California Creative Inc.(Anna Amprim, Chelsea Getsy, Amanda Pato, Richard Pierce & Aaron Tressler)

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Glad is a manufacturer of waste management and food storage products. Glad is renowned as a strong advocate of the environment, constantly engaging in green marketing and producing eco-friendly products. Glad ForceFlex kitchen trash bags use less plastic than the competition and possess unique features, such as an ingredient branded Febreze OdorShield. The Glad brand positions itself on the forefront of quality, reliability and innovation.

A demographic that is largely ignored when it comes to kitchen trash bags is Generation Y. The objectives of this IMC campaign are to develop brand awareness in Gen Y’ers, to expand their target market leading to an expected gain in market share. To attract these consumers, promotions and media tools that appeal to their lifestyle and interests will be utilized, such as the use of social media and a sweepstakes to attend the Bonnaroo music festival this summer.

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ForceFlex Kitchen Trash Bags1.0 Executive Summary

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ForceFlex Kitchen Trash Bags2.0 Promotion Opportunity Analysis 2.1 Communications Market Analysis

2.1.1 Competitive Analysis• Most relevant competitors include Hefty and

private label brands, such as Walmart’s Great Value brand and Target’s Up & Up brand.

• Hefty’s most recent advertising efforts, “hunkvertising,” have been provocatively aimed toward the Gen X mother demographic.

• Private label brands like Great Value and Up & Up do not really advertise their products, but distinguish themselves with a lower price.

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2.1.2 Opportunity Analysis• Every kitchen needs trash bags whether it is in a house,

apartment, dormitory, wherever.• We believe that our competitors are ignoring a major customer

group in Generation Y’ers.• By gearing this IMC campaign toward Gen Y’ers, there is an

outstanding opportunity to build customer loyalty at a relatively early age, and to maintain that relationship as they progress through their lives.

ForceFlex Kitchen Trash Bags2.0 Promotion Opportunity Analysis (cont.) 2.1 Communications Market Analysis (cont.)

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2.1.3 Target Market AnalysisGeneration Y a.k.a. Millennials (13-28 years old)• Largest demographic group since the Baby Boomers,

over 52.8 million in 2012.• Grew up in a heavily media saturated and branded

world.• Very comfortable with technology.• Still formulating brand preferences.• Eager to connect over causes.• Influenced more by experiences than possessions.

ForceFlex Kitchen Trash Bags2.0 Promotion Opportunity Analysis (cont.) 2.1 Communications Market Analysis (cont.)

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ForceFlex Kitchen Trash Bags2.0 Promotion Opportunity Analysis (cont.) 2.1 Communications Market Analysis (cont.)

2.1.4 Customer Analysis• Current Customers: The “trash scentinel,” mothers in their 30’s that

Glad’s that actively cares for her family and manages her household. Finds value in brands that help her do so. Always looking to improve herself and give back, no matter how small the step.

• Competition’s Customers: Hefty’s customers are similar to that of Glad, just edgier, apparent with “hunkvertising.” The private labels, such as Great Value and Up & Up attract buyers from Gen X & Y because of their lower price. Up & Up, in particular, has attracted Gen Y’ers well due to Target’s perceived hip and trendy image.

• Potential Customers: There is an abundance of potential in targeting Glad ForceFlex kitchen trash bags toward Gen Y’ers. However, Gen Y’ers are notably not as brand loyal and they would have to be willing to pay a slightly higher price for Glad over that of a private label.

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ForceFlex Kitchen Trash Bags3.0 Corporate Strategies

3.1 Corporate Image Strategy• Develop affordable, high-quality,

eco-friendly products.• Push forward as an industry leader in

green-marketing.• Activism in environmental activities,

such as partnership with Keep America Beautiful.

• Create the impression that Glad is the “Strength You Can Trust.”

C o r p o r a t e L o g o

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ForceFlex Kitchen Trash Bags3.0 Corporate Strategies (cont.)

3.2 Brand Development Strategy• Unique Features: ForceFlex material,

can-gripping drawstrings, Stretchable Strength technology, Febreze OdorShield

• Ingredient Branding: Glad ForceFlex kitchen trash bags are equipped with the Febreze OdorShield, which comes in a variety of Febreze air freshener scents.

• Alternative Methods of Marketing: Millennials are prone to using nontraditional media channels, such as social media and mobile applications.

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ForceFlex Kitchen Trash Bags3.0 Corporate Strategies (cont.)

3.3 Brand Positioning Strategy• Product Attributes: Characteristics of the Glad brand include

quality, reliability and innovation.• Price-Quality Relationship: Slightly higher price than private

label competitors, but is assured “strength you can trust” and offers superior quality for just cents more than the competition.

• Product User: With Glad’s emphasis on green marketing and promoting eco-friendly initiatives, the product is positioned toward environmentally-conscious consumers.

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ForceFlex Kitchen Trash Bags3.0 Corporate Strategies (cont.) 3.3 Brand Positioning Strategy (cont.): Perceived Perception Map

Quality High

Quality Low

Price HighPric

e Lo

w

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ForceFlex Kitchen Trash Bags3.0 Corporate Strategies (cont.)

3.4 Public Relations Strategy• Partnership with Keep America

Beautiful.• Donate portion of sales to help fund

Great American Cleanup.• Engage in green-marketing.• Bonnaroo music festival sponsor.• Participate in event-marketing at Great

American Cleanups events, Bonnaroo, Luke Bryan’s summer “My Kind of Night” tour.

• Press release.

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ForceFlex Kitchen Trash Bags3.0 Corporate Strategies (cont.)

3.5 Evaluation• Overall, Glad is a very strong and healthy

brand.• Public Relations Evaluation Methodologies:

Counting Clippings

AdvertisingEquivalence

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ForceFlex Kitchen Trash Bags4.0 Integrated Marketing Communications Management

4.1 IMC Objectives

4.2 IMC Budget: N/A

DevelopBrand

AwarenessExpandTargetMarket

IncreaseMarket Share

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ForceFlex Kitchen Trash Bags4.0 Integrated Marketing Communications Management (cont.) 4.3 E-Active Marketing

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ForceFlex Kitchen Trash Bags4.0 Integrated Marketing Communications Management (cont.)

4.3 E-Active Marketing (cont.)• Website that supports e-commerce and provides product and

company information.• Twitter handle to further reach and interact with Gen Y

consumers.• Spotify playlist.

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