Simple Green Marketing Plan

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Table of Contents

1. Executive Summary ...........................................................................................................2

2. Situation Review ................................................................................................................3

3. Marketing Communications Situation ............................................................................4-7

a. Brief Mention of Competition

b. Positioning Statement

c. Positioning Statement Rationale

d. Current Newsworthy Information

4. Target Audience Analysis ................................................................................................7-9

5. Objective ............................................................................................................................9

6. Strategic Idea...............................................................................................................10-11

7. Tactics .........................................................................................................................12-20

a. Public Relations

b. Internet Marketing

c. Sales Promotion

d. New Advertising

e. Final Thoughts

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Executive Summary

In order to gain a competitive advantage in the market of green cleaning products,

Simple Green needs to focus on the main opportunity of generating awareness that the product

can be diluted to effectively clean while saving money. Simple Green’s concentrated formula is

a key characteristic that sets it apart from other green cleaners, so this must be emphasized.

Many green consumers are basing their brand decisions on price due to the recently struggling

economy, so Simple Green must make consumers aware that the product lasts longer than any

other green cleaner, thus saving them money. To generate awareness, Simple Green will

become a supporting sponsor of the annual green festival event, the largest sustainability event

in the world, which is attended by key members of the target audience. Demonstrations will be

done at the event, and attendees will be given a discount if they purchase Simple Green. The

Simple Green website will also be expanded to host blogs and allow web visitors to become

members of the site, allowing for member exclusive discounts and chances to win Simple Green

products. A virtual game will also be created in which players must use Simple Green, and other

go green tactics, to fight pollution and harmful chemicals in the world around them. A Simple

Green Rewards section will be added so that proofs of purchase can be submitted to receive a

free trial size bottle. Sales promotion will include a coupon giveaway at organic stores, grocery

stores, and online. Participating stores will be provided with floor stickers to lead customers to

the product, which will have special eye catching packaging. Advertising will be done on the

sides of shopping carts, on outdoor billboards, and on the top of pumps at gas stations. These

new approaches to advertising will all focus on the benefit of saving money with Simple Green.

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Situation Review

SWOT Analysis

Strengths

Cheaper cost per use, one bottle of

Simple Green can be diluted to make 10

bottles of household cleaners

Green Seal certified

The original green cleaner

Nontoxic and safe to use around

children and pets

Weaknesses

Many consumers are unaware that

Simple Green can be diluted to save

money and make the product last

longer

Limited promotions and coupons

available to consumers

Not enough advertising to gain

awareness

Opportunity

Generate awareness that Simple Green

can be diluted to effectively clean

while saving money

Threats

Green cleaning products from already

established, well known brands such as

Clorox

Consumers unaware of the benefits of

green products

Consumers not interested in green

products

The main opportunity is to generate awareness that Simple Green can be diluted to save

money because this is a distinguishing characteristic that sets Simple Green apart from other

green cleaners. Simple Green can gain a competitive advantage by leveraging this.

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Marketing Communications Situation

Brief Mention of Competition

Clorox Green Works:

Green Works was launched by Clorox in early 2008 in order to enter

the environmentally friendly cleaning product category. The

introduction of Green Works allowed Clorox to be the first major

consumer products company to offer a green cleaning product line. Clorox Green Works is

available in a ready to use formula, unlike Simple Green all purpose cleaner. As Simple Green’s

largest competitor, Green Works captured 42% market share after just one year.

Seventh Generation:

Seventh Generation has been producing

environmentally friendly cleaning products for the past

20 years. The company is socially responsible and

donates a portion of profits to various organizations.

The Seventh Generation website allows members to

receive special discounts and participate in blogs

and forums.

Simple Green Positioning Statement

Concentrated

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Among environmentally conscious consumers, Simple Green is the brand of green cleaner that

is cost efficient and safer for families and the environment because it is the original nontoxic,

Green Seal certified, biodegradable green cleaner.

