MKTG4781: Marketing Management Strategy
Soft and Silky: Case Write-up
11/2/06


Target Market - females age 25-45
Marketing Strategy - Price leader – Soft and Silky is the leader in price in their category (women's shaving gels)
Marketing Objectives – Projected sales with cannibalization to be significantly higher than the difference in cost to produce the 5 oz or 10 oz gel containers
Product – 5.5 oz and 10 oz aerosol shaving gels for women
Product Strategy – Product Development – if one considers Soft and Silky's offerings new, but it is an existing market
Product Objectives - customer satisfaction by providing a shaving gel that has a lotion scent, reduces skin irritation, moisturizes, and an aerosol can with no CFCs
Product Tactics – during the summer months, when shaving is more popular because women are wearing shorts/skirts, etc. in the warmer weather, we will have packaging tactics to sell more gel from one packages)
Pricing – Is competitive for the 5.5......

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Title: Jones Blair Situation Analysis
Approximate Word Count: 1356
Approximate Pages: 6 (250 words per double-spaced page)

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