The document outlines Zero Odor's creative plan to target the pet care market. It discusses conducting market research including a SWOT analysis and competitor analysis. The strategy is to position Zero Odor as a scientific odor remover. The creative execution includes a mascot "Odor Rescuer Zac" in TV, magazine, digital, social media, email and event marketing. The budget will be used for various exposures and engagements to increase brand awareness and sales by 20% by 2015.

1. MONA QIU
KARUNA R BLANI
VANESSA ZHU
RACHEL WEN
LEON LIN
ZERO ODOR
CREATIVE PLAN

2. ● Company
Analysis
● SWOT
● Market Analysis
● Competitor
● Consumer
AGENDA
● Objective
● Strategy
● Creative
Execution
● Budgeting
● Control

3. COMPANY ANALYSIS

4. Zero Odor LLC
Established in 2004
Headquarters in Litchfield
Made in USA
COMPANY BACKGROUND

5. ZERO ODOR
(Air Care)
ZERO ODOR
LAUNDRY
(Laundry Care)
ZERO ODOR
PET
(Pet Supplies)
PRODUCT

6. PLACE
AMAZON
HOME DEPOT WALGREEN
CONTAINER STORE TARGET
PLACE

7. PROMOTION
From Cable Channels to Retail Outlets

8. SWOT ANALYSIS
Strength
1. The ONLY product that can completely &
permanently eliminate order on a molecular
level.
2. Non-toxic formulas.
3. Zero Risk Guarantee
4.Remove unpleasant smells, restore to the
original state
Weakness
1. Low brand awareness.
3.Lack of multi-functional products.
(EX: cleaner+ odor remover)
4. Lack of product format. (ex: wipes)
Opportunity
1. Consumers’ fondness on natural, less
chemical ingredients
2. The integration of new/multi functional
benefits
3. Fast growing pet market.
4. Mom are not loyal to non-food/beverage
brands.
Treats
1. Strong competition in the air care
industry.
2. People’s strong perceptual
association between scents & air
freshener
3. Large product varieties offered by
competitors.

9. MARKET ANALYSIS

10. MARKET OVERVIEW
6% 22%
Billion
4%

11. PERCEPTUAL MAP
Price
Effectiveness

12. Price
Effectiveness
REAL MAPREAL MAP

13. Hyper focus on the
pet market
• Highest growing
market
• Product DNA
• Price
• Lack of strong
competitors
• Target Consumer
Needs
STRATEGY-TARGETING

14. CONSUMERS PET OWNERS
• Age: 25-44 Adults (52%/total, mostly White)
• With children
• Own dog or Cat
• HHI:750-150K
➔102 millions
• Have higer income and
most of all with no debts
• care about HH finances
• not very selective about
the brands
• Family TV Shows
• Read parenting
magazines or pet
related magazines
• Buying other pet
supplies
• Care about their family
and pets' health and
wellness
• Personal iamge, social
Status and personal
relationship
• Walk their pets daily
• Go picnic with family
and pets
• Outdoor activities with
pets
• Shop Online

15. STRATEGY

16. ZERO ODOR
SCIENTIFIC
ODOR
REMOVER
ODOR
MASKER
POSITIONING

17. MARKET CATEGORYPET CARE MARKET CATEGORY

18. MARKET SHARE

19. Price
Effectiveness
COMPETITORS
Bissell
$9.99
Nature’s Miracle
$ 10.49
Arm and
Hammer
$ 3.39
Oxy Fresh and
Clean
$8.38
Febeze
$4.94
Clorox
$ 5.02

20. Value/Impact: Clean and Confident; Odor Protected
Emotional Benefit: Instant Gratification, Joy ,
Relief, Non embarrassment, Freshness
Functional Benefit: Removes Odor completely
from source ; Brings Odor down to 0 level
Features: Odor eliminator with Molecular Bonding
technology
LADDERING

21. CONSUMER
Fragrance
Smell
Reliever
ZERO ODOR
COMPETITION
Brings odor down to zero. Remove odor from
its source on a molecular level.
UNIQUE SELLING POINT
chemical

22. OBJECTIVES

23. Marketing Objectives
● Increase brand awareness by 20% by 2015 in the air care
and pet care market.
● Increase sales by 20% by 2015.
Advertising Objectives
● Build a strong brand image among pet owners for a
relatively unknown company
● Demonstrate product’s effectiveness
● Shifting client’s perception on odor neutralizer
OBJECTIVES

24. CREATIVE EXCECUTION

25. ZERO ODOR
pres
ents
Odor Rescuer Zac
Efficient
Brave
Effectiv
e
Reliabl
e

26. ZERO
ODOR ZERO
ODOR
ZERO
ODOR
ZERO
ODOR
IN CASE OF
ODOR
PROBLEMS
Call 1800-ZERO ODOR
ODOR SERVICE
DEPPARTMENT
ODOR
ALARM

27. CREATIVE EXECUTION TV

28. MAGAZINE
CREATIVE EXECUTION
CREATIVE EXECUTION

29. CREATIVE EXECUTION EVENT
Mr Zero Odor’S ODOR RESCUE MISSON
• Dog parks
• High pet owner population
• Let our employees dressed
like Odor Rescuer to walk
into those areas.
• Show the product efficiency
• Free sample

30. DIGITAL
CREATIVE EXECUTION
CREATIVE EXECUTION

31. SOCIALCREATIVE EXECUTION
Facebook Instagram
Pinterest Twitter

32. SOCIAL
CREATIVE EXECUTION
CREATIVE EXECUTION
Facebook
• 5 steps to remove pet odors
• How to
Useful tips for pet
owners
• How to make Swedish meatball
• 3 Signature Swedish desert menus
• Sharing big event informationEvent Information
• Products’ general information
• Sharing Zero Odor ads and videos
Brand information

33. SEM
CREATIVE EXECUTION
CREATIVE EXECUTION

34. SEO
CREATIVE EXECUTION
CREATIVE EXECUTION

35. OOH or RADIO
CREATIVE EXECUTION
CREATIVE EXECUTION
ODOR ALARM

36. EMAIL
CREATIVE EXECUTION
CREATIVE EXECUTION

37. CREATIVE EXECUTION
BUDGET

38. Exposure Engagement Action
# views
# visits
#impressions
TRPS,GRPS
# Likes
# Followers
# Click-Thru
#Recommend
Comments
# Shares
#Participants
# Purchases
# Store visits
CONTROL
Increase brand awareness by 20% by 2015
Increase sales by 20% by 2015

39. REFERENCES
• http://answers.google.com/answers/threadview?id=430329
• http://www.zeroodor.com/about/
• http://foothillstrader.
com/articles/2012/03/08/news/local_business_news/doc4f5
60b189f2e3988954889.txt?viewmode=3
• http://cygstarz.hubpages.com/hub/Zero-Odor-The-Only-
Odor-Removing-Spray-Youll-Ever-Need

40. THANK YOU