zero odor-final version 1.pptx
TRANSCRIPT
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
• 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
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