Field Research

2.1 Introduction

Dermapharm is a Danish company which is producing body and hair care products and also food. The strategy of the company is to make high quality and eco friendly products. Dermapharm is certified with ISO 14001 and ISO 9001, asthma and allergy declaration, Ecocert and Nordic Eco-Label. Company Dermapharm ask for help with the launching the new product for the “Primetime” Women to find solution from our point of view to be most efficient. The goal of the project is to investigate if the current market is good enough and if the researches of the company are stable enough to launch the new product. The project is mainly based on questionnaire and information from Datamonitor and Euromonitor.


2.2 Motivation for the Choice of Problem Statement

Dermapharm is considering new product creation for women aged 40+. As we all know, women are taking care of their appearance and nowadays trends are pushing them to invest more money on their image. They have a huge buying power and lots of disposable income. The idea of primetime cosmetics started just few years ago, and the amount of women interested in that is rapidly increasing. This facts brought about the idea of investigating whether it is good to invest money in new product .

2.3 Problem statement
We would like to analyse the Danish market to see if there is any potential in developing a new Derma product line for women 40+ segment. We will concentrate on the competition in existing market and the results of questionnaire.…