FrescuraGreat Protection Never Smelled So Good!Joshua Aikens, Brooke McCarter, and Ines Pojani

The Country: Domincan Republic

• Located in the Caribbean

• Tropical Climate

• Terrain Contains Rugged Highlands and Mountains With Fertile Valleys Interspersed

• Capital: Santo Domingo

• Land Area: 48,670 sq km

Relevant History• Discovered by Christopher

Columbus• Was predominantly owned by the

Spanish• Democratic Republic form of

government• The United States is the most

important trading partner• In 2005, the Dominican Congress

ratified the free trade agreement with the United States and five Central American countries known as CAFTA-DR.The agreement entered into force for the Dominican Republic on March 1st, 2007.

Demographics• Population: 10,088,598• Income: 3,000 to 6,000

Dominican Pesos a month / $77 - $154Ethnic Groups:• mixed 73%• white 16%• black 11%

• Age Distribution• 0-14 years: 29.5% • 15-64 years: 64%• 65 years and over: 6.5%

• Labor Force: 4.732 million• agriculture: 14.6%• industry: 22.3%• services: 63.1%

Economic Information

• Major Exports• ferronickel• sugar• gold• silver• coffee• cocoa• tobacco• meats• consumer

goods

• Major Imports• foodstuffs• petroleum• cotton • fabrics• chemicals • pharmaceuticals

Culture and Lifestyles

• Religion• Roman Catholic 95%• Other 5%

• Language• Spanish

• Housing• Majority of Population

Lives in Urban Areas

• Government• Democratic Republic

PDI IDV UAI0

102030405060708090

100

65

30

4540

91

46

Hofstede Indexes

Dominican RepublicUnited States

Transportation, Communication, and the Media

• 200 Radio Stations• Cadena de Noticias (CDN)

Radio, Corporacion Estatal de Radio y Television (CERTV), and Rumba FM 

• Limited TV Channels• Corporacion Estatal de

Radio y Television (CERTV), Color Vision, Telemicro, Telesistema, Teleantillas, Antena, and Cadena de Noticias (CDN)

• 35 Airports• 19,705 km

• Only around 50% are paved

• 3 Major Sea Ports

• 8,892,783 Cell Phones• Verizon, Centennial, and

Orange• 1,009,906 Main Lines• 3,851,278 Internet

Users

• Frescura – means “freshness” in Spanish• Feel fresh after each use• Smell fresh as well• We offer three great scents• Orchid Breeze• Mango Papaya• Caribbean Sands

•Frescura gives the same great protection from dandruff and itchy scalp without having to sacrifice having great smelling hair

The Product

The Market

•The region with the most population density in the Dominican Republic is the area surrounding Santo Domingo.

•Dominican women go to the hair salon typically on a weekly basis because they desire hairstyles that they cannot do at home.

•Typical advertising done in the Dominican Republic is mainly print media as well as radio commercials.

•The typical pricing of anti-dandruff shampoo can range from around $5 to $13 (195 DRP to 509 DRP).

•The typical markup is 50%.

Competitive AnalysisCOMPETITORS FRESCURA

• Features• Anti-Dandruff Protection with 3

great refreshing tropical scents• Anti-Itch Formula• Nourishing Moisturizers for All Hair

Types• Packaging

• Opaque bottle with a pop-top lid • 3 tropical colors

• purple, teal, and orange• Pricing

• Individual pricing is up to the retailer

• Promotion• Print Media

• Billboards• Posters• Social Media

• Distribution Channels• Hair Salons• Resorts

• Spas• Rooms

• Supermarkets• Only in Santo Domingo

•Features• Anti-Dandruff Protection• Anti-Itch• Mostly Mint or Medicated Scent

•Packaging• Mostly packaged with a

“medicated” appearance• Shades of green and blue typically

used•Pricing

• $5 to $13 (195 DRP to 509 DRP)•Promotion

• Commercials• Print Media

• Magazines•Distribution Channels

• Supercenters• Grocery Stores• (Some) Hair Salons

Competitive AnalysisMARKET SIZE

•Estimated Sales

• $45,000 for the first three months and $52,500 for the remaining nine months

• Estimated $607,500 for the year

• Target Market• adult Dominican

women and men who enjoy treating their hair on a weekly basis

• Projected Market Share• 5%

• Projected

Sales• $607,500

Marketing Objective

Product Strategy

•Differentiators• Great, fresh smelling hair

that reflects the scents native to the country of the Dominican Republic

•Packaging• Many Dominican products

come in jars• Our product is equipped

with a pop-top lid for ease of use

• Advertising• Print media• Social networking sites• Use of political figures

to endorse the product• Ex: First Lady

Margarita Cedeño de Fernández

• Sales Promotions• Smaller sizes to hotels

in the resort area for in room use as well as use in the resort spas

• Handing out samples at hair salons to women that received certain services at the

salon

Promotion Strategy

Great Protection

Never Smelled So Good!

Display for Salon Selling

“La gran proteccion nunca a salido mejor”

Product Distribution

• Macro• Method of Entry

• Direct Exporting• Transportation

Mode• Air Travel

• Warehousing• A warehouse at

Puerto Plata

Puerto Plata

• Micro• Hair Salons• ex: Daisy Gran

Salon• Resorts• Spas• Rooms

• Agent

Product Distribution

Pricing Strategy

• Price for Retailer• $150 USD/ 5745 DRP

for 50 bottle case• $3.50 USD/ 114.9

DRP per bottle

• *Price for Consumer • $6 USD/ 230 DRP • 58% markup

*suggested retail price

Budgets and Profitability Analysis

References• http://dr1.com/living/shopping/2.shtml

• http://news.bbc.co.uk/2/hi/americas/country_profiles/1216926.stm• http://dr1.com/realestate/info/utilities.html

• http://www.internetworldstats.com/car/do.htm• http://www.cia.gov

• http://www.totalbeauty.com/content/gallery/best-dandruff-shampoos

• http://www.colonialzone-dr.com/businesses-salons_y_barbers.html• http://www.aleida.net/faq-hair-en.html#whatproducts

• http://www.euromonitor.com/hair-care-in-dominican-republic/report• http://www.city-data.com/forum/hair-care/1015923-dominican-

women-hair-relaxers.html• http://lovell.com/advertising/advertising-in-the-dominican-republic/• http://www.longhaircareforum.com/showthread.php?p=15585853

• http://www.missrizos.com/• http://en.wikipedia.org/wiki/Transport_in_the_Dominican_Republic

• http://www.aleida.net/hair-en.html