This is a capstone project that aims to use product marketing knowledge skills to expand the company's current product portfolio in order to drive the business performance in the future.

1. TCS Category
Expansion
Category Review & Line Proposal
Alison-Yinghong Guo
Assigned by: The Container Store, Inc

2. Current Product
Assortment
Insights
● Major product categories: product
solutions and household cleaning tools;
● Product segmentation:
- Laundry detergents: sport/baby/wool &
cashmere/delicate wash;
- Surface cleaners: floor/glass/all-purpose;
- Dishwashing products: liquid wash/ dish soap;
- Kitchen cleaners: Chrome & stainless
cleaner/Heirloom dishwashing cleaner;
- Toilet cleaners: toilet bowl cleaner/glass/ tile
cleaner;
- Cleaning tools: Brooms, mops, dusters,
scrubbers, buckets;
Dusting/cleaning cloths, gloves, sponges;
Wall-mounted tools organizers.
● Focus brands:
Solutions:
-The Laundress: all-natural
,“green”ingredients/ high-quality solutions;
- Murchison-Hume: plant-based
formula/aesthetic packaging design/
Cleaning tools:
- Full Circle: sustainable
manufacturing/B-corp certified;
- OXO: Award-winning kitchen tools
company/high-end retailer;
- Casabella: “Fashion” of the cleaning

3. Target Market Segmentation
● Demographic
-Age: 30-40s
-Gender: primarily female + small portion of
male;
-Occupation: varies;
-Educational background: college educated;
-Income: 150K and above household income;
● Geographic
-Country: United States;
-Region: Texas state + other 49 states;
-Residency: Metroplex areas;
● Psychographic
1. Come to the store for quality products;
2. Care about the ingredients and their impact
to personal health and the planet;
3. Strong preference on private-label brands
with unique characteristics that fit their
personalities;
4. Multi-purpose cleaning product
assortment is a plus.

4. Market & Consumer
Insights
● 40 Billion market size for the
cleaning products selling at North
America;
● A steady growth has been predicted
with almost 5% CAGR;
● Key industry players include
Church & Dwight, The Procter &
Gamble, Unilever NV, etc;
● Laundry detergents are considered
to be the leading segment in the
entire house care & cleaning
market;
● The highest market share belongs
to Asia Pacific market, including
the robust buying power from
Chinese home-care consumers;
● The market showcases a
tremendous revenue growth during
and after the covid-19 pandemic as
people shed more lights on
hygienic and mindful living.
● Consumer’s growing household
income drive them to purchase
cleaning products with premium
branding and quality;
● Cleaning solutions made by
plant-based and healthy ingredients
are the new growing demand among
U.S. and world consumers;
● Ingredient transparency become the
new product packaging trend for
listing any potentially harmful
ingredients to the concerned
consumers;
● Efficiency, trust, and sustainability
are the three major leading
considerations for today’s
consumers to determine their
buying decisions on home-care
products.
https://www.fortunebusinessinsights.com/household-cleaning-products-market-103286
https://www.nielsen.com/us/en/insights/article/2016/consumers-come-clean-about-clean
ing-product-preferences/

5. Competitor Information
● Routine-ready safety picks for
disinfectants and cleaning
tools;
● Non-contact services
including curbside
pickup,touch-free payment
check out counters; and
drive-through pharmacy
service;
● Next-day delivery option for
the majority of product
categories.
● Private label cleaning
products offered including
Smartly, Made by Design,and
Everspring;
● Various on/off line shopping
experience solutions
including BOPIS, curbside
pick-up service, same-day
delivery, and Drive Up;
● Free delivery for every order
under $ 35.
● Free shipping at $ 35;
● Free ship-to-store for the
consumers who are unable
to get deliveries at home;
● Postmates available for the
deliveries at home;
● Community-based
convenience store
locations;

6. Competitive Analysis-Growth Share Matrix
● TCS should weigh on investing hand
soaps in order to fulfill the potential
increasing need from the
health-oriented consumers;
● Hand sanitizers will be the question
mark regarding the restricted market
share in the current phase but there will
be a remarkable growth as the
pandanmic continues;
● Laundry detergents are the company’s
cash cows as a way to invest the Stars in
the future;
● Home sprays are the Dogs that
represent a low market share and
growth due to the low frequency for the
consumers to purchase.
Laundry detergents
Hand sanitizers
Hand soaps
Home sprays

