Marketing

Purell Hand Sanitizer

Current Marketing Mix

The marketing mix help businesses to utilize variables that are controllable such as promotion, place, price and product to define the overall marketing strategy. These elements are used to assist in the marketing of the service, product or goods sold. While creating the product, determining the price, establishing the place or distribution and the promotion of the product to effectively reach the customers, a solid marketing strategy is intricate in response to the market place. Especially at the moment where there is ahigh demand of high Sanitizers and Purell happens to be one of the brands on demand. The product that Purell provides for the market is a Gel hand Sanitizer that kills germs, which know is in the global market (Centers of Disease Control and Prevention, 2020).

Product

The company offers hand sanitizers that come in different shapes, sizes and forms. Going from developing hands-free dispensers, to personal pump bottle, jelly wrapped carriers and hands wipes, the product has been diversified to fit the needs of all customers. The hand sanitizer therefore offers more than ability to kills germs, it offers a product that is convenient, personalized, tested by a dermatologist, recommended by doctors, hypoallergenic and which can be used by everyone in the world (Centers of Disease Control and Prevention, 2020).

Pricing strategy

The price of Purell Hand sanitizer is also personalized and technically it is affordable for the average customer. The prize has not changed despite the current circumstances and this has always been a strategy of the company. considering the cost of healthcare, the sanitizer possibly reduces the visit to the doctor as it helps fight a lot of germs. The price is reasonable and that it is why the hand sanitizer has been preferred by a lot of consumers and organizations. The hand sanitizer come sin variety of sizes that are offered for various prizes, the price range depends on the size and the dispenser that accompanies it, this creates a variety of products in which the customer can choose and purchase the one that fits their needs. The average price for a hand soap is $ 3.04, Purell hand sanitizer on the other hand provides an eight-ounce bottle at an average price of $3.79, while comparing to the water and time sed when using hand soap (Whalen et al. 2020). It proves the hand sanitizer is convenient and accurate, that makes it more preferred by the consumer as it actually beats it competitor the hand soap.

Place or distribution

Product accessibility and convenience is easy to determine, this can be seen by the patter of purchase or rather the ease of accessing the product. The product is available in almost every drug store, and retailers, such as CVS, Rid-Aid and Walgreens. Department stores also help in selling the product, which are; Walmart, Target and K-mart among others. Purell is accessible in other market to the point that it is present in grocery and discount stores like Family Dollar, Dollar Green and Big Lots. Technological advancement has helped the company to expand their market, as through online shopping the products can be delivered to the customer in where they require it, home, office, school everywhere. Whereby it is found on thousand of websites, such as Amazon, which makes it easy to find the wipes, hospital size dispenser and hand sanitizers (GOJO Industries, 2020).

Promotional campaign

The company has crafted various ways in which it can reach the consumers, and let them know that this product is available. The company mostly focuses on commercial advertisements that targeted the main consumer, the parent with the children. But most specifically the mother, therefore this is done specifically through the popular platforms at the moment and it is through social which reaches a lot of people, without physical location as a limitation. The company uses its Facebook and Twitter (@GOJOindsutries) Pages to makes to push tehri products, through engaging advertisements, and campaigns that aim to push the product especially at the moment when it is most needed due to the COVID-19 pandemic. The company has also a YouTube page, which is used to post videos that are educative, through such platforms the company is able to stay in touch with the consumers which directly or indirectly promotes the business. Through the years the company has been able to run such campaigns venue before social media, and through this it has been able to keep the company in the minds of the consumer.

Purell Hand Sanitizer was a product that was developed for one market until, this was not enough and the company through various innovations decided to explore beyond the horizon and provided the consumer an answer to all their needs. Like for example the company currently has hand sanitizer, Hand soaps, Multi-surface Disinfectant, Hand Cleaners and the Dispensers (GOJO industries, 2020). Looking at all these products they have been designed to every individual and their needs, cleaning surfaces, personal cleaning, cleaning equipment and for organizations where it can dispense for the staff and clients. Therefore, it is found in Hospitals, restaurants, work places, schools and homes. With the phrase, “Killing 99.99 % of germs while keeping hands soft” (GOJO industries 2020), is a phrase that ahs kept the brand in the minds of the consumer as a favorite. Whereby market mix, specifically looking at the target market, price, promotion, product and place are the aspects that have made this company to be successful.

References

Handwashing: Clean Hands Save Lives by Center for Disease Control and Prevention, 2020. Retrieved from https://www.cdc.gov/handwashing/

Purell prices are spiking on Amazon, as sanitizer speculation becomes a cottage industry by Jeanne Whalen, Abha Bhattarai and Jay Greene, 4th March, 2020. Retrieved from https://www.washingtonpost.com/business/2020/03/04/purell-hand-sanitizer-prices-coronavirus/

Purell Sanitizers by GOJO Industries, 2020. Retrieved from https://www.gojo.com/en-INT/home