1. Smells Nice at a Cheap Price Derek Johnson Jaden Scott J 304

2. 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  http://www.colgate.com/app/Softsoap/US/EN/Ingredients.cvsp#anch7  http://news.yahoo.com/robert-r-taylor-creator-softsoap-dead-77- 174800880.html  http://www.colgate.com/app/Colgate/US/Corp/History/1961.cvsp

3. 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.  http://www.bizreport.com/2014/01/study-moms-prefer-national-chains- not-specialty-shops.html

4. Product Benefits  Affordable  Healthy  Reliable  Good-smelling  Festive

5. 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.”  http://www.collective-evolution.com/2014/09/13/chemical- found-in-colgate-total-toothpaste-linked-to-cancer/

6. Desired Brand Image  Healthy hand soap  Affordable price that doesn’t sacrifice quality  “Delicious smelling clean”

7. Direct Competitors  Method hand soap  $3.99  Bath and Body Works  5/$18  7/$24  Dial  ~$4  Dove  ~$3-5 http://www.bathandbodyworks.com/category/index.jsp?categoryId =12587004&cm_sp=FO-_-AB-_-AB

8. Indirect Competitors  Germ-X  Purell hand sanitizer  Wet Ones hand wipes

9. Advertising Goal  To get moms of children to buy Peppermint Candy Cane soap during the holiday season

10. 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