MARKETING PLAN OF SPONTEX
Au ho : Da id So ia López
Tu o : Ja ie Sánchez Ga cía
DEGREE IN BUSINESS ADMINISTRATION
AE1049 – FINAL DEGREE PROJECT
COURSE 2016-17
1
Index
A. FIGURES INDEX.............................................................................................3
B. INDEX OF TABLES.........................................................................................3
C. GRAPHICS INDEX..........................................................................................4
1. EXECUTIVE SUMMARY .................................................................................. 5
2. SITUATION ANALYSIS .................................................................................... 6
2.1. In e nal analysis .................................................................................................. 6
2.1.1. P esen a ion o he company ...................................................................... 6
2.1.2. Mission .......................................................................................................... 6
2.1.3. Vision ............................................................................................................. 7
2.1.4. Resou ces o he company ......................................................................... 7
2.1.4.2. Financial esou ces .............................................................................................. 8
2.1.4.3. Ma ke ing esou ces ............................................................................................ 9
2.2. Ex e nal analysis ............................................................................................... 15
2.2.1. Analysis o he gene al en i onmen (PESTEL analysis) ...................... 15
2.2.1.1. Poli ical ac o s ................................................................................................... 15
2.2.1.2. Economic ac o s................................................................................................ 16
2.2.1.3. Social ac o s...................................................................................................... 18
2.2.1.4. Technological ac o s ......................................................................................... 19
2.2.1.5. Ecological ac o s ............................................................................................... 20
2.2.1.6. Legal ac o s....................................................................................................... 20
2.2.2. Analysis o he compe i i e en i onmen ................................................ 21
2.2.2.1. Th ea o new compe i o s ................................................................................. 21
2.2.2.2. Ba gaining powe o supplie s ........................................................................... 22
2.2.2.3. Ba gaining powe wi h cus ome s ...................................................................... 22
2.2.2.4. Th ea o subs i u e p oduc s ............................................................................. 23
2.2.2.5. Ri al y be ween compe i o s .............................................................................. 24
2.3. Analysis o he compe i ion ............................................................................. 25
2.3.1. Le els o compe ence ................................................................................ 25
2.3.2. Main compe i o s ........................................................................................ 27
2.3.2.1. Table compe i ion summa y ............................................................................... 33
2.3.3. Ma ke analysis ........................................................................................... 34
2.3.3.1. Sec o Analysis .................................................................................................. 34
2.3.3.2. Consume Analysis ............................................................................................ 36
3. SWOT ANALYSIS........................................................................................... 39
4. SEGMENTATION............................................................................................ 41
5. OBJECTIVES .................................................................................................. 42
5.1 O e all objec i e ................................................................................................. 42
5.2 Speci ic objec i es ............................................................................................. 42
6. STRATEGIES .................................................................................................. 44
2
6.1. G ow h and di e si ica ion s a egy................................................................ 44
6.2. Compe i i e s a egies ...................................................................................... 45
6.3. S a egy as compe i i e ad an age ................................................................. 45
6.4. Segmen a ion s a egy...................................................................................... 46
6.5. Posi ioning s a egy .......................................................................................... 46
7. MARKETING MIX ACTIONS .......................................................................... 47
7.1. Summa y ac ions plans .................................................................................... 47
7.2. P oduc decisions ............................................................................................. 48
7.4. Dis ibu ion decisions....................................................................................... 53
7.5. Communica ion decisions ............................................................................... 55
8. BUDGET .......................................................................................................... 59
9. CONTROL ....................................................................................................... 60
10. BIBLIOGRAPHY ........................................................................................... 61
11. ANNEXED ..................................................................................................... 64
3
A. FIGURES INDEX
Figu e 1. Cha Mapa Spon ex Ibé ica.……………………………..…………..……….. 7
Figu e 2. The mos comple e Spon ex p oduc s …………………………..…………. 9
Figu e 3. Spon ex p oduc s ha ub ………………………………………..…………. 10
Figu e 4. Spon ex p oduc s ha clean and abso b ………………….……………… 10
Figu e 5. Spon ex p o ec p oduc s ……………………………………..…….……….. 11
Figu e 6. Spon ex loo cleaning p oduc s ……………..…………………………….. 11
Figu e 7. Dis ibu ion channel o Spon ex ………………………..……..……………..14
Figu e 8. Spon ex p omo ions ……………………………………………………………14
Figu e 9. Model o he 5 compe i i e o ces o Po e ………………………….…… 21
Figu e 10. Le els o compe ence Spon ex……………………………………………...25
Figu e 11. Vileda p oduc s ………………………………………………………………..27
Figu e 12. Sco ch B i e p oduc s ………………………………………………………..28
Figu e 13. Auchan p oduc s ………………………………………………………………29
Figu e 14. Ca e ou p oduc s……………………………….……………………………30
Figu e 15. Bosque Ve de p oduc s ……………………………………………………...33
Figu e 16. Bosch p oduc s ………………………………………………………………..31
Figu e 17. Pol i p oduc s ……………………………………………………….………….31
Figu e 18. Sco ex p oduc s ………………………………………………………………32
Figu e 19. The used p oduc s …………………..………………………………………..38
Figu e 20. Technological p oduc s ……………………………………………...………49
Figu e 21. Scen ed clo hs ………….…………..………………………………………….51
Figu e 22. Child en’s p oduc s ………………………………………………...………...52
Figu e 23. Spon ex web wi h online puschase ………………………………………..54
Figu e 24. Spon ex app…………………………………………………………………….55
Figu e 25. Flu y hedgehog ……………………………………………...………………..56
Figu e 26. Solida i y clo h ………………………………………………………………...57
Figu e 27. P omo ion 20%%.......................................................................................58
B. INDEX OF TABLES
Table 1. Financial p o ile Mapa Spon ex Ibé ica.………………………………………. 8
Table 2. Spon ex p oduc P ice…………………………………………….……………..13
Table 2. Swo analysis……………………………………………………………………...39
Table 3. Anso ma ix ………………………………..……………………………………44
Table 4. Posi ioning Map…………………………………………………………………..46

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C. GRAPHICS INDEX
G aphic 1. Employees e olu ion Mapa Spon ex Ibé ica …………………..………… 8
G aphic 2. Annual e olu ion o GDP in Spain …………………………………..……..17
G aphic 3. T ends in he Spanish unemploymen …………………………………….17
G aphic 4. The e olu ion o p inces in he household cleaning p oduc s …..…..18
G aphic 5. Popula ion py amid o Spain ……………………………………………….19
G aphic 6. The e olu ion o anual a e age expendi u e pe household ……..…..35
G aphic 7. The de elopmen o o al expendi u e, o he goods and se ices …..36
G aphic 8. Pu chasing cleaning p oduc s ……………………………………….…….36
G aphic 9. S o es o pu chase cleaning p oduc s ……………………………….…...37
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1. EXECUTIVE SUMMARY
"Mapa Spon ex Ibe ica SA" is a company belonging o he Ame ican G oup Newell
B ands dedica ed o he de elopmen , manu ac u e and ma ke ing o a wide ange o
home ca e and hands p o ec ion p oduc s (glo es, sponges, ags and b ooms) o he
wide public.
Nowadays, he economical c isis encou aged people o change hei buying habi s;
ocusing mo e on p ice. Thus, he p i a e label o la ge a eas expe ienced a as e g ow h
and his in ensi ied he compe i ion.
This pape is a ma ke ing plan. I s in en ion is o p o ide a se ies o ecommenda ions
and p oposals o Spon ex in o de o adap o his new ma ke place wi h he aim o
posi ioning as a leade in i s sec o o e ing quali y p oduc s a an a o dable p ice by
inno a ing cons an ly in all o i s ca alogue ul illing in his way he equi emen s o i s
cus ome s.
