Badedas Case Study - Term Paper Example

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Name: Instructor: Course: Date: Badedas Case Study Badedas is a leading brand of in the Italian market for body care products. Currently, the brand is the most in the bath and shower categories and has significance presence in the liquid soap category. However, the brand has suffered a considerable loss of market share in some of its products…
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Download file to see previous pages Manetti and Roberts has held to the market lead despite its share declining slightly over the period. The major gains in market share have been taken by Uniliver’s Dove products with its overall market share rising steadily over the period. This implies that Badedas’s market has been lost to the competition from Unilever’s product. Market position in shower category Market value shares in shower category Badedas is has been the leading brand in the shower category of body care products in the entire period of the research. However, the market share has dropped marginally over the period to stand at 12.9% from 13.7%. The market share of the closest competitor, Colgate Palmolive, dropped marginally over the period. The biggest gainer in the shower category was BDF Nivea which gained a formidable 2.5% over the period under consideration. Market share in the bath category Badedas was the lowest performer among the top four brands in this category. The market shares for Badedas in this category reduced steadily to stand at 2.6% from a high of 3.6%. Badedas was far behind the market leader at the end of the period by almost 7%. Also, Badedas’s products in this category were far behind even in comparison to the closest competitor in terms of market share. ...
This trend is not satisfying since it implies that Badedas may eventually be ousted from the top four brands in the body care products market. Hence, it is imperative that Sara Lee should lay down strategies to ensure that they reverse the downward trend and extend their market leadership in the shower products category. Most convenient positioning of the brand The Badedas brand should be positioned as a premier practical product for showers among the adult demographic. This is informed by the analysis of the cluster composition of the market needs in the body care products. Essentially, the competence of the product as assessed against the cluster composition of needs of the market give a clear pointer of the best marketing positioning of Badedas. According to the research, the Badedas product has the best score in cluster five which highlights the elements of recognizability and sensations. The product had high ratings in terms of being masculine and dynamic. This implies that the product can easily appeal to the young people who are active and full of energy. The product is also highly suitable for people who are interested in aesthetics and fashion elegance. This again points towards the young people as the best target for the product. The youth are interested the attractiveness of the packaging and the illusion of class in a product. Also, the product gives nice sensations with its long lasting perfume and its modern packaging. The Badedas product also has the element of freshness. This fresh appeal coupled with its practical and concrete nature makes the product a logical purchase for the youth. The package is trendy and gives an idea of luxuriousness. These elements are very attractive to the youth. According to the research, the youth form the largest ...Download file to see next pagesRead More
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