Positioning Statement Rationale

This positioning statement accurately defines the Simple Green brand for the consumer.

It outlines key characteristics of the brand so that consumers have a better

understanding of why they should use Simple Green all purpose cleaner. It

is very important to stress the benefit of cost efficiency because many

consumers are not aware that Simple Green can be diluted, making the

product last longer and saving them money. This is also important because

many green products tend to be more expensive than non-green cleaners. If consumers are

aware that Simple green is better for their health, the environment, and their wallet they will

be likely to use the product. Price is a determining factor for many consumers, especially in a

struggling economy, so it is vitally important to list the benefit of cost effectiveness first.

It is also important to include that Simple Green is safer for families because this is a

key distinguishing factor that allows Simple Green to stand out among other green cleaning

products, as well as non-green cleaners. Informing consumers that

Simple Green is the original green cleaning product is vitally

important in order to increase trust in the brand. Consumers will be

more willing to buy the product if they know that it is a trusted brand

that has continued to offer results for many years. The Green Seal

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certification must be included in the positioning statement because it proves that the product

will improve the environment by reducing toxic pollution and waste, conserving resources and

habitats, and minimizing global warming and ozone depletion. Additionally, the Green Seal

informs consumers that the product increases health and wellbeing, especially in populations

that are affected by product choice, such as schoolchildren, service staff, and the elderly.1

Current Newsworthy Information

A recent study conducted by Grail Research demonstrates that the struggling economy

does not have a negative impact on the purchase intentions of green consumers.2 The findings

of the study are presented in the pie chart below, demonstrating that the majority of green

consumers continue to purchase green products despite the recession.

41%

19%19%

16%2% 3%

Impact of Economic Recession on Green Shopping (n=520)

Buying same quantity of green products, but less expensive ones

Reduced usage of green products that I buy

Switched some of my green products to conventional

Increased my usage of green products

switched all of my green products to conventional

others

1 Green Seal. (2009, November 1). Benefits of green seal. Retrieved from http://www.greenseal.org/about/benefits.cfm

2 Grail Research. (2009, November 12). The green revolution. Retrieved from http://grailresearch.com/About_Us/FeaturedResearch.aspx?aid=90

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Even though 76% of consumers have changed their purchase behavior, they have

continued to stay true to green products.3 This is extremely important because Simple Green

has the ability to gain customers from competitors. Simple Green must make consumers aware

that it is the most cost efficient green cleaning product, resulting in more consumers choosing

Simple Green during a time when saving money is a main concern. Green consumers have

shown that their purchase intentions have not changed, but price is a determining factor.

Proving to consumers that Simple Green is the most product for their money will allow Simple

Green to gain a greater share of the market and increase profits substantially.

Target Audience Analysis

Simple Green Target Audience

Environmentally conscious consumers

Committed to going green

Dedicated to social responsibility

Eager to learn new ways to help the environment

Aware of the impact that small lifestyle changes can have on the environment

Based on behavior and dedication to going green, not necessarily age

Mostly women, because women typically do the household shopping

3 Grail Research.

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Green Consumers: Natural Marketing Institute’s Consumer Segmentation Model

This consumer segmentation model is valuable to Simple Green because it describes the

current target audience (LOHAS and naturalities), as well as other segments that should be

targeted (Drifters, conventionals, and unconcerned). Each segment is discussed in detail:

Lifestyles of Health and Sustainability (LOHAS):

Consumers who are dedicated to health and the

environment. Purchase environmentally friendly

products, support advocacy programs and are

committed to the environmental movement.

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Naturalities:

Consumers who are focused on natural/organic consumer packaged

goods but not environmentally friendly durable goods. They are not

committed to the environmental movement like LOHAS consumers.

Drifters:

Consumers focused on other factors, such as price, rather than the environment. These

consumers tend to have many reasons to explain why they do not make environmentally

friendly choices.

