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Presentation_ The Future of Swiffer.ppt


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Presentation_ The Future of Swiffer.ppt

  1. 1. The Future of Swiffer  
  2. 2. AGENDA <ul><ul><li>Proctor and Gamble Expectations </li></ul></ul><ul><ul><li>Research Analysis </li></ul></ul><ul><ul><li>Our Customers </li></ul></ul><ul><ul><li>Our Competition </li></ul></ul><ul><ul><li>Our World </li></ul></ul><ul><ul><li>Our Solutions </li></ul></ul><ul><ul><li>Questions and Answers </li></ul></ul>
  3. 3. Proctor and Gamble Expectations <ul><ul><li>World leader in innovation </li></ul></ul><ul><ul><li>Highest Degree of Quality </li></ul></ul><ul><ul><li>“ Outside of the Box Thinking” </li></ul></ul><ul><ul><li>Customer focus is number one priority </li></ul></ul><ul><ul><li>Accountability </li></ul></ul>
  4. 4. Research Analysis Over 200 surveys collected for primary research Through In Store Product Analysis Personal Interviews Discovering and utilizing secondary material
  5. 5. Our Customer <ul><ul><li>Strongest users </li></ul></ul><ul><ul><ul><li>Women </li></ul></ul></ul><ul><ul><ul><li>Professionals </li></ul></ul></ul><ul><ul><ul><li>Married w/ Children </li></ul></ul></ul><ul><ul><ul><li>“ On the Go” </li></ul></ul></ul><ul><ul><ul><li>58% of Women surveyed used Swiffer Products in the last 6 months. </li></ul></ul></ul><ul><ul><ul><li>Purchase most at Superstores </li></ul></ul></ul><ul><ul><ul><li>Use every 3 days </li></ul></ul></ul><ul><ul><ul><li>Refills depend on age </li></ul></ul></ul><ul><ul><li>Weakest users </li></ul></ul><ul><ul><ul><li>Men </li></ul></ul></ul><ul><ul><ul><li>African American </li></ul></ul></ul><ul><ul><ul><li>Elderly </li></ul></ul></ul>
  6. 6. Our Competition <ul><ul><li>Generic/Store Brand Competitors </li></ul></ul><ul><ul><li>Brand Competitors </li></ul></ul><ul><ul><ul><li>Pledge and Clorox </li></ul></ul></ul>
  7. 7. 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
  8. 8. Our World Cont. <ul><ul><li>Store shelving system is inadequate for ideal product visualization </li></ul></ul>
  9. 9. 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
  10. 10. Our Solution <ul><ul><li>NEW package design for Swiffer products </li></ul></ul><ul><ul><li>Billboards </li></ul></ul><ul><ul><li>Mail in Rebates for Holiday Promotions (DADS/GRADS) </li></ul></ul><ul><ul><li>TV AD campaign </li></ul></ul><ul><ul><li>Product Placement </li></ul></ul><ul><ul><li>Anticipated budget: $12 million </li></ul></ul>
  11. 12. Billboard
  12. 13. Our Solution <ul><ul><li>TV AD: “ Anyone Can do It!” </li></ul></ul><ul><ul><ul><li>Features weak market of young men </li></ul></ul></ul><ul><ul><ul><li>Conveys message of the simple factor to appeal to everyone </li></ul></ul></ul>
  13. 14. Our Solution <ul><ul><li>TV AD: “Workin’ Woman” </li></ul></ul><ul><ul><ul><li>Hits Professional “on the go Woman” </li></ul></ul></ul><ul><ul><ul><li>Clearly shows preference over traditional cleaning methods </li></ul></ul></ul><ul><ul><ul><li>Ideally targeted at Women in their 30’s </li></ul></ul></ul>
  14. 15. Accountability <ul><ul><li>Results can be clearly measured </li></ul></ul><ul><ul><ul><li>Website tracking </li></ul></ul></ul><ul><ul><ul><li>Identifying numbers on coupons </li></ul></ul></ul><ul><ul><ul><li>trends </li></ul></ul></ul><ul><ul><li>Both Results Inc and P&G have customer interests as top priority </li></ul></ul><ul><ul><li>Results is our specialty </li></ul></ul>
  15. 16. Questions?