Spray NineSpray NineFabric Stain RemoverFabric Stain Remover

Liz PaasukeLiz Paasuke

Rob ByersRob Byers

Katie McLeodKatie McLeod

RepositioningRepositioning of Spray Nineof Spray Nine

Positioned ProductPositioned Product• Ready to use all- Ready to use all-

purpose disinfectant purpose disinfectant cleanercleaner

• 1 liter bottle for $7.991 liter bottle for $7.99• Available at hardware Available at hardware

stores and select stores and select grocery storesgrocery stores

• Minimal advertisingMinimal advertising– relatively unknown relatively unknown

productproduct

Repositioned ProductRepositioned Product• Ready to use liquid Ready to use liquid

fabric stain removerfabric stain remover• 475 ml bottle for 475 ml bottle for

$4.19, or 1 liter re-fill $4.19, or 1 liter re-fill bottle for $4.19bottle for $4.19– price leaderprice leader

• Available at all Available at all grocery and big box grocery and big box stores (Wal-mart)stores (Wal-mart)

• Increased advertisingIncreased advertising

Product Positioning Product Positioning StatementStatement

Spray Nine will be taken from a relativelySpray Nine will be taken from a relatively

unknown all-purpose disinfectant cleaner unknown all-purpose disinfectant cleaner toto

a household name in fabric stain remover.a household name in fabric stain remover.

Product DescriptionProduct Description

• Effective stain removerEffective stain remover– works on all fabrics (synthetic and natural fibers)works on all fabrics (synthetic and natural fibers)– works quicklyworks quickly

• Environmentally friendlyEnvironmentally friendly– biodegradable biodegradable

• EconomicEconomic– minimal amount of product requiredminimal amount of product required– multi-purpose cleaner (replaces other household multi-purpose cleaner (replaces other household

cleaning products)cleaning products)

Consumer ProfileConsumer Profile

• Individuals responsible for purchasing Individuals responsible for purchasing household laundry productshousehold laundry products

• Mainly individuals with children (messy Mainly individuals with children (messy children!!!)children!!!)– women between the ages of 28-50women between the ages of 28-50– middle to high income familiesmiddle to high income families

However, we feel that Spray Nine is for However, we feel that Spray Nine is for any individual who takes pride in any individual who takes pride in

cleanliness, and aesthetic appearance.cleanliness, and aesthetic appearance.

Promotional PlacementPromotional Placement

• Product guaranteesProduct guarantees– ““we’ll buy you a new stain remover of choice”we’ll buy you a new stain remover of choice”

• In-store point of purchase stimulusIn-store point of purchase stimulus– product demo’sproduct demo’s– tear-off couponstear-off coupons

• Sample packsSample packs– attached to current Spray Nine cleanerattached to current Spray Nine cleaner– mail-outsmail-outs– given out in storegiven out in store

Further Promotions - Further Promotions - AdvertisingAdvertising

• MagazinesMagazines– lifestyle magazines (Martha Stewart Living, Good lifestyle magazines (Martha Stewart Living, Good

Housekeeping, Family Circle, Chatelaine)Housekeeping, Family Circle, Chatelaine)

• CommercialsCommercials– on standard TV stations (Global, A-Channel)on standard TV stations (Global, A-Channel)– aired mainly early morning, and early eveningaired mainly early morning, and early evening

• Ads will:Ads will:– depict home-makers and childrendepict home-makers and children– display use and conveniencedisplay use and convenience– demonstrate product in use, and tangible resultsdemonstrate product in use, and tangible results– have indirect comparison to other productshave indirect comparison to other products

Further Promotions – Web SiteFurther Promotions – Web Site

Current Web PageCurrent Web Page• Bad web addressBad web address• Poor quality graphicsPoor quality graphics• ““Corporation” websiteCorporation” website• Emphasis on e-mailEmphasis on e-mail• Virtually no web designVirtually no web design• Looks unprofessional!!!Looks unprofessional!!!

http://www.knightmkt.cohttp://www.knightmkt.comm

Future Web PageFuture Web Page• Improved web addressImproved web address• High quality graphicsHigh quality graphics• ““Product” websiteProduct” website• Emphasis on productEmphasis on product• Professional web designProfessional web design• Looks awesome!!!Looks awesome!!!

http://www.spraynwash.cohttp://www.spraynwash.comm

Why Use Spray Nine???Why Use Spray Nine???

• To satisfy valuesTo satisfy values– cleanlinesscleanliness– appearanceappearance– material items (which are preserved by Spray Nine)material items (which are preserved by Spray Nine)

Means-end chain modelMeans-end chain modelspray nine stain removal preserves clothes, cleanliness, appearancespray nine stain removal preserves clothes, cleanliness, appearance

• To satisfy needsTo satisfy needs– Utilitarian (1 spray + 1 wash = efficiency)Utilitarian (1 spray + 1 wash = efficiency)– Psychogenic (clean clothes = acceptance)Psychogenic (clean clothes = acceptance)