Windex brand audit presentation. Tiffani, Nasser, Adham
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Brand Challenges Renewing the brand identity For 75 years Windex has been the “Glass Cleaner” As the brand expands it’s product line it is struggling to get consumers to understand that Windex products bring value, beyond glass cleaning Shift in Home Cleaning Trends The amount of time people spend on housework is decreasing Consumers are getting busier and busier = major cleaning occasions occurring less and less Trend towards touch-up cleans vs. deep cleans Private Label Competition Private label brands growing twice as fast as national brands Improved copycat packaging Able to boast similar product attributes and retail at a lower price point
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Windex brand audit presentation. Tiffani, Nasser, Adham
- 1. Team Members: Naser Matar, Adham Fari & Tiffany Merz ALL INFORMATION IS CONFIDENTIAL AND PROPRIATARY – DO NOT SHARE
- 2. Review Brand Challenges Recap Interview and Survey Discoveries Provide Brand Recommendations
- 3. Renewing the brand identity For 75 years Windex has been the “Glass Cleaner” As the brand expands it’s product line it is struggling to get consumers to understand that Windex products bring value, beyond glass cleaning Shift in Home Cleaning Trends The amount of time people spend on housework is decreasing Consumers are getting busier and busier = major cleaning occasions occurring less and less Trend towards touch-up cleans vs. deep cleans Private Label Competition Private label brands growing twice as fast as national brands Improved copycat packaging Able to boast similar product attributes and retail at a lower price point Based on our surveys and brand interview these are accurate and most important to the brand Private label is least concerning because Windex Original owns more then 70% of glass cleaning category
- 4. Monique Mordica: Promotions & Shopper Marketing Manager for all Home Cleaning Products Key Learning's: Primary Windex Brand Objective: Gain a greater share of surface cleaning occasions beyond just glass 10 yrs. ago = focus was 100% glass 5 yrs. ago = focus became multi-surface Shift in focus due to top two challenges identified Advertising Shift Pre- 2008: All about Glass TV, Magazine and Free Standing Inserts Perfectly calm mom in a very serene setting Post-2008: All about surfaces beyond glass – toaster, fridge, kitchen surfaces All of the above PLUS Digital FSI’s, Facebook, Digital Coupons, and more retail specific programs Hectic mom showing the final, clean home
- 5. KEY LEARNING #1: WHEN PEOPLE THINK OF THE WINDEX BRAND THEY THINK OF WINDEX ORIGINAL BLUE GLASS CLEANER 8 out of 8 brought WINDOW image 5 out of 8 brought in a picture that represented the color BLUE 4 out of 8 brought SPRAY BOTTLE image KEY LEARNING #2: FEELINGS ASSOCIATED WITH BRAND VARIED SIGNIFICANTLY It gives me a feeling of cleanliness It makes me feel unsafe because of the chemicals It makes me excited – I love to clean It gives me a complete feeling, task complete Usually something grosses me out, so then I go and grab Windex
- 7. 100% 98% 97% Percent of Respondents 80% 60% 40% 20% 0% 47% 27% 27% 25% 22% 9% 8% 7%
- 8. ALL had Windex Original Blue 8% had Windex Multi-Surface 3% had Windex Electronics 1% had Windex Touch-Up 0% had Outdoor
- 9. Windex Touch-Up Cleaner Windex Electronics Wipes 2% 3% 7% 10% 48% 58% 40% Windex Multi-Surface Antibacterial Cleaner 12% 10% 35% Windex Original Blue 0% 0% 32% Windex Outdoor Glass and Patio Cleaner 3% 3% 15% 35% 47% 88% 58%
- 12. • •
- 14. Personal Experience Live Demo Events Direct Mailers with Sample Sizes Word of Mouth Blogger Programs Facebook and Twitter Campaigns Internet Email Blasts Targeted Banner Ads Paid Search Campaigns How-To Videos online Larger TV Presence Revise the current media plan to incorporate larger networks and/or major events Improve commercial content to be more engaging
- 19. Windex® Glass Cleaners Original Blue I Crystal Rain™ I Wipes I Foaming Windex® Electronics Windex® Outdoor Wipes I Cleaner All-In-One I Glass and Patio Cleaner More Ways To Shine™ High-quality shine, for your high-tech toys A clean that shines, inside and out Windex® Multi- Surface Windex® Touch-Up Cleaner Antibacterial I Vinegar I Glade® Vibrant Bloom™ Kitchen, Glistening Citrus® I Bathroom, Fresh Scent I clean & shine almost anything DAB IT. CLEAN IT. DONE!™