ARM & HAMMER BAKING SODA
SITE
Aisle 4 - The Baking and Cookie Aisle
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ARM & HAMMER BAKING SODA
SITE
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ARM & HAMMER BAKING SODA
THIGH TO EYE
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ARM & HAMMER BAKING SODA
THIGH TO EYE
5’
Located at dead center eye level for 5’6” tall customer
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ARM & HAMMER BAKING SODA
t, d͛Ý /E d, E /', KZ,KK ͍
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ARM & HAMMER BAKING SODA
t, d͛Ý /E d, E /', KZ,KK ͍
ARM & HAMMER
BIRTHDAY CANDLES
BAKING SUPPLIES
COOKIES
WALLA CRACKER DISPLAY
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ARM & HAMMER BAKING SODA
ZD Ι , DD Z Z E WZ ^ E^
“Advanced White” Toothpaste Aisle 7
Arm & Hammer Laundry Detergents Aisle 9
Arm & Hammer Dryer Sheets Aisle 9
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ARM & HAMMER BAKING SODA
K>KZ h /d
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
K>KZ h /d
Every color of the rainbow
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ARM & HAMMER BAKING SODA
K>KZ h /d PRIMARILY WARM TONES
VERY FEW COOL COLOR TONES
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ARM & HAMMER BAKING SODA
d ^d ϭ͗ Z /E hE >K''/E'
^d W ϭ͗ Žŝů tĂƚĞƌ
^d W ϱ͗ &ŝnjnjůĞ͊
^d W Ϯ͗ ,Žƚ ǁĂƚĞƌ ĚŽǁŶ ĚƌĂŝŶ
^d W ϲ͗ DŽƌĞ ŚŽƚ ǁĂƚĞƌ
^d W ϯ͗ ĂŬŝŶŐ ^ŽĚĂ
^d W ϰ͗ sŝŶĞŐĂƌ
^d W ϳ͗ ƌĂŝŶ ŝƐ ĐůŽŐŐĞĚ worse than before
^d W ϴ͗ ŶŐƌLJ ZŽŽŵŵĂƚĞƐ
VISUAL AUDIT | PRODUCT WZK h d h^ USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
TEST 2: BAKING COOKIES
STEP 1: Open the box
STEP 2: Failure to scoop
STEP 3: Pour
STEP 4: Wasted baking soda
STEP 5: A mess
STEP 6: Put in the Oven
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ARM & HAMMER BAKING SODA
CUSTOMER REVIEWS SUMMARY POSITIVE
SIMPLICITY “If I don’t know the chemical formula, I don’t want it in my home.”
MULTI-PURPOSE “I use baking soda for everything.”
TRADITION AND CONSISTENT QUALITY
1846
“There’s not much that can be said about a product that has been on the market since the late 1800’s.” “This baking soda is a brand I’ve grown up with, and have always trusted.”
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ARM & HAMMER BAKING SODA
CUSTOMER REVIEWS SUMMARY NEGATIVE
LEAKING ͞KŶůLJ ĚƌĂǁďĂĐŬ ŝƐ ƚŚĞƌĞ ĂƌĞ ŽŌĞŶ ůĞĂŬƐ Ăƚ ƚŚĞ ƐŝĚĞ ŽĨ ƚŚĞ ďŽdž͕ ĂŶĚ ƐŽŵĞƟŵĞƐ ƚŚĞ ďĂŬŝŶŐ soda comes pouring out.””
RESEALING “The re-sealable bag closure on this product is not the best. If you leave it in your bathroom and it gets damp the bag will not seal properly ever again.”
SIZE “The only downside to this product is that it isn’t bigger.” “ The granule size is too big. No baking cookies with it.”
