Mrs. Meyer’s Clean Day Hand Soap M. Brock Johnson
Mrs. Meyer’s Clean Day Hand Soap Mrs. Meyer’s Clean Day is:
Problem: Some Consumers believe that the products aren’t natural. (Webb, 2016)
Inviting Eco-Friendly Sincere Family-Oriented Caring Authentic
Goal: The goal for this campaign is to convince consumers that the ingredients in the hand soap are made from all-natural ingredients, like the flowers one might find in their mother’s garden.
SWOT Analysis
Strengths Contains all natural ingredients Strong brand image
Weaknesses S.C. Johnson Products can be hazardous
Opportunities People are turning to all-natural products to become eco-friendly
Threats Seventh generation is the leader in the organic hand soap market
DEMOGRAPHICS RACE: White (MRI 2017, Household ProductsNon-food products: Liquid Soaps/Hand Sanitizers)
Target Audience
GENDER: Female (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers)
AGE: 35 to 44 years old (MRI 2017, Based on the MRI, VALS, and Claritas data
Household Products- Non-food products: Liquid Soaps/Hand Sanitizers)
HHI: $75,000 to $149,000 (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers)
PSYCHOGRAPHICS
Target Audience Based on the MRI, VALS, and Claritas data
Achievers - Hardworking, professional individuals who care a lot about products used in the home (VALS, 2018). Kids & Cul-De-Sac- Refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes. (Claritas, 2018).
Event Fact Sheet Why a Pop up shop? - Mrs. Meyer’s has already implemented a small series of Pop Up shops. - Generates buzz in the media and word of mouth marketing. - The consumers can experience the product ďŹ rst hand. Why Kentucky? - The brand markets a lot on the west coast, Kentucky can be a good start for eastern US.
Front Mailer
Back Direct Mailer
The bottle of hand soap is to represent the natural ingredients
Retro aesthetic to catch the consumer's eye
Magazine Ad Placed in People magazine (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers).
The idea behind this ad is to show the consumer that this brand is high quality and ďŹ t for their royal family.
Social Media The target audience uses Facebook as the primary source of social media. (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers)
Conclusion Consumers deserve to know the benefits Mrs. Meyer’s Clean Day Mrs. Meyer’s Clean Day is: Inviting Eco-Friendly Sincere Family-Oriented Caring Authentic
ANY QUESTIONS?
References Claritas. (2018). 14 Kids & Cul-de-Sacs. Claritas My Best Segments. Retrieved from https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=37&id1=CL A.PZP&id2=14. MRI. (2017). Spring 2017 product report: Household Products- Non-food products. Category: Liquid Soaps/Hand Sanitizers. Base: Adults. Target: Used in the last 6 months. Mrs. Meyer’s. VALS. (2018). Achievers. Strategic Business Insights. Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes/achievers.shtml. Webb, I. (2016). Is Mrs. Meyer’s Clean Day Liquid Hand Soap Natural? I read labels for you. Website. Retrieved from https://ireadlabelsforyou.com/mrs-meyers-clean-day-liquidhand-soap/. First slide of Hand soap on table: https://houseofhargrove.com/spring-cleaning-free-mrs-meyers-products/