Fantastik
Micro-Environment
Fantastik's micro-environment is made up of customers, the company itself, and its competitors.
Customers: The market in which fantastik aims to attract is a consumer market that wants to maintain a clean home. They chase low prices, and have little brand loyalty. Because a lot is known about the target market of the brand, customers can be easily reached through media and the like.
Company: The fantastik brand is a branch of the SC Johnson company. The company was founded in 1886 in Racine, Wisconsin. In 2006, the brand was found in more than 100 countries with 12 000 employees. SC Johnson is comprised of many different brands such as Raid, Glade, Windex, Shout, and Pledge. The company has three core values which include, innovation and quality, workplace excellence, and environmental and community leadership. SC Johnson opened a Canadian headquarters in Brantford, Ontario in 1920 to produce products for the Canadian market and export products to the United States.
Competitors: The fantastik brand has various competitors including, Lysol, Easy Off Bam, Mr. Clean, Vim, Hertel, Clorox, and private labels. All of these products are targeted primarily at females who are responsible for the cleanliness of their homes. These competitors all make cleaning easier, and there is little to no product differentiation. The competitors offer the same product at reduced prices, as compared to fantastik. One of the most feared competitors is Lysol, as they offer their all-purpose cleaning products at reduced prices, and is gaining popularity.
Macro-Environment
Fantastik's macro-environment is composed of social/cultural, demographic, and economic trends.
Social/Cultural: Customers of all-purpose cleaners want to receive deals and promotions. This is evident as sales of private labels have increased, while sales of name brand products have decreased. Although fantastik is a well known brand, with a well known brand character, customers
Fantastik's micro-environment is made up of customers, the company itself, and its competitors.
Customers: The market in which fantastik aims to attract is a consumer market that wants to maintain a clean home. They chase low prices, and have little brand loyalty. Because a lot is known about the target market of the brand, customers can be easily reached through media and the like.
Company: The fantastik brand is a branch of the SC Johnson company. The company was founded in 1886 in Racine, Wisconsin. In 2006, the brand was found in more than 100 countries with 12 000 employees. SC Johnson is comprised of many different brands such as Raid, Glade, Windex, Shout, and Pledge. The company has three core values which include, innovation and quality, workplace excellence, and environmental and community leadership. SC Johnson opened a Canadian headquarters in Brantford, Ontario in 1920 to produce products for the Canadian market and export products to the United States.
Competitors: The fantastik brand has various competitors including, Lysol, Easy Off Bam, Mr. Clean, Vim, Hertel, Clorox, and private labels. All of these products are targeted primarily at females who are responsible for the cleanliness of their homes. These competitors all make cleaning easier, and there is little to no product differentiation. The competitors offer the same product at reduced prices, as compared to fantastik. One of the most feared competitors is Lysol, as they offer their all-purpose cleaning products at reduced prices, and is gaining popularity.
Macro-Environment
Fantastik's macro-environment is composed of social/cultural, demographic, and economic trends.
Social/Cultural: Customers of all-purpose cleaners want to receive deals and promotions. This is evident as sales of private labels have increased, while sales of name brand products have decreased. Although fantastik is a well known brand, with a well known brand character, customers