CREATE A LINE OF HOUSEHOLD CLEANING PRODUCTS THAT ARE ENVIRONMENTALLY FRIENDLY, NATURAL, AND SAFE FOR ANYONE TO USE.
CORE VALUES
THE MINDFUL MOTHER Wants to use safe products around her children Transparent: Always be honest and trustworthy
Compassionate: Be easily accessible and understanding of customers’ concerns
$ Trustworthy: Produce products that really work, but remain safe to use around the family
COMPETITORS Vitality is a brand that is meant to be safe for families to use, but also safe for the environment. To gain new customers in a competitive market, the brand needs to have a unique position in the market.
Research
KARA COPELAND
Affordable: Make products accessible, no matter the income of the household
Motivated by: Reliability Price Variety of Scents
THE STAND-UP STUDENT Wants to use safe products for the environment and pets Motivated by: Conscious Powerful products