Presentation_ The Future of Swiffer (2).ppt
-
Upload
johnny-schaefer -
Category
Documents
-
view
424 -
download
0
Transcript of Presentation_ The Future of Swiffer (2).ppt
The Future of Swiffer
AGENDA
• Proctor and Gamble Expectations
• Research Analysis• Our Customers• Our Competition• Our World• Our Solutions• Questions and Answers
Proctor and Gamble Expectations
• World leader in innovation
• Highest Degree of Quality
• “Outside of the Box Thinking”
• Customer focus is number one priority
• Accountability
Research Analysis
Over 200 surveys collected for primary research
Through In Store Product Analysis
Personal Interviews
Discovering and utilizing secondary material
Our Customer
• Strongest userso Women o Professionalso Married w/ Childreno “On the Go”o 58% of Women surveyed used Swiffer Products
in the last 6 months.o Purchase most at Superstoreso Use every 3 dayso Refills depend on age
• Weakest userso Meno African Americano Elderly
Our Competition
• Generic/Store Brand Competitors
• Brand Competitors Pledge and Clorox
Our World
Consumers are constantly striving to find more efficient ways to clean.
False rumors
Automatically Cleaning Robots are right around the corner, and getting more affordable (Scooba $399.99)
Environmentalists question the throw away culture
Our World Cont.
• Store shelving system is inadequate for ideal product visualization
Our Solution
Advertising geared towards age demographics
Coupon for sister Swiffer products
DVD bundle promotions
“Swiffer your Streets” Awards
Reach for the Stars: Swiffer in EVERY Home By 2010
Our Solution
• NEW package design for Swiffer products
• Billboards
• Mail in Rebates for Holiday Promotions (DADS/GRADS)
• TV AD campaign
• Product Placement
• Anticipated budget: $12 million
Billboard
Our Solution
• TV AD: “Anyone Can do It!”o Features weak market of young meno Conveys message of the simple factor to appeal to
everyone
Our Solution
• TV AD: “Workin’ Woman”o Hits Professional “on the go Woman”o Clearly shows preference over traditional cleaning
methodso Ideally targeted at Women in their 30’s
Accountability
• Results can be clearly measured o Website trackingo Identifying numbers on couponso trends
• Both Results Inc and P&G have customer interests as top priority
• Results is our specialty
Questions?