Team Members: Naser Matar, Adham Fari & Tiffany Merz

Windex Brand AuditFinal Presentation

ALL INFORMATION IS CONFIDENTIAL AND PROPRIATARY – DO NOT SHARE

Agenda

Review Brand Challenges

Recap Interview and Survey Discoveries

Provide Brand Recommendations

Brand Challenges Renewing the brand identity

For 75 years Windex has been the “Glass Cleaner” As the brand expands it’s product line it is struggling to get

consumers to understand that Windex products bring value, beyond glass cleaning

Shift in Home Cleaning Trends The amount of time people spend on housework is decreasing Consumers are getting busier and busier = major cleaning occasions

occurring less and less Trend towards touch-up cleans vs. deep cleans

Private Label Competition Private label brands growing twice as fast as national brands Improved copycat packaging Able to boast similar product attributes and retail at a lower price

point

Based on our surveys and brand interview these are accurate and most important to the brand

Private label is least concerning because Windex Original owns more then 70% of glass cleaning category

Windex Brand Interview Recap

Monique Mordica: Promotions & Shopper Marketing Manager for all Home Cleaning Products

Key Learning's: Primary Windex Brand Objective: Gain a greater share of surface cleaning

occasions beyond just glass 10 yrs. ago = focus was 100% glass 5 yrs. ago = focus became multi-surface

Shift in focus due to top two challenges identified

Advertising Shift Pre- 2008:

All about Glass TV, Magazine and Free Standing Inserts Perfectly calm mom in a very serene setting

Post-2008: All about surfaces beyond glass – toaster, fridge, kitchen surfaces All of the above PLUS Digital FSI’s, Facebook, Digital Coupons, and more retail specific

programs Hectic mom showing the final, clean home

ZMET Interviews

KEY LEARNING #1: WHEN PEOPLE THINK OF THE WINDEX BRAND THEY THINK OF WINDEX ORIGINAL BLUE GLASS CLEANER

8 out of 8 brought WINDOW image 5 out of 8 brought in a picture that represented the

color BLUE 4 out of 8 brought SPRAY BOTTLE image

KEY LEARNING #2: FEELINGS ASSOCIATED WITH BRAND VARIED SIGNIFICANTLY

It gives me a feeling of cleanliness It makes me feel unsafe because of the chemicals It makes me excited – I love to clean It gives me a complete feeling, task complete Usually something grosses me out, so then I go and

grab Windex

Key Survey Findings

And Recommendations

I use Windex products to clean… Select all that apply

Mirr

orsGlas

s

Appliance

s

Plastic

Stainless

Steel

Electronics

Counter tops

Vinyl

Chrome

Outdoor F

urnitu

re0%

10%20%30%40%50%60%70%80%90%

100%98% 97%

47%

27% 27% 25% 22%

9% 8% 7%

Percent of Respondents

93% of participants had a Windex product at home, and of those 93%...

ALL had Windex Original Blue

8% had Windex Multi-Surface

3% had Windex Electronics

1% had Windex Touch-Up

0% had Outdoor

BUT 78% would be willing to try products other than Windex Original Blue

Select the option that best describes your usage history with each product listed

88%

12%

Windex Original Blue

10%

15%

47%

35%

Windex Multi-Surface An-tibacterial Cleaner

2% 10%

40%

48%

Windex Electronics Wipes

3%3%

35%58%

Windex Outdoor Glass and Patio Cleaner

7%3%

32%58%

Windex Touch-Up Cleaner

FOCUS ON BUILDING AWARENESS AND TRIAL OF EXISTING PRODUCT LINES

BEYOND WINDEX ORIGINAL BLUE

REVIEW & REVISE THE NEW WINDEX

TOUCH-UP LAUNCH CAMPAIGN

How do you learn about new cleaning products?

• 80.5% TV

36.6% Word of Mouth

• 34.1% Internet

What influences you to try new cleaning products?

53.7% Personal Experience

53.7% Word of Mouth

53.7% A Trusted Brand Name

Personal Experience Live Demo Events Direct Mailers with Sample SizesWord of Mouth Blogger Programs Facebook and Twitter CampaignsInternet Email Blasts Targeted Banner Ads Paid Search Campaigns How-To Videos onlineLarger TV Presence Revise the current media plan to incorporate larger

networks and/or major events Improve commercial content to be more engaging

How to achieve recommendation 1 & 2

What attributes do you associate with Windex products?

Select all that apply

Leav

es a Beau

tiful Shine

Cuts Dirt

and Grim

e

All Purp

ose

Kills Bac

teria

Disenfecti

ng0%

10%

20%

30%

40%

50%

60%

70%

80%77%

43%

30%

15%8%

Percent of Respondents

“KILLS 99.9% OF BACTERIA” AND

“DISENFECTING” CLAIMS SHOULD BE PRIMARY COMMUNICATION POINTS

IF THE ABOVE 3 RECOMMENDATIONS

DON’T BUILD AWARENESS, TIRAL AND EVENTUALLY LOYALTY, WE

RECOMMEND DEVELOPING A NEW BRAND NAME

XXX BY WINDEX

Windex® Glass CleanersOriginal Blue I Crystal Rain™ I Wipes I Foaming

More Ways To Shine™

Windex® Touch-Up CleanerKitchen, Glistening Citrus® I Bathroom, Fresh Scent

DAB IT. CLEAN IT. DONE!™

Windex® ElectronicsWipes I Cleaner

High-quality shine, for your high-tech toys

Windex® Multi- SurfaceAntibacterial I Vinegar I Glade® Vibrant Bloom™

I clean & shine almost anything

Windex® OutdoorAll-In-One I Glass and Patio Cleaner

A clean that shines, inside and out

The Windex Brand Product Family