BRANDITS

CleanSpri
tz
 BRANDIT
S

Parashar Saha Abanti Shreya M S Khan S.M. Fahim

Saha Rayed Hossain
Situation Analysis
 Situation Analysis
COMPANY ANALYSIS
1925: Founded in Toledo, Ohio
1945: Was producing two industry leading product-
Winewipe and Floorman
1950: Develops its product for both industrial and household
 cleaner
1985:MJ Bought Statlton and Sans
2011: Revenues totaled $6.2 Bn with 80% Sales
coming from US
USP: High quality Strong Branding and
Innovation
 Situation Analysis
COMPANY ANALYSIS
7% of sales went in R&D
25% of revenues went annually on Marketing and Brand
awareness
2012: MJBrenner remains private company


10,000
 employees worldwide
30 products and 11 distinct Brands
 Situation Analysis
INDUSTRY ANALYSIS
$5.04 Bn US Sales revenue from Household cleaning sales

$384 Million: 2011 US Sales for all purpose cleaners

$1.64 Bn US 
sales for Hard surface cleaners in 2006


$1.64Bn US 
sales for hard Surface cleaners in 2010
$ 1.30 Bn: US sales for hard surface cleaners in 2015
 Competitor analysis
Magic Marry High Price

Clear n Clean
CleanSpritz

Shinee
Low Environment
High friendliness
Glisten Label
Private

Low
 Consumer insight

rone to natural product sources Low brand choice due to little pro
nvironment friendly packaging Differentiation in market

Very Price Sensitive Concerned about impact of

Chemicals in household

High purchase from Supermarket Lack of congruency between inten

and actually purchase behavior
 SWOT Analysis
• Lack of
environment
S W commitment.
• High quality • Sales decline 2006-
• Strong branding
Weaknes
Strengths 11
• Innovation s • Optimistic
• Greener projections of New
Competitors environmental
• Product
products
• Changing
Opportuni innovation
customer tastes Threats ties • Brand
• Uncertain
Reinforcement
customer T O
commitment
Problem identification
 Symptoms
1 Sales decline

2 Customers opting for Greener

products

3 Brand value dilution

 Core Issue

Should the company stick with current product

line or should they introduce new products?
 OBJECTIVES

1 Ensuring Sales boost

PRIME
OBJECTIV 2 Long term market sustainability
ES
3 Strong and unique brand positioning
Alternatives & Recommendation
 Decision Alternatives

1 2 3 4

ALTERNA ALTERNA ALTERNA ALTERNA

TIVE TIVE TIVE TIVE

Concentrate Refill Pouch Refill Base

Re-launch Dissolvable Case/Status
packet Quo
 Evaluation of Alternatives

Pros No
No change
change in
in Expenditure
Expenditure
packaging
packaging
ALTERN

1
ATIVE Reduction
Reduction in
in pollution
pollution Cannibalization
Cannibalization

CONCENTR
CONCENTR Increased
Increased Reusability
Reusability Zero
Zero Cost
Cost saving
saving
ATE RE-
LAUNCH
Cons
 Evaluation of Alternatives
Environment
Environment Friendly
Pros Friendly Maximum
Maximum cost
cost saving
saving
ALTERN

2
ATIVE Consumer
Consumer Familiarity
Familiarity 60%
60% Cannibalization
Cannibalization

REFILL
REFILL Convenient
Convenient Shelf
Shelf Spillover
Spillover
POUCH space
space

Law
Law constraint
constraint
Cons
 Evaluation of Alternatives
Unfamiliarity
Unfamiliarity with
Pros consumers
consumers
with

ALTERN

3
ATIVE Brand
Brand new
new so
so high
high High
High
environment
environment impact
impact Expenditure
Expenditure

REFILL
REFILL Low
Low Visibility
Visibility
Cost
Cost saving
saving 6%
6%
DISSOLVABLE
PACKET Leakage
Leakage and
and
Cons law
law constraints
constraints
 Evaluation of Alternatives

Pros Increased
Increased usage
usage Management
Management Issues
Issues
ALTERN

4
ATIVE No
No cannibalization
cannibalization Launch
Launch Delays
Delays

BASE
BASE Overall
Overall costing
costing low
low Lose
Lose Creative
Creative
CASE/STATU Advantage
Advantage
S QUO More
More reliable
reliable
Cons
 Recommendation

ALTERNATIVE 3 ( Short Term)

REFILL DISSOLVABLE PACKET
Action Plan
 The big idea

 


 
 



The DRIP Campaign


 
  

  
 
 Campaign-1 core idea or word
CAMPAIGN CAMPAIGN
Spread thePART
idea of 1a PART 2 the Brand
Reinforce
differentiated product Message using the
using AVs ID tagline: Clean your
EA way to a better future
CAMPAIGN CAMPAIGN
PART
Inform people 3
about PART 4 Leaders
Use Opinion
the brand through
digital branding and
mass media
promotion
 Something important

A B C

B
REACH
A ACT
CONVERT
ENGAGE
Monitoring and evaluation
Monitoring & EVALUATION
SALES
MARKET
SHARE
SOCIAL
MEDIA


MILEST 
KPI 
TARGE
ONE TS

Analysis Management
Research Labor
Outcome Machine
 Challenges & Feasibility

CHALLENGE
CONSUMER INISGHT

SOLUTION
Alt 3
Takeaways
Thank you