This ma ke ing plan was possible a e an in e nal and ex e nal analysis o he company
wi h he goal o knowing hei esou ces and cu en si ua ion. Wha is mo e, he di ec
compe i o s o Spon ex can be analyzed as well he indi ec compe i o s who a ec he
decision o pu chase he company's p oduc s. We will analyze he sec o in which
ope a es Spon ex and he beha io o he consume when pu chases his ype o
p oduc . A e ha ing conduc ed all he he analysis, a numbe o benchma king ha e
been es ablished. Two o he mos ep esen a i e objec i es a e o inc ease 95% o
sa is ied cus ome s and o inc ease he p oduc s made by blue ibe . These wo a e he
ones ha co esponds wi h he managemen seeking by Spon ex accomplishing he
consume s’ needs and wo ying abou he na u al en i onmen .
Th ough his pape has de eloped a se ies o ac ion plans o he main enance and
g ow h o Mapa Spon ex Ibe ica. Mo eo e , he implemen a ion da e and budge ed has
been es ablished as well as he guidelines o he con ol o he embodied objec i es in
his ma ke ing plan.
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2. SITUATION ANALYSIS
2.1. In e nal analysis
2.1.1. P esen a ion o he company
I ha e chosen he company "Mapa Spon ex Ibe ica SA" o make i s ma ke ing plan o
my End o Deg ee P ojec .
In 1932, mo e han 80 yea s ago, was ounded Spon ex in a wo kshop o Beau ais (F ance).
He e, hey p oduced he i s ege able cellulose sponge and he i s abso ben wipe o
co on ege able ibe , wood pulp and linen. In 1948 was ounded Mapa manu ac u ing
he i s dipped na u al la ex glo e. In 1964, Spon ex ex ended his business and began
wi h he p oduc ion and ma ke ing o scou ing pads. In 1972, Mapa me ged wi h
Hu chinson G oup. Mo eo e , in 1980 Spon ex s a s selling scou ing pads combined
wi h sponges. Fu he , in 1982 Spon ex me ged wi h Hu chinson and in 1997 bo h
companies become a single b and, gi ing ise o Mapa-Spon ex. In 2010, Hu chinson
sold i o Ja den. A he end o 2015, Newell Rubbe maid, now Newell B ands, acqui es
Ja den by 15 billion dolla s.
The company is sp ead in mo e han 85 coun ies a ound he wo ld, h ough i s
p oduc ion acili ies and o ices o h ough subsidia ies has mo e han 4,000 employees,
nea ly 200 wo king in Spain sp ead o e wo loo s, loca ed in Sagun o (Valencia) and
Malg a o Ma (Ba celona), esponsible o he manu ac u e o syn he ic ibe clo hs,
ab asi e and mops as i is he case o he p ocessional plan , while in he Ca alan plan
a e esponsible o he p oduc ion o cellulose clo hs. Spon ex is a he o e on o
inno a ion, wi h a depa men o esea ch and de elopmen ha is in eg a ed in he
cen es o F ance, Ge many and Malaysia. In Ba celona, he Ibe ia Mapa-Spon ex G oup
has he headqua e s o Spain and Po ugal ha ing he sales depa men esponsible o
he o de in he Spanish a ea and i s dis ibu ion, also he wa ehouse called Ca ee s
which has a pa o en
Spon ex has wide expe ience in he p o essional wo ld. I is in a pe manen con ac wi h
i s cus ome s o ans o m hei demands in quali y p oduc s by de eloping hei p oduc s
acco ding o he equi emen s o he ma ke . This p o ide i a good epu a ion in he ield
o cleaning and hygiene.
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2.1.2. Mission
The Spon ex’s mission is o become he ma ke leade in he home ca e and hands
p o ec ion h ough cons an inno a ion, a highly echnical na u e o p oduc s and a good
e iciency in he dis ibu ion and unde s anding o he needs o cus ome s.
2.1.3. Vision
The concep o Spon ex is he p o ec ion and well-being o he end-use s ensu ing ha
he wo k and home en i onmen s a e clean, sa e and heal hy.
2.1.4. Resou ces o he company
2.1.4.1 Human esou ces
In e ms o human esou ces p esen in he company, Mapa Spon ex Ibe ica SA has a
gene al manage , esponsible o coo dina ing all a ailable esou ces o he company in
o de o mee he es ablished objec i es, he depa men dedica ed o he managemen
o he quali y o he p oduc s ha mee he s anda ds o he o ganiza ion. The cha is
di ided in o six la ge blocks, so he o ganiza ion ca y ou i s ac i i ies in he mos
e ec i e possible manne . Those depa men s a e loca ed a he headqua e s o
Ba celona wi h he excep ion o he p oduc ion depa men which is coo dina ed a he
Ca alan headqua e s bu he ac i i y akes place in hei own ac o ies o he na ional
e i o y o Sagun o and Malg a del Ma .
Figu e 1. Cha Mapa Spon ex Ibé ica.
Sou ce: Own elabo a ion. Da a: Spon ex.
Gene al Managmen
Comme cializa ion
Sales
P oo ion &
Ma ke ing
Cus ome se ice
P oduc ion
Sagun o
App oach
P oduc ion con ol
Manu ac u ing
Con ol
Malg a del Ma
App oach
P oduc ion con ol
Manu ac u ing
Con ol
Pu chases
Ma e ials
P ocu emen
P ice e alua ion
Adminis a ion
Policy compliance
Finance
Accoun ing
T easu y
Human esouces
Selec ion and
ec ui men o s a
T aining
In e nal
ela ionships
Indus ial Secu i y
E alua ion
I+D+i
Indus ial
de elopmen
Quali y
Quali y
managemen
14
Sou ce: Own elabo a ion.
• Communica ion
Communica ion is e y impo an o companies. Th ough i is gi en o know he p oduc
apa om in o ma ion and ecall abou p oduc s. Rega ding cleaning p oduc s Spanish
consume s epo abou hese in Spon ex shops and his i is essen ial o he company
o o e he maximum possible in o ma ion bu condensed on hei p oduc packages
ad e ising ee h ough new o mulas, new p oduc s. Acco ding o a Nielsen s udy on
p omo ions, cus ome s a e usually in o med abou p oduc s o cleaning and household
in he shops (31%), ele ision (29%), in e ne , b ochu es and wo d-o -mou h (19% in all
h ee cases). In hese p oduc s he e a e no g ea di e ences be ween he Spanish and
he Eu opean a e age.
Figu e 8. Spon ex p omo ions.
Sou ce: Ca e ou .
Ano he ype o communica ion used by Spon ex o publicize hei p oduc s is sales
p omo ion di ec ed o he consume ia in e ne and social ne wo ks, in ending o
encou age he consume o pu chase. To p omo e hei p oduc s and whe e i is e y
ac i e i is on Facebook, Twi e , You ube and he online p esence indi ec ly p omo es
wo ld-o -mou h and in e ac ion wi h use s. Fo his eason, Spon ex begun o use
di e en social media in luence s o check and show o he audience he ad an ages and
bene i s o hei p oduc s. The es o in o ma ion ha use s ecei e is h ough wo d-o -
Wholesale
Specialized
agen s
Consume
Re alie
Re alie
Consume
Re alie
Consume
Figu e 7. Dis ibu ion channel o Spon ex.

15
mou h as cus ome s who use such p oduc s end o be sa is ied by he immense bene i s
ha hey gi e hem, exceeding e en i s expec a ions o pu chase; so i is common ha
hey p omo e i in he cus ome 's’ en i onmen . I also pe o ms channel p omo ions
a ge ing o in e media ies in o de o con inue elying on he company, o suppo and
inc ease sales e o s. The e o e, he company o e s discoun s by olume o pu chases
encou aging b oke s o acqui e a ce ain amoun o p oduc s and o ob ain ce ain
discoun s.
This yea he company has no made any ad e isemen o p omo ion o hei p oduc s
in media. Al hough, in he pas , i p omo ed i s ange o glo es o pads bu his ype o
ele ision ad e ising was expensi e. Nowadays, new media ools, such as You ube, a e
cheape and a e accessed in a much mo e sub le way and di ec abou hei consume s.
