Executive Summary
Internal Analysis
 products, distribution, packaging, pricing, markets, social media,
positioning, advertising
External Analysis
 compeition environment, competitors, technology, customer
satisfaction, economy
Marketing Objectives
 Increase brand awareness about the Scrub Daddy company
 Create brand loyalty
 Become the top selling sponge in the market (the “go-to sponge”)
 International
Marketing Strategy
 Target Market:
1. Women who like to keep the kitchen spotless while
removing harsh stains on the stove etc. without scratching
counter tops etc.
2. Men who care about their car and its appearance. Men who
like to keep the car clean without scratching the car.
 New Products:
1. Partnership with Dawn Dish Soap
2. Scrub Daddy Rags
 Promotional Strategy
o YouTube channel contest
o Social Media
o Sampling/Sponsorships
o Commercial
Situation Analysis
Internal Analysis
Mission Statement: The Scrub Daddy company seeks to meet the
needs and desires of consumers who enjoy keeping their kitchen
and cars clean while using high quality Scrub Daddy products that
won’t scratch any of your necessities.
A. Organization Structure
I. Aaron Krause and “Shark” Lori Greiner are partners in
Scrub Daddy, Inc and make all the final Decisions
B. Products
I. Original Scrub Daddy Scratch-Free Cleaning Sponge
II. Original smiley face sponge in various colors
III. Scrub Daddy Heavy Duty Sponge block
IV. Scrub Daddy lemon scented smiley face sponge
C. Production
I. Made in Germany for cheaper production costs
D. Markets
I. Sold across the US in retail stores and online
E. Distribution
I. QVC, Bed Bath & Beyond, Amazon, The Shopping
Channel, Every Casa, autogeek.net
II. Various retail and grocery stores
F. Social Media
I. Twitter, Instagram, Facebook, YouTube)
G. Position
I. Kitchen/Bathroom use
II. Wash your car with it
III. Face Exfoliate
External Analysis
A. Competitive environment
I. Competition if flooded with a lot of products that are
very similar
II. Larger competitors have extensive product lines that
satisfy a variety of needs
III. Scrub daddy has major competition from a few well
known brands that have “no scratch” scrub sponges
B. Competitors
I. Scotch Brite 3M Non-Scratch Scrub Sponge
a. Main competitors
b. Comes in various pack sizes
c. Sold in variety of retail stores and Amazon
II. Dawn Flip It Sponge
a. Comes in various pack sizes
b. Sold in some retail store and Amazon
III. Generic brand scrubbers and sponges
C. Technological environment
I. Scrub daddy is the only company to use the flex
texture
SWOT Analysis
A. Strengths
I. Unique sponge: Warm water will turn it soft. Cold water
will turn it hard
II. Smiley Face
III. Doesn’t hold odor
IV. Last longer than the average sponge
V. Scratch free
B. Weaknesses
I. People don’t know how to use it unless shown how it
works
II. Not many sizes
III. Not in many local grocery stores
C. Opportunity
I. Go Global/Product Distribution
II. Partner with a soap line
III. Sell Scrub Daddy rags
D. Threats
I. Regular/Cheaper Sponges
II. 3M Sponge Company coming out with odorless
sponges
Marketing Objectives
I. To increase the awareness of Scrub Daddy products
II. To introduce two new products into the Scrub Daddy
line (Scrub Daddy Rags &Scrub Daddy partnership
with Dawn Soap)
III. To increase the distribution of Scrub Daddy
internationally
Marketing Strategies
A. Target Markets
I. Consumer Market
Scrub Daddy will continue to target its existing consumer
markets. Company research shows that the primary
consumer target market for Scrub Daddy can be described
as follows.
B. Demographics
I. Men and Women
II.Ages 30 - 60 years old
C. Psychographics
I. People who care about keeping the kitchen clean and
free of hard to clean messes
II. People who don’t want to scratch their pots, pans,
and kitchen appliances when cleaning
III. People who care about their car and don’t want to
scratch it
D. Media Habits
I. Consumers in the target market watch HGTV, Food
Network, Local News Stations
II. Consumers read magazines such as Better Homes and
Gardens, Martha Stewart Living, Real Simple, Motor
Trend, Automobile, and Car & Driver
III. Moderate users of social media who usually spend 12 hours a day on such websites (Facebook, Twitter,
Instagram, LinkedIn)
IV. Consumers are likely to have FM radio and satellite
radio in their cars
E. Organizational Markets
I. Car Washes
II. Cooking Classes
F. Positioning
I. Partnership with Dawn is targeting women who want
to keep the kitchen clean without scratching table tops and
kitchenware
II. Scrub Daddy rags are targeting men who like to keep
their cars clean and scratch-free
G. Product Strategies
I. Partner with Dawn dish soap
II. Scrub Daddy rags
H. Pricing Strategies
I. Keep prices consistent while charging a higher price
than normal sponges
II. Our new product packages allow consumers to get
more for their money
III. One mini Dawn dish soap + Two Scrub Daddy
sponges
(Package) - $7.50
IV. One Scrub Daddy sponge + One Scrub Daddy
Rag (Package) - $8.99
I. Promotional Strategies
I. Creating own Youtube channel
a. Create your own Youtube video using Scrub
Daddy in an oddest/unique/funny testimonial.
We will pick our favorite testimonial and they
will be featured in our upcoming commercial as
well as getting a supply of Scrub Daddy for ten
years.
II.
Sponsorships for big events (ex: Philly Car Show)
III.
Digital Marketing/ Social Media (ex: Twitter,
Facebook, Instagram, Blogs)
a. Connect with our consumers through social
media and bring awareness about our product
IV. Short 30 second commercial using contest winner’s
video airing on channels such as HGTV, Food
Network, Local News Stations
J. Supply Chain Strategies
I. Gas Stations
II. Grocery Stores
III. Department Stores (ex: Kohls, Target, Walmart,
Sears)
IV. Mechanical/ Automobile Stores
Implement and Control the Marketing Plan
A. Action Plans
I. Product: Addition of the Scrub Daddy Rag to the
product line.
II. Price: Packaging the Scrub Daddy Sponge with other
products to create combo deals. (One mini Dawn dish
soap + Two Scrub Daddy sponges - $7.50, One Scrub
Daddy sponge + One Scrub Daddy rag - $8.99)
III. Place: Expanding to sell at gas stations, grocery
stores, department stores, and mechanical/automobile
stores.
B. Time Line
C. Budget ($500,000)
I. Auto Show Vendor - $20,000
II. Commercial Production (Hiring an editor) –
$1,000
III. Commercial Spot - $100,000
IV. Scrub Daddy Sample Production - $5,000
V. Scrub Daddy Rag Production - $350,000 (roughly
140,00 rags)