3. Company insight
BACKGROUND |
Little Trees started in New York in 1952 and was inspired by the evergreen scent.
Using natural aromatic oils saturated on compressed paper inventor soon came
up with an unobtrusive and ecologically responsible invention that is still used
today.
Little Trees covers 6500 languages, is located in 195 countries and has over 60
fragrances.
In an effort to help the environment, Little Trees joined with the Arbor Day
Foundation to promote planting trees and preserving our Earth. After purchasing
six Little Trees air fresheners the Arbor Day Foundation will send a free evergreen
tree.
Package labels are made from recycled paper and printed with soy ink.
current market |
Low socioeconomic status / cab drivers
4. Company insight
$11.3 million in sales for 2010
25% of the market share of automobile air fresheners
$11.9 million in sales for 2011
26.9% of the market share automobile air fresheners
The market share has increased by 4.9% from 2010-2011
strictly for automobile air fresheners
Little Tree holds the highest market share in the car air
freshener category
Still only makes up a fraction of the 3.2% market share of
“other” air fresheners
5. TARGET
AGE:18-30
Sex:male and female
Income level: middle to upper class
LIFESTYLE: eco-conscious
Liberal
Likevariety
“nearlyonethirdofrespondentsindicatingaconcern about
the chemicals used in airfreshening products.”
“Womenare muchmore likely thanmen topurchasethe
productsthemselves”
“Adsgearedtowardsmenmaysucceedin expandingsales
byplacing themereexistenceofthe product”
Mr. and mrs. LOHAS –
very progressive on environment and
society, looking for ways to do more; not
too concerned about price (16% of pop).
6. Target locations
1. Portland, Oregon
2. San Francisco, California
3. Boston, Massachusetts
4. Oakland, California
5. Cambridge, Massachusetts
6. Berkeley, California
7. Seattle, Washington
8. Chicago, Illinois
9. Austin, Texas
10.Minneapolis, Minnesota
7. Category insight
Sales of air fresheners are on the decline |
9% decrease since category peak in 2007
Market is increasingly COMPETITIVE AS
SMALLER BRANDS CONTINUE TO TRY TO
ENTER THE MARKET
INCREASED WEB PRESENCE | DRUG
STORE SALES SAW BIGGEST DECREASE
IN SALES BETWEEN 2009 AND 2010
HOLDING COMPANIES LIKE SC JOHNSON
(GLADE) AND P&G (FEBREZE) HAVE A
CREATED A LARGE PRESENCE ON TV
WITH EMOTIONAL COMMERCIALS
While the market for candles is also in
decline, it remains nearly four times the size
of the air freshener market, and continues to
present substantial competition
28.5
24.2
14.8
10.9
3.2
18.4
Glade
Air Wick
Febreze
Renuzit
Private
Other
Air Freshener Market Share
8. Business Goal:
Increase sales of the Little Tree car air freshener by 10% by Q4
2012
Communication Objectives:
1. To introduce the Little Tree brand as the most 'eco-friendly'
air
freshener available on the market
2. To acquire a new market segment - 18-30 M/F middle/upper
class eco-
friendly, liberal
4. To generate trial, acquisition, and most importantly brand
loyalty
5. Establish long-term relationship with Toyota, particularly the
Hybrid Series
Marketing objectives
9. Creative brief/strategy
Positioning statement | Little trees is the most ecologically
friendly air freshener available.
Supports |Package made with soy ink and recycled
packaging. Uses natural aromatic oils saturated on
compressed paper
Tone | fun, creative, relatable and green
Current Attitudes and Perceptions |
“Little trees are for cab drivers and aren’t really a great
brand for air freshener I’d rather use Febreze.”
Desired Response | “Little Tree is the most eco-conscious
brand of air fresheners in the market. I fully support their
initiatives and I shop exclusively Little Tree”
10. campaign
Partnership with Toyota |
To further the green initiatives of little tree and help the hybrid identity of Toyota, the two
companies are partnering for one year.
all hybrid Toyotas come with a little tree, little tree products are available at dealerships
and little trees will be present in Toyota TV spots
“Big” little tree in NYC |
A big recycled wood little tree will be stationed in central park for an alternative and
green Christmas.
Little tree volunteers will sell our mission through guerilla marketing two days prior and
on site.
For every Little Tree that is purchased, will donate to one of five conservation or
sustainability organizations. Target Can donate online too.
World
Wildlife
Foundation
American
Forests
Energy
Conservation
Organization
Soil &
Water
Conservation
Society
Global
Marine
Conservation
11. campaign
Web presence on Facebook |
Little Tree lacks in web presence
Build social media awareness through Facebook banner ads,
geo-targeting ‘green cities’ and using keywords such as
‘sustainability’ and ‘eco-friendly’
Go Green Week |
Sponsor day of service at participating college campuses
Cleaning up ponds, highways, pathways, beaches, etc.
Provide T-shirts to volunteers
6th Annual International Green Awards |
Become a sponsor
Step and repeat sponsorship for brand awareness
The INTERNATIONAL GREEN AWARDS is an excellent
platform to showcase Little Tree’s green credentials and
communicate our sustainability positioning with an audience
engaged in such issues
12. Strengths| Innovative in positioning
Buzz-worthy product placement – Big Little Tree event will receive mass attention
Weaknesses | Holding Companies like SC Johnson and P&G have monopolies are hard to
compete with
Hard to prove that we are eco friendly and to make this an authentic campaign
Product is associated with lower status people and people think that the product is cheaply made
Opportunities | Collaborating with Toyota will create big exposure and maybe brand loyalty
with Toyota Little Tree users.
As the leading in automobile air freshener, we retain the market with the Toyota Partnership
Eco-people spread the word about eco products and eco events, brands we sponsor and team up
will have a lot of exposure
Threats| Our positioning is risky and maybe not be believable and so is our placement (Toyota
– will our product be noticed?)
We may be wasting our marketing dollars by targeting men
Swot analysis
13. Campaign timeline& Budget
September 01 | One-year partnership contract with Toyota for green
initiative
September Week 1 – November Week 2 | toyota partnership tv ads
November Week 3 - December Week 4 | “Big” Little Tree in NYC
January Week 1 going forward | Create a web presence via Facebook
February 6-11 | Go Green Week
April 19 – 6th | Annual International Green Awards
One year contract with Toyota (TV spots, sales & materials) – 1,000,000
Big tree development (make tree, space & rentals)- 40,000 + 350,000
Big employees (T-shirts, flyers and print ads, pay) - 2,000 + 31,250
Web presence on Facebook – 300,000
Go green week sponsoring – 10,000
Green awards sponsorship (sponsor and giveaways) – 750,000
DONATIONS TO FIVE FOUNDATIONS – 1,016,750