7. TCS Extended Product Positioning
Low price
High price
Low quality High quality
Walmart
Walgreens
TCS
Target

8. Cleaning Solution Line 1 :
The Honest Co.
❖ Featured product: Honest Home
essentials kit;
❖ Line information:
- Bundle package including Multi-Surface
Cleaner, Dish Soap, Baby Laundry
Detergent and Dryer Cloths;
- Plant -derived ingredients for sensitive
skin (baby-friendly);
- Scent variety: grapefruit grove, lavender
field and choose your own scent;
❖ Standardized packaging: PVC-free and
polystyrene-free;
❖ Label transparency: listing ingredients
such as allergens, and disclosing what
should not be included as well.

9. Product Categories
(bundle kit)
Home Essentials kit
(Grapefruit/Lavender)
● Multi-surface cleaner 26 fl. oz
(768 mL);
● Dish soap 24 fl. oz (709 mL);
● Dryer clothes 32 count;
● Hypoallergenic Baby Laundry
Detergent 70 fl. oz (2.07 L)
Clean The Chaos kit
(Choose your own scent)
● Multi-surface cleaner 26 fl. oz (768
mL);
(Choose your own scent/lavender
field);
● Dish soap 24 fl. oz (709 mL);
● Dryer clothes 32 count;
● Hypoallergenic Baby Laundry
Detergent 70 fl. oz (2.07 L)
Take a Load Off Laundry
Duo
● Hypoallergenic Baby
Laundry Detergent 2.07L;
● Dryer clothes 32 count

10. Product Categories
(value pack)
Surface Clean Value 2-Pack,
(Lavender and Grapefruit Grove)
● Multi-surface cleaner 26 fl. oz
(768 mL) x 2;
● $ 7.95/ pack
Dish Soap Pack
(Grapefruit & Lavender)
● Dish soap 24 fl. oz (709
mL) x2;
● $ 3.95/pack
Power Clean Deluxe Value
4-Pack
(Lavender & Grapefruit)
● Multi-surface cleaner 26
fl. oz (768 mL) x 4;
● $ 15.95/pack

11. Product Categories
(hand sanitizer)
Hand Sanitizer Spray
2.0 fl. oz (60 mL)
● Grapefruit/coastal
surf/lavender;
● Ethyl Alcohol 62%;
● $ 2.95/e.a
Hand Sanitizer Gel
8 oz. (236 mL)
● Grapefruit/ Free & Clear;
● Ethyl Alcohol 62%;
● $ 5.95/e.a
Hand Sanitizer Spray,
Free + Clear, 12-Pack
● Multi-surface cleaner 26
fl. oz (768 mL) x 4;
● $ 15.95/pack

12. Cleaning Solution Line 2:
❖ Featured product: The Everyday Clean;
❖ Packaging: Reusable bottle + dissolvable
soap tablets combination for sustainable
household sanitation;
❖ Scent options: Iris Agave, Perrine Lemon
and Lavender Eucalyptus Scents;
❖ Labeled Non-toxic ingredients excluding
triclosan, parabens, phosphates, and any
antibacterial agents.
❖ Sustainability: reusable botting design
paired with reloadable cleaning solutions.

13. Blueland Kit
Options
Hand Soap Duo (9 oz)
● 2 Signature Glass Bottles + 6
Foaming Hand Soap Tablets;
● Iris Agave, Perrine Lemon,
Lavender Eucalyptus Scents (2
of Each);
● $ 30.00/kit
The Clean Essentials
● 3 Reusable Cleaning Bottles,
1 Reusable Foaming Hand
Soap Bottle,
4 Tablets (Multi-Surface,
Glass + Mirror,
1 Bathroom, Foaming Hand
Soap);
● $ 39.00/kit
The Everyday Clean
● 3 Acrylic Spray Bottles and 3
Cleaning Tablets (Multi-Surface,
Glass + Mirror, Bathroom);
● 1 Glass Foaming Hand Soap
Bottle and 1 Hand Soap Tablet +
1 Silicone Dish Soap Shaker and
16 oz Powder Dish Soap + 1 Steel
Dishwasher Tablet Tin and 40
Dishwasher Tablets;
● $ 69.00/kit

