Healthy Family, Healthy World Campaign

Carolyn Coates© Bluezzoon 2012

Prou

d ad

voca

te o

f

Cleaning up Mr. Clean

“Creating a safe product to keep your family healthy while supporting a cause that keeps the world healthy.”

Table of ContentsExecutive Summary...............................Introduction..........................................1. Situation Analysis.............................. 1.1 Internal Analysis.......................... 1.2 External Analysis.........................2. Target Marketing............................... 2.1 Segment Profile........................... 2.2 Positioning..................................3. Marketing Mix.................................... 3.1 Promotion................................... 3.2 Product....................................... 3.3 Place.......................................... 3.4 Price..........................................4. Conclusion.........................................References.............................................

34556888991112121314

Mr. Clean, a brand within Procter & Gamble, brings in roughly 214M dollars a year. Carrying primarily cleaning supplies and disinfectants, Mr. Clean debuted in 1958 and has been the shiny head of clean ever since (Mr. Clean 2012). The purpose of the Mr. Clean brand is to take the work out of housework with the belief that women can do it all but shouldn’t have to; time is too valuable to waste. Mr. Clean values helpfullness, simplicity, optimism, and enjoyment. Carolyn has joined the efforts with Mr. Clean and Nick Higgins, brand manager, to continue to build Mr. Clean’s consumer base by utilizing social media outlets and connecting with them on an important global issue. Nick Higgins (513)983-4879 mobile: (513)315-8550

Carolyn is a senior at Northern Kentucky University studying Marketing with a minor in business administration. She currently works at the Freestore Foodbank in downtown Cincinnati. Intrigued by utilizing social media to benefit a brand, she enjoys assisting the Freestore Foodbank in building a bigger and more effective online presence. Upon graduation, Carolyn plans to work for a company where she can utilize her passion for marketing and social media strategies. Carolyn.Coates@gmail.com 513.910.0969

Executive Summary - Healthy Family, Healthy World

3Figure 1: Executive Highlights

$1 Goes to HMHBC

Sold Here

Pin to show your support for the Healthy Mothers, Healthy Babies Coalition

Mr. Clean - LIKE us on Facebook and we’ll donate $1 to the Healthy Mother, Healthy Baby Coalition

Women

58% of users

80% of users

Ages 25-55

Cares about Family Health

RelationshipCleaner

Controls 85% of household

spending

Purpose: The purpose of the Cleaning Up Mr. Clean project is to create a campaign for Mr. Clean to bring attention to waste dumping, what Mr. Clean is doing to stop this problem, and ultimately build brand loyalty among consumers that leads to cross-selling of products for Mr. Clean.Approach: This project will use mindful marketing by creating value to the consumer such as helping clean up the environment and keeping families healthy. This will transfer into mindful consumption, the consumer mindset caring for self, community, and nature, leading to repetitive purchasing of Mr. Clean products (Sheth et al 2011).Method: This project combines large amounts of secondary data in a concise, easy to understand way, in order to build beneficial and attainable recommendations for a new Mr. Clean campaign.Findings:

Main Conclusions:

Waste Dumping: The overproduction, overconsumption, and improper disposal of these goods emit pollution that greatly affects the health of humans. The United States alone is guilty of illegally dumping 1.5 billion tons of waste a year and 2 million die of pollution a year in the US (Clean Air Council 2011). Waste dumping and overflowing landfills cause pollution of the air and water, extinction of species, and reduces the amount of breathable air (EPA 2012). Social Media: Facebook and Pinterest are two of the most popular social networking websites. Facebook currently has over 1 billion users while Pinterest has 11 million but has been the fastest growing social media outlet thus far and will continue to grow exponentially. Competition: Mr. Clean has many competitors and continues to set itself apart by being effi-cient but not harmful to the health of its users – an important factor to the relationship clean-ers whose main focus is their family (Higgins 2012). Non-profit Organizations: Many non-profits exist to benefit families and children, the part-nership of one of these organizations will build trust and credibility for the Mr. Clean brand as well as brand loyalty. Even during a recession, roughly 76% of consumers will continue to purchase a brand if they support a good cause (Ayvazian 2012).

