Banana Boat Swot
Contents
I. Company Overview 3
Product Overview 4 - 11 * General Protection Product 4 - 5 * Sport Protection Product 6 – 7 * Kids and Babies Product 8 – 9 * After sun Protection Product 10 * Mineral Protection Product 11 II. Segmentation, Targeting, and Positioning Strategies 12 - 13 * Segmentation and Targeting Strategies 12 * Positioning Strategies 13
III. Marketing Mix (4Ps) 14
IV. Product and branding strategies 15 - 19 * Product Assortment 16 * Branding strategy & Identify type 18 * Strategy for naming brands 18 * Branding Strategies for new product 19
V. Pricing Strategy 20 - 21 * Pricing Tactics for B2B 20 * Pricing Tactics for B2C 21 VI. Distribution Strategy 22 – 23 * Distribution Intensity 22 * Types of retailer 23
VII. Sales Promotion and Advertising 24 - 26
Company Overview
Organization name: Banana Boat
Address: PO Box 100 Concord West, NSW, 2138
Banana Boat sunscreen in 2007 was the third largest sun lotion brand in the United States. In 2007, the original Banana Boat sunscreen made $38.7 million with market share of 3.36 percent. Also, in 2007 two flanker products made the industry’s top list: Banana Boat Sport made $30.3 million with a market share of 2.63 percent, and Banana Boat’s ultra-mist made $22.7 million with a market share of 1.97. Altogether they made $91.7 million with a percent of 7.96-market share. The 7.96 percent market share of the combined products ranks the Banana Boat brand second behind Coppertone brand products. The market share of Banana Boat has been steadily decreasing. Trends in the sunscreen market are continuing to grow quickly. In 2000, the market made $438.6 million worldwide and in 2007 made $1.15 billion. The increase in the market is an opportunity to increase the brand awareness.
Banana Boat sun care products
I. Company Overview 3
Product Overview 4 - 11 * General Protection Product 4 - 5 * Sport Protection Product 6 – 7 * Kids and Babies Product 8 – 9 * After sun Protection Product 10 * Mineral Protection Product 11 II. Segmentation, Targeting, and Positioning Strategies 12 - 13 * Segmentation and Targeting Strategies 12 * Positioning Strategies 13
III. Marketing Mix (4Ps) 14
IV. Product and branding strategies 15 - 19 * Product Assortment 16 * Branding strategy & Identify type 18 * Strategy for naming brands 18 * Branding Strategies for new product 19
V. Pricing Strategy 20 - 21 * Pricing Tactics for B2B 20 * Pricing Tactics for B2C 21 VI. Distribution Strategy 22 – 23 * Distribution Intensity 22 * Types of retailer 23
VII. Sales Promotion and Advertising 24 - 26
Company Overview
Organization name: Banana Boat
Address: PO Box 100 Concord West, NSW, 2138
Banana Boat sunscreen in 2007 was the third largest sun lotion brand in the United States. In 2007, the original Banana Boat sunscreen made $38.7 million with market share of 3.36 percent. Also, in 2007 two flanker products made the industry’s top list: Banana Boat Sport made $30.3 million with a market share of 2.63 percent, and Banana Boat’s ultra-mist made $22.7 million with a market share of 1.97. Altogether they made $91.7 million with a percent of 7.96-market share. The 7.96 percent market share of the combined products ranks the Banana Boat brand second behind Coppertone brand products. The market share of Banana Boat has been steadily decreasing. Trends in the sunscreen market are continuing to grow quickly. In 2000, the market made $438.6 million worldwide and in 2007 made $1.15 billion. The increase in the market is an opportunity to increase the brand awareness.
Banana Boat sun care products