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in the warmer weather, we will have packaging tactics to sell more gel from one packages)
Pricing ? Is competitive for the 5.5 oz aerosol and tube ($3.50 and $3.95 respectively), and the 10 oz aerosol ($4.25).
Pricing Strategy ? Soft and Silky has a premium pricing strategy and they have been doing well, but they have tapered in the last four or so years in sales.
Pricing Objectives ? Sales was increasing 3-5%, but we believe we can do better; also maintain margins.
Pricing Tactic ? 20% margin for retailer and 40% margin for the manufacturer, keep margin the same, take away from net sales.
Promotion ? Advertising
Promotion Strategy ? Advertising in newspapers, in-store displays
Promotion Objectives - Encourage women to try new style
Promotion Tactics - Pull strategy will be used because we are spending a lot on advertising to build up consumer demand with the new aerosol can...
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