Bounce Fresh Scent Sheets

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Bounce Fresh Scent Sheets

• Presented by Kevin Vuong
• Joanna Rutkowska
• Jannel Kosior

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Who and What is Bounce?

• Partner agreement signed in 1837 between William
  Proctor and James Gamble
• Has introduced many product lines from their
  company
• Bounce Dryer sheets introduced in 1972
• In 1996, the modern sheets are introduced which
  can be dispensed with one hand from a cardboard
  box

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Product Description

• The original Bounce sheet is remodeled as a
  Bounce Fresh Scent Sheet
• Reduced the size of sheet by half from (162mm x
  228mm to 81 mm x 114mm) for convenience placement
• Doubled the thickness of sheet to contain more
  smell releasing particles
• Used to place in areas where unwanted scents are
  a problem (in the drawer, hamper, behind garbage
  the garbage cans etc.)

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Product Category Market ProfileSegments

• Targeted to people who are interested in a fresh
  smelling home
• Targeted to those who enjoy entertaining
• Targeted to young, busy women (ages 20-40)
• Women make up 80 of household decision purchases

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Competition

• Primary competitor Glade
• Other competitors include Air Wick, Ozone, Party
  Lite and other generic brands
• Product competition includes candles, wall
  plug-ins, incense and aerosol cans

52 of people have used Glade
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Trends
73 of individuals are interested in scent sheets

• Time Saving
• Convenience
• Environmentally Friendly
• Having Company over (dinners, inviting friends)

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Target Segment Consumer BehaviorMotivation and
Values

• People are motivated to have fresh smelling homes
  to impress guests (terminal values of respect
  from others)
• Women tend to value cleanliness and organization
  of the home (popularity of Feng Shui)
• A fresh scent is usually associated with
  cleanliness

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Personality and Lifestyles

• People who like to entertain guests (look at
  graph)
• Pet owners
• Busy Women who have less time to clean the home

Stats on in-home entertainment
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Attitudes

• Bounce Fresh Scent Sheets accommodate both
  utilitarian needs and value expressive needs
• The sheets do their job yet also give the user a
  sense of pride after receiving positive
  reinforcement from guests
• People want something extremely quick and easy
  when it comes to house work

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Decision Making

• Low involvement Product
• Consumer purchase process is minimal
• Extremely low cognitive dissonance
• Will depend on brand loyalty and
  recall/recognition of the consumer

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Group Influences

• Other women (through word of mouth)
• Other family members living in the home (husband,
  sons, daughters etc.)
• Neighbors
• Group affiliations (church, clubs etc.)
• Friends

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Cultural Influences

• The need for social interaction/gathering
  locations (eg. book clubs, craft nights etc.)
• Impressing others with your home is a proper
  cultural norm
• Making a home comfortable for all guests who visit

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Situational Influences

• Scratch and Sniff container that can influence
  the consumers senses (hedonic, nostalgic)
• In-store coupons
• In-store product displays
• Eye level placement of product on shelves

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Product Positioning Mix

• Price Competitive with other brand name products
• Product Bounce Fresh Scent Sheets are half the
  size, twice the scent molecules
• Promotion Coupons, mail-out with sample sheet
• Placement Eye-level on shelf, two locations for
  product in the product launching year

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Marketing Mix RecommendationsProduct

• New re-sealable container to keep the Bounce
  Fresh Scent Sheets freshness locked in
• 50 thicker than original for longer lasting
  freshness
• Half the physical size (162mm x 228mm to 81 mm x
  114mm) for convenient placements of the sheets
• Added scent molecules

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Price

• Penetration Pricing
• Competitive Pricing
• Will be a lower price than the primary competitor
  Glade

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Promotion

• Television ad campaigns
• Mail out samples
• Scented in store displays
• Scratch and sniff patch on product container
• Similar graphics and colors to Bounce dryer
  sheets for ease of recall / recognition and brand
  loyalty

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Place

• Placed at its current shelving location in the
  laundry section for brand recognition reasons
• Yet also placed in the new air freshener section
• After 6 months, the product will be permanently
  placed in the air freshener section
• Placed in supermarkets and also convenience stores

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Bounce Fresh Scent Sheets

• ANY QUESTIONS ???