SC Johnson: Strategic Marketing Plan for OFF! Scented Insect Repellent
Develops a strategic marketing plan for SC Johnson's OFF! brand.
Sophia Johnson
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SC Johnson: Strategic Marketing Plan for OFF! Scented Insect Repellent
SC Johnson Public Report
Your name
Your Instructors name
Course No.
Your Institutions name
Date:
Develop a comprehensive strategic marketing plan for SC Johnson's OFF! Scented Insect
Repellent. Your plan should include an analysis of the target market, competitive landscape,
marketing objectives, and recommended strategies for product positioning, pricing, distribution,
and promotional activities. Additionally, discuss potential challenges and suggest metrics for
evaluating the plan's effectiveness.
Word Count Requirement: 2000-2500 words.
SC Johnson Public Report
Your name
Your Instructors name
Course No.
Your Institutions name
Date:
Develop a comprehensive strategic marketing plan for SC Johnson's OFF! Scented Insect
Repellent. Your plan should include an analysis of the target market, competitive landscape,
marketing objectives, and recommended strategies for product positioning, pricing, distribution,
and promotional activities. Additionally, discuss potential challenges and suggest metrics for
evaluating the plan's effectiveness.
Word Count Requirement: 2000-2500 words.
Company Background and Mission
SC Johnson is a privately held corporation based in Racine, Wisconsin that was established in
1889. It quickly grew, expanding through much of Europe by 1917. At this time, SC Johnson
was a parquet flooring company, but in the 1950s and beyond, the product categories grew
quickly. The company has acquired brands throughout the years quite successfully.
SC Johnson’s mission is kept a secret for competitive advantage (a), but the company does talk
about its commitment to family products and to five groups of stakeholders: Employees,
consumers, general public, neighbors and hosts, and the world community (b). SC Johnson has
made inroads to the sustainability movement in recent years and uses this as a further marketing
tool for its family product image. The company has been run exclusively by the decedents of
Samuel Curtis Johnson, Sr. who first purchased the small hardware company of a different name
(c). The five generations of ownership have given SC Johnson a thoroughly family flavor.
SC Johnson has taken an environmentally conscious stance for the better part of two decades.
The changes and ideas brought to the industry were first incremental, but SC Johnson now
admits that that is not enough to make real changes for the betterment of all. They now are
SC Johnson is a privately held corporation based in Racine, Wisconsin that was established in
1889. It quickly grew, expanding through much of Europe by 1917. At this time, SC Johnson
was a parquet flooring company, but in the 1950s and beyond, the product categories grew
quickly. The company has acquired brands throughout the years quite successfully.
SC Johnson’s mission is kept a secret for competitive advantage (a), but the company does talk
about its commitment to family products and to five groups of stakeholders: Employees,
consumers, general public, neighbors and hosts, and the world community (b). SC Johnson has
made inroads to the sustainability movement in recent years and uses this as a further marketing
tool for its family product image. The company has been run exclusively by the decedents of
Samuel Curtis Johnson, Sr. who first purchased the small hardware company of a different name
(c). The five generations of ownership have given SC Johnson a thoroughly family flavor.
SC Johnson has taken an environmentally conscious stance for the better part of two decades.
The changes and ideas brought to the industry were first incremental, but SC Johnson now
admits that that is not enough to make real changes for the betterment of all. They now are
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