Conventionals:

Consumers who do not have the attitude of going green, but may

contribute to the environment by recycling or trying to conserve

energy.

Unconcerned:

Consumers who are uninterested in the environment and do not practice environmentally

responsible behavior whatsoever.

Objective

To generate awareness that Simple Green is the most cost effective green cleaning product.

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Strategic Idea

Simple Green will generate awareness that it is the most cost effective green cleaning

product during this time in which green consumers are looking for environmentally friendly

brands that also allow them to save money. Informing green consumers who are interested in

improving the health and wellness of their families and the environment that Simple Green is

the best green cleaner for their money will give them yet another reason to purchase the

product. This is an opportunity for Simple Green to gain a competitive advantage because green

consumers are looking for a brand that promises to help their health, the environment, and

their wallet. This strategy of cost efficiency is a good idea because Simple Green has mainly

focused on the fact that the product is safer for children and pets in the past, so taking this

different approach will lure green consumers who are already aware of these benefits to the

product.

In order to meet this objective, Simple Green will use public relations to build

awareness that Simple Green is the most practical and effective green cleaner because it is sold

as concentrate that can be diluted to make the product last longer. This will be done in the

form of event sponsorship for the annual green festival event.

Simple Green will expand internet marketing by hosting a blog that allows consumers to

interact with one another and share information and tips on how to live a greener lifestyle.

Consumers will have the ability to become members of the site in order to receive member

exclusive offers and discounts. A Simple Green rewards section will be created where proofs of

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purchase can be submitted for a complementary trial size bottle of Simple Green. An interactive

Simple Green game will also be created for the website.

Sales Promotion will be utilized by offering a coupon to urge green consumers to try the

product. Generating trials of the product will help to expand the current customer base

because consumers will have a reason to repurchase. When consumers try the product, they

will realize that Simple Green lasts longer than ready to use green cleaning product solutions

and will see the benefit in purchasing Simple Green over competitors. The coupon will be

distributed in organic stores and grocery stores, where the consumer can immediately take

action and purchase the product, as well as on the Simple Green website. Participating stores

will be provided with floor stickers to lead customers to the product, which will have special eye

catching packaging to attract even more attention.

In addition to coupons, an unconventional way to reach the target audience will be to

advertise on shopping carts in organic food stores and other sales locations that are dedicated

to the green initiative. These advertisements will take up the entire side of the shopping cart.

Simple Green will also utilize outdoor billboards for advertising. These billboards will be

cleverly designed to attract attention and will also focus on the theme of saving money with

Simple Green.

Lastly, Simple Green will advertise in gas stations. The advertisements will be placed at

eye level on top of the gas pumps to guarantee that consumers will see them while filling up

their tanks. This type of advertisement is beneficial because it is presented in an environment

free of clutter.

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Tactics

Public Relations

Green Festival

To increase awareness of Simple Green as a cost

effective environmentally friendly cleaner, Simple Green

should become a sponsor of the annual green festival event.

Green Festival is the perfect opportunity for Simple Green to

generate awareness because it is the largest sustainability

event in the world that continues to expand every year. By

becoming a supporting sponsor of this event, rather than a

major sponsor, Simple Green will be able to gain awareness without spending the entire

budget. Obviously, a press release should be distributed detailing Simple Green’s participation

in the event.

Marketplace

The Green Festival event is

attended by individuals as well as

business and community leaders

that are dedicated to teaching

others about their impact on the

environment. The event boasts of a marketplace containing more than 350 environmentally

friendly businesses, which is the ideal place for Simple Green to spread awareness that it is the

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most cost efficient green cleaner. Green festival is the only green event that actually screens

exhibitors for their commitment to sustainability, so Simple Green’s Green Seal certification will

carry more weight at this event and help to make consumers aware of Simple Green’s promise

to the green initiative.4

Demonstration Area

While in the marketplace at green festival, Simple Green should set up a demonstration

area that shows customers how to dilute the concentrated product. This will be very beneficial

because consumers will have the ability

to actually see for themselves how far a

small amount of Simple Green can go to

fight tough stains. The mixed solution

should obviously be used on various

stains that are created right in front of

consumers so they have the opportunity to see the Simple Green promise for themselves.