13
26.98
AL
½çîÄçÃ
INGREDIENT “I was using Arm & Hammer which taste like what nursing homes smell like and I hear it has aluminum in it which also is bad for humans. ”
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ARM & HAMMER BAKING SODA
MISSION FROM 1990’S
“We will supply customers quality Arm & Hammer Sodium Bicarbonate and related products, while performing in the top quarter of American businesses” - A&H
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ARM & HAMMER BAKING SODA
TARGET MARKETS
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ARM & HAMMER BAKING SODA
TARGET MARKET
WOMEN WITH FAMILIES
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ARM & HAMMER BAKING SODA
STRENGTHS
“&Žƌ ĞĂƐLJ͕ ůŽǁͲĐŽƐƚ ƐŽůƵƟŽŶƐ ĨŽƌ Ăůů ĂƌŽƵŶĚ LJŽƵƌ home, just look to your pantry. Trusted for generaƟŽŶƐ͕ ZD Θ , DD Z ĂŬŝŶŐ ^ŽĚĂ ďƌŝŶŐƐ LJŽƵ ƐĂĨĞ͕ ŐĞŶƚůĞ ŽƉƟŽŶƐ Žƌ ĐůĞĂŶŝŶŐ͕ ďĞĂƵƚLJ ĐĂƌĞ ĂŶĚ ďĞLJŽŶĚ͘”
COST EFFECTIVE
MULTI-PURPOSE PRODUCT
1846
STRONG BRAND LEGACY
ENVIRONMENTALLY CONSCIOUS
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ARM & HAMMER BAKING SODA
WEAKNESSES
“&Žƌ ĞĂƐLJ͕ ůŽǁͲĐŽƐƚ ƐŽůƵƟŽŶƐ ĨŽƌ Ăůů ĂƌŽƵŶĚ LJŽƵƌ home, just look to your pantry. Trusted for generaƟŽŶƐ͕ ZD Θ , DD Z ĂŬŝŶŐ ^ŽĚĂ ďƌŝŶŐƐ LJŽƵ ƐĂĨĞ͕ ŐĞŶƚůĞ ŽƉƟŽŶƐ Žƌ ĐůĞĂŶŝŶŐ͕ ďĞĂƵƚLJ ĐĂƌĞ ĂŶĚ ďĞLJŽŶĚ͘”
PRODUCT DILUTION
NEW PRODUCT FOCUSED
PRODUCT IDENTITY
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ARM & HAMMER BAKING SODA
,/^dKZz Ι h>dhZ
1846
1867
1888
1907
1930
1950
1970
1986
2002
THE BEGINNING
LOGO BORN
TRADING CARDS
RECYCLING
MEDICAL AGENT
VERSATILITY EDUCATION
EARTH DAY
STATUE OF LIBERTY
CLEANING ACROSS AMERICA
John Dwight & Co. sell sodium bicarbonate.
Weilding arm of Vulcan, god ŽĨ ĮƌĞ͘
Introduce ͞ ĞĂƵƟĨƵů ŝƌĚƐ of America” showcasing ƚĂůĞŶƚĞĚ ĂƌƟƐƚƐ and promoted preserving the envrionment.
/ŶƐƟƚƵƚĞĚ use of recycled paperboard to package household products.
“A Friend in Need” educaƟŽŶĂů ŬůĞƚƐ͘ Money Saving personal care.
sĞƌƐĂƟůŝƚLJ ŵƵůƟͲƵƐĞ ‘wheel’.
Sole corporate sponsor of First Earth Day
100 tons of baking soda was used to clean the inside copper.
WĂƌƚŶĞƌĞĚ ǁŝƚŚ EĂƟŽŶĂů dƌƵƐƚ ĨŽƌ ,ŝƐƚŽƌŝĐ WƌĞƐĞƌǀĂƟŽŶ ƚŽ clean USA historic homes.
