This is a case of KISS, keeping it simple ill help them grow the market and gain loyal customers along the way Distribution/Place Although Swifter currently has found several avenues for consumers to purchase products, the ability for growth still remains. The majority of the marketing plan requires a pull strategy, but distribution will have a pull focused one. With higher distribution channels it not only Increases customer awareness and brand recall for the product. It also offers the potential for higher profit margins on specific products.
Currently the Swifter Sweeper has the smallest refill amount available at 12 replacement sheets. If Swifter refill locations were placed In gas stations, the ability to sell a 3 or 5 pack at a higher margin per refill sheet Is absolutely obtainable. Consumers are willing to pay for convenience. Picking up a small pack of refills for a little extra to avoid an additional trip to the grocery store may provide beneficial to an ever increasingly time sensitive culture. In stores where Swifter can be currently found improved methods of shelving are ideal.
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Refill kits should be available at end caps near the front registers. Promotion The main thrust of the promotion will be focused around increasing trial. Swifter is nominating the market by leaps and bounds. First times trial is the key to sustainable margins and growth. Ways to get that trial will include: Rebate Incentives for specific promotions. Most current promotional plan Swifter could implement: $3 mail in rebate on Swifter Kirkpatrick to Celebrate Dads and Grads!
Bundling swifter products with other P&G products will be used at key times to get the swifter into more hands Binding Swifter product coupons in DVD’s catered towards adults and children. Previously has found success with the release of Cinderella on DVD. P felt the economic recession (some argue we are still in) of the early asses was prime time to capitalize on Increasing market share. One way was website. Since we know the majority of consumers frequent the internet, it is an excellent incentive for them to explore what Swifter products are available.
Coupons inside other Swifter products. Since each Swifter product is unique, coupons for sister products could increase sales. Purchase a 12 CT refill kit for your Swifter Sweeper and receive a $5 off coupon off the Swifter Kirkpatrick. The majority of these coupons should be aimed at higher adoption rates of the Kirkpatrick, and refills for the original Swifter Sweeper. Contests/Awards – Swifter has found success with the “amazing woman of the year” contest and we believe these efforts should be continued.
An ad campaign for People who Swifter their communities, highlighting community leaders and charity work. Product Placement – Swifter should be considered a way of the American life. Every family room featured on television or film has a television. This should hold true with every kitchen having a Swifter on hand. Jessica Simpson Rolling Stone of the “housewife” is evident of the Swifter’s impact on modern culture. A new television advertising campaign centered on reminding people about swifter ND how easy it is to use will be developed.
It will be simple quick and to the point much like swifter. The message is “hey, it’s Just easy’ Price Pricing towards traditional methods of cleaning will not be a goal of the marketing plan. Taking a wet soapy rag on your hands and knees will always be the cheapest route. The key is to show the value in Swifter products. Price will be considered a factor in regards to specific name brand competitors. Pledge offers products very similar to Swifter’s, and although brand loyalty is strong, if pricing becomes substantially favorable for Pledge, it is safe to assume consumers will be lost.