Marketing Research Full Sail University School Project

1. SJH GREENSTEAM
MARKET RESEARCH IMPLEMENTATION PLAN
STEPHANIE MCNAIR

2. EXECUTIVE SUMMARY
• THROUGH EXPANDING THE BUSINESS; SJH GREEN STEAM WANTED TO ENTER
INTO THE RESIDENTIAL MARKET WITH A NEW CLEANING PRODUCT & SERVICE.
PROVIDE A RESIDENTIAL CLEANING HOME SERVICE ON A WEEKLY OR BIWEEKLY
BASIS AND OFFER AN OPTIONAL PURCHASE OF A VAPOR STEAM MACHINE.
• THIS SERVICE WOULD SIGNIFICANTLY IMPROVE THE CUSTOMER’S QUALITY OF
LIFE THROUGH THE USE OF CLEANING WITH NO CHEMICALS. A SECONDARY
RESEARCH CONDUCTED WITH 83.33% OF THE RESPONDENTS THOUGHT THEY
HAD GAINED SOME INSIGHT INTO THE ACTUAL BENEFITS OF CLEANING WITH
VAPOR STEAM. 60% SHOWED AN INTERESTED IN LEARNING MORE ABOUT THE
ACTUAL BENEFITS OF CLEANING OR UTILIZING VAPOR STEAM.
• THESE NUMBERS WOULD SUGGEST SIGNIFICANT INTEREST IN LEARNING MORE
ABOUT VAPOR STEAM AND TO CONTINUE MOVING FORWARD WITH THE
PRIMARY RESEARCH.

3. DESCRIPTION OF PROBLEM
• DEMONSTRATED WHAT THE ACTUAL BENEFITS OF CLEANING WITH VAPOR
STEAM WOULD BE TO RESIDENTIAL CUSTOMERS
• JUSTIFY THE COSTS ASSOCIATED USING VAPOR STEAM
• EDUCATE THE CONSUMER

4. RESEARCH APPROACH
• A SECONDARY RESEARCH WAS PERFORMED USING AN SWOT AND PORTER 5
FORCES ANALYSIS. THE INFORMATION FOR BOTH ANALYSES OBTAINED IN PART
FROM FULL SAIL’S EBSCO HOST DATABASE AND GOOGLE SCHOLAR SEARCH. A
SEARCH WITHIN THE EBSCO HOST DATABASE RESULTED IN A FEW ARTICLES.
• ONE ARTICLE IN PARTICULAR TITLED CLEAN AND WIPE OUT TOUGH PATHOGENS
IN FIVE SECONDS. (2011). SCHOOL PLANNING & MANAGEMENT, 50(4), 84.
(BENEFITS OF VAPOR STEAM), WHICH DISCUSSES THE SIGNIFICANCE OF
DESTROYING DIFFERENT PATHOGENS IN SECONDS WITHOUT THE USE OF
CHEMICALS.
• THERE IS WITHOUT A DOUBT MULTIPLE REASONS WHY WE SHOULD CONTINUE
ON WITH CONDUCTING A PRIMARY RESEARCH SURVEY WHICH WILL CONSIST OF
TEN MODIFIED QUESTIONS CONDUCTED ON SURVEY MONKEY.

5. KEY FINDINGS – SECONDARY DATA
• SURVEY MONKEY’S DATA SHOWED THAT AFTER READING THE INTRODUCTION
ON VAPOR STEAM CLEANING 83.33% BECAME INTERESTED. 60% OF THE
RESPONDENTS HAVE SHOWN INTERESTED IN LEARNING MORE ABOUT VAPOR
STREAM CLEANING’S ACTUAL BENEFITS.
• THE FINDINGS FROM THE STUDY ARE A DEFINITE INDICATION THAT PRIMARY
RESEARCH SHOULD CONTINUE. THERE IS AN AUDIENCE INTERESTED IN
LEARNING MORE ABOUT THE POWERFUL AND ACCURATE BENEFITS OF VAPOR
STEAM CLEANING.

6. SJH GREENSTEAM
• PRODUCTS • PRICINGS
• MACHINE PLUS ACCESSORIES $
1800.00

7. SJH GREENSTEAM
DISTRIBUTION
• LINKEDIN
• PINTEREST
• TUMBLR
• TWITTER
• WEBSITE
• EMAIL
COMMUNICATION
• BLOG
• NEWSLETTER
• WEBSITE POST

8. SJH GREENSTEAM
CUSTOMER SEGMENTS
• RESIDENTIAL HOME OWNERS
• RENTERS
• APARTMENT COMPLEX OWNERS
TARGET MARKET
• RESIDENTIAL CUSTOMERS

9. CUSTOMER COMPETITION
POSITIONING
NO REAL COMPETITION - FEW
COMPANIES OFFERS VAPOR STREAM
CLEANING
NAME RECOGNITION – BRAND
NAME MACHINE
UNLIMITED CLEANING
OPPORTUNITIES
HEALTH BENEFITS
FINANCIAL BENEFITS – SET YOUR
OWN PRICES
THREATS
MARKET DEMAND - SLOW
NEW TECHNOLOGY – HASN’T
CAUGHT ON YET
DIFFICULT MARKET TO BREAK INTO
OPPORTUNITIES
TO GROW THE BUSINESS – NO
BOUNDARIES
HEALTH AND LIFESTYLE INFLUENCE
– NEW DISEASES TO ERADICATE
UNLIMITED SERVICES YOU CAN
OFFERED
UNLIMITED INDUSTRY MARKETS
YOU CAN SERVICE

10. KEY FINDINGS
PRIMARY DATA
THE QUESTIONS HAVE BEEN MODIFIED FROM THE ORIGINAL QUESTIONS. THE
MODIFIED QUESTIONS WILL ASK THE CONSUMER SPECIFIC TOPICS AS IT RELATES
TO CLEANING. THE FINDINGS FROM THE STUDY ARE A DEFINITE INDICATION
THAT PRIMARY RESEARCH SHOULD CONTINUE. THERE IS AN AUDIENCE
INTERESTED IN LEARNING MORE ABOUT THE POWERFUL AND HEALTH BENEFITS OF
VAPOR STEAM CLEANING.

11. CUSTOMER
WANTS
• SAVE MONEY
• SAVE ON CLEANING TIME
• VERSATILE CLEANER
NEEDS
• A COST EFFECTIVE WAY TO CLEAN
• SAFE WAY TO CLEAN

12. CONCLUSIONS AND RECOMMENDATIONS
THESE QUESTIONS WILL GIVE SJH GREEN STEAM A BETTER UNDERSTANDING OF
HOW CONSUMERS VIEW CHEMICAL CLEANERS AND HOW TO BEST EDUCATE THE
CONSUMER ON SWITCHING TO VAPOR STEAM.
RECOMMENDATIONS: TO PROCEED WITH THE PRIMARY SURVEY.