True Body Products Case Study

Case Questions: True Body Products
Qn#1: Janice Shade should not consider introducing scented soaps to the existing all-natural soap product line.   True Body Products ought to uphold its environmental conscious value, and continually market all-natural soaps which existing customers enjoys. Introducing scented soap would see True Body Products incur more costs in acquiring pure essential oils, negatively affect consumer’s mindset on product’s quality, and forfeit the probable support that the firm would attract from ‘green’ concept campaigners.
Qn#2: Shade should increase in-store shelf space by contacting more stores and chains for appropriate space allocation, increasing the number of product on displays, expanding the product line by introducing liquid unscented soaps, effectively build planograms, and finally, applying strategic marketing. Having a variety of unscented soaps packages on the shelves will drive sales   Planograms helps in effectively managing product-space ratio, and enhance sales volume. Finally, strategic marketing through social networking, online video ads, and local listings, will bolster efforts to drive in-store traffic.  
Qn#3: Shade’s concerns over the proposal by Whole Foods to charge higher prices on the unscented soaps are justified. This is because any attempt to increase the price would compromise the ethical stance of True Body products in availing affordable, unscented and all-natural soap products. Further, consumers going for unscented soaps have diverse health issues like allergies, therefore increasing the price would ultimately lead to lost sales as consumers seek alternative all-natural brands. Also, increasing prices would force True Body Products to reposition the brand as a prime product, thus contravening the firm’s value statements.
Qn#4:   The marketing strategy should comprise of positioning statement, pricing strategy, channel/distribution strategy, and promotion...