Possibilities for improving results
Facts
Global Marketing folly
Awareness high but not too many people tried the product
Highest conversion after trial
Canadian Market
Price sensitivite customer
Soap industry revenue 105mil
Growth 4-5%
Volume growth stagnant at 1-1.5%
Retailer power
Shelving positioning crucial
Cutthroat competition
Acceptable brands 3-4
Trend towards bundle packs
Additional pressure due to liquid soaps
Quebec Market
2.3 Million households - 80% french speaking
26% of Canada's population
Campaign
Not enough people tried it
Triers loved the product
Stay in skin care segment
Further evaluation in Ottawa
Understand why the product was so successful in France
What does Canadian Customer want?
Resolve team issues - Get people on board
New advertising
Emphasise makes skin soft smooth - 5% too low
Lower "no reaction" - 46% too high
Promote regular use
Partner with retailers
New promotion
Distribution
Not available where I Shop - Too high at 29%
Find a new niche segment
Further Evaluation
Luxury soap for women
New advertising
Keep pricing
Work with Retailers
Customized for Canadian Market