Zero Odor-FINAL VERSION 1.pptx
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Transcript of Zero Odor-FINAL VERSION 1.pptx
![Page 1: Zero Odor-FINAL VERSION 1.pptx](https://reader034.fdocuments.in/reader034/viewer/2022042619/5885a31e1a28abd2498b774b/html5/thumbnails/1.jpg)
MONA QIUKARUNA R BLANI VANESSA ZHU
RACHEL WENLEON LIN
ZERO ODORCREATIVE PLAN
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●Company Analysis
● SWOT
●Market Analysis
●Competitor
●Consumer
AGENDA
●Objective
● Strategy
●Creative Execution
● Budgeting
●Control
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COMPANY ANALYSIS
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Zero Odor LLCEstablished in 2004
Headquarters in LitchfieldMade in USA
COMPANY BACKGROUND
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ZERO ODOR(Air Care)
ZERO ODORLAUNDRY
(Laundry Care)
ZERO ODORPET
(Pet Supplies)
PRODUCT
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PLACE
AMAZONHOME DEPOT WALGREEN
CONTAINER STORE TARGET
PLACE
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PROMOTION
From Cable Channels to Retail Outlets
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SWOT ANALYSISStrength1. The ONLY product that can completely & permanently eliminate order on a molecular level.
2. Non-toxic formulas.
3. Zero Risk Guarantee
4.Remove unpleasant smells, restore to the original state
Weakness1. Low brand awareness. 3.Lack of multi-functional products.(EX: cleaner+ odor remover)4. Lack of product format. (ex: wipes)
Opportunity1. Consumers’ fondness on natural, less chemical ingredients
2. The integration of new/multi functional benefits
3. Fast growing pet market.
4. Mom are not loyal to non-food/beverage brands.
Treats1. Strong competition in the air care industry.2. People’s strong perceptual association between scents & air freshener3. Large product varieties offered by competitors.
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MARKET ANALYSIS
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MARKET OVERVIEW
6% 22%
Billion4%
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PERCEPTUAL MAP
Price
Effectiveness
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Price
Effectiveness
REAL MAPREAL MAP
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Hyper focus on the pet market
• Highest growing market
• Product DNA• Price• Lack of strong
competitors• Target Consumer
Needs
STRATEGY-TARGETING
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CONSUMERS PET OWNERS
• Age: 25-44 Adults (52%/total, mostly White)• With children• Own dog or Cat• HHI:750-150K
➔102 millions
• Have higer income and most of all with no debts
• care about HH finances• not very selective about
the brands
• Family TV Shows• Read parenting
magazines or pet related magazines
• Buying other pet supplies
• Care about their family and pets' health and wellness
• Personal iamge, social Status and personal relationship
• Walk their pets daily • Go picnic with family
and pets• Outdoor activities with
pets• Shop Online
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STRATEGY
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ZERO ODOR
SCIENTIFIC ODOR
REMOVER
ODOR MASKER
POSITIONING
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MARKET CATEGORYPET CARE MARKET CATEGORY
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MARKET SHARE
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Price
Effectiveness
COMPETITORS
Bissell$9.99
Nature’s Miracle$ 10.49
Arm and Hammer$ 3.39
Oxy Fresh and Clean $8.38
Febeze$4.94
Clorox$ 5.02
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Value/Impact: Clean and Confident; Odor Protected
Emotional Benefit: Instant Gratification, Joy , Relief, Non embarrassment, Freshness
Functional Benefit: Removes Odor completely from source ; Brings Odor down to 0 level
Features: Odor eliminator with Molecular Bonding
technology
LADDERING
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CONSUMER
Fragrance
Smell Reliever
ZERO ODOR
COMPETITION
Brings odor down to zero. Remove odor from its source on a molecular level.
UNIQUE SELLING POINT
chemical
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OBJECTIVES
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Marketing Objectives
● Increase brand awareness by 20% by 2015 in the air care
and pet care market.
● Increase sales by 20% by 2015.
Advertising Objectives
● Build a strong brand image among pet owners for a
relatively unknown company
● Demonstrate product’s effectiveness
● Shifting client’s perception on odor neutralizer
OBJECTIVES
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CREATIVE EXCECUTION
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ZERO ODOR presents
Odor Rescuer Zac
Efficient
Brave
Effective
Reliable
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ZEROODOR ZERO
ODORZEROODOR
ZEROODOR
IN CASE OF ODOR
PROBLEMS
Call 1800-ZERO ODOR
ODOR SERVICE DEPPARTMENT
ODOR ALARM
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CREATIVE EXECUTION TV
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MAGAZINE
CREATIVE EXECUTION
CREATIVE EXECUTION
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EVENTS
CREATIVE EXECUTION EVENT
Mr Zero Odor’S ODOR RESCUE MISSON
• Dog parks • High pet owner population• Let our employees dressed
like Odor Rescuer to walk into those areas.
• Show the product efficiency• Free sample
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DIGITAL
CREATIVE EXECUTION
CREATIVE EXECUTION
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SOCIALCREATIVE EXECUTION
Facebook Instagram
Pinterest Twitter
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SOCIAL
CREATIVE EXECUTION
CREATIVE EXECUTION
• 5 steps to remove pet odors• How to
Useful tips for pet owners
• How to make Swedish meatball• 3 Signature Swedish desert menus
• Sharing big event informationEvent Information
• Products’ general information• Sharing Zero Odor ads and videos
Brand information
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SEM
CREATIVE EXECUTION
CREATIVE EXECUTION
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SEO
CREATIVE EXECUTION
CREATIVE EXECUTION
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OOH or RADIO
CREATIVE EXECUTION
CREATIVE EXECUTION
ODOR ALARM
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CREATIVE EXECUTION
CREATIVE EXECUTION
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CREATIVE EXECUTION
BUDGET
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Exposure Engagement Action
# views # visits#impressionsTRPS,GRPS
# Likes # Followers # Click-Thru #Recommend Comments
# Shares#Participants# Purchases# Store visits
CONTROL
Increase brand awareness by 20% by 2015Increase sales by 20% by 2015
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REFERENCES
• http://answers.google.com/answers/threadview?id=430329
• http://www.zeroodor.com/about/
• http://foothillstrader.com/articles/2012/03/08/news/local_business_news/doc4f560b189f2e3988954889.txt?viewmode=3
• http://cygstarz.hubpages.com/hub/Zero-Odor-The-Only-Odor-Removing-Spray-Youll-Ever-Need
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THANK YOU