Household & Domestic

Marketing in the household sector

Articles and cases by category:
Batteries
Cleaners, detergents
Furnishings
Gardening



Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report details cleaning brand Clorox's attempts to move beyond targeting mothers with "lily-white sheets" and engage new audiences, including millennials and men.


Euromonitor Profiles, July 2015
This Company Profile from Euromonitor provides key details and analysis of Electrolux AB. Included is a strategic evaluation with key facts about the Swedish company, competitive positioning against comparative brands, and assessment of its position in the electrical appliances market.

Euromonitor Profiles, July 2015
This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the household goods market.

Euromonitor Profiles, July 2015
This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the household goods market.

Erika Lamoreaux and Heather Dougherty, ARF Experiential Learning, Audience Measurement, June 2015

This paper explains how Clorox, the cleaning products brand, used research to better understand its audience, moving beyond demographics to build consumer personas.


Case Study

Delipapier: Emma
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how French toilet paper manufacturer Delipapier enhanced its position in an increasingly competitive market.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Kimberly Clark targeted its sale of Kleenex Balsam brand tissues in response to a shifting target market in the UK.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Grupo Papelero Scribe in Mexico repositioned the Scribe brand to attract a younger demographic.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how greeting card company American Greetings drove traffic to its Cardstore.

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