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Soft and Silky Shaving Gel I. Introduction Skin-Tique Corporation manufactures and sells women's personal-care products such as facial creams, hand and body lotions, and a full line of women's toiletries. Products are sold by drug and food-and-drug stores through rack jobbers. Rack jobbers are actually wholesalers that set up retail displays and keep them stocked with merchandise. They receive a margin of 20 percent off the sales price to retailers. In 1988, Skin-Tique introduced Soft and Silky Shaving Gel. The unique dimension of the introduction was that Soft and Silky Shaving Gel was positioned as a high-quality women's shaving gel. The positioning strategy was successful in differentiating Soft and Silky Shaving Gel from existing men's and women's shaving creams and gels at the time. And it has been sold in a tube since its introduction. This packaging was adopted because the company did not have the technology to produce aerosol containers...

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