Smells Nice at a Cheap Price Derek Johnson Jaden Scott J 304
Background Founded August 22, 1865 “Improved liquid soap” First Softsoap liquid hand soap created by Robert R. Taylor 1987—Colgate acquired Softsoap from the Minnetonka Corporation Peppermint Candy Cane scent is a seasonal product html
Target Audience Female Mothers Middle age Low-middle income "Mothers are one of the most valuable consumer segments, with purchasing power and influence that exceeds any other demographic group," said David Shim, Founder and CEO of Placed Analytics. not-specialty-shops.html
Product Benefits Affordable Healthy Reliable Good-smelling Festive
Current Brand Image Softsoap brand image Safe Healthy Strong Colgate-Palmolive Company Under fire Hazardous toothpaste chemicals Potentially cause cancer “I like the Softsoap brand because with two boys, we go through soap like crazy in my house,” said Angie Redpath. “I don’t want to spend $4 on a fancy bottle that’s going to be gone by the end of the week.” found-in-colgate-total-toothpaste-linked-to-cancer/
Desired Brand Image Healthy hand soap Affordable price that doesn’t sacrifice quality “Delicious smelling clean”
Direct Competitors Method hand soap $3.99 Bath and Body Works 5/$18 7/$24 Dial ~$4 Dove ~$3-5 = &cm_sp=FO-_-AB-_-AB
Indirect Competitors Germ-X Purell hand sanitizer Wet Ones hand wipes
Advertising Goal To get moms of children to buy Peppermint Candy Cane soap during the holiday season
Strategic Message Holiday season also means cold and flu season Peppermint Candy Cane soap will get rid of germs Domino effect Prevent spread of sickness between family members Pleasant Scent Smell of holiday spirit