Choose either an existing product on the market or come up with your own product idea. Identify very clearly and descriptively the target market for your product. You are going to take that product and research a full description of the four Ps outlined more specifically below:

Question

Product: Describe your product in detail. What are its features? Design? Packaging? Does it carry a warranty? Do not limit the description you provide to the questions here. The questions I have provided are meant to jump start your research.

Place: Where is your product sold? Or if you came up with your own product, where do you think it should be sold? In stores? If so which one? Directly to the customer? Online? Is your product sold globally? When discussing place for your product, please provide thorough explanations for all your thoughts and ideas.

Price: What does your product cost? Why? In your opinion, is the pricing strategy reflective of what customers are willing and able to pay? Do you think your product should cost more or less? If you are pricing your own product, include similar product pricing in your pricing decisions and description.

Promotion: How is your product promoted or how will you promote your product if it is your own idea? Please include discussion on advertising, personal selling, sales promotion, and publicity. What will your promotional strategies be?

Day Three - Day Four


You are going to outline each of the four Ps in detail using a presentation program such as PowerPoint, Prezi, Animoto, PowToon, Go animate, etc. Please do not use a word processing program to showcase your findings. You will be graded on the content in your presentation as well as the visual appeal. Remember that this is marketing! Visual appeal matters almost as much as the content! So please be sure to use correct grammar and spelling as well as keep your presentation professional and easy to read and navigate. Be creative!!!!

Answer 1

Product Idea: Eco-Friendly Multi-Purpose Kitchen Cleaner

Target Market:

The target market for the Eco-Friendly Multi-Purpose Kitchen Cleaner includes environmentally conscious consumers who prioritize sustainability in their purchasing decisions. This segment consists mainly of:

1. Demographics:

   • Age: 25-45 years old
   • Gender: Primarily female, although marketing will also target males involved in household cleaning.
   • Income Level: Middle to upper-middle class, typically with disposable income to spend on eco-friendly products.

2. Psychographics:

   • Lifestyle: Health-conscious individuals who care about the environment and sustainability.
   • Values: Preference for natural ingredients, ethical sourcing, and cruelty-free products.
   • Interests: Gardening, cooking, DIY projects, and social media activism regarding environmental issues.

3. Geography:

   • Urban and suburban areas in North America and Europe, where there is a higher awareness of environmental issues and availability of eco-friendly products in retail and online stores.

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4 Ps of Marketing:

1. Product:

• Description: The Eco-Friendly Multi-Purpose Kitchen Cleaner is formulated from plant-based ingredients, essential oils, and biodegradable substances. It comes in a 16 oz spray bottle that’s refillable to reduce plastic waste.
• Features:
  • Non-toxic and hypoallergenic, safe for use around children and pets.
  • Effective on various surfaces including countertops, stovetops, stainless steel, and glass.
  • Pleasant natural scents such as lemongrass, lavender, and eucalyptus.
  • Made from sustainably sourced ingredients.
• Design: The bottle features a minimalist and attractive design, emphasizing eco-friendliness with earthy colors and simple graphics.
• Packaging: Recyclable and made from post-consumer recycled materials. The label uses soy-based ink.
• Warranty: 100% satisfaction guarantee – if the customer is not satisfied, they can return the product for a full refund.

2. Place:

• Distribution Channels:

  • Available online through the brand’s website and major e-commerce platforms like Amazon.
  • Sold in retail stores that focus on health and eco-friendly products such as Whole Foods, Sprouts, and specialty kitchen supply stores.
  • Select home improvement stores that have an organic product section.
  • Potential partnerships with eco-conscious subscription box services for broader exposure.

• Global Reach: Initially targeting the North American market, with a strategy to expand into Europe and Asia as awareness and demand for eco-friendly products grow.

3. Price:

• Cost: Priced at $8.99 for a 16 oz bottle.
• Pricing Strategy: The premium pricing reflects the high-quality, eco-friendly ingredients and sustainable production methods. It’s competitive with similar products in the market from brands like Mrs. Meyer's and Method, which range from $6 to $10.
• Affordability: Targeted pricing aligns well with the willingness of the target market to pay a bit more for sustainable and health-conscious alternatives.
• Potential Adjustments: Depending on customer feedback and market trends, pricing could be adjusted to include volume discounts or subscriptions for regular users.

4. Promotion:

• Advertising:

  • Social media campaigns across platforms like Instagram and Pinterest that feature aesthetically pleasing photos of the product in use, along with testimonials and educational content on the importance of using eco-friendly cleaners.
  • Influencer partnerships with eco-conscious bloggers and social media figures to reach a broader audience.

• Personal Selling:

  • Host workshops or demonstrations at local farmers markets or eco-friendly events to engage directly with consumers and provide product samples.
  • Collaboration while providing inside tips on maintaining a sustainable kitchen.

• Sales Promotion:

  • Introductory discounts for first-time buyers and promotional bundles (e.g., buy two, get a discount).
  • Loyalty program offering discounts or free products after a certain number of purchases.

• Publicity:

  • Press releases to eco-friendly lifestyle blogs and magazines highlighting the product launch.
  • Engagement in environmental initiatives to gain visibility, such as sponsoring cleanup events, which can also lead to positive publicity.

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Presentation Format:

For the visual presentation, I would utilize a program such as PowerPoint to create an engaging and professional format. Key elements would include:

• Visuals: High-quality images of the product, icons representing each of the 4 Ps, and infographics to summarize key points.
• Layout: Organized with clear headings and bullet points for easy readability, utilizing eco-friendly colors and a clean, modern look.
• Interactive Elements: Incorporation of slides that encourage audience engagement (e.g., asking if they currently use eco-friendly products or their thoughts on sustainability).

By focusing on both aesthetic appeal and informative content, the presentation can effectively convey the product's value to the target market.