Communication strategy & plan: Cif case study

Résumé du document

Cif is a very old brand in its sector of cleaning product and has a very strong image, but is too much associated to restrictive and occasional use.
As a communication agency, I was asked to think about a new communication strategy which could make Cif appears as more usable, more easily and in order to give a true image to its brand, often used because our mothers used it.

Here is my presentation of Cif expectations.

Product's reality: Abrasive product, non user-friendly
Old fashioned, restrictive and occasional use

Product's reality: Efficiency adapted to a range of new uses. Best product on traditional surfaces such as bathroom and restrooms.

According to the case and the situation faced by the company, we propose two overall marketing objectives.

Extraits

[...] Competitors have yet moved beyond process demonstration to values. So Cif wants to change its perception too. It is essential in order to reverse the current market erosion trend. The product has to become a daily product as well as to make the most of the “home enjoyment” niche Positioning Chosen positioning Product's reality: Efficiency adapted to a range of new uses Best product on traditional surfaces such as bathroom and restrooms Consumers' expectations: Competitors' positioning: Home enjoyment Ajax: ease of use, pleasant smell Modern Mr propre: innovative, pleasure of use Ease of use Our goal is to reduce the gap between the chosen and perceived positioning for the consumers. [...]

[...] We create a whole universe at home, and we try to transform our home into a peaceful and harmonious heaven. One way to reach this objective is to use a cleaning product, which provides us with trust and efficiency. The brand is already well known, and our goal is to make the consumers' attitude change towards it. To reach “home enjoyment”, one key element is to convince our targets of the multi task use feature of Cif: they can use it to clean almost everything in and out the house. [...]

[...] ) o Games & contests II/ Copy-Strategy 2.1 Principal fact Cif cream was launched in 1969 first in France and later in 45 countries. It was the first cream cleanser in the household cleaning. The advertising campaign illustrating how scouring powders could scratch like “skates on had a strong influence on the brand. Ever since, the brand has always been associated to this idea. It was a revolution at the time; the feeling is still in the air today - nothing really changed. [...]

[...] 2.9 Calendar III/ Possible actions beyond classical advertising Packaging - Biodesign - Smaller bottles Redesign Cif's bottle to make it appear more modern, trendy and convenient. Invest in Research and Development - New flagrance: perfume and smells. Once again, this would illustrate that Cif is definitely more modern and that a change has occurred. This would also appeal more to our targets who also have experienced other household products who are more innovative (Mr Propre for example). We could this better compete with them. - New formulation: liquid and transparent. [...]

[...] This part of the population is very interesting because it is when a woman takes her first apartment that she develops some habits, particularly in terms of household's products. This category includes women between 18-35-years old and concerns women who are working, who are active In France millions of women are active which represent 49% of women; 30% of women in our target are working Moreover this category is exploding these last years, due particularly to the change of vision about women's place. [...]