Project 3in1: Marketing Strategy for a Breakthrough Launch of an Innovative Product

Desired outcome

Our goal for this challenge is to develop a successful branding strategy and strong launch of innovative new product in B2C market of home care and detergent segment.

Initial Problem Description

We're on a mission to introduce consumers to an innovative, efficient, and safe solution in the laundry detergent realm. Our product follows new detergent trends and considers all aspects of sustainability, including reducing water and energy wastage. The project presents a challenge due to shifts in consumer spending patterns and thinking: unawareness of certain newly rising challenges in homes of all consumers. Our goal is to raise awareness among consumers and establish a strong and recognizable presence for the new product upon entry into the market.

Context

It's crucial to first identify the strategies of existing competitors and then create our own, one that stands out from the rest. In this challenge, innovative approaches, ideas, and out-of-the-box thinking are key.

Expectations:

- Brief market research analysis (demographics, trends, competitors, EU based)
- Communication strategy for building awareness (informative campaigns)
- Branding and Marketing strategy product and persona-based (with a focus on digital platforms and marketing campaigns)
- Innovative ideas to increase consumer engagement in better purchase decisions
- Innovative approaches to consumer consciousness toward the solution (Emphasis on solving today's consumer problem with inefficient laundry washing and unpleasant laundry odors)

Connection to cross-cutting areas

By advocating for cooler wash cycles, our detergent extends the life of garments, contributing to a substantial decrease in textile waste and fostering sustainable consumption patterns. Moreover, its biodegradable nature ensures that it breaks down into harmless substances, thus safeguarding water quality and protecting delicate aquatic ecosystems.

Aligned with evolving environmental regulations and consumer trends towards green products, our detergent positions itself as an eco-friendly choice for the conscientious consumer. It offers an opportunity to educate and influence market behaviors, championing a shift towards greener living practices.

Input

The laundry detergent market is highly competitive, driven by market giants and adverse factors such as brand recognition, product effectiveness, and environmental sustainability. Consumer preferences are shifting towards eco-friendly formulations and convenient packaging options. Innovation in product formulations and marketing strategies plays a crucial role in capturing market share and meeting evolving consumer demands. Recognizing consumer demands and pain points, as well as gaining a deeper understanding of the market leaders and their actions, are therefore crucial in effectively tackling challenges and finding the best-fit solutions for the consumer of today and tomorrow.

Expectations

In the flood of brands and product solutions in the mass market segment of home care products, it's crucial to make a striking and memorable presentation of an innovative new product. To achieve this, it's essential to first identify the strategies of existing competitors, understand all market trends, and consumer behavior. In this challenge, innovative approaches, ideas, and out-of-the-box thinking are key.

Desired Team Profile

We're seeking a diverse, highly motivated, and independent team with backgrounds in marketing, consumer behavior, and brand strategy, along with expertise in market analysis. Ideally, team members would also be aware of home care and laundry detergent market trends and have some knowledge of the detergent industry and ecological requirements.

Additional Information

We are looking for motivated, thorough, enthusiastic, and creative teams who are not afraid of the new challenge of setting an efficient brand and communication strategy, marketing content, and playing around with creative and unique options to intrigue consumers while educating them for better decisions today and tomorrow.

We value collaboration with diverse teams from various fields of expertise and backgrounds.
Each team will receive support and assistance from a Perkemija member, whom they will be able to turn to for additional information or support with any interim questions. We believe in teamwork and integrating different knowledge and segments for the best and most effective solutions for modern consumer challenges.

Related Keywords

• Consumer related
• Consumer Products
• Other