Focus

Parvaderm Corporation

Case Paper

MKT 4610- Section 1

February 28, 2012

MKT 4610- Section 1

February 28, 2012

Team 2 Members:

Chatfield, Michael

Craig, Nicholas

Jones, Saasha

Martin, Amanda

Walker, Kierra

Team 2 Members:

Chatfield, Michael

Craig, Nicholas

Jones, Saasha

Martin, Amanda

Walker, Kierra

Introduction

Parvaderm has been a successful company in the past with their line of Silky Shaving Gel. However, their sales numbers are dropping and are forecasted to drop even further. There have been solutions proposed by the Soft and Silky brand assistant, Heather Courtwright. However, it is up to Phoebe Masters, the newly appointed product manager, to make the call on the new solutions to help get Parvaderm back on track from their past few years of disappointing sales.

There are two decisions to be made by Parvaderm Corporation. The first is whether to introduce a 5.5-ounce or a 10-ounce aerosol container to the current product line. The second is to see if it was necessary to add additional funds for a market test. This is all part of the bigger question of introducing a new package design for the Soft and Silky Shaving Gel.

Since Pavaderm's Soft and Silky Shaving Gel sales had not risen but instead have declined over the past few years, there was definitely room for improvement. Courtwright proposed the new package plans and as the newly appointed manager, Phoebe Masters ultimately had the final call on the new packaging and the spending of additional funds. Masters approved Courtwright to spend $35,000 to conduct the marketing research tests on customer responses.

Given the fact that most of the woman population shaves unwanted hair year round, there will always be a need for a shaving gel product. Since 2004, aerosol containers are the dominant packaging for women’s shaving cream/ gels, the Soft and Silky shaving gel tube sales wouldn’t decrease. The only way that the tube sales would decrease is if no new packaging was introduced to...