1

Colgate-Palmolive Softsoap Classics Liquid Hand Soap in 7.5oz bottles Meyer & Jones

“Daisy,” (n.d.)

2

Executive SummaryThe following research was completed by Macaela Jones and Erin Meyer to analyze Softsoap Liquid Hand Soap in 7.5oz bottles in all scents. All primary research was conducted through an ethnography with six University of Kansas students. All secondary research was conducted using the Softsoap and Colgate-Palmolive websites and the online databases Mintel and Redbooks.

This creative brief highlights the target audience, features, benefits, current and desired brand images, direct and indirect competitors, ethnographic research, advertising goal and the ultimate strategic message for Softsoap Liquid Hand Soap.

After completing our primary and secondary research we have come to the conclusion that Softsoap Liquid Hand Soap is designed for middle-to-low-income mothers. We also found that the products’ key features are its inexpensive price, pleasant scent and convenience. Our creative brief explores various topics that lead to a better understanding of the Softsoap Liquid Hand Soap product.

“Softsoap Lavender & Chamomile,” (n.d.)“Daisy,” (n.d.)

Table of Contents

3

Front Cover 1Executive Summary 2Table of Contents 3Product, Company & Industry 4Target Audience 5Features and Benefits 6Current Brand Image 7Desired Brand Image 7Direct Competitors 8Indirect Competitors 8Ethnographic Summary 9Ethnographic Findings 10-11Advertising Goal 12Strategic Message 12References 13-14

“Softsoap Lavender & Chamomile,” (n.d.)“Daisy,” (n.d.)

Product, Company & Industry

Colgate-Palmolive was originally founded in 1806 (“Statistics,” 2015). Softsoap was initially created by Robert R. Taylor in 1980 (Chawkins, 2013, Sept. 11). Colgate later acquired the Softsoap liquid soap business in 1987 from Taylor’s Minnetonka Corporation (“Our Company: History,” 2015).

Colgate-Palmolive is a multidimensional company that focuses on industries such as Pharmaceuticals & Health Care Products and Cosmetics & Toiletries (“Colgate-Palmolive Company,” 2015). Colgate-Palmolive is now in 223 countries around the world (“Colgate’s Investor Presentation,” Feb. 2015) and had a net sales of $17,277,000,000 in 2014 (“Colgate-Palmolive Annual Report,” 2014).

Softsoap is the global leader in liquid hand soap with 51 percent of liquid hand soap buyers using Softsoap products (“Soap, Bath and Shower Products,” 2015). Softsoap is devoted to eradicating the germs and bacteria families face in their day-to-day lives (“Softsoap Liquid Hand Soap, Cherry Blossom, 7.50-Ounce,” 2015). It also contributes in helping Colgate-Palmolive hire its estimated 37,400 employees (“Statistics,” 2015).

Softsoap Classics Liquid Hand Soap is generally offered in 7.5oz bottles and eight different scents (“Liquid Hand Soaps Classic Collection,” 2015). The average price for one bottle of Softsoap Classics Liquid Hand Soap in a 7.5oz bottle is $1.59 (Grossman, 2000, Mar. 20) and can be found in various grocery stores around the nation, retailers such as Target, Walmart, Staples, Walgreens, Rite Aid and CVS, and online retailers such as Amazon and drugstore.com (“Where to Buy,” 2015).

4“Daisy,” (n.d.)

DemographicsThe low price, convenience, smell and effectiveness of Softsoap reflects their demographic target market. Softsoap Liquid Hand Soap is used most commonly by women, particularly women aged 35-54. It is important to note here that women are motivated by seasonal scent options and aesthetics (“Soap, Bath and Shower Products,” 2015. Feb.).

The incidence of acceptance for hand soap is also elevated among households with children (“Soap, Bath and Shower Products,” 2015. Feb). The most frequent consumers have a household income between $100,000 to $149,000 per year followed by the household income of $25,000 and $49,999 per year (“Soap, Bath and Shower Products,” 2015. Feb.). Softsoap is used in close to half of Hispanic households (“The Private Label Hispanic Consumer,” 2012, Aug.).

