POO POURRI

CONSUMER ANALYSIS PATH TO PURCHASE & MEDIA SELECTION STRATEGY

Prepared by Alex Suazo, CCNY Branding & Integrated Communications MA Student

Consumer Branding & Experience Class Project – Final Presentation

Professor Zontee Hou

What We’ll Cover

• What is Poo Pourri?

• Meet Karen.

• Our Objective

• Consumer Insight & Role of Communications

• Karen’s Path to Purchase

• Touch Point Opportunities

• Mockup Applications

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How It Works

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Where to Buy

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Currently, Poo Pourri is only available in

boutique Mom-Pop stores, on their website,

and Amazon.

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Meet Karen.

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Objective

Make Poo Pourri the only choice for

women to help overcome poop

anxiety and boost public

pooping confidence.

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Role of Communications

To mute the anxiety women associate

with pooping in public by providing them

with Poo Pourri, a classy, ultra-effective

and confidence boosting toilet deodorizer

that leaves the bathroom smelling better

than she found it.

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Karen’s Path to Purchase

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Consider & Discover

Education & Comparative Research

Purchase Decision

Using & Trust

Evangelize

Touch Point Opportunities

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Consider & Discover

Education & Comparative Research

Purchase Decision

Using & Trust

Evangelize

CONSIDER & DISCOVER EDUCATION &

COMPARATIVE RESEARCH PURCHASE DECISION USING & TRUST EVANGELIZE

NEEDS/

TRIGGER

I am uncomfortable and self-

conscious using the bathroom in

public places especially at work.

I like to shop online and in-

stores on my own – I stick

to what I know. When it’s

something new though, I

like to do my homework. Are

there other deodorizers?

There aren’t many

competitors in this

deodorizer space – I think I’ll

try Poo Pourri.

It sounds like Poo Pourri

really works but I need to

try it on my own at home

before using and trusting it

in public.

Poo Pourri does work and I

think I’m ready to try it in a

public place or at work

before/after hours.

BEHAVIORS

I usually only go to the bathroom at

home but if I must go at work I try

different tactics to avoid co-workers

knowing it was me; going to another

floor’s bathroom, changing my shoes

etc.

I’ll first and foremost use

Amazon for reviews – then

see if any influential

bloggers have

tried/reviewed. I’ll also ask

my close group of friends if

they’ve tried it and like it.

I need to know that I can

return this product if it

doesn’t work – and while I

love to shop online, can I buy

it at Duane Reade if I ever

needed it quickly at work?

I will only continue using

and buying this product if

after I use it I feel they

aren’t making a fool out of

me. Trust is important to

me. Trust = my loyalty.

I don’t spend a lot of time

on social media, but when I

love something I definitely

rave about it to my closest

friends and family.

OBJECTIVE

Make consumer understand that

bathroom habits are nothing to be

ashamed or anxious about – Poo

Pourri can’t completely change their

perspective but can help them feel

less anxious.

Give these more-closeted

women more empathetic

marketing so it truly

resonates with them.

Reassure the customer that

Poo Pourri is something lots

of people are trying and that

it’s easy to purchase (RTB).

Enable the customer to

have a smooth trial period

by provided clear lines of

customer service

communication.

This customer may not run

to town and rave online

about the experience – we

can allow them to provide

direct feedback/reviews;

want them to rave with who

they want.

BRAND

BARRIERS

Women are not open about their

bathroom habits and do not want to

admit that they are self-conscious

about it; therefore, seeking a solution

isn’t top of mind or a public

knowledge.

Poo Pourri’s current brand

image is very playful, social,

and “couples” oriented.

Brand isn’t speaking to

women that really might be

interested in the product.

There also isn’t anything to

compare it to .

Only available online, or at

very limited small business

locations via wholesale.

No one person or toilet is

the same – there’s no way

to really know if it will

deodorize for everyone – or

that everyone will have a

4.7/5 experience.

Using the product is a very

personal experience –

unlike trying on a pair of

shoes, you’re not going to

tweet from the toilet about

how your poop didn’t smell.

TOUCHPOINTS

More visibility on a personalized and

segmented level: drug-store

placement and in-store marketing,

product placement in business

offices, WOM, blogger seeding,

guerilla marketing.

Search, brand website,

editorial/native content

and advertising, social

media recomms/referrals

and customer reviews,

potential influencer

bloggers/lifestyle.

More distribution in national

drugstores, WOM, trial

incentives/money-back

guarantee, direct marketing,

social media, retailers

websites.

Email marketing/survey,

customer service support.

Email marketing/survey,

website and direct email

review.

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Thank you.