Analyzing Arimount Marketing Plan

Arimount Marketing Plan

Marketing Plan: Situation Analysis

Segmentation & Target Market Analysis

Segmentation of the market encompasses aligning the different consumers of the company into segments or groups that have common interests and needs and will have the same reactions to actions in the market. This includes segmenting the consumers demographically, geographically, psychographically and also behaviorally (Warner, 2010). The target market for this new product to be unveiled by Arimount encompasses male individuals between the age of 18 and 30 years old. These are individuals who function for most part of the day and therefore sweat. This particular segment of employees is selected for the reason that the deodorant will last for a longer period and therefore letting the consumers feel more fresh and smelling great for a longer period.

Competitive Analysis

The beauty and grooming industry is one that is immensely competitive. This is owing to the reason that different companies offer varying and a range of products with different scents and consumer preferences. In the unveiling of the new deodorant product in the market, Arimount will face immense competition from the following companies:

1. Old Spice

This is a department of Proctor & Gamble that offers a product line of grooming products for men, which encompass antiperspirant, deodorant, body wash, body spray, and fragrance, consisting of cologne and after-shave.

2. Dove

Dove for men is a product line that is created by Unilever. This particular brand started as a beauty soap in the year 1957 bar that had been empirically established to be softer for both dry and sensitive skins in comparison to other prominent soaps. In the contemporary, Dove for Men offers products, which include deodorants, body wash, and face wash.

3. Axe

This is a line of products that is provided by Unilever. The products that are produced by Unilever are retained in more than 180 nations. In Australia, United Kingdom and also Ireland, these products are retailed as Lynx. Axe products consist of shower gel, deodorant, and hair products, for instance shampoo and conditioner, and styling gel. Axe prices are competitively priced and can be bought at grocery chain stores, big box stores, online, and drugstores. The products of Axe are retailed at between $3 and $5.

4. Gillette

Similar to Old Spice, Gillette is a brand that was recently bought by Proctor & Gamble. In particular, this brand is a product line that offers not only shaving gel, deodorant, body wash, but also razors. Gillette products can be bought online, in major stores, big box stores, and pharmacies. The prices set for the brand's products begin at merely $3 for shave gel and rise to $5 for body wash. Deodorant is priced competitively at $5 (Kotler et al., 2009).

SWOT Analysis

Strengths

1. Brand Recognition and Reputation

Arimount has been in operation for 20 years and has been successful in its industry. As a result, the company has built its brand and attained great reputation over the years. This is a strong suit for the company as it has been able to attain and retain new consumers (Lamb et al., 2012).

2. Distribution Control

One of the strong suits that the company has is that it has a strong control over its distribution channel. In addition to a new product line, the company will be able to ensure that its products get to the right consumers.

3. Diversity

By delving into this new venture, the company will have a competitive strong suit in terms of diversity and variety in products that are offered to the consumer, that is the different grooming and beauty products (Lamb et al., 2012).

Weaknesses

1. Intense Competition

One of the weaknesses is the intense competition that the company stands to face in the market place. There are already established brands such as Nivea, Dove and Axe, which have already become household names.

2. Loyalty to Brand Names

The other weakness is that the company is a brand on beauty and grooming and not distinctively on deodorant. This could be a weakness as it will be very difficult to lure loyal consumers from already used to brands such as Old Spice, Dove and Axe.

Opportunities

1. Collaboration

The company has a great prospect of collaborating and cooperating with other online retailers to offer Arimount products. This will enable the company to retail more products and reach a wider number of consumers.

2. Social Media