...SWOT Analysis Strengths The Swiffer brand has much key strength, which helped it create, and dominate the market. One strength, which is potentially underestimated, is its parent company P&G, with vast resources and willingness to spend big dollars to promote products. This along with the distribution, and innovative (line extension) leadership, is a key element to success and a strong point for Swiffer. Swiffer has its own brand specific strengths as well. Being the first to and on the market, though a huge risk, helped Swiffer develop other key strengths. Through heavy promotion in the beginning, Swiffer was quick to capture nearly ¼ of all cleaning dollars in a relative short amount of time. The innovator behind new products is often considered to be the standard. With an already captured growing market, Key and timely innovations allowed Swiffer to expand the market even more creating even more brand loyalty and brand recognition through line extensions The Kleenex phenomenon- some times in an industry certain brands become the identity of the product category as a whole to a very large degree with end users. For Example: It is common to refer to a facial tissue as a Kleenex rather than a tissue. It is also common to here people ask for a Coke rather than the specific carbonated beverage that the venue carries. For some time early in the in the refrigerator product life cycle, it was common to call it a Frigidaire as opposed to the brand it actually was or just...
Words: 1240 - Pages: 5
...Marketing Plan: All-in-one Swiffer Product/Service Description, Situation Analysis Proctor and Gamble is a large muti-billion dollar company with 22 different products to its name. “The company’s scope and accomplishments are staggering. It employs 138,000 people in more that 180 countries; is a global leader in the majority of the 22 different product categories in which it competes; has 23 billion-dollar global brands; spends more that $5 million a day on R&D; and has total worldwide sales of more that $76 billion a year.” (Kotler & Keller, 2009, p. 139) One of their most recent products is the swiffer sweeper. “The Swiffer created the segment based on the unique electrostatic cleaning action of its disposable paper cloths. It’s differentiated from its competitors by a design that allows it to sweep in hard-to-reach places and also its electrostatic cloths, proven to pick up 93% of household allergens. This capability prompted P&G to include in its launch strategy an alliance with the National Asthma Campaign (NAC) to promote asthma awareness, according to Paul Nix, P&G’s external relations director.” (Secrets of Success: Products that win, July 10, 2009) Nowadays with its product a long way from where it started the Proctor and Gamble company will be marketing a new and improved, all in one, mop, sweep and dust swiffer. The swiffer will include amazing new features such as an attached...
Words: 3092 - Pages: 13
...to be successful it needs to be able to gather and analyze consumer behavior in order to better market their brand to consumers. I recently bought a Swiffer Wet Jet mop with my girlfriend and what affected our buying decision were the four P’s: product, place, price, and promotion. Understanding consumer behavior in marketing is important in order to understand what drives consumers. Product “A product is anything that a consumer acquires or might acquire to meet a perceived need” (Del I. Hawkins, 2007). The Swiffer Wet Jet itself is very efficient in cleaning my house. For the last couple of years, my girlfriend has been using an ordinary sponge mop to clean our house. She is always buying new sponges, and it takes her quite a long time to mop the floor in our house. The Swiffer Wet Jet caught our attention while watching a commercial of a family composed of three generations of women who are trying to keep their floor clean and a Swiffer Wet Jet was delivered to their doorstep. The commercial then proceeded to demonstrate how easy it was to build, setup, and use by the consumer. The women in the commercial explained how it efficiently cleaned the floor and how easy it was. This is when my girlfriend and I began discussing buying a Swiffer. Swiffer offers different variations and products to help meet consumer needs. Swiffer products include; Sweeper, Wet Jet, Steam Boost, Duster Extenders, Sweep and Trap, Sweeper X-Large, and Sweeper Vac (Products, 2014). Place ...
Words: 847 - Pages: 4
...Leading the market requires the company to enter a market that has a need of a service or product. The strategy focuses on creating new products to meet the demands of the public. Introducing a product in a blue ocean leaves room for easy growth and a product that has a high return on investment. A Blue Ocean Strategy can help create brand equity for the product or service. Blue Ocean Product Introduction The Swiffer Sweeper was launched by Proctor and Gamble in 1999. The sweeper challenged the household broom by being the first to enter the market offering dry clothes to trap dirt on floors. Since 1999, Proctor and Gamble continues to introduce new Swiffer product, such as the Swiffer WetJet and Swiffer Dusters. Good Housekeeping awarded the Swiffer Sweeper with their 2010 Innovative Products Award. Swiffer products are now used in more than 50 million homes across the world ("P&G", 2015). Proctor and Gamble disrupted the market with the introduction of the Swiffer, and the Swiffer product has reached brand equity. The introduction of the Swiffer product captured the market in a Blue Ocean of opportunity and reinvented how floors were cleaned. Red Ocean Strategy The competition in the area of comparable home mopping systems has disrupted the profitability once felt by Proctor and Gamble. The Rubbermaid Reveal, Bona, and Lysol Clean-Flip Sweeper have increased the competition is the wet and dry mop industry. Competitors quickly saw the value in these types...
