Ch. 4 - The Marketing Environment 

After reading this chapter from the marketing textbook, I got really excited knowing that there was a lot to talk about Proactiv and their marketing environment. Their target market is made up of both males and females not forgetting teens who suffer from acne breakouts. With  Acne being the most common skin disorder in the United States, affecting 40 to 50 million Americans of all ethnicity, it is quite obvious that the makers of proactiv had their work cut out for them in the beginning but seem to have done an excellent job in curbing acne and its negative effects. In my opinion, The best thing the makers of Proactiv did was handing over marketing issues to Guthy&Renker, an independent marketing company. They have done a very good job and are probably the reason why Proactiv is the success it is today.

When evaluating a marketing environment, it is vital to understand the targeted customers,their needs, what drives their decision to buy products/services and most importantly, competition. All these external factors are needed in order for a company to make smart decisions that would not just drive sales but also make their products relevant to those who buy it. Economic and social factors also play an important role in enabling consumers to buy products/services. Understanding these factors will help marketing managers integrate it effectively into their marketing plans.

Proactiv is an easy 3-step cleansing system designed to help clear up acne and prevent future breakouts. The product is readily made accessible to consumers without the need of a prescription from a doctor and is sold online, by telephone, or through kiosk located in shopping malls throughout the country. The kit is retailed for $20-$50 together with other products that complement the 3-step treatment system making it affordable compared to other brands that works just as well as Proactiv. Part of Proactiv's marketing strategy in promoting their products is using celebrities for advertisement. The reason why most people would trust to buy products especially those used on the body and face is through testimonials from previous users. What better way is their to promote a product than the use of celebrities as spokespeople and endorsers, especially those that have the same problems as the rest of us. This brief summary above makes for a very effective marketing mix(four P's; Product, Price, Promotion and Place) which when done the right way provides for mutually satisfying exchanges with the target market.