PsychographicsConsumers of Softsoap Liquid Hand Soap are concerned about price. Two-out-of-five users stock up on hand cleansing products when they are on sale. Another 22 percent of consumers always purchase the least expensive liquid hand soap/hand sanitizers available, which tends to be Softsoap. (“Soap, Bath and Shower Products,” 2015. Feb).

Softsoap customers are also generally concerned about the safety of the ingredients in their products. They will often research the ingredients and production process of making the soap. (“Soap, Bath and Shower Products,” 2015. Feb).

Twenty-seven percent of users are concerned that hand-cleansing products are too drying on their skin (“Soap, Bath and Shower Products,” 2015. Feb) so beauty and appearance are important to consumers.

5

Target Audience

“Daisy,” (n.d.)

Features & Benefits

6

Reduced Environmental ImpactEnvironmental policies, practices & performance place it among the best 50% of companies (Softsoap Hand Soap, Lavender and Chamomile, n.d.).All brand pumps & bottles are recyclable (“Frequently Asked Questions,” 2015).

Safe IngredientsIngredients contain low levels of health concern (“Softsoap Hand Soap, Lavender and Chamomile”).Safe for family use (“Frequently Asked Questions,” 2015).

Prevent Animal AbuseWorking to reduce the use of animal testing (Softsoap (“Colgate-Palmolive Co.”), 2010).Softsoap formulas don’t include animal by-products (“Frequently Asked Questions,” 2015).

Seasonal Scents & DesignsSeasonal options offered for holidays (“Frequently Asked Questions,” 2015).

Nature Inspired FragrancesVariety of scents that freshen up the room and hands (“Frequently Asked Questions,” 2015).

Long Lasting ProductsTwo-year shelf life (“Frequently Asked Questions,” 2015).

Reliable ProductMost Trusted Brand over all categories from 2003-2007, 2011 and 2012 (“Colgate-Palmolive Company SWOT Analysis,” 2014).

Affordable PriceOffer lower prices to consumers (“Colgate-Palmolive Company SWOT Analysis,” 2014).

ConvenienceSold in over 200 countries & locations (“Colgate-Palmolive Company SWOT Analysis,” 2014).

“Daisy,” (n.d.)

Current Brand ImageThe interviews we conducted for primary research determined that the current brand image of Softsoap Liquid Hand Soap is a cheap but effective product. It is an acceptable substitute to higher priced soaps, such as Bath & Body Works and Method (M. Jones, E. Meyer, observation, April 18, 2015).

One flaw that Softsoap has is that it lacks a modern appearance such as that of Bath & Body Works and Method. Its low price and comparable scents make it a fighting competitor. Due to the lack of recent news about Softsoap we feel that we would like alter the softsoap product.

7

Brand Image

Desired Brand ImageOur desired brand image is a modern, safe and good-smelling soap that is still affordable for all families. The top of mind awareness and market share is already dominated by Softsoap yet our research revealed there are many things Softsoap can do differently.

The primary research that we conducted leads us to surmise that Softsoap should keep the soap as low-cost as possible but redesign the bottle to be more aesthetically pleasing to appeal even more to their target audience (“Soap, Bath and Shower Products,” 2015, Feb.) (M. Jones, E. Meyer, observation, April 18, 2015).

The target market also prefers products that are safe for them and the environment (“Soap, Bath and Shower Products,” 2015. Feb.). Softsoap needs to emphasize their environmentally friendly practices and advance them by using recycled plastic for their bottles.

“Daisy,” (n.d.)

EquateEquate is the Walmart generic brand of hand soap. This is a direct competitor of Softsoap because the price is comparable. Most of the consumers of Softsoap are middle-to-low income families so price is a deciding factor in soap (“Soap, Bath and Shower Products,” 2015, Feb.).

