Finish
Maxine Maroun
Mar 455
October 13, 2014
Recommend a communications strategy that will surprise loyal Cascade customers. I believe the most efficient strategy that will be the most beneficial to Finish brand is to widen their social media and public relations platform. More specifically, Finish should reveal and publicize proudly the performance rating of their products. In August 2010, a leading consumer publication ranked Finish Quantum detergent tablets “Number 1 among ADWDs in the U.S.; Finish Powerball Tabs were a very close second, with Cascade’s top-of-the-line product sitting in third place.” This is something that Finish should advertise to the world; this fact will definitely be eye opening to loyal cascade customers and make them rethink their purchase choices. The target market for ADWD is a very specific customer. More specifically, Finish’s target consumer is a female homemaker who is aged between twenty-two and fifty-five who may or may not work outside the home. This consumers top concern is her family and she prides on being a mom. Furthermore, along with this pride and joy comes high standards of household cleanliness. Via customer research the most significant factor about detergent to users was the value performance. This being said, above all other variables it is proven that consumers are willing to pay a premium to get the best product. People just want their dishes and glassware to come out clean without the hassle of pre-rinsing or rewashing. Value performance is exactly what Finish’s target consumer is looking for; currently, she may just not be aware that Finish is actually the best detergent in its category. Advertising the success of Finish’s products will make consumers more aware of the brand and give it recognition. The current customers of Finish’s competition, Cascade, use Cascade products because they think Cascade is the best and has no reason to think otherwise. It has been proven through customer research that brand
Mar 455
October 13, 2014
Recommend a communications strategy that will surprise loyal Cascade customers. I believe the most efficient strategy that will be the most beneficial to Finish brand is to widen their social media and public relations platform. More specifically, Finish should reveal and publicize proudly the performance rating of their products. In August 2010, a leading consumer publication ranked Finish Quantum detergent tablets “Number 1 among ADWDs in the U.S.; Finish Powerball Tabs were a very close second, with Cascade’s top-of-the-line product sitting in third place.” This is something that Finish should advertise to the world; this fact will definitely be eye opening to loyal cascade customers and make them rethink their purchase choices. The target market for ADWD is a very specific customer. More specifically, Finish’s target consumer is a female homemaker who is aged between twenty-two and fifty-five who may or may not work outside the home. This consumers top concern is her family and she prides on being a mom. Furthermore, along with this pride and joy comes high standards of household cleanliness. Via customer research the most significant factor about detergent to users was the value performance. This being said, above all other variables it is proven that consumers are willing to pay a premium to get the best product. People just want their dishes and glassware to come out clean without the hassle of pre-rinsing or rewashing. Value performance is exactly what Finish’s target consumer is looking for; currently, she may just not be aware that Finish is actually the best detergent in its category. Advertising the success of Finish’s products will make consumers more aware of the brand and give it recognition. The current customers of Finish’s competition, Cascade, use Cascade products because they think Cascade is the best and has no reason to think otherwise. It has been proven through customer research that brand