EOC: Week 10: What Channels are you going to do to get your product noticed?

The channel I will use to promote my product will be a marketing piece. This will be eye catchy and will let people know why this is just a great product, no worries about ruining your clothes and for a fraction of the cost of what it would take to replace your damaged shirt. Spray 'n Wash is a worry-free product for kid's clothes, kids can be kids, play in the dirt and run on the grass and dads will love the idea of just spraying their clothes with Spray 'n Wash even if it's not going straight to the washer that night, just spray clothes and it starts working right away by fighting that soil from sitting in. Moms will love you when you get home after a day at the park with the kids and help her with laundry even if all you do is use Spray 'n Wash.

Price

The price for this product could range from $2.99 to about $4.99 depending if its a carpet cleaning product. There is a line of products for both laundry and home care.
"The price steps should take into account cost differences between the products in the line. More importantly, they should account for differences in customer perceptions of the value of different features. For example, Quicken offers an entire line of financial management software, including Basic, Deluxe, Premier, and Home & Business versions priced at $29.99, $59.99,$79.99, and $89.99. Although it costs Quicken no more to produce the CD containing the Premier version than the CD containing the Basic version, many buyers happily pay more to obtain additional Premier features, such as financial planning and investment-monitoring tools. Quicken’s task is to establish perceived value differences that support the price differences." (Marketing an Introduction by Armstrong/Kotler) The price of the product not only reflects the cost to make the product but in reality is paying for what you believe is the valuable and what it can do for you.

Distribution

Promotion

We need to promote our products and a great way to promote Resolve is to give out free samples. Handing out samples to use for about 1-2 washing loads helps people experience our product first hand. This is a great method if promoting is done in an event show where there are lots of people especially if they know before hand that most likely they will take home products. Another way can be promoting coupons with a huge discount on the internet, this is an incentive to get people to try our product. "Marketers must decide how to promote and distribute the promotion program itself. A $2-off coupon could be given out in a package, at the store, via the Internet, or in an advertisement. Each distribution method involves a different level of reach and cost. Increasingly, marketers are blending several media into a total campaign concept. The length of the promotion is also important. If the sales promotion period is too short, many prospects (who may not be buying during that time) will miss it. If the promotion runs too long, the deal will lose some of its “act now” force."

Marketing Strategy

The marketing strategy really takes the concept of the product and find a leverage between letting people know why Resolve is such a great product and what they will miss out by not having it. It also includes finding out what the product price is and this is based on the cost of producing the product itself. The other concepts to consider are distribution of the product and having a budget for the marketing plan.
"A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." (Marketing an Introduction by Armstrong Kotler). Another aspect of marketing is to create customer relationships by creating and keeping profitable customers. A good way to start is by using market penetration with a big marketing plan using different types of media, such as T.V., radio and social internet.

SWOT Analysis

A SWOT Analysis helps find the weaknesses and strengths of a product and how to be improve it."Mlysisanaging the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance."

Product

Then.... Now

Moms loved Spray 'n Wash because it didn't matter where the kids played at or how dirty they go, mom always relied on Spray 'n Wash to help keep her little one's clothes nice and clean. Because Spray 'n Wash was used quite heavily and returned great results, they now re-named their product to Resolve and added another line.

There is now Resolve for laundry and different options to help with certain stains, such as Resolve Stain Stick, Laundry Stain Remover Foaming Aerosol and Max Trigger to name a few. It has always been great in the laundry room and now it's even better all over your house.