Marketing Plan-OxyClean

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Table of Contents

I. Executive Summary

a. Business Description

b. Mission/Vision Statement




c. Product/Service

d. Core Competencies

e. Marketing Mix

f. Projected Sales & Earnings

II. Products/Services

a. Description

b. Branding Ideas



III. Market Research & Analysis

a. Target Market

b. Competition Strengths, Weaknesses, Opportunities, and Threats

c. Channels of Distribution

d. Promotions

Executive Summary

Max and Elaine Appel founded Orange Glo International in 1. As a father and

consultant to environmental and medical organizations, Max recognized the importance

of maintaining a healthy environment both inside and outside the home. Today, we

remain a family-run business, developing powerful cleaners that are healthy, safe for

the environment, effective and economical to use.

Since our first demonstration of Orange Glo at the Colorado State Fair, millions

of millions of people throughout the US, and in places as far as Tokyo and Paris have

tried, used and told their friends and neighbors about our products.

Mission Statement/Vision Statement

At Orange Glo International, our mission is to delight people with magnificent

new ways to clean that are innovative and healthy. We actively seek input from

consumers and customers about our products and services. Each of our products

reflect(s) input from people like you. We hope your experience with Orange Glo

International is wonderful. Our Mission is to supply safe products for the maintenance

of longer healthier lives and to help keep and preserve our earth as a toxic free

environment for plants, wildlife, and man. We offer, and will seek to find, products for

safe cleaning of homes, offices, businesses, and vehicles. Further, our mission is to offer

distributorship financial opportunities through distribution of these products. Our

mission is to constantly be a growing, profitable company that is respected for its

reputation of treating its customers and associates with the highest level of honesty and

integrity.

Our focus is to provide our customers and associates with the level of

satisfaction with regard to our products and services that always surpasses there

expectations.

Products/Services



We developed our first product, Orange Glo Wood Cleaner and Polish, in the

family garage, using pure orange oil as a key ingredient for its cleaning power, and

refreshing scent.

Our next big innovation was Oxi-Clean Multi-Purpose Stain Remover, an

incredible product that harnesses simple oxygen as a strong, natural stain fighter.

So far, millions of people worldwide have enjoyed our growing family of

products, which include Orange Clean Tough Acting Degreaser and Multi-Purpose

Cleaner, Kaboom All-Purpose Stain Remover, and many more. We remain committed

to meeting our customers’ needs with new, exciting cleaners that live up to the highest

standards of product quality.

Core Competencies/Product History Background

Thanks to the efforts of our team, we experienced as much as 700% annual

growth between 18 and the year 001. In the October 000 and 001 issues of

Inc. Magazine, Orange Glo was listed as the fourth and tenth fastest growing

privately held company in America. In August 001, we were awarded Colorado

Company of the Year for excellence in retail, wholesale and distribution. As we

discover your tough new cleaning challenges, we continue to re-create the magic

of Orange Glo.

From Orange Glo to Oxi-Clean, we have created over 5 products to use in your

home that are, all made with the same promise of powerful cleaning solutions that are

safe for your whole family. We hope you enjoy the products as much as we enjoyed

making each one of them for you. As a leading consumer products company we are also

deeply committed to advancing technology which can address changing consumer needs

throughout the world. In fact, our goal is to use our technology to create new products

that will continue to improve the quality of life for our consumers wherever they live. As

a successful business, we are focused on achieving the consistent growth required to

continue our global success and to make us an even stronger company. We believe this is

the best way to benefit our consumers, our people and our shareholders. Orange Glo

People, working around the world, share a commitment to our three core corporate

Values Caring, Global Teamwork and Continuous Improvement. These values are

reflected not only in the quality of our products and the reputation of our Company, but

also in our dedication to serving the communities where we do business.



Marketing Mix

The Marketing Mix is like another common mix, a cake mix.

The marketing mixs most famous phrase is also known as the Four Ps.

Elements of the Marketing Mix are Product, Price, Promotion and Place

(or route of distribution). The country we have chosen to do our Marketing

Mix in is Argentina, and the product is Oxi-Clean., which is a cleaning

product.

This product has been proved to be an excellent cleaner, and has

been a number one seller in the United States.

Local Agents in Argentina have played a key role in placing

Foreign (particularly European and US) industrial products in Argentina,

because they provide a convenient, efficient link between potential end

users, in most cases, agents are responsible for introductions, consulting

about market strategies for their market, arrangements for exhibitions at

local fairs, and general promotional activities.

They generally help in the negotiations and final sale of the product

and then perform support services, helping with quotations, financing,

import regulations, permits arranging for warehousing of inventory and

collections. Agents are generally paid a fee plus a royalty or commission

based on sales volume and receipts.

Entry into the Argentine market can be accomplished in a variety of

ways by using already established local distribution channels, such as

agents and Argentine importers; through joint venture and licensing

arrangements with Argentine firms; by direct marketing; or through the

more substantial investment needed to open a branch or subsidiary in

Argentina.

The goal is to determine how to reach the primary users of the

product or service through the most efficient, cost-effective means, then

learn how to gain their repeat business.

