CCNY's BIC Consumer Behavior and Persuasion course, taught by Zontee Hou, challenged students to select a company of choice, develop 1-3 consumer profiles (exploring behaviors, path to purchase and motivation for buying) for the target audience of the company, and lastly determine the key consumer insight and 2-3 channels through which we'd recommend communicating with them. After exploring 3 different consumer profiles, I chose to focus on Karen. Karen is a user that I classified as a "secret user" of Poo Pourri struggling with 'poop anxiety'. I walked the class through Karen's lifestyle and shopping behavior, followed by my view of Poo Pourri's objective and role of communications in her day-to-day life. After reviewing Karen's path to purchase, and the optimal touch points for communicating with her, Consideration and Education, I presented some mockup applications of Poo Pourri at those touch points. The final product was a 12-minute presentation detailing the final strategy; target consumer, his/her path to purchase, and the 2-3 touch point communications for maximum impact. Semester: Spring 2014

1. POO POURRI
CONSUMER ANALYSIS
PATH TO 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
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4. How It Works
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6. Where to Buy
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Currently, Poo Pourri is only available in
boutique Mom-Pop stores, on their website,
and Amazon.

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Meet Karen.

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14. Objective
Make Poo Pourri the only choice for
women to help overcome poop
anxiety and boost public
pooping confidence.
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16. Role of Communications
To mute 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.
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17. Karen’s Path to Purchase
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Consider
& Discover
Education &
Comparative
Research
Purchase
Decision
Using &
Trust
Evangelize

18. Touch Point Opportunities
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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.

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Thank you.