1. Marketing Mix
Product
Swiffer is a great product and has a grip on the market. The quick addition of line extensions helped at
first but now seems to hinder. Swiffer should go back to the basics, and focus on making their
successful product even better. Not by adding features necessarily, but by making sure the main
products, (Swiffer, Swiffer Wet, and Swiffer Wet Jet) are stellar. They need to make sure that those
lines are solid, and have great satisfaction rates. This commitment to quality will get them farther than
having fifty different variations of the product. This is a case of KISS, keeping it simple will help them
grow the market and gain loyal customers along the way
Distribution/Place
Although Swiffer currently has found several avenues for consumers to purchase products, the ability
for growth still remains. The majority of the marketing plan requires a pull strategy, but distribution
will have a pull focused one. With higher distribution channels it not only increases customer
awareness and brand recall for the product. It also offers the potential for higher profit margins on
specific products. Currently the Swiffer Sweeper has the smallest refill amount available at 12
replacement sheets. If Swiffer refill locations were placed in gas stations, the ability to sell a 3 or 5
pack at a higher margin per refill sheet is absolutely obtainable. Consumers are willing to pay for
convenience. Picking up a small pack of refills for a little extra to avoid an additional trip to the grocery
store may provide beneficial to an ever increasingly time sensitive culture. In stores where Swiffer can
be currently found improved methods of shelving are ideal. Refill kits should be available at end caps
near the front registers.
Promotion
The main thrust of the promotion will be focused around increasing trial. Swiffer is dominating the
market by leaps and bounds. First times trial is the key to sustainable margins and growth. Ways to get
that trial will include:
Rebate incentives for specific promotions. Most current promotional plan Swiffer could implement: $3
mail in rebate on Swiffer CarpetFlick to Celebrate Dads and Grads!
Bundling swiffer products with other P&G products will be used at key times to get the swiffer into
more hands
Bunding Swiffer product coupons in DVDs catered towards adults and children. P&G previously has
found success with the release of Cinderella on DVD.
P&G felt the economic recession (some argue we are still in) of the early 2000s was prime time to
capitalize on increasing market share. One way was with billboards.
Internet Coupons – Coupons available only through the Swiffer website. Since we know the majority of
consumers frequent the internet, it is an excellent incentive for them to explore what Swiffer products
are available.
Coupons inside other Swiffer products. Since each Swiffer product is unique, coupons for sister
products could increase sales. Purchase a 12 ct refill kit for your Swiffer Sweeper and receive a $5 off
coupon off the Swiffer CarpetFlick. The majority of these coupons should be aimed at higher adoption
rates of the CarpetFlick, and refills for the original Swiffer Sweeper.

2. Contests/Awards – Swiffer has found success with the “amazing woman of the year” contest and we
believe these efforts should be continued. An ad campaign for People who Swiffer their communities,
highlighting community leaders and charity work.
Product Placement – Swiffer should be considered a way of the American life. Every family room
featured on television or film has a television. This should hold true with every kitchen having a
Swiffer on hand. Jessica Simpson’s Rolling Stone of the “housewife” is evident of the Swiffer’s impact
on modern culture.
A new television advertising campaign centered on reminding people about swiffer and how easy it is
to use will be developed. It will be simple quick and to the point much like swiffer. The message is
“hey, it’s just easy”
Price
Pricing towards traditional methods of cleaning will not be a goal of the marketing plan. Taking a wet
soapy rag on your hands and knees will always be the cheapest route. The key is to show the value in
Swiffer products. Price will be considered a factor in regards to specific name brand competitors.
Pledge offers products very similar to Swiffer’s, and although brand loyalty is strong, if pricing
becomes substantially favorable for Pledge, it is safe to assume consumers will be lost.