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MKTG 440 Piatselchyts: Getting Started

Resources for market and business evaluation, digital marketing strategies, and presentations.

Getting Started: Who Is Your Target Audience?

This project involves creating a digital marketing strategy to attract new business to a green cleaning company.

Some thoughts to keep in mind...

  • Who is the target audience?
  • What would motivate someone to switch cleansers? What's important to them?
  • Are there any characteristics or challenges unique to this audience that your ad strategy should acknowledge?

Use the resources below to explore and research different aspects of your target audience. Be sure to refer to the other tabs across this guide for additional resources and strategies.

Determining Location

Currently EcoFresh only sells in the United States with 50% of their customers in California, Oregon, and Washington state.

Cleaning Industry Assocations

American Cleaning Institute: ACI serves the growth and innovation of the U.S. cleaning products industry by advancing the health and quality of life of people and protecting our planet. ACI achieves this through a continuous commitment to sound science and being a credible voice for the $57.4 billion cleaning products industry.
An Economic Analysis of the U.S. Cleaning Products Industry
Economic Analysis Report

International Sanitary Supply Association: ISSA is the leading trade association for the cleaning industry worldwide, with more than 10,500 distributor, manufacturer, manufacturer representative, building service contractor, in-house service provider, residential cleaning, and associated service members.
Green Cleaning
Going Green Can be a Boon for Your Business

Government Data

SWOT Analyses of Competitors

NAICS Code and Industry Reports

325611 - Soap and Other Detergent Manufacturing

Barnes Report: Soap and Cleaning Compounds Manufacturing (NAICS 32561)


The Barnes Reports are the leading publications on U.S. industries and estimates and forecasts on sales and employment demographics. As a way of making the most of this information, we have included a few suggestions and tips to aid you in processing and using this information. Managers, planners, and market researchers use this information for a variety of activities:

• Sizing markets and segments – You can estimate the size of the regional markets you sell in and your company’s market penetration into that market. You can do the same with the market segments in which you participate.

• Sales territory potential – You can estimate your market penetration and also the market potential in any regional area or market segment.

• Sales forecasting – With the estimates on the size of the industry, market researchers supporting a sales force can then estimate and forecast the future size of the industry.

• Advertising strategies – You can use this information for forecasting and estimating sales potential and target advertising campaigns.

• Competitive analysis – You will use the information to locate your possible competitors (if it is not already known), to estimate their size, growth and strengths and weaknesses and to see what market segments in which they participate. 

Statista Market Report: Cleaning Products Industry in the US

This report presents a range of statistics and facts about the household cleaning products industry in the United States. It has been split into the following chapters: market overview, retail, leading companies, consumption, and the impact of COVID-19 on the industry.

Case Studies