Organic Soap

Organic Soap

M’Lady’s Marketing Strategy Report

November 18, 2010

From
To:   Head of Marketing, M’Lady’s

Cc

Subject:   creating stronger positioning and improving company’s brand image

There is currently a growing demand for natural and organic body products among the group of young adults age 18 to 34. M’Lady’s is established in the local market of Ann Arbor as a producer of such products targeted towards women age 35 to 65. The current goal of this company is to capitalize on the growing young adult segment by marketing their products toward this age group while simultaneously maintaining their current customer base.

M’KAN’s recommends that M’Lady’s pursues a strategy to strengthen their overall brand image.   Currently, the image of the company is weak, loosely defined and will only attract an older segment. The suggested strategy in this report includes the details necessary to achieve a stronger position. If the chosen strategy is implemented, the desired end result will be an increase in market share among younger customers accompanied by overall company growth in the industry.

Situation Analysis

The Market
The bath and shower industry is comprised of these products: deodorant bar soap, non-deodorant bar soap, liquid hand soap, liquid soap for body (gels, mousses, body shampoos and body washes), and bath products, including fragrances, bubble bath, scrubbers and massagers.   In 2009, the U.S. bath and body industry sales reached almost $2 million, an increase of 3.5% since 2008.   Even in the current recession it is expected that bath and shower products will remain a consumer goods staple and will continue to grow.

However, one noted barrier of growth has been companies’ inability to produce innovative products that will attract new customers and shift consumers’ purchasing habits.

The natural and organic personal care segment which includes bath and shower and body products, is expected to outperform conventional...