Target Marketing: Relationship cleaners between the ages of 25 and 55 who want a clean house that takes minimal time to clean and can have more time with their family. Value Proposition: “Creating a safe product to keep your family healthy while supporting a cause that keeps the world healthy.”Promotion: Advocating on Facebook and Pinterest for the cause in ways such as “for every like on Facebook, Mr. Clean will donate a dollar to the Healthy Mothers, Healthy Babies Coalition” as well as donating a percentage or dollar amount from each product sold to the organization. In store, signs and QR codes can promote both of those techniques.Product: Mr. Clean products will have labels that ask for consumers to properly dispose of the bottle after using it. In efforts to raise awareness for the HMHBC, Mr. Clean will also have the organization’s logo as well as QR code on the bottle that will directly take the consumer to Mr. Clean’s website about their involvement with the HMHBC.Place: Mr. Clean will place a sticker on the front door with an aisle number as well signage above the aisle itself with Mr. Clean’s familiar face. On the shelf where the Mr. Clean products are, signage stating that a dollar will go to the HMHBC for every Mr. Clean product sold as well as QR codes to take the consumer to more information.Price: Based on the comparison of competitors, Mr. Clean’s prices are lower than the rest. Thus, raising the price moderately to support the HMHBC won’t affect consumers drastically.

Introduction

4Figure 2: Why Globally and Culturally Mindful Solution Matters

WASTE DUMPING- Overflowing landfills and the

burning of landfills leads to pollution, health risks for

humans, and harms nature.- Caused by overproduction and

overconsumption.

POLLUTION- Caused my toxins in the air,

water, soil, etc.- Can cause many health risks in

adults as well as children- Leading cause of asthma

- Comes from burning of landfills and excess energy in production-Caused from harsh chemicals in

many cleaners.

CROSS-SELLING- Extreme connection to the Mr. Clean

brand by mothers will encourage them to only buy from Mr. Clean because of their involvment with

HMHBC. - More likely to purchase Mr. Clean products even through a recession.

HEALTHY MOTHERS, HEALTHY

BABY COALITION- Mothers can personally connect with

this organization as they try to keep their family healthy.

- Mr. Clean supports healthy homes and therefore healthy mothers and kids

around the world.- Creates a strong connection and brand

loyalty to Mr. Clean

The problem at hand is how can Mr. Clean increase the cross-selling of products by utilizing social media and promoting mindful consumption?

Currently, millions of people are suffering because of the amount of pollution in the world - a primary cause being waste dumping. Waste dumping is caused from overproduction, overconsumption, and disposing of goods improperly. 80% of plastic bottles to end up in landfills and 41% of what is in landfills is paper. Landfills are currently overflowing from this problem and emitting methane into the environment adding to the air pollution and lack of breathable air (EPA 2012).

Mr. Clean provides cleaning supplies that clean quickly and effectively without being harsh on its users. These cleaners make it easy to clean for mothers and keep families healthy by eliminating germs and not producing heavy fumes or harmful chemicals. To further show Mr. Clean cares about families, the brand will begin promoting and supporting an organization that helps keep families healthy. Currently, Mr. Clean and P&G are striving to reduce waste and excess packaging but by partnering with a non-profit, it will be obvious to the public eye the effort that is being put forth. The target market made up of mothers who main concerns are their families will understand the impor-tance of this issue. By utilizing social media outlets, specifically Facebook and Pinterest, Mr. Clean can create a relationship and a common goal of making the world a healthier and safer place with con-sumers. Over time, these mothers will become mindful consumers who are brand loyal to all Mr. Clean products.

