Hygieia Introduction
Washing your hands properly with soap is one of the most important things you can do to reduce the number of germs, or infections you can spread. The issue that needs to be addressed, is how can we promote good hand washing habits efficiently, to prevent the spread of infectious diseases. For this reason, Kohler will be introducing the “Hygieia” in Q3 of 2016. The Hygieia is a hands free motion detecting sink that dispenses water, and soap simultaneously.
Marketing Objectives
Kohler’s large presence in the faucet industry creates an opportunity to bring new and innovative products to market. Kohlers mission, “At the core of Kohler Styles change. But some things should never be altered, like our commitment to bold innovation
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Such as large businesses, restaurants, hospitals, and schools that are looking for a “peace in mind” of a healthy environment, and are cautious about spreading infection-causing germs. When the product is successful, we can look at moving into the residential market, once we can find a more price friendly alternative in manufacturing costs. Hygieia is a product that can be sold to anyone who is looking to promote a clean environment, and a gracious living. However, some of the features won’t appeal to every buyer, for this reason we will look at focusing our marketing in areas that will see the most return on our investment. For demographics, we will look at the 25-40-year-old population with an income from $50k, and higher. Our marketing will be geared towards the plumbing industry, so we can grow in the commercial and industrial segments. However, we will still focus on an anesthetically pleasing packaging, so we do not lure away potential residential consumers. The reason for this, we will want customers request this product to plumbers when building or fixing up a customer’s …show more content…
These benefits include, efficiency, convenience, low maintenance, saves up to 70% of water. Both products from Toto and Masco are similar in price point ($800-$850). Why potential new customers will go with Hygieia is because it will be first to market of its kind with the dual action soap, and water dispenser feature. This feature promotes good hand washing habits efficiently, to prevent the spread of infectious diseases. When Hygieia is introduced to the market, all companies will take a look at their line of product offerings to make enhancements. I would imagine other major competitors such as American Standard, Grohe, Masco which are sold in wholesalers and big box retailers to start running more on premise promotions to drive sales. However, as Kohler is making profits from organic growth through new products, other companies will be cutting prices, trying to maintain current market share. The Hygieia, will potentially lead to a hold new market segment, that will benefit many
Product life cycle is an important marketing concept which divides the sales history of a product into distinctive stages (Vashisht, 2005). These different stages would present their own opportunities and opportunities and thus call for different strategies for marketing practitioners. Generally, a product would goes through four stages including introduction, growth, maturity and decline. Home theatre products seem to head towards its declining stage with its sales dropped by about 10% in 2012 in Australia (Euromonitor International, 2013). Its profit is also dropping with more generous pricing competition in this market. However, there is a new trend emerging that could transform the competition landsc...
For this, Gillette should also take into account that Shick has cheaper princes in their products for women and should implement a strategy to increase or maintain the customer’s loyalty to avoid them letting themselves buy Shick’s products because it is cheaper. Other thing they could do is to launch a new product to the market that competes with the cheap prices, in other words, it could increase its market share by creating a new product line that targets the same segment that its competitor aims.
With high sales volumes through units sold, we will steal market share from our competitors. Our target consumer will be Millennials age 25-34, who primarily live in urban areas with an annual income of $55k per year. There are currently 273 million people living in urban areas in the United States. Of this population, 90 million have an income of $55,000 per year, but only 41 million are between our target age of 25-34. Based on our survey, 46% of the respondents are the acceptors of our concept, reducing our available market for 18.9 million. With 40% retail distribution, we have a total available market of 7.5 million. First year trial is 30%, further reducing our available consumers to 2.3 million. With a frequency rate of 3, we expect to sell 6.8 million units at $4.19 a jar, for a total first year sales revenue of $28.6 million. This represents 1.4% of the mayonnaise category and 43% of Hellmann’s sales. Based on projected category growth, we anticipate sales to follow this trend and increase 5% year over year (yoy) through
Kimberly-Clark make Kleenex tissues from ancient forest in North America, and the consumption of facial tissue is very high in North American, Japan, Oceania and Western-Europe. All group of people can use Kleenex, and we can find Kleenex tissues in government buildings schools, airports, hotels and hospitals. In addition, Kleenex products are likely to be found in every shelf, in most of the stores. The company makes sure to improve its products by adding nice scent to the tissues, and also by creating a tool called Achoo to predict cold and flu in their living areas. The idea is to get consumers stock up on Kleenex before they get sick, rather than buy supplies when they are already felt bad (Neff, 2013). At this point, the consumers’ behavior can be influenced when they see great improvements on the product.
