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Essay / Research Paper Abstract
10 page paper. The male grooming and hygiene market is one that is dynamic and growing, albeit slowly. Deodorants account for about one-half of this market. Old Spice introduced four new products in 2001, one of which was Cool Contact Refreshment Towels, a deodorizing pre-moistened towlette. The major part of this paper presents a marketing and sales plan for this new product. Data reflecting sales increases in the global men's toiletries industry are included. The last part of the paper discusses why customer care is important and what can be done to improve customer service. Bibliography lists 6 sources.
Page Count:
10 pages (~225 words per page)
File: MM12_PGoldsp.rtf
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Unformatted sample text from the term paper:
in 2002 (Chemist & Druggist, 2003). At the same time, the anti-perspirant deodorants saw an increase of 8.5 percent (Chemist & Druggist, 2003). New products are being introduced into this
market. For instance, in 2001, Old Spice introduced "High Endurance Deodorant Soap, Cool Contact Refreshment Towels, High Endurance Clear Gel Antiperspirant and High Endurance Aerosol" (Grossman, 2001, p. 8). This
essay will present a marketing plan for Cool Contact Refreshment Towels. Old Spice deodorant is the third largest deodorant brand, behind Right Guard and Speed Stick, respectively (Nelson, 2002).
Product & Pricing * Of the four new products introduced in 2001 by Old Spice, Cool Contact Refreshment Towels is reputed to be the most innovative. It is the first
facial cloth on the market especially for men. These cloths are designed to "refresh and provide instant relief from sweat and odor-causing bacteria anytime, anywhere" (Grossman, 2001, p. 8). These
clots are pre-moistened and disposable and they are produced in three scents called: Mountain Fresh, Fresh, and Pure Sport, which align the clots with the scents of the Old Spice
soaps and deodorants (Grossman, 2001). Old Spice is offering three different size packets; there is the trial size of three cloths, which retail for 99 cents, five cloths per
packet with four packets in a package for US$3.79 to US$3.99 (Grossman, 2001). This package is in a toolbox-like tub with the tub being refillable (Grossman, 2001). The product is
said to look masculine (Grossman, 2001). Deodorants account for two-thirds of the companys sales and the companys volume in this sector doubled in the last five years (Grossman, 2001).
Competitive Environment Gillettes Right Guard and Mennen Speed Stick hold the #1 and #2 market for deodorants for men. Old Spice has a larger following among the younger man, in
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