Assignment 2: PRODUCT-CX LAUNCH PLAN Eco-clean 1ST JUNE 2020 JASLEEN KAURAH / 102542193 CATHY O'BRIEN / 102813462 MKT60010 / MARKETING MANAGEMENT WORDS / 2061 ----
Table of Contents 1. Product Concept 3 2. SWOT Analysis 3 3. Strategic Stance 4. Demand Ecosystem 4 5. Touchpoints 3 5 6. Customer Experience 5 Retailer. 5 Online Store 6 Pre-Core 6 Core Service 6 Post-Core 6 7. Launch Plan Implementation Schedule 7 8. Implementation 9. Reference List. 9 10. Appendix: Assignment 1B 10 11. Appendix 2: SAMPLY Journey Mapping - Retailers 17 12. Appendix 3: SAMPLY Journey Mapping - Online 18 8
1. Product Concept Eco-Clean is a personal care hand sanitising kit which is new to the market. The kit comprises of 5-10 reusable spray bottles, making 500ml of product. The environmentally friendly and organic nature of the product appeals to 77% of the Australian population. (The Nielsen Group,2020) Refer to Appendix 1 - Assignment 1B. 2. SWOT Analysis Strengths Weakness Opportunity Threat 1. Eco-Clean is the only environmentally friendly and organic hand sanitizer in the Australian market. 2. Demand for hand sanitiser products is at an all-time high. 3. Research indicates a continuous trend both nationally and internationally. 1. New to the market - lacks brand awareness which competitors such as Purcell enjoy. 2. Increased demand could result in limited availability of eco- friendly raw materials - driving production costs higher. 1. Possibility of amalgamation or sale of the concept to a well- established brand. E.g .: Dettol. 2. Due to COVID-19 hand sanitizers are currently considered a necessity. 1. Market saturation due to the Coronavirus pandemic may threaten Eco- Clean's place in the market. 2. Increase of red tape on production- the product may not meet the standards. 3. Reduction in demand once pandemic slows down. 3. Strategic Stance Data Source Business Insider, Jan 2019 Bloomberg, April 2020 Business Insider, May 2020 Hand Sanitizers Boom, Mellor 2020 The Age, February 2020 The Land, April 2020 Dept of Health, March 2020 Market differentiation is a key element behind the development of Eco-Clean. As consumers become more environmentally conscious, the use of reusable spray bottles and sustainable raw materials increases the appeal of the product. (Nielsen Group, 2020) Increased popularity with parents is anticipated due to the chemical free ingredients. Our target market will allow our product image to be different from regular sanitizers. A wholesome image targeting people who care about the environment, sustainability and a chemical free existence. Brand awareness is an important element in marketing, but it will not necessarily differentiate Eco-Clean from its competitors. Highlighting the current need for hand sanitising and repetitively communicating the uniqueness of the product, will emphasise our difference to the competition.