Description
I want sections B and C. Our launch will be in the city of China, specifically the city of Shanghai and Guangdong. The age for the target market is from 18 to 40.I have attached to you a feedpack for the professors specializing in the subject for some advice that I should follow and take from it what concerns paragraphs B and C.
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WGB650A – INTERNATIONAL MARKETING PLAN
PROF. RAVI DHINGRA – SACRED HEART UNIVERSITY
As you develop your international marketing plan, consider the unique market,
consumer habits and competitive conditions of that country and and how these
might impact your marketing strategies in that country. It should be based on indepth research and insights you have conducted into that country. It should align
with your overall global business plan and should include the following:
Overview: New product concept/business opportunity
Section A
Market analysis and research
Section B – C
Marketing strategies (product, pricing, promotion, distribution)
Section D – G:
Sales forecasts and financials
Section H – J
A.
THE BUSINESS OPPORTUNITY – NEW PRODUCT CONCEPT
1. New Product Concept: Clearly define/summarize the new product
concept, including brand name, product packaging visual, ingredients, key
benefits, and ingredients, for your international launch. Provide an
illustration of the product packaging to help management get a better
understanding of the key benefits of your product concept.
2. UVP (Unique Value Proposition): What will be different about this new
product that will give it a competitive advantage over similar existing
products in that country?
3. Job to be done: What is the functional, emotional, or social dimension that
the product fulfills? What consumer problem does it solve?
4. New Product Rationale: Explain the rationale for the above and why you
believe this product will be a success. What unfulfilled (unmet) consumer
needs or problems does your product solve?
Note: While you completed this for your U.S. launch, this section should
now be specific to the country/market you are launching into and any
adaptations. You should always adapt key aspects of your brand name
and packaging to better relate to your target country’s culture and taste.
B.
MARKET AND PRODUCT CATEGORY ANALYSIS
1. Market and Product Category and Competitive Analysis and Growth:
–
What is the $ size of the overall market and product category? Is it
growing? What are the key consumer trends that could affect future
© 2024 Prof. Ravi Dhingra
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–
growth? Is it seasonal? Any unique insights into consumer
preferences and patterns for products similar to yours in that market.
Who are some of the major competitors and their market shares?
–
What product category (segment) will you be competing in?
–
Note: Categories are labels that prospects use to segment options into different
buckets. For example, in the laundry detergents market, the categories are liquids,
powders, pods, etc. For the haircare market – categories include shampoos,
conditioners, and hair sprays.
Use SHU Library online databases – ABI/INFORM, Mergent, Business Insights
Global, Global Database, industry facts and figures to support your analysis. You
should also research articles using Google search but make sure they are credible
sources, and not blogs or student papers.
–
C.
MARKET SEGMENTATION & TARGET MARKET ANALYSIS
1.
Target Consumer Profile: Important descriptors include
demographics, psychographics, and attitude/usage. Age, sex,
geographic location, income group, lifestyle, product usage habits,
heavy or light usage, attitude to price, loyalty, and exposure to media.
How will your product address this target consumer? How does it
fulfill their unmet needs?
Will your target consumer profile be the same as in the U.S. or
different? Explain the rationale for your choice. The better your
description of the target market, the more impactful your marketing
plan.
2.
D.
Market Segmentation Map: Develop a grid/map segmenting the total
market for your new product in relation to existing competitive
products – using criteria such as pricing (premium vs. value),
channels of distribution, product benefits, consumer demographics,
psychographics, etc. Which segment will you be competing in, and
why is this a strong choice? Remember that your competitors and
criteria in this market will most likely be different than those in the
U.S.
PRODUCT AND BRAND POSITIONING STRATEGY
1. Brand Name and Trademark. Explain why you chose it, including any
modifications form your U.S. new product proposal.
2. Packaging, variants, and sizes. Description of packaging size, key
components, and ingredients. Highlight product changes include product
modifications for local tastes, packaging sizes and materials. Explain the
rationale for your choices. Note that international markets use the metric
system (ml, mg, gm) for their product weights rather than ounces.
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3. Product Differentiation/Value Proposition: What is the one compelling
benefit that will differentiate your product from the competition
(formula, packaging, convenience, price, distribution, etc.)?
