Team Clean:Swiffer in Mexico

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Team CleanSwiffer in Mexico

• Lauren Horak, Sarah Lidinsky, Matt Shuch,
• Andrew Stribling, Lyndsey Vaughan

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What is Swiffer?

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Por qué México?
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Economic Factors

• GDP 1.064 trillion
• Per capita 10,000
• Growth rate 3
• GDP by sector
• 3.8 agriculture
• 25.9 industry
• 70.2 service

• 40 of population is below poverty line
• Highest 10 makeup 35 wealth
• Low public debt
• Relatively low inflation
• Free Trade w/U.S.

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Demographics

• Population 107,449,525
• 63 are between 15 and 64
• Over half are female
• Median age 25
• Life expectancy 75

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Cultural Environment

• Spanish Speaking
• Roman-Catholic
• 92 national literacy rate
• Male dominated
• Female is respected
• Majority stay at home moms

• High Uncertainty Avoidance
• Large power distance
• Polychromic
• Collectivistic

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Political, Trade and Legal

• Federal Presidential Democratic Republic (similar
  to US)
• Under NAFTA free trade
• Tariffs recently increased 10 pts.
• Some corruption in law enforcement
• Chiapas

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Strengths and Weaknesses

• PG is already established in Mexico
• PG has production plants in Mexico
• PG Mexico is one of the largest subsidiaries in
  Latin America

• Few internal weaknesses
• Internal competition between Swiffer brands and
  other PG brands

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Opportunities and Threats

• Large Service Industry
• Free Trade, few tariffs
• Big Emerging Market(BEM)

• Increased Tariffs
• High Avoidance does not readily accept new
  things
• Masculine Culture
• Competition

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Segmenting the Market

• Population Concentration
• Mexico City, Cancun , etc.
• Gender
• Women make up 51 of population and only 35 of
  workforce.
• Occupation
• Service Industry accounts for 58 of the workforce

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Segmenting Cont.

• Income
• 40 of the population live under the poverty
  line.
• Focus on other 60
• More Specifically the working class

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Targeting

• Women ages 18-45, mothers
• Service industry Hotels, Resorts, Spas, some
  restaurants, other Stores/Businesses.

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Positioning

• Attribute and Benefit
• Quick and Easy
• More Sanitary than old mops
• Less Mess
• Time Saver
• Lightweight
• Price and Quality
• Relatively Low Price

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Positioning

• Innovator
• Avoid competitor Positioning

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Marketing Objective

• We hope to achieve 5 market Share in the first
  year and have sales of 1 to 3 million dollars.

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Product

• No adaptation required
• Translating the instructions to Spanish
• Easy for anyone to assemble
• Only WetJet Power Mop requires batteries
• Nearing its maturity state but still a leading
  innovator in home cleaning

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Branding

• Swiffer translates to mean the same thing in any
  language.
• Little competition(in any country) because
  Swiffer is the only of its kind
• Swiffers image of being a fun way to clean as
  well as quick and easy will also carry over well
  in the Mexican culture

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Promotion

• Communication Objective
• Create 28 awareness and one-trial use of the
  Swiffer brand among women between the ages of
  25-60 who live in urban locations in Mexico as
  well as buyers for the service industry who have
  places of business in urban areas in Mexico.

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Our Promotional Mix

• Advertising
• TV commercials
• Print Ads/Direct Marketing/Coupons
• In store displays
• Promotion
• In store trial
• Grocery stores
• Wal-Mart

• Public Relations
• Press release to announce Swiffers association
  with Proctor and Gambles other established
  product lines in Mexico.

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Distribution

• Foreign Direct Investment
• PG have established production plants in Mexico
  (since 1948)
• Established distribution routes
• Established parent company
  successful product!

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Pricing