Introducing New Hair Product Collection
Introducing the ESSENTIAL hair product series into the market
To: Mr. David Lau
From: Mimien Shuk Chong Poon 101463816
Smiley Suet Man Lee 100088596 of Class: 21909F-3B
Date: 27 April 2012
Hong Kong Institute of Vocational Education
(Tuen Mun)
1. Executive summary To survive in a highly competitive market, a new product must adopt effective strategies to get a foothold in the market. Facing those strong and mature competitors like Pantene and Rejoice, Essential has to put all those strategies into action promptly to prevent striking down by competitors. The objective of this proposal is to seek out the threats and problems for the situation of Essential and suggest probable strategies. Through observation and analysis by our team, we have concluded four existing problems. This proposal analyzes the existing problems of Essential and makes advisements on its potential threats. Recommendations for overcoming the problems are also discussed in this proposal. It suggested that Essential may offers special discounts and gifts for customers to delight them and enhance their loyalty, hold seminars and make advertisements to differentiate the products, and to develop after-sales service to cater and listen to the needs of customers.
2. Introduction
KAO LTD. is a worldwide company founded in 1940 developing consumer product business that targets general consumers. Its business segments include beauty care, premium skin care and hair care products, human health care and fabric and home care, etc. Essential Damage Care series (Essential) is a newly established hair product line by KAO.
Since the hair product market is nearly saturated and that is in extremely intense competition, a new product can be easily failed. By our observation, Essential is still not very popular in Hong Kong, and is not selling well as a whole.
We aim to illustrate the underlying problems in depth and to offer solutions to successfully introduce the products
To: Mr. David Lau
From: Mimien Shuk Chong Poon 101463816
Smiley Suet Man Lee 100088596 of Class: 21909F-3B
Date: 27 April 2012
Hong Kong Institute of Vocational Education
(Tuen Mun)
1. Executive summary To survive in a highly competitive market, a new product must adopt effective strategies to get a foothold in the market. Facing those strong and mature competitors like Pantene and Rejoice, Essential has to put all those strategies into action promptly to prevent striking down by competitors. The objective of this proposal is to seek out the threats and problems for the situation of Essential and suggest probable strategies. Through observation and analysis by our team, we have concluded four existing problems. This proposal analyzes the existing problems of Essential and makes advisements on its potential threats. Recommendations for overcoming the problems are also discussed in this proposal. It suggested that Essential may offers special discounts and gifts for customers to delight them and enhance their loyalty, hold seminars and make advertisements to differentiate the products, and to develop after-sales service to cater and listen to the needs of customers.
2. Introduction
KAO LTD. is a worldwide company founded in 1940 developing consumer product business that targets general consumers. Its business segments include beauty care, premium skin care and hair care products, human health care and fabric and home care, etc. Essential Damage Care series (Essential) is a newly established hair product line by KAO.
Since the hair product market is nearly saturated and that is in extremely intense competition, a new product can be easily failed. By our observation, Essential is still not very popular in Hong Kong, and is not selling well as a whole.
We aim to illustrate the underlying problems in depth and to offer solutions to successfully introduce the products