4. Product Positioning Statement: How would you like to position this
product in the minds of your target consumers? (See PPS template on
page 9 and in the lecture powerpoints, and discussed in class). Make sure
to revisit your positioning strategy and ensure your strategy fits your
overall brand strategy and reflects your unique insights about the
consumers.
4 key components of PPS: Target audience, Market category, Compelling
Benefit, Reason why (evidence to substantiate).
PPS Template: For [your target market] who [target market need], [your
brand name] provides [main benefit that differentiates your offering from
competitors] because [reason why target market should believe your
differentiation statement.]
E.
ADVERTISING AND PROMOTION STRATEGY
Your advertising plan should include a description of how you propose to
reach and influence your target consumers in that country.
1. Media Strategy: Based on the media habits of your target consumers, the
traditional and new media to be used, seasonality, flighting. Create a
monthly flow chart (or spreadsheet) by month, showing how your
advertising media and promotion dollars will be spread across Year 1. Be
sure to identify each of the media and promotion categories, e.g. print,
radio, TV, social media, billboards, consumer promotions, trade
promotions, etc. Remember that you do not have unlimited resources to
cover all media. Prioritize. Explain why these are your best choices. Make
sure your choices are specific and reflect unique insights about your
target country, and are appropriate given your budget constraints.
Note: A common mistake is to assume that popular U.S. media like TV,
magazines and social media are also the predominant media in
international markets. Each country is different. In many of the emerging
markets you are considering, billboards, cinema, radio, etc., in addition to
TV, may play a more significant role. So do your research before arriving
at your media strategy.
Similarly, your creative must appeal to the local audience – and as you
have learned in your culture classes, consumers can buy the same brands
like McDonald’s, Starbucks, Coke and Lee Jeans, but they do so for
different reasons than they do in the U.S. What creative adaptations will
you need to make?
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2. Consumer Promotion strategy: Coupons, sampling events, promo pricing,
sponsorships, influencers, endorsements, etc. Consider the behaviors of
your target consumers.
3. Trade Promotion strategy: Trade Promotion is key for incentivizing your
retailers to stock your product on their shelves.
Describe your planned Trade Promotions and allowances (discounted
price for a week, discounted price plus a promotional display, bonus
merchandise, etc.). Make sure your choices reflect insights about your
distribution channels in that country and infrastructure challenges. Most
emerging markets have a large percentage of independent and mom-andpop grocery and pharmacy stores, rather than chains. Slotting allowances
(like in the US) are not a widely used practice in these countries.
F.
DISTRIBUTION STRATEGY
1. National or test market? The geographic area of distribution coverage in
Year 1. Will you be seeking distribution in the urban areas or rural areas,
or both in Year 1? Identify some of the key cities and towns. Be specific
and explain the rationale. Be sure to research and identify the unique
distribution insights about your target country. Also, take
geodemographic data into consideration – consumers who can afford
your product might live in specific geographies.
2. Distribution channels: In which channels will your brand will be sold?
Rationale. Why will these channels stock your new product? Distribution
penetration in each channel.
Note: The channels of distribution for your products will most likely be
different from the traditional ones that might stock these products in the
U.S. Look into the kind of retail stores that carry toiletries and other
personal care products in that country before developing your
distribution strategy. Many of the emerging markets are not dominated
by large retail chains like the US. There will be a lot of independent and
mom-and-pop stores.
G.
PRICING STRATEGY
1. Retail/Shelf pricing: What will be the shelf price for the new product?
Why? How does the shelf pricing compare to the major competitive
products in that market? Make sure you evaluate on a common metric,
like price per ml/gm, price per application, and price per unit.
Before you set your retail (shelf) price, do some online research on shelf
pricing of similar competitive products. Show competitive pricing chart.
2. Trade price: Wholesale price. Retailer price markups can vary among
consumer products. For this project analysis – use 50% as the retailer’s
markup. So a product you sell to the trade/retailer for $2.00 (trade price)
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will have a retail (shelf) price to consumers of $3.00 (after 50% trade
markup).
Note: Before you set your retail (shelf) price, do some online research on
shelf pricing of similar competitive products in that country. What you
might consider an affordable retail price in the U.S. e.g. $1.99 might be 3
to 5 times the price of similar competitive products in the local market.
