3.Strategic Focus and Plans
-Mission, goals, objectives
-Core competencies, sustainable competitive advantage
-Industry analysis, trends
-Marketing and product objectives
-Points of difference
6.Financial Data and Projections
The case is about skin- tique corporation, the case study covers the company description an overview of what they produce there objectives and the companies core competencies. This aims to provide a fair understanding of the company and the line of business it is in. 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
Skin- Tique Corporation, a manufacturer of womens personal- care products with sales of $ 225 million in 2002. The company's line of products includes facial creams, hand and body lotions, and a full line of womens toiletries. Products are sold by drug and food- and- drug stores through rack jobbers.
Soft and Silky Shaving Gel was introduced in the spring of 1988. The product was viewed as a logical extension of the company's line of hand and body lotions and required few changes in packaging and manufacturing. The unique dimension of the introduction was that Soft and Silky Shaving Gel was positioned as a high- quality womens shaving gel.
Strategic Focus and Plans
Objective- whether to introduce a new package design for the company's Soft and Silky Shaving Gel. Core competencies, sustainable competitive advantage-
-Soft and Silky Shaving Gel was positioned as a high- quality womens shaving gel. The positioning strategy was successful in differentiating Soft and Silky Shaving Gel from existing mens and womens shaving creams and gels at the time. - Rack jobbers were able to obtain product placement in the womens personal- care section of drug and food- and- drug stores, thus emphasizing the products positioning statement. -Placement apart from mens shaving products minimized direct price comparisons with mens shaving creams, since Soft and Silky Shaving Gel was premium- priced with a suggested retail price of $ 3.95 per 5 - ounce tube. Situation Analysis
Positioning of the product- High quality
Product Placement in the womens personal care section.
Utilize existing production capacity
Profitable from the time of its introduction.
- Constant change – Prior to 1993, the product contained only aloe. In 1993, three additional moisturizers were added to the product, including lanolin and vitamin E. These ingredients were emphasized on the package and in- store promotions and media advertising. - Women considered shaving necessary, therefore there will always be a need for the product.
Seasonal product – sales vary form season to season.
Unit sales volume for Soft and Silky Shaving Gel had slowed and then plateaued in recent years. The growth of Soft and Silky Shaving Gel had strained manufacturing capacity. Skin- Tique Corporations ability to supply quantities requested by retailers had dropped, leading to out- of- stock situations and lost sales. The company had no manufacturing capacity expansion plans for the next three years. The aerosol packaging had become the dominant design for womens shaving creams and gels which they did not manufacture. Expenditures had increased each year since 1995, reaching 31 percent of sales in 2002. Opportunities
They can get into making razors for women.
Skin-Tique can look into 'after shave' moisturizers for women. New market...