Simple Green should also offer consumers a discount on the product if they choose to purchase

it at the event, and a coupon to save on Simple Green in the future.

The Perfect Event for Simple Green

This event is ideal because it is held in 5 major cities, Seattle, San Francisco, Denver,

Chicago, and Washington DC, and is attended by consumers dedicated to the green initiative

who purchase environmentally friendly products. The green festival will allow Simple Green to

spread awareness and gain LOHAS customers.

4 Green Festival. (2009, November 12). About green festival. Retrieved from http://www.greenfestivals.org/about/

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Internet Marketing

Host a Blog

The Simple Green website currently allows users to view testimonials and submit their

own experiences with the product. This will be expanded by hosting a blog that will allow users

to interact with one another so that they can not only share product experiences, but also

other tips and methods for living a greener lifestyle.

Become an Exclusive Member

Consumers will have the ability to create a user name and become a member of site,

which will give them access to member exclusive discounts, much like the Seventh Generation

site, and chances to win Simple Green products. This will be another method to prove Simple

Green’s promise as the most cost effective cleaner because users will have the chance to earn a

complementary bottle of Simple Green for their participation on the website. Simple Green will

be proving to consumers that their loyalty and trust in the brand is important and that Simple

Green can satisfy their cleaning needs while helping to save them money. This will appeal to

LOHAS and naturalities, but also to drifters who are looking to save money.

Simple Green Rewards

A Simple Green rewards section will also be provided on the

website. This will allow Simple Green consumers to submit a code, as

proof of purchase, that will entitle them to a complementary trial size

bottle of Simple Green after submitting a certain number of codes. These

internet tactics will be a low cost way to build awareness of Simple Green

reward

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as the most cost effective environmentally friendly cleaner, and will effectively target all

consumers.

Virtual Game

Simple Green will also add an interactive game to the website that allows users to live in

a virtual world filled with pollution. As users play the game and battle to survive on the

deteriorating earth, they are provided with small options to improve their situation in the

game. These options should be tied to real life green initiatives that have an impact on the

environment, which allows players to see the importance of taking small steps to help the earth

and provide a healthier environment for loved ones. The main weapon used for fighting in the

game is a bottle of Simple Green that can be used to spray away harmful chemicals that are

polluting the ozone layer and harming habitats. Simple Green’s competition, although the other

brand names will not appear in the game to avoid confusion, will also be provided as a weapon

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but will not last as long or fight chemicals as effectively. This will help to demonstrate, although

subtlety, that Simple Green is superior to other green cleaners because it lasts longer which

saves the customer money. This interactive game will help to reach LOHAS, naturalities, drifters

and conventionals, but will also help to inform unconcerned consumers who play the game that

Simple Green is a cost effective way to do their part to help the environment.

Sales Promotion

Coupon

A coupon will be used to offer consumers a discount and generate them to try Simple

Green household cleaner. In turn, this will help to turn triers of Simple Green into actual

consistent users of the product when they realize that Simple Green saves money while

effectively cleaning without harming the environment. The coupon will be distributed in

grocery stores and via the Simple Green website to help lower distribution costs.

In Stores

Stores that participate in passing out this coupon will be provided

with stickers to place on the floor that directs customers to the

aisle that Simple Green is sold in. These stickers should start out

small at the beginning of the store, and get larger as the

customer nears the actual Simple Green product in the store.

The stickers will look like the earth, with a pile of money in front

of it, to demonstrate that Simple Green saves consumers

money while helping the environment. As the stickers get larger,

Save Money!

