Parvaderm Marketing Paper

I. Summary of Facts

A. Market – women’s personal care and shaving gel

1. Customers, consumers, or users

a. The target market is female/women and especially professional women

b. Age group is 13 and over

c. The target income level is mid-high income

2. Drug and food-and-drug stores

a. Sold through rack jobbers that act as the wholesalers that set up and merchandise retail displays

3. Economic Market- monopolistic competition

a. It is a very competitive market with increasing advertising and promotion

b. The market is expanding slowly as sales growth is 3-5% yearly

B. Product

1. Women’s personal-care products

a. Soft and Silky Shaving Gel in tube packaging

b. Facial creams

c. Hand and body lotions

d. Full line of women’s toiletries

2. Benefits

a. The core benefits is to make shaving easier

b. The product is high quality as it has additional moisturizers; aloe, lanolin, vitamin E

c. It is used for personal hygiene and hair removal

d. The products also facilitate skin health

e. The “women’s only” product are specific for women who wants to feel special

3. PLC- maturity

a. Competing to maintain or increase market share against competitors

b. Unit sales volume has plateaued in recent years

C. Price

2. It is a premium-priced product, determined by and based on market research

3. The Soft and Silky Shaving Gel pricing is higher than its competitors.

4. Price in the industry is very competitive especially among the dominant players such as S.C. Johnson and Gillette

5. Elasticity - relatively elastic to relatively inelastic

a. Pricing within the industry is very competitive

b. However since it is premium-priced and the product has a loyal customer following, it is relatively inelastic

D. Promotion

1. High promotion (31% of the expense is for advertising and promotion)

2. In-store promotions are given to boost sales

3. Multi-pack deals are offered during peak season

4. Beneficial ingredients are emphasized on the packaging

5. Media...