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Scirj Volume XI, Issue XII, December 2023 Edition ISSN: 2201-2796 ZeroFog: Reusable Anti-Fog Cloth for Glasses, Marketing Analysis and Details Conor Kelly Abstract: ZeroFog is a reusable anti-fog cloth for glasses which launched during the Covid-19 pandemic as a solution to foggy glasses caused by wearing a face mask. During one-year period, Zero Fog Ltd sold 45,000 units to 12,000 customers. In this study we analysed the key drivers of ZeroFog business model and identified that it uses a value chain model – buying low-cost cost manufactured products from Asia, adding marketing & branding value and selling them for a markup in the European market. The effectiveness of the model added marketing value has led us to conclude that this business should be viewed as a marketing engine rather than a single anti-fog product business. Looking at ZeroFog marketing data, a regression analysis confirmed that social media campaigns through Instagram influencers are a perfect tool to penetrate a large audience quickly. Once a core customer base is established more cost-effective strategies like email marketing, TV appearances and radio drive up margins and create customer retention. The Irish targeting strategy led to a high proportion of sales made in Ireland and to our surprise the majority of customers were women. Survey insights highlighted that customers strongly prefer fast delivery times and have a preference towards Irish products. This report assesses how the success of ZeroFog can be used to build a framework which can be applied by marketers of other consumer packaged goods to rapidly penetrate the Irish market and grow as effectively as ZeroFog under a new strategic model. Reference this Paper: ZeroFog: Reusable Anti-Fog Cloth for Glasses, Marketing Analysis and Details by Conor Kelly published at: "Scientific Research Journal (Scirj), Volume XI, Issue XII, December 2023 Edition, Page 16-31 ". Search Terms: Zero Fog [Read Research Paper] [Full Screen] |
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