COMPETITOR STRENGTH WEAKNESSES

Safeguard  widely known and

used brand of soap  Lacks of recently-
 wide- reaching user developed products
based  Lack of convenient
 Strong brand name merchandise line
worldwide  Dissolves quickly in
 Market its products for the water
Hygiene

Safeguard is our competitor given that it is one of the top leading anti-bacterial soap here

in our country which is the Philippines. It has edge of having enormous purchaser than other

anti-bacterial soap brand. Additionally, Safeguard focuses on the Traditionalists’ segment

meaning their target market are typically middle-aged people who are married; one of the most

important priorities for them is the protection of the family. Moreover, it advertises its product

through commercials in well-known television networks. On the other hand, it lacks of improved

product line and it does minor reiteration in terms of scent and color for the past years. Also,

their soap is made in a family size bar making it only for a home-based use and not convenient

for travel use.

Our advantage from this anti-bacterial soap brand is that we have a divergent user based

from them and instead of bar soap we offer paper soap that is handy and environment friendly.

This soap also moisturizes and does not leave the skin dry unlike other anti-bacterial soap.

Furthermore, the paper soap can be use piece by piece ensuring that each piece can be properly

applied to the body and no material can be wasted.