DishPaste MVB

Brand Pyramid

1) Target Audience
● Age 25-55
● Parents
● College Students
● Restaurant Owners
● Caterers
Sources : https://smallbusiness.chron.com/can-advertise-dish-soap-18419.html
: https://snapshot.numerator.com/brand/dawn

2) Rational Benefits (Positioning)

● Apply to a cloth and cuts grease better
Cost-efficient
● Longer use time
● Multiple Fragrances
● With Aloe Vera to be mild on hands
● Eco-Friendly Ingredients
Sources :
https://www.alibaba.com/product-detail/E-B-dishwashing-soap-multi-purpose_60493013560.htm
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 Breakdown of Features
● Less Messy
● Deep Cleans dishes and pans
● Only requires a little amount of paste. - Economical
● Degreasing
● Deep Cleaning
● Less Wastage
Source :
https://www.alibaba.com/product-detail/E-B-dishwashing-soap-multi-purpose_60493013560.htm
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3) Values

● Cleanliness
● Attention to detail
● Quality
● Pragmatic

4) Aphorism

● DishPaste smashes all stains!

● Can’t go wrong with DishPaste
● Get a handle on your dishes
● Clean, Clear, Done.
● Just a little, for a whole pile
● Clean more, Save More

5) Vision

● At DishSoap our vision is to create economical, mild on the hands, thorough

cleaning products for everyone.

● To be the leading dish paste brand all over the globe.

Content Territories

1) Deep cleaning stainless steel. Get that brand new look on your pots and pans.
2) Looks Awesome! Comes in different colours and fragrances.
3) Cost-effective compared to liquid cleaners.
4) Mild on your hands, tough on your pans.
5) Your perfect kitchen companion.

Persona Research

1) The Parent
Messaging: More power, from a little!
Stop wasting money on Dish liquid.
Give shine and fragrance to your dishes!
Be a super mom/dad with DishPaste

2) College Student
Messaging: Dishes piling up? Get Dishpaste!
: Less time washing dishes, More time gaming.
3) Caterers
Messaging: Loads to wash? DishPaste will take care of that!
: Save more money with DishPaste
: Less elbow grease, More shine!

By Problem
● Don’t want to do the dishes ( messy kitchen, bad odour, Stress)
● Dish liquid is expensive and requires more product.
● Dishwashers are expensive.

Effects: Messy kitchen, worried, feeling lazy and unmotivated,

By Solution
● Clean
● Fresh
● Shine
● Supercharged
● Remove grease
Creative
Creative Direction
● Product Mockups
● Messy Dish piles
● Cleaning action
● Soap Suds/Bubbles

Content Territories (Feed)

● Product in kitchen shots

● Flowers/Fruits to match fragrances
● Text posts
● Clean Kitchen shots / Dirty Kitchen shots
● Cleaning in action
● Memes

Brands in the space:

● Dawn
● Morning Fresh
● Ajax
● Axion

Wording :
● Cost-Effective
● Ease of use - Dab a sponge and you are ready to go!
● Cleaning solution.

Partnerships:

PR:
● Daily Mail
● Yahoo Lifestyle
● Choice.com.au

Collabs :
● Instagram Influencers
● Youtube Vloggers

Core Business Priorities:

1. Profitable revenue growth.
2. Audience growth.
3. Creative Excellence.