Badedas Essay

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Badedas case Badedas products: * Liquid soap – 4 products * Bath – 4 products * Shower – 12 products The shower category is where the company has invested more, especially in promotional activities. Badedas shower foam is characterized by : * Fresh perfume * Sensation of freshness and revitalization * wide variations of products * practical package (useful tap) Market share: Bath – Neutro Roberts highest value share and highest volume share Palmolive and Dove are growing (innovation) while Badedas is going down in volume and in value as a consequence of the low investment in the category Shower – Badedas volume is growing while value is decreasing (promotional activity) Nivea is growing Competition is becoming higher Bath and Shower – Badedas is stable in volume but is losing value share because of a decrease of the prices Problems: 1. unbalanced investment in favor of shower category (problem with MKT SHR) 2. intense promotional level and contained innovation have negatively affected the price Study on the market research: Segmentation Positioning Cluster 1: Badedas has a very low coverage of the cluster. There are many other competitors like: Neutro Roberts, Nivea, J&J and Infasil that are stronger and have a good positioning. Moreover, if we consider the 1° dichotomous dimension which has the bigger influence on the sample variances we can see that Dove is very well positioned near the cluster even though it is not seen as a functional product and it is too much sophisticated and specific to women to completely satisfy this type of customers. Anyway, there are too many competitors for this cluster and the only way to compete is decreasing the price Cluster 2: The situation is similar to the previous one. Cluster 3: Badedas attributes are not

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