8

Competitors

Bath & Body WorksBath and Body works’ 8.75 fl oz $5.50 gentle foaming hand soap is an indirect competitor of Softsoap’s originals liquid hand soap. It is an indirect competitor because it offers a more expensive luxury soap, unique foaming and moisturising capabilities and fruit extracts. This different soap contrasts with Softsoap’s simple design, inexpensive price and liquid consistency (“Gentle Foaming Hand Soap,” 2015).“Foaming Soap,” (n.d.)

The Body ShopThe Body Shop offers its Honeymania 3.5 oz bar soap which is an indirect competitor of Softsoap’s liquid hand soap. It is an indirect competitor because it offers its soap in a bar form with imprinted designs, fair trade ingredients, lathering capabilities and an organic scent. This product is different than Softsoap’s liquid hand soap because it offers organic and fair trade ingredients and a non-liquid-soap consistency (“Soaps,” 2015).

MethodMethod offers a modern and trendy design with environmentally friendly ingredients. They are a direct competitor because they offer similar benefits as Softsoap. (“Method,” 2015).

DialDial is also a direct competitor because of the comparable price and scents. Dial, however, provides antibacterial properties in all of their soaps where Softsoap does not in their Classics collection (“Dial,” 2015).“Dial Lavender.,” (n.d)

Direct Competitors

Indirect Competitors

“Equate Cucumber Melon,” (n.d.)

“Method Gel Hand Soap,” (n.d.)

“Honeymania Soap,” (n.d.)

“Daisy,” (n.d.)

Ethnographic Summary

9

Our FindingsWe first used the product and discussed our findings. Our testing revealed that the spout of the container is easy to get soap out of. It also provides a sufficient amount of soap to wash your hands with only one pump. We also found that the soap consistency made it easy and effective to wash our hands. The liquid soap was was easy to wash with and it provided a fresh scent after we finished washing our hands. Our participants thought generally the same thing (M. Jones, E. Meyer, observation, April 18, 2015).

Our ParticipantsOur ethnographic research included watching and interviewing six different University of Kansas students. They are all members of Alpha Delta Pi sorority and involved in many clubs and activities on and off of campus. We watched the students wash their hands using a Softsoap Liquid Hand Soap and then asked them questions about the product. (M. Jones, E. Meyer, observation, April 18, 2015).

Name: Lillie HaughYear: Sophomore

Hometown: Olathe, Kansas

Name: Sara SchwartzYear: Sophomore

Hometown: Leawood, Kansas

Name: Abigail HartmannYear: Junior

Hometown: Wichita, Kansas

Name: Emily KawolaYear: Junior

Hometown: Boston, Massachusetts

Name: Molly DouganYear: Junior

Hometown: St. Louis, Missouri

Name: Jordan GrabberYear: Sophomore

Hometown: Paola, Kansas

All names and photos are being used with permission.“Daisy,” (n.d.)

10

Ethnographic FindingsProduct UsageWe had participants use a sink, the same type of soap, and paper towels in order to watch them use the product. We used Softsoap Coconut and Warm Ginger scented soap in a 7.5oz bottle (M. Jones, E. Meyer, observation, April 18, 2015).

All participants used only one pump’s worth of soap. Participants would either use one pump and then turn on the water or turn on the water and then use one pump. They all engaged in approximately 30 seconds of hand washing before turning off the water and drying their hands (M. Jones, E. Meyer, observation, April 18, 2015).

All but one participant commented on the smell of the soap while washing their hands. People used this product in the bathroom. One participant mentioned they would have it in their kitchen but it was overwhelmingly used in the bathroom (M. Jones, E. Meyer, observation, April 18, 2015).

Nothing seemed out of the ordinary. We were surprised with how many participants were particular with Softsoap because their parents use it. All of the participants use the soap in the same manner and no one used it differently than expected (M. Jones, E. Meyer, observation, April 18, 2015).

“Daisy,” (n.d.)

Ethnographic FindingsDiscussionWe learned that the product is well-known and that it’s cheap. Many of our participants liked the soap because it was cheap but effective and smelled good (M. Jones, E. Meyer, observation, April 18, 2015).

