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Transcript
Cleanliness 3.0
first thoughts on brand’s strategy
insight
In Romania if you have the money to buy expensive cleaning equipment, you also have the money to hire
someone to clean your house.
This woman has little time on her side
which she wants to fill with:
MEANINGFUL EXPERIENCES
FUN ACTIVITIES QUALITY TIME WITH HER
FAMILY PROFESSIONAL COURSES
AND READINGS
AND SHE PAYS THIS WOMAN
TO TAKE CARE OF HER HOUSE,
WHILE SHE IS AWAY
problem
why would anyone pay a lot of money for something they don’t even get the
chance to use?
now let’s go back to what we know
brand’s background
TARGET=families
POLTI BRAND VALUES
recyclable
environmental-conscious
innovative
safe and responsible
family-friendly
How can we use POLTI brand values to get closer
to our target?
1. Know your audience
Parents want the best for their children in terms of health, well-
being and safety
They eat healthy with organic food
Clutter less, simplify more
Seek natural play environments
Use non-toxic cleaning products
2. Offer something valuable to your audience (e.g. solve a problem they
face)
One current issue in urban, modern households remains:
DUST
DUST mites are responsible for allergies and asthma. Mites are found in mattresses,
bedding, carpets.
families POLTI
value
product innovation
children’s education and safety
can helpthrough
Dust is one strong cause to fight against
which can bring families and Polti closer
Product attributes
Families need
- Steam & water natural system to prevent dust from spreading;
- Latest cleaning technology;- Low energy consumption