2. Glad is a manufacturer of waste management and food storage
products. Glad is renowned as a strong advocate of the environment,
constantly engaging in green marketing and producing eco-friendly
products. Glad ForceFlex kitchen trash bags use less plastic than the
competition and possess unique features, such as an ingredient branded
Febreze OdorShield. The Glad brand positions itself on the forefront of
quality, reliability and innovation.
A demographic that is largely ignored when it comes to kitchen
trash bags is Generation Y. The objectives of this IMC campaign are to
develop brand awareness in Gen Y’ers, to expand their target market
leading to an expected gain in market share. To attract these consumers,
promotions and media tools that appeal to their lifestyle and interests will
be utilized, such as the use of social media and a sweepstakes to attend the
Bonnaroo music festival this summer.
2
1.0 Executive Summary
3. 3
2.0 Promotion Opportunity Analysis
2.1 Communications Market Analysis
2.1.1 Competitive Analysis
• Most relevant competitors include Hefty and
private label brands, such as Walmart’s Great
Value brand and Target’s Up & Up brand.
• Hefty’s most recent advertising efforts,
“hunkvertising,” have been provocatively
aimed toward the Gen X mother demographic.
• Private label brands like Great Value and Up
& Up do not really advertise their products,
but distinguish themselves with a lower price.
4. 4
2.1.2 Opportunity Analysis
• Every kitchen needs trash bags whether it is in a house,
apartment, dormitory, wherever.
• We believe that our competitors are ignoring a major customer
group in Generation Y’ers.
• By gearing this IMC campaign toward Gen Y’ers, there is an
outstanding opportunity to build customer loyalty at a
relatively early age, and to maintain that relationship as they
progress through their lives.
2.0 Promotion Opportunity Analysis (cont.)
2.1 Communications Market Analysis (cont.)
5. 5
2.1.3 Target Market Analysis
Generation Y a.k.a. Millennials (13-28 years old)
• Largest demographic group since the Baby Boomers,
over 52.8 million in 2012.
• Grew up in a heavily media saturated and branded
world.
• Very comfortable with technology.
• Still formulating brand preferences.
• Eager to connect over causes.
• Influenced more by experiences than possessions.
2.0 Promotion Opportunity Analysis (cont.)
2.1 Communications Market Analysis (cont.)
6. 6
2.0 Promotion Opportunity Analysis (cont.)
2.1 Communications Market Analysis (cont.)
2.1.4 Customer Analysis
• Current Customers: The “trash scentinel,” mothers in their 30’s that
Glad’s that actively cares for her family and manages her household.
Finds value in brands that help her do so. Always looking to improve
herself and give back, no matter how small the step.
• Competition’s Customers: Hefty’s customers are similar to that of
Glad, just edgier, apparent with “hunkvertising.” The private labels,
such as Great Value and Up & Up attract buyers from Gen X & Y
because of their lower price. Up & Up, in particular, has attracted Gen
Y’ers well due to Target’s perceived hip and trendy image.
• Potential Customers: There is an abundance of potential in targeting
Glad ForceFlex kitchen trash bags toward Gen Y’ers. However, Gen
Y’ers are notably not as brand loyal and they would have to be willing
to pay a slightly higher price for Glad over that of a private label.
7. 7
3.0 Corporate Strategies
3.1 Corporate Image Strategy
• Develop affordable, high-quality,
eco-friendly products.
• Push forward as an industry leader in
green-marketing.
• Activism in environmental activities,
such as partnership with Keep America
Beautiful.
• Create the impression that Glad is the
“Strength You Can Trust.”
8. 8
3.0 Corporate Strategies (cont.)
3.2 Brand Development Strategy
• Unique Features: ForceFlex material,
can-gripping drawstrings, Stretchable
Strength technology, Febreze OdorShield
• Ingredient Branding: Glad ForceFlex
kitchen trash bags are equipped with the
Febreze OdorShield, which comes in a
variety of Febreze air freshener scents.
• Alternative Methods of Marketing:
Millennials are prone to using
nontraditional media channels, such as
social media and mobile applications.
9. 9
3.0 Corporate Strategies (cont.)
3.3 Brand Positioning Strategy
• Product Attributes: Characteristics of the Glad brand include
quality, reliability and innovation.
• Price-Quality Relationship: Slightly higher price than private
label competitors, but is assured “strength you can trust” and
offers superior quality for just cents more than the competition.
• Product User: With Glad’s emphasis on green marketing and
promoting eco-friendly initiatives, the product is positioned
toward environmentally-conscious consumers.
11. 11
3.0 Corporate Strategies (cont.)
3.4 Public Relations Strategy
• Partnership with Keep America
Beautiful.
• Donate portion of sales to help fund
Great American Cleanup.
• Engage in green-marketing.
• Bonnaroo music festival sponsor.
• Participate in event-marketing at Great
American Cleanups events, Bonnaroo,
Luke Bryan’s summer “My Kind of
Night” tour.
• Press release.
12. 12
3.0 Corporate Strategies (cont.)
3.5 Evaluation
• Overall, Glad is a very strong and healthy
brand.
• Public Relations Evaluation Methodologies:
Counting
Clippings
Advertising
Equivalence
15. 15
4.0 Integrated Marketing Communications Management (cont.)
4.3 E-Active Marketing (cont.)
• Website that supports e-commerce and provides product and
company information.
• Twitter handle to further reach and interact with Gen Y
consumers.
• Spotify playlist.
