Ideas and proposals are the cornerstones of business; dreams and hard work become a reality, and how the next big consumer product is given its shot at the spotlight. Although COVID-19 has harmed many business sectors, household cleaners have become increasingly necessary. “The adoption of a healthier lifestyle, coupled with the increasing concern for hygiene, has been one of the critical drivers for the household cleaners’ market in North American countries such as the United States and Canada over the past few years.” (1) The increasing potential threat of spreading bacterial diseases and infections due to contaminated surfaces has also fueled the demand for cleaning supplies. This, coupled with the rise in families often working remotely, allows more time spent together in homes now viewed as work and home.

The market research necessary to determine the growth projections and the exact target for new products is essential for success. The goal is to discover the needs and give them precisely what they need to satisfy them. For my product proposal to one of the largest producers of commercial and personal household cleaners, I have decided to bring together some of the top P&G products in a neat travel pack that can be available for anyone who may need a speedy clean.

Not all customers are the same, and niches are the key when marketing a new product. Market research allows you to categorize large groups of people into smaller groups by their preferences and needs so companies and developers can focus on those needs for getting the product from concept to delivery specific to meet those needs. By identifying which traits are prevalent, the reach towards a target market can be met, and the chances of success are more significant. For the Handy Bundle, the products being packaged for travel and convenience can be promoted to several groups. Notably, smaller households that do not need full-size products, parents with children often need convenient cleaning products while on the go, and convenience stores that consumers often visit when they are not near a grocery or department store.

Substantial legal and ethical implications are often considered when promoting household cleansers. Some of the top concerns are the environmental impacts and the ingredients used within the products. Most effectively and responsibly, packaging can improve the consumers’ reception and provide additional marketing opportunities. Additionally, the trends for organic or cleansers that do not display harmful chemical characteristics are becoming more in demand. Accountability holds companies to a higher standard in producing products. Consumers demand that the products not be tested on animals and use items such as palm oil, microplastic, and liquid polymers are disclosed. Adding these attributes can encourage a new market share and target audience. When researching the Handy Bundle for Proctor and Gamble, some implications for ethical issues would be the lack of organic brands within the lines of current cleaners to be added to the assortment within the bundle and the transparency of sourcing from P&G.

Although more research might warrant additional lines within the P&G family for the increase in ethical and environmentally sound products, the Handy Bundle consists of the top cleaning and disinfecting products already proven and counted on for results. Research confirms that having cleaning products available in places other than the home and having each of the products in one convenient package is appealing and allows some sense of preparedness and the opportunity to purchase everything in one convenient “Handy Bundle.”

1. Household Cleaners Market Size, Share, Report (2022 – 27) (mordorintelligence.com)