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Method Brand Audit
Transcript of Method Brand Audit
a brand audit by: Sarah Morin
an introduction to method.
"we wanted to represent a whole new approach to cleaning—a smarter, more holistic process—a new way, based on great technique rather than brute force.”
-Adam Lowry & Eric Ryan
the method method
brand inventory: products.
name. logo. slogans.
marketing the method brand.
points of parity & differentiation.
brand identity planning model:
strategic brand analysis.
method's target market.
metrics to consider.
Households with an income greater than the median average of $50K (census.gov)
Between the ages of 25 and 60
Lives with children
Concerned over family's health
Values the home's appearance
Watches home network shows like HGTV
Frequently cleans up messes
Points of parity
offers eco-friendly products
available at many large retailers
offers wide variety of scents
"as a green consumer, every brand that I patronized asked me to make a sacrifice" -Adam Lowry
Points of differentiation
satisfies unmet need for functional packaging
offers stylish packaging
uses recycled ocean plastic
wholly biodegradable and non-toxic formulas
non-aerosol air fresheners
no chemical smells
does not offer a value/bargain priced product
Adler, C. (2011, May 3). Method Home Cleans Up With Style and (Toxic-Free) Substance | TIME.com. Retrieved October 3, 2014, from http://business.time.com/2011/05/03/method-soap-business-profile/
Agnese, J. (n.d.). Industry Survey: Household Non-durables. S&P Capital IQ, (September 2014). Retrieved September 29, 2014.
DeNavas-Walt, C., & Proctor, B. (2013). Income and Poverty in the United States: 2013 Current Populations Report. Retrieved October 2, 2014, from https://www.census.gov/content/dam/Census/library/publications/2014/demo/p60-249.pdf
Home as Corporate Strategy. (n.d.). Retrieved from http://www.iehn.org/publications.case.home.php
Keller, K. (2002). Brand Extensions. In Branding and Brand Equity. Cambridge, Mass.: Marketing Science Institute.
Keller, K. (2002). Identity Implementation. In Branding and Brand Equity. Cambridge, Mass.: Marketing Science Institute.
Peters, J. (2004, October 15). Packaging’s Fifth Function—The Package Is the Product. Retrieved from http://www.packagingconnections.com/downloads/download37_0.pdf
Ryan, E., Lowry, A., & Lucas, C. (2011). the method method. New York, NY: Portfolio Penguin.
Von Hoffman, C. (2006, June 19). A Washout or a Clean Sweep? Brandweek.
*All photographs taken from Method's Facebook page: https://www.facebook.com/method?ref=br_tf
Low brand awareness relative to Lysol and Clorox
Clorox has over 2 million followers on Facebook, while Method has just over 650 thousand
Method continues to disrupt the cleaning industry by providing unmet needs like functional packaging and scented cleaning products
1 person out of 19 recalled the Method brand when asked to name 5 brands of all-purpose cleaners
Lysol and Clorox consistently scored highest in brand salience categories, emotional connection, and loyalty
Overall, Method scored the lowest in each category of questions asked
"Lifestyling" of the home
Chemical dependence and a concern for good health
Consumers are selfish
Clean without the chemicals
Green AND Effective
A stylish clean
Strengths & Strategies
Perception of effectiveness
Harsh chemical smells
Not unique or innovative
Existing Brand Image
An industry outlier
Still an unknown entity
Founded to create a healthier clean
Strengths & Weaknesses
Improves functionality of cleaning products
Minimalist packaging does not tell a consumer how to differentiate between Method and the competition
Green at heart
Optimize the experience
desired positioning: suggestions.
Improve consumer salience
Strengthen awareness of Method products' effectiveness and environmental benefits
Counteract loss of advertising space on packages innovated to be compact and space efficient
measures of brand equity:
emotional response to brand
Power of baking soda
Power of OxyClean
Feature Method body soap with bamboo bath towels and accessories from Bed Bath & Beyond
Method Oceans Plastics product line featured in Royal Caribbean or Carnival cruises
the method promise.
return on investment from advertising campaigns
percentage change in market share as a result of positioning efforts