As men ioned p e iously, Spon ex makes online ma ke ing h ough hei social ne wo ks,
publicizing hei p oduc s, conduc ing compe i ions and showing he ad an ages and
bene i s o he use o he company's p oduc s
2.2. Ex e nal analysis
2.2.1. Analysis o he gene al en i onmen (PESTEL analysis)
2.2.1.1. Poli ical ac o s
On he one hand, he Spanish Go e nmen p esen s ins abili y by owing he lack o
unde s anding among he di e en poli ical o ces which has gene a ed a isk wi h ega d
o in es o con idence in ou coun y and due o his b eak has been gene a ed in he
e o ms and iscal adjus men . In addi ion, he Spanish ma ke labou 21.2% o he ac i e
popula ion is unemployed. The e a e 2 millions o 4.8 million long- e m unemployed and
hei e-en y in o he labou ma ke is di icul acco ding o INE da a.
On he o he hand, he e o ms adop ed, o da e, ha e led a mo e lexible economy which
helps ou economy o adjus be e and in a mo e e icien manne o he in e na ional
economic condi ions. Acco ding o da a om he Bank o Spain, he economic eco e y
will un i s cou se wi h so g ow h a es om 2.5% o 3%.
16
The Eu opean Union has wo sened he public de ici o ecas o 3.5% his yea ; placing
i ou en hs abo e he a ge . This ep esen a di e ence be ween income and
expendi u e o 39.163 million eu os. Despi e o he imbalance, he Eu opean Execu i e
pe sis s in Spanish economic g ow h bu wa ns abou he po en ial isks o a slowdown.
Finally, co up ion in he main Spanish pa ies has led Spain o ge he 46 pos in he
co up ion pe cep ion index o in e na ional anspa ency. This is one o he issues ha
conce n he majo i y o Spanish ci izens.
2.2.1.2. Economic ac o s
The Spanish economy is g owing and de ying he unce ain y gene a ed by he
complica ed poli ical si ua ion. Acco ding o he Bank o Spain da a, he e olu ion o he
economy is upwa d. So, he o ecas s o GDP is o g ow a ound 3.2% due o poli ical
unce ain y and o he in e na ional ac o s ha ha e no e ec on i bu is expec ed in he
nex wo yea s and he e o e he posi i e ac o s a e expec ed o ha e a lowe ine ia.
Mo eo e , despi e he ac ha he economic c isis dec eases, he pu chasing habi s
acqui ed du ing he c isis whe e people bough a ound he p ice o he p oduc , made
Spon ex o lose he ma ke sha e in a o o whi e ma king ha o e ed he same ype o
p oduc a a lowe quali y, bu i s p ice was much mo e a ac i e.
Wi h ega d o he Spanish labou ma ke , acco ding o da a o he labou o ce o he
INE su ey, he e a e a ound 4.8 million unemployed which ep esen s 21.2% and being
a ound 2 million long-las ing. Thus, he Spanish economy has a weakness when i comes
ime o hi e a i h pa o i s popula ion which gene a es a se ies o nega i e pe sonal
and social aspec s apa om he highe unemploymen ha weaken he Spanish public
accoun s.
On he one hand, ene gy p ices ha e led o a be e si ua ion since hese ha e been
educed and a e expec ed o emain in ime. Acco ding o sou ces om he Bank o
Spain, he low p ice ha Spain pays o impo s o ene gy is equi alen o 1.5% o he
GDP. All his makes o inc ease he depa u e o income a ailable o amilies and
businesses, being a help o he na ional economy.
On he o he hand, ano he key ac o in he economy is he Spanish GDP (g oss
domes ic p oduc ) as we see in he g aph he mone a y alue o he p oduc ion o goods
17
and se ices began o inc ease beginning o 2014, a e a nega i e end ha began in
2008 wi h he s a o he economic c isis.
G aphic 2. Annual e olu ion o GDP in Spain.
Sou ce: Own elabo a ion. Da a: INE.
The mos de e mining ac o in he Spanish economy has been he unemploymen . In
he i s qua e o 2013, he unemploymen close o 30% as whe e he a e s ood a
26.94%, he g oup mos a ec ed was he people unde 25 yea s whose unemploymen
a es anging om 45,50%; acco ding o INE da a. Nowadays, he a e has been educed
as shown in he g aph, bu wo king condi ions a e cu en ly mo e p eca ious. Howe e ,
he mos con ac s a e empo a y. Despi e an imp o emen in he unemploymen da a,
his is s ill an issue ha conce ned he Spanish popula ion. E en hough he e a e ce ain
imp o emen s, he ecen e o ms in labou ma e s has led o a majo isk he loss o
he job which means a loss o con idence in consume s due o hei economic si ua ion.
G aphic 3. T ends in he Spanish unemploymen .
Sou ce: Own elabo a ion. Da a: INE.
€980,000
€1,000,000
€1,020,000
€1,040,000
€1,060,000
€1,080,000
€1,100,000
€1,120,000
€1,140,000
2008 2009 2010 2011 2012 2013 2014 2015
Annual GDP in Spain
0
5
10
15
20
25
30
1T 2008
2T 2008
3T 2008
4T 2008
1T 2009
2T 2009
3T 2009
4T 2009
1T 2010
2T 2010
3T 2010
4T 2010
1T 2011
2T 2011
3T 2011
4T 2011
1T 2012
2T 2012
3T 2012
4T 2012
1T 2013
2T 2013
3T 2013
4T 2013
1T 2014
2T 2014
3T 2014
4T 2014
1T 2015
2T 2015
3T 2015
4T 2015
1T 2016
2T 2016
3T 2016
Unemployem a e (%)
18
Thus, in he g aph below we can see he e olu ion o p ices o household cleaning
p oduc s. This sec o has p ices ha con inue o inc ease g adually om 2010 o 2016
he p ices inc eased 0.6 by wha e en hough i is a sec o ipe does no s agna e.
Acco ding o da a p o ided by Eu os a , i should be no ed ha he e has ne e exis ed
a pe iod in which he p ice emained cons an ; he gene al end is g ow h.
G aphic 4. The e olu ion o p inces in he household cleaning p oduc s.
Sou ce: Own. Da a: Eu os a .
2.2.1.3. Social ac o s
Spanish socie y has a popula ion ha in es s a lo o money in home p oduc s. I bo he s
o be hygienic since his a ec s he heal h and quali y o li e acco ding o INE da a.
As men ioned abo e, he exi om he economic c isis has os e ed changes in shopping
habi s. E en hough he e a e s ill he pu chase ends o he pe iod o he c isis, despi e
he ac ha e enues ha e inc eased and economic s abili y begins o be isible he
consume s choose inexpensi e p oduc s wi h a high quali y. Howe e , wi h he economic
s abili y a he na ional le el, he endency is o s a buying aking in o accoun he quali y
o he p oduc s and he sa is ac ion o us and a he same ime wo ying abou
en i onmen acqui ed by he p oduc s.
Wi h ega d o demog aphics, he Na ional S a is ical Ins i u e shows a py amid whe e
we can see as he Spanish popula ion is an aging. Senio s aged 65 accoun ing o 18%
o he popula ion, da a ha is no o se by he bi h al eady, since i is loca ed in a e y
low da a. In addi ion, he age b acke anging om age 20 o 35 p esen s a e y low da a
due o emig a ion in sea ch o a be e u u e ou side ou bo de s.
92.00
93.00
94.00
95.00
96.00
97.00
98.00
99.00
100.00
101.00
102.00
Cleaning p oduc s p ices
19
The end is ha , in he u u e, he age g oup ha is loca ed in he uppe hal o he able
g ows due o he g ea ad ances in medicine ha leads o a be e quali y o li e and
he e o e he li e expec ancy will g ow.
Finally, as can be seen in he g aph, he e is a longe li e expec ancy o women han o
men. This endency ends o inc ease in he u u e, in 2064 women will be 20% mo e
han men, in he 85-89 ange, and in gene al, he emale popula ion in he u u e will be
g ea e han he male popula ion.
