Illinois MBA

1. Illinois MBA OSBI Consulting Agenda • Key Findings and Implications • Research Methods and Target Markets • Positioning • Recommendations • Hispanic and African American Markets

2. Illinois MBA OSBI Consulting Objectives • Identify target markets that will respond favorably to Bon Ami as a household cleanser. • Develop positioning statement that will resonate with target markets and differentiate Bon Ami from competitors. • Make marketing recommendations that will be low cost and yet provide high impact.

3. Illinois MBA OSBI Consulting Key Findings and Recommendations Recommendations • Target markets (New Mothers, New Homeowners, Re-modelers, & Epicureans) are chosen because they inherently care about something. • Positioning statement (“When You Care….Pure. Proven. Powerful.”) developed to specifically speak to the target markets. Care is focus of the positioning. Key Finding #1 People clean because they care

4. Illinois MBA OSBI Consulting Key Findings and Recommendations Recommendations • Focus on the “purity” of Bon Ami’s formula. Pure becomes a focal point in positioning. • To emphasize purity, switch from cardboard to clear plastic container. Allows customers to see the “pure” white powder. Key Finding #2 Competitors rely upon additives (chlorine, dyes, & perfumes) in their positioning

5. Illinois MBA OSBI Consulting Key Findings and Recommendations Recommendations • Develop website that is both informational and educational in nature. • Use product packaging to highlight website address, thus encouraging customers to visit the site. • Include multi-purpose verbiage on back label to emphasize the variety of surfaces that Bon Ami can clean. Key Finding #3 Customers either are not aware of OR do not know what surfaces Bon Ami can be used

6. Illinois MBA OSBI Consulting Key Findings and Recommendations Recommendations Key Finding #4 • In the short-term, marketing focus should remain on the identified target markets. • In the long-term a separate brand can be created that uses a formula containing bleach and/or scents to attract the Hispanic and African-American markets. Bon Ami’s formula (unscented and powdered) does not appeal to Hispanics and African Americans

7. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Research Methods & Target Markets Kate chuang

8. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Research Methods • External analysis: A look at the industry and competition. • Laddering: An in-depth, one-on-one interviewing technique used to develop an understanding of how customers translate attributes of a product into personal values. • Hands-on use: Personal use of Bon Ami and competitor products to better understand products features, pros and cons. Findings also reaffirm laddering results.

9. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets External Analysis – 5 Forces Model New Entrants HIGH Changes in technology (OxyClean) allow new entrants into cleanser category. Competition HIGH Competing brands have greater brand equity and resources. Suppliers LOW Resources for cleansing formula are abundant and widely available. Buyers MODERATE Switching costs are low but consumers do not appear to be very price sensitive. Substitutes HIGH There are a multitude of products that can be used to clean the home (powder, liquid, etc.).

10. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets External Analysis – 5 Forces Model External Analysis Implications: • Positioning will be very important as the household cleansing category is highly competitive with a variety of products. • Advertising must resonate with customers.●Bon Ami does not have marketing funds to outspend competition, so the ad copy must be memorable.

11. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Laddering • The mission of laddering is to discover the core values of users – personal drivers that explain why they are purchasing and buying certain products. • Identifies opportunities to differentiate a brand through personal values, rather than specific product attributes.

12. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Laddering – Interviewee Profile Age Gender Race n = 31 Interviews were conducted in-person and lasted approximately 30 to 45 minutes each.

13. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Laddering Results – Core Values • The interviews revealed three primary values that were derived from stated attributes. ATTRIBUTES Powerful Quality Convenient Familiar Reputation Effectiveness Ease of Use Family Accomplishment Belongingness

14. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Core Values to CARE • Laddering results reveal that all users essentially CARE. • Care about: Family Home Cleanliness Investments

15. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Target Markets New Mothers New Homeowners Re-modelers Epicureans (Home gourmet cooks)

16. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Target Market – New Mothers • Market size = 4 million+ births in 2001. • Why them? New mothers are eager to make everything clean and safe for their new babies. They CARE about the health and well-being of their children. • Bon Ami will appeal to new mothers since it does not contain chlorine, perfume, or dyes, which may be considered harmful. Source: National Center for Health Statistics.

17. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Target Market – New Homeowners • Market size = 973,000 new home sales and 5,566,000 existing home sales in 2002. • Why them? They have just bought a place of their own and they would prefer a cleanser that gets the job done without harming their new investment. They CARE about their new dream house and will go to some lengths to maintain it. Source: US Census Bureau and National Association of Realtors.

18. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Target Market – Re-modelers • Market size = Average home improvement budgets have increased 42% since 1997 to $3,796 per year. Kitchens and bathrooms represent 57% of the rooms refurnished and 46% of the rooms renovated. • Why them? They have just made a considerable investment to remodel their home (be it kitchen or bath). Just like new home-owners, they are very particular about cleaning, maintaining, and CARING about their new investment. Source: 2003 American Express Home Improvement Index.

19. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Target Market - Epicureans • Market size = Americans are buying more expensive kitchen appliances. Between 1997 and 2002 the percentage change in value outpaced the percentage change in units for: Cookers--+12% value vs. +5% units Ovens--+17% value vs. +10% units Freezers--+17% value vs. +4% units • Why them? They love to cook and often invite family or friends over for gatherings. They may even own a professional line of kitchen appliances designed for home use. As such, they CARE about the look and cleanliness of their kitchen, as well as its maintenance. Source: Euromonitor 2003

20. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Positioning Kim sugden

21. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Competition’s Positioning “Unique formula that gently removes stains and even rust. It does so effectively, yet safely.” “Bleaches out tough stains.” “With bleach for extra cleaning power. Easy rinse formula.” “Mild abrasive and versatile multipurpose cleanser that gently cleans without harsh scratching.” “Soft powder formula cleans surfaces without harmful abrasives. Non-chlorine bleach formula.”

22. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Competition’s Positioning • Competitors tout bleaching power to clean. • Use tests performed by team showed that Bon Ami cleans just as effectively without the bleach. • Point of differentiation is “less is more.” • Challenge: • Convince customers that non-bleach formula cleans as well or better than bleach formulas.

23. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Current Bon Ami Positioning “Hasn’t Scratched Yet” • Recommendation: Downplay primary position because: • It does not provide a strong point of differentiation since most competitors already claim “no scratch”. • It is a negative statement, rather than a positive one. It may imply that it will eventually scratch, just not yet. The positioning should not leave open a potential negative consequence in the minds of consumers. • Today’s consumer does not identify with the story behind the chick not scratching for food. The chick, however, can help represent the soft and gentle aspects of Bon Ami.

24. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Characteristics of Effective Cleansers as Identified in Laddering Interviews. Friendly Unscented Soft Gentle Less residue Loving Experienced Proven Trust Care Powerful Tough Safe Pure

25. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets New Positioning Development Pure. Proven. Powerful. The Tough Cleanser With The Gentle Touch For Those Who Care When you care… Pure. Proven. Powerful.

26. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Proposed Positioning When You Care… Pure. Proven. Powerful.

27. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Marketing Recommendations Rex jackson

28. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Product – New Packaging • Change to a clear plastic bottle with a closable cap. • Allow consumers to see the white powder. White is often associated with purity and by allowing consumers to see the powder the purity positioning is reinforced. • Closable cap makes usage and storage clean and simple.

29. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Product – Label • A new, more modern looking, chick logo (without the egg shell). • Prominently placed positioning statement. • Add “Multi-purpose” to back label. • Highlight Bon Ami website. • Explain “Bon Ami”.

30. Illinois MBA OSBI Consulting Bed & bath retailers Bed Bath & Beyond and Linens ‘N Things. (Re-modelers and New Home Owners) Home improvement centers Retail outlets such as Home Depot or Lowe’s. (New Home Owners and Re-modelers) Kitchen supply retailers Williams-Sonoma, Dean and DeLuca. (New Home Owners and Epicureans) Research & Target Markets Positioning Recommendations Other Markets Place Grocers Gourmet and specialty grocery stores such as Trader Joe’s. (Epicureans) Traditional channels Keep traditional channels such as grocery stores and discount retailers. Hospitals Sample packs to new mothers. (New Mothers)

31. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Price • Through laddering interviews, price was not a key driver in the purchasing decision. • Do not lower price. Rather, differentiate through Bon Ami’s new positioning. • Avoid price war with the competition. Currently, competition is better positioned to withstand a price war.

