DIY Home Cleaning

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[ 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.
degreasers-products

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

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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.