Our Scrub Daddy Marketing Plan Jake, Elizabeth, Nicole, Gabby and Brittany
EXECUTIVE SUMMARY
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The Product ○
Revolutionary product with unique characteristics
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Innovative technology separates it from competition
THE BIG IDEA
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The Company ○
Strong relationship with QVC
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Energetic and enthusiastic creator
The Plan ○
Target young adults aged 20-40
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Social Media Marketing via Facebook and Snap Chat.
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Slice of Life approach
SITUATION ANALYSIS
Internal Environments ●
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External Environments
Has good connections with other big brands and well known
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Not much room for adaptation
people such as ABC, QVC, and Lori Greiner from Shark Tank
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Priced highly for a sponge
The owner and inventor is passionate about what he does and extremely hardworking
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Employment opportunities
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Has a unique stand on a common appliance that no other brand can boast of
Situation Analysis Continued
Strengths
Weaknesses
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Unique sponge with benefits that other cleaning utensils lack
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Not many people know the brand
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First of its kind
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People are unaware of its benefits and thus less willing to spend
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Changes textures depending on water temperatures
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Strong and passionate CEO
Opportunities ●
Scrub Daddy has a lot of room for growth within the US and
the money on it ●
Threats ●
overseas ●
There are plenty of new stores that Scrub Daddy can make its
People say it starts to smell after a period of time
Similar products or copycat products are being made like the Hog Wash
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Expensive for what most people want to pay for a sponge
way into ●
Has the chance to create a better online and social media presence
Situation Analysis Continued
MARKETING OBJECTIVES
The main goal for our marketing plan is to appeal to a larger audience of people using Scrub Daddy Sponges throughout
TARGET MARKETS
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the holiday seasons using social media platforms. Reaching our audience by a platform they already use like Facebook and Snapchat will help show the effectiveness and quality of the Scrub Daddy Sponge.
Marketing Objectives Continued
Demographics ●
Men and Women (mainly parents)
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Ages 20-40
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Parents with money who are able to spend money on a more expensive sponge
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College kids who need a “go to” cleaning sponge
Marketing Objectives Continued
Psychographics ●
Stay at home parents
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Lifestyle appeal for busy moms
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Working men and women
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People ages 20-60 who have a house to keep clean
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Values spending their money
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Uneasy to change, however loyal customers
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20 year olds, open to change
Marketing Objectives Continued
Positioning the Product
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Holiday Season (November-January)
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Snapchat and Facebook
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Videos of holiday cooking and recipes
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Scrub Daddy promoted to clean up the messes
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Mediums our target audience of 20-40 use
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$3.59, but will survive every holiday throughout the season
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Soft/hard sponge depending on water
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Slice of life format
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Appeal to busy moms who love cooking but hate cleaning up messes
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Won’t scratch any surface, pans, and plates
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Making holiday messes easy and fun
Marketing Objectives Continued
Product Strategies
HOLIDAYS + FAMILY = A MESS (BUT AMERICA’S FAVORITE SPONGE IS HERE TO HELP) Marketing Objectives Continued
This is who we are talking about.
Marketing Objectives Continued
Pricing Strategies It should be priced at $3.59 This is the same price it is in all the retail locations that carry the product.
LOW END PRICING BUT HIGH END QUALITY Marketing Objectives Continued
Promotion Strategies Holiday Social Media Campaign ● ●
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November -January Facebook and Snap Chat videos ○ Slice of Life ○ Lifestyle ○ Demonstration Build that brand awareness and make Scrub Daddy “America’s Favorite Sponge”, especially for those holiday messes
Marketing Objectives Continued
IMPLEMENTATION
Flowchart
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We will be running both social media tactics throughout the whole campaign.
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Since we will be focusing on the holiday
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So we are trying to push Scrub Daddy as a
season we felt the best holidays to run on
great gift for the holidays that can also
would be the span of Thanksgiving,
clean up the food being made.
Christmas Eve, Christmas, and New Year’s Eve. These holidays are focused around food, and gift giving.
Implementation Continued
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With our $500,000 budget we felt the best way to spend it would be on social media.
Budget
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Snapchat is one of the hottest apps out there, and their partnering with the Food Network leaves us in a great position to reach our target market.
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Facebook is the king of social media still, and their targeted advertisements make it easy to reach who we want to reach.
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Snapchat has an estimated cost of $50 per 1000 impressions.
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So with putting 4/5ths of our budget in Snapchat we can accumulate a circulation of 8 million impressions.
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With a total of $100,000 we can accumulate an estimated 40 million impressions.
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All together this campaign will gain an estimated 48 million impressions.
Implementation Continued
QUESTION + ANSWER Thanks for listening!