Words: 837 - Pages: 4
...Ad Analysis 1. Pepsi Next “Baby” Commercial Summary- This is a 31 second commercial about a new mother who is filming their baby doing “baby” things when the father comes home with the new Pepsi Next soda. The mother doesn’t believe that the Pepsi Next really tastes like Pepsi, since it is supposed to have 60% sugar. They try the soda and are so mesmerized by the new Pepsi Next that they don’t notice their baby dancing, doing “the worm” and playing guitar. Audience- The audience for this commercial could be diabetics who would like a soda with less sugar, or people in general who are looking for a “healthier” soda or a trying to lose weight without giving up soda. Hook- The first thing that gets your attention is the cute baby in the scene, and the super excited vibe that the father gives off about the new Pepsi Next, and finally the dancing baby makes the whole commercial hilarious. Sell Techniques- The Pepsi Next sell techniques for this commercial are the use of “shock and awe”. ie: “The NEW Pepsi Next has the SAME great taste but 60% less sugar!!” Plus it makes you feel like if you drink this soda you not notice anything in your surroundings other than the amazing taste of the Pepsi Next. Motivator- The simple fact that EVERY ‘diet’ soda on the market tastes awful, makes you want to try the new Pepsi Next just to see if it really does taste like regular Pepsi. I bought some just to see if it tasted as good as the commercial says… It actually tastes pretty good...
Words: 1427 - Pages: 6
...the communication between the drone and controller became inadequate. In this way, the malfunctioning of the drone could cause the drone to fly into power lines and cause them to fall onto the ground, leaving severe burns on Ms. Dimwit. Additionally, Good Times would not have been able to reasonably foresee the drone malfunctioning prior to the event, as they had reason to believe that the drone was safe to use and manufactured properly. Thirdly, the drone’s malfunctioning and erratic actions were not in response to normal use by Good Times. The drone’s intended use is to be flown, which is how Good Times was appropriately using the drone. Therefore, the erratic behavior was not in response to the actions of Mr. Worst. Conclusion Ms. Swiffer will likely prove that DONDA is liable under strict product liability, and DONDA’s best defense would be the assumption of risk defense via an impleader action, which would bring Good Times and Kanye Worst into the lawsuit. Rule of Law Strict Product Liability: The plaintiff does not need to prove that the defendant was at fault or was negligent in their actions or that the defendant exercised all possible care. To effectively prove that a defendant is liable under strict product liability, the plaintiff must prove that (1) the product was in defective condition when the it was sold (the defect can occur throughout the manufacturing or assembly phase, the design, or the marketing of the product), (2) that the goods were not substantially...
Words: 1710 - Pages: 7
...List of Procter & Gamble brands 1: Head & Shoulders shampoo 2: Pantene hair care product 3: Herbal Essences Hair care 4: Gillette Fusion cartridge and razor 5: Flash Household Cleaning 6: Swiffer cleaning product 7: Safeguard anti-bacterial soap and liquid anti-bacterial hand soap 8: Ivory soap BCG MATRIX OF PROCTER AND GAMBLE BRANDS 1: Head & Shoulders shampoo (star) Reason: Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. Procter & Gamble researchers started making a new anti-dandruff shampoo in 1950. Nearly a decade of research went into making a new formula, which introduced pyrithione zinc into the shampoo.] It was first introduced to the U.S. market in November 1961 as a blue-green shampoo formula. There are now nine different Head & Shoulders varieties for varying hair types, and the formula has since changed color to white. 2: Pantene hair care product (cash cow) Reason: The brand's best-known product became the conditioning shampoo Pantene Pro-V (Pantene Pro-Vitamin). The product became most noted due to an advertising campaign in the late 1980s in which fashion models said, "Don't hate me because I'm beautiful. Kelly LeBrock gained notoriety as the first television spokeswoman to speak the line.[4] The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavio 3: Herbal Essences Hair care ( Dog) Reason: The...
