Preview

Fantastik

Good Essays
Open Document
Open Document
2338 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Fantastik
Micro-Environment

Fantastik's micro-environment is made up of customers, the company itself, and its competitors.

Customers: The market in which fantastik aims to attract is a consumer market that wants to maintain a clean home. They chase low prices, and have little brand loyalty. Because a lot is known about the target market of the brand, customers can be easily reached through media and the like.

Company: The fantastik brand is a branch of the SC Johnson company. The company was founded in 1886 in Racine, Wisconsin. In 2006, the brand was found in more than 100 countries with 12 000 employees. SC Johnson is comprised of many different brands such as Raid, Glade, Windex, Shout, and Pledge. The company has three core values which include, innovation and quality, workplace excellence, and environmental and community leadership. SC Johnson opened a Canadian headquarters in Brantford, Ontario in 1920 to produce products for the Canadian market and export products to the United States.

Competitors: The fantastik brand has various competitors including, Lysol, Easy Off Bam, Mr. Clean, Vim, Hertel, Clorox, and private labels. All of these products are targeted primarily at females who are responsible for the cleanliness of their homes. These competitors all make cleaning easier, and there is little to no product differentiation. The competitors offer the same product at reduced prices, as compared to fantastik. One of the most feared competitors is Lysol, as they offer their all-purpose cleaning products at reduced prices, and is gaining popularity.

Macro-Environment

Fantastik's macro-environment is composed of social/cultural, demographic, and economic trends.

Social/Cultural: Customers of all-purpose cleaners want to receive deals and promotions. This is evident as sales of private labels have increased, while sales of name brand products have decreased. Although fantastik is a well known brand, with a well known brand character, customers

You May Also Find These Documents Helpful

  • Powerful Essays

    Fantastik Cleaners

    • 4742 Words
    • 19 Pages

    Fantastik is an all-purpose cleaner made by SC Johnson that has two main product lines; the Fantastik Original and the new, more powerful, Fantastik Evergreen. These are not just regular chemically made cleaning products but are 100% environmentally safe.…

    • 4742 Words
    • 19 Pages
    Powerful Essays
  • Satisfactory Essays

    Lever Case 2

    • 313 Words
    • 1 Page

    1. Lever Company deals with different product categories such as deodorants; beauty bars and other skin care items. To allow for a positive outcome in each category Lever has conducted market research and identified demands within targeted markets. Based off of this research, key product assortments are sent to retailers based off of demands and cultural needs. While understanding end user preferences it is essential there is a decreased focus on markets where retailers just want to move volume not necessarily offer assortments. Lever can address this in several ways since it can positively or negatively impact brand reputation.…

    • 313 Words
    • 1 Page
    Satisfactory Essays
  • Better Essays

    Graves Enterprises is a maker of consumer and commercial grade floor care products. The new vice president for Graves Enterprises is responsible for doubling sales in both the consumer and commercial markets within the next year. The new findings of an extensive research suggested that the target market is homeowners, females 29-59, with a household income of $75-$150K. Consumers and businesses use defined processes for making purchasing decisions. They are two different markets with different processes for making purchasing decisions. “Within the business world, the decision-making process—unlike that of the consumer—is marked by the inclusion of many people” (Weekly Lecture, 2009, p.3). This paper analyzes the summary created by the marketing directors of Graves Enterprises which covers the consumer purchasing behavior and business purchasing behavior as it relates to their perspective markets.…

    • 890 Words
    • 4 Pages
    Better Essays
  • Good Essays

    The analysis of the internal factors shows that Global Household Products have strong distribution throughout the industry and have a core competency for developing quality products. This analysis allows for GHB to expand past their previous four product lines, and possibly develop synergies with other smaller companies like Glad, to differentiate products such as 2000 flushes and Carpet Fresh.…

    • 1668 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    Mcdonald's $1.00 Menu

    • 356 Words
    • 2 Pages

    Customer trends change and so does their choices. People are generally tired of the same product that they had been…

    • 356 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Radio Spot Jake Wilgocki

