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Essay / Research Paper Abstract
This 7 page paper discusses the marketing of the Swiffer products, beginning with the fact that the Swiffer sweeper was the first product developed by the company's restructured collaborative process. The writer discusses how P&G added value to this first Sweeper product by showing it could be used in another way. The essay includes comments on target market for the Swiffer products, marketing approaches, how the 4Ps can be seen in the campaign and the recall of the Sweep + Vac machine. Bibliography lists 5 sources.
Page Count:
7 pages (~225 words per page)
File: MM12_PGswff.rtf
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Unformatted sample text from the term paper:
of Trout & Partners marketing strategy firm (2002). What Trout means is that all products of this type are referred to as "Swiffer." Why is it good? Because when people
refer to this type of product as Swiffer, it becomes a brand that is always known. This is what happened with certain other brands, such as people using "Scotch tape"
or saying they need to "Xerox" something - the name is always in front. Procter & Gamble Co. has been on the cutting edge and innovative through most of
its 162 year history (McGee, 1999). They started slipping and became rather stagnant in the 1990s, though, which brought about a restructuring of the company beginning in the late 1990s
(McGee, 1999). It was this very reorganization and restructuring that brought about Swiffer products (McGee, 1999). Swiffer was the first product to emerge from the companys new collaborative work environment
(McGee, 1999). Swiffer is "a dust sweeper with disposable cloths electrostatically charged to attract dust, dirt and other household allergens" (McGee, 1999). There were a number of product groups at
P&G involved in the development of Swiffer, including chemicals and paper (McGee, 1999). Particles, hair and dust are "positively charged and are attracted to the Swiffer cloth like iron to
a magnet" (Cornwell, 2002). The cloths pick up the dust, etc. and then are thrown away (McGee, 1999). Swiffer was introduced to the world in August 1999, 18 months after
its test market process (McGee, 1999). In the past, P&G has taken as long as years to get a product to market (McGee, 1999). Again, this was the result of
cross functional teams working collaboratively together. When the Swiffer sweeper was introduced, advertising told consumers they could use the cloths for dusting as well (Cornwell, 2002). By advertising the sweeper
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