14. Blueland
Starter Sets
Laundry Starter Set
● 1 Reusable Steel Tin
+ 40 Fragrance-Free Laundry Tablets;
● cotton/linen/Denim/Polyester and
standard washing machines;
● $ 18.00/set
Laundry Starter Set
● 1 Reusable Silicone Shaker,
16 oz of Fragrance Free,
Powder Dish Soap;
● Dishware / Glassware /Silver
/Porcelain;
● $ 20.00/set
Dishwasher Starter Set
● 1 Reusable Steel Tin,
40 Fragrance Free Dishwasher
Tablets;
● Dishware /Glassware /Silver/
Porcelain;
● $ 18.00/set

15. Blueland
Starter Sets
Multi-surface Starter Set
● 1 Reusable Cleaning Bottle +
3 Multi-Surface Tablets in Fresh Lemon
● Counter/Tile/ Stone/ Wood;
● $ 16.00/set
Bathroom Starter Set
● 1 Reusable Cleaning Bottle
3 Bathroom Tablets in
Eucalyptus Mint;
● Tub /Tile / Sink / Porcelain;
● $ 16.00/Set
Glass + Mirror Starter Set
● 1 Reusable Cleaning Bottle,
3 Glass + Mirror Tablets
Unscented;
● Glass / Mirror / Windows;
● $ 16.00/set

16. Blueland
Refills
Hand Soap Refill Packs
● 1 tablet=9 oz foaming hand soap;
● Comes in Compostable Packaging;
● Iris Agave/ Perrine Lemon/ Lavender
Eucalyptus;
● $ 6.00/pack
Dish Soap Refill Pack
● 16 oz Fragrance-Free
Powder Dish Soap;
● Dishware / Glassware /
Silver / Porcelain;
● $ 10.00/pack
Laundry Refill Packs
● 40 Fragrance-Free Laundry
Tablets per Pouch;
● Cotton / Linen /Denim /
Polyester / Rayon /Acetate;
● HE and standard washing
machines;
● $ 14/pack; 24/2 packs; 32/3
packs

17. Cleaning Solution Line 3:
❖ “Mass market”brand that has been
launched in Target stores nationwide since
2002;
❖ Excluding dangerous ingredients such as
phosphates or bleach from the given dirty
ingredient list;
❖ Green technologies for creating safe
ingredient formulations;
❖ People-friendly and planet-friendly
fragrances;
❖ Recycled bottling:
-100% PET recycled plastic for hand
washes,dish soaps and spray cleaners,
-50% HDPE recycled plastic for laundry;
detergents and toilet cleaners;
❖ World's first recorded brand to implement
product packaging with recovered ocean
plastic and post-consumer recycled
plastic.

18. Product Categories
(All-purpose Cleaner)
❖ Powergreen® technology for maximizing the cleaning performance with
non-toxic ingredients;
❖ Scent options:
Honeycrisp apple/lime & sea salt/lavender/pink grapefruit/ clementine;
❖ Volume: 28 fl oz;
❖ Pricing: $ 3.29 at Target.com & Walmart.com / $ 4.29 at Walgreens.com

19. Product Categories
(Floor Cleaner)
❖ Ingredients: Made by non-wax formula;
❖ Package design: ergonomically designed shower-nozzle spray for preventing
floors from potential puddling;
❖ Scent options:
Spearmint sage/ almond / lemon ginger / ginger yuzu;
❖ Pricing: $ 4.99 at Target.com / $ 5.99 at Walgreens.com;

20. Product Categories
(Specialty Surface Cleaner)
Heavy Duty Degreaser
Lemon grass fragrance
option;
Volume: 28 fl oz;
Pricing: $ 3.99/e.a
Daily Granite Cleaner
Orange tangerine/apple
orchard/
Volume: 12 / 28 fl oz;
Pricing: $ 3.99/12 oz, $
5.99/28 ozc
Glass Surface Cleaner
Mint/waterfall/mint leaf;
Volume: 28 fl oz;
Pricing: $ 3.29 at
Target.com
Wood for good® Daily
Clean
Almond fragrance option;
Volume: 28 fl oz;
Pricing: $ 5.99 at
Target.com

