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?