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SC Johnson: Strategic Marketing Plan for OFF! Scented Insect Repellent

Develops a strategic marketing plan for SC Johnson's OFF! brand.

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    SC Johnson: Strategic Marketing Plan for OFF! Scented Insect Repellent SC Johnson Public Report Your name Your Instructors name Course No. Your Institutions name Date: Develop a comprehensive strategic marketing plan for SC Johnson's OFF! Scented Insect Repellent. Your plan should include an analysis of the target market, competitive landscape, marketing objectives, and recommended strategies for product positioning, pricing, distribution, and promotional activities. Additionally, discuss potential challenges and suggest metrics for evaluating the plan's effectiveness. Word Count Requirement: 2000 - 2500 words.

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    Company Background and Mission SC Johnson is a privately held corporation based in Racine, Wisconsin that was established in 1889. It quickly grew, expanding through much of Europe by 1917. At this time, SC Johnson was a parquet flooring company, but in the 1950s and beyond, the product categories grew quickly. The company has acquired brands throughout the years quite successfully. SC Johnson’s mission is kept a secret for competitive advantage (a), but the company does talk about its commitment to family products and to five groups of stakeholders: Employees, consumers, general public, neighbors and hosts, and the world community (b). SC Johnson has made inroads to the sustainability movement in recent years and uses this as a further marketing tool for its family product image. The company has been run exclusively by the decedents of Samuel Curtis Johnson, Sr. who first purchased the small hardware company of a different name (c). The five generations of ownership have given SC Johnson a thoroughly family flavor. SC Johnson has taken an environmentally conscious stance for the better part of two decades. The changes and ideas brought to the industry were first incremental, but SC Johnson now admits that that is not enough to make real changes for the betterment of all. They now are

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    focusing on “disruptive progress,” a term used in business today to indicate radical shifts in paradigm for corporate goals. By choosing only the safest chemicals produced in the cleanest plants, embracing efficient shipping practices, and innovating power sources like methane fuel from landfills for manufacturing, SC Johnson hopes to lead the world to a cleaner, more sustainable tomorrow (d, p.18 - 19). In 2006, SC Johnson was honored with the Presidential Award for Environmental Leadership for its use of the Greenlist program that screens chemicals (e). Company Description SC Johnson’s brands encompass many household products that they manufacture and market. The four main product categories that SC Johnson produces are: Pest control, air care, home storage, and home cleaning (g). In June 2009, SC Johnson sold its Edge and Skintimate shave businesses to Energizer Holdings, Inc., this moved SC Johnson out of the Personal Care category of products (i). The move seems to indicate a commitment to its strengths by limiting product lines. Competitive Advantage As SC Johnson is proposing a new addition to the OFF! Brand for SC Johnson. OFF! Scented will be the leader in insect repellent sprays for young people for a number of reasons. First, the scents SC Johnson has created will be in demand because of experimental sample projections. Tests have shown that users with sensitive skin have no adverse reactions to the newly engineered fragrant ingredient. Testing the scents on likely users of the product has been very positive. The scents are very agreeable to people because of their fresh outdoors, odor - covering

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