Spectra Data Report for Gain Joyful Expressions Fabric Softener

Organized by Grady Miller

3/21/13

This report will focus on Gain Joyful Expressions Dry Fabric Softener and marketing data derived

from Spectra. The information within will identify current consumers, competition,

opportunities and also identify a new target audience to increase brand ranking.

Consumers

According to my numbers from a Fast Fact check in Spectra, the key segments for Gain Joyful

Expressions are as follows:

Core Consumer s

Small Scale families in Plain Rural Living areas (8.8% total Volume). My core customers are

consuming at a higher volume than the core consumers of the entire Dry Fabric softener

category which is represented by - Older Bustling families Affluent Suburban Spreads (3.3% of

total volume)

Heavy Consumer s

Older Bustling Families in Plain Rural living indexes well past projected usage at 251. My heavy

users also surpass the rate of consumption for the Heavy User of the entire Dry Fabric softener

category- Younger Bustling Families Modest Working Towns indexing at 170.

I see possible future targets with Young Transitionals and Empty Nest Couples consumers

because these segments are indexing just below projected usage and volume percentage and

may just need a small “push” to get them at projected usage.

Some non-customer segments that may be useful to target in the future are Independent

Singles, Senior Singles, and Senior Couples consumer because while Gain Joyful Expressions are

indexing well below projected usage and consumption volume percentage with these

demographics, some of them are heavy and core users of competitors and/or the Dry Fabric

Softener Category.

Competitors

Based on Similar Core Customers: Small Scale families in Plain Rural Living

Breezy (6.8% Volume)

Soft Breeze (5.3%)

Woolite 6.3%

Based on similar Heavy Users: Older Bustling Families in Plain Rural Living

Powerhouse 412

Breezy 389

Downy Ultra 321

Top Competitor

After examining my top three competitors, I’ve determined my primary competitor and immediate

threat to be Breezy Fabric Softener. Breezy’s total consumption volume amongst my core customers

(Small Scale families in Plain Rural Living areas) is the second highest amongst all dry fabric softener

(Gain Joyful Expressions indexes the highest). Also, Breezy, indexes at a higher rate amongst their heavy

users than Gain Joyful Expressions those with our heavy users. Breezy accomplishes high indexes and

percentages amongst their core and heavy users with a very low penetration rate which allows them

plenty of potential for market share growth and possibilities to take some of Gain Joyful Expressions

consumers.

Gain Joyful Expressions has opportunities to gain market share amongst Young Transitionals,

Independent singles, Senior Singles, Senior Couples, Established Couples and Empty Nest Couples. While

my product has barely reaches these groups as indicated by low volume percentages and consumption

indexes, these same categories are some core and heavy users of top competitor and entire product

category.

The most important demographic criteria for Gain Joyful Expressions are Age of Head of Household (56), Number

of Persons (44) and Household Composition (41).

Total Dry Fabric Softener Category

Number of Persons (69), Household Compensation (69) and Age of oldest Child (36)

Breezy

Household Income (43), Spectra Lifestyle, (33) and Education Head of Household (22)

Snuggle

Number of Persons (52), Household Compensation (55) Age of oldest Child (36)

Private Label

Number of Persons (62), Household Compensation, (56) and Age of oldest Child (28)

Currently, Gain Joyful Expression is only available through the Mass Merchandise channel. Because my

product is having success in this channel, I believe that a trial in other channels in which competitors are

having success in should be initiated. My top competitor, Breezy, is currently only available in mass

merchandise as well. I believe this strengthens the argument for Gain Joyful Expressions to cross into

other channels before Breezy does and take advantage of new consumers.

Gain Joyful Expressions Target Segments

Heavy Users –The following shaded cells represent Heavy Users of Gain Joyful Expressions. The cells

were chosen because these users consumed a high volume of the product and were present in a

category that represented a large percentage of the total consumption volume.

Core Users- The following shaded cells represent Core Users of Gain Joyful Expressions. The cells were

chosen because these users indexed above their projected amount of consumption on a consistent

basis, indexing above 120 as both a single category and Behavior Stage total.

* Cell indexing at 113 may be anomaly*

Regular Users- The following shaded cells represent Regular Users Gain Joyful Expressions. The cells

were chosen because these users indexed just at or a little above or below their projected amount of

consumption on a consistent basis, indexing at 85 to 120 as both a single category and Behavior Stage

total.

*Cell indexing at 146 could be anomaly*

Total Dry Fabric Softener Consumers

Heavy Users- The following shaded cells represent Heavy Users of Total Dry Fabric Softener category.

The cells were chosen because these users consumed a high volume of the product and were presented

in a category that represented a large percentage of the total consumption volume.

Core Users- The following shaded cells represent Core Users of Total Dry Fabric softener category. The

cells were chosen because Modest Working Towns, Struggling Urban Cores and Plain Rural Living

Lifestyles all index over 100 which means these categories are all consuming over their projected rates.

Regular Users- The following shaded cells represent Regular Users of Total Dry Fabric Softener category.

The cells were chosen because these users indexed just at or a little above or below their projected

amount of consumption on a consistent basis, indexing at 85 to 150 as both a single category and

Behavior Stage total.

