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Arctic Power

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IL CASO ARCTIC POWER

ANALISI SWOT

PUNTI DI FORZA | PUNTI DEBOLI | * Arctic Power è un compartimento della CPC, multinazionale che dispone delle risorse e delle capacità adatte a sostenere tale brand nel conseguimento dei suoi obiettivi e garantire un’ottima solidità finanziaria alle sue spalle * Arctic Power è un prodotto di elevata qualità con un potere pulente identico rispetto al suo competitor diretto e leader del mercato Tide, è il miglior prodotto per il lavaggio in acqua fredda * Trend delle quote di mercato del brand in crescita a livello nazionale nel periodo 1993-96, concentrato in Quebec e Province Marittime (a scapito delle quote di mercato dei competitor) * Arctic Power arriva da un’efficace campagna pubblicitaria nel periodo 1993-96 | * Arctic Power ha elevati costi di produzione * Arctic Power soffre di un cattivo posizionamento e di una campagna marketing debole * Il valore di Arctic Power non è adeguatamente trasferito e comunicato al cliente * Indebolimento del brand in alcune regioni | OPPORTUNITA’ | MINACCE | * Il mercato dei detersivi per panni è un mercato maturo, il trend segna una crescita del 1% di vendite in quantità, e una crescita del 5% in valore all’anno nel periodo 1993-96 * Crescita del numero di casalinghe che lavano i panni in acqua fredda (al 29% per tutto il Canada nel 1996) differenziato secondo le varie regioni (con picchi del 55% in Quebec e del 33% nelle Provincie Marittime, regioni in cui Arctic Power è già abbastanza forte) * Tendenza ad un mercato d’oligopolio nel quale Arctic Power può giocare un ruolo di leadership * Trend di vendite in crescita del mercato dei detersivi nel periodo 1993-96 | * Il mercato è maturo quindi segna un trend di crescita basso ed è altamente concorrenziale, l’unico modo di aumentare la propria quota di mercato è sottrarla ad altri brand * Arctic Power deve fronteggiarsi con un leader di mercato molto forte: Tide ha alle spalle una multinazionale molto solida (P&G) |
STRATEGIA
Mettiamo a confronto i dati a disposizione di Arctic Power:

| POPOLAZIONE(in milioni di abitanti) | SPESE DI PUBBLICITA’ ARCTIC POWER(in milioni di $) | QUOTA DI MERCATO(in %) | PROVA DI ARCTIC POWER (nel 1996, almeno una volta, in %) | CASALINGHE CHE LAVANO A MANO(in %) | PROVINCE MARITTIME | 2,3 | 13,1 | 6,3 | 67,9 | 33 | QUEBEC | 6,6 | 16,1 | 17,5 | 75,6 | 55 | ONTARIO | 9,4 | 0,5 | 0,8 | 19,7 | 17 | MANITOBA, SASKATCHEWAN, ALBERTA | 4,5 | 17,4 | 2,2 | 45,3 | 34 | BRITISH COLUMBIA | 3 | 13,1 | 5,5 | 43 | 21 |

OBIETTIVI DI PERFORMANCE
Arctic Power deve puntare ad aumentare la propria quota di mercato a livello nazionale. Data la frammentazione del mercato a livello regionale opereremo puntando su una segmentazione di tipo: * geografico: tenendo conto delle differenze culturali rilevate a livello regionale * a posteriori: considerando i diversi benefici espressi dai campioni effettuati su scala regionale
Bisogna puntare sul crescente mercato del lavaggio in acqua fredda: sul mercato nazionale il 29% delle casalinghe utilizza tale metodo e il trend nell’ultimo periodo è cresciuto del 7% nel periodo 1992-96.

Posizionamento: * tecnologia specifica per il lavaggio a freddo, Arctic Power deve essere percepito del cliente come il detersivo migliore per tale scopo * saranno mantenuti gli stessi canali di distribuzione già esistenti e fidelizzati dal compartimento * comunicazione mirata a trasferire adeguatamente il valore del prodotto al cliente, nello specifico: a livello nazionale la campagna punterà a sensibilizzare il cliente sui vantaggi del lavaggio a freddo (eco-sostenibilità, risparmio, salvaguardia dei capi) * per quanto concerne il prezzo abbiamo deciso di abbassare i costi di produzione diminuendo la quantità di adittivi chimici presenti nel prodotto, con contestuale diminuzione del prezzo al dettaglio fornendo un prodotto con un buon rapporto qualità/prezzo

a) il gruppo cpc deve continuare a sostenere il brand Arctic power: * in quanto il mercato dei detersivi dei panni è in lieve crescita sia in valore sia in quantità; * il prodotto Arctic Power ha lo stesso potere pulente del suo principale competitor e leader di mercato tide, avendo in più una maggior efficacia nel lavaggio a freddo; * il sistema di lavaggio a freddo è in continua crescita in Canada; * la cpc ha aumentato la sua quota di mercato nell’ ultimo periodo a fornte di un calo delle quote dei principali competitor; * i risultati della campagna pubblicitaria attuata in Canada negli anni precedenti hanno evidenziato una buona efficacia degli investimenti a tal scopo.

b) campagna nazionale incentrata sull’ utilizzo del lavaggio a freddo come migior metodo di lavaggio dei panni, in quanto (tab.4) evita il restringimento, fa risparmiare energia elettrica ed evita lo scolorimento. (con possibilità di aumentare le quote di mercato nella regione dell’ Ontario, facendo leva sul mancato restringimento dei capi/scolorimento, abbassando invece gli investimenti pubblicitari in Alberta.

c) Posizionamento unico: il lavaggio a freddo è il metodo migliore per lavare i panni e Arctic Power è il miglior prodotto per lavare a freddo. Abbassando di poco la quantità di adittivi chimici usati si abbassano i costi di produzione e di conseguenza il prezzo di vendita, mantenendo ad ogni modo la grande ca quantità di adittivi plurimo: diversificazione tra le regioni Quebec e Province Marittime da una parte e Ontario e British Columbia dall’altra. Quebec e Province Marittime risparmio energetico, nel

OBIETTIVI a) Regioni sulle quali puntare – specificare quali b) Posizionamento (unico o plurimo) del prodotto nei vari mercati e conseguenti implicazioni fra Arctic Power e gli altri brand esistenti

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