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PPT : About Floors, Physical Households, Cleaning & Swiffer Position
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The U.S. household cleaner market sales 2007: $5 Billion
The market includes 10 broad categories,
+ air fresheners,
+ bathroom/toilet bowl cleaners,
+ treated wipes and scouring pads,
+ floor cleaners,
+ oven/appliance cleaners,
+ glass cleaners,
+ multipurpose cleaners,
+ dish/dishwasher detergents,
+ furniture cleaners and miscellaneous cleaners
The Industry
* In 1960 30 hours and in 2006 18 hours
* There has also been an increase in the number of households from 1995 to 2005 of over 11M
* There has also been an increase in house size since 1950s
o 2000: 2266 square feet
o 1950: 983 square feet
o Average new home 2005: 3000 sq. ft.
+ at that point too large to clean on own— hire outside help
o wood flooring increase at a compound annual rate of 5.6 percent, totaling 1.3 billion square feet in 2007, which represents 4.3 percent of the total U.S. floor covering
The connect and develop method & ethnography
* Connect & Develop
* connect with external sources of new ideas: university and government labs, Web-based talent markets, suppliers, even competitors. Then you develop those ideas into profitable new or refined products—swiftly
* Procter & Gamble used connect and develop to develop Swiffer— using an outside agency
* Ethnography
* starts with a conscious attitude of most complete ignorance
* means learning from people
* cultural inferences from three sources:
o from what people say;
o from the way people act; and
o from the artifacts people use
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Category : FloorsSource : www.marketdirectionsmr.com
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Language : English
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