Palmolive Case Analysis

3188 Words Nov 15th, 2012 13 Pages
PMPC
BA 115 A

Case Title:
Palmolive Naturals shampoo: Connecting with the Consumers

Point of View:
Ms. Gigi Alvarez
Senior Product Manager of Palmolive Shampoo

The Problem:
Ms. Gigi Alvarez, senior product manager of Palmolive Shampoo, need to prepare marketing plan for Palmolive Shampoo in five days to be presented to the Marketing Review.

Objective:
To prepare a marketing plan for Palmolive Shampoo in five days to be presented to the Marketing Review.

Areas of Consideration:
1.) Company Background
The present company, Colgate-Palmolive, is an $8.0 billion consumer products company that serves people around the world with well-known brands that make consumers’ lives healthier and more enjoyable. Truly global in scope, its sales
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The first of the series of commercials was aired in December 1989. It was shot in London and it was one of Lea’s first television commercial appearances in the Philippines. The campaign highlighted Palmolive Shampoo as being specially formulated for Asia long, black hair and it was called the “Palmolive shampoo with Conditioner: Special Care for Asian Hair” campaign. Palmolive aired several commercials with Lea Salonga. The campaign was aired on television and radio, and printed in newspapers. These were supplemented by campus tours where Palmolive promo girls distributed free Palmolive shampoo and soap, and flyers and catalogues featuring Lea Salonga. Palmolive was not to be left behind in the hair salons. They obtained the services of hairdresser, Ricky Reyes, as an endorser and also sponsored his “Beauty School Plus” educational television show. He was also featured in commercials cum public relations in caring for the Asian hair and the “Palmolive Hair Crime News” campaign. Alternative Courses of Action:
• The first alternative is to make a marketing plan based on the Price Strategies of Palmolive Shampoo.

Advantages:
Taking pricing decision is one of the critical factors of business for Palmolive Shampoo. To take the pricing decision a proper research needs to be carried out such as on the product availability, competitor's pricing strategy, customer's perceived pricing, customer’s willingness

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