The company Internacional distribution S.A based in the state of Florida USA wants to expand to the Caribbean market and launch its line of sunscreen products there.

With the following marketing plan for the sunscreen company taking into account the market in Puerto Rico

Help with the following:

1. Unique Selling Proposition: What makes your business unique?

2.Identify the approach that will set you apart from each other.

3. What makes your business, products, and services unique and desirable to your target market?

4. Identify what makes your business the best choice and why your target customers should choose you over the competition.

5. Pricing strategy: What will you charge and why?

How will your pricing strategy work into your marketing message? In most cases, you want to be able to support the price points you've chosen, giving your customers a clear idea of the value and benefits they'll get in return. A high value proposition is often the factor that drives a customer to a purchase decision.

Overview of Company Marketing Plan

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Company Presentation

AloeSun is proud to announce its product expansion into the Caribbean. Caribbeans will now be able to enjoy innovation in broad-spectrum mineral-based sun protection. AloeSun will offer a lightweight and fast-absorbing formula, ideal for all skin types. The Caribbean area is a region that stands out for high temperatures, warm waters and tropical environment where exposure to ultraviolet rays is a constant. Therefore, AloeSun offers a formula of nutrition and sun protection for the Caribbean. Likewise, this formula is recognized as safe for reefs. AloeSun will integrate into the Caribbean lifestyle with ease given its product variety and accessibility. Among competitors in the area, AloeSun has proven to be the lowest cost industry and the largest number of specialized skin products. AloeSun focuses on the importance of raising awareness about the importance of protecting against UVA/UVB rays and the impact of marine pollution. The goals will always be to educate about the negative effects of UVA/UVB rays and reef protection in a unique and fun way.

Geographical scope of action:

AloeSun heads to the tropical island located in the Caribbean known as Puerto Rico. Puerto Rico is the smallest island in the Greater Antilles, measuring about 3,435 square miles. Its approximate population is 3,725,789 inhabitants whose language is Spanish and English. PR has a very dense hydrographic network, with around 800 surface water streams. Its climate is characterized by high temperatures and abundant precipitation. The median annual temperature is about 80 degrees Fahrenheit across the entire island. According to Flores (2020), the location of Puerto Rico has played a fundamental role in its historical, socioeconomic and political development. It is the location and relative location of the island in the Caribbean region that has led to maintain its presence for its geostrategic value, center of exchange and dialogue in the region. AloeSun recognizes the value of PR and that is why it seeks to enter its market to serve and educate the population about both the negative effects of UVA/UVB rays and the protection of reefs.

Presentation of general portfolio of products and services:

• Leading product: The driving product of the organization is the AloeSun cream and spray, which offers protection against UVA and UVB rays.
  • AloeSun cream and spray
  • AloeSun Sport Aerosol 30% SPF
  • AloeSun Kids Aerosol 50% SPF

• Star product:
  • AloeSun Gel to repair skin after the sun

• Question product
  • AloeSun for the face

• Dog Product
  • Protection of hair and scalp

Problems raised by management and objectives of the strategic plan.

Existing competition: The main issue raised by executives is opposition from other sunscreen brands in the Puerto Rican market.

Distribution: The organization Circulacin Internacional S.A based in the territory of Florida USA needs to extend to the Caribbean market and launch its line of sunscreen products there. Promote the organization's exhibition plan considering the Puerto Rico market.

Objectives: Distribucin Internacional S.A plans to launch an aggressive marketing campaign to promote its sunscreen products in Puerto Rico. The company's marketing campaign will focus on the quality of its products and the wide variety of SPF levels available, making it the perfect choice for all sun protection needs.

Advocacy: The organization's goal is to acquire a critical piece in Puerto Rico through a hard-hitting exhibition effort. The organization intends to promote its items through print and television advertising, as well as through online entertainment. The company also plans to appropriate its products through major retailers in Puerto Rico.

Cost: Provide affordable costs for the Puerto Rican community that mark competitiveness in the market.

Variety: A wide variety of sun protection elements with various SPF levels are offered to suit the requirements of various people.

SWOT Analysis

By identifying the strengths of the company, it manages to identify the competitive advantages, in the same way the weaknesses to solve the problems of the company and the possible threats it faces can be identified. A company must take advantage of its opportunities to meet the needs of the market. For AloeSun , the following was analyzed:

Strengths:

1. Competitive prices
2. High demand
3. Established brand
4. Existing sales
5. Located in a large place of potential customers
6. Lowest cost industry
7. Morenumerous specialized skin products: leader, star
8. Broad-spectrum mineral-based sunscreen products
9. Lightweight, fast-absorbing organic ideal for all skin types
10. Cawareness of protection against UVA and UVB radiation and the impact of marine pollution

Opportunities:

1. Product expansion to the rest of the largest Caribbean islands: Cube, Hispaniola, Jamaica and Trinidad in addition to Puerto Rico
2. New markets
3. Online Store
4. Affiliations to different brands
5. Variation in product lines
6. Research and development for a good unique selling point (PVU) incomparable with competitors
7. Demand for nutrition and sunscreen products from tropical countries

Weaknesses:

1. Transporting product
2. It is a product that already exists in the market
3. Lack of a marketing plan
4. Advertising expenses
5. Starting in a different country you don't know
6. Lack of brand loyalty due to availability of other products

Threats:

1. Extensive competence
2. Tax and raw material hike
3. Economic Crisis
4. Delays or failures
5. Government Regulations
6. Popular and large existing international distributors offering similar products