32. Illinois MBA OSBI Consulting KOHLER recommends for all Kohler kitchen & bath products Research & Target Markets Positioning Recommendations Other Markets Promotion • Pursue a featured partnership with a highly reputable sink, bath,or counter manufacturer, such as Kohler. • Develop joint promotional relationships: point-of-purchase displays, coupon or sample with purchase. • Magazine ads for each target market. • For the long-term, create radio and television ads that appeal to the four target markets, selling on the caring nature of the users.

33. Illinois MBA OSBI Consulting Is your kitchen as clean as it should be? Pure. Bon Ami does not contain unnecessary chlorine, perfume, or dye that may cause harm. Shouldn’t you be using Bon Ami? When You Care… Pure. Proven. Powerful. Research & Target Markets Positioning Recommendations Other Markets Promotion – New Mothers • Magazine ad placements: Good Housekeeping, Better Homes and Gardens, Redbook • Radio ad placements: Kathy and Judy Show (Women’s gossip show on WGN Radio) • TV ad placements: Lifetime, Oxygen, Women’s Entertainment, HGTV, TLC

34. Illinois MBA OSBI Consulting How to maintain your new home:Step 1: use Bon Ami You care about your new home. Bon Ami’s pure formula rids dirt and stains without chlorine, perfume, or dye. Shouldn’t you be using Bon Ami? When You Care… Pure. Proven. Powerful. Research & Target Markets Positioning Recommendations Other Markets Promotion – New Homeowners • Magazine ad placements: Architectural Digest, Metropolitan Home • Radio ad placements: This target market includes a larger cross-section of the American public. Advertising on mainstream radio will reach most of the target audience. • TV ad placements: HGTV, TLC, Travel Channel

35. Illinois MBA OSBI Consulting Clearly, Agatha is in love with her new kitchen. Protect the ones you love with Bon Ami, the only cleanser without unnecessary chlorine, perfume, or dyes. So go ahead, fall in love again. When You Care… Pure. Proven. Powerful. Research & Target Markets Positioning Recommendations Other Markets Promotion – Re-modelers • Magazine ad placements: House Beautiful, Metropolitan Home, Interior Design, House & Garden, Martha Stuart Living • Radio ad placements: News radio stations • TV ad placements: HGTV, Discovery Channel, TLC, Travel Channel

36. Illinois MBA OSBI Consulting Perfectionists. You seek quality in everything you do. So does Bon Ami. It cleans without chlorine, perfume, or dye. Shouldn’t you be using Bon Ami? When You Care… Pure. Proven. Powerful. Research & Target Markets Positioning Recommendations Other Markets Promotion – Epicureans • Magazine ad placements: Gourmet, Bon Appetite, Cooking Light, Martha Stuart Living • Radio ad placements: Talk radio shows dealing with the arts and cultural activities. • Magazine ad placements: Gourmet, Bon Appetite, Cooking Light, Martha Stuart Living

37. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Sample :20 Radio Spot Caring for your family and for your home can be a full-time job. You don’t have time to worry that your cleanser is harming either one. Bon Ami Cleanser gently cleans your kitchen, bathroom, and cookware without potentially harmful chlorine, perfumes, or dyes so it is safe to use around children and pets. Bon Ami Cleanser….When You Care….Pure. Proven. Powerful.

38. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Website Recommendations JacK Kuo

39. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Website – Why It’s Needed • Target markets are accustomed to using Internet for informational purposes: • New Mothers use Internet to search for parenting tips. • New Home Owners use Internet to research homes and look for design tips. • Re-modelers use Internet to obtain information on specific products for their projects. • Epicureans use Internet for latest recipes and party planning.

40. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Implication – Give Them What They Want Feedback Provides a channel for consumer feedback and questions. Educational Informs users what surfaces on which Bon Ami can be used. It may also include cleaning tips, how-to’s, and articles of interest that would appeal to the target markets. Improve Brand Recognition & Loyalty Brand recognition and loyalty can be increased through more brand exposure and knowledge of the product. Marketing Tool Promotions, surveys, and polls.

41. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Suggested Website Components Bon Ami website needs its own product-specific website (www.BonAmi.com) that is linked to, but separate from, Faultless Starch and its sister products. Product description / uses: Description of product ingredients (where the purity and powerful aspect of Bon Ami can be boasted), correct pronunciation, recommended uses, and list of surfaces that can be used. How-to’s: Everyday to not-so-everyday cleaning directions for common and not-so-common surface types (bathroom, special cookwares, patio furniture). Product comparison: A brand by brand comparison of household cleansers in terms of effectiveness, toxicity, abrasiveness, etc.

42. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Suggested Website Components Feature articles: A section that is regularly updated featuring articles on topics that interest the target audience (ex: “What to look for when buying a new home”, “Top summer traveling destinations”, “Kitchen makeover: do’s and don’ts”). It can also be e-mailed as a newsletter for those who sign up. FAQs: A section that lists the most common questions users have concerning Bon Ami and their answers. Suggestion box / Q&A: A prominent link or button that allows users to email or post questions or suggestions regarding Bon Ami to the company. It should be fairly visible since many users have questions on where Bon Ami can be used.

43. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Suggested Website Components Idea Forum: A bulletin board where users can share their own experiences, tips, and ideas. It should be noted that it can be potentially abused. Promotions: Any company or product-related promotions or offers (such as coupons, Bon Ami chick toy, giveaways, etc.). Sample request: A page where visitors can ask for a free sample and information just by filling out their home address. Environmentalism: Facts, history, statistics, and stories of how common household cleaning agents, such as bleach, can have a devastating effect on the environment. About: Product and company history and a link to company website.

44. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Hispanic & African American Markets Jennifer roberts

45. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Hispanic Population Growth Projection Source: http://www.clac.state.mn.us/english/usproj.htm

46. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Hispanic-American Culture • Recent Immigrants • Born into low income stratus in Latin America • Generally less educated speak no English • Prefer the same brands they used in their old country • Will not risk buying a new brand and having to disregard the product • Able to purchase familiar brands in grocery stores and bodegas in predominantly Hispanic communities in the U.S. • Adapters • Those who have adopted the use of American products • Changed buying habits due to: • Interaction with American-Latin friends • Exposure to American TV advertisements • Formula 409, Lysol, Tilex

47. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Hispanic-American Buying Behavior • Effectiveness • Cleans well • Takes out grease & dirt • Clean house is a symbol of: Progress Affluent life Self-realization Happiness • Odor • Latin women say, “If it does not have odor, it is not clean.” • Odor = Clean = Effective Cleanserattributes • Color • Color implies odor • Odor implies cleanliness • Fast • Time not wasted • Busy women need time to enjoy life and family “Ideal Product” = Very Effective + Fast Acting + Long-lasting Odor

48. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Why Hispanic Adapters Do Buy Powder • CLEANS FAST: When Hispanics use spray cleaners, they have to wait a few minutes before cleaning can begin. Therefore, powder cleanser is faster since they do not have to wait. • CLEANS BETTER: It’s more powerful and can take out difficult stains. Hispanics say that you can feel the powder cleaning, which reassures them a good cleaning. They feel accomplished when everything is perfectly “white”. • MORE CONVENIENT: No bothersome chlorine smell. • SMELLS CLEAN: Although the powder cleanser is not scented, the cleaned area “smells clean”. • FAMILIAR: Hispanics used powder in their native country. Some could describe themselves as native Indians since they could not get accustomed to sprays. • PACKAGING COLOR: It is important because it suggests it is clean. • SPECIAL NOTE: Interviewees said that powder is especially for cleaning dirty spots because you can really use its power there.

49. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Recurring Images in Hispanic Market Hispanics associate U.S. with modernity Spray cleaners = Modern Powder cleansers = “Obsolete” and “Too old” Powder cleanser is associated with a maid or hired worker!

50. Illinois MBA OSBI Consulting Research & Target Markets Positioning Recommendations Other Markets Prototype • She enjoys inviting or receiving guests to her house. • Social life and what people think about her and her family are important. Therefore, she really wants to hear that she has a great home. • She thinks that to show a clean house is to show that her family is progressing in these lands. • Moreover, she believes that a house that looks like new will attract more friends to her and will make her a respectful woman. • She wishes to make her husband happy, so she has everything clean for him. • She wants to always have a clean house so that she can feel that she is doing a good job as a housewife. • She likes to have everything clean because it is more comfortable and convenient to clean now than later. • She thinks that having things not clean is a sign of laziness and dirtiness. She will feel like a dirty person.