External Secondary Data Sources
Obtaining information about specific skincare issues and ages would be helpful in deciding
how to proceed with a new women’s skincare product. It might be possible to make a
product that is marketed toward people interested in preventing skin cancer. Although there
are many such products on the market, most tout sunscreen and no other factors that might
contribute to skin cancer. Referring to the American Academy of Dermatology and their
statistics on skin cancer would be helpful in knowing what to include in this product’s
promotion and who the target audience might be. As melanoma has increased 6.1 percent
per year in Caucasian women younger the 44, it would clearly be a product to market to
this group. Also, as this increased rate is due to indoor tanning, including in marketing that
this product would be a safe alternative to that might be beneficial. Other data that could
be used from this secondary source would include the dangers of blistering sunburns, the
benefit of daily sunscreen use, dangers of tanning bed, increased risk for people with light
skin and annual cost associated with treatment of skin cancer (Skin, 2016).
For Sweet Olivia, obtaining a list of business or trade association list would be a helpful
source of secondary data. Such lists are compiled for various reasons but are very helpful
in cases such as these. When businesses need to identify other businesses, this is a good
starting point. These businesses can be easily identified and contacted from this list as they
are usually divided into market categories. For Sweet Olivia, finding the businesses that
are food or drink related would help them to create a profile of the area.
References
Skin cancer | American Academy of Dermatology. (2016). Aad.org.
Retrieved 11 May 2016, from https://www.aad.org/media/stats/conditions/skin-cancer