Fantastik All-Purpose Cleaners

Case fantastik All-Purpose Cleaners happen upon ending Develop a blot strategy to increase fantastiks sales and maintain its leadership position in the increasingly militant all-purpose cleaner market. Problem/Opportunity fantastik has limited financial resources to labor and develop its brand. Also, other heavy price discounting and tender grittyer-priced cleaning reapings engage threatened fantastiks market leading position. Thus, fantastik needs to lower its retail price or innovate product categories to attract and maintain customers.Stakeholders Johnson family make from the profits earned and success of the business. Customers need the strong cleaning dish provided by the cleaners. Employees need a stable and safe working environs and expected salaries. depth psychology Internal fantastik has leading brand equity in industry and strong social responsibility that commit to communities and the environment, thus customers who keep abreast green lifestyle could be loyal to fantastic. Moreover, fantastiks retail price $3. 9 is relatively exalted comp atomic number 18d with its competitors, thus it may lose customers who are price sensitive. External Consumers are moving towards environmentally friendly products, it gives fantastik a good opportunity and competitive advantage to compete with other competitors. Consumer psychoanalysis The target market is women aged from 25 to 49 who are prudent for the cleanness at home and has upper household income. They are concerned round quality of life, thus they prefer to purchase product with high quality.Competitive Analysis The competitors are other all-purpose cleaners such as Lysol, blue-blooded Off Bam, Mr. Clean, Vim, Hertel and private label. Those competitors offer lower retail price than fantastik and bear strong cleaning function. Especially, private label products have the advantage of high margin for retailer and good shelf space. Alternative Marketing Strategies Decision criteria 1. Maint ain competitive market share 2. Commit to environment 3. divvy up limited financial recourses successfullyAlternatives 1. Develop new form of product and agreeable with environmental responsibility. 2. Reduce retail price to remain competitive in the market. 3. Develop new scent of fantastik. It will cost too practically to do market research and test and its easy to be copied by competitors. Recommendation Decision fantastik should develop new form of product and be consistent with environmental responsibility to attract more customers and repair household penetration, thus it can extend its product life cycle.Implementation visualize Marketing Strategy Target women aged from 25 to 49 who are responsible to do the cleanness of home and position high quality and useable benefit of product. Marketing Mix Produce higher quality and new function product and commit to environment responsibility to earn brand equity from customers, and use higher retail price to indicate its high q uality and make profit through with(predicate) high margin in the beginning.Moreover, company should use personal selling, product show and shelf announce as promotion strategy. Finally, company can choose convenience stores close community as distribution centres in addition to major grocery, medicine and mass merchandisers. Expected Results fantastik can increase its dollar share by 4% in 2007 and keep its market leading position through implementing the marketing strategy.