The positive reception of any product is often influenced by marketing techniques used as well as the ability to connect with customers. The rising levels of competition are pushing many businesses to adopt innovative product promotion methods. Contrary to the past settings where there was only an emphasis on the local market, it is worth noting that globalization has led to the need to capture a huge overseas market. In any marketing approach, there is the need to determine the marketing objectives, target audiences, costs, target market to be covered, as well as communication mediums to be used. The failure to consider such factors is likely to increase the cost of marketing as well as devastation to attaining the set objectives.

The product that will be featured in this paper is Clearasil; a beauty product targeting the female gender. The history of Clearasil can be traced to 1950 after its invention by Ivan Combe. It served as a dermatological brand that sought to fight acne. In the 1960s, Clearasil was acquired by Richardson-Vicks but later sold to Procter & Gamble in the 1980s. Although Clearasil was purchased by Boots Group in 2006, it was acquired by Reckitt Becker in 2012. It is under the new parent company that the Clearasil has gained an impressive global market as well as increased revenue levels.

The organization was founded in Germany in 1822 and comes with an array of consumer products. It deals with industrial chemical and beauty products. Over the years, Richardson-Vicks has changed its operations to ensure that they conform to the market settings. Currently, the product serves as one of the highly consumed dermatological acne brands. It has positioned itself to address the needs of customers and comes with a captivating product mix. When compared to other rivals products, it is worth noting that the brand seems to have positioned itself well in the market.

Under the current technological age, there is an increased need to ensure that there is the use of online platforms as a way of connecting with customers. Focusing on many Richardson-Vicks indicates that there is increased use of social media platforms such as Facebook, Twitter, and LinkedIn as a way of connecting with the customers. The increased use of these platforms can be linked to the fact that they are cost-effective and makes it possible to connect with a large client base within a short time. It is imperative to mention that social media platforms are emerging being effective marketing tools that help create global presences.

Clearasil can be defined as one of the cosmetic products that have global coverage. Although the brand was initially launched in the USA and the UK, it has been successful in capturing Asia, Latin America, and the African market. In most cases, venturing into foreign markets is marked by increased costs and other logistic issues. In the previous settings, it was vital to ensure thatRichardson-Vicks has a physical presence in each market. However, this requirement has been eliminated since it is possible to manage such markets via virtual platforms. An example can be traced in the fact that it is possible for customers to order and pay for the Clearasil products via online platforms.

Over the years, the Clearasil brand has been successful in creating elaborate distribution systems. It implies that customers in different parts of the globe can accessthe product at ease. The move is in line with one of the requirements of an ideal product mix where there is an emphasis on the convenience of accessing products. Unlike the previous settings, customers can access the product without having to visit stores. Moreover, the use of online platforms implies that customers can access the product at any time or region. The argument rests on the fact that online platforms are not restricted by time or geographical confinements. Additionally, the use of these platforms has come in handy in reducing the operational costs of Richardson-Vicks.

Other than the use of social media platforms, the Clearasil brand is also available in major stores. The use of both online platforms and physical stores has proved to be effective in increasing the awareness level of the product. In the case of stores, Richardson-Vicks has partnered with other suppliers and market players to improve the efficiency of its distribution networks. The strategy has proved to be effective in reducing the threat that is created by rivals. It has further eliminated common logistic problems when venturing into new markets. On the contrary, market penetration by the brand has proved to be easy and effective. In most cases, moving to new markets is often marked by high costs, cultrate shocks, rivalry from local players, and other complications.

The other technique that has been used in making sure that the brand has an increased market presence is segmentation. The decision to segment the market is based on the need to ensure that there is the ability to focus on the needs of each market. Some of the variables that have been employed by Richardson-Vicks in segmenting the market include region and levels of income. Through this technique, the company is in a position to adopt specific market techniques for each market. Rather than generalizing the marketing technique, it is worth noting that the grouping of the market has been useful in countering the threat that is created by local players.

On the other hand, it places the management in an ideal position to understand the needs of customers thus ensuring that there are high satisfaction levels. In most cases, poor relations between the management and customers create conflicts and gaps between the two parties. Such a situation creates the risk that customers may turn to other products. However, the Clearasil brand has addressed this problem by ensuring that there is constant communication among all stakeholders. During development of the Clearasil brand, the management has undertaken to ensure that customers are involved in the production processes.

The management has also adopted different pricing mechanisms that seek to ensure that the brand is cheaper as compared to other rival products. Through adopting efficient production processes, Richardson-Vicks has been in a position to reduce the operational costs thus making it possible to lower the price of its products equally. There is the use of the price skimming technique where themanagement charges varying prices for each market. The market price is determined by the level of income of customers as well as the price that is charged by other rival brands. In commons settings, reduction in price leads to an increase in the production level.

There is also the use of referral programs that have contributed to the creation of a large pool of loyal clients. The backbone of the referral program is ensuringthat customers are satisfied with the product being offered. Through positive reviews, it becomes possible to attract other customers. However, the efficiency of the program requires that the management and customers be in constant contact. Stable communication makes it possible for the Richardson-Vicks to address issues that are raised by customers within a short period. It further contributes to the efficacy of communicating new changes in the product to customers.

From the featured information, it is evident that Richardson-Vicks has adopted effective marketing approaches. Not only have they experienced increased revenue levels, but they have also been effective in countering the risk that is created by other rival brands. One of the techniques that have been used by Richardson-Vicks is social media marketing which entails the incorporation of platforms like Facebook and Twitter. These platforms are cost-effective and cover a wide geographical region within a short period. There is also the use of online platforms which allows customers to order and pay for the Clearasil product. The move creates efficiency and saves both time and money. Other techniques include market segmentation and the use of referral progress. The success of these marketing techniques and tools can be seen in the improved profit levels and market presence.

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