Po úl imo, como se puede obse a en el g á ico exis e una mayo espe anza de ida
pa a las muje es que pa a los homb es. Y esa endencia iende a aumen a en el u u o,
en 2064 las muje es se án un 20% más que los homb es, en la anja de 85-89, y en
é minos gene ales la población emenina en el u u o se á mayo que la masculina.
G aphic 5. Popula ion py amid o Spain.
Sou ce: INE.
2.2.1.4. Technological ac o s
Technologies os e ha he indus ial companies, as i is he case o Spon ex, inc ease
hei p oduc i i y. Indus ies mus be in cons an ad ance o no be ou done and ha
echnologies do no bu den hem. Inno a ion enables companies o ob ain a good
co po a e go e nance.
In he indus ial sec o , he companies ha e depa men s o echnological ad ances o
ca y ou new p oduc s, du a ion, e iciency and wi hou i could no be applied because
o he complexi y. Fu he mo e, he manu ac u e o household cleaning p oduc s
equi es complex ools wi h high- echnology machines o ob ain a success ul
manu ac u e and hose should no ha e especially high cos s a a p emium quali y.

20
2.2.1.5. Ecological ac o s
Indus ial en e p ises a e mo e in e es ed o gi e an image o esponsibili y o he
en i onmen because hey a e esponsible o he pollu ion ha occu s a ound he wo ld.
Howe e , wi h he conce n o consume s by he impo ance o he en i onmen , he
companies do no emain behind and y o keep he con amina ion as low as possible
ia ce i ica ions and o ganiza ions ha ensu e i . Acco ding o he Eu opean
En i onmen Agency, Spain is he eigh h coun y in he Membe S a es which we e
punished o he damage caused o he en i onmen and heal h. Mo eo e , Spain is in
he op 100 mos pollu ing companies a Eu opean le el. I has 5 and coinciden ally hese
acili ies a e cha ac e ized by he mal plan s.
O e and abo e, he majo i y o companies in he sec o o household cleaning p oduc s
has a R&D depa men esponsible o in es iga ing ma e ials ha a e manu ac u ed
hei p oduc s. So, he impac o p oduc ion will be as smalles as possible. Spon ex
speci ically manu ac u es i s p oduc s wi h ma e ials ha a e 100% o ganic; om
ecologically o es s o h ough ecycled ibe s compounds, as in he case o he blue
ibe .
Thus, Spon ex p oduc s ypically ake ad an age o he esou ces necessa y o hei
use, clo hs and mops, ha ing mic oscopic ibe s ha enable g ea e con ac wi h he
su ace and he e o e allow a be e use o he wa e since hey abso b mo e han any
o he con en ional ibe .
2.2.1.6. Legal ac o s
Royal Legisla i e Dec ee 1/1996 o 12 Ap il app o es he ex e ised o he law on
in ellec ual p ope y egula izing, cla i ying and ha monizing he legal egula ions on he
ma e . I es ablishes ha in ellec ual p ope y is he se o igh s ha co espond o he
au ho s and o o he holde s (a is s, p oduce s and b oadcas e s...) aking in o accoun
hei wo ks and bene i s esul ing om hei c ea ion.
Legally, Spon ex had o indemni y F eudenbe g Home & Cleaning Solu ions Ibé ica SL
(he eina e as Vileda), i s main compe i o o Ge man capi al o iola ing he igh s o
indus ial p ope y o manu ac u e a mop wi h uni e sal head. So, i could be possible o
sold mops by hi d-pa y companies. Ba celona Hea ing o de ed o s op selling and
21
manu ac u ing he p oduc s apa om emba go, des uc ion o all hese mops, he
machines and p oduc s in ended o hei manu ac u e.
2.2.2. Analysis o he compe i i e en i onmen
Po e 's i e o ces model, will be used o he analysis o he compe i i e en i onmen
o Spon ex since his allows o deal wi h he main cha ac e is ics in ela ion o he
analysis o he sec o s uc u e, as well as a ing i s appeal; in o he wo ds, o ind a
posi ion ha will help o in luence and o end o o ob ain a a o able posi ion.
Sou ce: Own elabo a ion.
2.2.2.1. Th ea o new compe i o s
In he home ca e and hand p o ec ion p oduc s sec o he e a e some en ance ba ie s
such as: economies o scale (all companies in ol ed in he p oduc ion o p oduc s in his
sec o p oduce la ge amoun s o his p oduc ), i s ac o ies (ope a ing a ull capaci y wi h
he pu pose ha he uni cos o he p oduc is he minimum possible o ob ain a g ea e
ma gin) and he ones ha wan o en e o compe e will lea e an un a o able ini ial
si ua ion since hey will compe e wi h a e y impo an cos disad an age.
Spon ex, Vileda, 3M, among o he s, e e ed o as Sco ch B i e ma ke ed p oduc s ha
a e cha ac e ized as being di e en om he es due o hei p oduc s a ibu es like
inno a ion o o he echnical le el and o his eason he consume pe cei es hem as
unique and occu s he same loyal y. So, his will make i di icul o b eak by a new
New compe i o s
Supplie s
Subs i u e
p oduc s
Compe i o s
Cus ome s
Figu e 9. Model o he 5 compe i i e o ces o Po e .
22
company ha ma ke ed simila p oduc s o he ones ha a e al eady on he ma ke .
Howe e , he channels o dis ibu ion in his sec o a e e y limi ed, since he majo
dis ibu ion chains allow he access o ew companies o a oid sa u a ing he cus ome
and o e p oduc s om leading companies as i is he case o Spon ex, Vileda o Sco ch
B i e plus dis ibu o b ands. So, he new compe i o s will ha e di icul access o exis ing
dis ibu ion channels.
On he o he hand, he in es men equi ed in his sec o is e y high, since i will equi e
a s ong economic ou lay ha makes i accessible o he majo i y o companies. The
p oduc ion o his ype o p oduc equi es e y wide hall, specialized machine y and
pe sonnel in o de o p oduce commodi ies a ull capaci y, in es men in R&D o de elop
he o mulas o he aded p oduc s among o he equi emen s.
Mo eo e , leading companies in he sec o can eac o he en ance o a new compe i o .
This will be unlikely o a new company o isk o en e in a sec o whe e compe i o s
hampe hei ac i i y, eac s ongly agains i o a ack i wi h a d op in p ices in ensi ying
publici y and he en y o he incoming company will be expensi e.
2.2.2.2. Ba gaining powe o supplie s
The pu chases made by Spon ex o i s supplie s a e made h ough he global ma ix,
since he olume o pu chase is much g ea e and he e o e much mo e ad an ageous
p ices a e ob ained h ough he nego ia ions. The ma ix is in cha ge o eaching
ag eemen s wi h hese, ind new supplie s o s udy a supplie ecommended by di e en
ac o ies, and nego ia e condi ions, in o de o ob ain be e p ices han i hey did so in
a di ided manne . The e o e, once he ag eemen s wi h hese ha e been es ablished,
la ge quan i ies o aw ma e ial a e pu chased, necessa y o he manu ac u e o
comme cializa ion o he p oduc s, dis ibu ed o he di e en logis ics cen e s o he
coun ies so ha hey la e dis ibu e hem h ough di e en ac o ies In o de o hem o
make he p oduc s.
2.2.2.3. Ba gaining powe wi h cus ome s
All he p oduc s p oduced by Spon ex bo h in Spain and in e na ionally ha will supply
he Spanish ma ke a e s o ed in a wa ehouse, in Ba celona, whe e he Spon ex b and
has en ed a p opo ional pa o squa e me e s whe e i s p oduc s a e loca ed. So, in
Ba celona is loca ed he comme cial depa men o Spain and his is wha de e mines
23
he p ices o endo s, as well as he place whe e a e nego ia ed p ices o hose who sell
hei p oduc s o he main dis ibu ion chains.
