Soft and Silky Marketing Strategy Target Market - women aged 25-45 Marketing Strategy - Price Leader - Soft and Silky is price leader in its category (shaving gels for women) Marketing Objectives - Projected sales with cannibalization significantly greater than the difference in production cost of the 5 oz or 10 oz gel containersProduct – 5.5 oz and 10 oz aerosol shaving gels for womenProduct Strategy – Product Development – when considering Soft and Silky's offerings as new, but it is an existing marketProduct Objectives - customer satisfaction by providing a shaving gel that has a lotion scent, reduces skin irritation, moisturizes and a CFC-free aerosol can. Product tactics - during the summer months when shaving is more popular because women wear shorts/skirts etc. in hot weather, we will have packaging tactics to sell more gel in one package.)Price – 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 are doing well, but their sales have been declining over the last four years or so. Pricing Targets – Sales are up 3-5%, but we think we can do better; also maintain margins.Pricing tactics – 20% margin for retailer and 40% margin for manufacturer, keep margin the same, take out net sales.Promotion – AdvertisingPromotion Strategy – Newspaper Advertising, In-Store DisplaysObjectives Promotion Tactics – Encourage women to try new style Promotion Tactics – Pull strategy will be used because we are spending a lot on advertising to develop consumer demand with the new spray can. The push strategy is used to obtain and maintain shelf space in a particular business. Increase advertising to 35% of sales. Channel – IndirectChannel Strategy – Shaving gel is a shopping product for most women and they will not treat it as a convenience product. Adaptability is also a key, we need to place the aerosol gel where consumers can easily find to buy the product. Channel Objectives – Have an intermediary (retailers) to distribute our product. Channel Tactics – Contacting and Maintaining Business with Our Primary ShipperProblemSoft and Silky needs to determine whether to use shaving gels in 5.5 oz spray cans or 10 oz spray cans instead of their tube gels current.