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Mapping The Supply Chain For Deodorant Soap

924 words - 4 pages

Mapping the Supply Chain for Deodorant Soap

James Brown

MKT/421

May 08, 2014
Ken Metz

Mapping the Supply Chain for Deodorant Soap

In 1970 Colgate-Palmolive marketed Irish Spring deodorant bar soap for the first time (Colgate-Palmolive Company, 2015). Irish Spring is one of many products produced by the 200 year old maker of personal care products. This paper will examine and map the supply chain used to produce, distribute, and sell deodorant soap.
Manufacturer
Colgate-Palmolive Company (CPC) uses outside manufacturers to provide the raw materials necessary to produce Irish Spring and its other deodorant soap products. According to CPC’s 2013 form 10-K, it spent ...view middle of the document...

A man carving the side of a bar of soap to show the striped cross section and a woman stating “Manly, yes, but I like it too” were also featured in television commercials. These ads combined with free or discounted trials through coupons, ensure CPC got the product into the hands of the consumer. In order for the consumer to have access to the product it had to be distributed.

Distribution
For the largest retailers such as Wal-Mart and Costco, Colgate-Palmolive will distribute directly to each company. Convenience stores (C-stores) or small grocery stores are examples of smaller customers of CPC and will require a distributor to acquire products. One example of a distributor for C-stores is Price King Online. Price King Online offers Irish Spring as an original 4 ounce case of 80 for $37.60 (Price King Online, 2015). Price King will receive shipment from the manufacturer, break the product down from bulk quantities into sizes necessary for C-stores, and ship the product to each retailer. Price King does not offer credit to its customers. For most small retailers, distributors will not extend credit unless the retailer is established. Once the distributor has the final packaged deodorant soap, it needs to be sent to the retailor for the final phase of the supply chain.
Retailer
Once the store has the product it must be marketed to the consumer. In order to get a consumer to purchase the product, the consumer must come to the store. A good way to have consumers become customers is through advertising to targeted groups of consumers. Using television ads and newspaper ads can help entice potential customers to come to the store.
A consumer’s local grocery store may put together a promotional insert for the local newspaper or to be distributed by mail. The promotion can offer a discount or coupon provided by both CPC and the...

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