Acco ding o a s udy by he INE o he pe cen age dis ibu ion o na ional expendi u e,
he sec o in which Spon ex ope a es is a sec o wi h a conside ably la ge size which
household’s expendi u e ep esen s 7% o he o al amoun , because in all households
a e he p oduc s ma ke ed by he company. I is a sec o whe e he e a e many
compe i o s om he p i a e labels o b ands like Vileda and Sco ch B i e among o he s.
Spon ex occupies a p edominan posi ion in he household ca e p oduc s and o his
eason has a high-powe ed nego ia o wi h i s main clien s. Ne e heless, mos
supe ma ke s and hype ma ke s chains wan Spon ex p oduc s on hei ca alogue
because o he wide ange o p oduc s o house ca e and p o ec ion o hands o e ing
on his way a ie y o hei cus ome s. Fu he mo e, companies like Spon ex, Vileda and
Sco ch B i e ha e di e en ia ion ad an age in hei p oduc s, ei he h ough new
o mulas in hei p oduc s, in inno a i e p oduc s ha make easie he ask o cleaning
he home and p o ec ion o hands, which would mean a g ea e ba gaining powe ha
he company would ha e on cus ome s.
O e and abo e, he dis ibu o b ands end o ma ke commodi ies and hey do no o e
mo e han one ype o p oduc o a speci ic need. So, when cus ome s a e looking o
some hing mo e conc e e o speci ic in ela ion o hei needs is easy o Spon ex o o he
a ious b ands o dis ibu o o ha e ha p oduc . In addi ion, hey o e highly echnical
p oduc s like mops wi h au oma ic d ain (Full Ac ion Sys em o Fizz Exp ess), an acid
pills ha help he elimina ion o di on he dishes in a simple, as way, in jus 5 minu es
and wi hou e o . So, such p oduc s a e no usually ma ke ed by he p i a e labels and
his ep esen s a powe o nego ia ion o he companies wi h he la ges ones. E en
hough hose possess whi e label will ha e also some ype o p oduc s ha do no
possess and will need o ha e b anded ones like he Spon ex.
2.2.2.4. Th ea o subs i u e p oduc s
Du ing he Spanish c isis s a ed an inc eased use o pape o cleaning in he Spanish
households. A a ime, hey possessed less money o he shopping ca and o
seconda y p oduc s as he cleaning p oduc s which su e ed a decline in sales a he
expense like he ki chen pape ha began o encompass much mo e uses o he one
ha was designed, o example as a clo h. So, he use o p oduc s in ended p ope ly o
30
Figu e 14. P oduc os Ca e ou .
Sou ce: Own elabo a ion. Da a: Ca e ou .
I is su p isingly as Ca e ou does no ha e a la ge po olio o i s own b anded p oduc s
as being one o he main chains o dis ibu ion in he Spanish e i o y. Ne e heless, i
o e s a wide ange o al e na i es in ega d o glo es. Thei p oduc s a e basic, e en
hough he quali y is enough o he o e ed p ices hese a e no sold a a low p ice i we
compa e hem wi h o he p i a e labels.
Bosque Ve de
The whi e b and o Me cadona o he d ugs o e and cleaning is Bosque Ve de. I is a
b and which o e s a wide and comple e ange o cleaning p oduc s as we can see in
Figu e 15. The o e all p oduc po olio is ai ly comp ehensi e bu he e a e no many
ypes wi hin he same p oduc .
Figu e 15. Bosque Ve de p oduc s.
Sou ce: Own elabo a ion. Da a: Me cadona.
In addi ion, as i is cus oma y in Me cadona, he quali y is e y impo an in all p oduc s.
This, i is e lec ed also on cleaning p oduc s a a e y compe i i e p ice and a ai ly high
quali y and makes i a ha d compe i o o b ands like Vileda o Spon ex is no easy o
ha e access on hei supe ma ke s. Fo his eason, he numbe o p oduc s om o he
b ands is educed.

31
Bosch
The Ge man company Bosch has h ee lines o p oduc s ela ed o he cleaning sec o .
The i s line is he cleane b oom ha allows he abso p ion o di om any su ace
allowing a be e domes ic hygiene and inc ease e iciency a a p ice o €100 o he
simple models. The second ype o p oduc p oduced by he b and is sledge acuum
cleane ha ing di e en ypes o bags. I could be wi h bag o bagless. On his sec o ,
Bosch o e s a wide ange o p oduc s o sui all as es, in se ices, design, in
dimensions. The p ice on his p oduc line a ies; i depends on he ea u es o he
p oduc ha in luence he p ice.
The hi d line o p oduc s is he hand acuum allowing a much mo e quick and handy
cleaning. The p ice o such p oduc s ound €100. As we can see he Ge man b and
p oduc ocuses mainly on cleaning by abso p ion.
Sou ce: Own elabo a ion. Da a: Bosch.
Pol i
Pol i is a company specialized in o e ing echnology p oduc s ha help i s cus ome s in
a much mo e e icien domes ic cleaning. I has a ious specialized p oduc s ha will
make much simple he household asks.
Sou ce: Own elabo a ion. Da a: Pol i.
Figu e 16. P oduc os Bosch.
Figu e 17. Pol i p oduc s.
32
He e we ound di e en kinds o p oduc s such as acuum cleane s and each o hem
a e specialized on a speci ic ask. I has di e en p oduc s ela ed o he s eam machine
ha clean wiping su aces wi h s eam allowing a comple e cleaning. This kind o p oduc s
sa e ime, e o and money. I allows o sa e money ha would go o pu chase all
necessa y p oduc s o cleaning. Wha is mo e, Pol i possesses an elec ic b oom ha
unc ion wi h s eam and which allows a maximum hygiene and a much mo e quickly
cleaning han a con en ional one.
Finally, we ha e o bea in mind i s wide ange o acuum cleane s wi h bag, bagless
and wi h wa e il e among o he s. P ices a y depending on he p oduc and he le el
o echnology ha possess, bu a e p oduc s ha ange om €200.
Sco ex
Sco ex o e s a wide ange o p oduc s in ega d o oile pape . The e a e h ee
ca ego ies depending on he u ili y gi en o he ole. The i s op ion is he “mega ollo”,
which is cha ac e ized by a g ea e abso bency and s eng h, allowing o he cus ome
o sa e ime in he household.
The second op ion is he Gian ha is equi alen o h ee con en ional olls and i is ideal
o d ying and cleaning any su ace. Finally, he Jumbo is in ended o mul iple su aces
especially o g ease s ains. Ano he op ion, he pape napkins ha a e use ul o
e e yday use and p ac ice o all home needs.
Sou ce: Own elabo a ion. Da a: Soco ex.
Figu e 18. Sco ex p oduc s.
33
2.3.2.1. Table compe i ion summa y
Compe ido
P oduc
Medium P ice1
P omo ion
Vileda
- Elec ical p oduc s.
63,5€
- Social ne wo ks.
- Ad e isemen s
on TV.
- Packing p oduc s.
- Channel
p omo ions.
- Sculle y maid.
- B ooms.
- Wipes.
- Scou ing pads.
- Glo es.
- Mops.
- S inging and i oning.
7,75€
Sco ch B i e
- Sculle y maid.
- B ooms.
- Wipes.
- Scou ing pads.
- Glo es.
- Mops.
- Rolle lu ee.
3,62€
- Social ne wo ks.
- Ad e isemen s
on TV.
- Packing p oduc s.
- Channel
p omo ions.
Auchan
- Wipes.
- Sco ing pads.
- Glo es.
- Sculle y maid.
- B oom.
- Mop.
1,5€
- Packing p oduc s
Ca e ou
- Scou ing pads.
- Wipes.
- Glo es.
- Sculle y maid.
- B oom.
- Mop.
2,9€
- Packing p oduc s
Bosque Ve de
- Sculle y maid.
- B oom.
- Wipes.
- Scou ing pads.
- Mop.
1,6€
- Packing p oduc s
1
In he annex a e he ables wi h he p ices o he p oduc s om which he a e age p ices a e
ob ained.
