A new sink clog remover

Résumé du document

The product we present today is a new sink clog remover. Its purpose is to dislodge gunk from sink and pipes. We can find two type of clog remover:
Mechanical: the suction pump used for decades. It helps to dislodge clog but don't clean the pipe.
Chemical: a very aggressive liquid which dissolves clog and clean the pipe from bacteria.

We chose to develop a chemical clog remover because this kind of cleaning agent is more efficient. Furthermore, our company doesn't develop an entire new product. We already commercialize a chemical clog remover but our sales are under the expectations. This marketing plan aims to explain our new communication and advertising strategy. Until today, detergents were presented for their cleaning action performance and their ability to do the job: clean tubes. Our product doesn't differ so much from what competitors have been doing. But our positioning and the way we advertise will be the key of our success.

Extraits

[...] A new sink clog remover Contents 1. Define your product or service 3 What is its function? 3 What problem or opportunity does it solve? 3 What is its name / brand? Reaching your audience 4 Who is your target audience? 4 What drivers will they respond to? Delivering the message 5 What is the message? 5 What Integrated Marketing Communications mix will you select? 6 What specific media will you use? Regulatory issues 8 What regulatory or trade association issues or restrictions do you operate under? [...]

[...] This game will rely on specific points: - well designed and intuitive in order to attract the consumer eye and lead him to play with it. - available on web and mobile, in order to reach the more consumer as possible. Today more than 31 million iphone and 250 million android smartphones are on the market worldwide. (Mediametrie, 2011) - social share connexion, in order to allow players to share their scores with friend and invite them to play. The brief: Kill the most Dianoga you can. This “shoot them will allows pointification and virality. [...]

[...] Cleaning agents is a very massive market. The competition is strong and brands differentiate themselves through the effectiveness of their products. Furthermore, advertising is a key factor in this industry. Every housekeeper experienced, at least once, a sink full of water because of clog stick in the pipe. This detergent dissolve gunk and clean the pipe in order to keep the wastewater drain out. So, the market is as big as there is houses and apartments. The opportunity is now to determine how to speak to consumer in order to generate sales. [...]

[...] We can find two type of clog remover: Mechanical: the suction pump used for decades. It helps to dislodge clog but don't clean the pipe. Chemical: a very aggressive liquid which dissolves clog and clean the pipe from bacteria. We chose to develop a chemical clog remover because this kind of cleaning agent is more efficient. Furthermore, our company doesn't develop an entire new product. We already commercialize a chemical clog remover but our sales are under the expectations. This marketing plan aims to explain our new communication and advertising strategy. [...]

[...] competition analysis in the pre- assignment). But in reality, even if women are indeed the ones who choose the cleaning agents, they most of the time call for help when the sink has a problem. So, men are doing the job. We targeted a new branch of the population, not yet identified by the competition: men, married and student, urban, Star Wars thematic responsive. About student, we especially target students who live in small flat or attic room (very common in European cities such as Paris). [...]