Snuggle Research Plan
By: Megan Walschlager, Allie Yazel, Marlena Goldowska
Snuggles struggles â—?
We believe the problem with Snuggle is the lack of excitement within the brand and limited knowledge of a full laundry product line.
Our marketing efforts will be to promote brand loyalty to a younger demographic and expand brand knowledge to inform this demographic that Snuggle is not just a fabric softener
Our opportunity for growth is a “Stay Fresh” campaign.
This campaign will target a younger demographic by introducing a new laundry detergent in Snuggles product line that caters to college students that want to “Stay Fresh” during their hectic school years.
It will be an easy 1-2-3 step, full product line for all of their laundry needs.
Promotes product loyalty by targeting a younger demographic.
The research we’ve conducted shows that many college students are new to the world of laundry so this easy 1-2-3 step process is ideal for this demographic
Exploratory Research â—?
Checked social media to find hints, insights and interesting behaviors of college students and their laundry habits. This will be a good source of information because current college students are very Internet savvy and look to social media to voice a lot of their opinions online
Exploratory Results #LaundryVirgin
Descriptive Research ● ●
Conducted a survey among college students asking questions about their laundry habits Questions ○ What is most important to you when buying laundry? (price, scent, brand name, etc), ○ What are you thoughts on Snuggle's current packaging? Price? Scent? Performance? scent/etc., ○ Where do you do your laundry? ○ What products do you use? (fabric softener, detergent, drying sheets, etc) ○ Where do you buy your laundry supplies?
Descriptive Results ○
What is most important to you when buying laundry? (price, scent, brand name, etc) ■ ■ ■
What are you thoughts on Snuggle's current packaging? Price? Scent? Performance? ■ ■ ■
“Definitely price...I’m a broke college student.” “Just the scent because laundry products all cost virtually the same.” “Price is important.”
“I always think of that creepy bear when I think about Snuggle. I think it’s on the package.” “Snuggle is just like every other laundry brand to me- nothing pops out.” “When I think snuggle I think soft not scent. It will leave your clothes snuggly.”
Where do you do your laundry? ■ ■ ■
“I do my laundry in the laundry room of my apartment building. There’s only one washer and dryer.” “I mostly use the facility in the UC, but sometimes I’ll wait until I go home to the suburbs to do it for free.” “I use the laundromat because there’s always open washers unlike my dorm building.”
Descriptive Results ○
What products do you use? (fabric softener, detergent, drying sheets, etc) ■ “I didn't know there were multiple products” ■ “I use detergent and dryer sheets” ■ “I only use Tide Pods because they’re really efficient. You just throw them in.” Where do you buy your laundry supplies? ■ “I bought one jug of laundry detergent at the beginning of the school year and it hasn't run out yet.” ■ “In the laundromat. I hate lugging the bottle with me every time.” ■ “ I just buy it from where ever is convenient. So like Jewel if I remember while I’m there.”
Causal Research â—?
Create a test market with our product launch and ad campaign on the campuses of 5 Big 10 Universities in the United States. â—‹ This will give good results because there is a high saturation of college students in these areas. No phone interviews, door to door interviews or mail in interviews because these are not appealing channels to our target audience