zero odor-final version 1.pptx

MONA QIUKARUNA R BLANI VANESSA ZHU

RACHEL WENLEON LIN

ZERO ODORCREATIVE PLAN

●Company Analysis

● SWOT

●Market Analysis

●Competitor

●Consumer

AGENDA

●Objective

● Strategy

●Creative Execution

● Budgeting

●Control

COMPANY ANALYSIS

Zero Odor LLCEstablished in 2004

Headquarters in LitchfieldMade in USA

COMPANY BACKGROUND

ZERO ODOR(Air Care)

ZERO ODORLAUNDRY

(Laundry Care)

ZERO ODORPET

(Pet Supplies)

PRODUCT

PLACE

AMAZONHOME DEPOT WALGREEN

CONTAINER STORE TARGET

PLACE

PROMOTION

From Cable Channels to Retail Outlets

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.

MARKET ANALYSIS

MARKET OVERVIEW

6% 22%

Billion4%

PERCEPTUAL MAP

Price

Effectiveness

Price

Effectiveness

REAL MAPREAL MAP

Hyper focus on the pet market

• Highest growing market

• Product DNA• Price• Lack of strong

competitors• Target Consumer

Needs

STRATEGY-TARGETING

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

STRATEGY

ZERO ODOR

SCIENTIFIC ODOR

REMOVER

ODOR MASKER

POSITIONING

MARKET CATEGORYPET CARE MARKET CATEGORY

MARKET SHARE

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

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

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

OBJECTIVES

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

CREATIVE EXCECUTION

ZERO ODOR presents

Odor Rescuer Zac

Efficient

Brave

Effective

Reliable

ZEROODOR ZERO

ODORZEROODOR

ZEROODOR

IN CASE OF ODOR

PROBLEMS

Call 1800-ZERO ODOR

ODOR SERVICE DEPPARTMENT

ODOR ALARM

CREATIVE EXECUTION TV

MAGAZINE

CREATIVE EXECUTION

CREATIVE EXECUTION

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

DIGITAL

CREATIVE EXECUTION

CREATIVE EXECUTION

SOCIALCREATIVE EXECUTION

Facebook Instagram

Pinterest Twitter

SOCIAL

CREATIVE EXECUTION

CREATIVE EXECUTION

Facebook

• 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

SEM

CREATIVE EXECUTION

CREATIVE EXECUTION

SEO

CREATIVE EXECUTION

CREATIVE EXECUTION

OOH or RADIO

CREATIVE EXECUTION

CREATIVE EXECUTION

ODOR ALARM

EMAIL

CREATIVE EXECUTION

CREATIVE EXECUTION

CREATIVE EXECUTION

BUDGET

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

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

THANK YOU