The Future of Swiffer

 

AGENDA

• Proctor and Gamble Expectations

• Research Analysis• Our Customers• Our Competition• Our World• Our Solutions• Questions and Answers

Proctor and Gamble Expectations

• World leader in innovation

• Highest Degree of Quality

• “Outside of the Box Thinking”

• Customer focus is number one priority

• Accountability

Research Analysis

Over 200 surveys collected for primary research

Through In Store Product Analysis

Personal Interviews

Discovering and utilizing secondary material

Our Customer

• Strongest userso Women o Professionalso Married w/ Childreno “On the Go”o 58% of Women surveyed used Swiffer Products

in the last 6 months.o Purchase most at Superstoreso Use every 3 dayso Refills depend on age

• Weakest userso Meno African Americano Elderly

Our Competition

• Generic/Store Brand Competitors

• Brand Competitors Pledge and Clorox

Our World

Consumers are constantly striving to find more efficient ways to clean.

False rumors

Automatically Cleaning Robots are right around the corner, and getting more affordable (Scooba $399.99)

Environmentalists question the throw away culture

Our World Cont.

• Store shelving system is inadequate for ideal product visualization

Our Solution

Advertising geared towards age demographics

Coupon for sister Swiffer products

DVD bundle promotions

“Swiffer your Streets” Awards

Reach for the Stars: Swiffer in EVERY Home By 2010

Our Solution

• NEW package design for Swiffer products

• Billboards

• Mail in Rebates for Holiday Promotions (DADS/GRADS)

• TV AD campaign

• Product Placement

• Anticipated budget: $12 million

Billboard

Our Solution

• TV AD: “Anyone Can do It!”o Features weak market of young meno Conveys message of the simple factor to appeal to

everyone

Our Solution

• TV AD: “Workin’ Woman”o Hits Professional “on the go Woman”o Clearly shows preference over traditional cleaning

methodso Ideally targeted at Women in their 30’s

Accountability

• Results can be clearly measured o Website trackingo Identifying numbers on couponso trends

• Both Results Inc and P&G have customer interests as top priority

• Results is our specialty

Questions?