This document summarizes a case study about Skin-Tique Corporation and issues with their soft and silky shaving gel product's packaging. It provides background on the company's current situation with bottles not meeting consumer preferences for aerosol packaging. A SWOT analysis identifies strengths like an established brand but weaknesses like not having the technology for all product types. Alternative strategies are presented like redesigning packaging in-house or outsourcing. Recommendations include developing a marketing plan to make the product more attractive and increasing promotions. A short-term action plan outlines steps to take over the next two months to redesign packaging, find an outsourcing partner, and build new marketing strategies to increase sales and profits.

1. Skin-Tique Corporation
Soft and Silky Shaving Gel
Presented by Stefanie Aguila
Maria del Carmen Ebang

2. INDEX
● Executive Summary
● Current Situation
● Swot Analysis
● Questions
● Alternative Strategies
● Recommendations
● Action Plan
● Case update

3. Executive Summary
This case study talks about a company called skin-Tique and of the problem the
company has.
The situation analysis covers the swot analysis the internal and external environment of
the company. The case study then does an analysis on the questions faced by the
product manager and the different options she has.
A study of financial data and projection is done to reach a conclusion for the case.

4. OUR OFFICIAL WEBSITE

5. OUR
PRODUCT

6. Current Situation
The company is actually in a hard situation regarding their product packaging since their
package comes in bottles and most of the customers prefer an aerosol package
inasmuch as it positions in a high quality product , and If they fail to meet consumer
expectations, they may face problem in acquiring new market share, also they may lose
current market share.

8. Swot Analysis
Internal Factors
Strength Weaknesses
● Established position
● Established product brand
● Loyal existing customers.
● Company owns manufacturing
plant.
● Established product placement
where customers expect to
locate.
● The company does not have the
technology to produce some products like.
● Expenditure to maintain sales volume.

9. Swot Analysis
External Factors
Opportunities Threats
● The new package design will
force customers to buy in large
quantities instead of small
quantities
● The product is viewed as a line
extension of products
● Since its creation it has been packaged
in tubes; bottles or jars.
● Competition and introducing competitive
products.
● Economic threats like devaluation of
currency, interest rates, unemployment
rate

10. Questions
Problem
1. How to change the packaging of the product?
Answer: To introduce a packaging aerosol that achieved attention draw an audience that
claim innovation.
Marketing Tool: Social networking
Main action: To attract the customers
2. What size of container should be introduced (5 ½ oz or 10 oz)?
Answer: We choose 10 oz because the sales volume will increase more than 5 ½.
Marketing Tool: Media planning
Main action: To Modernize the product.

11. Questions
3. How it will resolve his threat?
Answer: To innovate every years the product packaging.
Marketing Tool: Media format
Main actions: To increase the product in the market
4. How the company can reduce cost of production?
Answer: The company can outsource manufacturing to a third party.
Marketing tool: Media planning
Main actions: To innovate new products for the customers.

12. How it can increase the sales volume?
Introducing marketing mix strategies.
● PRODUCT STRATEGIES
● PLACE STRATEGIES
● PRICE STRATEGIES
● PROMOTION STRATEGIES

13. ● Product Strategies
Modernize the product and recover the lost sales.
Invest in new manufacturing plan
● Place Strategies
Product’s placement and disponible in the most important and popular supermarkets in
USA.
Ex: Trader Joe’s, Publix, Raley’s, Wegmans, Market Basket.
Marketing Mix
Americans spend a lot of time
and money grocery shopping.
The average shopper visits the
store about 88 times a year,
spending upwards of $6,000.

14. Marketing Mix
● Price Strategies
Discounts in supermarkets, stores and drugstores.
● Promotion Strategies
To give special offers, gifts and free samples to attract customers.
Media Formats:
-Radio advertising: Advertising messages in local stations like WHTZ-FM , KIIS-FM,
WKSC-FM, KHKS-FM.

15. Marketing Mix
-Outdoor advertising:
Advertising posters on kiosks and fences.
Advertising on plastic shopping bags.
Billboards: Advertising in public areas appearing large posters or electronic pannels.
-Tv advertising: Tv commercials in local channels like HBO, CBS, ABC, TNT.
-Internet advertising:
Webisodes (Mini movies of the product in the web).
Google adwords main traits: SEM positioning.
Adverts in Social Networking: Facebook, Twitter, Instagram, LinkedIn.

16. Marketing Mix
Magazine and newspaper advertising: Informative adverts in local newspapers, free
newspaper, general news magazines, Women’s fashion magazines.
Ex: The new york times, Daily news, Consumer reports, Cosmopolitan magazine.
-Mobile Advertising: SMS and MMS messages (Direct marketing).

17. Alternatives strategies
1. Redesign the packaging of the product using the installed capacity of the company,
this means that it should start a plan of expansion and modernization of the plant
and machinery.
2. The company should continue with the current packaging (tubes) of product and
remain focused on the company's positioning as idea fundamental to the
maintenance of the sales.
3. Redesign the packaging using outsourcing, search for proposals of production for
the new packaging of aerosol (contract filling) and develop the product in our own
facilities, which would reduce costs and does not oblige the company to make an
investment in the production capacity of the company.

18. Recommendations
● Development of a marketing plan that consists of a comprehensive study of tastes
and preferences that consumers have in choosing the design and functionality of the
product.
● To make the product more attractive and innovative to the view of consumers.
● In order to activate the brand in the different points of sale, it is recommended to the
enterprise to be more aggressive promoting the product in different places in order
to increase sales.

19. Recommendations
● To have a stronger product than competitors
products.
● It is necessary that the product arrives at all
the possible establishments where
consumers require, in addition to having a
significant presence in the market.

20. Action Plan
Actions Time frame Anticipated Profits
Short term Redesign the packaging of the
product
1 month To increase the sales
and to be more
competitive
Short term Search for the best company to do
outsourcing
1 month To reduce costs of
production and to
increase the utilities
Short term Build new marketing strategies 2 month To penetrate on the
market with the
modernization of the
product

21. Case Update
After comparing all the issues we can conclude that in two years, the company it will
have high profits because it has been using the necessary strategies to increase the
sales and to be more competitive penetrating on the market with the modernization of the
product and reducing costs of production to increase the utilities. In this way, they can
attract both customers the ones who aim to use small packages and the others who
prefer the big one. In fact long term, the company will have higher profits.