Marketing, Launching a Product

Product: The product that I will use this project will be glass cleaner. Specifically, the Windex original glass cleaner.

Target: The target consumer for this product is any middle class household that invests in cleaning supplies. The consumer is mainly female, 45-64 years of age, with an average household income of $50,000 or more. The polish and sanitation goods industry is a 16.5 billion dollar industry. There are approximately 154 million participants in the polish and sanitation industry.

Improvement: The improvement I will make to the Windex original glass cleaner will be combine the formula with a water repellant formula. This will allow for maintaining a longer “clean,” and it will allow consumers to use Windex on outdoor windows and car windows.

The addition of 3 oz of water repellant to the formula of Windex original glass cleaner will result in an increase in retail price of $5.17 from the existing retail of $2.98 thus making the new and improved formula retail for $8.15.

In an effort to reach the target market, and inform them of the new value package, I will use Good Housekeeping and Country Living magazines. The readers of these magazines not only match the target demographic, they match the lifestyle of the target market. I will begin advertising the improved Windex formula the first week of July through the mid-September in order to have media presence during the season of a new school year, where parents are thinking most about sanitation.

After a thoughtful review of the market, competitive environment, and target market incomes, I believe the target market will not accept the increase in MSRP. In the mind of the consumers, I do not believe that the added value will be a great enough benefit to outweigh the price jump. I will not proceed with launching the improved Windex original formula.