Marketing Paper

Table of Contents
I. Marketing Background 3
II. Competitive analysis 10
III. Company background 14
IV. Identified Market Opportunity 19
V. Proposed Target Market 20
VI. Marketing Objectives 21
VII. Overall Marketing Strategy 23
VIII. The Marketing Mix 23
IX. 3-Year Financial Forecasts 27

I. Marketing Background
a. Overview of the Industry

Figure 1: Sectors of the Beauty and Personal Care Market (EuroMonitor, 2009)

The beauty and personal care market remains constant mainly because consumers buy products, like soap, shampoo, and other toiletries, as primary commodities (See Figure 1). Since beauty and personal care products are likely similar, companies and manufacturers competing in this market rely on strategy, customer loyalty, and product innovation to gain leverage for their products. However, the onset of recession and global crisis has brought more pressing matters and challenges to companies competing in this arena, due to the increased demand for cheaper products from trusted brands.
Based on the company shares under the Beauty and Personal Care industry, Unilever has the largest number of shares among its main competitors, having 17.7% of the total shares. Next, Procter & Gamble has 13.15 of the total shares, followed by Colgate-Palmolive and Avon Products, with 10.8% and 10.2% respectively. Johnson & Johnson has around 6.4% of the shares while the rest of the 41.8% belong to other competitors. (See Figure 1-1)


Figure 1-1: Beauty and Personal Care Company Shares by NBO 2005-2009 (EuroMonitor, 2009)
In terms of bath and shower category, bar soaps are currently the most popular product which consumers use. However, with the onset of communicable diseases and other sicknesses, consumers are increasingly attracted to bar and liquid soaps and shower gels which have certain anti-bacterial and germ protection components. Bar soaps saw 24% value growth between 2002 and 2007, while shower gels and liquid soaps overshadowed this by... [continues]

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