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ARM & HAMMER BAKING SODA
CULTURAL ASSESSMENT
CREATIVITY AND COLLABORATIVE INNOVATION
SCIENTIFIC INNOVATION
NOT-FOR-PROFIT SUPPORT
ENVIRONMENTAL AND PRODUCT STEWARDSHIP
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ARM & HAMMER BAKING SODA
PACKAGE
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ARM & HAMMER BAKING SODA
FUNCTION
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ARM & HAMMER BAKING SODA
PACKAGE - FUNCTION
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ARM & HAMMER BAKING SODA
CUSTOMER REVIEWS
Package: Net Weight: Image:
Air Filter 4.3 OZ (1 unit) Refrigerator
͞dŚĞLJ ĐŽŵĞ ŝŶ Ă ĐŽŶǀĞŶŝĞŶƚ ŵƵůƟͲƉĂĐŬ ĂŶĚ Ăůů ƚŚĞ ĐŽŵƉŽnents are recyclable where I live.” ͞/ ǁŝƐŚ Θ, ǁŽƵůĚ ƐĞůů ƚŚĞ ŝŶŶĞƌ ƉĂĐŬĞƚƐ ŝŶ ďƵůŬ ĂƐ ƌĞƉůĂĐĞŵĞŶƚƐ ƐŽ ƚŚĞƌĞ ǁŽƵůĚ ďĞ ůĞƐƐ ƉůĂƐƟĐ ǁĂƐƚĞ͘͟
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ARM & HAMMER BAKING SODA
CUSTOMER REVIEWS
WĂĐŬĂŐĞ͗ Net Weight: /ŵĂŐĞ͗
ŽƩůĞ ^ŚĂŬĞƌ 12 OZ (340 g) sĞŐĞƚĂďůĞƐ ĂŶĚ &ƌƵŝƚƐ
͞/ƚ͛Ɛ ƐŽŵĞƚŚŝŶŐ / ǁĂŶƚĞĚ ĂŶĚ ĐŽƵůĚŶ͛ƚ ĮŶĚ ŝŶ ƚŚĞ ƐƚŽƌĞƐ͘ / ǁŝůů ŬĞĞƉ ƌĞĮůůŝŶŐ ŝƚ͘ DƵĐŚ ŶŝĐĞƌ ƚŚĂŶ ƚŚĞ ƐƚĂŶĚĂƌĚ ĐĂƌĚďŽĂƌĚ ďŽdž͘͟
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
CUSTOMER REVIEWS
WĂĐŬĂŐĞ͗ Net Weight: Image:
Ždž 1 LB (454 g) Cookies
͞dŚĞ ŽŶůLJ ĚŽǁŶƐŝĚĞ ƚŽ ƚŚŝƐ ƉƌŽĚƵĐƚ ŝƐ ƚŚĂƚ ŝƚ ŝƐŶ͛ƚ ďŝŐŐĞƌ͘͟ ͞zĞƐ͕ ƚŚĞ ďŝŐ ďŽdž ĐĂŶ ďĞ Ă ŚĂƐƐůĞ͕ ďƵƚ /͛ǀĞ ƉƵƌĐŚĂƐĞĚ Žƌ ƌĞͲƉƵƌƉŽƐĞĚ ůŽƚƐ ŽĨ ƐŵĂůůĞƌ ĐŽŶƚĂŝŶĞƌƐ͕ ĐŚŝŶĂ ƐĂƵĐĞƌƐ ĂŶĚ bowls, even silver salt cellars “
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ARM & HAMMER BAKING SODA
CUSTOMER REVIEWS
Package: Net Weight: /ŵĂŐĞ͗
Bag 13.5 LB (6.12 kg) ^ǁŝŵŵŝŶŐ WŽŽů ĂŶĚ ůĞĂŶŶŝŶŐ dŽŽůƐ
͞&ŝŶĂůůLJ /͛ǀĞ ĨŽƵŶĚ Ă ůĂƌŐĞ ƋƵĂŶƟƚLJ Ăƚ Ă ŐŽŽĚ ƉƌŝĐĞ͘͘͘WĂĐŬĂŐĞ ŶŽƚŚŝŶŐ ůŝŬĞ ƚŚĞ ƉŝĐƚƵƌĞ͕ ƐƵĐŚ ƚŚŝŶ ĐŚĞĂƉ ƉůĂƐƟĐ͘͘͘͟
T S BE ER L L SE
͞dŚŝƐ ƉĂĐŬĂŐĞ ƚĞĐŚŶŝĐĂůůLJ ƌĞƐĞĂůƐ͕ ďƵƚ ŝƐŶ͛ƚ ƚŚĂƚ ŐƌĞĂƚ͘ njŝƉƉĞƌ ǁŽƵůĚ ŝŵƉƌŽǀĞ ƚŚŝƐ ŝƐƐƵĞ͘͟
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
PACKAGE - FUNCTION
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ARM & HAMMER BAKING SODA
PACKAGE - FUNCTION REALITY
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ARM & HAMMER BAKING SODA
LOGO
1846
1867
Today
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
PACKAGING HISTORY
1885
1920
1930
1950
1976
1980
Today
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
PACKAGING HISTORY - TRADING CARDS
1885
͞ ĞĂƵƟĨƵů ŝƌĚƐ ŽĨ ŵĞƌŝĐĂ͟ 1888
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ARM & HAMMER BAKING SODA
PRODUCT EVOLUTION
