Fantastik All-Purpose Cleaners

Case fantastik All-Purpose Cleaners Key Decision Develop a brand strategy to increase fantastiks gross revenue and maintain its leadership position in the increasingly competitive all-purpose cleaner market. Problem/Opportunity fantastik has limited financial resources to promote and develop its brand. Also, otherwise heavy price discounting and parvenu higher-priced cleaning products have threatened fantastiks market stellar(a) position. Thus, fantastik needs to lower its retail price or stick in product categories to attract and maintain customers.Stakeholders Johnson family expediency from the profits earned and success of the business. Customers need the strong cleaning function provided by the cleaners. Employees need a immutable and safe working environment and expected salaries. abstract Internal fantastik has leading brand equity in industry and strong social responsibility that rive to communities and the environment, thus customers who pursue green lifestyle could b e loyal to fantastic. Moreover, fantastiks retail price $3. 9 is relatively high compared with its competitors, thus it may support customers who are price sensitive. External Consumers are moving towards environmentally friendly products, it gives fantastik a substantially opportunity and competitive advantage to compete with other competitors. Consumer Analysis The target market is women aged from 25 to 49 who are responsible for the cleanness at home and has upper ho purposehold income. They are concerned about spirit of life, thus they prefer to purchase product with high quality.Competitive Analysis The competitors are other all-purpose cleaners such as Lysol, Easy Off Bam, Mr. Clean, Vim, Hertel and cliquish label. Those competitors offer lower retail price than fantastik and have strong cleaning function. Especially, private label products have the advantage of high margin for retailer and good shelf space. Alternative Marketing Strategies Decision criteria 1. Maintain co mpetitive market share 2. Commit to environment 3. Allocate limited financial recourses successfullyAlternatives 1. Develop new take of product and consistent with environmental responsibility. 2. Reduce retail price to remain competitive in the market. 3. Develop new scent of fantastik. It will make up too much to do market research and test and its easy to be copied by competitors. Recommendation Decision fantastik should develop new form of product and be consistent with environmental responsibility to attract more customers and improve household penetration, thus it can extend its product life cycle.Implementation visualise Marketing Strategy Target women aged from 25 to 49 who are responsible to do the cleanness of home and position high quality and functional benefit of product. Marketing Mix Produce higher quality and new function product and commit to environment responsibility to earn brand equity from customers, and use higher retail price to indicate its high quality a nd make profit through high margin in the beginning.Moreover, company should use person-to-person selling, product show and shelf advertising as promotion strategy. Finally, company can choose convenience stores nearby community as distribution centres in addition to major grocery, drug and mass merchandisers. Expected Results fantastik can increase its dollar share by 4% in 2007 and keep its market leading position through implementing the marketing strategy.