Kao Brands Global Marketing Project

Mission

KaoÐŽ¦s mission is "to strive for the wholehearted satisfaction and enrichment of the lives of people globally" through the Company's core domains of cleanliness, beauty, health and chemicals.

Fully committed to this mission, all members of the Kao Group work together with passion to provide products and brands of excellent value created from the consumer/customer's perspective. In so doing, we "share joy with the consumer/customer".

Objectives

1. To sell approximately 1 million dollars with introduction of Jergens Ultra Healing Intense Moisture Therapy by the end of the quarter of introduction.

2. To introduce product to 75% of population of men and women through samples and bathroom dispensers by year-end 2005.

3. To obtain a 30% market share, with sales of

SWOT Analysis

Internal Strengths:

Ñ"ж Corporation has been in business since April 5, 1882.

Ñ"ж Leading competitor in the soap and cosmetics industry.

Ñ"ж Carry tradition of quality and experience which their consumers know, respect, and trust.

Ñ"ж The Jergens company produces a variety of 14 moisturizers and body washes.

Ñ"ж The Andrew Jergens Company sells its products in over 50 countries and territories.

Ñ"ж Jergens provides wide range of products that are differentiated based on proprietary technology, and provides unique benefits to consumers.

Ñ"ж The Andrew Jergens Company is a subsidiary of the Kao Brands Company which also owns brands such as Ban, Biore, Curel, Guhl, and John Freida.

Internal Weaknesses:

External Opportunities:

Ñ"ж India has a highly profitable Rs 1,300-crore skin care market.

Ñ"ж India has become a major focus for growth due to low penetration and high operating profits.

Ñ"ж Currently, the largest market is that of anti-aging skin care.

Ñ"ж Indian consumers have become very fashion and appearance-concious.

Ñ"ж The demand for anti-aging products is extremely high and the consumer base is not at all price-sensitive.

External Threats:

Ñ"ж Companies such as Dabur, Himalaya Products, Garnier, Maybelline, LÐŽ¦Oreal as well as others are already distributing their skin care products in India.

Ñ"ж LÐŽ¦Oreal is in the process of establishing a manufacturing plant in Pune, which is a major city in India. This plant will manufacture hair color, hair, and skin care products for the Indian market.

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