This presentation outlines how the Softsoap brand can achieve leadership positioning in the premium liquid hand soap (LHS) market within the next five years.
4. Global Growth and Efficiency Program
“2012 Restructuring Program”
Expand commercial hubs
Optimize global supply
chain and facilities
Extend shared
business services
Streamline global
functions
5. How can Softsoap brand achieve a
leadership positioning in the
premium liquid hand soap (LHS)
market within the next five years?
6. In 2014, LHS Category in U.S.
worth $702.9 million
Since 2009, LHS Category in U.S.
grew 15%
Softsoap commands
30.5% market share
Since 2009, Softsoap market share
declined 6.6%
16. Industry Rivalry
Highly Competitive and
Fragmented Market
Power of Suppliers
Distribution Chain Strength
Power of Customers
Greater Product Transparency
Threat of Substitutes
Easy to Switch - Low Costs
Threat of New Entrants
Technology Lowers Barriers to Entry
21. Overall Low-
cost Strategy
Private Label
Focused
Differentiation
Lysol
Best Cost/
Best Value Mix
Softsoap
Market
Target
Type of Competitive Advantage
Lower Cost Differentiation
Broad
Narrow
Broad
Differentiation
Method
Focused Low-
cost Strategy
22. Softening
every moment
Brand Ideal/Purpose
Enriching people’s lives with
moments of joy and confidence.
PERSONA
Delicate Tailor-made Scents
Purity Rejuvenation
Affordable Luxury Everyday Getaway
Fresh Smooth and Nourished
BENEFITS
Comfort Soft Appeal
Olfactory bliss Trust
OWNABLE ASSETS
Clean you can Trust™ 35-year Legacy