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Marketing Plan Part A

Marketing Plan Part A. By: Zoe Kulina , Kayla Rivas, Diane Ruthhuber , Kristin Vargas, Michaela Slutsky. February 27, 2012 Principles of Marketing MAR 250 - 20458 Professor Ravi Dhingra. Market Trends.

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Marketing Plan Part A

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  1. Marketing Plan Part A By: Zoe Kulina, Kayla Rivas, Diane Ruthhuber, Kristin Vargas, Michaela Slutsky February 27, 2012 Principles of Marketing MAR 250 - 20458 Professor Ravi Dhingra

  2. Market Trends

  3. External Factors

  4. Major Competitor Strengths Weaknesses • Proves to be one of the best detergents at removing stains such as grass, blood, and lipstick • Available in different sizes to suit any family’s laundry needs • Messy pouring system • Confusing customers when measuring by having blue liquid and blue lid

  5. Competitor’s Market share Tide is the leading laundry soap in the United States with over 40% of the market share Official website ranked as the twelfth Most popular site by market share of visits Company spends millions of marketing dollars per year to maintain that market share

  6. Customer’s shopping habits and usage • Customers stay loyal to brands that has been used in their family from generation to generation • Individuals 35 years old and younger who started living on their own at a young age are less likely to buy traditional packaged laundry detergent • Customers have a strong loyalty and our competitor’s brand are for heavy users and regular users

  7. Laundry Segmentation Map The percentages found were 38% of mothers, 27 % of fathers, 20% of single adults, 9% of elderly and 6% of college students are the predominate laundry washers in the United States.

  8. Top Competitors Tide, All, Arm & Hammer, Gain, Purex, Xtra, and Cheer. Most market to women and mothers of the house Fathers, elderly, and you people are mostly untapped markets

  9. CompetitorAds

  10. Our Product

  11. Consumer Preferences

  12. Target Consumer/Market

  13. Logo & Trademark

  14. Packaging & Design

  15. Positioning Statement “Keen” detergent is the one laundry detergent that provides young urban dwellers (ages 18-30) with a compact and long-lasting detergent, dryer sheet and stain-stick combo, because it is efficiently packaged, has micro-fleck cleaning power and is easy to carry it makes the cleaning experience quick, green and simple!

  16. Works Cited Aguirre, Sarah. "6 Best Laundry Detergents." About.com Housekeeping. Web. 23 Feb. 2012. <http://housekeeping.about.com/od/productreviews/tp/laundrysoap.htm>. Challener, Cynthia. "The Laundry Market Grows Globally." ICIS.com. Chemical Industry News & Chemical Market Intelligence, 18 June 2008. Web. 18 Feb. 2012. <http://www.icis.com/Articles/2008/06/23/9133531/the-laundry-market-grows-globally.html>. Consumers Union. “Laundry Detergent Buying Guide”. ConsumerReports.org, Jan. 2009. Web. 20 Feb. 2012. < http://www.consumerreports.org/cro/appliances/laundry-and-cleaning/laundry-detergents/laundry-detergent-buying-advice/index.htm>. Howden, Lindsay M. “Age and Sex Composition 2010:2010 Census Briefs.” Census.gov, May 2011.Web.20 Feb 2012. < http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf>. “Looking to Reach College Students”. BurstMedia, Jul. 2007. Web. 20 Feb. 2012. <http://www.burstmedia.com/assets/newsletter/items/2007_07_01.pdf>. Neff, Jack. "The Dirt on Laundry Trends Around the World." Adage.com. Ad Age Global, 14 June 2010. Web. 17 Feb. 2012. <http://adage.com/article/global-news/global-marketing-dirt-laundry-trends-world/144398/>. Prescott, LeeAnn. "Case Study: Tide Boosts Traffic 9-Fold." IMediaConnection.com. Web. 23 Feb. 2012. <http://www.imediaconnection.com/content/7406.asp>. "Soaps and Other Detergents, Except Specialty Cleaners." Business.highbeam.com. HighBeam Business. Web. 20 Feb. 2012. <http://business.highbeam.com/industry-reports/chemicals/soap-other-detergents-except-specialty-cleaners>. "Thinking Made Easy." PROCTER AND GAMBLE'S TIDE: A CASE STUDY. Web. 23 Feb. 2012. <http://ivythesis.typepad.com/term_paper_topics/2008/02/procter-and-gam.html>. Tovey, ER. “Effectiveness of laundry washing agents and conditions.” PubMed.gov. Web. 20 Feb. 2012. <http://www.ncbi.nlm.nih.gov/sites/entrez?Db=PubMed&Cmd=ShowDetailView&TermToSearch=11544455&ordinalpos=1&itool=EntrezSystem2.PEntrez.Pubmed.Pubmed_ResultsPanel.Pubmed_RVDocSum>. Wellner, Allsion Stein. “The Power of the Purse: Consumer Spending by Age Group”. American Demographics, 1 Jul. 2002. Web. 20 Feb 2012. <http://encore.pace.edu:50080/ebsco-web/ehost/pdfviewer/pdfviewer?sid=945fd7ac-c4c1-4754-af86-5b1bb84674d2%40sessionmgr115&vid=3&hid=107>. Stalmans, Mark. “History of Washing: How did we improve our washing methods since prehistory?” Scienceinthebox.com. Web. 20 Feb. 2012. <http://www.scienceinthebox.com/en_UK/pdf/history-of-washing.pdf>. Zissu, Alexandra. “Laundry Detergents.” TheGreenGuide.com. Web. 20 Feb. 2012. <http://www.thegreenguide-magazine.com:81/thegreenguide/summer2008/?>

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