Product concept
Product configuration
Terryclean is an all-purpose cleaning detergent with a wide array of applications ranging from wooden furniture, wooden floors, stovetops, countertops, stainless steel, glass, and upholstery, among other uses. The product will be in the form of a liquid, and it will be made from organic raw material products readily available in the environment. No harmful chemicals will be used in the making of Terryclean. Product fragrances will be sourced from the naturally occurring essential oils to ensure the non-irritation of the skin. The product will be packaged in biodegradable, recyclable bottles with various capacities. The smallest unit will be a bottle of 200ml while the largest one will be in a twenty-liter jerry can. The product label will be designed to be appealing to the eye with colors that match well with the environment. All the above characteristics describe a product that is founded on the principle of environmental sustainability and quality cleaning.
Product positioning
Terryclean will have more product benefits to the customers as compared to other products on offer in the market. Consumers are seeking an all-purpose cleaner that can indeed do it all, and that is exactly what Terryclean is designed to do. Terryclean is an all-purpose cleaner, cleaning all surfaces without discrimination. Therefore, customers do not have to buy different cleaners for different surfaces. Terryclean will declutter the underneath of sinks, which have, over the years, been cluttered with different types of detergents for different surfaces. This product will clean virtually all surfaces in the house and leave them sparkling clean. The products will also leave the house smelling fresh. While our competitors emphasize the strength of their cleaning products, which are mostly laden with toxic chemicals and unpleasant smells, Terryclean is defined by simplicity, i.e., made from simple raw materials for simple application. The product will contain no harmful additives but will be made from 100% natural ingredients that are environmentally friendly. Our product will offer an assurance of quality and safety. We will distribute our product in bottles of different varieties to suit customer needs. Don't use plagiarised sources.Get your custom essay just from $11/page
Value proposition
Terryclean is environmentally friendly and gentle on the skin since it is free of harmful chemicals. It leaves the house sparkling clean, smelling fresh, and the skin happy. Terryclean promises to provide quality and affordability at the same time. As a result of the above value proposition, there are three main competencies that will enhance Terryclean product acceptability in the market. These are offering a high quality branded product that is easily recognizable and distinguishable from the rest, attracting customer loyalty towards Terryclean through personalized promotion approaches, and creating a good rapport with retailers by supplying sufficient quantities of product in good time. The above competencies will enable the product to gain massive acceptance across its target consumers, and so will build the brand image immensely.
Target market
The market for cleaning products is enormous, with almost every household spending thousands of dollars annually on cleaning products. This has led to the proliferation of cheap, low-quality products that do not satisfy the intended desires of the consumers. Terryclean wishes to tap into the vast market and have a slice of it by offering a better alternative that will meet the consumer at an affordable price.
Our target customers are mainly the young adults in the age bracket of 25 and g5 years who want to do a thorough cleaning in their houses with one product that can be used for multiple applications without having to keep stock of dozens of different household cleaners – especially those that smell strongly of bleach. Our product offers a simple solution to cleaning without leaving a negative impact on the environment. These are our target customers because when you move out of your family’s house, the last thing you’re worried about is having cleaners for different types of surfaces in your home. With our product, you only need one bottle to cover the entire house. Another segment of the market to be targeted by the product is the older customers. The older members of our society are concerned with products that care for the environment and their health. As a result, Terryclean will offer these desires since it is free of hard chemicals and also made from natural ingredients that are not harmful to the body.
The above class of target customers is price conscious and seeks value for their money in any product. They would easily be associated with a product that offers both quality and value for money. They like to be associated with high-quality products going at affordable prices. This is what Terryclean is offering, quality, and affordability.
Another target audience will be institutions such as schools and colleges. Usually, such institutions spent a huge chunk of their resources on sanitation, especially the buying of different products for different purposes. With Terryclean, the institutions will save lots of money by buying one product for multiple uses. The product has the potential of improving sanitation in these institutions at no extra cost. Since institutions purchase cleaning products in large amounts, they will be an essential segment of Terryclean’s market segment, and the marketing strategies in place will strive to reach and persuade as many institutions as possible.
Terryclean will be sold at pocket-friendly prices so that it can be afforded by everyone, no matter the socioeconomic background. The product will, therefore, seek relevance in all the demographic levels without discrimination, and yet it will offer a premium experience to the users.
Geographically, Terryclean will be rolled out in the whole country, but this will be steadily from one state to another. There will be numerous collaborations with independent retail stores to sell the product on behalf of the manufacturer. To reach the target market, various advertisement channels will be used, including social media, print media, audiovisual media, and word of mouth promotion.
Terryclean will compete with other established brands in the market but will work to dislodge them out on the basis of simplicity, quality, and value for money. Recognizing that consumers want products that satisfy their end of the bargain, we will always strive to provide products of the highest possible quality to outsmart offerings by our competitors.