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they will contain various facts about Simple Green that give consumers incentive to buy. For

example, from smaller to larger stickers: nontoxic, biodegradable, Green Seal Certified, Safe to

use around children & pets, etc. Every other sticker will say “save money” to reinforce the fact

that Simple Green is the most cost effective green cleaner. These stickers will help to lead

consumers toward the product while informing them of the benefits of using

Simple Green along the way.

Packaging

Lastly, the Simple Green bottles should have a plastic earth with an open smile on top of

them. When using the product, the Simple Green cleaning solution will spray from the smiling

mouth of the animated earth. This will help to reinforce that Simple Green is environmentally

friendly, and attract consumers to Simple Green because it will help the product to stand out on

the cluttered shelf of the store. This may also help to attract consumers that did not pay

attention to the coupon or stickers from the front of the store by attracting their attention to

the smiling earth on the Simple Green bottle. These combined efforts will help to inform

consumers about the money saving aspect of the product, urge them to try it, and provide fun

packaging that attracts attention.

New Advertising

Shopping Carts

Save Money!

Nontoxic

Safer for kids & pets

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An unconventional way that will be used to reach consumers will be to advertise on

shopping carts in organic food stores and other sales locations. Placing advertisements on

shopping carts in organic food stores will help to reach LOHAS and naturalities because this is

the location where they typically shop. This will be an effective way of increasing brand

awareness of Simple Green among consumers who are most likely to actually purchase the

product. When these consumers are informed that Simple Green is

the most cost effective green cleaning product they will be more

likely to buy the product because it appeals to their needs and can

be easily purchased immediately.

By placing the advertisements on shopping carts in other

sales locations, such as grocery stores, Simple Green will also be

able to reach drifters, conventionals, and unconcerned consumers

who would not necessarily be exposed to the message in organic stores. This can lead these

consumers to impulse buy or may put Simple Green into their heads for purchase consideration

in the future. Even if these consumers are not concerned with the green initiative, they will be

more likely to buy the product when they discover that it lasts longer than other cleaners and

saves them money. Advertisements on shopping carts provide consumers with incentive to

seek the product out and try it.

Billboard

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An outdoor billboard will also be used

to build awareness that Simple Green can help

to save consumers money. The billboard will

be built up at the top to look like the top of a

tree, and will be positioned on the side of the

highway near other trees. A Simple Green

bottle will be used to represent the trunk of

the tree. Money will also be scattered among

the leaves of the tree, and will flow down into

the real trees surrounding the billboard. The

headline will read, “Money Simply Can Grow

on Trees”. This billboard will communicate the

benefit of saving money to all consumers, not

just LOHAS and naturalities, and will get their

attention.

Gas Stations

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Lastly, Simple Green will advertise in

gas stations using gas pump top mini

billboards. These advertisements will be

placed at eye level so that they are visible to

consumers while filling their thanks.

According to the U.S. Department of

Transportation, customers typically spend 3-5 filling their tanks, which means 3-5 minutes to

focus on Simple Green free from the clutter of other advertisements.5 This is a perfect way for

Simple Green to reach all consumers, rather than just environmentally conscious consumers,

and to get the message across that Simple Green is cost effective. The advertisement will be

viewed by an average of 27,750 customers per pump each month, and will visible both day and

night because of the well lit environment.6 Gas station advertisements also offer the benefit of

strategically targeting specific groups of customers based on location.

Final Thought

These combined tactics will help Simple Green to accomplish the objective of generating

awareness that the product can be diluted so that it will last longer and save the consumer

money. Sponsoring green festival, updating the website to include member exclusive benefits

and a Simple Green game, new sales promotion in stores, and advertising through shopping

carts, billboards, and on gas pumps will definitely allow Simple Green to create awareness. This

5 Pacific Media. (2009, November 18). Gas station advertising. Retrieved from http://pacificmediainc.com/gas.php

6 Pacific Media.

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will be the perfect way for Simple Green to gain a competitive advantage over Clorox Green

Works and Seventh Generation products.