Situation Analysis

5

Based on the situational analysis, it’s evident that Mr. Clean has already begun working on becoming a more mindful company. In efforts to reduce waste, 96% of the materials that come in are utilized to produce the finished goods (P&G Garbage into Good 2012). P&G strives to continue this efficient use of materials by eventually using 100% recyclable materials for prod-ucts and packaging (Scrapmonster 2012). Similarly, the Ten Long Term Goals of P&G, parent company of Mr. Clean, include moving all sectors to produce sustainable products and create less waste (P&G Sustainability Overview 2011). Being aware of the severity of waste dumping, Mr. Clean has begun improving the company and has already reduced waste disposal by 21% in the last year (Greeby 2009). By overall reducing the packaging of Mr. Clean products, less will be thrown away by consumers and end up in landfills - current long-term goal for Mr. Clean (P&G Our Long Term Vision 2012).

While these goals are important to help preserve the planet, to many of the consumers, envi-ronmental issues might not be of huge importance. However, waste dumping is an important global issue since it greatly affects the health of people. Currently, Mr. Clean is guilty of overpro-duction and over use of materials that produce pollution etc into the environment. This improper disposal of waste is an important issue, especially to the mothers of the world that happen to be Mr. Cleans primary target market. In order to connect with customers on a deeper level that would build a relationship and increase trust as well as sales, Mr. Clean should begin educating consumers on this global issue and what they are doing to help stop it. As far as sales, 76% of consumers tend to continue purchasing a particular brand even during a recession if the brand supports a cause of interest (Ayvazian 2012). Mr. Clean can begin investigating organizations that support this cause, create a partnership, and utilize it’s many outlets to show consumers that as a brand, Mr. Clean cares.

To begin the marketing process, Mr. Clean and its product needs to be evaluated to determine what is going well and what needs to be improved within the brand. Based on the growing need to utilize social media and Mr. Clean’s goal of increased cross-selling, the main marketing prob-lem is how can Mr. Clean utilize Facebook and Pinterest to promote cross-selling within the Mr. Clean products?

To evaluate its current situation, a situational analysis is performed evaluating the internal strengths and weaknesses as well as the external opportunities and threats. From the findings, Mr. Clean will be able to identify what needs to be done to begin it’s campaign that will ulti-mately bring more sales and market share in the long term.

1. Situational Analysis

1.1 Internal Analysis

Prou

d ad

voca

te o

f

Situation Analysis

6

Based on the situational analysis, externally, Mr. Clean has a few threats but also huge opportuni-ties to improve. Demographically, Mr. Clean has the opportunity to target the relationship clean-ers specifically who care greatly about their family’s health and well-being (Higgins 2012). Appealing to the Hispanic culture in America would drastically improve Mr. Clean’s brand loyalty and overall market share. Since the Hispanic culture represents 15% of the United States popula-tion and is culturally concerned about biospheric issues, there is a huge opportunity to appeal the mothers of Hispanic families (Kwinessential 2012). By utilizing Facebook and Pinterest to attract these consumers Mr. Clean and explain their products and the organization Healthy Mothers, Healthy Babies Coalition. This would create a connection and conversation between the brand and consumer. Of the women who dominate the social networks, 70% have a household income between 25-50K (Pinterest Stats and Facts 2012). These women are often the head of the house-hold, being the deciding force of what charity or organization the house will donate to. According to Time Magazine’s 2011 article by Tim Newcomb, women are ultimately 40% more likely to donate to charities and would be more willing to buy a brand because of its charitable connections (Newcomb 2011). In stores where Mr. Clean has its products, there is opportunity to differentiate them from competition by using signage or something similar to draw the consumer to specifically Mr. Clean products.

By altering Mr. Clean’s target market, there are a few issues that may present themselves. By primarily targeting the American consumers, Mr. Clean would possibly run into cultural differences when marketing to the Hispanic culture. In stores, Mr. Clean products blend in with the rest of the cleaning supply aisle. Since 76% of decisions are made in the store, Mr. Clean has to make an impact on the consumer in a large, quick way that persuades them to buy Mr. Clean (Supermarket News 2012). Being that such a huge percentage of Mr. Clean’s target market is present in the social network world, the threat of too much information being sent their way is important. On average, the typical person experiences 2,000+ advertisements a day, Mr. Clean would have to set themselves apart from all of the noise (Story 2007). Mr. Clean’s causes of waste dumping is relevant and important when supporting the Healthy Mother, Healthy Baby Coalition. Their production methods and waste output could be seen as a threat to the company. By changing this, the brand image and credibility could improve as well as sales since 74% of people would buy eco-friendly products or brands despite a price difference (Environmental Leader 2012). Coupled with the HMHBC, consumers would see Mr. Clean as a very caring, sup-portive brand who cares about their families. A strong, healthy, and transparent partnership with the Healthy Mother, Healthy Baby Coalition would become effective as consumers become brand loyal and buy multiple products from Mr. Clean.

