Church and Dwight

Topics: Brand, Brand management, Advertising Pages: 1 (337 words) Published: September 30, 2006
Strength: Church & Dwight have many different strengths but their main strength is brand recognition. Church & Dwight manufactures Arm & Hammer products which I believe is there strongest recognized brand product in the company. That little yellow box can be seen in millions of households across the country. This product can be used for baking, cleaning, and deodorizing. This product can also be mixed with other products to create such things as a drain opener and even a volcano for science class. Even though you can buy other baking soda products Church and Dwight have cornered the market with there recognizable product.

Weakness: One of Church & Dwight's major weaknesses is overextending their branding of the Arm and Hammer product. While they are popular for the baking soda product, for some reason Church & Dwight felt the need to put the symbol everywhere. When you go to a super market you can see it on laundry detergent all the way to toothpaste. Over saturating the market place with a symbol/product tends to make the product less special. The public tends to phase out the importance of that product and the brand recognition then becomes a threat.

Opportunity: Church & Dwight have a great amount of opportunity within there organization. With product lines focusing on household, personal care, specialty, and international products, Church & Dwight have many different possibilities on expanding there business and market share.

Threat: The major threat that Church & Dwight face is their competition. The competitors in their field have more money and stronger advertising campaigns. This puts Church & Dwight at a major disadvantage to gain new customers since it competitors are getting all the attention.

Strategies: A strategy Church & Dwight should pursue is to launch some new products under a new name. That way they will stand alone in the eyes of consumers, and if they are not a success, there will be no impact on the Arm and...
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