Skin-Tique CorporationSoft and Silky Shaving Gel

Presented by Stefanie Aguila

Maria del Carmen Ebang

INDEX

● Executive Summary

● Current Situation

● Swot Analysis

● Questions

● Alternative Strategies

● Recommendations

● Action Plan

● Case update

Executive Summary

This case study talks about a company called skin-Tique and of the problem the

company has.

The situation analysis covers the swot analysis the internal and external environment of

the company. The case study then does an analysis on the questions faced by the

product manager and the different options she has.

A study of financial data and projection is done to reach a conclusion for the case.

OUR OFFICIAL WEBSITE

OUR

PRODUCT

Current Situation

The company is actually in a hard situation regarding their product packaging since their

package comes in bottles and most of the customers prefer an aerosol package

inasmuch as it positions in a high quality product , and If they fail to meet consumer

expectations, they may face problem in acquiring new market share, also they may lose

current market share.

Swot AnalysisInternal Factors

Strength Weaknesses

● Established position

● Established product brand

● Loyal existing customers.

● Company owns manufacturing

plant.

● Established product placement

where customers expect to

locate.

● The company does not have the

technology to produce some products like.

● Expenditure to maintain sales volume.

Swot Analysis

External Factors

Opportunities Threats

● The new package design will

force customers to buy in large

quantities instead of small

quantities

● The product is viewed as a line

extension of products

● Since its creation it has been packaged

in tubes; bottles or jars.

● Competition and introducing competitive

products.

● Economic threats like devaluation of

currency, interest rates, unemployment

rate

QuestionsProblem

1. How to change the packaging of the product?

Answer: To introduce a packaging aerosol that achieved attention draw an audience that

claim innovation.

Marketing Tool: Social networking

Main action: To attract the customers

2. What size of container should be introduced (5 ½ oz or 10 oz)?

Answer: We choose 10 oz because the sales volume will increase more than 5 ½.

Marketing Tool: Media planning

Main action: To Modernize the product.

Questions3. How it will resolve his threat?

Answer: To innovate every years the product packaging.

Marketing Tool: Media format

Main actions: To increase the product in the market

4. How the company can reduce cost of production?

Answer: The company can outsource manufacturing to a third party.

Marketing tool: Media planning

Main actions: To innovate new products for the customers.

How it can increase the sales volume?

Introducing marketing mix strategies.

● PRODUCT STRATEGIES

● PLACE STRATEGIES

● PRICE STRATEGIES

● PROMOTION STRATEGIES

● Product Strategies

Modernize the product and recover the lost sales.

Invest in new manufacturing plan

● Place Strategies

Product’s placement and disponible in the most important and popular supermarkets in

USA.

Ex: Trader Joe’s, Publix, Raley’s, Wegmans, Market Basket.

Marketing Mix

Americans spend a lot of time

and money grocery shopping.

The average shopper visits the

store about 88 times a year,

spending upwards of $6,000.

Marketing Mix

● Price Strategies

Discounts in supermarkets, stores and drugstores.

● Promotion Strategies

To give special offers, gifts and free samples to attract customers.

Media Formats:

-Radio advertising: Advertising messages in local stations like WHTZ-FM , KIIS-FM,

WKSC-FM, KHKS-FM.

Marketing Mix-Outdoor advertising:

Advertising posters on kiosks and fences.

Advertising on plastic shopping bags.

Billboards: Advertising in public areas appearing large posters or electronic pannels.

-Tv advertising: Tv commercials in local channels like HBO, CBS, ABC, TNT.

-Internet advertising:

Webisodes (Mini movies of the product in the web).

Google adwords main traits: SEM positioning.

Adverts in Social Networking: Facebook, Twitter, Instagram, LinkedIn.

Marketing Mix

Magazine and newspaper advertising: Informative adverts in local newspapers, free

newspaper, general news magazines, Women’s fashion magazines.

Ex: The new york times, Daily news, Consumer reports, Cosmopolitan magazine.

-Mobile Advertising: SMS and MMS messages (Direct marketing).

Alternatives strategies

1. Redesign the packaging of the product using the installed capacity of the company,

this means that it should start a plan of expansion and modernization of the plant

and machinery.

2. The company should continue with the current packaging (tubes) of product and

remain focused on the company's positioning as idea fundamental to the

maintenance of the sales.

3. Redesign the packaging using outsourcing, search for proposals of production for

the new packaging of aerosol (contract filling) and develop the product in our own

facilities, which would reduce costs and does not oblige the company to make an

investment in the production capacity of the company.

Recommendations

● Development of a marketing plan that consists of a comprehensive study of tastes

and preferences that consumers have in choosing the design and functionality of the

product.

● To make the product more attractive and innovative to the view of consumers.

● In order to activate the brand in the different points of sale, it is recommended to the

enterprise to be more aggressive promoting the product in different places in order

to increase sales.

Recommendations

● To have a stronger product than competitors

products.

● It is necessary that the product arrives at all

the possible establishments where

consumers require, in addition to having a

significant presence in the market.

Action Plan

Actions Time frame Anticipated Profits

Short term Redesign the packaging of the

product

1 month To increase the sales

and to be more

competitive

Short term Search for the best company to do

outsourcing

1 month To reduce costs of

production and to

increase the utilities

Short term Build new marketing strategies 2 month To penetrate on the

market with the

modernization of the

product

Case Update

After comparing all the issues we can conclude that in two years, the company it will

have high profits because it has been using the necessary strategies to increase the

sales and to be more competitive penetrating on the market with the modernization of the

product and reducing costs of production to increase the utilities. In this way, they can

attract both customers the ones who aim to use small packages and the others who

prefer the big one. In fact long term, the company will have higher profits.