This project was a SWOT analysis and brand book for Tide Dry Cleaning. TDC's agency asked the class to present what Tide Dry Cleaning would look like with a target market of millennials. Throughout this project we were worked on secondary research in a team of eight. Additionally, I was in charge of researching competition and creating this brand book with a partner. As a team we created a target profile to begin doing primary research with in focus groups and IDI's. At the end of the project team members together a power point presentation in which we presented the Situational Analysis to the professor and class in an agency presentation scenario.