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Scrub Daisy Marketing Plan

-2020-

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Eva Davis, Kayleigh Carey, Elliza O’Grady,

Don Parker, Ryana Wagner

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What is Scrub Daisy?

Scrub Daisy is a new line of cleaning sponges specifically designed for certain utensils and appliances in the kitchen area. Like parent company Scrub Daddy, our sponges use our unique Flex Texture to clean a variety of surfaces. Our goal is to ensure that anyone's cleaning experience is made easier in a cute and fun way! This product expands and transforms the designs of the original Scrub Daddy to fit the needs of everyday cleaning with it’s sustainable and refillable features. After all, we are America’s Favorite Sponge!

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What Scrub Daisy Contains

Sunflower piece - Pots and pans
Hyacinth piece - Tall glasses/water bottles
Daisy piece - plates and baking sheets

Fill the wand with soap for quick cleaning!

Keeps the sponges off of the counter, keeping extra germs away!

All with scratch free scrubbing petals!

Safe to use on over a dozen different surfaces including glass, stainless steel, cast iron, and non-stick coatings.

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Situational Analysis

External Environment (Top competitors)	Internal Environment
Scotch Bright	Scrub Daddy variating products
S.O.S	Shark Tank
Clean up!	International brand
Shagun Cleaning	Texture changing sponge patents
Dolphin Mops	Bed Bath and Beyond
American Cleaning Solutions	Strong brand personality

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SWOT

Strengths

Unique packaging
Scratch free product
Easily recognizable from shark tank
Brand Patent “ America's favorite sponge”
Scented products ( Non toxins )
Partnership with QVC
Viewed as a family/ household product
Environmentally friendly products

Weaknesses

Price of product
Isn't as recognizable as other scrub daddy products ( Review from consumers are low)
Usability may be confusing to consumers
May be viewed as a fad versus a long term trend
Lacking promotional elements ( design may not appeal to all generations )

Opportunities

With the pandemic being at an all time high, Scrub Daisy can ensure a clean and safe environment for their customers during this hard time.
Partnerships with hospitals/ daycares
Partner with the food network to expand their brand vertical.

Threats

Other household name competitors ( e.g. Mr Clean magic eraser, Scotch brite, The clorox company
Production time to produce product
Scotch-Brite Advanced Soap Control Brush Scrubber Dishwand ( Consumer friendly )

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Marketing Objective

Our marketing objective is to increase brand awareness and consumer sales by expanding social media presence and digital advertising with sponsored posts and celebrity endorsements.

We hope to increase sales by 20% in the fiscal year 2021.

We also plan to pivot with the pandemic to promote cleaning products more than ever on channels like radio and TV, and doing business to business sales with hospitals and restaurants.

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Product Strategies

Core Product:

Cleaning product
Sustainable/ refillable
Flex Texture makes it versatile

Actual Product:

Cult classic brand
Feelings of happiness from product because the smiling face
Extension of parent company

Augmented Product:

Price is $35
Sold at variety of vendors

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Target Audience

Primary:

Women ages 34-65 who earn an income that is higher than the median, and is the primary shopper in their household. These women are mothers and have families and are looking for the easiest way to keep up with the household messes.

Secondary:

College students ages 18-25 (skew female), people right out of college, and individuals who are living on their own for the first time. These people are looking for the easiest way to keep up with their dishes and household clean, no matter the price. These people also look for sustainable, reusable products.

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Target Audience- Profile 1

This is Lori. Lori is 40 years old and a proud wife and mother of two. She is employed as full time physician’s assistant along with taking care of her family. While having QVC playing while tidying the house one Sunday, Lori came across the Scrub Daisy product and realized it is the perfect (and cutest) cleaning tool for her and her family. The unique daisy design got her daugher excited and eager to help her clean using it. Lori says that the Scrub Daisy helped make cleaning up so much easier for her and her family during these tough COVID times.

Source

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Target Audience- Profile 2

This is Dawn. Dawn is a Junior at Temple University studying Advertising. With her busy class and work schedule, she does not have much time to keep up with the cleaning in her house. Dawn came across Scrub Daisy while doing her grocery shopping, and needed to purchase it. The different types of sponges accommodate all of her needs from washing spoons to getting inside of water bottles. This sponge set made her life so much easier, and is not an eyesore in her kitchen. Dawn believes this product is worth every penny!

Source

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Qualitative Research

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Research Objectives

To identify: If the product is recognizable ( have consumers seen any advertisements for this product)
To evaluate: Does the overall price point match the overall value and packaging of the product.
To assess: Which big box retailers would consumers purchase this product from.
To determine: What attributes should Scrub Daisy change or keep

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Qualitative Research Questions

Have you heard of scrub daisy? If so, are you impressed with the quality of the product?
The current cost of Scrub Daisy is between $24- $30. Would you buy scrub daisy at this price point? If so, why or why not.
What big box stores would you like to see scrub daisy distributed to and why ?
Is the overall packaging and style of Scrub Daisy appealing, and does the product seem convenient and user friendly? If so, explain why or why not
Why are some attributes Scrub daisy should and should not incorporate into the product?

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Qualitative Survey Results

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Product Recognition

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Market Pricing

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Distribution

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Quantitative Survey

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Quantitative Survey Objectives

To Assess: What is the average price consumers would pay for this product.

To Understand: How many hours consumers spend cleaning and using other household cleaning products.

