Badedas case

1. The Market of BODY CARE IN ITALY: players of the Market and Pricing

We OBSERVED that The Body Care market in Italy is well established and it is composed by 5 product categories:
• Deodorants (35%)
• Liquid Soap (18%)
• Shower (16%)
• Bath (29%)
• Wipes (2%)

In the year 2004, the Sales of the five categories have increased both in value (+2,7%) and in volume (+1%), mainly because ofthe increment of the two main categories: Bath (+2,7%) and Deo (+4,2%).

Consumers of this market:
• 61% use the same product for Bath and for Shower.
• 84% prefer the Bath foam; it is the most used for Bath.
• 36% of the interviewees prefer the Bath foam also in the shower, mainly due to the lower price per volume.

• PLAYERS IN THE MARKET (COMPETITORS):

1. Manneti & Roberts:Manetti & Roberts is one of the oldest producers of Body Care products in Italy, nowadays is the leader in the bath and shower segment (8,4% value shares- FY04), and also the leader in the bath segment (9,2% value shares- FY04) and the fourth in the shower segment (6.9% value shares-FY04) we can observed that that % has been slopping down from 2002, mainly because of the increasing of Palmolive andDove, so we could say that the Italian Market is more interested in creamy and sensations- aromatherapy.
It is a line of Body Care products image tradition of being delicate, good for all the family and neutral on the skin. Borotalco today is not only a brand for bath powder; it is also a brand for a complete line of bath and shower products. The main characteristic is the perfume that is absolutelyidentical to the Bath Powder and that is associated to the idea of bath, baby care, childhood and delicateness.

2. Palmolive:
Palmolive is an old Brand of Solid soap that was imported in Italy for the first time in 1927. It has the second place in the Bath and Shower segment (7,3% value shares- FY04), and the third place in the bath segment (5,5% value shares- FY04), increasing this valuesince 2002. In the Shower segment, it has the second place in shower (10,4% value shares- FY04); this value did not change too much over the last 3 years. Its range of products is based on the idea of aromatherapy and the second brand (Palmolive Nidra) in softness and care. A SHOWER OF SENSATIONS….

3. Dove (UNILEVER):
The major benefit associated to the brand is softness and in fact the Dovesoap is famous to be the first with moisturizing cream.
It has the second place in the bath segment (7.6% value shares- FY04), and the third one in the Bath and Shower segment (6.6% value shares- FY04), because in shower segment Dove is not playing a major role, MAYBE BECAUSE OF IT VERY HIGH PRICE. Since 2002, we observed a continuous increase of value shares. The have also launched in the pastyears: Deodorants, Body lotions, facial cleansers, shampoos, and conditioners, with the same main concept.

4. Nivea (BEIERSDORF):
In the shower segment, we could also find Nivea, (7,7% value shares- FY04), with a big increase over the past three years, and it is on the third place. It is a traditional enterprise for Body lotions and creams, but nowadays they are also playing a major role in theshower sector focusing on products with the perception of delicateness, reassurance, pleasure and comfort.

5. Other players:

• Fisan
• Jonshon &Jonshon
• Infasil
• Guillete: A product targeted for men and focus on shaving products.
• Garnier: A brand from Lòreal Group, focus on easy and fashionable product for young and extroverted people.






About Pricing:


In the BATHSEGMENT:

The highest price is for Dove, followed by Borotalco, then we find mid price for Nivea, Badedas and at the lowest price we have Palmolive.

In the SHOWER SEGMENT:

The highest price is for Dove again, with a big difference between the others, then we find mid price for Nivea, and Borotalco and the lower prices for Palmolive and Badedas with the lowest one.


2. Badedas Current...