domestic range of products was represented by only three companies: Biocon (3 assortment positions), “Irene Bukur” and “Siela Cosmetic” (one product line, respectively). According to the analysis of the price characteristics of the assortment it was found that more than half (66.67 %) of the assortment items were inaccessible to the population of the country since they belonged to the group of expensive products (the average weighted retail price was from 100.0 UAH and above).Conclusions. In the context of increasing consumer demands for life quality and taking into account the low level of solvency of the country’s population the development and introduction of medicinal balms with biologically active substances of natural origin, which have the therapeutic and cosmetic properties and are relatively affordable, are relevant and promising for the domestic pharmaceutical market.
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