There is no case with this. This project is an analysis of the marketing strateg
ID: 410493 • Letter: T
Question
There is no case with this.
This project is an analysis of the marketing strategy for the Arm & Hammer brand.
One definition of “analysis” is: detailed examination of the elements or structure of something, typically as a basis for discussion or interpretation.
Your analysis should include the following:
Parent Company?
Identify the other brands under their parent’s “umbrella.”
Provide a brief history of the Arm & Hammer brand
What is the mission of Arm & Hammer?
Analyze the development of Arm & Hammer’s product portfolio
What is the core competency of Arm & Hammer?
Define the move from the original product to the more recent products
What type of product strategy are they using?
Has the product expansion affected the brand image?
What would you consider Arm & Hammer’s competitive advantage?
Describe Arm & Hammer’s target market. Has it changed since the product expansion?
What growth strategy has Arm & Hammer employed? Has it always been the same strategy?
What is Arm & Hammer’s USP?
What is their positioning strategy?
Do you think Arm & Hammer has brand equity? What is your opinion based on?
How would you describe the promotional strategy?
Provide some examples of along with your critique of their promotional strategy.
In marketing terms, how would you describe their distribution strategy?
Explanation / Answer
Marketing strategy for the Arm & Hammer brand
The company Arm & Hammer was originated from the parent company named Church & Dwight Co, Inc back in 1861, the company first come up with a product line of baking soda and washing soda only and it gradually started growing in other products range and grows its business in early 1970’s.
Church & Dwight Co, Inc. – It is one of the biggest manufacturers of household products, top brands for the company are:-
Fabric Care – “Oxi Clean”, “Xtra”
Health and Well being – “RepHresh”, “PB8”, “vitaFusion”, etc.
Home Care – “Orange GLO”, “Kaboom”, etc.
Personal care- “Orajel”, “Viviscal”, etc.
Arm & Hammer, as discussed above is owned by Church and Dwight, it is one of the leading brands in US for its household products like washing powder, toothpaste, deodorant, ice cream, etc. the main ingredient of the company is baking soda which is widely used in its other products as well.
Mission of arm & hammer
The mission of the company is to become the number one brand in not just the washing/baking soda industry but to become a market leader for all the house hold products.
Mission for the 1990s: "We will supply customers quality Arm & Hammer Sodium Bicarbonate and related products, while performing in the top quarter of American businesses." -source (blog from arm & hammer)
Marketing strategy of the company:
Originally, arm & Hammer used to make is products based on the baking soda which is one of the core product of the company, later on the company switched from baking soda to more healthy ingredients for producing its product line like Ice creams, skin friendly ingredients for deodorants. It also mode in to the more used household products likes toothpaste, cleansers to acquire more and more market in the geography.
Though company has a brand name of the product company which acquires more than 80% of the market, this allows Arm & Hammer also to enjoys the royalty of the parent company and promote it’s product under the same brand name, which is one of the successful strategy used by the company for its growth.
Company also follows a strategy of controlling the production of raw materials, the manufacturing and processing facilities and the primary marketing functions allows the company to price its products below those of competitors - thus creating a barrier to entry.
Product Expansion – Arm and Hammer has expanded its product base in 1970, using the parent brand name, the company has successfully created a niche market for the new line of products however, the product expansion has also effected the company’s image. The main reason is since the new products are made from Baking Soda (initial product), the new products are not considered as environmental friendly.
Arm & Hammer’s competitive advantage - one of the most important advantages of the company is its parent company royalty. Since the parent company enjoys 85% of the US market, the products from arm and Hammer have also edge in the market because of the brand. The company has also the advantage of Anti-takeover defenses including a board of directors with staggered terms of office and voting rights that are weighted in favor of long-term shareholders.
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