Words: 683 - Pages: 3
...Axia College Material Appendix B Marketing Concepts In your own words, define the following marketing concepts and provide a relevant real world example to accompany each definition. |Concept |Definition |Example | |Need |A need is something that would be |A person has a baby that is not breastfed. They need | | |hard to live without. |formula. | |Benefit |A product that fills a need or a |Swiffers provide a benefit of faster cleaning/dusting. | | |want provides a benefit. | | |Exchange |Exchange is the trade of money or |A buyer goes to a store and buys groceries. | | |other product/service for a | | | |product the is needed or wanted |A massage therapist trades a massage for a web-design | | | |time | |Marketplace |A marketplace...
Words: 278 - Pages: 2
...Gender Stereotyping in Advertising In the Swiffer® commercial, Morty Are You Listening? We meet Lee and Morty, an older married couple who are showing us how Swiffer® makes cleaning so much easier for Lee, the wife. We see Morty telling Lee to be careful climbing up on a stool to dust the top of a cabinet and saying, “There has to be an easier way.” This is a major gender stereotype. Morty could have climbed on the stool and dusted himself. After they receive the Swiffer® duster, we see Lee making her way around the house and dusting different areas. As she is dusting, she is talking to Morty and commenting about what a great job the Swiffer® is doing. They show Marty yawning, while Lee is talking to him. As Lee continues to talk to him, they show Morty fast asleep. This is another gender stereotype. The man of the house relaxes and falls asleep, while the woman cleans around him. For the older generations in the United States, many women will not have a problem with this. This was how they were raised and how they have lived for most of their lives. However, many women in the younger generations would most likely find this commercial offensive. They are being raised in homes where the woman can be the major breadwinner, while the man stays home and takes care of the house. It seems as though, the manufacturer is implying that women are the only ones who clean the home, while the man will sit and watch or eventually fall asleep. If the manufacturer...
Words: 676 - Pages: 3
...Business Proposal R. Michelle Thomas ECO/561 March 3, 2014 Nancy Irizarry Proctor & Gamble (P&G) is the world’s largest and most profitable consumer products company, with nearly $84 billion in sales and 25 billion-dollar brands. On February 20, 2014 P&G introduced another Swiffer product called The Sweep and Trap. P&G says The Sweep & Trap will make clean-up faster and easier. The Sweep & Trap picks up small and large particles in one swipe with no batteries, cords or power supply required (P&G, 2014). Business Proposal Market structure: P&G market structure is what is called Oligopoly; Oligopoly is a form of market where there is domination of a limited number of suppliers and sellers. P&G is the world’s largest consumer products company controlling over 90% of the market. In the consumer products market P&G is the leader and main competition to all other consumer product companies. At P&G a lot of time money and effort goes into product research and development and advertising is very important part of competition (P&G, 2014). Elasticity of the product(s): Over the last 10 years P&G has had to face some stiff competition from a handful of powerful low-priced retailers such as Wal-Mart, Target, and supermarket chains that offer private label brands or store brands. Because Procter & Gamble has the biggest portfolio of products in the household and personal care industry and generates over one...
Words: 1364 - Pages: 6
...Country Selection Risk Analysis In order to determine whether or not one should introduce a product into a country, they must consider several critical risk factors. We have determined the four critical risk factors for the Swiffer Sweeper are: 1. Economy 2. Political 3. Social 4. Cultural The measurement of economic globalization discusses two factors, the actualeconomic flows and the restrictions of international trade and capital. Actual flows are measured through the percent of GDP which consists of trades, portfolio investments, income payments to foreign nationals, and foreign direct investments.Hidden import barriers are revealed through the restrictions portion of economic globalization. Restrictions include mean tariff rate, percent of current revenue that are taxes on international trade, and capital account restrictions. (Method of Calculation, 2011) This measure is extremely important to any product when entering a new country. It allows one to see the capability of entering a country due to their standards and economic means. This has a great potential to restrict entrance through barriers of entering, and can help one forecast if they have a potential for trade through the actual flows, to see how much they do trade with other countries. Due to all of these significant factors, we have selected 35% as our weight for economic globalization. This is our highest weight, because how well a country performs and interacts with other countries determines the success...
Words: 1261 - Pages: 6
...Some Pointers in Decorating & arranging the house * Wipe the slate clean. -In other words, completely empty the room, if possible. I know this can be hard, especially in a cramped, city apartment, but it is sometimes impossible to visualize a fresh new look unless you begin with a blank palette. * Decide on your focal point. Every room needs one. This is the defining element in your room. It can be a something as simple as a fireplace or a unique piece of furniture or artwork. Your furniture should be arranged to take advantage of your focal point. For example, in the living room or bedroom, the sofa or bed should face the focal point. * Identify traffic patterns and avoid setting up an obstacle course. For example, if you must cut through your dining room to get to your kitchen, you won’t want to dodge a huge table and chairs just to get a drink of water. * Decide on the use of the room – intimate gatherings, entertaining large crowds, sleeping and playing (like in a child’s bedroom) or sleeping only? Your main piece, especially in a large room, will help define the purpose and use of the space. * Don’t block doorways, windows or views to other rooms, if possible. Consider these factors before you begin moving your furniture in. * Use remaining furnishings to define areas. This is very important in a large room, but it is just as important in a small space. The remaining furniture and decor should enhance and work around your main piece and your...
