SCRUB DAISYMARKETING PLAN

by Dan Long and Marissa Pastre

Scrub Daddy Inc.The Original Scrub Daddy was invented by Aaron Krause and a patent was applied

for in 2006.Krause went on Shark Tank and gained investor, Lori Greiner, Greiner’s resources,

and wide reaching brand awareness.

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Why Scrub Daddy?

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Scrub Daddy's FlexTextureTM changes texture with water temperature.It is made of a unique, proprietary, and EXCLUSIVE highly engineered

polymer.

Situation Analysis:

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Scrub Daddy’s main goal is to be recognizable while capturing a significant percentage of the world market in sponges, scrubbers and cleaning tools. Marketing helps to support this by growing brand awareness and increasing sales.

After the launch of the first product Scrub Daddy, the company has launched many new product lines including but not limited to: Scrub Mommy, Lemon Fresh Scrub Daddy, Scrub Daddy Heavy Duty.

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Goals and History

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The company uses constant media and garnered a huge audience with the appearance on Shark Tank.

Because of the unique formulation and proximity to the key ingredients, the special material can only be produced in one

factory located in Germany.

Production and Promotion

Production:

Promotion:

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Sponges are the most frequently purchased house- hold item.

Market size ranges from $450,000,000-650,000,000 depending on

which categories are utilized.

While other brands are producing similar ‘knock-off’ products, Scrub Daddy has the

most recognizable smile.

Market and Competition

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Introducing: Scrub Daisy

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● Interchangeable cleaning heads

ensure the perfect fit for every job

● Ergonomically designed handle for

comfort and mess free soap

dispensing

● Vase inspired holder keeps your

counter clear and Scrub Daisy clean

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In order to for the Scrub Daddy parent company to successfully expand its product range, through the Scrub Daisy,

they must build an online presence and persona for themselves, remaining wary of their heightened price-point for the market.

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Just how heightened?

Full set: $45.96(on ScrubDaddy.com)

Replacement Heads: $10.49)(on Amazon.com)

Head and Wand: $19.99)(on Amazon.com)

Vase and Valet: $12.99)(on Amazon.com)

SWOT ANALYSIS - Scrub Daisy

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Marketing Objective:Increase brand awareness of Scrub Daisy, expand market share

through different promotional strategies, and strengthen the Scrub Daddy parent brand.

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Marketing Strategies:

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To continue a sense of continuity between Scrub Daisy and other Scrub Daddy offerings, we plan to keep the style of the packaging the same, including colors, flat geometric shapes,

puffy lettering, as well as exposed products.

Packaging Plan:

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While we hope to eventually bring the price of the product down once the production cost is reduced, we will initially

keep the product cost the same. The price makes sense for the cost of production and the product.

We do have some ideas on how to entice people despite the high cost such as targeting an audience that can afford the

product and a subscription service. More on that later.

In terms of price...

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● Target (w/ exclusive "Red Daisy" version)

● QVC

● Wegmans

● Whole Foods

● Trader Joe’s

● Bed Bath & Beyond

We plan to sell Scrub Daisy at the following retail locations:

These locations are optimal in that there is a wide range of stores that serve to an audience who purchases higher end items and/or aligns well with the flower theme

Retailers● Kroger

● The Container Store

● Home Depot (flower arrangement display)

● Lowe’s (flower arrangement display)

● Christmas Tree Shops

Promotional Elements:Budget: $1,000,000

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Media

Digital

Social

Magazines

Television

Other

$100,000

$100,000

$200,000

$450,000

$150,000

Campaign Schedule

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There will be continuous media throughout the campaignwith 3 big pushes:

1. At the launch of Scrub Daisy2. March/April for the start of spring and Mother’s Day

3. October/November for the Christmas/holiday season

Digital

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SEOLeveraging SEO will help get Scrub Daisy to the first page of any searches about sponges and cleaning tools

AdWordsUsing AdWords will put Scrub Daisy on the top of searches as an ad and on different websites that have Google Ads

Putting money into AdWords and using the $100,000 through the longevity of the campaign will increase awareness and potential customers

Social Media Efforts

Beyond having Scrub Daddy accounts that will promote Scrub

Daisy, the company will use paid promotion to reach the target

audience of mothers and household owners with an income great

enough to afford the Scrub Daisy.

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Magazines

Including advertisements in magazines that target women ranging from the ages of 20-60, we will reach people who will likely be most interested in the Scrub Daisy.

We will place advertisements in magazines such as:

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● Good Housekeeping● Women’s Day● Allure

● Glamour● Elle● Family Circle

...and more

Television

Because production and commercial spots are expensive, we placed the most advertising dollars here. We will use a flighting schedule with increases in our big spring and holiday push.

A television commercial will spread brand awareness to the biggest audience.

Continuing to sell on QVC will reach an audience of stay-at-home mothers who will greatly benefit from the Scrub Daisy.

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Other

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At the start of the spring push, we will work with Oprah, a public

influencer for Scrub Daisy.

Other

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We will have live demos of how the Scrub Daisy functions in

participating retailers.

Other

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A subscription service will be offered for head replacements that

offer discounted prices.

VSStandard Subscription:$15 / 2 Heads

Premium Subscription:$20 / 3 Heads

Other

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For the first time, Target will sell Scrub Daddy products!

There will be a Target exclusive version of the Scrub Daisy, the Red Daisy, that commences 6 months after the launch of Scrub

Daisy.By waiting 6 months, we will have something fresh and exciting to remind consumers why Scrub

Daisy needs to be in their kitchen

Thank you!Questions?

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