All companies have to consider the local cost of living when setting prices
in international markets. Coke cans that sell for 50 cents in U.S. stores
might be 10 or 15 cents in some emerging markets.
H.
SALES FORECAST
Note: The Sales Forecast and the Marketing Budget should be included as
part of the marketing section or in the appendix – please do not post separate
attachments or spreadsheets on BB.
Use the following steps to arrive at your sales forecast (in US $ 000s) so we
can follow your logic, much the same way as you did for your U.S. market
launch. You must show your sales forecast workups either in the paper, or as
as an Appendix.
1. Addressable Target Market: This is the total number of consumers in your
target market based on segmentation factors who are likely to have an
interest in what your product offers. e.g. 30 million women, ages 25-40 in
households with income $45,000+ Make sure it is specific to the
geographic area(s) of your marketing efforts in Year 1.
2. Brand Awareness: This is the percentage of the addressable target market
that you estimate will become aware of the new product – driven by your
advertising/promotion efforts and distribution strategy in Year 1. e.g. In
Year 1 we expect to create 25% brand awareness amongst our target
audience.
3. Distribution Penetration (Available Target Market): Percentage of
retailers where your product will be available (where you achieve
placement/ distribution). While the market potential (all the buyers for
your product category) may be large, it is difficult to capture 100%
distribution. You can realistically only expect to reach a certain
percentage of that market. e.g. “We will achieve 50% distribution in our
targeted geography across drug and food channels by Year 1, focusing
efforts on the specific retailers listed below.”
Note: Many teams make the error of listing only one store chain in their
test market city or region. No matter how large this chain is – this
strategy will dramatically decrease your effective distribution.
4. Trial Purchase: Of those customers who are aware of your brand, what
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percentage will try (purchase) the product at least once? Be realistic and
explain your rationale. e.g. With our advertising, promotion, and
distribution plans, we expect to generate a 40% trial purchase for our
brand in Year 1.
5. Repeat Purchase Percentage: Of the consumers who try your product
once, what percentage will buy the product again? Be realistic and explain
rationale.
6. Number of Repeat Users = Trial Purchases (4) x Repeat Percentage (5).
7. Average number of Repeat Purchases in year one (N): On average, how
many times do you expect customers to repurchase your product in year
one? Bear in mind that they have already purchased one unit of your
products by this point as Trial Purchase. Also, it is highly unlikely that
100% of the consumers who tried your brand will repeatedly purchase
your product exclusively for the rest of the year.
8. Total number of Repeat Purchases is derived by multiplying
Number of Repeat Users (6) x Average number of units purchased per
year (7).
9. Sales Forecast Volume (Units) for Year One =
This is your best estimate of the sales you will achieve in Year One.
= Total number of Trial Purchases
+ Total number of Repeat Purchases
+ Pipeline sales (use one-month trade inventory for simplicity)
Think carefully about shelf pipeline sales (trade inventory). How many
stores? How many product facings?
10. Sales Forecast Value ($) for Year One = Sales Forecast Volume x Unit
Trade Price (Use this for marketing budget Year 1). Do not use shelf price!
11. What market share % does this sales forecast translate into in Year 1? e.g.
By end of Year 1 we hope to achieve an x% share of the male skin care
category.
12. Test of Reasonableness: How does your forecast and market share
compare to the major competitors? How does your forecast look based on
the advertising/promotion expenditures you are budgeting?
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I.
MARKETING BUDGET – YEAR 1 (2025) (See example on page 8)
Develop a realistic marketing budget/projection for Year 1 (12 month period
January – December 2025) that includes the following elements (in US
dollars thousands – local currency not needed for Marketing Budget):
Please note: The Marketing Budget has some common elements like Sales
and COG, but is not the same as the Income Statement format in your
financial plan.. It has the elements of marketing expenses in much more
detail.
