Diana, Corbin, Madi, Taylor

PRAD 336

27 April 2020

Situation Analysis for Clorox Antibacterial Gloves

Research

1. Who needs your product? Why?

a. Everyone needs our product at the moment because our product can help them fight off

Covid-19, but we are focusing on those who are high-risk, essential workers, and

families.

2. What influences their decision to buy it?

a. Something that influences their decision to buy our product is the severity of this current

pandemic and the fear that comes along with it. The greater the number of cases and

deaths that are seen and broadcasted in the media, the more precautions our consumers

take in aim to prevent them from contracting the virus.

3. Does gender, lifestyle, marital status or age might motivate their decisions?

a. Lifestyle, and age could affect or motivate their decision to buy our product, but not

gender or marital status. Lifestyle and age would be important because that would

determine how high their risk of contracting Covid is, and the higher their risk the greater

the need for the product.

4. Which of these might be most important?

a. Out of all these, lifestyle would motivate our consumer’s decisions and be the most

important. This is due to the fact that when we take in the data retrieved from our survey,

we found that all essential workers practiced heavy sanitation during these times.

5. What are they passionate about?

 a. Our consumer could be passionate about anything and still need our product, I would say

though the consumer would be passionate about keeping sanitary and protecting their

health.

6. What results are they looking for?

a. The results show that the consumer is having a sense of sanitation and cleanliness post

use of the product.

7. Is location important?

a. Location is important in some sense because we want our product to be accessible by

everyone so it is important to sell them in locations where people would have trouble

ordering them online. With that being said, location is not the end all be all because many

people right now are not leaving their homes to begin with to try and stay healthy. Also

even before the pandemic many people were switching from buying things in stores to

ordering them online.

8. What methods of segmenting this market might be used and why? {Think demographics,

psychographics, geodemographics, etc. (Ch. 4) Know thy target market!!

a. The methods of segmenting that this market might use include demographic and

psychographic. Demographic because some of the elements that are explored in that

include family size, occupation, and income. Our data we found through our survey

found that these elements are rather important. Psychographic would be the other method

because we would be able to get a glimpse of the buying patterns of consumers for

example, if they frequently buy in bulk.

9. How would you describe their interests? School, work?

a. A lot of the people surveyed were students and older individuals, so from that pool of

people I would say their interests would include both school and work, as well as they

have an interest in the health and well-being of their families and are family-oriented.

10. What are the differences between Clorox and its primary competitor?
 a. Some differences between Clorox and its primary competitor is that P&G consists of a

category that is not covered but extremely vital in the target audience that both are meant

to cover, which is baby care.

11. Are there key characteristics of potential consumers?

a. Key characteristics would include someone at risk for covid, and outside of covid any

medical worker, would benefit from this. People who are worried about their health in

general would likely purchase our product.

12. When are the potential customers “open” to listening or receiving messages?

a. The potential customers are open to listening or receiving messages when the message is

applicable to them and they find that the current circumstances we are living in might

need to be accompanied by a product like ours.

13. What are key tactics for communicating with this audience?

a. Key tactics for communicating with this audience would include running ads on TV.

Seeing as how the more at risk people are for contracting Covid the more likely they are

to purchase would mean older people are a large part of our target audience. That being

said the majority of people 60 and above get their information from watching the news on

TV. Airing commercials on TV for a project would be an effective way to reach this

audience. On the other hand, to reach people who are essential workers, it would be good

to put up signs around hospitals, as anyone who is working or visiting at one would see

them and like them and be intrigued as it is guaranteed to apply to them. Lastly use geo

targeting to target people visiting a grocery store or any essential place of business.

14. What are their attitudes towards trying new products?

a. Our audience’s attitude towards trying new products is one that is open in trying to see

whether the products work for them or would be considered an essential in their

lifestyles.

15. Do these potential consumers follow trends?

 a. The common trend among our entire audience is concern for health, and the stronger

trend would be people at risk for Covid

16. What lifestyle changes do you see in this crisis? Will they continue?

a. Some lifestyle changes that we see in this crisis is sudden and extreme use for products

that promise to kill viruses and/or bacteria. We also see people hoarding these sanitation

products and purchasing them in bulk, as they are scared of the products not being in

stock and hard to come by eventually due to the high spike in demand.

17. What media is trending now with the current crisis?

a. A lot of people are actually tuning in to live streaming events as a source of entertainment

and feeling of together seeing as how everyone is watching these events together at the

same time. If we were able to get celebrity streaming anything live on any platform it

would be a very effective way to get people to purchase our product, especially the

younger audience. For example, instagram live.

18. If you could change launch this product now, what would be your first step?

a. Our first step in launching this product now would be to create social media campaigns

discussing the pandemic itself and the severity of it. This would then segue into why our

product is needed and what it can do for our audience.

19. What is the greatest challenge to building new customers for the new product without losing

revenue from other Clorox products?

a. Advertising them together is a good strategy to keep revenue for other clorox products.

And given the current situation that should not be hard to do seeing how everyone is

trying to keep their homes clean.

20. Do you see this product as a new, long-term product category, or an extension product to the

brand line?

a. We see this product as an extension to the brand line rather than a new and long-term

product category.
 Key Details

1. Key Problems

a. Clorox does not have a stake in the glove market thus far.

b. Many people are undereducated when it comes to health and safety practices involving

latex gloves, so why will our product be any different than those that are already out

there?

c. Regarding this crisis, our methods of effective advertising are less and therefore, we have

fewer options for gaining buzz around our product.

2. Key Insights

a. Health and safety is important to people of all age groups at the moment.

b. Clorox is one of the top selling disinfectant brands and would be the first of many larger

brand names to release an antibacterial glove.

c. These gloves also appeal to the older audience, who can be easily reached through TV

communications during this time.

d. The willingness for people to try new and innovative products that will protect them has

risen.

3. Key Opportunities

a. Use Clorox’s well-known and successful brand image as America’s favorite disinfectant

brand to appeal to families and essential workers who would rely on these gloves to keep

them safe during this pandemic.

SWOT Analysis

Strengths

1. Our product is needed world-wide

 2. All age groups can benefit from our product

3. Clorox itself is a well known brand

4. Can aid in the slowing of the pandemic (which will bring attention to our product)

5. There is a high demand for latex gloves as it is

Weaknesses

1. Clorox does not typically sell latex gloves

2. Convincing consumers that our product actually works

3. Not enough knowledge about glove usage to make an impact

Opportunities

1. Marketing through social media platforms

2. Our product would be the first like it on the market

3. Extreme need in the medical field

4. Every type of essential worker can benefit

5. Being tied to Clorox will elevate our exposure

Threats

1. Mass manufacturing

2. Mass distribution

3. Marketing strategies are limited

4. How educated individuals are on what can keep them safe

5. Many are struggling financially and might not want to buy our product