Arimount: Company Overview
Arimount Introduces “NO-GOAT SMELLING X5”
Company Summary:
Arimount is a well-known beauty and grooming company that have been in business for 20 years. They have an average ROI and are well established with a variety of products in its portfolio.
Situation Analysis:
The Company wants to launch a new deodorant. The company Research and Development department has created a new chemical that will allow a deodorant to work up to 5 days-even after showering. The product’s name is “No-Goat Smelling X5”. The company strategy is to top the market share with this revolutionary product.
Competitors:
Arimount top three competitors are: Procter & Gamble with a 36.70 % market share and yearly sales of 488.5 million dollars, Unilever with 18.6 % market share and yearly sales of 245.8 million dollars, and Lever Brothers with a market share of 11.3 % and yearly sales of 149 million dollars. These statistics are bases on 2011 figures.i
Customers:
Customers are very demanding and this new product has the potential in increasing sales by meeting the consumer’s demands. The product is marked to a wide demographic audience that includes younger adults/adolescents, men and women.
SWOT Analysis
Strengths:
Has already a market
Good Financial position
Strong Research & Development – new product
Weakness:
Distribution/ Logistics need to be upgraded, to meet demands.
Marketing /Sales is not at the level it needs to be.
Opportunities:
New product that could help the company increases their sales per year.
Approach all Demographics/ genders market.
Threats:
Strong competition from already strong competitors.
Overall US economy.
Patents or proprietorship right of new product. Legal department
Marketing strategy:
The company will target consumers based in gender and age. There is a strong demand at all ages and gender.
The company will introduce 3 new deodorants that will be targeted to adolescents, men and women.
The company will produce 4 fragrances for
Company Summary:
Arimount is a well-known beauty and grooming company that have been in business for 20 years. They have an average ROI and are well established with a variety of products in its portfolio.
Situation Analysis:
The Company wants to launch a new deodorant. The company Research and Development department has created a new chemical that will allow a deodorant to work up to 5 days-even after showering. The product’s name is “No-Goat Smelling X5”. The company strategy is to top the market share with this revolutionary product.
Competitors:
Arimount top three competitors are: Procter & Gamble with a 36.70 % market share and yearly sales of 488.5 million dollars, Unilever with 18.6 % market share and yearly sales of 245.8 million dollars, and Lever Brothers with a market share of 11.3 % and yearly sales of 149 million dollars. These statistics are bases on 2011 figures.i
Customers:
Customers are very demanding and this new product has the potential in increasing sales by meeting the consumer’s demands. The product is marked to a wide demographic audience that includes younger adults/adolescents, men and women.
SWOT Analysis
Strengths:
Has already a market
Good Financial position
Strong Research & Development – new product
Weakness:
Distribution/ Logistics need to be upgraded, to meet demands.
Marketing /Sales is not at the level it needs to be.
Opportunities:
New product that could help the company increases their sales per year.
Approach all Demographics/ genders market.
Threats:
Strong competition from already strong competitors.
Overall US economy.
Patents or proprietorship right of new product. Legal department
Marketing strategy:
The company will target consumers based in gender and age. There is a strong demand at all ages and gender.
The company will introduce 3 new deodorants that will be targeted to adolescents, men and women.
The company will produce 4 fragrances for
References: Kotler, Philip. Keller, Lane,.(2012).Marketing Management .(14th ed.). Upper Saddle River, NJ: Prentice Hall.