Marketing Budget Year 1 – 2025
Sales / Revenues
Cost of Goods
Gross Margin
Distribution Expense
US $ ’000s
% of sales
100
Advertising Expenses:
– Advertising – Media 1
– Advertising – Media 2
– Advertising – Media 3
– Advertising Production
Promotion Expenses:
– Consumer Promotions
– Trade Promotions
Market Research
Total Marketing Expenses
Product Profit Contribution
Marketing Budget guidelines: For personal care and household cleaning consumer
products, you can use the following general assumptions for constructing your
budgets for new product launch in Year 1:
Cost of Goods: For Personal Care products: About 45% to 50% of sales
(depending on your product uniqueness). For Household Cleaning-type products,
use 55% to 60% COG.
Distribution costs: 8% – 10% of sales to reflect higher transportation and
distribution costs in the emerging countries.
Advertising: 15%-20% of sales
Consumer promotion: 10% of sales
© 2024 Prof. Ravi Dhingra
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Trade promotion: 13% to 15% of sales (there are rarely any trade slotting
allowances in emerging markets).
Total marketing expenses for new product launches: 40% to 45% of sales
Note: Sales Forecast and Marketing Budget worksheets must not be mixed up
with the Financial forecasts and schedules. They must be part of the Marketing
Plan section. Sales forecast workups should be detailed.
J.
SUMMARY: MARKETING ADAPTATIONS
In this section, please summarize how the marketing and competitive environment
in your “target” country was different from the U.S. and specific adaptations that
you had to make to adapt your product and marketing for this environment,
including packaging, pricing, advertising, promotion, and distribution. The
summary should provide insights gained from your research and team
discussions.
Please review the notes on pages 9-11 of the New Product Marketing Plan assignment.
SAMPLE MARKETING BUDGET
Marketing Budget – Year 1
Sales / Revenues
Cost of Goods
Gross Margin
Distribution Expense
$ ’000s
10,000
6,000
4,000
800
% of sales
100.0%
60.0%
40.0%
8.0%
Advertising Expenses:
– Advertising – Television
– Advertising – Print
– Advertising – Social Media
– Advertising Production
1,000
500
500
300
10.0%
5.0%
5.0%
3.0%
Promotion Expenses:
– Consumer Promotions
– Trade Promotions
1,200
1,000
12.0%
10.0%
300
3.0%
5,600
(1,600)
56.0%
(16.0%)
Market Research
Total Direct Marketing Expenses
Product Profit Contribution
© 2024 Prof. Ravi Dhingra
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NOTE ON USAGE OF AI/CHATGPT
Intellectual honesty is vital to an academic community and for my fair evaluation of
your work. All work submitted in this assignment must be your own, completed in
accordance with the University’s academic policy.
The use of generative AI tools (e.g. ChatGPT, etc.) is permitted in this assignment for
the following activities:
•
•
•
•
Brainstorming and refining your ideas;
Fine-tuning your research questions;
Finding information on your topic; and
Drafting an outline to organize your thoughts.
The use of generative AI tools is not permitted in this assignment for:
•
•
•
•
Completing your case study analyses in the Discussion Forum.
Incorporating any part of an AI-generated response in an assignment or as a
source of information for completing the team projects, as it is often wrong. It
isn’t (yet) considered a credible source for academic research and writing.
Writing a draft of a written assignment.
Writing entire sentences, paragraphs, or papers to complete this assignment.
Where permitted by the instructor, your use of AI tools must be properly
documented and cited in order to conform with university policies on academic
honesty. It is not a replacement for your own thinking and research. Any assignment
that is found to have used generative AI tools in unauthorized ways will be graded F.
When in doubt about permitted usage, I encourage you to ask me for clarification.
You are responsible for the information you submit based on an AI query (for
instance, that it does not violate intellectual property laws, or contain
misinformation or unethical content).
© 2024 Prof. Ravi Dhingra
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Team #3: Julianne Erhard, Alana Felix, Dominique Felix, Taghreed A
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Clorox Fresh Scent: Refrigerator
Deodorizer
Tired of opening your refrigerator only to be greeted by unpleasant odors?
Do you worry about the cleanliness and freshness of your food storage
space?
Look no further than our purposeful innovative solution designed to keep
your refrigerator smelling clean, fresh, and germ-free!
