Cif is a very old brand in its sector of cleaning product and has a very strong image, but is too much associated to restrictive and occasional use.
As a communication agency, I was asked to think about a new communication strategy which could make Cif appears as more usable, more easily and in order to give a true image to its brand, often used because our mothers used it.
Here is my presentation of Cif expectations.
Product's reality: Abrasive product, non user-friendly
Old fashioned, restrictive and occasional use
Product's reality: Efficiency adapted to a range of new uses. Best product on traditional surfaces such as bathroom and restrooms.
According to the case and the situation faced by the company, we propose two overall marketing objectives.
[...] Similarly, in 3 months from now of the interviewed people should see a change in the image of Cif and consider it more modern Target choice and ranking Concerning our target, we chose several ones (developed in - Young active women as a communication target - To enlarge our communication target to a broader ranger of consumers never targeted before: young men - Women less than 50 years old as a marketing target 4. Communication tool choices Relating to communication supports, we chose specific tools that can reach our targets: Media: o Daily regional magazines ( such as La Provence minutes . [...]
[...] In our case, we can distinguish several promises: Using Cif, young active men feel like they are involved in housework not giving up on their masculinity For the first time in their private couple life, the male partner feels committed 2.5 Justification of the advertisement promise After seeing our advertisement promises, we have to justify them: Cif cannot be considered anymore as a female-dedicated product but it is a product dedicated to all genders. Cif consumers are expecting to purchase a cleaning product that can be used inside and outside and on a wider range of surfaces (cars, barbecue, bicycle, bike ) than perceived by the consumer today. [...]
[...] Therefore, Cif is pushed into restrictive and occasional use on difficult dirt and is perceived as an old fashioned product, so sales are decreasing and so is its penetration rate. Competitors have yet moved beyond process demonstration to values. So Cif wants to change its perception too. It is essential in order to reverse the current market erosion trend. The product has to become a daily product as well as to make the most of the “home enjoyment” niche Positioning Chosen positioning Product's reality: Efficiency adapted to a range of new uses Best product on traditional surfaces such as bathroom and restrooms Consumers' expectations: Competitors' positioning: Home enjoyment Ajax: ease of use, pleasant smell Modern Mr propre: innovative, pleasure of use Ease of use Our goal is to reduce the gap between the chosen and perceived positioning for the consumers. [...]
[...] This will link the old ads to the new ones and will immediately draw the setting in our customers' mind through the visual reminder. Then, following this idea, we will have to use the same logo as before, as well as the exact same fonts. Last but not least, when casting the models accordingly to the male target for the TV ads, it important to choose persons that our target can easily identify with. Thus: For the man: 35-year, in shape, toothpaste-like guy Brad Pitt not to name him For the woman: 28-year, Marion Cotillard Ideas of campaign TV commercial: mountain biker coming back home, wasted and muddy - Honey, can I borrow your Cif? [...]
[...] The goal of our strategy is to give Cif values and an image just like the other cleaning products have in the consumers' mind. In order to reach our goal and meet the consumers' actual expectations, we need to show what the benefits of Cif are for them, in others words: home enjoyment. Therefore, the tone should be in adequacy with our strategy. Demonstrations are too banned from our coming ads. To show this and also, in order to show the multi-task utilization of Cif, it could be a good idea to use humor in the ad (using Cif even for cleaning the car for example or your dog, something totally surprising). [...]
using our reader.