How do you create the leading sun care brand in the United States? “I would say love the consumer,” explains Tracy Nunziata, marketing vice president at Coppertone. “The consumer is at the basis of everything that you’re going to do, and so the more that you can understand what is going on in their minds, their behaviors, their attitudes, the more you will understand how to best market your brand and meet all of their needs,”
she adds.

COPPERTONE AND THE SUN CARE INDUSTRY Coppertone has a long and interesting history of meeting the changing needs of consumers. It was developed by pharmacist Benjamin Green who observed that red petroleum was used to protect the skin of service men and women in the Air Force. He added cocoa butter and coconut oil to create Coppertone Suntan Cream—
the first consumer sun care product in the United States. As Coppertone marketing director Lisa Perez explains, “Coppertone actually started off as a tanning brand. If I think back to some of the taglines the business used to use, one of the most popular was ‘Tan, Don’t Burn.’” Soon the company introduced the now iconic Coppertone Girl in advertising that showed a young girl surprised by a Cocker Spaniel as it tugs at her swimsuit to reveal a tan line. Little Miss Coppertone contests followed, and young celebrities such as Jodi Foster often debuted in Coppertone commercials. One of the original outdoor billboards can still be seen in Miami Beach, Florida!
As public awareness of skin care preferences increased, consumer interests shifted from tanning to protection, and Coppertone developed new products to match those interests.
“What’s been so great,” Perez observes, is that “we’ve continuously evolved to meet consumer needs.”
For example, Coppertone created a research center that developed an objective system for measuring sun protection.
This system provided the basis for the SPF (Sun Protection Factor) ratings that the Food and Drug Administration created for the sun care industry. In addition, Coppertone developed the first sunscreen product for babies, introduced the first water-resistant lotion, and launched the first continuous spray sunscreens. Coppertone has also developed the MyUV Alert™ app to provide reapplication reminders tailored to individual family members.
Today, Coppertone is the market leader with 18 percent share of an industry that has grown to $9 billion in global sales. Coppertone’s success is extraordinary considering the large number of competitors in the category.
Nunziata explains: “You need to understand who your competition is and what their offerings are, so understanding Neutrogena, Banana Boat, and even privatelabel products is essential. They all play different roles within the category, so understanding what innovations they have, how they are supporting their product, and what targets they are going after” are all important. The industry is changing also as the distinction between sun care and skin care is becoming less obvious. Many sun care products have added ingredients such as vitamin B3 and ginkgo biloba, while many skin care products now offer SPF protection, creating “multifunctional products” as a new source of competition.

THE SUN CARE PRODUCT PURCHASE DECISION PROCESS Coppertone managers are very attentive to the path that sun care product consumers follow as they make a purchase.
According to Perez, the first stage—problem recognition—begins in two ways. “First is the understanding and heightened awareness of the importance to protect their skin against sun exposure,” she says. Second is the circumstance when consumers are “going somewhere” such as the beach, the pool, or on vacation.
Both situations lead consumers to conclude that they need a sun care product. Coppertone research has revealed that 80 percent of its customers decide to purchase a sun care product before they even get into a store. After recognizing the need, sun care product customers gather information from a wide range of places. They often ask peers what they use.........

Questions

1. How has an understanding of consumer behavior helped Coppertone grow in the United States and around the globe?
2. Describe the five-stage purchase decision process for a Coppertone customer.
3. What are the possible situational, psychological, and sociocultural influences on the Coppertone consumer purchase decision process?
4. What specific marketing activities does Coppertone utilize to help the company grow in the marketplace?
5. What challenges does Coppertone face in the future? What actions would you recommend related to each challenge?