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…show more content… 5.5 or 10 ounce
Cannibalization of there own product
U. S. dollar value of womens wet shaving products - $ 400 million in 2002.
Sales growth-3 to 5 percent per year since 1997.
Razors and blades - 72 percent of womens wet shaving products. ($288 million in 2002)
Shaving creams and gels-28 percent of annual sales. ($112 million in 2002)
Women spend, on average- $ 11.00 for razors, blades, and shaving preparations per year.
Women had few products to choose from
1993- Only 2 competitive products available
1997 – womens shaving cram and gel category emerged
Improvement in shaving technology
Late 2002 several competing brands
Increase in advertising and promotion budgets.
First mover advantage -S. C. Johnsons Skintimate , Soft Shave.
Satin Care ( Gillette) - A 7 oz Gel costing $ 2.99 is the lowest priced shaving gel.
Soft Shave ( White Labs)- A 9 oz. Lotion costing $ 1.82 is the lowest priced shaving lotion in the market.
Inverness Ultra- Lubricating Shaving Gel ( Inverness Corp.)- A6 oz. Gel costs $ 6.95 is the highest price shaving gel, they offer ultra lubricant.
The only three products sold in a tube-Inverness Ultra- Lubricating Shaving Gel, Soft Shave lotion and Soft and Silky Shaving