Company Facts Started in 1886 Employ about 12,000 people globally Generate more than $8 billion in sales Headquartered in Racine, Wisconsin, where it was founded Sell products in almost every country around the world includes global brands such as Pledge®, Duck®, Mr. Muscle®, Windex®, Scrubbing Bubbles®, Glade®, Raid®, OFF!®, Baygon® and Ziploc® Prides themselves on staying a family company
Mostly targets the “housewife” persona This tactic has been very successful but…. We can make it better!
Maintain the established successful consumer base Increase sales by broadening target market and utilizing social media
Increasing the use of social networking to boost their “family” platform Use facebook (the current one isnt very active), twitter, and blogging to show case charity work, or events that benefit families This will further build their image without needing to constantly push the product
Create more personas to target! Possibilities: Men Students
SC Johnson and Son can expand their target and still maintain their overall family feel
Increase in Consumers = Increase in Sales = $$$$$
Budgeting Because they have such vast resources, they can afford to put several million or more into each plan.
Success!!! Success can be measured by increase of sales and brand recognition in different demographics.