1.2 External Analysis

7Figure 3: Marketing Environment

Threats- Cultural Differences

- Lack of time for consumer- Extra noise: too many

advertisements- Overproduction: affects waste dumping and pollution overall

Opportunities:- Cater to the relationship cleaners

- Push biospheric and health needs for cleaner air/waste dumping prevention

- Find a cause that consumers can connect with and appreciate

- Utilize Facebook and Pinterest to create relationships with consumers- In distribution centers, bring more attention to product vs competition

External

Weaknesses- Guilty of overproduction- No direct connection with

consumers to build relationship- Produces excess waste

and energy- Wasting materials in

packaging

Strengths-96% of materials are used to

make final product- Strives to use 100% recyclable

materials in production- Wants to move all sectors to pro-

duce sustainable products and create less waste.

- Reduced waste disposal in the last year by 21%

- Goal to cut excess packaging.

Internal

Target Marketing

8

Ages 25-55

Cares about Family Health

RelationshipCleaner

Controls 85% of household

spending

Figure 4: Target Market and Positioning

Yearly Sales

Mr. CleanLysolClorox

214M338M588M

Mr. Clean’s main target market is the relationship cleaner in the United States. Relationship cleaners are moth-ers, ages 25-55, who care about their family’s health and would rather spend time with their families versus wasting the extra time cleaning (Higgins 2012). This segment is unique in that while they desire having a clean home but their main concern is the health of their family. This relationship cleaner hates the physical act of cleaning but enjoys the outcome of having a clean, inviting home. 26% of households have a relationship cleaner that controls 26% of the spending dollars for cleaning supplies (Higgins 2012).

These relationship cleaners are active both physically and more importantly, on the Internet. Utilizing social media sites such as Facebook and Pinterest would be a quick, easy way to connect with these consumers and build relationships. Women are 55% more engaged on Facebook than men and control roughly 85% of the US spending (Buck 2012). When deciding what cleaner to use in their homes, Mr. Clean’s main competition is Lysol, Clorox, Fantastik, Windex, and Pine-sol cleaners. Currently, Mr. Clean rakes in around 214M in sales while Clorox is about 588M and Lysol 338M (Higgins 2012). Mr. Clean clearly has some ground to take but can do so by creating brand loyal consumers through connecting on important issues.

After finishing the SWOT analysis and evaluating what can be done to promote cross-selling of Mr. Clean products by using Facebook and Pinterest, it’s important to identify precisely what target market needs to be penetrated.

“Creating a safe product to keep your family healthy while supporting a cause that keeps the world healthy.”

Safe for Consumer Handling

Reducing W

aste/PollutionAs seen in the graphic below, unlike its competition, Mr. Clean is efficient in cleaning but also supports a social cause that many of the target market will appreciate. Mr. Clean also carries products that cleans to a shine with little effort but is not harsh on the user or item being cleaned. When trying to set them apart from its competition – Lysol, Clorox, Fantastik, Windex, and Pine-sol – Mr. Clean needs to focus on the good it does for the user‘s family but also society as a whole. Relationship cleaners put their families’ health and happiness as high importance; thus prefer using products that don’t put their family’s health at risk (Higgins 2012). Clorox bleach can be hazardous causing severe skin and eye irritation emitting toxic gases and chemicals while Mr. Clean’s products will not cause any similar problems (Hamlin 2012).