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ARM & HAMMER BAKING SODA
CURRENT PACKAGING
WŽŽů DĂŝŶƚĞŶĂŶĐĞ dĂďůĞƚ
ĂŬŝŶŐ ^ŽĚĂ ^ŚĂŬĞƌ
ZĞĨƌŝŐĞƌĂƚŽƌ ŝƌ &ŝůƚĞƌ
&ƌĞƐŚͲEͲEĂƚƵƌĂů KĚŽƌ ďƐŽƌďĞƌ
>ĂƌŐĞ ^ŝnjĞ ZĞƐĞĂůĂďůĞ ĂŐ
&ƌŝĚŐĞͲEͲ&ƌĞĞnjĞƌ KĚŽƌ ďƐŽƌďĞƌ
ĂŬŝŶŐ ^ŽĚĂ
ZĞƐĞĂůĂďůĞ ĂŐ
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ARM & HAMMER BAKING SODA
ADVERTISEMENT - CHILDCARE
1870
1958
1961
1963
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ARM & HAMMER BAKING SODA
ADVERTISEMENT - EDUCATIONAL
1922
1927
1927
1927
1950
1967
1968
1968
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
ADVERTISEMENT - LIFESTYLE
1860
1933
1937
1950
1960
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
ADVERTISEMENT - TELEVISION COMMERCIAL
1977
1980
1990
1998
2009
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ARM & HAMMER BAKING SODA
ADVERTISEMENT - YOUTUBE
973,568 VIEWS, 2013
177,292 VIEWS, 2015
177,886 VIEWS, 2015
139,041 VIEWS, 2015
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ARM & HAMMER BAKING SODA
TAGLINES
͞EŽƚŚŝŶŐ ƐĂLJƐ ĨƌĞƐŚ ĂŶĚ ĐůĞĂŶ ůŝŬĞ ƌŵ Θ ,ĂŵŵĞƌ Ͳ EĂƚƵƌĂůůLJ͘͟ ͞ ŽƵŶƚůĞƐƐ ƵƐĞƐ ĨŽƌ ƉĞŶŶŝĞƐ Ă ĚĂLJ͊͟ ͞ ƌŝŶŐ ŽŶ ƚŚĞ ďĂŬŝŶŐ ƐŽĚĂ͕ ďƌŝŶŐ ŽŶ ƚŚĞ ĐůĞĂŶ͘͟ ͞ ůĞĂŶ͕ ĨƌĞƐŚ ĂŶĚ ďƌŝŐŚƚ͘͟ “The Standard of Purity”
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ARM & HAMMER BAKING SODA
COMPETITORS : N/A
Ι, </E' ^K /^ /E ϵϱй K& h^ ,Kh^ ,K> ^
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
COMPETITORS : BAKING SODA
$1.29
$2.99
$1.69
$0.99
$0.99
$0.99
$0.99
$0.98
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
COMPETITORS : BAKING SODA USES
Baking Air Freshener Deodorize fridge Deodorize cat liƩer box Carpet Cleaner Wash Dishes Clear Pipes/Drains Clean Bathroom and Kitchen Clean Silver Deodorant Diaper Cleaner Mouthrinse Toothpaste Exfoliant Body Wash Wash Hair Laundry
Clear Sinuses Treat bee sƟngs Shock/Clean Pool Fire Stopper
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
$2.00
$2.47
$3.49
$2.27
$7.27
$11.99
Ψϭ͘Ϯϵ
ΨϮϵ͘ϰϵ
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
COMPETITORS : COMPETING WITH ALL-PURPOSE CLEANERS
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
ARM & HAMMER BAKING SODA
COMPETITORS : DR. BRONNERâ&#x20AC;&#x2122;S MAGIC SOAP
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ARM & HAMMER BAKING SODA
COMPETITORS : SEVENTH GENERATION
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ARM & HAMMER BAKING SODA
KEY POINTS
STRONG BRAND EQUITY
DOMINATING BAKING SODA MARKET
PRODUCT IDENTITY Z/^/^͍
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