who can do marketing

Product, Target, Strategy, Planning, Positioning, and Brand

“CleanStep”

MKT/421

October 29, 2017

Learning Team D:

Crystal Zelinski, Brittany Williams, Christopher Jones,

Pascale Baaklini, Kyle Robbins, & Deon Davis

Introduction

Our company is launching a brand new product and the board has given our team the task of proving to them and investors why the our new product will not only meet the company’s goals but will be a large profit item. We will prove how efficient and affordable this product will be to the public. We have done our research and have developed the strategic plan to market the product by utilizing the SWATT analysis to prove to our CEO and investors that CleanStep is the next company that is about to take over the world of sweepers.

The Organization

CleanStep is a new and upcoming organization that is looking to take all the work and backache away by cleaning your hardwood or carpeted stairs. The company is currently in the industrial vacuum cleaning market and is looking to take over the competition by offering a better and more efficient way of cleaning your home. The company has developed a new innovative product that has the ability to clean your stairs without any help other than keeping this new product charged and occasionally emptying the waste that comes off the staircase. The best part about this new product that other companies cannot offer is it climbs your stairs automatically, so you do not have to keep adjusting the vacuum!

The mission of CleanStep is to help the customer ease the busy schedules many people have today and offer a product that anyone can use to help maintain the cleanliness of their homes. Many people do not have time to vacuum their staircases daily, or some may even not be able to hold a heavy, corded, and bulky vacuum on the staircase to long. With CleanStep that is no longer an issue. Just put the vacuum next to the staircase, press the power button, and watch it climb and clean your staircase for you without any problem! CleanStep values the customers and that is why a lifetime warranty is offered with our product. If the product does not do what it is supposed to do, CleanStep wants to hear about it as the team at CleanStep is always looking for innovative ways to adapt to the customer’s needs.

New and Unique Product

The CleanStep name is represented well by our CleanStep automatic floor cleaner, which has several convenient features, only combined in our product. This product is great for all people from all walks of life that want to enjoy modern convenience of an automatic cleaner that:

· Has one hour power from one 15-minute charging session

· Automatically returns to charging doc to recharge

· Comparable power to an upright vacuum

· Easy pay plans available (makes it affordable for most everyone)

· Incredible state of the art durability (can withstand 40 foot fall)

· Water-resistant.

· Cleans stairs automatically with grip technology

· Smart technology means it can be controlled through your smartphone

· Smaller compact size

These features are what differentiate this product from every other vacuum on the market today and our product has a 2-year no questions asked warranty. This type of warranty in the industry is unheard of but we are extremely confident in the materials, engineering, and assembly of our game changing world-class product. This product is also American made from concept, to components, to the assembly and we are particularly proud of that. If you hate dirt and debris and the act of cleaning it, please give our product a try and remove that part of your life completely.

Target market and Segmentation

Everyone is looking for ways to use their time wisely, as we all tend to have busy schedules. Women are working more these days and they still have to deal with cleaning the house, which tends to get bypassed most of the time. With CleanStep, it can make cleaning easier, and save time. This product is not only for women, but can be used in many household all across the world including the elderly, the disabled, single family homes, multifamily homes, as well as commercial businesses such as offices. Basically, anywhere where there are stairs that need cleaned, CleanStep can offer this innovative cleaning service to satisfy their need.

The consumers that were mentioned all have the same need in common, and that is to keep their homes or businesses clean. CleanStep had been designed for just this purpose, but is not limited to just those individuals. We will be able to segment this product in different ways therefore avoiding all additional costs that can occur with multiple products. It will be able to be purchased from people across the world through online ordering, and stores such as Walmart, Target, or any store that sells household items. Because of its simplicity, and cost-effectiveness, it will not be a purchase that is unattainable.

Geographically speaking, it will be used in all continents as people will have homes and businesses that need cleaning. No area is singled out, as all cities will be able to obtain this product. Demographically, it is for both male and female of any race and ethnicity, married, single or divorced, ages from as young as 12 to as old as 90 or more, household size of one or more, and incomes from $15,000 to as high as six figures. Psychographic concludes that all people not matter of lifestyle or personality or needs will be able to use CleanStep.

So, as you can see all people anywhere are able to use this product effectively to save time and have their cleaning done without breaking the bank. This will give time to spending with family or simply relaxing.

SWOTT analysis

Technology in household vacuum cleaners has reached new levels. Vacuum cleaners of all sorts have been invented, tested and proven to be effective. However, an automatic robotic vacuum cleaner for stairs, mats, carpets and the dusty floor has proven to be most efficient. The automatic vacuum cleaner is robotic in nature. This means that it can just operate itself without any manual assistance from people. Uniquely, it can clean stairs perfectly just the same way a manually controlled vacuum cleaner does. The disk-shaped robotic cleaner is small (Flowers, 2016). However, it is powerful enough to maneuver its way through the entire household and stairs.

