SLP2/MKT501 Strategic Marketing Assignment DIVERSE AND INCLUSIVE BRAND COMMUNICATIONS Assignment Overview **Complete this Module’s Case before the Session Long Project** Brand Communications We have

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MKT501 SLP 1

Trident University International

MKT501 Strategic Marketing

March 17, 2024

MKT501 SLP 1

Green Clean Solutions aims to provide customers with environmentally friendly cleaning products and services. The company understands consumers who wish to reduce their environmental impact through daily activities like household cleaning. Located in Seattle, Washington, Green Clean Solutions researches safe and natural formulations while creating a brand representing the values of care for the planet. Through establishing profiles on social media websites and an informative company webpage, they hope to connect with people prioritizing eco-friendly options (Dahlen et al., 2010).

Company Overview

Green Clean Solutions provides environmentally friendly cleaning products and services for homes. Located in Seattle, Washington, the company aims to offer sustainable alternatives for cleaning needs through the use of biodegradable products or green cleaning services that do not harm the environment (AIContentfy, 2023). Green Clean Solutions believes that homes can be kept shining while protecting the planet. The company slogan, "Sustainable home cleaning for a shining home," portrays this goal. The logo featuring images of a shiny home alongside leaf illustrations displaying the words Green Clean Solutions reinforces the brand identity of providing eco-friendly solutions for homeowners (Dahlen et al., 2010). The website created on the Wix platform further strengthens the promotion of these ideals with its green and clean design, establishing expectations of green values from potential customers at an initial view.

The Consumer

Research shows that consumers focused on sustainability experience frustration when eco-friendly options are unavailable. A buyer persona representing Green Clean Solutions' target demographic would be a health-conscious female aged 30 to 45 years, living in the Seattle area with her family. As a mother, she cares deeply about protecting the environment for her family and community. Always searching for ways to reduce her family's footprint, she believes her daily choices can make a big difference. However, balancing work with other duties gives her little time for extensive research. She often finds that acquiring truly green cleaners needs to be more affordable.

This mother prioritizes safe, natural products that will not pollute the air or water inside her home. She seeks companies committed to using safer ingredients and reducing plastic packaging waste. Though caring about the earth, daily chores like cleaning must be straightforward with her busy schedule. If natural methods take too much effort against stains or messes, she will choose easy traditional products instead (AIContentfy, 2023). Due to these priorities and pain points, ready-made sustainable cleaners that meet her high standards for the environment and are effective are rarely accessible locally within this woman's busy routine and budget. She has hoped companies embrace the growing demand for greener options balanced with convenience. Now learning of Green Clean Solutions through their website and social media, this buyer feels new optimism that her family may fulfill daily cleaning needs while supporting companies like this one, aiding the protection of the planet.

Competitive Analysis

Green Clean Solutions operates in the eco-friendly cleaning products market in Seattle. Research finds two companies currently prominent locally. Eco Essentials has been providing natural cleaners in the area for a long time. With an estimated 30% share of the green cleaning market in Seattle, it offers many standard items like dishwashing liquid and all-purpose spray. However, their services and certain specialty goods appeal less to busier customers. Another competitor, Sustainable Space, has focused solely on green cleaners for over 15 years and holds around 20% of the local market. Their clients receive weekly or biweekly deliveries of ready-made products suited to different household needs and sizes. While this ease appeals, subscription costs deter some, and not all formulas prove best performing on tough spots.

Green Clean Solutions aims to fill the gaps faced. By offering both off-the-shelf essentials and optional on-demand services, they better serve diverse consumer needs, schedules, and budgets. Carefully formulated products harness the safest ingredients and packaging to compete on performance and environmental impact versus alternatives. An emphasis on education empowers clients to sustain green choices independently or rely on Green Clean Solutions for any specialty requirements in the future. This balanced value meets demands for eco- and user-friendly methods expressed as necessary by the target consumer.

Social Media Applications

Green Clean Solutions has created profiles on Instagram and Facebook to connect with interested customers online. The Instagram account @GreenCleanNW utilizes the company logo and tagline in its display. Initial posts highlight product photographs and lifestyle images portraying a clean, green home. Regular sharing of informative infographics emphasizing sustainability and human impact aims to engage members focused on such values. Occasional contests or promotions will reward engaged followers.

On Facebook the page can be found at facebook.com/Green CleanNW. Here, the header includes the logo beside a call to action requesting people to like and follow the brand. Status updates provide education on product ingredients and their safe alternatives versus standard chemicals (Nielsen, 2018). Questions from followers on cleaning challenges or recommendations for non-toxic solutions will receive responses to build trust. Links to the website and blogs invite learning more. These applications allow direct interaction, promoting Green Clean Solutions as a resource. Over time, consistent posting developing a following, and community dedicated to the brand's mission brings greater awareness and sales in the local natural cleaning market by highlighting solutions for an eco-friendly, clean home.

Conclusion

Green Clean Solutions strives to fulfill an essential need for solutions empowering individuals to care for their homes and the earth simultaneously. By addressing key pains of the target market through convenient, high-performance offerings balanced with education, the company intends to gain customers devoted to their mission (AIContentfy, 2023). Over time, consistent interactions online and quality customer experiences are expected to gradually increase the brand's presence in Seattle's natural cleaning industry. This would allow more people to fulfill cleaning demands in an environmentally conscious manner through Green Clean Solutions' services and products (Nielsen, 2018). The company remains dedicated to providing households with a shining environment while protecting the surrounding community and the world at large.

References

AIContentfy. (2023). The impact of brand consistency on customer acquisition. Lucidpress. Retrieved from https://aicontentfy.com/en/blog/impact-of-brand-consistency-on-customer-acquisition

Dahlen, M., Lange, F., & Smith, T. (2010). Marketing communications: A brand narrative approach. John Wiley & Sons.

Nielsen. (2018). Global Nielsen study: Consumers believe companies must take environmental action—Even if it costs them. Nielsen. Retrieved from https://nielseniq.com/global/en/insights/analysis/2018/global-consumers-seek-companies- that-care-about-environmental-issues/