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MNM3709 CASE STUDY
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Case of 1 pages for the course MNM3709 - Strategic Marketing at Unisa (CASE STUDY)
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Cover DeoCover Deo* is a manufacturer of various personal care products, but is most well-known for its
antiperspirant products for male and female consumers, specifically in the 14–25 age group. Cover
Deo offers consumers the latest developments in its market and continually researches newer and
better methods of producing antiperspirant products. Cover Deo has successfully penetrated the
South African market and has been named the best antiperspirant product in the deodorant category
for consecutive years since 2012. The company operates in a very competitive industry that changes
frequently and that is entered on a regular basis by competitors. Unfortunately, in this industry, product
changes and improvements do not serve as a unique selling proposition for very long, since
competitors can easily adapt their products and improve upon new innovations. Despite the intense
competition, Cover Deo prides itself on being one of the best antiperspirant brands on the market.
The company has a broad product line of antiperspirants:
Antiperspirant Original product launched by the brand in 2012; sales have been decreasing
stick since the launch of the gel product
Spray Original product launched by the brand in 2012; sales remain steady despite the
presence of competitors
Gel Launched in 2015 due to consumer demand; it is performing well in the current
market
Sensitive Product launched in 2016 due to consumer demand; bought by a selected
market
Non-residue A product launched in 2016 due to consumer demand; bought by a selected
market
Fragrance free A product launched in 2016 due to consumer demand; bought by a selected
market
Active Seeing that consumers have moved towards healthier lifestyles, which includes
regular exercise, the need for a stronger, longer-lasting product became
apparent. Similar products launched by competitors, together with consistent
performance of competitive products over the past five years, necessitated the
launch of the active variant in the last quarter of 2017. Cover Deo aims to
achieve a 5% market share of the active market after the first year.
To maintain the prestigious honour of being the best antiperspirant product in the deodorant category,
Cover Deo has to ensure that it is always aware of what consumers want and what the competition is
doing. Cover Deo spends a significant amount of time and money on research in order to obtain this
information. Within the organisation, Cover Deo also encourages employees to be innovative, and
rewards employees for introducing successful product ideas. Internal talent management processes
ensure that employees are developed on an ongoing basis, and that interest is encouraged among
employees in various departments of the business. Employees get to experience all the operations of
the business, and are eventually placed in the best-suited departments. Production processes and
systems are continually evaluated and improved upon to ensure optimum production.
*Note: Cover Deo is a fictitious company.
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