Clorox Fresh Scent Refrigerator Deodorizer:
Disinfectant that eliminates food odors, offering a comprehensive solution
for maintaining a clean and healthy refrigerator environment
•
•
•
•
•
Product Design:
Pod with four ventilation pockets: Dispense essential plant oils
Easily attaches to inside of fridge
Lasts 3 months before replacing with new pod
Products 100% recyclable/biodegradable
Packaging and product made of biodegradable materials in accordance
with Clorox environmental sustainability practices!
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Purpose/Unique Value Proposition
UVP: Our brand Clorox Fresh Scent has a blend of natural ingredients
including aromatic plant essential oils that deodorize the
refrigerator, eradicate bacteria, and deliver a refreshing scent without use of
harmful chemicals.
Key Benefits: Eliminates refrigerator odors and ensures an bacteria-free and
fresh food storage environment.
Product Objective:
Functional: Refrigerator Deodorizer
Social/Emotional: Happy consumers who are welcomed to a clean,
pleasant-smelling fridge upon opening
New Product Rationale: For consumers who desire a cleaner pleasantsmelling fridge created with nontoxic chemicals while promoting overall
health and environmental sustainability
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Benefits of Essential Oils: Antibacterial
Effectively destroys several bacterial, fungal, and viral
pathogens
Antimicrobial Effects due to compounds within Essential
Oils such as carvacrol, thymol, cinnamic aldehyde,
eugenol, and p-cymene
•
•
Carvacrol, eugenol, and thymol have been shown to effectively inhibit
food-borne pathogens such as Escherichia coli, Salmonella
typhimurium, Listeria monocytogenes, and Vibrio vulnificus
Essential oils cinnamon, clove, thyme, and rosemary were shown to
possess strong antibacterial activity against Salmonella typhi,
Staphylococcus aureus, and Pseudomonas aeruginosa.
Mechanism: Destroys bacteria cells through bacteriostatic
(inhibit bacterial growth) and bactericidal (destroys
bacterial cell) pathways
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Mechanisms of Action of
Essential Oils in Antibacterial
Activity
Hydrophobic Nature
of Essential Oils:
o
Bind to bacterial
wall reducing membrane potential
via increasing membrane
permeability, causing leakage of the
cell contents (Essential Oils: Mechanism of
Action on Pathogenic Bacteria, 2021)
Degradation of Bacterial Cell Wall
o
Damaging the cytoplasmic membrane
o
Damage cytoplasm coagulation
o
Damaging the membrane proteins
Alter Quorum Sensing
Many plant extracts have been proven to
inhibiting bacterial quorum sensing at
concentrations much lower than those
needed to kill bacteria
o
Inhibiting
communication between bacteria
o
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•
Key Ingredients:
Organic food-grade diatomaceous earth (natural deodorizer)
•
Baking Soda (odor neutralizer)
•
Natural Plant Derived Essential Oils
Classic: Lemon Cypress
•
•
Lemon: Cleanser and
antiseptic
Cypress Essential Oil: Fresh
scent deodorant +
eliminates bacteria
Soothing: Lavender Copaiba
•
•
Lavender: Antinociceptive,
antioxidant, and antimicrobial
Copaiba Essential Oil:
Antibacterial agent that boost
immune system
Autumn: Camphor Cinnamon Allspic
e
•
Camphor: Ant inflammatory
and nervous system stimulant
•
Cinnamon: Antiseptic + kills
air-born bacteria
Allspice: Rich, warm aroma
during fall and winter
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Air Freshener Market Analysis
U.S. Air Freshener Market Size: $1.87 billion in 2021
Growth expected: $1.98 billion in 2022 and $2.98 billion in 2030
CAGR: 6.0% from 2023-2030
U.S. Air Freshener Market Drivers:
1.
2.
3.
4.
5.
6.
7.
Rapid Urbanization and population density
Emphasis on Cleanliness and Hygiene
Increased awareness of Indoor air quality
Enviromental Concerns: Natural, Eco-friendly products free of hazardous
materials
Consumer spending on home comfort
Consumers realize pleasant-smelling home is not just important for
special occasions, but is required all year long
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Growing consumer concern about antibacterial resistance
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US Air Fresheners Market 2022-2030 ($
Billion)
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Product Category Segmentation
Air Freshener Market Segmentation:
Application: Household/Residential Air Fresheners
Product: Aerosols
Northeast Region: Massachusetts, New York, New Jersey
Specific Product: Refrigerator Deodorizers
Home Air Freshener Category Size 2023 (Statista): $2.8 billion
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Major Brands/Competitors: Refrigerator Deodorizer Market
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Market and Product Category Analysis
•
•
•
•
Sustainability Drive:
Utilizes sustainable and eco-friendly materials in product composition
Packaging designed with recyclability in mind to reduce environmental impact.
