Presentation on theme: "Spray Nine Fabric Stain Remover Liz Paasuke Rob Byers Katie McLeod."— Presentation transcript:
Spray Nine Fabric Stain Remover Liz Paasuke Rob Byers Katie McLeod
Repositioning of Spray Nine Positioned Product Ready to use all- purpose disinfectant cleaner Ready to use all- purpose disinfectant cleaner 1 liter bottle for $7.99 1 liter bottle for $7.99 Available at hardware stores and select grocery stores Available at hardware stores and select grocery stores Minimal advertising Minimal advertising –relatively unknown product Repositioned Product Ready to use liquid fabric stain remover Ready to use liquid fabric stain remover 475 ml bottle for $4.19, or 1 liter re-fill bottle for $4.19 475 ml bottle for $4.19, or 1 liter re-fill bottle for $4.19 –price leader Available at all grocery and big box stores (Wal- mart) Available at all grocery and big box stores (Wal- mart) Increased advertising Increased advertising
Product Positioning Statement Spray Nine will be taken from a relatively unknown all-purpose disinfectant cleaner to a household name in fabric stain remover.
Product Description Effective stain remover Effective stain remover –works on all fabrics (synthetic and natural fibers) –works quickly Environmentally friendly Environmentally friendly –biodegradable Economic Economic –minimal amount of product required –multi-purpose cleaner (replaces other household cleaning products)
Consumer Profile Individuals responsible for purchasing household laundry products Individuals responsible for purchasing household laundry products Mainly individuals with children (messy children!!!) Mainly individuals with children (messy children!!!) –women between the ages of 28-50 –middle to high income families However, we feel that Spray Nine is for any individual who takes pride in cleanliness, and aesthetic appearance. However, we feel that Spray Nine is for any individual who takes pride in cleanliness, and aesthetic appearance.
Promotional Placement Product guarantees Product guarantees –“we’ll buy you a new stain remover of choice” In-store point of purchase stimulus In-store point of purchase stimulus –product demo’s –tear-off coupons Sample packs Sample packs –attached to current Spray Nine cleaner –mail-outs –given out in store
Further Promotions - Advertising Magazines Magazines –lifestyle magazines (Martha Stewart Living, Good Housekeeping, Family Circle, Chatelaine) Commercials Commercials –on standard TV stations (Global, A-Channel) –aired mainly early morning, and early evening Ads will: Ads will: –depict home-makers and children –display use and convenience –demonstrate product in use, and tangible results –have indirect comparison to other products
Further Promotions – Web Site Current Web Page Bad web address Bad web address Poor quality graphics Poor quality graphics “Corporation” website “Corporation” website Emphasis on e-mail Emphasis on e-mail Virtually no web design Virtually no web design Looks unprofessional!!! Looks unprofessional!!! http://www.knightmkt.com Future Web Page Improved web address Improved web address High quality graphics High quality graphics “Product” website “Product” website Emphasis on product Emphasis on product Professional web design Professional web design Looks awesome!!! Looks awesome!!! http://www.spraynwash.com
Why Use Spray Nine??? To satisfy values To satisfy values –cleanliness –appearance –material items (which are preserved by Spray Nine) Means-end chain model spray nine stain removal preserves clothes, cleanliness, appearance To satisfy needs To satisfy needs –Utilitarian (1 spray + 1 wash = efficiency) –Psychogenic (clean clothes = acceptance)