    • 603 Words
    • 2 Pages

    The target audience for a dry-cleaning store is primarily households with medium to low income, with a focus primarily on women, across different sectors of the market. Segmentation of this particular market is based on needs of customers and their level of income. An assessment on which demographic uses a dry cleaning service has shown that all households that are considered urban, and rural are in some need of such services within the target market. The purchase behavior of consumers can almost be considered guaranteed, and is looked at as an impeccable service if done properly.…

    • 603 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Raving Fans

    • 1186 Words
    • 5 Pages

    All “successful organizations have one common central focus: customers”. Raving Fan’s is a customer needs story that teaches how to help deliver what a customer desires from an institute or organization. It’s a story that makes a “raving fan service” a constant feature and not a fad that is practice one day and leaves the next.…

    • 1186 Words
    • 5 Pages
    Good Essays
  • Best Essays

    Aldi in Australia - 1

    • 2780 Words
    • 12 Pages

    As Kotler and Keller stated (2011, p.34), marketing microenvironment refers to forces which are close to a company and have an impact, positively or negatively, on its customers. It consists of the company, suppliers, marketing intermediaries, customers, competitors and publics.…

    • 2780 Words
    • 12 Pages
    Best Essays
  • Good Essays

    Marketing plays a major part in sustaining and having happy customers. Bringing in new products that appeal to the nature of such a wide audience allows the company to stay in tune with their target audience and it has allow them to rebuild in a way that is even greater than before (Fulgoni,…

    • 1343 Words
    • 6 Pages
    Good Essays
  • Better Essays

    Andrew Pole's Stereotypes

    • 2912 Words
    • 12 Pages

    To understand why executives are so entranced by this science, consider how one of the world’s largest companies, Procter & Gamble, used habit insights to turn a failing product into one of its biggest sellers. P.& G. is the corporate behemoth behind a whole range of products, from Downy fabric softener to Bounty paper towels to Duracell batteries and dozens of other household brands. In the mid-1990s, P.& G.’s executives began a secret project to create a new product that could eradicate bad smells. P.& G. spent millions developing a colorless, cheap-to- manufacture liquid that could be sprayed on a smoky blouse, stinky couch, old jacket or stained car interior and make it odorless. In order to market the product — Febreze — the company formed a team that included a former Wall Street mathematician named Drake Stimson and habit specialists, whose job was to make sure the television commercials, which they tested in Phoenix, Salt Lake City and Boise, Idaho, accentuated the product’s cues and rewards just…

    • 2912 Words
    • 12 Pages
    Better Essays
  • Powerful Essays

    Marketing Plan Clorox

    • 7814 Words
    • 32 Pages

    One of the Company’s leading products is Clorox Disinfecting Wipes, a product in the Nondurable Goods industry. Clorox was the first company to release these disinfecting wipes and is currently leading the wipe industry with a 47 percent market share. This is a highly competitive industry with the threat of many substitutes. The main competitors to the Company are Lysol Sanitizing Wipes, Mr. Clean Wipe-Ups, and Windex Wipes.…

    • 7814 Words
    • 32 Pages
    Powerful Essays
  • Good Essays

    The Power of Habit

    • 483 Words
    • 2 Pages

    Many business companies stick to what they know, and try not to risk their business by not following a “habit.” Marketers of Proctor & Gamble were able to realize the patterns in consumer buying, and directed their product in the direction of the needs of the people.…

    • 483 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Fanfiction

    • 984 Words
    • 4 Pages

    Thinking back to when you were dealing with whole-number fractions, one of the first things you did was simplify them: You "cancelled off" factors which were in common between the numerator and denominator. You could do this because dividing any number by itself gives you just "1", and you can ignore factors of "1".…

    • 984 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Consumer Research

    • 18719 Words
    • 75 Pages

    Brand Community Author(s): Albert M. Muniz, Jr. and Thomas C. O’Guinn Source: Journal of Consumer Research, Vol. 27, No. 4 (March 2001), pp. 412-432 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/10.1086/319618 . Accessed: 29/09/2011 15:11…

    • 18719 Words
    • 75 Pages
    Powerful Essays
  • Satisfactory Essays

    Fangirl

    • 643 Words
    • 3 Pages

    Feberly: Hello! Wait… is that ‘What Makes You Beautiful’ playing in the background? And is your ringback tone “One Thing”?…

    • 643 Words
    • 3 Pages
    Satisfactory Essays