SC Johnson

SC Johnson

Company & Recruiting Presentation

@ Cornell University

– company location: Racine, Wisconsin

– sustainability

– consumer packaged goods (CPG) / (competitior: P&G)

– manufacturing + service (products vs. brands)

– family business: unique organizatinal sturcture, very clear and set

– advantage: very structured program (separate training @ vendors – Walmart)

BRANDING?

– promise of a product (We Try Harder – Avis)

– face – Steve Jobs (part of message, promise)

– association  – corona

– Harley & Davidson (value, idea, personality

– status quo

– brand = benefit / costs

– value / brand equity = perceived benefits – reduced prices

– consumer insights

– end-users data – mass manufacturing

– individual consumer data

– budget allocation

– data-driven (fact)