The Andrew Jergens Company

Mission

Kao¡¦s mission is "to strive for the wholehearted satisfaction and enrichment of the lives of people globally" through the Company's core domains of cleanliness, beauty, health and chemicals.
Fully committed to this mission, all members of the Kao Group work together with passion to provide products and brands of excellent value created from the consumer/customer's perspective. In so doing, we "share joy with the consumer/customer".

Objectives
1. To sell approximately 1 million dollars with introduction of Jergens Ultra Healing Intense Moisture Therapy by the end of the quarter of introduction.
2. To introduce product to 75% of population of men and women through samples and bathroom dispensers by year-end 2005.
3. To obtain
a 30% market share, with sales of

SWOT Analysis Internal Strengths:
ľ Corporation has been in business since April 5, 1882.
ľ Leading competitor in the soap and cosmetics industry.
ľ Carry tradition of quality and experience which their consumers know, respect, and trust.
ľ The Jergens company produces a variety of 14 moisturizers and body washes.
ľ The Andrew Jergens Company sells its products in over 50 countries and territories.
ľ Jergens provides wide range of products that are differentiated based on proprietary technology, and provides unique benefits to consumers.
ľ The Andrew Jergens Company is a subsidiary of the Kao Brands Company which also owns brands such as Ban, Biore, Curel, Guhl, and John Freida.

Internal Weaknesses:

External Opportunities:
ľ India has a highly profitable Rs 1,300-crore skin care market.
ľ India has become a major focus for growth due to low penetration and high operating profits.
ľ Currently, the largest market is that of anti-aging skin care.
ľ Indian consumers have become very fashion and appearance-concious.
ľ The demand for anti-aging products is extremely high and the consumer base is not at all price-sensitive.

External Threats:
ƒæ Companies such as Dabur, Himalaya Products, Garnier, Maybelline, L¡¦Oreal as well as others are already distributing their skin care products in India.
ƒæ L¡¦Oreal is in the process of establishing a manufacturing plant in Pune, which is a major city in India. This plant will manufacture hair color, hair, and skin care products for the Indian
market.
ľ P&G is expected to be another big competitor with their fastest growing billion-dollar brand, Olay.

Market Strategy Target Market Strategy:

Marketing Mix
„« Product:
„X Jergens Ultra Healing Intense Moisture Therapy and Jergens Ultra Healing Intense Moisture Hand Therapy are clinically proven to heal and prevent dry skin, even in the most extreme temperatures.
Their Intense Moisture Therapy formulas for hand and body absorb quickly, doubling your skin¡¦s moisture content while nourishing cuticles and strengthening nails. Then they lock in healing hydration for a full 24 hours, preventing the return of dry skin. This product is available in 2.5 oz and 11 oz bottles. The ingredients include Water, Glycerin, Distearyldimonium Chloride, Petrolatum, Isopropyl Palmitate, Cetyl Alcohol, Dimethicone, Propylparaben, Methylparaben, and Sodium
Chloride.
„« Placement/Distribution:
„X Jergens Ultra Healing Intense Moisture is available through many retail stores as well as online through drugstore.com in the United States. When marketed in India, this product will continue to be available through retail stores such as
„« Promotion:
„X Jergens employees many marketing personnel to create their promotions which are available in print in many top magazines, as well as television commercials. Jergens also produces many press releases and has an extensive website (www.jergens.com) which contains information on their products, company and career opportunities.
„« Price:
„X The retail price of Jergens Ultra Healing Intense Moisture is $5.99 as labeled at www.drugstore.com. This price will be approximately 279.02 INR due to the exchange rate of 46.5806 Indian rupees per U.S. dollar.

Implementation, Evaluation, and Control