Dawn Spray-On!
Choose the Target Market for Your Product, and Describe Your Target Market in Detail
The product’s target market is everyone considering that we are all involved in cleaning up at one point in the course of the day. However, we will split the ‘everyone’ into categories depending on how they use the product. The first target market is the working class women who are between the age of 24 and 40. This group is targeted due to their awareness of beauty and therefore the need to maintain a good looking skin. No woman wants to do a clean-up in their house or laundry and end up with cracked hands, or some scaly and dry skin. The cleaning product is therefore perfect for this group of women because it does not have these negative side effects. At the same time, this group is mainly concerned with ensuring cleanliness in their homes or even offices. This means that the cleaning product will come in handy.
Besides, this group of women are people who are involved in the food industry. We all understand the process involved in this activity. Too much fats and oils end up being used, and so dishes, clothes, hands and kitchen surfaces are often left looking greasy and messy. The product is produced in such a way that it strips grease effortlessly. In cases where the customer is in a hurry to clean up, they do not have to leave the job for later. The customer can simply spray the product on them and then pre-soak them in water for just a few minutes. They can then be quickly rinsed since the product does not stick to the dishes.
Cleaning greasy surfaces has never been made easier as the customer only needs to spray the product on a clean piece of material and then dab on the stained spot. Laundry is also made easier for everyone. Customers do not need to worry about parties and the aftermath since they can simply soak the stained clothes and then clean them as usual without the need to scrub or rub too much. Mechanics are a group of individuals who have to deal with excess grease from vehicle products. Not only is this cleaning product an efficient cleaner for these types of stains but will also leave the vehicle spotlessly clean and smelling good. This means that besides the home, hoteliers can now spend less on cleaning agents since the cleaning product will leave their tables, besides their utensils and equipment grease and dirt free.
Animal lovers are the other targeted market group for the product. Animals often produce oil to keep their coat water resistant and glossy. This often leaves them extremely dirty. Dawn Spray-On not only renders the cleaning activity easy but also makes it fun since there is no need to rub the soap on every part of the animal. The customer will simply spray and use their brush or material to clean the animal then rinse them as usual. Besides, the cleaning product has several scents which means that the customer is spoilt for choice when it comes to determining what scent should be left on their pet, surfaces or clothes after cleaning.
Another target group is those individuals who love to use the product just because they have a trust-based relationship with the manufacturer of the product. These are a sensitive group because they are loyal to the manufacturing industry, and they are therefore most likely to voice their satisfaction or dissatisfaction with the product since they consider themselves as ‘partners’ with the manufacturing industry.
Besides all these market target groups, cleaning industries will be the biggest gainers of the product due to the nature of their work. All the cleaning tasks mentioned above are included in this industry. Furthermore, cleaning will not only be made easier, but the companies will also save a lot due to the fair pricing of the product. To add on to that, individuals who like to stay green will also be targeted since the product containers are recyclable, and so we are participants of keeping our environment green.
Create a New Product That Would Appeal To Your Market
As we have seen from the target market groups, there has to be one product that should cater for all those cleaning needs. The product therefore has to be a multipurpose product that has to work in accordance with how the customer sees it in their minds. DAWN Spray-On is the miracle cleaning product that will change the lives of all these customers. DAWN Spray-On is a cleaning formula that is produced with minimal soap with the objective of producing maximum results, generally bringing down unnecessary solvent waste.
The fact that we will be working with Procter and Gamble makes the process together with its launch to our target market groups an exciting venture. The concept of DAWN Spray-On was subsequent to the DAWN cleaning product by the company that has recorded an amazing reputation in the soap industry and is trusted by consumers worldwide. This gives us the chance to work with this reputable company to create this DAWN Spray-On as a means of seizing this opportunity.
The specialty of this cleaning product is that along with multipurpose cleaning, the product is a great grease stripper that needs very little water to rinse. This is unlike other soaps which focus on one spot/function. The price costing of DAWN Spray-On is fair enough such that it is 30 to 40 percent below the liquid foaming dish soaps in the industry. To add on to that, DAWN Spray-on cleaning product is convenient due to its composition and its watery nature which makes it easy to use. Its packaging ensures that spraying is made easier, and so the client can work with this cleaning product on one hand and a cleaning clothing material on the other to clean surfaces.
Develop At Least One Question for Each Characteristic of the Target Market (Demographic, Geographic, Psychographic, and Behavioral) That Will Be Important For You As You Determine the Marketing Strategy for This New Product
The target demographic for DAWN Spray-On will be working-mothers with young children and moderate household incomes. How safe is this cleaning product considering that these young children could easily come into contact with it? The target psychographic segment would include families with a lifestyle that is hectic, such as those with children in extracurricular activities.
The demographic and psychographic market segment would likely congregate in suburban areas. Suburban areas will provide easy access to urban areas to provide ample job opportunities for the parents, while also providing open areas and extracurricular activities for the children.
We have concentrated so much on what DAWN Spray-On could do for the suburban residents. Is this cleaning agent not good enough for people living and working in the rural regions for example farms? Behavioral factors to consider would be these busy families desire to quickly clean up the kitchen on the go. The last thing they need is to go back home to carry out a cleaning task after a long day at work, or when they have plenty of other tasks that await to be completed. How do we convince this group that DAWN Spray-On is efficient enough? The last factor is about the age group of women who are between the ages of 24 and 40, and have schooling kids. This group should be earning about $100,000 annually. While the costing factor is a consideration, what are the factors about DAWN Spray-On that makes it this economic besides the pricing factor?
Recommend the best methods of conducting marketing research to answer these questions. Be sure to include why you chose these particular methods. Outline the steps you will take to bring your product to market from idea generation to commercialization, using a multi-step product development process.
Primary and secondary research methods would be the best to answer these questions. Primary research method would be useful to us as we will collect the information first hand from the customers. This way, we will be able to find out what customers who use Procter and Gamble’s DAWN feel about the product. At the same time, we will gather information that will help us to see those areas that need to be corrected to make the cleaning product a better DAWN Spray-On product (Wenzel, A. 2012).
Secondary research method will be very useful because Procter and Gamble already have product and market statistics about their initial product; DAWN. From this information, we will be able to gather facts about the performance of that product and will be able to project a product and market performance strategy for DAWN Spray-On. We will benefit from this research method since it will have no expenses and will at the same time be quick to accomplish.
Regarding primary market research, we will involve focus groups where we will gather a group of people who have something in common in a room and begin to ask them insightful questions about DAWN. In this case, it will be best to gather working mothers who have young children in their homes. Trials and experimentation for the DAWN Spray-On will also come in handy as we will have the opportunity to demonstrate exactly how the product works to the customers. This way, we will be able to gain their trust.
In secondary market research, we will look at the internal sources from Procter and Gamble to see how DAWN has been performing. These will include their balance sheets, profit and loss statements, inventory records as well as the sales figures. It will also be useful to check out external sources such as competitor data.
References
Wenzel, A. (2012). The entrepreneur's guide to market research. Santa Barbara, Calif: Praeger.