The following is a SWOT analysis of automatic vacuum cleaners and their impact in boosting cleanliness for people who are busy, old or in a hurry to do the cleaning.

Strength

Considering the notion that time equals money, the automatic vacuum cleaner comes in to save time. It can do all the work by itself with little or no supervision, especially in larger and spacious houses. Secondly, people with disabilities or older people get the chance to use the machine in cleaning instead of employing housekeeping and house helps. It is equipped with sensors that can detect a change in floor surface thus determining when it is clean (Shareef, 2015). When cleaning stairs, it automatically changes position as it has sensors that detect walls and stairs. Moreover, it is self-recharging, thus does not need to keep on buying a new battery (Roberts, 2015). It is also lightweight, and it is designed to clean even corners.

Weakness

However, just like all other machines, the automatic vacuum clear for stairs, floors, and carpets tends to have some weaknesses. First of all, it can easily become clogged with such items as buttons, coins or larger solid substances. Secondly, while cleaning the stairs, it may topple over, and this calls for a human operator to overturn it to the right position (Shareef, 2015). The prices of the vacuum cleaner are very high for an average person, but the prices vary depending on the designs and the number of tasks it can perform.

Opportunity

The main opportunity presented by the automatic vacuum cleaner is that it has been able to edge out the manual hand-held vacuum cleaner. This is because the old, young, ill and busy people can use it. As a result, its market potential has expanded greatly on a global scale when compared to other manually operated vacuum cleaners. The self-recharging batteries have also given the product a competitive edge over other vacuum cleaners (Roberts, 2015).

Threats

The fact that the automatic vacuum cleaner tends to be clogged by larger particles and is only suitable for cleaning such things as dust and hair, unlike the hand, operated vacuum cleaners which can handle the particles as the operators can keep on checking on them. The automatic vacuum is threatened by new market robotic designs that can do a similar job, such as the LaserSmart Navigation, Corner Clever, and SpinFlow among other designs (Flowers, 2016). Another handheld vacuum such as the Shark Rocket Truepet is becoming a threatening competitor in the market.

Top Three Real Business Industry Competitors

The Hoover Air Cordless 20V Lithium Ion Bagless Hand Vacuum Cleaner is a portable hand-held vacuum that people use to clean small spaces and stairs. It is lightweight and weighs just over 2 pounds; it has a reusable filter, is cordless, and has a 15-minute battery run time. It costs $99.00 and has a limited 2-year warranty ("Hoover", 2017). This is an ok vacuum if you only need to use it for a few minutes but can be bulky to store away when not in use. The other problems with this vacuum are that the bulkiness is not stair friendly. The shape of the vacuum makes it easy to bump into your walls and make marks and you must be in a bent over position to clean your stairs. That in it self is just uncomfortable!

The Eureka Rapid Clean Step Handheld Vacuum, 41A was designed with steps in mind. According to "Prime Reviews" (2017), “the unit is light enough to carry in one hand without too much effort or it can easily sit on a stair while in use because it is not too wide. Stairs and edges will all be cleaned easily with this unit which features a powerful 6amp motor.” Some weaknesses in the design that should be mentioned is that the vacuum has a 28-foot-long cord, it weighs 6 pounds, you will endure back pain when cleaning your stairs, and it only has a 1-year warranty. This unit will run you just under $100.

The Shark Rocket Corded Hand Vac (HV292) features a 15-foot- cord, bagless, and comes with extra attachments. This vacuum was rated a 9.5 out of 10 for carpet and pet hair compared to four other vacuums ("Prime Reviews", 2017). This vacuum is bulky in size, takes up your time, and you will still be feeling the back pain.

CleanStep is a new innovative design boasting a sleek, lightweight portable cordless vacuum that runs itself. All you will do is place the CleanStep on the bottom of your stairs to one side, carpeted or hardwood, and press the on button. It has been designed to move itself up or down the stairs and left to right or right to left. It has a 30-minute run time, so you can tackle your first, second, and even third floor in your home before needing to recharge the battery. The vacuum will stop and beep with a red indicator light when you need to empty the small rectangular canister. The best part is you can leave CleanStep where it stopped. When the canister is placed back on the vacuum it will start again where it left off, so you will not need to worry where it stopped and if it missed some dirt or hair. CleanStep weighs just less than 5 pounds and does all the cleaning for you. You do not have to deal with getting all wrapped up in the cord, changing out attachments, emptying a bag, and best of all, you can avoid the back pain! You will be spending your time relaxing while CleanStep does the work for you. You will know you made the best decision when purchasing CleanStep because we back our product 100% and offer a lifetime warranty all for under $150.

Conclusion

CleanStep has introduced such a wonderful product that will not only save the public money but also a lot of time in cleaning for which most people don’t have much of. The product has more benefits than any leading competitors. The strengths outweigh the weaknesses in every category. To the board and future investors, you would be crazy not to want to push this product out on the market for the public to utilize. Everyone’s company wants a product that will sell itself and today we have brought that to you!

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