Toiletries business, by definition covers any product used for the cosmetic and personal care. The producers for different target user groups had segmented the toiletries products since a long time ago. Therefore, the toiletries produced specifically for babies are not something new for consumers.



The baby toiletries products have a wide range of product line, from the one consumed heavily by the user group like soap, shampoo and powders, to the light consumption ones like lotion, cream, oil, cologne, hair tonic and so forth.



The study covers the heavy consumption items, soap, powder and shampoo, as the benchmark for the volume attractiveness measurement towards the new product introduction.



The objective of the study is to see how attractive the introduction of a premium brand in the Zwitsal product line, as one way to assume the market leader position from the closest competitor, Johnson & Johnson.



Resecearh Location: PT Kiwi Prodenta Indonesia

Supervisor: Hadi Satyagraha, PhD.

Accepted: December 1995