The UK Household Cleaning Products Market - Case Study Example

Creative Brief and Campaign Report Student’s Name Institutional Affiliation Course Name Date of Submission Creative Brief and Campaign Report Background/Overview The U.K. household cleaning products market has experienced a significant growth over the years. The Key Note Media Centre (2012) study shows that most Brits value the cleanliness of their homes. In fact, according to the Key Note Media Centre survey, it was found that about six out of ten Brits tidy their homes before the arrival of guests. The survey also found that almost eight out of ten Brits value maintaining their houses clean all the time while a further six out of ten Brits stated that the feel a sense of satisfaction when their houses they perform home cleaning services. This implies that a large number of Brits use household cleaning products for house cleaning. Our company, therefore, which to take advantage of the growth prospects of household cleaning products in the U.K. by launching a new household cleaning detergent that will be sold under the brand name "Wiper." The company, however, expects to experience stiff competition from some of the already established brands and the ones that are likely to emerge in the future. Nevertheless, our main objective is to come up with a product line that will be highly appealing to the present generation of consumers. Accordingly, we have already assigned a team of professionals to lead in the development of product Wiper detergent from scratch. Goal The objective of this ad campaign is to convince the targeted consumers to purchase and use the “Wiper” detergent, as well as make it the preferred household cleaning detergent countrywide. Target Audience Profile Analysis of the market for household cleaning detergent in the U.K. has shown that the majority are active urban women. According to our market analysis, we realized that more than 70% of those who do house cleaning using detergents are urban women. Therefore, the primary target market for the ad campaign will be the women residing in urban centres aged between 18-40 years and with an income of more than £40,000 a year. This is because these women not only do housecleaning services frequently, but also has enough disposable income to buy the Wiper cleaning detergent that we intend to introduce in the market for the first time. We are also focusing on this target market because it is fast evolving with the U.K. increasingly becoming a highly multicultural nation. In this regard, the Wiper detergent will not only target a particular race but will target women of all cultural backgrounds. Accordingly, the magic word that we intend to use in the ad is the "multicultural." The unique characteristic of urban women that make them a suitable primary target market for Wiper detergent is that they purchase household cleaning detergents for purposes of cleaning and nothing else. Accordingly, they buy cleaning detergents which they strongly believe to be able to clean their houses without much effort and energy, notes, Logan (1997). Psychographically, we brand this target audience practical and environment conscious. According to our analysis, we have realized that urban women in the U.K. acknowledge that global warming is real and caused mainly by human activities and that the chemicals that they use in their households also contribute to the problem of climate change. Accordingly, they understand that the continued use of harmful chemicals will impact negatively on the future generation. As such, they are looking for house cleaning detergents, which assure them of their health and environment protection. Additionally, our analysis of this target audience shows that urban women do not depend on opinion when they purchase cleaning detergents. Rather, this target audience make their purchasing decisions just the same way women of the olden days did. Accordingly, they buy a cleaning detergent which they are convinced has the quality of cleaning their houses the best with less energy used. The second target market for Wiper detergent is the pet owners. Pets have become a precious partner for most U.K. citizens. In fact, the Brits treat pets as human beings. They are cleaned, fed balanced diet and some are clothed. Current estimates indicate that more than 13 million British household own pets. In terms of population, estimates indicate that there are more than 65 million pets in the U.K. (Pet Food Manufacturers Association 2014). However, as we all know a house that has pets require constant cleaning using quality household cleaning detergent. Therefore, we intend to attract this target market towards Wiper detergent. The most promising about this target audience is that they range from middle to high-income earners. According to the Pet Food Manufacturers Association (2014) report, the majority of pet owners in the U.K. are the wealthy and the middle-income earners. This makes the U.K. pet owners a suitable target audience for the detergent that we intend to introduce in the market. Another interesting this about this target audience is that they are willing to spend as much as possible to ensure that their houses are clean and that their pets live in a healthy environment. Psycographycally, the pet owners are also environment conscious and understand the dangers associated with using harmful chemical. In this regard, Logan (1997, p. 14) shows that pet owners understand the problem of climate change and how the chemicals used for household cleaning contributes to the problem. As such, they are looking for cleaning detergents assure them of environmental protection. In this regard, they do not just buy a detergent because the manufacturer has labelled it environment-friendly; rather they look at the practicality of a detergent. It is for this reason that we call this target audience "practical buyers." Creative Strategy The most annoying this is to spend a lot of money on buying a household cleaning detergent but just to realize that it is not an effective dirt remover. We have seen many people complain that the detergents that they buy in the market are not removing the dirt as they would expect. As such, we seek to ensure that Wiper detergent becomes the answer to these challenges that Brit consumers have had to persevere for many years. In this respect, out Wiper detergent will come in both liquid and powdered form and will be purely organically made using natural plants. The detergent will be able to remove dirt, green and all form of stains in a matter of minutes, with no harm caused to the environment. The most appealing thing about the Wiper detergent is that user only needs to apply it in small amount and in a matter of seconds, the dirt, green and all stubborn stains will have been wiped out, leaving the house clean and fresh. In order to meet the needs of our diverse audience, some of the Wiper detergents will be nicely scented to give the house a nice breath after cleaning. However, customers who are allergic to scented household cleaning detergents will have the option of buying the non-scented detergents. Additionally, the Wiper detergent will come in different colours, including blue, yellow, red, orange and green to enable customers