Persil Multi Color Cube Julia Donsbach Carmen Neghina Alina Oprea Hella Rieger Sonia Rodriguez-Sanchez Alejandra Ruiz-Rodr...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Market Overview <ul><li>Long-lasting  brand </li></ul><ul><li>Main Competitor - Procter & Gamble </li></ul><ul><li>Trends:...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Benefit <ul><li>Doing laundry becomes a pleasure </li></ul><ul><li>No need to worry about portioning detergent doses </li>...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Reason Why <ul><li>The universal solution to all types of washing-machines </li></ul><ul><li>The specialist for skin-frien...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Unique Selling Proposition <ul><li>“ The Persil Color Multi Cube is the only high-quality laundry detergent at a reasonabl...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
SWOT Analysis <ul><li>Strengths </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Quality </li></ul></ul><u...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Advertising IDEA Think Now: I need different laundry detergents for different types of clothes Do Now: Buy many types of l...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Positioning Statement <ul><li>For young adults, Persil Multi Color Cube is the reliable solution for washing clothes, that...
Positioning Statement <ul><li>For  young adults , Persil Multi Color Cube is the  reliable  solution for washing clothes, ...
Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Ch...
Positioning Chart Astra Persil Ariel Purex Omo Cheer Downy Arm&Hammer Tide Unamat Mr. Proper Schlecker AS Color Spee Persi...
<ul><li>Thank you for your attention! </li></ul>
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Dirt Is Good1

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Presentation for a fictitious product for Henkel (a washing cube that doses the right amount of detergent; can be thrown in with the clothes) by: Julia Donsbach, Carmen Neghina (design), Alina Oprea, Hella Rieger & Sonia Rodriguez-Sanchez.
Alejandra Ruiz-Rodriguez

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  • Dirt Is Good1

    1. 1. Persil Multi Color Cube Julia Donsbach Carmen Neghina Alina Oprea Hella Rieger Sonia Rodriguez-Sanchez Alejandra Ruiz-Rodriguez
    2. 2. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    3. 3. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    4. 4. Market Overview <ul><li>Long-lasting brand </li></ul><ul><li>Main Competitor - Procter & Gamble </li></ul><ul><li>Trends: </li></ul><ul><ul><li>Lack of customer loyalty </li></ul></ul><ul><ul><li>Need for continuous innovation </li></ul></ul><ul><ul><li>Shorter product life-cycles </li></ul></ul>
    5. 5. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    6. 6. Benefit <ul><li>Doing laundry becomes a pleasure </li></ul><ul><li>No need to worry about portioning detergent doses </li></ul><ul><li>Clean clothes without great effort </li></ul><ul><li>Time saving and modern </li></ul>
    7. 7. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    8. 8. Reason Why <ul><li>The universal solution to all types of washing-machines </li></ul><ul><li>The specialist for skin-friendliness and freshness feeling </li></ul><ul><li>Automatic dosing </li></ul>
    9. 9. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    10. 10. Unique Selling Proposition <ul><li>“ The Persil Color Multi Cube is the only high-quality laundry detergent at a reasonable price that automatically measures doses for ten loads of laundry . ” </li></ul>
    11. 11. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    12. 12. SWOT Analysis <ul><li>Strengths </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Emotional Appeal </li></ul></ul><ul><ul><li>Long Tradition </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Image Inconsistency </li></ul></ul><ul><ul><li>Skepticism </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>Niche Marketing </li></ul></ul><ul><ul><li>Hectic Lifestyle </li></ul></ul><ul><ul><li>Need for Technological Innovation </li></ul></ul><ul><ul><li>Modernize the parent brand </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>High Competition </li></ul></ul><ul><ul><li>Short Product Life-Cycle </li></ul></ul><ul><ul><li>Resistance to Change </li></ul></ul>
    13. 13. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    14. 14. Advertising IDEA Think Now: I need different laundry detergents for different types of clothes Do Now: Buy many types of laundry detergents Think in Future: I only need one product for all my clothes Do in Future: Buy only the Persil Multi Color Cube Advertising IDEA: One less thing to worry about !
    15. 15. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    16. 16. Positioning Statement <ul><li>For young adults, Persil Multi Color Cube is the reliable solution for washing clothes, that simplifies doing laundry because it combines new technology with the proven efficient Persil formula. </li></ul>
    17. 17. Positioning Statement <ul><li>For young adults , Persil Multi Color Cube is the reliable solution for washing clothes, that simplifies doing laundry because it combines new technology with the proven efficient Persil formula . </li></ul>
    18. 18. Agenda Market Overview Reason Why USP for Target Group SWOT Analysis Advertising Idea Positioning Statement Positioning Chart Benefit
    19. 19. Positioning Chart Astra Persil Ariel Purex Omo Cheer Downy Arm&Hammer Tide Unamat Mr. Proper Schlecker AS Color Spee Persil M.C.C. Perwoll Sunil Rational Cheap Emotional Expensive
    20. 20. <ul><li>Thank you for your attention! </li></ul>

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