Marketing for Systema Mouthwash

1.0 Executive Summary

Systema mouthwash is developed by Lion Corporation, which is known as the No. 1 Oral Care Company in Japan. Although Systema mouthwash has been in the Singapore market for 3 years, research and findings have shown that the product has low awareness level. This is attributed through some of the problems in the marketing mix, which are packaging of product, minimum advertising and promotion and product placement at the distribution channels not maximized.

In this project, we recommend to revamp the packaging of Systema mouthwash and launching the ‘new’ product in the market. It will be a 1 year campaign; main focus will be during the first 3 months with higher frequency in advertising and promotion. On top of this, product exposure will be increased at the distribution channels. With these moves, the sales revenue of Systema mouthwash is targeted to increase by 30% from January to December 2010.

2.0 Introduction

The mouthwash industry is very big and huge potential growth due to the increase in awareness of people in taking care of their set of teeth. The demand for mouthwashes has been significantly increasing due to its convenience in using it almost anywhere you are. This has led to many companies trying to penetrate this profit making industry. A variety of mouthwashes have been created by the companies competing against each other, all trying to create one which would find favor with the consumers.

The increase in awareness of dental care can be seen in the significant increase of people buying expensive products to take care of their teeth and also going to the dental clinic on a regular basis to have a check-up and clean their teeth. Besides this, organization like the Singapore Dental Health Foundation, which promotes dental health and increase dental awareness in Singapore, does public education by organizing talks to schools, workplaces and other organizations.

3.0 Company and Product Background

LION Corporation Singapore Pte Ltd is a wholly owned subsidiary of LION Corporation Japan, which has been established since 1891. Since its inception in 1982, (Appendix 9.1) Lion Singapore has marketed a wide range of successful brands and product in the various segments, ranging from the categories of home care, beauty care, baby care to oral care.