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NMDL Final Presentation: SC Johnson and Son

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Ashley Ramson
Ashley Ramson

SC Johnson and Son is a family-owned company founded in 1886 that generates over $8 billion in annual sales from brands like Pledge, Duck, and Glade. While it has traditionally targeted "housewives", the document recommends broadening its target market by increasing social media presence to showcase family values and charity work. It also suggests creating new personas like students and men to expand consumer base. Success will be measured by increased sales and brand recognition in different demographics achieved through a multi-million dollar budget.

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SC Johnson and Son:Marketing Strategy
Company FactsStarted in 1886Employ about 12,000 people globallyGenerate more than $8 billion in salesHeadquartered in Racine, Wisconsin, where it was foundedSell products in almost every country around the worldincludesglobal brands such as Pledge速, Duck速, Mr. Muscle速, Windex速, Scrubbing Bubbles速, Glade速, Raid速, OFF!速, Baygon速 and Ziploc速Prides themselves on staying a family company
Mostly targets the housewife personaThis tactic has been very successful but.We can make it better!
Maintain the established successful consumer base Increase sales by broadening target market and utilizing social media
Increasing the use of social networking to boost their family platformUse facebook (the current one isnt very active), twitter, and blogging to show case charity work, or events that benefit familiesThis will further build their image without needing to constantly push the product
Create more personas to target! Possibilities:MenStudents
SC Johnson and Son can expand their target and still maintain their overall family feel
Increase in Consumers = Increase in Sales=$$$$$
BudgetingBecause they have such vast resources, they can afford to put several million or more into each plan.
Success!!! Success can be measured by increase of sales and brand recognition in different demographics.

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NMDL Final Presentation: SC Johnson and Son

  • 1. SC Johnson and Son:Marketing Strategy
  • 2. Company FactsStarted in 1886Employ about 12,000 people globallyGenerate more than $8 billion in salesHeadquartered in Racine, Wisconsin, where it was foundedSell products in almost every country around the worldincludesglobal brands such as Pledge速, Duck速, Mr. Muscle速, Windex速, Scrubbing Bubbles速, Glade速, Raid速, OFF!速, Baygon速 and Ziploc速Prides themselves on staying a family company
  • 3. Mostly targets the housewife personaThis tactic has been very successful but.We can make it better!
  • 4. Maintain the established successful consumer base Increase sales by broadening target market and utilizing social media
  • 5. Increasing the use of social networking to boost their family platformUse facebook (the current one isnt very active), twitter, and blogging to show case charity work, or events that benefit familiesThis will further build their image without needing to constantly push the product
  • 6. Create more personas to target! Possibilities:MenStudents
  • 7. SC Johnson and Son can expand their target and still maintain their overall family feel
  • 8. Increase in Consumers = Increase in Sales=$$$$$
  • 9. BudgetingBecause they have such vast resources, they can afford to put several million or more into each plan.
  • 10. Success!!! Success can be measured by increase of sales and brand recognition in different demographics.