Based on what you have read in the case, outline a SWOT analysis  for Noodle

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
icon
Related questions
Question

Case Study: A Noodle for a New Generation

When Sam Rainer launched Noodle in the USA in spring 2021, it was with a clearly 
articulated marketing strategy – a hefty first year sales goal of $ 1.7 Million. Nine months 
after rollout, Rainer’s plan seemed to have worked quite well: His skin care company and 
product line had already topped the $1 Million mark and showed no signs of slowing.
Formerly of Zirh Skin Nutrition, a male skin care line that was acquired by Shisheido in 
2000, Rainer recognized an underserved market segment among young people ages 
fifteen to twenty-nine, a group he called “Generation Me”. A combination of Generation 
X and Generation Y, Generation Me had long been ignored by the more recognized skin 
care companies. Which tended to make products to help older consumers fight such skin 
ailments as wrinkles and recondition aging skin. No serious conservatively price high-end 
skin care solutions existed for young skin problems, such as oily skin, combination skin, 
and acne. That is, until Noodle entered the market.

Noodle’s twelve- product line was developed by a group of dermatologists focusing on 
prevention and maintenance rather than repair. Although the products are serious skin 
care, their names all tie into the lingo used by the Generation Me market. Clean Me face 
wash, Scrub Me Gently facial scrub, Make Me Soft facial moisturizer, Help Me acne cream, 
Renew Me face peel, Make Me Moist body lotion, Rub Me message oil, Wash Me 
Everywhere body wash, Scrub Me Harder body scrub, Heal and Protect Me face and body 
cream for calming and reducing redness, and newest product, Shield Me sunscreen get 
with SPF 15. Noodle intends to focus exclusively on skin care- and not branch out into 
cosmetics – in order to avoid losing the message of serious skin care.

So, with only eleven products when the line was launched (Shield Me was added in Spring 
2002), how did Noodle ring up so many sales in such a short period of time? The starting 
point was zeroing in the Generation Me market. Rainer wanted to identify what fifteento twenty-nine-year-old wanted. He found that they were consumers concerned about 
“me” and wanted products exclusively for “me”. Once the market was clearly identified, 
Rainer developed a product line to meet its needs and wants. That is why none of the 
flagship products contained sun protection. Generation Me likes to look tan, and Noodle 
products are geared toward a youthful market. The new Shield Me seems to send 
conflicting message, but the SPF 15 only gives enough protection not to burn during daily 
activities. Also appealing to the larger target market is the product packaging. Colourful 
products packaged in clear bottles with funky writing attract interest. Creamier products 
are in an innovative style of packaging referred to a “tattle” which is a tube and bottle 
combined, which prevents accidental discharge of the product.

Once the market and products were ready, Noodle introduced them in high-end and 
retailers like Henri Bedel, Bloomingdale’s, Fred Segal, and Nordstrom. The idea was to 
build relationships with stores, train store personnel, and make brochures, literatures, 
and samples available to store customers. Noodle co-sponsored a Teen Appreciation Day 
at Bloomingdale’s during the 2001 back-to-school season with Ralph fragrances, Tony & 
Tina cosmetics, and Lucky magazine. Teens received free facials and makeovers during 
the event, which generated a month’s worth of sales for Noodle in a single day. The cost 
of the sponsorship was minimal.

Keeping promotion costs minimal has been a key tactics for Rainer. Rather than rollout 
his new product and company with a pricey national advertising campaign, he chose to 
use catalogue inserts, postcards, in-store support combined with a heavy sampling 
programme, and store events like the Teen Appreciation Day. Low promotional costs help 
Noodle make the most of its pricing strategy. Price points range from $15 for the Rub Me 
and Scrub Me products to $20 for Help Me acne product.

In a market full of high-priced products aimed at older consumers, Noodle is certainly 
poised to be a long-term success. Noodle brings together a fun, cool skin care line (that’s 
still serious and effective) with the niche market it was designed to serve. 

Question

Based on what you have read in the case, outline a SWOT analysis 
for Noodle

Expert Solution
steps

Step by step

Solved in 4 steps

Blurred answer
Similar questions
  • SEE MORE QUESTIONS
Recommended textbooks for you
Principles Of Marketing
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
MKTG 12:STUDENT ED.-TEXT
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:
9781337407595
Author:
Lamb
Publisher:
Cengage
Contemporary Marketing
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning