Uploaded byAlexandra Suazo
Poo Pourri Consumer Profile, Path to Purchase & Marketing Strategy - BIC Class Project
The document outlines a consumer analysis and media strategy for Poo Pourri, aiming to alleviate women's anxiety about public bathroom use. It identifies the target consumer, Karen, detailing her path to purchase and the importance of trust and empathetic marketing. The analysis emphasizes the need for wider distribution and visibility, particularly in drugstores, as well as improved customer communication and support.
More Related Content
Similar to Poo Pourri Consumer Profile, Path to Purchase & Marketing Strategy - BIC Class Project
Poo Pourri Consumer Profile, Path to Purchase & Marketing Strategy - BIC Class Project
- 1. POO POURRI CONSUMER ANALYSIS PATHTO PURCHASE & MEDIA SELECTION STRATEGY Prepared by Alex Suazo, CCNY Branding & Integrated Communications MA Student Consumer Branding & Experience Class Project – Final Presentation Professor Zontee Hou
- 2. What We’ll Cover •What is Poo Pourri? • Meet Karen. • Our Objective • Consumer Insight & Role of Communications • Karen’s Path to Purchase • Touch Point Opportunities • Mockup Applications 2
- 3.
- 4.
- 5.
- 6. Where to Buy 6 Currently,Poo Pourri is only available in boutique Mom-Pop stores, on their website, and Amazon.
- 7.
- 8.
- 9.
- 10.
- 11.
- 12.
- 13.
- 14. Objective Make Poo Pourrithe only choice for women to help overcome poop anxiety and boost public pooping confidence. 14
- 16. Role of Communications Tomute the anxiety women associate with pooping in public by providing them with Poo Pourri, a classy, ultra-effective and confidence boosting toilet deodorizer that leaves the bathroom smelling better than she found it. 16
- 17. Karen’s Path toPurchase 17 Consider & Discover Education & Comparative Research Purchase Decision Using & Trust Evangelize
- 18. Touch Point Opportunities 18 Consider &Discover Education & Comparative Research Purchase Decision Using & Trust Evangelize
- 19. CONSIDER & DISCOVER EDUCATION& COMPARATIVE RESEARCH PURCHASE DECISION USING & TRUST EVANGELIZE NEEDS/ TRIGGER I am uncomfortable and self- conscious using the bathroom in public places especially at work. I like to shop online and in- stores on my own – I stick to what I know. When it’s something new though, I like to do my homework. Are there other deodorizers? There aren’t many competitors in this deodorizer space – I think I’ll try Poo Pourri. It sounds like Poo Pourri really works but I need to try it on my own at home before using and trusting it in public. Poo Pourri does work and I think I’m ready to try it in a public place or at work before/after hours. BEHAVIORS I usually only go to the bathroom at home but if I must go at work I try different tactics to avoid co-workers knowing it was me; going to another floor’s bathroom, changing my shoes etc. I’ll first and foremost use Amazon for reviews – then see if any influential bloggers have tried/reviewed. I’ll also ask my close group of friends if they’ve tried it and like it. I need to know that I can return this product if it doesn’t work – and while I love to shop online, can I buy it at Duane Reade if I ever needed it quickly at work? I will only continue using and buying this product if after I use it I feel they aren’t making a fool out of me. Trust is important to me. Trust = my loyalty. I don’t spend a lot of time on social media, but when I love something I definitely rave about it to my closest friends and family. OBJECTIVE Make consumer understand that bathroom habits are nothing to be ashamed or anxious about – Poo Pourri can’t completely change their perspective but can help them feel less anxious. Give these more-closeted women more empathetic marketing so it truly resonates with them. Reassure the customer that Poo Pourri is something lots of people are trying and that it’s easy to purchase (RTB). Enable the customer to have a smooth trial period by provided clear lines of customer service communication. This customer may not run to town and rave online about the experience – we can allow them to provide direct feedback/reviews; want them to rave with who they want. BRAND BARRIERS Women are not open about their bathroom habits and do not want to admit that they are self-conscious about it; therefore, seeking a solution isn’t top of mind or a public knowledge. Poo Pourri’s current brand image is very playful, social, and “couples” oriented. Brand isn’t speaking to women that really might be interested in the product. There also isn’t anything to compare it to . Only available online, or at very limited small business locations via wholesale. No one person or toilet is the same – there’s no way to really know if it will deodorize for everyone – or that everyone will have a 4.7/5 experience. Using the product is a very personal experience – unlike trying on a pair of shoes, you’re not going to tweet from the toilet about how your poop didn’t smell. TOUCHPOINTS More visibility on a personalized and segmented level: drug-store placement and in-store marketing, product placement in business offices, WOM, blogger seeding, guerilla marketing. Search, brand website, editorial/native content and advertising, social media recomms/referrals and customer reviews, potential influencer bloggers/lifestyle. More distribution in national drugstores, WOM, trial incentives/money-back guarantee, direct marketing, social media, retailers websites. Email marketing/survey, customer service support. Email marketing/survey, website and direct email review.
- 20.
- 21.
- 22.
- 23.
- 24.
- 26.