Sensors can be hooked on the sink and HCW can wear badges that will remind them to wash their hands (Terry, 2014). The smart sinks that beep if a HCW refused to wash their hands for at least 20 seconds will also be used. These technologies will help improve proper hand washing to decrease the rate infection.
AQUAFINA is the answer to an increasing demand. Marketing will play a vital role in the success of AQUAFINA. AQUAFINA must build a brand around the services it offers by heavily promoting itself through local television, radio, and print advertising. Marketing efforts are just beginning by the time a potential customer enters AQUAFINA for the first time. A strong emphasis will be put on keeping customers and building brand loyalty through programs focused on staffing, experience, and customer
We might want to try micromarketing to get our brand and cleaning product to the public.
Access to improved water and adequate sanitation are essential to good health and socio-economic developments (Crow & Odaba, 2010). Sanitation refers to the hygienic management of human excreta through collection, disposal or reuse methods (Ujang & Henze, 2006). Studies have found human excretion as a primary mode of disease transmission, therefore improved sanitation facilities attempts to minimize human contact with excreta, thereby reducing the risk of transmission of potential pathogens (Kawata, 1978; WHO/UNICEF, 2012).
It is being increasingly seen that the market for lifestyle products is growing globally at an alarming rate and purchasing power
As a suggestion, I would recommend the company to provide and improve their R&D department and give more focus on innovative products and getting a proper feedback from the customers. The company should also indulge in health awareness and health care departments, which can socially impact the people and provide a good will to the company. As the saying “Customer is the true king” the company should be responsive to the people, bring out new and improved products which can give them a surety that the enterprise is ecofriendly and humane. To conclude the market study was very successful, it has given us a clear idea about the product responses.
Like any other starting business, Grease Monkey Wipes dealt with obstacles in the household product industry such as start-up costs, government regulations, and product differentiation. The start-up cost for each individual wipe was estimated to be roughly a dollar per wet wipe, which surprised many people. But, the company reassured that the price is sustainable due to the significant amount of registered automobiles, in which allows Grease Monkey Wipes to prosper in the market. Government regulations is another barrier that Grease Monkey Wipes encounters. Due to circumstances, Grease Monkey Wipes are not patented. By having a product patented, the firm is licensed to be permitted the exclusive right to a newly invented product for a periodic length of time. However, the main reasons for the product not being patented is due to the fact that Grease Monkey Wipes is a brand-new company. Because it is a starting company, Grease Monkey Wipes do not have the reliable resources in order to patent the wipes. Another circumstance is the patent regulations enforced. Once a product is patented, the company loses its liable protection with their product, especially with the formula. Therefore, Grease Monkey Wipes are holding off on patenting until the company increases in growth. Lastly, product differentiation plays a major role. Grease Monkey Wipes claims to be different from other product manufactures by its main retailing
...ed in purchasing their products, but the Bluespa Company differs from them in the sense that they will be positioning their market in the lower price quadrant of high quality products. But because the Bluespa Company has not yet established their name consumers could question the difference between products from Clinique versus a product from this company. This company needs to market in a way like no other skin care line has ever done it, so that they are able to attract customer and satisfy their everyday needs if not much more. The strength, weakness, opportunities and threats are all things to consider when opening up a business for the first time and these are just a few examples of the Bluespa Company’s SWOT Analysis.
Green cleaning products and procedures are becoming prominent as environmentalism becomes mainstream and new environmental regulations pass; businesses should keep in mind the benefits of being green. For all types of cleaning, there is an opportunity for businesses that use the new technology to advance over the many
This strategy relates to the introduction of current products into new markets to capture the growth as well as compensate for sales reduction in developed economies. A remarkable instance is that Unilever gained success in launching its Magnum ice creams in the Philippines and Malaysia in 2012 while the brand continued to operate well in the US and Indonesia. Besides, in 2013, laundry brands like Surf and Omo were successfully launched in Morocco and the Philippines respectively. Moreover, the expansion of the soap brand of Unilever, Lifebuoy also proves the success of its market development strategy. Initially, this brand was launched in India by Unilever during epidemics as a powerful germicidal and a disinfectant. Until now, the brand has presented in many emerging markets like China, Vietnam and Indonesia and become one of the important products in the daily life there. In practice, Unilever has undertaken three ways for developing market for its categories: (1) increase market penetration; (2) increase consumption and (3) encourage the consumers to buy higher value products. Putting market development into practice requires a rigorous consistent approach in all Unilever categories. Therefore, during 2009, its global category development teams made every effort to create market development model for every category. These
... maintain a comfortable restroom environment. The working function is with the additional water flushing mechanism on the toilet seat ring, users will have a pleasant experience when sitting on a sterile toilet. With simplified design and stable operation, the sanitizer minimizes the cost and the entire product is eco-friendly as well as energy efficient.