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Essay / Research Paper Abstract
This 5-page paper focuses on the target market and communications plan developed by SC Johnson for its Scrubbing Bubble cleaner brand. Bibliography lists 1 source.
Page Count:
5 pages (~225 words per page)
File: D0_MTsbmarket.rtf
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Unformatted sample text from the term paper:
self-indulgence) and men (as a gift). But there is little, if any, ambiguity about SC Johnsons Scrubbing Bubbles and its target market. In examining the companys message and how it
is imparted, its clear that the products target market consists of women with families, between the ages of 24 and 65. The product more often than not is depicted in
the hand of a woman in her late 20s or early 30s, who is cleaning some part of a bathroom. Unlike many
products that use high-profile influencers (such as celebrities or stars) to promote a product, house cleaning products typically dont have celebrity endorsements or testimonials as part of their campaigns. Much
has to do with the fact that many of these celebrities probably wouldnt sign up to do it (because very few scrub toilets - they have maids). But another reason
is because the typical housewife who does scrub those toilets isnt going to believe that some high-powered star like Gwyneth Paltro or Anne Hathaway actually gets on her hands and
knees to clean soap scum from a bath tub. The success behind celebrity endorsements is that the consumer has to actually believe that the celebrity uses the product.
As a result, the "influencers" in this case are the target market members. A lot of product endorsements take place during play dates, over
coffee or even over the back fence. Its interesting to note, however, that companies such as SC Johnson dont rely too much on word of mouth to promote products. It
doesnt really need to, as most families are very familiar with the brand (think Johnsons baby powder and other products). Furthermore, the company relies on its marketing communications to get
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