Breezy Consumers

Heavy Users- Heavy Users –The following shaded cells represent Heavy Users of Breezy. The cells were

chosen because these users consumed a high volume of the product and were presented in a category

that represented a large percentage of the total consumption volume.

Core Users- The following shaded cells represent Core Users of Breezy. The cells were chosen because

they index over 100 which mean these categories are all consuming more than their projected rates.

Regular Users- The following shaded cells represent Regular Users of Breezy. The cells were chosen

because these users indexed just at or a little above or below their projected amount of consumption on

a consistent basis as both a single category and Behavior Stage total.

Key Target Segment

While Gain Joyful Expressions has not yet penetrated into Independent Singles, Senior Singles, Young

Transitionals, or Senior Couples these are not the consumers that I believe to be imperative for my

brand to win over at this time. Dry Fabric softener as an entire product struggles to penetrate the single

and under 35 demographic. Breaking into these Behavioral and Lifestyles could prove to be difficult.

However, Gain Joyful Expressions also fail to reach Established Couples, Empty Nest Couples and Senior

Couples, whom represent over 30% of the total consumption volume of BOTH All Dry Fabric Softeners

Heavy Users and Breezy Heavy Users. Also, Couples 35+ with no children averages indexes of 180 and

170 for All Fabric Softener and Breezy respectably but averages a mere index of 91 amongst my brand.

This tells me three things

1. Despite the low numbers for Gain Joyful Expressions, Couples 35+ without children are buying

dry fabric softener

2. Gain Joyful Expressions must develop a campaign to market to Couples 35+ without children, to

stay ahead of primary competitor and attract new customers and to move up in product

ranking.

3. My primary target is Couples 35+ without children

Chicago is one of the most populated cities in the world so it’s not a big surprise that 60657, a Chicago

zip code offers the most potential for me to reach my target audience. Family Dollar store chains

provide the best opportunity as well because of the penetration rate and number of stores available in

the zip codes of my Key Census Division.

To initiate trial amongst target audience I believe it would be beneficial to introduce a smaller sized box

of fabric softener to be only sold in Family Dollar stores initially.

Segment Penetration

Top 25 Stores

Top 10 Magazines

Below is a list of magazines that are most purchased by Couples 35+ with no Children. The top 10

magazines based upon volume penetration and demand index for my target customers are highlighted.

Cross Promotional Opportunities

Cross promotion opportunities for fabric softeners are plentiful. Fabric softener is a very specific item

and people who are shopping for it have one thing on their mind when they pick it up; Clean. The

categories that offer Gain Joyful Expressions the best opportunities are Bleach-Liquid, Starch- Aerosols

and Sprays and Spot and Stain Removers because these products represent clean and fresh clothing, like

my product. The product that offers the best cross promotion opportunity would be Clorox Ultra Bleach-

Liquid (lundry Supply:Bleach-Liquid) Pint. I choose this product for many reasons. The first and most

important is the high indexes and high consumption volume the product has amongst my target

audience.

Couples 35+ with no Children indxes high and represents a very large percentage of total consumption of

Clorox Ultra Bleach-Liquid (lundry Supply:Bleach-Liquid) Pint. I also chose this product for cross

promtinons because of the marketing campaigns possibilites. The fact that the bleach is a pint intstead

of a gallon fits perfecty with my target audience who have no children and more than likely washes a lot

less. The products can be packaged together or the fabric softner can be attached as a sample with the

bleach. We can also initate a “buy less” campaign which targets buyers who don’t need as much as

others. Also these products are usually located in the same aisle.

Who are my Target Customers???

In order to grow into a market we must first find out about our audience. My target consumer is more

than likely to listen to the radio than the rest of the population.

Their top radio stations and slots are: M-S 6am-Mid (oldies), M-S 6am-Mid (talk), are M-S 6am-Mid

(country), P1 (WGN AM), M-S 6am-Mid (Urban AC).

Watches a lot of television, mostly non-premium channels. Their television schedule preference is at

follows.

Prime time avg 1/2 hr(WTTW TV 7-10P M-SAT+6P-10P SN) **

Prime time cume(WBBM TV 7-10P M-SAT+6P-10P SN)

Prime time cume(WTTW TV 7-10P M-SAT+6P-10P SN)

For fun and recreation, target enjoys gardening, gourmet cooking, photography, golf, sewing and crafts.

They are not as big of internet users as expected, as they index at 96 but they are avid newspaper

readers who indexes more with this media than the general population. They heavily prefer any Sunday

paper. They are not heavy shoppers but prefer JC Penny, K-Mart, and Kohl’s.

Target travels at a higher rate than the general population, usually within the U.S.

Based on the information available to me, I would propose a marketing campaign that utilizes television,

radio, magazines, and newspaper, with emphasis on print media and television. I would especially focus

on the Sunday papers where ads and coupons would be placed. We would run television ads on

national stations during primetime hours. I believe that advertising or doing promotions with crossword

puzzles magazines could be beneficial as well because three crossword magazines were ranked in

targets top 10 magazines. We would also target women’s magazine as well because they are also

prevalent in target’s magazine purchases. Radio ads should be ran on talk, oldies, news, country and

urban stations throughout the Midwest during targets popular listening hours. Internet ads may be used

sparingly because target indexes below general population but not but much and also internet ads are

relatively cheap and can probably fit into budget.