buy a detergent of their choice. There has also been a complaint among some customers that some detergents are corrosive when they come into contact with the skin. However, the Wiper detergent has undergone different stages of design and testing, in which it has proven to be safe, none corrosive and do not interfere with a user, even if it accidentally come into contact with the eye. In fact, there is a variety of reasons why customers should believe in the Wiper cleaning detergent and buy it for their household cleaning. Firstly, Wiper detergent is a dirt killer. The detergent is made using advanced scientific formula that enables it attack and removes all stubborn stains, dirt and green effectively and aggressively. In fact, whenever a customer has Wiper detergent, there is no need to worry about dirt because the product is effective and removes all stains, dirt and grease effortless. This is why we say "Dirt Is Good with Wiper Detergent." Secondly, the consumers will have the opportunity to buy a whole container of 3 litres of Wiper detergent for just a £1. However, this price will be an offer that will end as the stock last. This implies that only those who will get the opportunity to test the product while it is still on offer will get the opportunity to buy it at the stated price. The offer will be made through coupon which will be affixed to the detergent package. Thirdly, buying the Wiper cleaning detergent will also offer consumers benefits in the sense that it is designed in a manner that eliminate waste. Most detergents that are available in the market have no mechanism of eliminating waste (Key Note Media Centre 2012). As such, the Wiper detergent will offer users a new experience in the sense that will come in liquid form will have an exclusive dispenser that, ones triggered, will deliver the right amount of liquid that a user intends to use for the cleaning services. Fourthly, customers should consider buying the Wiper detergent because it is highly environment-friendly. Currently, climate change is a big problem not only in the U.K., but the world over. As such, it is very important that detergents that come to the market are produced in a manner that ensures that it does not cause any harm to the environment. Accordingly, Wiper is the answer because the product is manufactured using natural plants that once applied; it breaks down chemically leaving the environment with no harmful chemical. Above all, the prices of the Wiper detergent will be affordable and will come in different quantities. Media Strategy Finding the most appropriate way of reading the targeted audience is to the success of any business. The media acts as the mode that most companies use to reach their targeted audiences (Russell 2013, p. 6). The same way, we intend to use a variety of media to reach our target audiences across the country. Firstly, after conducting a thorough analysis of the media consumption in the U.K., we have found it appropriate to advertise the Wiper detergent on television. This is because it has come to our attention that about 95% of the Brits watch TV daily (BBC News 2013). This implies that the best way to reach our target customers, such as urban women and pet owners across the country is to put a strong advert on the TV to persuade them to buy the Wiper detergent. In so doing, we intend to use appealing messages using proven expert knowledge to assure the viewers that whenever they use the Wiper detergent, all the dirt, stains and green will be removed, regardless of how stubborn they might look. Secondly, social media has become a very powerful marketing tool today, thanks to the proliferation of the internet (BBC News 2013). Today, many companies promote their products via social media and website. Accordingly, we intend to create a strong social media campaign to convince the company's targeted customers why they need to buy the Wiper detergent and not any other. At the same time, the Wiper detergents will be posted on the company website where customers from all over the world can view the products and their contents. In fact, we find it appropriate to use social media and website for marketing the product because the majority of the U.K. citizens currently have internet connections. Accordingly, this implies that reaching them via social media will be appropriate. Additionally, we intend to reach our targeted audience by running a road show campaign throughout major cities in the U.K. during the road shows, potential customers will be given free samples of Wiper detergent to taste and tell their neighbours of why they should buy it. The road shows will also give the company to demonstrate to the targeted audience how the Wiper detergent will be used and its benefits. Budget Estimates for Implementation Running a commercial ad on the British media will be a costly venture. However, we strongly believe that it will be a good investment because it would create awareness of the Wiper detergent and give the company a chance to persuade its targeted audience to buy the household cleaning detergent. Currently, the cost of running 30-minutes commercial is £150,000-200,000 (BBC News 2013). As such, we intend to limit the expenditure as much as possible by allocating £1 million towards TV advertising. However, the amount will be increased as the company break even. Regarding ads on social media, we have allocated a budget of £100,000 which will be spent on the personnel who will be involved in conducting the social media campaign. A further £100,000 will be spent conducting road shows throughout major cities in the country. Monitoring and Control The company will keep monitoring the effectiveness of the advertising campaign by analyzing the sales volume registered every month. We will also try to keep in direct contact with customers through emails and face-to-face contact to get their views with regard to the quality of Wiper detergent and the areas they want to see improved to ensure greater customer satisfaction. Once the sales figures and the views of the customers have been taken into consideration, we will proceed to make changes to the product, where necessary to ensure that the needs of customers are fully met. Other aspects that will be used to gauge the performance of the marketing campaign include repeat business, monitoring monthly and yearly expenses and level of customer satisfaction. For instance, in the event that customers would be willing to buy the product repeatedly and maintain loyalty, this would be a good indication of success. References BBC News 2013, TV viewing figures increase in UK. BBC News, 18 March, viewed 18 March 2015 http://www.bbc.com/news/entertainment-arts-21828961 Key Note Media Centre 2012, Household detergents and cleaners industry appears not to be losing its shine, viewed 18 March 2015 https://www.keynote.co.uk/media-centre/in-the-news/display/household-detergents-and-cleaners-industry-appears-not-to-be-losing-its-shine/?articleId=932 Logan, K 1997, Clean house clean planet. Simon and Schuster, Oxford. Pet Food Manufacturers Association 2014, Pet population 2014, viewed 18 March 2015 http://www.pfma.org.uk/pet-population-2014/ Russell, T 2013, Commercial advertising (RLE Advertising). Routledge, London. Read More