1. SC Johnson and Son:
Marketing Strategy
2. Company Facts
Started in 1886
Employ about 12,000 people globally
Generate more than $8 billion in sales
Headquartered in Racine, Wisconsin, where it was founded
Sell products in almost every country around the world
includesglobal brands such as Pledge, Duck, Mr. Muscle, Windex, Scrubbing Bubbles, Glade, Raid, OFF!, Baygon and Ziploc
Prides themselves on staying a family company
3. Mostly targets the housewife persona
This tactic has been very successful but.
We can make it better!
4. Maintain the established successful consumer base
Increase sales by broadening target market and utilizing social media
5. Increasing the use of social networking to boost their family platform
Use facebook (the current one isnt very active), twitter, and blogging to show case charity work, or events that benefit families
This will further build their image without needing to constantly push the product
6. Create more personas to target!
Possibilities:
Men
Students
7. SC Johnson and Son can expand their target and still maintain their overall family feel
8. Increase in Consumers = Increase in Sales=$$$$$
9. Budgeting
Because they have such vast resources, they can afford to put several million or more into each plan.
10. Success!!!
Success can be measured by increase of salesand brand recognition in different demographics.