Clean Spritz Case Study
CHALLENGE
Tasked with reversing five years of declining sales and combating multiple external factors, including a general decline in spending on cleaning products after the global economic recession, growing health and environmental concerns from consumers related to chemicals used in household cleaning products, and growing competition from low-priced, private-label brands.
STRATEGY
Clean Spritz wants to evaluate four different options: re-launch a rebranded 3:1 concentrated version of Clean Spritz, develop a 4:1 concentrate in recyclable pouches, develop a 4:1 concentrate in dissolvable pouches, or wait for the introduction of a 99 percent biodegradable formula and/or cartridge system.
RESULTS
With a 99 percent biodegradable formula already in the works and the technology for a cartridge system ready to be tested with M.J. Brenner brand, WinWipe, I, along with two colleagues from the Duquesne University MKTG 511 class, recommend taking a year to build strong partnerships with current and new distributors, including warehouse and convenience stores, and create a branding strategy and content marketing materials (graphics, video, etc.) for and eventually launching Clean Spritz using the cartridge system.
Additionally, the anticipated completion of the 99 percent biodegradable formula within two years allows M.J. Brenner to rebrand the new formula as CleanSpritz+ and organically creates a second opportunity to promote the cartridge system and the Clean Spritz brand.
Jacob Betzner 