34
Pol i
- Vacuum cleane s
- Elec ic b ooms
- S eam cleane s
194,5€
- Social ne wo ks.
- Ad e isemen s
on TV.
- Packing p oduc s.
- Channel
p omo ions.
- Technology
websi es
Bosch
- Vacuum cleane s
- Elec ic b oom
210,75€
- Social ne wo ks.
- Ad e isemen s
on TV.
- Packing p oduc s.
- Channel
p omo ions.
- Technology
websi es.
Sco ex
- Pape owels
- Napkins
2,63€
- Social ne wo ks.
- Ad e isemen s
on TV.
- Packing p oduc s.
- Channel
p omo ions.
2.3.3. Ma ke analysis
2.3.3.1. Sec o Analysis
Acco ding o he Na ional Ins i u e o S a is ics, he cleaning p oduc s sec o is placed
in he g oup o cos s o o he goods and se ices wi h an a e age expendi u e pe amily
o €2.058, a 7.6% om he o al cos s. The a e age expendi u e pe household eached
i s peak in 2007 wi h an a e age expendi u e o € 31.711 due o INE da a. Ne e heless,
as i is shown in he G aph 6 spending has p esen ed a cons an educ ion be ween 2008
and 2014, a d op o 14.7% wi h annual dec eases among hose yea s o 4%. In 2014,
he end is e e sed by egis e ing an inc ease since 2007.
This educ ion occu ed because o he economic c isis ha a ec ed many amilies in
Spain. The e we e expendi u e cu s (see G aph 6) in no -so-essen ial expenses. On he
o he hand, he ones ha su e ed mos d as ic cu s we e hose g oups o leisu e wi h a
35
cu ou o 29.7% ep esen ing €648 o educ ion ollowed by g oup 2 co esponding o
d ess and shoes wi h a educ ion o € 567 (29.2%). Fu he mo e, he g oups ha su e ed
ewe cu s we e heal h (wi h a cu o 5%), pe household (only cu €55), o ood and non-
alcoholic be e ages (co esponding o g oup 1 wi h a cu o 12%). I should be no ed ha
he only g oup ha did no su e cu s, i s a e o change is posi i e, was housing, wa e ,
elec ici y and uels wi h 1.2%. In addi ion, his pe iod coincides wi h maximum
unemploymen peaks, so amilies had less income and hey had o cu down expenses
o con inue o wa d.
G aphic 6. The e olu ion o annual a e age expendi u e pe household.
Sou ce: INE.
Du ing 2008 and 2014, a dec ease in he a e age expendi u e occu ed and i comes o
he g oup o o he goods and se ices. I co esponds o he g oup o cleaning p oduc s
and he e was a educ ion o €351 because he Spania ds could no pu chase hose
ypes o p oduc s. As i is shown in G aph 7, he minimum expense on his g oup was in
2013 wi h a o al spending o €37.234.300. Howe e , in 2008, he o al expendi u e abou
o €41.244.331.
Tha pe iod was a big economic p oblem o companies like Spon ex, Vileda o Sco ch
B i e because he manu ac u ed p oduc s had an a e age u no e . Thei consump ion
does no occu as equen ly as o he p oduc s and he educ ion o € 351 is a e y s ong
one. Fo his eason, hese companies had o make adjus men s in hei accoun s o
educe expenses. Mul iple i ings occu ed in a ious ac o ies o con o m o he end o
he ma ke and no ha e o no ake he quali y down.
On he one hand, he au onomous communi y ha spends mo e on his g oup is
Ca alonia (7.006.647€), ollowed by Mad id (6.383.241). On he o he hand, he

36
communi ies ha spend less money o his g oup a e Ceu a and Melilla (€94.349), and
La Rioja (€236.903).
G aphic 7. The de elopmen o o al expendi u e, o he goods and se ices.
Sou ce: Own elabo a ion. Da a: INE.
2.3.3.2. Consume Analysis
Acco ding o a Nielsen s udy on he end and a i udes a ound he wo ld owa ds
cleaning p oduc s esponsible o he household cho es, 49% o esponden s answe
ha he emale is in cha ge o almos all o he house cleaning. On he o he hand, 30%
o esponden s says ha home cleaning is a sha ed ask and only 15% said ha he men
a e esponsible o domes ic cleaning. Rega ding esponsibili y o he pu chase o such
p oduc s, he end is simila o who does he cleaning.
G aphic 8. Pu chasing cleaning p oduc s.
Sou ce: Own elabo a ion. Da a: Nielsen Global Home Ca e su ey, Q3 2015
The sec o o home ca e and hands p o ec ion is a sec o whe e consume s end o buy
p oduc s in es ablishmen s o la ge su aces. I is a sec o cha ac e ized by high
inno a ion in i s p oduc s we e cons an ly he e a e imp o emen s o ensu e he highes
pe o mance.
22%
54%
24%
Mens Women Bo h o hem
37
G aphic 9. S o es o pu chase cleaning p oduc s.
Sou ce: Nielsen Global Home Ca e su ey, Q3 2015.
The i s op ion o pu chase cleaning p oduc s a e he la ge chains, 83% in Eu ope. This
is due o he ac ha he big chains o e a wide a ie y o home ca e and hand p o ec ion
p oduc s. In addi ion o he p ices o e ed a e much mo e compe i i e han local shops
because he companies o e discoun s o la ge pu chases.
The local shops will o e a sligh ly highe p ice and also he a ie y o p oduc s will be
educed by physical limi a ions ha ha e hese s o es. The online pu chase in his kind
o p oduc s s ill has no de eloped, bu al eady begin o eme ge some ou b eaks o
pu chases and in he nea u u e sales a e expec ed o duplica e.
I we ake in o accoun he mos bough p oduc s by Spanish consume s and in he es
o Eu ope s and ou ab asi es ( o i s high use ulness apa om i s unc ions ha co e
a wide ange o u ili ies, so i is a p oduc occu ing in many Spanish households), mop
(commonly used in Spanish homes gi en hei ease and e iciency) and he b oom
( adi ionally was one o he essen ial elemen s in Spanish households, bu wi h he
eme gence o he mop, his was gi en way by he inno a i e ones).
38
Figu e 19. The used p oduc s.
Sou ce: Nielsen Global Home Ca e su ey, Q3 2015.
Consume s buying hese p oduc s ake in o accoun hei e icacy ha ep esen a eal
impo an a ibu e, since he aim o hese p oduc s is o clean well and hei eal
pe o mance. Mo eo e , o his a ibu e will complemen he expe ience and con idence
in he b and, h ough expe ience cus ome s know how i wo ks, wha is hei
pe o mance, du a ion, and his will be showing con idence on he ma k. So, i he
expe ience is sa is ac o y hey will o con inue o consume b and p oduc s ins ead o
buying o he kind o p oduc s.
Ano he end in consume s ha g ows wi h he yea s is he sea ch o p oduc s wi hou
a ha m ul impac on he en i onmen , bo h in he manu ac u ing and use. So, consume s
will choose he pu chase depending on hei impac and e en he company ha p oduces
he p oduc .
39
3. SWOT ANALYSIS
Table 3. Swo Analys
Sou ce: Own elabo a ion.
S eng hs
• The b and posi ioning: Spon ex ca ies mo e han 80 yea s p oducing in he
sec o o home ca e and he hands p o ec ion which p o ide i o know pe ec ly
he ma ke which is di ec ed
• Spon ex has a clea ocus on hei p oduc inno a ion by: de eloping p oduc s
and ma e ials o hei manu ac u e, employing new echnologies ha appea on
he ma ke and educing he impac on he en i onmen .
46
o awa eness ha would allow i o be a pionee in his sec o and di e en ia e om i s
compe i o s.
