Transcript Spray Nine
Spray Nine Fabric Stain Remover Liz Paasuke Rob Byers Katie McLeod Repositioning of Spray Nine • • • • Positioned Product Ready to use all- purpose disinfectant cleaner 1 liter bottle for $7.99 Available at hardware stores and select grocery stores Minimal advertising Repositioned Product • Ready to use liquid fabric stain remover • 475 ml bottle for $4.19, or 1 liter re-fill bottle for $4.19 – price leader • Available at all grocery – relatively unknown product • and big box stores (Walmart) 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 – works on all fabrics (synthetic and natural fibers) – works quickly • Environmentally friendly – biodegradable • Economic – minimal amount of product required – multi-purpose cleaner (replaces other household cleaning products) Consumer Profile • Individuals responsible for purchasing household • laundry products 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. Promotional Placement • Product guarantees – “we’ll buy you a new stain remover of choice” • In-store point of purchase stimulus – product demo’s – tear-off coupons • Sample packs – attached to current Spray Nine cleaner – mail-outs – given out in store Further Promotions - Advertising • Magazines – lifestyle magazines (Martha Stewart Living, Good Housekeeping, Family Circle, Chatelaine) • Commercials – on standard TV stations (Global, A-Channel) – aired mainly early morning, and early evening • 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 Poor quality graphics “Corporation” website Emphasis on e-mail Virtually no web design Looks unprofessional!!! http://www.knightmkt.com • • • • • • Future Web Page Improved web address High quality graphics “Product” website Emphasis on product Professional web design Looks awesome!!! http://www.spraynwash.com Why Use Spray Nine??? • To satisfy values – cleanliness – appearance – material items (which are preserved by Spray Nine) Means-end chain model spray nine stain removal • To satisfy needs preserves clothes, cleanliness, appearance – Utilitarian (1 spray + 1 wash = efficiency) – Psychogenic (clean clothes = acceptance)