Mr. Clean will also set themselves apart by advocating for an organization that many of the consumers will be supportive of. By supporting the Healthy Mother, Healthy Baby Coalition, the target market of mothers will be supportive of it and in the long-term; Mr. Clean’s market share will improve. 76% of consumers will continue purchasing a brand in a recession if the brand supports a good cause (Ayvazian 2012). Mr. Clean can continue to push its involvement with HMHBC in their social media outlets, primarily Facebook and Pinterest. While women make up a significant chunk of those connecting on social media sites, 69% of them admit to buying or planning to purchase something simply from what they saw on social media sites (Chacos 2012). Since women are 40% more likely to donate to charitable organizations, it would be important to create a connection with these women on social media sites by making Mr. Cleans intentions to help the HMHBC known (Newcomb 2012). By highlighting Mr. Clean’s efforts to help keep families healthy and want to help an organi-zation that helps mothers and children around the world, Mr. Clean will build a strong brand image that will result in loyal customers and a larger market share.

Wom

en

58% of users

80% of users

2. Target Marketing

2.2 Positioning

2.1 Segment Profile

Marketing Mix

9

The third step for the market plan would be creating marketing mix. In the following pages, alterations and tactics will be presented that can be implemented to affectively use social media channels in ways that will promote cross-selling in a mindful manner.

Social Media Platform: Social media is a worldwide trend that will continue to grow in the future. For Mr. Clean to increase cross-selling, Pinterest and Facebook will be used to connect and engage with Mr. Clean consumers. Currently, Facebook is leading the social media era with over 1 billion users while Pinterest is the fastest growing social media site with over 10 million as of 2012 – a significant increase since its launch in March 2010 (Pinterest Stats & Facts 2012).

Target Audience: The target market for Mr. Clean products are females, ages 25-55. These women want a clean house but care about the health of their families and thus the health of the world. Women are leading the social media world making up 58% of Facebook users and 80% of Pinterest users. 80% of the women on Pinter-est are in between the ages of 25 and 54 (Pinterest Stats & Facts 2012). At the end of the day, women rack up over 99 million more visits to social networks per month than men (Taylor 2012).

Promotional Objective:Utilizing these two social networks gives Mr. Clean a chance to draw in consumers and engage with them in an effective manner. Since women make up such a drastic percentage of the online audience, Mr. Clean needs to grab their attention to make them aware of Mr. Clean’s online presence, their involvement in charitable organizations and how this brand is helping the world and in turn, their families. This will build brand loyalty that will turn into cross-selling of the Mr. Clean products.

Budget Strategy: Mr. Clean will use social media for their push strategy but also have the opportunity to engage with con-sumers. When the products are “pushed” onto the buyer through the Internet, they will seek more infor-mation and make the educated decision to become a Mr. Clean consumer. According to an article by Brad Chacos, 69% of the 5,000+ participants surveyed reported buying or planning to buy products they have seen on social media sites (Chacos 2012). To raise awareness and support of a cause (Healthy Mothers, Healthy Babies Coalition) and products, Mr. Clean has campaigns such as “For Every Like on Facebook (or re-pin on Pinterest), Mr. Clean will Donate $1 to the HMHBC.” Realizing the support of this cause will clean up the world and make it healthier for families, mothers will become brand loyal knowing their money is going to a positive cause.

Promotional Mix: Using Facebook for a company opens up opportunities to communicate and connect with the target audi-ence. In Mr. Clean’s situation, the current Facebook page is already doing a fantastic job at connecting with its followers. To further the success of Mr. Clean’s Facebook page, there needs to be more information about products and the benefits of using Mr. Clean versus the competition. Already having a huge following of almost 500k likes, slipping in more advertisements and information could increase sales, continue to build brand image, and initiate cross-selling among Mr. Clean products. It can be as simple as asking what their favorite products are or posting things that incorporate more than one Mr. Clean product. For Pinter-est, Mr. Clean would benefit by joining and continuing its relationship with women online. Extending the personality of the Mr. Clean Facebook page, pictures depicting products and Mr. Clean would improve both brand image and loyalty to consumers. For both media websites, pictures attract two times more clicks and give something “pinners” to re-pin on their pages. Pinterest would be used to show pictures of the products at work and can encourage followers to post pictures of their experiences with multiple products. Promoting Mr. Clean’s involvement with HMHBC would be important on both sites by having fundraisers, similar to the one stated above, and make it an educating opportunity. Many mothers may not be aware of how waste dumping is affecting the health of families, Mr. Clean can share details then how their shared support of the Healthy Mothers, Healthy Babies Coalition can begin to solve the problem.