To Determine: How frequently does consumers restock and buy new cleaning products.

To Examine: How consumers view Scrub daisy.

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Quantitative Survey Questions

What is your gender?
What is your age ?
How much would you pay for this product?
Rate Scrub Daisy`s overall design from 1-5
How often do you replace your cleaning supplies ( soap,sponge, rags)
Do you or any of your friends or family own scrub daisy or scrub daddy products?
Would you purchase Scrub Daisy?
If you own a Scrub daddy or Scrub daisy product how often do you use it ?
Do you prefer to use a sponge or rag for cleaning? ( Marketing purposes)

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Quantitative Results

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Research Demographics

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Overall Design & Pricing Results

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Cleaning Supplies Preference / Purchasing Occurrence

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Brand Recognition Results

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Would Consumers Purchase Scrub Daisy Results

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Marketing Strategies

Television: By advertising during late night news and when watching TV with kids, Scrub Daisy will catch the eye of all of the busy mothers who finally have a chance to sit down and relax. The commercials should be all year round, but pulsed in the spring and summer months.
Radio: Advertising during the early morning and early evening will access the people coming to and from work throughout the week. As for the weekend, it will be advertised during the early afternoon to access families and other consumers as well.

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Marketing Strategies Cont...

Magazine: Scrub Daisy can be advertised in family magazines along with magazines that focus on motherhood. These advertisements can be pushed in the spring and summer months, focusing on spring cleaning, especially because the unique daisy design is perfect for these months.
Digital/Social Media: Tabitha Brown has a great following with working moms. Our primary target market will align with her fan base. (More celebrity endorsed mobile advertising will build brand awareness and brand loyalty). We also hope to increase brand awareness with digital advertising.

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Television

Advertisements would most likely be shown on channels such as: ABC, QVC, HGTV, TLC, NickJr, Playhouse Disney, Hallmark, Lifetime, Freeform.
Channels that a have viewers with the demographics of 22-35, with or without children, single or married.

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Radio

Advertising during the early morning and early evening will access the people coming to and from work through the week.

On the air: 7am-9am and 4pm-6pm

As for the weekend, it will be advertised during the early afternoon to access families and other consumers as well.

On the air: 11am-3pm

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Magazine

By including advertisements in magazines that target women, especially wives and mothers, ranging in ages from 34 to 65, Scrub Daisy will catch the eye of readers that fit the target audience for their product.
These magazines include, but are not limited to:

Good Housekeeping
Family Circle
Women’s Day
Better Homes and Gardens
Ladies’ Home Journal
Parents

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Celebrity Endorsement: Tabitha Brown

Tabitha Brown is an American social media personality and actress.

Her platform uplifts others by providing humor, motivational talks, and other positive content.

She will be an excellent fit for Scrub daisy because she incorporates family values and motherhood into her social media posts.

We believe that Scrub Daisy will resonate with Tabitha's 3 million followers, which will expand and grow our products awareness.

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Celebrity Endorsement Continued …...

Scrub Daddy would like Tabitha Brown to incorporate Scrub Daisy into the end of her cooking videos by demonstrating the product and the various uses and benefits that it has.

Tabitha's high energy/comical spirit will elevate and increase Scrub Daisy's digital media presence.

Additionally, she holds the title “World’s Favorite Mom” which compliments our title of “America’s Favorite Sponge”.

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Marketing Strategies cont. - Digital Marketing

Instagram

Sponsored posts that will appear throughout the target audience’s regular feed

Facebook

Targets our primary target audience through sponsored posts that will appear on their timeline.

Filters on Instagram, facebook, and Snapchat stories

User friendly, increasing brand awareness, create buzz

Celebrity Endorsements

Celebrities with a large following from our target audience will use our product in their posts and content.

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Advertising Budget ( Based on the numbers of units moved)

Overall budget: $600,000

Digital Media: $250,000

Social Media: $100,000

Radio: $10,000

Celebrity Endorsement: $90,000

Television: $100,000

Print Ads : $50,000

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Packaging Concepts

Rectangular package that can be opened from the top.
Floral backgrounds (different scenes for different seasons)
Yellows, Oranges, greens, light blue are happy and natural colors

We recommend that the packaging stay the same because people responded well to this design. The colors are also inviting and create brand awareness and consistency.

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We spoke to a Scrub Daddy Employee...

Fun Fact on Scrub Daisy, they’re in the process of making it all white for sleeker kitchens! For this design they have one white sponge head with bristles made called “the cactus” for water bottles and other slimmer shapes. They plan to use this new color on the other sponges as well.

If this product is released, we would recommend changing the packaging to be sleeker or black and white to match the new look of the scrub daisy.

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Pricing

Current Price: $35

New Price Point: $20

According to our research, people were more inclined to buy this product at a lower price point. If we lower the price to $20, we may increase sales by attracting more people to the lower price. Additionally, on Amazon and other vendors, we found that the scrub daisy was sold for $25. Therefore we infer that scrub daddy has lowered its price, but we challenge them to lower it a bit more to attract more sales.

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Promotional Elements

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Promotion Cont.

Celebrity Endorsement

This will be posted in partnership with a personality in the fall of ‘21
Targets both audiences as many women over the age of 25 follow her, but young people could easily follow her and view this content as they are more connected
Creates brand awareness and encourages purchase (could even have a discount code)

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