By doing business through an Argentine agent or distributor, an

exporter can avoid having to wade through all of those details. Test-

marketing through a few Argentina based specialists can show the nature,

location, and size of a market before a heavy investment is made.

On the other hand, marketing through someone else will mean a loss

of a percentage of the profits, of some control over the process, and learning

the finer points of the process. The exporter will have to rely on the Argentine

representatives investigation, marketing decisions, and general smarts. The exporters

product will also probably be only one of many handled by the distributor. Understanding

Argentina’s cultural heritage is necessary for understanding its people and how business

is done in the country.

U.S. companies intending to export to Argentina should consider economic,

demographic, as well as cultural characteristics that differentiate it from other Latin

American countries. Having the highest per capita gross domestic product and the second

highest total gross domestic product and life expectancy in Latin America, as well as low

rates of population increase and illiteracy rates, Argentina attracts many business

opportunities. The population and economic activity are highly concentrated in the

greater Buenos Aires area. The population is largely of European descent and continues to

have strong ethnic, cultural, as well as business ties with Europe. Consumer preferences

tend to resemble more those of Europeans than those of other Latin America nationals.

However, revenues are highly dependent on MERCOSUR trade, especially with Brazil,

and the regional economic situation.

In many sectors, European competitors of U.S. firms are already present in the

market, and may be well entrenched. Nevertheless, the U.S. is Argentina’s single largest

trade and investment partner and many U.S. firms have been very successful. U.S.

lifestyle and consumption habits are increasingly influential. U.S. products have a strong

reputation for quality and technological innovation, but U.S. firms are sometimes seen as

lacking commitment to the market. It is important to be prepared for a competitive market

environment. As in many countries, personal relationships are fundamental to doing

business in Argentina. Success requires taking the time to develop a close personal

relationship with your representative, agent or distributor. Marketing U.S. products and

services in Argentina requires the same level of research, preparation and involvement--if

not more--as domestic marketing. U.S. firms handicap themselves if their product

literature, labels, manuals and other written materials are not in Spanish. When preparing

Spanish-language materials, care should be taken to ensure the meaning is consistent for

all Spanish-speaking markets in which they will be used. Argentine Spanish differs for

example, from Mexican or Chilean Spanish, with unintended - and sometimes

embarrassing - meanings resulting when a translator is not familiar with variations in the

language from market to market. After analyzing the product and its uses and establishing

who the potential customers are, U.S. companies intending to export to Argentina should

identify the geographical areas where the major users of the product are. It should be born

in mind that 80 percent of the Argentine population is concentrated in urban areas, with

over 5% living in Buenos Aires and its suburbs, and almost 10% in three cities Cordoba,

Rosario and Mendoza and their suburbs.

Sales and Earnings

NET SALES

Back to Top

OPERATING INCOME

Back to Top

NET EARNINGS (INCLUDING O005 CHARGES)

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NET EARNINGS (EXCLUDING O005 CHARGES)

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DILUTED EARNINGS PER SHARE (INCLUDING O005 CHARGES)

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DILUTED EARNINGS PER SHARE (EXCLUDING O005 CHARGES)

Back to Top

RESEARCH AND DEVELOPMENT EXPENSE

Back to Top

ADVERTISING EXPENSE

Back to Top

CAPITAL EXPENDITURES

Products/Services

Branding Ideas Orange Glo International

Air Fresheners

Orange Grove Air Freshener

Cleaning Accessories

Oxi-Clean Squirt Bottle

Orange Clean Grip-Easy Covers

Orange Glo Mop Covers

Orange Clean Squeegee Window Cloths

Orange Glo Mop

Orange Glo Broom

Huge Super Shammy

Orange Clean Spray Bottle

All-Purpose Shammy

Kaboom Shammy

Kaboom Sponge

Floor Cleaners

Orange Clean Multi-Purpose Floor Cleaner

Orange Glo Wood Floor Polish and Cleaner

Kitchen, Bathroom and Multi-Purpose Cleaner

Orange Clean Degreasing Foam

Orange Clean Powerful Paste Cleaner

Orange Clean Super Concentrate

Orange Clean Degreasing Foam

Orange Clean Powerful Paste Cleanser

Bar Of Oranges Shampoo and Body Bar

Orange Clean Tough Acting Degreaser and Multi-Purpose Cleaner

Orange Clean Scrubbing Cleanser

Kaboom Shower, Tub, and Tile Cleaner

Slick Shield Glass Polish and Protectant

Kaboom Restorer Complete Kit

Oxiclean Everday Kit

Oxiclean Toil Bowl Tablets

Orange Clean Window Cleaner

Orange Clean Kitchen and Bathroom Wipes

Ultimate Kitchen Cleaning System

Bathroom Cleaning System

Dish Detergents

Oxi-Clean Automatic Dishwasher Detergent

Oxi-Clean One Step Automatic Dishwasher Detergent

Orange Clean Liquid Dish Soap

Laundry and Fabric Care

OxiClean Spot and Stain Pre-Treater

Oxisoft Fabric Softener

Oxiclean Multi Purpose Stain Remover

Oxiclean Laundry Detergent

Oxiclean Instant Spot Remover Wipes

Orange Clean Liquid Laundry Detergent

Super OxiClean Value Kit

Oxiclean Home Cleaning System

Wood Care

Orange Glo Wood Cleaner and Polish

Orange Glo Wood Floor Polish and Cleaner

Orange Glo Polishing Cloths

Market Research and Analysis

Target Market

Oxiclean will target consumers of all genders in Argentina. This includes

professional athletes, small and large businesses, as well as household consumers.