6.4. Segmen a ion s a egy
Fo he choice o he ma ke objec i e o which Spon ex in ends o di ec , he company
will ca y ou a s a egy o expansion o he p oduc line, because ha will go wi h se e al
p oduc s in he home ca e and hand p o ec ion he en i e ma ke which is su icien ly
la ge and p o i able. Mo eo e , he company should sa is y he ma ke necessi a es wi h
a wide ange o p oduc s ha oge he can mee he o al need o he ma ke . I is
expec ed ha young people wi h a g ea e awa eness o choose he o ganic p oduc s
ha he company expec s o p oduce his yea . Fo uppe age segmen s, i will con inue
o possess he adi ional p oduc s and a he cu en p ice, since he in e es o hese
segmen s is di e en .
6.5. Posi ioning s a egy
Taking in o accoun he abo e s udy o iden i y he company's compe i o s o Spon ex,
we can loca e hem on a map o posi ioning whe e is loca ed he company and he es
o consume s. The c i e ia ha will de e mine hei loca ion will be he p ice and he
quali y o he p oduc s manu ac u ed and sold.
Sou ce: Own elabo a ion.
Table 5. Posi ioning map.

47
7. MARKETING MIX ACTIONS
7.1. Summa y ac ions plans
ACTIONS
OBJECTIVES
Ac ion 1.
New line o p oduc : Technological
cleaning p oduc s.
1. Ge ing 15% o new cus ome s in
2017.
2. Inc ease he sales o he Company by
10%.
6. Inc ease he bene i o he Company
by 15%.
Ac ion 2.
New line o p oduc : 100% o ganic
p oduc s.
1. Ge ing 15% o new cus ome s in 2017.
3. Inc ease he ange o p oduc s
manu ac u ed wi h blue ibe .
4. Ge 95% o sa is ied cus ome s in he
coming yea .
Ac ion 3.
New line o p oduc : Scen ed clo hs.
1. Ge ing 15% o new cus ome s in
2017.
3. Inc ease he ange o p oduc s
manu ac u ed wi h blue ibe .
4. Ge 95% o sa is ied cus ome s in he
coming yea .
Ac ion 4.
New line o p oduc : Family p oduc s.
2. Inc ease he sales o he Company by
10%.
3. Inc ease he ange o p oduc s
manu ac u ed wi h blue ibe .
6. Inc ease he bene i o he Company
by 15%.
Ac ion 5.
Redesign he websi e.
2. Inc ease he sales o he Company by
10%.
6. Inc ease he bene i o he Company
by 15%.
Ac ion 6.
C ea e an app o help how o use he
p oduc co ec ly.
4. Ge 95% o sa is ied cus ome s in he
coming yea .
5. Inc ease he in e ac ion wi h he
cus ome s in 2017.
48
Ac ion 7.
Pho og aphy and ideo in Facebook
con es s.
4. Ge 95% o sa is ied cus ome s in he
coming yea .
5. Inc ease he in e ac ion wi h he
cus ome s in 2017.
Ac ion 8.
P omo ion o echnological, ecological
and child en’s p oduc s.
1. Ge ing 15% o new cus ome s in
2017.
2. Inc ease he sales o he Company by
10%.
6. Inc ease he bene i o he Company
by 15%.
Ac ion 9.
Gi e a hedgehog plush by buying lo s o
Spon ex.
4. Ge 95% o sa is ied cus ome s in he
coming yea .
5. Inc ease he in e ac ion wi h he
cus ome s in 2017.
Ac ion 10.
Reco d 1.500 likes on Facebook.
4. Ge 95% o sa is ied cus ome s in he
coming yea .
5. Inc ease he in e ac ion wi h he
cus ome s in 2017.
Ac ion 11.
Red clo hs o he igh agains AIDS.
1. Ge ing 15% o new cus ome s in
2017.
2. Inc ease he sales o he Company by
10%.
6. Inc ease he bene i o he Company
by 15%.
Ac ion 12.
The 20% discoun on online shopping.
2. Inc ease he sales o he Company by
10%.
4. Ge 95% o sa is ied cus ome s in he
coming yea .
7.2. P oduc decisions
Ac ion 1. New line o p oduc : Technological cleaning p oduc s.
Objec i es ha sa is y:
1. Ge ing 15% o new cus ome s in 2017.
2. Inc ease he sales o he Company by 10%.
6. Inc ease he bene i o he Company by 15%.
Pe iod o
implemen a ion:
Long e m.
(Wi hin 2 yea s)
49
Desc ip ion: A new line o p oduc s cha ac e ized by he use o echnology wi h wha
Spon ex comple es i s ange o p oduc s o e ing he cus ome an ex ensi e po olio o
p oduc s wi h he aim o mee hei needs. In his case, i would ha e wo new p oduc s,
which oday a e on he ise due o i s g ea use ulness and i s po en ial o use, elec ic
b oom and acuum cleane . These will be made om he same ma e ials and use only
he employmen will be di e en . The elec ic b oom has o be con olled while he obo ic
acuum cleane can be au onomous in i s unc ioning.
Figu e 20. Technological p oduc s.
Elec ic b oom
“E gonomic”
Elec ic
b oom
“Expe ”
Robo ic acuum
cleane “E gonomic”
Robo ic acuum
cleane “Expe ”
Sou ce: Own elabo a ion
Bo h p oduc s ha e he same echnology and he e will be wo kinds o models in bo h
p oduc s. One will be he "E gonomic" lowe class model wi h limi ed ea u es, bu ha i
will comply wi h i s e o s o abso b in a e y e icien way. The ba e y will ha e a mo e
limi ed du a ion and he aspi a ion op ions a e mo e limi ed han in he high-end models.
The o he model will be "Expe " ha will ha e supe io cha ac e is ics such as: wi elessly
echa ge, long-las ing cyclonic suc ion sys em Li-on ba e y, a a supe io p oduc o he
compe i ion a a echnological and design le el and o he consume being able o
choose be ween di e en colo s.
To s a he p oduc ion o such p oduc s, Spon ex can each ag eemen s wi h
echnological p oduce s o compe i o s in o de o p o ide i he necessa y componen s,
mainly he echnological ones un il he company will be able o de elop hei own
componen s and o imp o e hem.
50
Ac ion 2. New line o p oduc : 100% o ganic p oduc s.
De elopmen : Acco ding o he ma ke ends in he Pes el analysis we can obse e as
cus ome s show a g ea conce n o he en i onmen . So, i Spon ex will include a line
o 100% o ganic p oduc s such as clo hs o scou e s i will be an incen i e o consume s
who a e sensi i e o he en i onmen and he consequences o pollu ion acqui ing hese
p oduc s would o e o he ma ke a ully ecological p oduc as well as o he
manu ac u e o he blue ibe , a componen ha added o o he ecological as i can be
cellulose and pulp wood om ecologically managed o es s. In 2017, hese measu es
would inc ease he sales and he company would each he goal o p oducing ou new
p oduc s wi h blue ibe and also i would e en ge po en ial cus ome s om he
compe i ion. I is impo an o di e in packing wi h shades o g een o any logo o indica e
ha he p oduc s a e 100% o ganic.
Ac ion 3. New line o p oduc : Scen ed clo hs.
De elopmen : One o he s a egies pu sued by Spon ex is he di e en ia ion h ough
inno a ion on i s p oduc s. A possible inno a ion in he ield o home ca e p oduc s and
hand p o ec ion would include a ag ance when we a e using hem o pe mea ing a oma
on he objec s and in he case o glo es o a oid he smell o la ex. A i s , i can be
in oduced he basic scen s such as anilla o coconu in clo hs and hen, i he eac ion
o he public is he desi ed he company can in oduce mo e ypes o scen s e en o
ex end i o o he p oduc s. Nowadays, his ype o p oduc would be e olu iona y
Objec i es ha sa is y:
1. Ge ing 15% o new cus ome s in 2017.
3. Inc ease he ange o p oduc s manu ac u ed wi h
blue ibe .
4. Ge 95% o sa is ied cus ome s in he coming yea .
Pe iod o
implemen a ion:
12 mon hs.
Objec i es ha sa is y:
1. Ge ing 15% o new cus ome s in 2017.
3. Inc ease he ange o p oduc s manu ac u ed wi h blue
ibe .
