Fantastik All-Purpose Cleaners

Case fantastik All-Purpose dry cleaners Key termination Develop a flaw strategy to increase fantastiks sales and maintain its leadership office staff in the increasingly free-enterprise(a) general-purpose cleaner foodstuff. Problem/Opportunity fantastik has especial(a) financial resources to promote and develop its brand. Also, separate heavy price discounting and refreshing in towering spiritser-priced alter increases have threatened fantastiks market leading situation. Thus, fantastik impoverishments to lower its sell price or innovate product categories to attract and maintain customers.Stakeholders Johnson family benefit from the cabbage earned and success of the business. Customers need the vehement cleanup spot function provided by the cleaners. Employees need a stable and safe running(a) environment and expected salaries. compend inseparable fantastik has leading brand equity in industry and strong social answerableness that take out to communities an d the environment, thus customers who pursue atomic number 19 lifestyle could be loyal to fantastic. Moreover, fantastiks retail price $3. 9 is relatively high comp ard with its competitors, thus it may drowse off customers who are price sensitive. External Consumers are moving towards environmentally friendly products, it gives fantastik a secure opportunity and competitive receipts to compete with other competitors. Consumer Analysis The bearing market is women age from 25 to 49 who are responsible for the cleanness at foundation and has upper ho substance abusehold income. They are relate about role of life, thus they choose to purchase product with high timberland.Competitive Analysis The competitors are other all-purpose cleaners such as Lysol, Easy make Bam, Mr. Clean, Vim, Hertel and private label. Those competitors offer lower retail price than fantastik and have strong cleaning function. Especially, private label products have the advantage of high margin for r etailer and good shelf space. Alternative selling Strategies Decision criteria 1. Maintain competitive market section 2. Commit to environment 3. Allocate hold financial recourses successfullyAlternatives 1. Develop new micturate of product and tenacious with environmental responsibility. 2. prune retail price to remain competitive in the market. 3. Develop new feeling of fantastik. It will cost too some(prenominal) to do market research and raise 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 improve household penetration, thus it preempt extend its product life cycle.Implementation final cause Marketing Strategy Target women aged from 25 to 49 who are responsible to do the cleanness of home and position high quality and functional 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 quality and make profit through high margin in the beginning.Moreover, order should use personal selling, product show and shelf advertising as promotion strategy. Finally, company can choose convenience stores near community as distribution centres in addition to major grocery, drug and majority merchandisers. Expected Results fantastik can increase its clam share by 4% in 2007 and keep its market leading position through implementing the marketing strategy.