Manufacturing processes optimized for energy efficiency, minimizing carbon
footprint.
Collaborates with organizations and initiatives promoting sustainability in the
household products industry.
ØConsumer trends:
•
•
•
•
•
•
Rising demand of household products
COVID-19 facilitated the need for the product;
Adaptation to seasonal shifts and lifestyle patterns.
Impactful role of influencers and reviews.
Increasing popularity of online shopping
Demand for cost-effective yet effective solutions.
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Market Segmentation & Target Market Analysis
Target Consumer Profile:
Suitable for general household;
Sex: Adult males and females
Geographic Location: Urban and suburban areas
Income Group: Middle to upper-middle-income individuals
35 to 50 years old who are likely to be actively engaged in household management, and are more concerned with
cleanliness, and more inclined to adopt new and innovative products.
Psychographics:
Lifestyle: Homeowners, renters, individuals seeking effective odor control
Product Usage Habits: Regular users of household products, concerned about maintaining a clean and hygienic
environment
Attitude/Usage: Environmentally conscious consumers, aiming to minimize food waste and maintain a fresh living
space
The product protects food which is very crucial as people’s lifestyles depend on the type of food they take
Behavioral Characteristics:
Heavy or Light Usage: Regular users of household odor control products
Attitude to Price: Willing to pay for quality odor control solutions
Loyalty: Open to trying new and innovative product
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Market Segmentation & Target Market Analysis
Addressing the needs of households
•Promoting the safety aspect of the non-toxic formula
•Attracting consumers with health and environmental concerns
•Providing the product at affordable price
•Availing the product to all places where customers are in a timely manner
•Taking feedback for further improvements
•Importance of safety to consumers
•Helps in maintaining a clean and hygienic environment for our foods
•Maintaining a fresh living space
•Fresh scent deodorant eliminates bacteria causing germs
•Natural oil plants improve health status
Media Exposure:
Channels:
•Traditional: TV commercials, radio spots, print ads
•Online: Social media (Facebook, Instagram, Twitter), online advertising, website engagement
•Influencer Collab: Home and lifestyle influencers (YouTube, blogs, social media)
Unique Collaborations:
•Partnerships with Grubhub: Exclusive offers, such as a free product with purchases over $100.
•Instagram Ads and TikTok Campaigns: Engaging and interactive promotions to capture a younger and dynamic audience.
Strategic Impact:
•Traditional Channels: Broad visibility
•Online Platforms: Real-time engagement
•Influencer Collaboration: Personalized endorsements
•Enhanced accessibility through partnerships with Instacart and Uber Eats.
•Engaging the younger demographic with Instagram Ads and TikTok campaigns.
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Market Segmentation Map
Premium Price
High
Value
Low
Value
Low Price
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PRODUCT AND BRAND POSITIONING
Association with Clorox: Clorox markets some ofSTRATEGY
the most
trusted and recognized consumer brand names. Including the brand Brand Name and Trademark (Why did we
name “Clorox” establishes a connection with the company’s
choose the name Fresh Scent?)
reputation for cleaning and disinfecting products, instilling trust in
consumers familiar with the brand’s quality and effectiveness.
Freshness and Scent: The term “Fresh Scent” implies a product
designed to provide a pleasant aroma, aligning with its primary
function of freshening the refrigerator and eliminating odors. This
communicates a key benefit to consumers.
Natural Ingredients: Including “Fresh” suggests using natural or
botanical ingredients, appealing to eco-conscious consumers
seeking more environmentally friendly home cleaning solutions.
Descriptive and Memorable: “Clorox Fresh Scent” is a
descriptive and memorable product name, effectively
communicating the brand association and the critical benefit of
odor elimination with a fresh scent. It encapsulates the essence of
the product concisely, making it easy for consumers to recall and
understand.