Because of Oxiclean’s ability to remove stains, odor, and dirt, all consumers will benefit

from its versatility.

Professional soccer player Diego Maradona was chosen as the spokesperson for

Oxiclean. Because soccer is the most popular sport in Argentina, utilizing this

professional sports player to market Oxiclean will lead to increased sales.



We are also targeting small and large businesses because by using Oxiclean, they

will be able to save on labor costs. This easy, safe, effective, and efficient product

provides such a wide range of flexibility that if used, numerous products will no longer

be needed to achieve the same outcome.

Lastly, household consumers will be targeted, especially those that have children

and pets. Oxiclean conquers pet odors, stains from baby formula, clothes, and carpet. In

addition, it is chlorine-free, odor-free, and color safe, all of which are necessary when

children and pets reside at the property.



Competition

Our main competition in the cleaning supply business is companies such as

Proctor and Gamble, Johnson and Johnson, and SC Johnson to name a few.



Strengths, Weaknesses, Opportunities, and Threats

Strengths

· At Orange Glo, we offer powerful, healthy cleaners designed to help you get the

job done quickly and easily. Like so many small companies, what motivates us here at

Orange Glo is a dream to delight you and your family with products that perform

better than anything you’ve ever seen, are healthy to use, and take the drudgery out of

caring for your home and belongings.

· At Orange Glo, our focus has always been on the products and you. We don’t cut

corners or focus on the bottom line. We use only the best ingredients for your family and

home. That’s why we take the time to use the most fragrant and powerful oil from fresh

squeezed Valencia oranges, rather than using processed chemical extracts found in most

other citrus products today.

· Committed to a continuous approach

· Customers are the priority

· Cost-effectiveness is a permanent objective

· Employees are committed and responsible

· Receptive to change

· Committed to excellence

· Committed to environmental safety

· Career development is facilitated by appropriate training

Weaknesses

· Lack of product awareness in other countries.

· Competition grows

· Lawsuits from consumers & customers

· Suppliers increasing prices

· Competition from other cleaning supply companies already abroad companies

· Product availability

Opportunities

· Become #1 leader in Cleaning Supply Industry

· Increase Sales

· Global Expansion

· New technology in Products

· Economic Conditions improve

Threats

· Keep prices in tune with competitors

· Stay in compliance with EPA regulations

· Shop around for the cheapest and best suppliers

· Stay ahead of the competition through development of technology and product development

Promotions

Separate Presentation Enclosed

Channels of Distribution

An integral part of our business infrastructure is the warehousing and distribution

of our product. Our distribution is business-to-business and business-to-consumer,

verifying shipment accuracy, unpack, inspect for damage and generally stock for sale the

same day. We then pick, pack and ship customers’ orders, inserts, and promotional

literature.

We offer a full-scale, client-specific reverse logistics program, linking all returns

processing in real-time to the inventory management system. Returns are entered to the

system upon receipt of the product, at which time a client-specific set of standards

regarding re-stocking and disposal or warranty is applied.

Our extensive use of advanced technology and equipment in our distribution

centers enables us to generally maintain an order accuracy rate and ship in-stock orders

the same day. We will weigh the advantages of using existing channels against the

advantages of starting from scratch. Our goal is to reach the primary users of the product

through the most efficient, cost-effective means to gain their repeated business.

OxiClean will consider hiring a local agent in helping place our product in

Argentina. The Principal-agent arrangements in general involves less commitment and

less expense than virtually any other means of introducing our product into a foreign

economy.

By doing this OxiClean places the responsibility for handling the

importation process in the hands of local Argentine businesspeople, which is

knowledgeable about the local market, culture, and language. Argentine has an open-

market policy, which reduced and eliminated many barriers to international trade, import

tariffs were cut by more than half and surcharges were eliminated allowing goods to enter

duty-free.

We will distribute to small retailers, hypermarkets, and supermarkets and even

send out promotional packages to the consumer directly. Intermodal Transportation will

allow us more than one mode of transportation such as shipments traveling across the

ocean or by way of air.

Our key services are Product warehousing

Pick, pack and ship

Custom packaging, invoicing and promotional documentation

Transportation management

Reverse logistics

Custom reporting

Value-added services, including wrapping

Our Key Features are Multiple delivery options next-day, ground, postal and LTL

Extended hours for same day shipping

Automated picking

Multiple quality checks

Serial number capture

Warranty management

Our Key Benefits are Increased order accuracy

Enhanced customer satisfaction

Faster order fulfillment

Reduced inventory, direct costs and overhead

Flexible warehouse capacity

Scalable resource management



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