MKTG4781: Marketing Management Strategy
Soft and Silky: Case Write-up
11/2/06
Target Market - females age 25-45
Marketing Strategy - Price leader ? Soft and Silky is the leader in price in their category (women's shaving gels)
Marketing Objectives ? Projected sales with cannibalization to be significantly higher than the difference in cost to produce the 5 oz or 10 oz gel containers
Product ? 5.5 oz and 10 oz aerosol shaving gels for women
Product Strategy ? Product Development ? if one considers Soft and Silky's offerings new, but it is an existing market
Product Objectives - customer satisfaction by providing a shaving gel that has a lotion scent, reduces skin irritation, moisturizes, and an aerosol can with no CFCs
Product Tactics ? during the summer months, when shaving is more popular because women are wearing shorts/skirts, etc. in the warmer weather, we will have packaging tactics to sell more gel from one packages)
Pricing ? Is competitive for the 5.5 oz aerosol and tube ($3.50 and $3.95 respectively), and the 10 oz aerosol ($4.25).
Pricing Strategy ? Soft and Silky has a premium pricing strategy and they have been doing well, but they have tapered in the last four or so years in sales.
Pricing Objectives ? Sales was increasing 3-5%, but we believe we can do better; also maintain margins.
Pricing Tactic ? 20% margin for retailer and 40% margin for the manufacturer, keep margin the same, take away from net sales.
Promotion ? Advertising
Promotion Strategy ? Advertising in newspapers, in-store displays
Promotion Objectives - Encourage women to try new style
Promotion Tactics - Pull strategy will be used because we are spending a lot on advertising to build up consumer demand with the new aerosol c ...