Five out of the six participants used Softsoap because their parents bought it at home. We were surprised that so many of these participants bought the soap solely because their parents did. One even said that if she were to be overwhelmed in the soap aisle, she would buy Softsoap because it was comfortable and safe (M. Jones, E. Meyer, observation, April 18, 2015).

The motivation for product usage was family use of the product and the price. These participants used the soap after the bathroom but three participants said they use it before eating, after being outside, or just because. People were loyal because it was safe. Five participants have been using it out of habit by their parents for years so it was safe. Those five were also loyal because the scent and the quality is premium compared to the cost creating a high value for consumers (M. Jones, E. Meyer, observation, April 18, 2015).

We learned a couple things that could be improved to make the product better. One of our participants said that the product can be easily knocked over because of the round-shape bottle. Another participant said that she prefers foam soap over liquid so that would be something to consider. Our participants typically used the product in the same way and same steps when washing their hands (M. Jones, E. Meyer, observation, April 18, 2015).

11“Daisy,” (n.d.)

Advertising Goal

12

Softsoap Liquid Hand Soap maintains its top-of-mind awareness while allowing consumers to save money with an aesthetically appealing and safe hand soap that the entire family can use.

Our Strategic Message

Our advertising goal is to advertise directly towards younger stay-at-home mothers. We would do this by creating daytime television commercials.

A study was completed that stated that “women spend almost 40 minutes more than men every day watching straight television — 4 hours, 11 minutes” (Lunden, 2012, Oct. 5). The increase in commercials would hopefully catch the attention of mothers and cause them to purchase Softsoap Liquid Hand Soap.

“Daisy,” (n.d.)

References

13

Annual Measured U.S. Media Spend. (2015, March 9). Redbooks, Retrieved Online on 2015, April 10 from: http://www.redbooks.com.www2.lib.ku.edu/advertiser/COLGATE_PALMOLIVE_ COMPANY/.Chawkins, S. (2013, September 11). Robert R. Taylor dies at 77; entreprereneur created Softsoap. Los Angeles Times. Retrieved Online on 2015, April 20 from: http://articles.latimes. com/2013/sep/11/local/la-me-robert-taylor-20130912.Colgate Annual Report. (2014). Colgate, Retrieved Online on 2015, April 10 from: http://www.colgate.com/us/en/annual-reports/2014/home/. Colgate’s Investor Presentation. (2015, February). Colgate, Retrieved Online on 2015, April 20 from: http://files.shareholder.com/downloads/CL/70824652x0x495369/d221de82-cc52- 4439-89d0-b96ea0448191/Colgate_Overview.pdf.Colgate-Palmolive Annual Report. (2014). Colgate, Retrieved Online on 2015,, April 20 from: http:// investor.colgate.com/secfiling.cfm?filingID=1628280-15-846.Colgate-Palmolive Company. (2015). Redbooks, Retrieved Online on 2015, April 20 from: http:// www.redbooks.com.www2.lib.ku.edu/advertiser/COLGATE_PALMOLIVE_COMPANY/.Colgate-Palmolive Company SWOT Analysis. (2014, November 14). Retrieved Online on 2015, April 11 from: http://web.ebscohost.com.www2.lib.ku.edu/bsi/pdfviewer/pdfview er?vid=4&sid=4e8e2cd5-a741-4361-b911-63ec30a832f7%40sessionmgr4002&hid=4214.Colgate Product Locator. (n.d.) Colgate World of Care, Retrieved Online on 2015, April 10 from: http://www.econsumeraffairs.com/col/productlocator.htm.Dial. (2015). Dial Soap, Retrieved Online on 2015, April 20 from: http://www.dialsoap.com.Frequently Asked Questions. (n.d.). Retrieved Online on 2015, April 1 from: http://www.colgate.com/app/Softsoap/US/EN/FAQs.cvsp.Gentle Foaming Hand Soap. (2015). Bath and Body Works, Retrieved Online on 2015, April 20 from: http://www.bathandbodyworks.com/product/index.jsp?productId=33022726& cp=12587004.12936131.4191863.Grossman, A. (2000, March 20). Colgate revamps Softsoap, enters new category. Drug Store News, p. 40. Retrieved Online on 2015, April 10 from: http://search.proquest.com/abicom plete/docview/204778302/859148EBB7114DF3PQ/17?accountid=14556. Liquid Hand Soaps Classic Collection. (n.d.). Colgate Palmolive, Retrieved Online on 2015, April 10 from: http://www.colgate.com/app/Softsoap/US/EN/Liquid-Hand-Soap.cvsp#Collec tion=Classics-Collection.Lunden, I. (2012, October 5). Nielsen: Women Watch More TV Than Men, But Connected Games Consoles Are Changing That. Tech Crunch. Retrieved Online on 2015, April 20 from: http:// techcrunch.com/2012/10/05/nielsen-gaming-tv-console/.M. Jones, E. Meyer, observation, April 18, 2015.Method. (2015). Method Home, Retrieved Online on 2015, April 20 from: http://www.methodhome.comOur Company History. (2015). Colgate, Retrieved Online on 2015, April 20 from: http://www.colgate. com/app/Colgate/US/Corp/History/1961.cvsp.Soaps. (2015). The Body Shop, Retrieved Online on 2015, April 20 from: http://www.thebody shop-usa.com/bath-body-care/body-cleansers/soap/honeymania-soap.aspx.

