Issuu on Google+

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.

â—?

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


Opportunities ●

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—?

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


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—?

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


Snuggle Market Research Plan