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Pre-Campaign Report

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Name and location of the business: PowerVinegrrr, Gold Coast Australia

Sales and number of employees: Non-disclosed

Goods and services offered: Environmentally friendly and sustainable consumer cleaning

products. Products are targeted towards household, domestic cleaning markets rather than

commercial, industrial cleaning markets.

Key online marketing personnel: Bex Gold

Age of the company: 2 months early stage of the product lifecycle

Url, website age, website management: PowerVinegrrr.com.au, the website has not yet

been launched. In agreement with the company, we will launch the website in combination

with the start of the Google AdWords Challenge.

Company presence and sales via online and offline channels: Non-disclosure of sales

figures . Cleaning products are sold through FMCG channels, producer to retailer (Coles

and Woolworths supermarket chains) as well as through the website (future secondary

channel, producer to consumer).

Other relevant information: The products are positioned as an organic, environmentally

friendly cleaning range. They also use a competitive pricing strategy.

(Please note that the client was not comfortable sharing some background information)

Market Analysis

Current target market : Consumers who are in need of household cleaning products

which are environmentally friendly. As the brand is relatively new, current consumers are

classified as early adopters and are less brand loyal, meaning that they would more readily

switch between competitors. These consumers are also price sensitive and because most sales

of the product occur through local supermarkets, current consumers are geographically

predominantly based in Queensland, Australia.

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Potential target market : As the website is in its infancy stage at the moment and future

distribution of the product will rely more on online presence, potential consumers will

include a national (Australian) and global market base. As the products delve deeper into the

growth stage of their lifecycle, there is potential to capture a greater proportion of marketshare from competitors.

Current competitors: Direct competitors include: Hurricane, Planet Green, Mean &

Green, Green Works, Method, Earth Choice and Ecostore. Other competitors include locally

made products available from health stores, pharmacies and local convenient stores.

Competitively priced non eco friendly products from major national supermarkets may also

be classified as competition. Cleaning products distributed via direct producer and indirect

wholesaler websites are also competitors to PowerVinegrrr.

Potential competitors: Major household consumer brands with strong presence in the

market such as Unilever and Procter and Gamble. These companies have a bigger budget to

spend on marketing, reduce product cost and have brand loyal customers internationally.

Competitive Advantage : It is competitively priced against immediate competitors. The

flexibility of the product uses compared to single-use competition is another advantage (105

different uses of the main PowerVinegrrr product).

Overview of the industry: The household cleaning product industry is competitive and is

sensitive to social changes. Social issues such as environmental awareness of being green

have created a new segment of eco-friendly cleaning products.

Projected and historical online spend for the industry: The online spending for the

cleaning products is projected to increase with the increase of acceptance of online shopping.

The growth can be expected, especially for regional centres, where online grocery shopping

is widespread and more commonplace.

Market position/specialties: In the cleaning product market, PowerVinegrrr is positioned

as organic and environmentally friendly. It is marketed as a biodegradable product, which

does not consist of harsh chemical content.

Unique selling points: The unique selling point of PowerVinegrrr is the versatility of the

product. This fragrance free product can be used in 101+ different ways to solve cleaning

problems. Also, its stylish packaging and branding makes cleaning fun for its users. The

product uses a natural ingredient as a base, vinegar, while the odour has been removed.

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Seasonality the goods: As it is a new product, the company is yet to measure its key sales

period.

Current MarketingThe primary use of the website will be as a promotional tool. The landing page of the

site outlines the 101+ multiple uses of PowerVinegrrr. The product labels direct consumers

to download a free e-book of the 101 cleaning solutions from the website. As the versatility

of the products is a key unique selling point, the website needs to act as a promotional

supporting device. The secondary functions of the site will be to provide information about

stockists and eventually a buy it now function will be incorporated.

The strength of the site revolves around its structure. It is not complicated to use, andno plug-ins are required. This should make the site accessible to most users and will

encourage consumer flow and a positive emotional experience. The weakness of the website

is that it is new and that there are no external websites linkages. This means that the natural

ranking of the website is low.

As mentioned previously, the website will be launched in conjunction with the

AdWords Challenge so no online marketing activities have been conducted in the past.

Current offline promotional strategies include media and press coverage. For example Bex

Gold was featured in the March issue of Shop Till You Drop (womens magazine) and on

Kerri Anne (morning talk show). As the products are in the early stage of their lifecycle, no

offline advertising budget has been allocated.

The clients website will be launched in conjunction with the AdWords campaign. As

PowerVinegrrr is a new product and accompanying site PowerVinegrrr.com.au are new, the

major goal of the campaign is to spread the word. By executing targeted AdWordsstrategies, the campaign will help raise immediate awareness of the company and its

products.

Proposed AdWords Strategy

PowerVinegrrr.com.au will launch on the 1 st of May 2009, in combination with the

Google AdWords Challenge Campaign. Four ad groups will be used. These will include

spread the word, with the focus being product and website launch, campaign vinegar andcleaning, campaign vinegar and cleaning and smell, and campaign by problem area.

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Market research indicates that potential customers cannot be grouped into a distinct

demographic but have similar need profiles. Further research in particular with the Google

AdWords CPC Estimator and Keyword Tool showed there is a reasonable number of users

that use Google Search to find instructions and tips to use Vinegar in a cleaning context.

These users are of interest for us and will be targeted. To do so, Powervinegrrr.com.au has a

list of some 101+ vinegar cleaning tips, which are tailored to the new product PowerVinegrrr.

Subsequently the two major keywords for the campaign are Vinegar and Cleaning in

combination with keywords that describes the (cleaning) context, eg. Vinegar + Cleaning +

Bathroom. A concern is that the main use of vinegar is as a food, thus negative keywords are

used to exclude food usage, eg. Vinegar + Salt or Vinegar + Salad . Furthermore keywords

that emphasize the unique selling proposition - PowerVinegrrr does not smell and the

sustainability and versatility of the product are also incorporated.

The central focus of the present campaign is to support product introduction. Thus,

customer base and preferences has to be built and/or determined. Consequently the campaign

budget will be split equally over the 21 days. (9.25 per Day). All campaigns and ads are

targeted to Australians and Australia. Networks that will be used are related to Cleaning,

Women, and Environment/Green websites/magazines. Defining goals by means of clicks,

CPC and CTR is rather difficult for a new site lacking historical data. So, we will work

towards positive trends as opposed to absolute numbers. This means that over the 3-week

period the number of clicks has to constantly increase and CPC should remain constant or

drop as an indicator for improved ad quality. In combination we aim that a user after

reaching our site, reads about the cleaning solution and clicks once to find a stockist. Thus

visit depth (Landing Page + 1 click) is a major success metric. To ensure a high landing page

quality, PowerVinegrrr.com.au makes use of dynamic web technologies to tailor the

displayed content to the specific user and the specific cleaning need.

PowerVinegrrr Cleans Bath

PowerVinegrrr is the natural

Alternative to clean your bath

PowerVinegrrr.com.au/bathroom

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PowerVinegrrr Cleans Kitchen

PowerVinegrrr is the natural

Alternative to clean your Kitchen

PowerVinegrrr.com.au/Kitchen

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