21. Product Categories
(Bathroom Cleaner)
Foaming Bathroom
Cleaner
Eucalyptus mint fragrance
option;
Volume: 28 fl oz;
Pricing: $ 3.99/e.a
Anti-bacterial Bath
Cleaner
Spearmint fragrance option;
Volume: 28 fl oz;
Pricing: $ 3.49/28 oz;
5% citric acid and 95% inert
ingredient
Antibacterial Toilet
Bowl Cleaner
Spearmint fragrance
option;
Volume: 28 fl oz;
Pricing: $ 3.99/28 oz;
5% citric acid and 95%
inert ingredient
Daily Shower Cleaner
Eucalyptus mint fragrance
option;
Volume: 28 fl oz;
Pricing: $ 4.69/28 oz;

22. Product Categories
(Laundry)
Detergent Pour-66
Loads
Coconut+cactus
water/fresh air/lavender
cypress, etc;
Volume: 53.5 fl oz;
Pricing: $ 12.99/e.a
Detergent Pump-50/75
Loads
Free+clear/fresh
air/lavender cedar;
Volume: 20 fl oz/30 fl oz;
Pricing: 17.99/ 50 loads,
19.98/75 loads;
Fabric Softener-45
Loads
Fresh air/beach
sage/ginger mango;
Volume: 53.5 fl oz;
Pricing: $ 4.19 /e.a
Fragrance Boosters
Spring garden/ginger
mango/beach sage;
Volume: 17 oz;
Pricing: $ 8.99 / e.a

23. Cleaning Tool Line: O-Cedar
❖ Innovation on microfiber which can
sweep off 99% of surface bacteria
with water;
❖ Compatible for the majority of
cleaning solutions on market;
❖ Mass market brand that is available
at the majority of retailers including
Target,Walmart, Homedepot, Amazon,
Lowe’s, Costco and Family Dollar;

24. Product Category
Mops 1. EasyWring™ Spin Mop
& Bucket System - $ 29.99
● Hand-free wringing with foot
pedal;
● Reusable microfiber refill;
● Best for all hard floor types;
2. ProMist® MAX Microfiber
Spray Mop - $ 19.99
● Double-sided mop pad;
● Microfiber mop for easy cleaning
with water;
● Refill available for your own
solutions;
3. Microfiber Steam Mop
● Headed to steam for 20 seconds;
● Adjustable steam levels;
● snap-on glider;
● $ 69.99/ 1 extra refill,89.99/3
extra refills;
1.
2.
3.

25. Product Category
Brooms
1.
2.
1. PowerCorner® Large Angle
Broom with Dust Pan
-$ 10.97
● double bristle technology for both
indoor & outdoor jobs;
● Firm black bristles thoroughly pull
dirt from corners;
● Semi-soft grey bristles capture and
move dirt effectively;
● 14″ sweeping width, 55″ total height;
2. 18” Rough Surface Push Broom
● Designed for cleaning outdoor
serious debrics and gravels;
● The Memory Bristles™ retains their
shape for long-lasting sweeping
performance;
3. Snap-On Dust Pan & Brush-$ 7.99
● Small dustpan + brush with flexible
bristles;
● Soft-grip handle for comfortable
sweeping;
3.

26. Product Category
Sponges
1.
2.
1. Scrunge® Soap Dispenser
● Non scratch design;
● Best for bakeware and cookware;
● Soap refill available;
2. Scrunge® Multi-Use Sponge
● Durable non-scratch scrubbing
surface;
● Can be used for most hard surfaces;
● $ 5.99/4 count, $ 7.33/6 count, $
9.83/9 count;
3. Dish Brush Soap Dispenser -$ 7.99
● Soft bristles for polishing while tough
bristles for extra scrubbing;
● Antibacterial protection included;
3.

27. References
1. https://www.honest.com/home-care-products
2. https://corporate.target.com/about/products-services/pickup-delivery
3. https://fullcirclehome.com/collections/clean/home
4. https://corporate.target.com/about/products-services/pickup-delivery
5. https://methodhome.com/beyond-the-bottle/packaging/
6. https://www.blueland.com/pages/our-mission