1. SC Johnson and Son:
Marketing Strategy

2. Company Facts
 Started in 1886
 Employ about 12,000 people globally
 Generate more than $8 billion in sales
 Headquartered in Racine, Wisconsin, where it was founded
 Sell products in almost every country around the world
 includes global brands such as Pledge®, Duck®, Mr. Muscle®,
Windex®, Scrubbing Bubbles®, Glade®, Raid®, OFF!®,
Baygon® and Ziploc®
 Prides themselves on staying a family company

3.  Mostly targets the “housewife”
persona
 This 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”
platform
 Use facebook (the current one isnt very active), twitter, and
blogging to show case charity work, or events that benefit
families
 This will further build their image without needing to
constantly push the product

6. Create more personas to target!
Possibilities:
 Men
 Students

7.  SC Johnson and Son can expand
their target and still maintain
their overall family feel

8. Increase in Consumers
=
Increase in Sales
=
$$$$$

9. Budgeting
 Because 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.