4. Ge 95% o sa is ied cus ome s in he coming yea .
Pe iod o
implemen a ion:
12 mon hs.
51
because does no exis clo hs wi h a oma in his sec o ; enhancing a he same ime he
expe ience o use.
Figu e 21. Scen ed clo hs
2
.
Sou ce: Own elabo a ion.
Ac ion 4. New line o p oduc s: Family p oduc s.
De elopmen : A ange o amily p oduc s will be designed. These will be simila o he
cu en p oduc s, bu wi h a new design ha would no be a ailable o all p oduc s. The
only ones included in his amily ange will be he scou ing pads, clo hs and glo es wi h
he Spon ex hedgehog colo s p in s. This ini ia i e in ends o in ol e he child en o help
he pa en s in he wo k home educa ing and encou aging hem o do his h ough
p oduc s c ea ed only om he smalles o he house. This ype o p oduc will be
a ailable in he dis ibu ion channels and on he web and a e add essed o young amilies
anging om 30-50 yea s wi h child en less han 15 yea s wi h he aim o he child en
pa icipa ion in he household.
2
The igu e 21 con ain ex in Spanish because hey a e p oduc s o he Spanish ma ke .
Objec i es ha sa is y:
2. Inc ease he sales o he Company by 10%.
3. Inc ease he ange o p oduc s manu ac u ed wi h
blue ibe .
6. Inc ease he bene i o he Company by 15%.
Pe iod o
implemen a ion:
12 mon hs.

52
Figu e 22. Child en’s p oduc s.
Sou ce: Own elabo a ion.
7.3. P ice decisions
The me hod o p icing will be based on cos s, since hey will ocus on de ails o he cos s
o he es ablishmen o he inal p ice o he di e en p oduc s. Mo eo e , i is also e y
easy o apply i o he company and wi hin i is used ou side in he p ice. Thus, i is
conside ed ha pa o he es ablished p ice will co espond o he ma gin and his would
no calcula e on cos s, bu yes as a pe cen age o he p ice.
Technological p oduc s: Such p oduc s will use a echnology o i s manu ac u e and
o he han he es o p oduc s. In addi ion, he same p oduc inco po a es simila
echnology as i s compe i o s and om he e esul he simila p ice on his ype o
p oduc .
Elec ic b oom
E gonomic
120€
Expe
160€
Robo acuum cleane
E gonomic
60€
Expe
100€
O ganic p oduc s: O ganic p oduc s will be p oduced by 100% o ganic ma e ials. Thus,
he componen s will be mo e expensi e han p oduc s indus ially p oduced wi hou
using hese ypes o componen s. Bo h he clo h and he wool’s p ice will be €1, mo e
expensi e han he usual one. To se his p ice has been in es iga ed ecological p oduc s
in he cleaning sec o and has been compa ed o he p ice wi h he no mal p oduc . Wha
is mo e, he a e age o he di e ence o he a ious p oduc s was o €1.
53
Wipes wi h scen : F om he beginning, he scen ed p oduc s will ha e wo unique scen s
he cinnamon and coconu . To add scen s o p oduc s does no imply a highe cos o
he company. So, scen ed p oduc s will be p iced sligh ly highe han he no mal wi h a
di e ence o €0.25.
Family p oduc : Fo hei p oduc ion, he company will need o employ he same
ma e ials as o he cu en ones. Thus, i s p ice will be he same as hose p oduc s.
7.4. Dis ibu ion decisions
Ac ion 5. Redesign o he websi e
De elopmen : Due o a weakness de ec ed in he SWOT analysis in ela ion o he da ed
aspec o he web, his ac ion aims o pe o m an aes he ic li by edesigning i . So, i
has o co espond wi h he eali y and o in oduce he possibili y o use s o buy he
b and om he co po a e websi e. Mo eo e , i would in oduce a new dis ibu ion
channel o he exis ing ones.
The g owing demand o p oduc s o e he in e ne can be a g ea oppo uni y o
Spon ex o in oduce he possibili y o pu chase o i s p oduc s h ough i s own websi e,
also he e will be lo s o p oduc s ha include an asso men o di e en p oduc s; his
will allow a mo e di ec con ac wi h consume s o iden i y hei needs h ough demands.
Howe e , as an ul a-sho channel he e would no be any kind o in e media y be ween
Spon ex and consume . I is a channel ha he company does no owned ye . The e will
be a sec ion whe e you can egis e and en e pe sonal da a and add ess o sending he
o de . The cus ome s may use PayPal paymen me hods and c edi ca ds. Shipping will
be €9 o he add esses o he peninsula while €12 o he islands. Fu he mo e, i you
make a pu chase o mo e han €35 he shipping will be ee; his encou ages o buy mo e
p oduc s.
Objec i es ha sa is y:
2. Inc ease he sales o he Company by 10%.
6. Inc ease he bene i o he Company by 15%.
Pe iod o
implemen a ion:
12 mon hs.
54
On he one hand, he logis ics wa ehouse om Ba celona, whe e a e s o ed all he
p oduc s o he domes ic ma ke , once ecei ed he o de i will p epa e and send
h ough he main shipping companies. I is expec ed a sa is ac o y esul and o each
ag eemen s wi h hese companies by educing he shipping cos o o de s lowe han
€35. On he o he hand, he cus ome will ecei e an email wi h he de ails o he
shipmen , he app oxima e da e o a i al and he acking numbe i hey wan o ollow
he deli e y.
Figu e 23. Spon ex web wi h online puschase
3
.
Sou ce: Own elabo a ion.
Ac ion 6. C ea e an app o use he p oduc co ec ly.
De elopmen : The company will c ea e a ee app a ailable o And oid and iOS wi h
ips abou he use o Spon ex p oduc s. The e will be addi ional uses o he bes p oduc s
o a speci ic need. Regis a ion will no be equi ed. The e will be a di ec o y wi h images
o p oduc s and when we access he p oduc he e will be a b ie explana ion o hei
use, he ma e ials wi h which i is manu ac u ed. In he bo om pa , i will ha e di e en
op ions such as he uses o he p oduc , o he uses and objec s o use he p oduc .
3
The igu e 23 con ain ex in Spanish because i is he Spanish websi e o he company.
Objec i es ha sa is y:
4. Ge 95% o sa is ied cus ome s in he coming yea .
5. Inc ease he in e ac ion wi h he cus ome s in 2017.
Pe iod o
implemen a ion:
12 mon hs.
55
Figu e 24. Spon ex app.
Sou ce: Own elabo a ion.
7.5. Communica ion decisions
Ac ion 7. Pho og aphy and ideo in Facebook con es s.
De elopmen : Compe i ions in social ne wo ks ha e e y good ecep ion. Fo his
eason, Spon ex held pho o and ideo con es s on Facebook wi h b and p oduc s. This
will allow a g ea e in e ac ion wi h cus ome s by encou aging hem o use he p oduc s
o show he g ea bene i s ha p o ide a huge ad e ising b and and p oduc s. The use s
will o e and elec hei inalis s. The awa ds ha a e g an ed o wo inalis s in bo h
ideo and pho og aphy will be a subsc ip ion o Ne lix. This p ize is a g ea ad e ising
and he cos is less han € 200 o bo h winne s. So, he e will be some legal bases in
he company’s websi e wi h a lo o con es ules which, in ega d o noncompliance, he
applica ion will be suspended.
Ac ion 8. P omo ion o echnological, ecological and child en’s p oduc s.
Objec i es ha sa is y:
4. Ge 95% o sa is ied cus ome s in he coming yea .
5. Inc ease he in e ac ion wi h he cus ome s in 2017.
Pe iod o
implemen a ion:
12 mon hs.
Objec i es ha sa is y:
1. Ge ing 15% o new cus ome s in 2017.
2. Inc ease he sales o he Company by 10%.
6. Inc ease he bene i o he Company by 15%.
Pe iod o
implemen a ion:
12 mon hs.
62
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11. ANNEXED
65
66
67