DIY Home Cleaning
[ Project/Process details are unavailable due to confidentially regulations ] CONTEXT: DIY/Hardware retailers are looking to the home cleaning category to bring their next source of growth. SC Johnson decided to be proactive and create a business strategy to support this customer need. First phase of our DIY strategy included quickly launching four new SKUs into the DIY channel. OBJECTIVES: Create strong relationship with DIY class of trade through a business strategy helping to fulfill DIY customer needs. SCOPE: - Phased strategy for DIY class of trade, including products and beyond - Implementation of first phase ACTIVITIES: - Understand customer needs through market research and in store interactions with associates. - Understand consumers needs from home cleaning products in DIY channel by understanding consumer decision process; explore/discover, find/locate, interact/try, compare/tradeoffs, choose/purchase - Define opportunity areas for our brand to service the DIY class of trade. STRATEGIES Phased approach with a mix of products, partnerships, trainings, support, etc.