-We are a fairly new company, which means we have much room for expansion. Sexy Beast is our first product, but like Old Spice, we could very easily and quickly expand our product width and depth
Weaknesses: -Because we are a high end product, some people won’t be able to purchase our product, but that only means we don’t have to sell nearly as many. However, if we have a bad month or quarter we will be in serious trouble because we will have a surplus and might not be high end anymore
-Our container for Sexy Beast may be tall and skinny, but it does not hold as much as some of our competitors
-We are a very new company, which means we don’t have the following or aren’t as well known or renowned as some of our other competitors
-Sometimes the push button that opens the cap gets stuck, and that could potentially make the customer unsatisfied and unhappy
Opportunities: -We could expand on the fact that the bottle doesn’t hold as much body wash as some of our competitors, we trade off having a sleek better looking container for the fact that it simply doesn’t hold as much as our competitors
-We need to do some major publicity, promotion, and get our name out in the public. Many people already know who Old Spice and Selson Blue are, but because we are high end we really need to be better known. This is one area will be easier to do than some, but is much more important than many others as well.
-We have a very good looking trade character, who looks a lot like a boar. This is also an area that is going to be easy to expand upon; we believe he will be a well known for his looks and the fact that it is in fact a beast, who we tried to make look sexy
-Since it is only one name with only one smell, we could make several smells and colors to correspond to each name, such as making a Sexy Beast Lime, with a dark green container to it
Threats: -Any company who makes body wash is a competitor, and a threat. They are the people who we are trying to beat and eventually buy out so we have a monopoly on the body wash industry. Even at that big of a stretch, we will hopefully sell as much or more than any competitors
-Old Spice is defiantly our leading threat and competitor, for they are the leading body wash sellers, with many fragrances and sizes, plus many container shapes as well
-The fact that Axe also is a major seller of body wash puts them also as a major threat. Plus with almost every bottle you purchase, you get a free shower scrunch. This means they are not only much cheaper, but they give you a promotional item with each purchase
-Most all body washes come in several fragrances, and so far we only have one. That puts us in a tough spot because people might get tired of the same old smell day after day
Overview of the S.W.O.T.: As you have seen I have a pretty good grasp on my strengths, weaknesses, opportunities, and my threats. My plan is to try to keep my strengths strong, turn my opportunities into strengths. Then I will turn my weaknesses to opportunities, and eventually strengths. Then finally, I will eliminate my threats. Sounds like a sound plan to me.
People
The people I am trying to sell to is the upper-middle class and upper class. This is considered a high end product. It is going to be aimed at a very certain demographic of people. Young adult males who are bachelors, who want to smell nice for the ladies. It will however be available to women. (Obviously a woman can buy any body wash they want) It will be available to all races and colors. We will however aim it at large cities populated by males, because that is our main target. We will also aim it at people and cities with a large budget, because we are going to one of the most expensive body wash available on the market. It will not matter what the occupation is of the customer is though. Young men are usually trying the new fad or hippest thing at the time, which we are counting on and hoping to use to gain their support until we are much better known.
Price
We are going to be one of the only high end body washes, which puts at both an advantage and disadvantage. An advantage because we are going to be known for being a high end body wash, but a disadvantage for being so expensive. One bottle of Sexy Beast will range depending on the location of purchase, from $35-$60. The main reason we chose this price is the same as most high end colognes, we will be know for being so expensive. We will have a cache to our name. When people ask you what your smell is, you will respond with saying Sexy Beast, and they will know you like to buy nice things for yourself. That you are buying in the upper class. We won’t have to sell as much though to make the equilibrium. Some of our top competitors will be Old Spice, Axe, and Selson Blue. Old Spice bottles of shower body wash usually range from $7-$13, which isn’t even close to our price. Plus, they are one of the most well known producers of body wash, and they are the leading distributor of it. We will try to make our trade character the Sexy Beast a major factor in making our commercials enjoyable, which will hopefully make us well known enough so when people go to buy body wash, they at least consider us. We do not think we will ever beat Old Spice, but will definitely thoroughly try. Axe will also be a major competitor because they target the exact same demographic as us. The plan we have for overcoming this is using mudslinging, because in the past they have been criticized for saying they have different fragrances but use the same exact product. Hopefully this will give us a good enough edge to overcome this obstacle until we are well enough known to expand our product line. The biggest problem though will be that they have virtually the same container, so you are getting the same amount, but they only charge $6-$15 for different sizes and fragrances. Our slogan however will hopefully make people understand why we are the better choice, “You can’t put a price on class”. Our last major threat is Selson Blue, which is a mixture of body wash and hair wash in the same container. It is, in my opinion, ingenious. It is a new idea and they are the first to use it. We really don’t have any plan to compete with them because they use the fact that they prevent dandruff, and it is fairly cheap. It usually costs $3-$7. It is a fairly large company and the only customers they take away are those that just want a good body wash for cheap and have dandruff, which probably wouldn’t buy our product because it cost so much. So they are only a competitor in the sense that they are just large enough to affect our profits because they sell so many body wash bottles, which is also what we sell.
Place
We plan to sell it in Canada, and the U.S.A. We will use Wal-Mart, Target, Cosco, and Sam’s Club to sell Sexy Beast. We will use these because they are the largest movers of body wash in Canada and the U.S.A. We will put our product right next to all the other body washes because then when people will walk buy and see our dark blue container sitting next to the usually brighter colored containers and want to see what it its because it stands out. We will only send a couple bottle to each store because we will only have to sell a couple in each store to make a profit because it’s so expensive. Plus we won’t have to have a warehouse to keep it in. By the time they sell we will have enough to just send out again. And if there ever is a surplus then we will probably go out of business anyways and it won’t matter. We will use semi trucks to send it across the country and up to Canada. So then we will be able to save money and deliver a few at every stop and we will save even more money because we will only need a few trucks.
Promotion
The plan is make a T.V. commercial at the time of 5:00 P.M.-10:00 P.M. We chose that time because that’s when most people get off work, and most people watch T.V. when they get home from work. We are high end, so you pretty much have to have a job to afford to buy Sexy Beast. Our commercials will heavily feature our cartoon trade character the Sexy Beast. He will usually be doing something gross or dirty, then when women start to sneer and walk away, he will wash himself in Sexy Beast body wash and will be sexy, and all the women will come running over to him and it will be humorous. Then he will hold up the container and wink and smile. Then the slogan will come across the screen that says “Sexy Beast, You Can’t Put a Price on Class”, referencing the fact that it is a very expensive bottle of body wash. This will play well with our target demographic because they will think it is humorous and will remember our commercial when they go to the store to buy body wash. They will remember that when they got home from a long day at work the commercial made them laugh and enjoy them selves. And if we’re really lucky, they will agree with us that you can’t put a price on class and will buy our body wash instead of the competiors.
