Kao Brands Global Marketing Project

Topics: Marketing, Strategic management, Price Pages: 3 (637 words) Published: November 28, 2005

Kao¡¦s mission is "to strive for the wholehearted satisfaction and enrichment of the lives of people globally" through the Company's core domains of cleanliness, beauty, health and chemicals. Fully committed to this mission, all members of the Kao Group work together with passion to provide products and brands of excellent value created from the consumer/customer's perspective. In so doing, we "share joy with the consumer/customer".

1.To sell approximately 1 million dollars with introduction of Jergens Ultra Healing Intense Moisture Therapy by the end of the quarter of introduction. 2.To introduce product to 75% of population of men and women through samples and bathroom dispensers by year-end 2005. 3.To obtain a 30% market share, with sales of

SWOT Analysis
Internal Strengths:
ľCorporation has been in business since April 5, 1882. ľLeading competitor in the soap and cosmetics industry. ľCarry tradition of quality and experience which their consumers know, respect, and trust. ľThe Jergens company produces a variety of 14 moisturizers and body washes. ľThe Andrew Jergens Company sells its products in over 50 countries and territories. ľJergens provides wide range of products that are differentiated based on proprietary technology, and provides unique benefits to consumers. ľThe Andrew Jergens Company is a subsidiary of the Kao Brands Company which also owns brands such as Ban, Biore, Curel, Guhl, and John Freida.

Internal Weaknesses:

External Opportunities:
ľIndia has a highly profitable Rs 1,300-crore skin care market. ľIndia has become a major focus for growth due to low penetration and high operating profits. ľCurrently, the largest market is that of anti-aging skin care. ľIndian consumers have become very fashion and appearance-concious. ľThe demand for anti-aging products is extremely high and the consumer base is not at all price-sensitive.

External Threats:
ľCompanies such...
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