Soap, Bath and Shower Products - US - February 2015. (2015, February 1). Retrieved Online on April 10, 2015, from: http://academic.mintel.com/display/716476/. Softsoap (Colgate-Palmolive Co.). (2010, June 9). PETA, Retrieved April 10, 2015, from: http://features.peta.org/cruelty-free-company-search/cruelty_free_companies_company.aspx ?Com_Id=2640&Donottest=-1&Product=0&Dotest=-1&RegChange=8&Country=-1&Key word=.Softsoap Hand Soap, Lavender and Chamomile. (n.d.) GoodGuide, Retrieved Online on 2015, April 10 from: http://www.goodguide.com/products/148574-softsoap-hand-soap-lavender-re views-ratings.Softsoap - Media Spend By Category. (2015, March 9). Retrieved Online on 2015, April 10 from: http://www.redbooks.com.www2.lib.ku.edu/advertiser/COLGATE_PALMOLIVE_COMPA NY/.The Private Label Hispanic Consumer - US - August 2012. (2012, February). Retrieved Online on 2015, April 10 from: http://academic.mintel.com/display/636312/?highlight#hit1.Softsoap Liquid Hand Soap, Cherry Blossom, 7.50-Ounce. (2015). Alibaba, Retrieved Online on 2015, April 20 from: http://guide.alibaba.com/shop/softsoap-liquid-hand-soap-cherry-blossom- 7-50-ounce_9933243.html.

14

PhotosDaisy. (n.d.). Carithers Floral. Retrieved from: http://www.carithers.com/images/pageMakerImages/Daisy111080783941.jpgDial Lavender. (n.d.). KMart. Retrieved from: http://www.kmart.com/beauty-bath-body-hand-soap-sanitizers/b-25184Equate Cucumber Melon. (n.d.). Walmart. Retrieved from: http://www.walmart.com/search/?query=Equate%20Soap&cat_id=1085Foaming Soap. (n.d.). Bath & Body Works. Retrieved from: http://www.bathandbodyworks.com/product/index?productId=330227Honeymania Soap (n.d.). The Body Shop. Retrieved from: http://www.thebodyshop-usa.com/bath-body-care/soap/honeymania-soap.aspxMethod Gel Hand Soap(n.d.). Method. Retrieved from: http://methodhome.com/products/gel-hand-wash-brambleberry-gelato/Softsoap Lavender & Chamomile. (n.d.). Menards. Retrieved from: https://www.menards.com/main/p-2711159.htm

“Daisy,” (n.d.)