presentation_ the future of swiffer.ppt
TRANSCRIPT
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The Future of Swiffer
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AGENDA
• Proctor and Gamble Expectations
• Research Analysis• Our Customers• Our Competition• Our World• Our Solutions• Questions and Answers
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Proctor and Gamble Expectations
• World leader in innovation
• Highest Degree of Quality
• “Outside of the Box Thinking”
• Customer focus is number one priority
• Accountability
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Research Analysis
Over 200 surveys collected for primary research
Through In Store Product Analysis
Personal Interviews
Discovering and utilizing secondary material
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Our Customer
• Strongest userso Women o Professionalso Married w/ Childreno “On the Go”o 58% of Women surveyed used Swiffer Products
in the last 6 months.o Purchase most at Superstoreso Use every 3 dayso Refills depend on age
• Weakest userso Meno African Americano Elderly
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Our Competition
• Generic/Store Brand Competitors
• Brand Competitors Pledge and Clorox
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Our World
Consumers are constantly striving to find more efficient ways to clean.
False rumors
Automatically Cleaning Robots are right around the corner, and getting more affordable (Scooba $399.99)
Environmentalists question the throw away culture
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Our World Cont.
• Store shelving system is inadequate for ideal product visualization
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Our Solution
Advertising geared towards age demographics
Coupon for sister Swiffer products
DVD bundle promotions
“Swiffer your Streets” Awards
Reach for the Stars: Swiffer in EVERY Home By 2010
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Our Solution
• NEW package design for Swiffer products
• Billboards
• Mail in Rebates for Holiday Promotions (DADS/GRADS)
• TV AD campaign
• Product Placement
• Anticipated budget: $12 million
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Billboard
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Our Solution
• TV AD: “Anyone Can do It!”o Features weak market of young meno Conveys message of the simple factor to appeal to
everyone
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Our Solution
• TV AD: “Workin’ Woman”o Hits Professional “on the go Woman”o Clearly shows preference over traditional cleaning
methodso Ideally targeted at Women in their 30’s
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Accountability
• Results can be clearly measured o Website trackingo Identifying numbers on couponso trends
• Both Results Inc and P&G have customer interests as top priority
• Results is our specialty
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Questions?