BUA417 Marketing Management Dermavescent Laboratories Case Study
Dermavescent Laboratories, Inc.
Case Study Analysis BUA 417 Marketing Management
Date 2015 Abstract
A manufacturer of women’s shaving gel, Dermavescent Laboratories has enjoyed market success since the spring of 1991. In 2005, their sales were over $3 million, and according to market research and studies, a potential size change and package update could provide additional income opportunity. Study group Tan Soup has reviewed the current situation, analysis, alternatives, and recommendations in this case report. (Kerin, 2009)
Keywords: Dermavescent
Dermavescent Laboratories, Inc.
Case Study Analysis
Strategic Issues and Problems
Dermavescent Laboratories manufacturers a woman’s shaving gel known as Soft and Silky Gel. The product has been on the market for over 14 years and has enjoyed brand loyalty and success in this specialized segment of the shaving industry. To stay relevant and competitive in the women’s shaving gel market, Dermavescent has performed market surveys and research to determine demand for change in the Soft and Silky Gel product size and packaging. (Kerin, 2009)
Given the market research and study’s, newly appointed product manager Phoebe Masters must choose what size and test market to deploy the new design for Soft and Silky Gel. Not only does she face competition in the market and industry, but also internal competition with Masters’ brand assistant, Heather Courtwright. (Kerin, 2009) Whatever choices and decisions, it must continue to provide the quality product that brand loyal customers seek. It must also yield the proper price and margin to continue to grow profitability for the company. (Kerin, 2009)
Industry, Market, and Buyer Analysis
The women’s shaving market in the United States has two major segments that would be of interest to Dermavescent Laboratories Inc. They are women who currently use shave gels and creams and those using soap and water. (Kerin, 2009) Dermavescent knows based upon historical data and
Case Study Analysis BUA 417 Marketing Management
Date 2015 Abstract
A manufacturer of women’s shaving gel, Dermavescent Laboratories has enjoyed market success since the spring of 1991. In 2005, their sales were over $3 million, and according to market research and studies, a potential size change and package update could provide additional income opportunity. Study group Tan Soup has reviewed the current situation, analysis, alternatives, and recommendations in this case report. (Kerin, 2009)
Keywords: Dermavescent
Dermavescent Laboratories, Inc.
Case Study Analysis
Strategic Issues and Problems
Dermavescent Laboratories manufacturers a woman’s shaving gel known as Soft and Silky Gel. The product has been on the market for over 14 years and has enjoyed brand loyalty and success in this specialized segment of the shaving industry. To stay relevant and competitive in the women’s shaving gel market, Dermavescent has performed market surveys and research to determine demand for change in the Soft and Silky Gel product size and packaging. (Kerin, 2009)
Given the market research and study’s, newly appointed product manager Phoebe Masters must choose what size and test market to deploy the new design for Soft and Silky Gel. Not only does she face competition in the market and industry, but also internal competition with Masters’ brand assistant, Heather Courtwright. (Kerin, 2009) Whatever choices and decisions, it must continue to provide the quality product that brand loyal customers seek. It must also yield the proper price and margin to continue to grow profitability for the company. (Kerin, 2009)
Industry, Market, and Buyer Analysis
The women’s shaving market in the United States has two major segments that would be of interest to Dermavescent Laboratories Inc. They are women who currently use shave gels and creams and those using soap and water. (Kerin, 2009) Dermavescent knows based upon historical data and
References: Kerin, P. R. (2009). Dermavescent Laboratories, Inc. Case. In R. A. Peterson, Strategic Marketing Problems, 13th edition (pp. 201-217). Pearson. Roger A. Kerin, R. A. (2013). Strategic Marketing Problems. Upper Saddle River: Pearson Education, Inc. (Percentage of U.S. Women) Source: (Kerin, 2009) Exhibit 2 Soft and Silky Shaving Gel Unit Sales Volume, 1991-2005 Source: (Kerin, 2009) Exhibit 3 - Introduction of 5.5 Ounce Cans – High and Low Forecast