Windex came forward and introduced the all surface cleaner, this helped people again go for the Windex brand as it had already an established and trusted image in the cleaning sector. People went for the one brand that is already trusted.Their basic target markets are families and the offices at a lower level, at a major level their major target market is the window cleaning businesses. They had recently launched a pouch refill as well. This helped them make their own product more economical, this was specifically done to target the households. Mothers/wives found it better to purchase the bottled Windex once only then later use pouches to refill them. This way they also project a more environmental friendly image as they reduced the usage of bottles.The most conveyed message through the ads of Windex is the importance of clear glass. They have conveyed this ad through a few demonstrations that they did in the middle of the city and which surprised the citizens. The technique that they have used here is a very unique one, it is guerilla marketing that is being used to target the customers. Similarly the recent ad about the cleaning of the window which uses two birds who decide to annoy the person at home spending his time leisurely, so that he spends rest of his time cleaning the glass, the person has Windex he sprays it on the glass and the spot disappears in seconds and the birds are disappointed. This type of portrayal of the product emphasizes the fact that the product cleans the spots or smudges very swiftly and without much effort.In the ad that includes the birds, it points out the fact related to fast action of the cleaner, the person simply sprays Windex and the spot are removed. This is a very simple yet very effective advertisement. They launched this ad globally. The guerilla marketing technique that they used with cleaners pretending that they are carrying glass, people avoided them and marveled at the clearness of the glass, this portrayed the fact that using Windex they can get flawlessly clean glass that will appear as if there is nothing there. The act was amazingly successfully and it helped reinforce the already established image of Windex as the leading cleaner(Hill &Lederer, 2011).Yes, the product is a very successful one. It’s an achievement for a product when its name starts being considered as a generic name for a certain segment. The same has happened for
OGuinn, et al. (2005).Advertising and integrating brand promotion: Cincinnati: University Press of Florida
Hill, S. &Lederer, C. (2001).The infinite asset: managing brands to build new value. Boston: Harvard Business Press.
Kotler Philip, Armstrong Gary. (2005) Principles of Marketing.12th Edition.Prentice Hall.
Muniz, M. &O’Guinn, T. (March 2001) brand community: journal of consumer research.27 (4), 412-431. Retrieved from; http://research3.bus.wisc.edu/file.php/157/papers/
Torben, R. (19 Feb. 2010). Companies creating or supporting brand communities. retrieved from http://www.torbenrick.eu/blog/social-media.
Please type your essay title, choose your document type, enter your email and we send you essay samples