3.1 Promotion

3. Marketing Mix

10

Healthy Family, Healthy WorldA New Mr. Clean Marketing Plan

20122004 2008

1 Billion

14M

8M 11.7 Million Current Users

58%

Facebook

80%

Pinterest

1 Billion Current Users

Average income: 25-50K

Women rack up over 99 more million visits to social networks than men a month.

Ages 25-55

Likes:500K

69% base buying deci-

sions on what they see on social media

Mr. Clean - Like us on Facebook and we’ll donate $1 to the Healthy Mother, Healthy Baby Coalition

76% of consumers continue buying

from a brand during a recession if they support an important cause.

Figure 5: Healthy Family, Healthy World Campaign

Product

11

The main concern of mothers are the health of their families, Mr. Clean’s products should show that they care. On the products, it’s important to put a recycling symbol to show that the product itself was made of recyclable material and also to encourage recycling. Being that a majority of the target market are mothers of all cultures, it would be beneficial to highlight Mr. Cleans involvement and support of HMHBC on the product itself. To do this, it would be ideal to have the HMHBC logo on the product as well as a QR code that when scanned by a Smartphone, the con-sumer would be directly taken to the Mr. Clean website created to explain their connection with the non-profit organization. On the bottles of Mr. Clean, there will also be a notation that for every bottle sold, Mr. Clean will donate a dollar to HMHBC. The target market will see Mr. Clean is making an effort to make the world a healthier place to live.

Place: In typical cleaning aisle -

found after mod-erate searching.

Promotion: Pro-motes cleaning efficiency and febreeze scent

Promotion: Promote affiliation with non-profit organization

(HMHBC).

Place: QR Code taking consumer to Mr. Clean site about relationship with HMHBC and what Mr. Cean is gdoing to

help.

Price: High value Price: Higher with $1 donation

to HMHBC

Brand: “clean with a wink;” efficient

cleaning

Brand: reliable, credible, cares about the world but

also cleans well.

Product: Kills flu virus; febreeze scent; kills 99.9% of germs

Product: Recycling symbol to promote

reusing and reducing waste; QR Code to take to site about Mr. Clean

& charity; Healthy Mothers, Healty Babies

Coalitiion Logo

$1 Goes to Healthy Mothers, Healthy Babies

Coalition

Targeting: All cleaners; gets the job done well Targeting: Relationship

Cleaners - cares for health of family and others

3.2 Price

Figure 6: Improved Product Identity

Place

12Figure 7: Buzzing Place

Since Mr. Clean products are located amongst many competing cleaners, it’s important to grab the atten-tion of the consumer and bring them to the aisle where Mr. Clean is sold. Since the bald head of Mr. Clean is very well-known and the Healthy Mother, Healthy Baby Coalition is an organization many consumers would be interested in, it’s important to use these in advertising. 76% of shopping decisions are made in store, therefore it’s vital to catch the target consumer’s attention before she even enters into the store (Supermarket News 2010). The doors themselves are prime real estate for advertisements. As seen in the samples below, Mr. Clean could have something on the front doors to catch one’s eye and direct them in the right way. Similarly, above the aisle, Mr. Clean could have something hanging to bring attention to the location in the store. In the aisles themselves, there could be strips below and above the product that tell how every purchase will donate a dollar to the Healthy Mothers, Healthy Babies Coalition. There will also be QR codes leading the customer to a section on the Mr. Clean website about how the brand is helping the HMHBC make the world a better place.