Words: 2046 - Pages: 9
...Analyst/Associate Consultant Mon Jun 3 2013 | Manager/Sr. Manager - Project Lead Custom Analytics Mon Jun 3 2013 | Vice President, Client Development Mon Jun 3 2013 | Associate Retail Client Manager/Retail Client Manager Mon Jun 3 2013 | Supervisor US Field Service Fri May 31 2013 | Consultant/Sr. Consultant Mon Jun 3 2013 | Territory Sales Manager Tue May 28 2013 | VP, Global Analytics Lead Wed May 29 2013 | Director, Client Service Tue May 28 2013 | FT Field Service Representative - Norfolk Tue Jun 4 2013 | From “Going mop head to mop head” Wall Street Journal article: “ Household mop maker Libman Co. felt it was time to deliver a floor mop in the "quick clean" category. Marketing director, Brian Sowinski says the Swiffer was "really the only game in town in that category." Libman's Freedom mop is a "sort of in-between cleaning" device that consumers can use for touch-ups between more deep cleanings with a regular mop like Libman's Tornado Mop or Wonder Mop. Like Rubbermaid's Reveal, the Freedom mop allows consumers a choice of cleansers and comes with a washable pad. "Because to us," the mop's packaging says, "disposable pads and bottles sounds like a bunch of garbage." ” Libman links: Company website- http://libman.com/ Fan Facebook...
Words: 3295 - Pages: 14
...BEDROOM * Comforter * Pillows * Pillow Cases * Decorative Pillows (?) * Mattress * Mattress Pad * Mattress Protector * Bed Frame * Sheets (2-3 sets) * Blanket(s) * Rug (?) * Curtains/Curtain Rods (s) * Lamp(s) * Nightstand(s) * Clock * Trashcan * Mirror * Fan * Hangers * Hamper BATHROOM * Towels (2-3 sets) * Washcloths (2-3 sets) * Hand towels (2-3 sets) * Tub Mat * Bath Rug * Plunger * Toilet Brush * Soap/Soap Dispenser or Tray * Trashcan * Toothbrush Holder * Under-Sink Storage * Shower Curtain/Liner/Rings PERSONAL CARE * Loofa * Toothbrush * Toothpaste * Mouthwash * Cotton Swabs * Nail Clippers * Tweezers * Tissues * Toilet Paper * Shampoo Rack (?) * Shampoo/Conditioner * Deodorant * Body Wash * Hair Products * Elastics * Bobby Pins * Hair Dryer * Curling Iron/Straightener * Clips * Product * Brush/Comb * Make-Up * Razors * Scale KITCHEN * Cooking/Baking Sheets * Measuring Cups/Spoons * Mixing Bowls * Silverware/Knife Set * Glasses/Mugs * Plates/Bowls * Blender * Coffee Maker * Mixer * Microwave (?) * Griddle * Pots/Pans * Toaster (?) * Timer * Colander * Mixing/Serving Spoons * Tongs * Peeler * Whisk * Ice Cream Scoop * Rolling Pin * Cutting Boards * Salt...
Words: 282 - Pages: 2
...Creating Value" Please respond to the following: * Reflect on a recent purchase you have made. Argue why the product was worth the price you paid. Create a counter argument for someone who believes the price does not reflect the value of the product. In your arguments, indicate whether the product has monetary or psychological value, or both, and the influence this value had on your purchasing decision. * From the first e-Activity, evaluate how the company you selected has or has not effectively divided its respective market into segments in order to maximize profits. Provide two suggestions to the company to aid it in maximizing its profits. Support your suggestions using information from the readings. I recently made a purchase for my home internet services that reflects a psychological value in which it would be more of a convenience to have internet service at home. This value in making my purchasing decision can be considered both Monetary and Psychological. Considering the monetary value cost saving would be based off of the value in the cost it would save to have the internet at my disposal than using a public library, while Psychological would be based on the value of my satisfaction. My decision was psychological in the case having home internet services creates satisfaction in terms of value than incurring the cost of travel and time to use other alternatives that would be free or less of a charge to me. My current bill is $75 dollars a month and I am...
Words: 643 - Pages: 3
