New Product Technology

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Part A

1.0 Company Background

Softlan is a product under Colgate-Palmolive Company. The small soap and candle business that William Colgate began in New York City early in the 19th century is now, more than 200 years later. It is a truly global company serving hundreds of millions of consumers worldwide. Colgate is a global brands sold in over 200 countries; Colgate, Mennen, Palmolive, Ajax, Softsoap, and Hill’s Pet Nutrition are among the world’s most recognizable household names, trusted and relied upon by consumers everywhere (Colgate Word of Care, 2008). Based on the research, the company’s business strategy focuses on five core businesses: oral care, personal care, household surface care, fabric care, and pet nutrition. In the household and fabric care, Colgate-Palmolive has offered the entire household cleanser product such as Toothpaste, Softlan, and body shampoo and so on.

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2.0 Product Attribute

Softlan is good quality household products that provide to the family. Softlan is to help make their families clothes feel and smell their best. According to Judy Strauss book, with quality most customers know “you get what you pay for”. That is higher and consistent quality generally means higher prices, thus maintaining the value proposition (Judy Strauss, Adel, Raymond, 2005). Softlan is adapting a premium price position to comparing with other brand Softener such as Good maid, Downy, Petals and so on but the customer still will purchase it because of the Softlan quality. The offer benefits of Colgate-Palmolive Softlan are as below:

▪ Static free

▪ More comfortable to wear

▪ Makes ironing easier

▪ Gives your family’s clothes an irresistible softness

▪ Leaves a pleasant fragrance on clothes

▪ Long lasting fragrance for up to 16 days

(Colgate World of Care, 2008)

These all the benefit of Colgate-Palmolive Softlan is offer based from customer need and wants which is be able to satisfy the users.

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3.0 Branding

Branding is very important to the Colgate-Palmolive Softlan to gain the competitive advantage from the competitors. A brand is a promise to customers. Delivering on this promise builds trust, lower risk, and help customers by reducing the stress of making product switching decisions. Example like when the customer want to purchase Softlan in the hypermarket but there are many brands so the customer will choosing the brand that they will trust. The selling price of the Softlan Ultra is higher than another Softlan price but the customer still will choosing Softlan Ultra product which is because under the brand name of Colgate-Palmolive and it is also an old brand in the fabric softener product, therefore customer will more trust to the quality of the Softlan Ultra.

Based on the research, Colgate-Palmolive Softlan is successful to build the brand name in the customer mind in Malaysia and Hong Kong but there are a lot of new brand was market in the product so Colgate-Palmolive still need to improve and maintain the sales of Softlan in the market with another way.

Based on the research information has show that in fabric softeners product, where Colgate is No.1 in Hong Kong and Malaysia, new sizes and fragrances are adding incremental Market share (Colgate Strategy, 2006).

4.0 Competitor Analysis

Softlan being one of the top fabric softener in Malaysia would need to compete with another competitor in Malaysia market. There are few competitor brands in the market which are Downy, Petals, good maid and so on. All of this fabric softener will offer the similar benefit of softener to customer. Softlan would be competing with this entire brand by using different media, offer differentiation product and produce what the consumer wants in the market. Softlan Company is very smart; it is entered into the hot weather country market which no other softener has entered. Having the Softlan is...
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