$1 donation goes to Healthy Mother, Healthy Babies Coalition

$1 donation goes to Healthy Mother, Healthy Babies Coalition

Sold Here

Come see me: aisle 14

HMHBC promotion and QR Code on shelves with products:

Mr. Clean ads before and in store to move customers to the approriate aisle:

3.3 Place

As seen in the graphic below, unlike its competition, Mr. Clean is efficient in cleaning but also supports a social cause that many of the target market will appreciate. Mr. Clean also carries products that cleans to a shine with little effort but is not harsh on the user or item being cleaned. When trying to set them apart from its competition – Lysol, Clorox, Fantastik, Windex, and Pine-sol – Mr. Clean needs to focus on the good it does for the user‘s family but also society as a whole. Relationship cleaners put their families’ health and happiness as high importance; thus prefer using products that don’t put their family’s health at risk (Higgins 2012). Clorox bleach can be hazardous causing severe skin and eye irritation emitting toxic gases and chemicals while Mr. Clean’s products will not cause any similar problems (Hamlin 2012).

Mr. Clean will also set themselves apart by advocating for an organization that many of the consumers will be supportive of. By supporting the Healthy Mother, Healthy Baby Coalition, the target market of mothers will be supportive of it and in the long-term; Mr. Clean’s market share will improve. 76% of consumers will continue purchasing a brand in a recession if the brand supports a good cause (Ayvazian 2012). Mr. Clean can continue to push its involvement with HMHBC in their social media outlets, primarily Facebook and Pinterest. While women make up a significant chunk of those connecting on social media sites, 69% of them admit to buying or planning to purchase something simply from what they saw on social media sites (Chacos 2012). Since women are 40% more likely to donate to charitable organizations, it would be important to create a connection with these women on social media sites by making Mr. Cleans intentions to help the HMHBC known (Newcomb 2012). By highlighting Mr. Clean’s efforts to help keep families healthy and want to help an organi-zation that helps mothers and children around the world, Mr. Clean will build a strong brand image that will result in loyal customers and a larger market share.

Price

13

Compared to the top competitors of Mr. Clean – Lysol, Clorox, Fantastik, Windex, and Pine-sol – Mr. Clean has relatively lower prices but higher value for consumers. After partnering with the Healthy Mothers, Healthy Baby Coalition, Mr. Clean will give a dollar of each sale to the organiza-tion to show that an effort is being made to make the world a healthier place for consumers. Therefore, to cater to the $1 donation for each bottle sold, Mr. Clean would have to raise the price slightly. While consumers typically don’t like this, as stated previously, roughly 76% will pay more knowing the difference in price is going to a good cause (Ayvazian 2012). In the chart below, Mr. Clean and the competition is compared on key qualities as well as price.

3.4 Price

Figure 8: Pricing Environment

Target Marketing: Relationship cleaners between the ages of 25 and 55 who want a clean house that takes minimal time to clean and can have more time with their family. Value Proposition: “Creating a safe product to keep your family healthy while supporting a cause that keeps the world healthy.”Promotion: Advocating on Facebook and Pinterest for the cause in ways such as “for every like on Facebook, Mr. Clean will donate a dollar to the Healthy Mothers, Healthy Babies Coalition” as well as donating a percentage or dollar amount from each product sold to the organization. In store, signs and QR codes can promote both of those techniques.Product: Mr. Clean products will have labels that ask for consumers to properly dispose of the bottle after using it. In efforts to raise awareness for the HMHBC, Mr. Clean will also have the organization’s logo as well as QR code on the bottle that will directly take the consumer to Mr. Clean’s website about their involvement with the HMHBC.Place: Mr. Clean will place a sticker on the front door with an aisle number as well signage above the aisle itself with Mr. Clean’s familiar face. On the shelf where the Mr. Clean products are, there will be signage stating that a dollar will go to the HMHBC for every Mr. Clean product sold as well as QR codes to take the consumer to more information.Price: Based on the comparison between competitors, Mr. Clean’s prices are lower than the rest. Thus, raising the price moderately to support the HMHBC won’t affect consumers greatly.

Based on our findings about waste dumping, social media, MR. Clean’s competition, and information about non-profit organizations, it would be wise for Mr. Clean to act on the follow recommendations...

