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The marketing mix
Generally speaking, the SaniSpray is a convenience consumer product. It needs to be priced affordably, it needs to have a widely spread distribution in convenient locations and it needs mass promotion, while still targeting more specific segments of the Canadian population.
Product:
SaniSpray is entering the market not only to sanitize hard surfaces such as toilet seats, but also to deliver memorable customer experiences. In order to do so, it is interesting to look at the three-level of product theory.
The first thing Cristal Clear Inc. focuses on is the core benefit of SaniSpray: it is evidently to solve the widely spread sanitation problem in public restrooms. It seems the problem is more oriented toward the women in Canada, hence the reason why the product targets this segment of the Canadian population.
As for the actual product, here is a detailed description of not only the content of SaniSpray but also the brand name explanation, the packaging, the features, the quality level and the design.
§ The brand name SaniSpray was developed by the firm because, first of all it suggests the benefit of it: sanitation. It is short and concise to catch attention and to be remembered by our potential customers. The main goal for Cristal Clear Inc. is evidently to have top of the mine awareness within a few years after the launch of SaniSpray. At the same time, since this is the first product launched by the firm specialized in housecleaning products, it is important to choose a brand name that might be used for future extension toward similar products. Finally, since the product targets Canada as a whole, it is important that French sp ...