MR1100 Discussion Post 1, Fall 2019

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Discussion 1
Marketing Mix
The line of products I chose to examine for this discussion is Swiffer.  Swiffer, introduced in 1999, is a household cleaning brand created by product super force Procter & Gamble. Growing up in the era before YouTube and Netflix, I remember seeing Swiffer commercials on television while watching my favourite shows. In the early 2000’s, Swiffer commercials depicted busy families, pet owners, and the on-the-go professional who valued convenience and efficiency in cleaning products. Now, in this new technological era where brands are building more intimate relationships with the customers, Swiffer has taken to YouTube to promote its newest products and build relationships with customers. These ads, targeted at millennials and gen Y-ers, relates to the 20 to 35-year-old demographic of young adults.
Swiffer has its own YouTube channel, and if you follow the link provided, you will find many videos that Swiffer has created to reach their target market. “Cleaning Confessions” is a series of segments where young adults share their cleaning woes while demonstrating the varieties of Swiffer WetJet as easy solutions to their frustrations. In each video, the actor proudly ditches the traditional mop and bucket, and expresses how fast and easy Swiffer’s products make it to keep a clean space. They also have a collection of How-To cleaning videos that teach viewers how to use their products on various household items. The YouTube comment section provides instant user feedback to Swiffer. Despite being a relatively ordinary household product, Swiffer is utilizing the powers of social media and networking to create buzz and generate conversations about their products.
P&G effectively use the Internet for much of their promotion, and as a selling place, as you can find Swiffer on most major department store’s websites, such as Walmart, Canadian Tire and Amazon. You will also see in-store promotions featuring sales, coupons and discounts for Swiffer refills. Swiffer’s marketing model follows the “razor and blades” approach—by selling an affordable system that required the purchase of refills during its useful life.
Swiffer’s line of cleaning products includes the WetJet, Sweep & Trap, Sweep & Vac, Dust n’ Shine, and refills that have familiar scents of other products, such as Gain and Febreeze. By offering more than just a mop alternative, Swiffer has penetrated their target market by offering them all the cleaning supplies they would need to keep a space tidy, dirt- and dust- free.
When it comes to product, place, price and promotion, P&G are industry leaders, so it is no surprise that their Swiffer line of products hit on all of these components. A variety of attractive, bright, youthful products for the busy professional; In-store and online, using target ad marketing and social media to enhance product relevance and interactivity; at a price that is affordable to the everyday buyer; promoted to busy professionals, active families and pet owners in the millennial / generation Y demographic via accessible and modern technologies.
Check out the links for more info on these products!
https://www.youtube.com/channel/UCcWvZDYE9a3CWcSzZ1_6quQ
https://en.wikipedia.org/wiki/Swiffer


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