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Packaging Size, Key Components, and
Ingredients
Packaging, Variants, and Sizes:
– The Clorox Fresh Scent Refrigerator Freshener comes in a
pod design with four ventilation pockets, facilitating the
dispersion of essential plant oils.
– It is designed to easily attach to the inside of the refrigerator,
ensuring optimal placement for odor elimination.
– Each pod lasts for three months before requiring
replacement with a new one.
Rationale for Choices:
– The product and its packaging are made of 100%
•Pod Design: Ensures efficient dispersion of essential oils for
recyclable/biodegradable materials, aligning with Clorox’s
maximum odor elimination.
environmental sustainability practices.
•Ease of Attachment: Convenient attachment to the
refrigerator’s interior for easy use.
Key Components and Ingredients:
•Three-Month Lifespan: Reduces the frequency of
– Organic food-grade diatomaceous earth acts as a natural
replacements, providing long-lasting freshness.
deodorizer.
•Recyclable/Biodegradable Materials: Aligns with Clorox’s
– Baking soda serves as an odor neutralizer.
sustainability practices.
– The product contains a blend of natural plant-derived
•Key Ingredients: Offers effective odor elimination without
essential oils, providing various benefits depending on the
harmful chemicals.
variant chosen.
•Variants: Caters to diverse consumer preferences and
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therapeutic benefits.
Product Differentiation/Value Proposition
•
•
•
The one compelling benefit that will
differentiate our product from the
competition is its unique formula.
Our product stands out by offering a blend
of natural ingredients, particularly
aromatic plant essential oils, which deliver
a refreshing scent and effectively eradicate
bacteria without the use of harmful
chemicals.
This formula provides consumers with a
safer and more environmentally friendly
solution for odor elimination while
promoting overall health and well-being.
Photos provided by Pexels
Product Positioning
Statement
For eco-conscious households aged 35-50,
Clorox Fresh Scent offers a natural solution
to eliminate refrigerator odors and maintain
a clean food storage environment. Our
formula, powered by essential oils,
effectively removes various bacteria, fungi,
and viruses by disrupting their cell
membranes. Unlike traditional deodorizers
loaded with harmful chemicals, Clorox
Fresh Scent prioritizes natural ingredients
for a safer and fresher fridge experience.
Photos provided by Pexels
ADVERTISING AND PROMOTION
STRATEGY
Target Consumer
profile for the Clorox Fresh Scent Refrigerator
Freshener
Age: Primarily adults aged 35- 50 who are responsible for
household cleaning and maintenance.
Sex: Gender-inclusive, appealing to both men and women who
prioritize cleanliness and environmental sustainability.
Geographic Location: Urban and suburban areas with a focus
on regions where eco-consciousness and health awareness are
prevalent.
Income Group: Middle to upper-middle-income households
with disposable income for purchasing premium household
products.
Lifestyle: Health-conscious individuals who prioritize natural
and eco-friendly products for their homes and families. They are
likely to engage in activities promoting overall wellness and
sustainability.
Product Usage Habits: Regular users of household cleaning
products who seek practical solutions for maintaining a clean and
fresh environment. They may use similar products for odor
management in various areas of the home.
Heavy usage is expected in households with larger families or
individuals who frequently cook at home.
Attitude to Price: Value-conscious consumers who prioritize quality
and effectiveness over price alone. They are willing to invest in
products that offer long-lasting benefits and align with their values of
health and sustainability.
Loyalty: Consumers who are brand loyal to Clorox may also be open
to trying new products from trusted brands, particularly those known
for their quality and reliability.
Exposure to Media: Active consumers of media channels promoting
health, wellness, and environmental sustainability, including online
platforms, social media, eco-friendly lifestyle blogs, and traditional
advertising channels such as television and print media. They may
also engage in word-of-mouth recommendations and seek product
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reviews online before making purchasing decisions.
Key
Promise/Value
Proposition
Primary Benefit: Clorox Fresh Scent offers a natural and effective solution to eliminate
refrigerator odors, ensuring a clean, fresh, and bacteria-free food storage environment.
Secondary Benefit: The product’s
