A strategic recommendation to market and launch a new Vichy product of the neogenic category. Product launch as an investemnt opportunity

CEMSThe Business Project was centered on the launch of a Vichy Dercos Neogenic product and two main issues were addressed. Firstly, the group conducted a Market Analysis and a Target Definition exercise, bearing in mind the possible cannibalization effect on revenues of previous products. Secondly, a 360º Launch Strategy was devised, focusing on every touchpoint of the consumer journey. Within the scope of this Work Project, the product innovation process conducted by Vichy was framed as an investment opportunity incorporating real options and accounting for technological and market uncertainty, leading to a more accurate Net Present Value of the project