Gardenia Case Study
TABLE OF CONTENTS
I. Background of the Case 3
II. Statement of the Problem 4
III. Goals and Objectives 4
IV. Areas of Consideration (Analysis ad Assumptions) 4
a. SWOT Analysis 4
b. STP (Segmentation, Target, Positioning) 5
c. 4 P’s 5
d. Ethical Issues in Marketing Communications 8
V. Decision Criteria 9
a. Ease of implementation 9
b. Sustainability 9
c. Marketing Costs 9
d. Brand Awareness and Credibility 10
VI. Alternative Courses Action: 10
1. Do Nothing 10
2. Re-brand the product with another name 11
3. Strategic Expansion through improved communication 12
VII. Recommendation and Action Plan 12
MARKETING PLAN 14
a. Industry Study 14
b. Marketing Mix Strategies and Programs 15
i. STP Approach 15 ii. 4P’s of Marketing 15
I. Background of the Case
It is often said that sweet fragrance creates inspiration and heightens positivism. Perhaps one of the reasons why Filipinos remain positive and in the list of happiest countries in the world is the fact that it values smelling good and looking nice in the public. This assumption is best exemplified by a research conducted by Euromonitor International in June 2013 which concluded that even Filipino men are increasingly availing of grooming kits.1
Euromonitor International’s June 2013 report on Fragrances in the Philippines assumed positive growth for perfume products in the Philippines that backed by improvement in the economic situation and Filipino’s strong interest in maintaining proper hygiene as well as increasing demand for premium fragrances. The stronger competition in the category will encourage manufacturers to limit price increases, or even implement price cuts. Manufacturers will attract new consumers to try their products through the use of promotional pricing schemes. These will be more prevalent in mass fragrances, in which pricing is a key consideration in product purchases. It also has a high prospect for the industry considering the expansion of shopping malls and the establishment of department
I. Background of the Case 3
II. Statement of the Problem 4
III. Goals and Objectives 4
IV. Areas of Consideration (Analysis ad Assumptions) 4
a. SWOT Analysis 4
b. STP (Segmentation, Target, Positioning) 5
c. 4 P’s 5
d. Ethical Issues in Marketing Communications 8
V. Decision Criteria 9
a. Ease of implementation 9
b. Sustainability 9
c. Marketing Costs 9
d. Brand Awareness and Credibility 10
VI. Alternative Courses Action: 10
1. Do Nothing 10
2. Re-brand the product with another name 11
3. Strategic Expansion through improved communication 12
VII. Recommendation and Action Plan 12
MARKETING PLAN 14
a. Industry Study 14
b. Marketing Mix Strategies and Programs 15
i. STP Approach 15 ii. 4P’s of Marketing 15
I. Background of the Case
It is often said that sweet fragrance creates inspiration and heightens positivism. Perhaps one of the reasons why Filipinos remain positive and in the list of happiest countries in the world is the fact that it values smelling good and looking nice in the public. This assumption is best exemplified by a research conducted by Euromonitor International in June 2013 which concluded that even Filipino men are increasingly availing of grooming kits.1
Euromonitor International’s June 2013 report on Fragrances in the Philippines assumed positive growth for perfume products in the Philippines that backed by improvement in the economic situation and Filipino’s strong interest in maintaining proper hygiene as well as increasing demand for premium fragrances. The stronger competition in the category will encourage manufacturers to limit price increases, or even implement price cuts. Manufacturers will attract new consumers to try their products through the use of promotional pricing schemes. These will be more prevalent in mass fragrances, in which pricing is a key consideration in product purchases. It also has a high prospect for the industry considering the expansion of shopping malls and the establishment of department
References: Kotler and Feller (2011). Marketing Management 14th Edition. June 2013; Euromonitor International. Passport: Fragrances in the Philippines June 2013; Euromonitor International. Passport: Men’s Grooming in the Philippines