Cleanliness 3.0

first thoughts on brand’s strategy

insight

In Romania if you have the money to buy expensive cleaning equipment, you also have the money to hire

someone to clean your house.

This woman has little time on her side

which she wants to fill with:

MEANINGFUL EXPERIENCES

FUN ACTIVITIES QUALITY TIME WITH HER

FAMILY PROFESSIONAL COURSES

AND READINGS

AND SHE PAYS THIS WOMAN

TO TAKE CARE OF HER HOUSE,

WHILE SHE IS AWAY

problem

why would anyone pay a lot of money for something they don’t even get the

chance to use?

now let’s go back to what we know

brand’s background

TARGET=families

POLTI BRAND VALUES

recyclable

environmental-conscious

innovative

safe and responsible

family-friendly

How can we use POLTI brand values to get closer

to our target?

1. Know your audience

Parents want the best for their children in terms of health, well-

being and safety

They eat healthy with organic food

Clutter less, simplify more

Seek natural play environments

Use non-toxic cleaning products

2. Offer something valuable to your audience (e.g. solve a problem they

face)

One current issue in urban, modern households remains:

DUST

DUST mites are responsible for allergies and asthma. Mites are found in mattresses,

bedding, carpets.

families POLTI

value

product innovation

children’s education and safety

can helpthrough

Dust is one strong cause to fight against

which can bring families and Polti closer

Product attributes

Families need

- Steam & water natural system to prevent dust from spreading;

- Latest cleaning technology;- Low energy consumption

- Dust-free, hair-free home environment;

- Safety and hygiene;- Environmental friendly

products;

The strategy in 3 easy steps

Talk to the parents

About their houses

But actually about their kids

And tell them about Polti