Conclusion

Price Disinfects Safe on Hands Reducing Waste Supports Non-ProfitMr. Clean $3.99 X X X XLysol $4.02 X XClorox $4.79 XPine-sol $5.09 XFantastik $8.48 X XWindex $5.48 X

Comparing Mr. Clean and Competitor PricesTo the left is the com-

parison of prices of a 32 ounce cleaner of every brand. Surprisingly in this case, Mr. Clean is the least expensive.

Therefore, raising the cost a dollar to go to

charity wouldn’t affect consumers

drastically.

Ayvazian, Vahe. (November 26th 2012). P&G Cause Marketing. Lecture. Cincinnati, Ohio Buck, Stephanie. (2012). Marketing to Women? Keep these 3 Facts in Mind. Mashable.

Retrieved from http://mashable.com/2012/08/01/social-media-marketing-women/ Chacos, Brad. (2012). Pinterest Drives More than Window Shopping. Retrieved from

http://www.pcworld.com/article/2012749/pinterest-drives-more-than-window-shopping-survey-shows.html

Clean Air Council. (2011). Waste and Recycling Facts. Retrieved from www.cleanair.org/Waste/wasteFacts.html Environmental Leader. (2010). P&G Expands ‘Future Friendly’ Marketing Effort. Retrieved from

http://www.environmentalleader.com/2010/03/15/pg-expands-future-friendly-marketing-effort/

Environmental Protection Agency. (2012). Hazardous Waste Recycling Regulations. Retrieved from http://www.epa.gov/osw/hazard/recycling/regulations.htm

Greeby, Kelly. (2009). Retrieved from http://www.greenerpackage.com/corporate_strategy/pg_report _focuses_energy_waste_and_emissions_reductions

Hamlin, Kristen. (2012). Clorox Hazards. Retrieved from http://www.ehow.com/list_7408063_clorox-hazards.html

Higgins, Nick. Class Presentation. 9 October 2012. Kwintessential (2012). http://www.kwintessential.co.uk/resources/country-profiles.html Mr. Clean. (2012). Mr. Clean Through the Years. Retrieved from

http://www.mrclean.com/en_US/through-the-years.do Newcomb, Tim. (2011). The Charity Divide: Study Shows Women More Generous Givers than

Men. Time Magazine. Retrieved from www.time.com/time/business/article/0,8599,2048696,00.html

Pinterest Statistics & Facts. (2012) A Marketers Guide to Pinterest. Video retrieved from http://www.digitalbuzzblog.com/video-infographic-pinterest-statistics-stats-facts/

Proctor and Gamble. (2011). 2011 Sustainability Overview. Commitment to Everday Life, Retrieved from http://www.pg.com/en_US/downloads/sustainability/reports/PG_2011_ Sustainability_Overview.pdf

Proctor and Gamble. (2012). Garbage into Good. Retrieved from http://www.pg.com/en_US/sustainability/environmental_sustainability/operations_suppliers

/waste_reuse.shtml Proctor and Gamble. (2012). Our Long-term Vision 2020 goals. Retrieved from

http://www.pg.com/en_US/sustainability/environmental_sustainability/environmental_vision.shtml

Scrapmonster. (2011). P&G to use 100% Recyclable Material. Retrieved from http://www.scrapmonster.com/news/p/1/3412 Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful Consumption: A Customer-

Centric Approach to Sustainability. Retrieved from http://www.bluezzoon.com/download/Readings/

Sheth_2011_Mindful_Consumption.pdf Story, Louise. (2007). Anywhere the Eye Can See, It’s Likely to See an Ad. Retrieved from

http://www.nytimes.com/2007/01/15/business/media/15everywhere.html?pagewanted=all&_r=0

Supermarket News. (2010). POPAI: 76% of Decisions Made in Store. Retrieved from http://supermarketnews.com/consumer-trends/popai-76-decisions-made-store

Taylor, Chris. (2012). Battle of the Sexes Infographic. Retrieved from http://mashable.com/2012/07/04/men-women-social-media/

References

14