Transcript Bounce Fresh Scent Sheets

Bounce Fresh Scent
Sheets
Presented by: Kevin Vuong
Joanna Rutkowska
Jannel Kosior
Who and What is Bounce?




Partner agreement signed in 1837 between
William Proctor and James Gamble
Has introduced many product lines from their
company
Bounce Dryer sheets introduced in 1972
In 1996, the modern sheets are introduced
which can be dispensed with one hand from a
cardboard box
Product Description




The original Bounce sheet is remodeled as a Bounce
Fresh Scent Sheet
Reduced the size of sheet by half from (162mm x
228mm to 81 mm x 114mm) for convenience
placement
Doubled the thickness of sheet to contain more smell
releasing particles
Used to place in areas where unwanted scents are a
problem (in the drawer, hamper, behind garbage the
garbage cans etc.)
Product Category Market Profile
Segments




Targeted to people who are interested in a fresh
smelling home
Targeted to those who enjoy entertaining
Targeted to young, busy women (ages 20-40)
Women make up 80% of household decision
purchases
Competition



Primary competitor – Glade
Other competitors include Air Wick, Ozone,
Party Lite and other generic brands
Product competition includes candles, wall plugins, incense and aerosol cans
Don't
Know
22%
Glade
52%
Other
13%
Air
Wick
13%
52%
of
people
have
used
Glade
Trends
73% of individuals are
interested in scent sheets




Strongly
Neither Disagree Disagree
Agree/Di
3%
7%
sagree
17%
Strongly
Agree
23%
Time Saving
Convenience
Environmentally Friendly
Having Company over (dinners, inviting friends)
Agree
50%
Target Segment Consumer Behavior
Motivation and Values



People are motivated to have fresh smelling
homes to impress guests (terminal values of
respect from others)
Women tend to value cleanliness and
organization of the home (popularity of Feng
Shui)
A fresh scent is usually associated with
cleanliness
Personality and Lifestyles



People who like to entertain guests (look at
graph)
Pet owners
Busy Women who have less time to clean the
home
Stats on in-home entertainment
Once a
week
61%
Twice a
week
9%
Twice a
Month
Once a 17%
Month
13%
Attitudes



Bounce Fresh Scent Sheets accommodate both
utilitarian needs and value expressive needs
The sheets do their job yet also give the user a
sense of pride after receiving positive
reinforcement from guests
People want something extremely quick and easy
when it comes to house work
Decision Making




Low involvement Product
Consumer purchase process is minimal
Extremely low cognitive dissonance
Will depend on brand loyalty and
recall/recognition of the consumer
Group Influences





Other women (through word of mouth)
Other family members living in the home
(husband, sons, daughters etc.)
Neighbors
Group affiliations (church, clubs etc.)
Friends
Cultural Influences



The need for social interaction/gathering
locations (eg. book clubs, craft nights etc.)
Impressing others with your home is a proper
cultural norm
Making a home comfortable for all guests who
visit
Situational Influences




Scratch and Sniff container that can influence
the consumers senses (hedonic, nostalgic)
In-store coupons
In-store product displays
Eye level placement of product on shelves
Marketing Mix Recommendations
Product




New re-sealable container to keep the Bounce
Fresh Scent Sheets’ freshness locked in
50% thicker than original for longer lasting
freshness
Half the physical size (162mm x 228mm to 81
mm x 114mm) for convenient placements of the
sheets
Added scent molecules
Price



Penetration Pricing
Competitive Pricing
Will be a lower price than the primary
competitor Glade
Promotion





Television ad campaigns
Mail out samples
Scented in – store displays
Scratch and sniff patch on product container
Similar graphics and colors to Bounce dryer
sheets for ease of recall / recognition and brand
loyalty
Place




Placed at its current shelving location in the
laundry section for brand recognition reasons
Yet also placed in the new air freshener section
After 6 months, the product will be permanently
placed in the air freshener section
Placed in supermarkets and also convenience
stores
Bounce Fresh Scent Sheets
ANY QUESTIONS ???