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

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SC Johnson: Strategic Marketing Plan for OFF! Scented Insect RepellentSC Johnson Public ReportYour nameYour Instructors nameCourse No.Your Institutions nameDate:Develop a comprehensive strategic marketing plan for SC Johnson's OFF!Scented InsectRepellent. 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 forevaluating the plan's effectiveness.Word Count Requirement:2000-2500 words.

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Company Background and MissionSC Johnson is a privately held corporation based in Racine, Wisconsin that wasestablished in1889. It quickly grew, expanding through much of Europe by 1917. At this time, SC Johnsonwas a parquet flooring company, but in the 1950s and beyond, the product categories grewquickly. 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 talkabout 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 hasmade inroads to the sustainability movement in recent years and uses this as a further marketingtool for its family product image. The company has been run exclusively by the decedents ofSamuel 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 nowadmits 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 inparadigm for corporate goals. By choosing only the safest chemicals produced in the cleanestplants, embracing efficient shipping practices, and innovating power sources like methane fuelfrom landfills for manufacturing, SC Johnson hopes to lead the world to a cleaner, moresustainable tomorrow (d, p.18-19). In 2006, SC Johnson was honored with the PresidentialAward for Environmental Leadership for its use of the Greenlist program that screens chemicals(e).Company DescriptionSC 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, homestorage, and home cleaning (g). In June 2009, SC Johnson sold its Edge and Skintimate shavebusinesses to Energizer Holdings, Inc., this moved SC Johnson out of the Personal Care categoryof products (i). The move seems to indicate a commitment to its strengths by limiting productlines.Competitive AdvantageAs SC Johnson is proposing a new addition to the OFF! Brand for SC Johnson. OFF! Scentedwill be the leader in insect repellent sprays for young people for a number of reasons. First, thescents 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 newlyengineered fragrant ingredient. Testing the scents on likely users of the product has been verypositive. The scents are very agreeable to peoplebecause of their fresh outdoors, odor-covering

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