1 / 18

Bounce Fresh Scent Sheets

Bounce Fresh Scent Sheets. Presented by: Kevin Vuong Joanna Rutkowska Jannel Kosior . Who and What is Bounce?. Partner agreement signed in 1837 between William Proctor and James Gamble Has introduced many product lines from their company

storm
Download Presentation

Bounce Fresh Scent Sheets

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Bounce Fresh Scent Sheets Presented by: Kevin Vuong Joanna Rutkowska Jannel Kosior

  2. Who and What is Bounce? • Partner agreement signed in 1837 between William Proctor and James Gamble • Has introduced many product lines from their company • Bounce Dryer sheets introduced in 1972 • In 1996, the modern sheets are introduced which can be dispensed with one hand from a cardboard box

  3. Product Description • The original Bounce sheet is remodeled as a Bounce Fresh Scent Sheet • Reduced the size of sheet by half from (162mm x 228mm to 81 mm x 114mm) for convenience placement • Doubled the thickness of sheet to contain more smell releasing particles • Used to place in areas where unwanted scents are a problem (in the drawer, hamper, behind garbage the garbage cans etc.)

  4. Product Category Market ProfileSegments • Targeted to people who are interested in a fresh smelling home • Targeted to those who enjoy entertaining • Targeted to young, busy women (ages 20-40) • Women make up 80% of household decision purchases

  5. Competition • Primary competitor – Glade • Other competitors include Air Wick, Ozone, Party Lite and other generic brands • Product competition includes candles, wall plug-ins, incense and aerosol cans 52% of people have used Glade

  6. Trends • Time Saving • Convenience • Environmentally Friendly • Having Company over (dinners, inviting friends) 73% of individuals are interested in scent sheets

  7. Target Segment Consumer BehaviorMotivation and Values • People are motivated to have fresh smelling homes to impress guests (terminal values of respect from others) • Women tend to value cleanliness and organization of the home (popularity of Feng Shui) • A fresh scent is usually associated with cleanliness

  8. Personality and Lifestyles • People who like to entertain guests (look at graph) • Pet owners • Busy Women who have less time to clean the home Stats on in-home entertainment

  9. Attitudes • Bounce Fresh Scent Sheets accommodate both utilitarian needs and value expressive needs • The sheets do their job yet also give the user a sense of pride after receiving positive reinforcement from guests • People want something extremely quick and easy when it comes to house work

  10. Decision Making • Low involvement Product • Consumer purchase process is minimal • Extremely low cognitive dissonance • Will depend on brand loyalty and recall/recognition of the consumer

  11. Group Influences • Other women (through word of mouth) • Other family members living in the home (husband, sons, daughters etc.) • Neighbors • Group affiliations (church, clubs etc.) • Friends

  12. Cultural Influences • The need for social interaction/gathering locations (eg. book clubs, craft nights etc.) • Impressing others with your home is a proper cultural norm • Making a home comfortable for all guests who visit

  13. Situational Influences • Scratch and Sniff container that can influence the consumers senses (hedonic, nostalgic) • In-store coupons • In-store product displays • Eye level placement of product on shelves

  14. Marketing Mix RecommendationsProduct • New re-sealable container to keep the Bounce Fresh Scent Sheets’ freshness locked in • 50% thicker than original for longer lasting freshness • Half the physical size (162mm x 228mm to 81 mm x 114mm) for convenient placements of the sheets • Added scent molecules

  15. Price • Penetration Pricing • Competitive Pricing • Will be a lower price than the primary competitor Glade

  16. Promotion • Television ad campaigns • Mail out samples • Scented in – store displays • Scratch and sniff patch on product container • Similar graphics and colors to Bounce dryer sheets for ease of recall / recognition and brand loyalty

  17. Place • Placed at its current shelving location in the laundry section for brand recognition reasons • Yet also placed in the new air freshener section • After 6 months, the product will be permanently placed in the air freshener section • Placed in supermarkets and also convenience stores

  18. Bounce Fresh Scent Sheets ANY QUESTIONS ???

More Related