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Title: LETIBaby: introducció de la marca LETI en el mercat de la cura de la pell del nadó
Author: Espejo Suriol, Marta
Tutor: Vilella Nebot, Carolina
Keywords: innovative company
know how
baby's skin
marketing plan
Issue Date: 11-Jun-2018
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The realization of the project is motivated to follow the strategy of Laboratories LETI, as an innovative company, to be present in the main markets of the dermatology and allergies sector with its own products. With almost 100 years of life based in Barcelona, LETI was born in the specialty of vaccines against allergy being pioneers in the study and application in people and later expanding presence in the market of Animal Health in the national level. For more than 40 years, LETI has created another area of business with his own products in the dermatology market. Within this business area, it has 5 own brands that cover different markets specific to dermatology and has a sixth brand acting as a distributor within the baby dermatology market called Baby Sebamed. This project is born clearly to cover with a brand of LETI the baby care market where it currently has a third party brand. Applying its know-how innovative company as the expert for over 20 years in the market with a mark of third parties. This document details all the analysis carried out to study its viability and follow the strategy of having its own brands on the umbrella of LETI. Following work on building a strong brand positioning and experts in the skin using its competitive advantage.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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