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Soft and Silky Shaving Gel Company Background Parvaderm Corporation is a manufacturer of women’s personal-care products. The company’s line of products includes facial creams, hand and body lotions, and a full line of women toiletries sold under different brand names. Products are sold by drug and food-and-drugstores through rack jobbers. Rack jobbers are actually wholesales that set up and merchandise retail displays. Soft and silky shaving gel was introduced in the spring of 1991. The product was viewed as a logical extension of the company’s soft and silky brand of hand and body lotions and required few changes in packaging and manufacturing. The unique dimension of the introduction was that soft and silky shaving gel was…show more content…
Her choices are either to introduce a new aerosol 5 1/2 oz can or 10 oz can to the product line along with the original tube. 2) Masters must decide whether to approve a market test of the new products to a limited cross-section of drug and food-and-drug stores and to see if it was necessary to add additional funds for a market test. Decision Factors Uncontrollable Factors: * Unit sales volume for Soft and Silky Shaving Gel had slowed and then plateau in recent years. * The growth of Soft and Silky Shaving Gel sales had overburdened production capacity and scheduling. * The Company had no manufacturing capacity expansion for the coming 3 years. * Aerosol packaging had become the dominant design for women’s shaving creams and gel. IV. Objective: IN Short Term: * To introduce the new package design to the market via market test * To make the aerosol container as their new packaging design * To cannibalize the tube packaging * To increase their overall sales In Long Term: * To be the leading company worldwide that offers women’s shaving products SWOT ANALYSIS V. Areas of Consideration: Strengths * Soft and Silky Shaving Gel was positioned as a high quality women’s shaving gel. * The company’s positioning strategy was successful in differentiating its product
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