Line extension as a promising growth opportunity - a marketing plan for CIF nature´s recipr floor cleaner in Sweden

Abstract

This work projectinvestigatesthe feasibility of launchingCif Nature’s Recipe Floor Cleanerin the Swedish market and outlines thenecessarymarketing strategy and tactics tosecure a successful launch.The marketing mix is targeted at light green female consumers that are familiar with the category.The launchis part of Cif’s migration towards Cleaner Choicesandwill be positioned as an affordable naturalfloor cleaner in a category that suffersfrom low profitability due to a lackofdifferentiation.The objectivesof the launch areto gain a 10% marketshare by the end of 2023 and build brand attributeson ensures a beautiful cleaning result, powered by nature, and aresafe for you and the planet.