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Procter & gamble case competition slides

Shay-Jahen Merritt辿
Shay-Jahen Merritt辿

1. The core customer for the product is no longer reusing it, leading to declining market share and loss of first mover advantage. 2. The goals are to increase market share by 10% and increase market growth. 3. The proposed solution is to "MAGnify" the market by focusing on Maintaining the core customer, Adding new customer segments like men aged 16-34, and Going Global by expanding into major European cities.

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1 November 6th, 2009 Team #1 Nancy Dadas Brian Blewitt Prasant Balakrish Shay-Jahen Merritt辿
challenge market share declining: core customer is not reusing product loss of first mover advantage 2
goals Increase market share by 10% Increase market growth 3
core customer 4
core customer men 5
core customer men European 6
M.A.G.nifying The Solution 7 market growth + brand share
8 M A G
9 M A G maintain add global
10 M maintain keeping the core customer engaged
Alexis- 34 year-old stay at home mother of 3, drive a Lexus, loves to play tennis, 11 has lunch with her girlfriends twice a week, shops every weekend, reads the major fashion magazines.
challenge - Only 10% of core customer reuses 12 - Currently low ease of use
solution Easier to use: 13 - Sticks to teeth better - Only once each day
tactics - New messaging reinforcing improved 14 technology and better product - Weve whitened your teeth before, let us do it again. -Make a New Years Resolution to keep teeth white. -Traditional (TV & Print) -Nontradtional (Subways, Microsite)
15 A add welcoming new new customers, men (16-34), job seekers/promoters
Stephen- 26 years old, 3 year into his first job as a financial analysist, 16 competing for a promotion. Lives with a roommate, but was recently engaged.
challenge We tapped our initial target market, to grow we 17 must bring our product to new consumers.
solution New customers: - People who currently use other brands. 18 Men 16-34 - Job/promotion seekers - Successful business men First impressions are important Unified messaging reinforces ease of use
Sampling plan: tactics Just look for the package - Store sampling: 19 - end caps in Wal-Mart - White strips dispensers - Luxury hotels - Airports - Pop up stores - Advertising - High profile endorsements (Tiger).
20 G global europe is the new white
Ellie- 22 years old, recent university graduate, majored in marketing, 21 currently interning at a large marketing research firm reads major American fashion magazines, loves drinking coffee with friends.
challenge - Limited European Presense I live in Europe, but I have a friend who is in the States at the 22 moment and I want them to get me some Crest Whitestrips while they are there. Where can you buy them from? Walmart? Which stores sell them? Also would you recommend Classic or Pro Effects? (I saw those on the website). Please dont tell me you can buy them online, I already know that and I wouldnt be asking this question if I wanted to buy them online. Thanks in advance. -Ellie http://answers.yahoo.com/question/index?qid=20080824100244AAcHDrY
solution - Targeting three major European cities: - Women 16-34 23 - Raise awareness
tactics - Co-branding at major retailers 24 - Bundling with toothpaste and mouthwash
timeline 2010 2011 2012 M 25 A G
Thank You 26 What Questions Do You Have?
27 F financials MAGnifying our feasibility
total marketing expenses Maintaining Core Customers TV* $1,300,000 Print** $90,000 Non-traditional*** $500,000 Total $200,000 *assumes $40,000 per spot,runs 20 x / week, 6 weeks (3 on, 3 off) **assumes $10,000 per insertion per month, 6 mags, for 3 months ***assumes environmental advertising and 28 cost of a micro-site In-Store Advertising Dispensers**** $200,000 In-store space (paid to retailer) $200,000 $400,000 ****includes cost to develop 100 dispensers Total US $3,000,000
topline financials in millions prem base prem base men men 18 6 vol 0.16 0.27 0.03 0.05 0.44 0.07 rev 2.95 4.91 0.41 0.68 7.85 1.09 cogs 1.15 1.91 0.22 0.36 3.05 0.58 sga 0.34 0.57 0.06 0.10 0.92 0.15 29 ad (total) 1.4 1.4 0.1 0.1 1.5 1.5 Net Profit 0.06 1.03 0.03 0.12 20.38 4.86

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Procter & gamble case competition slides

  • 1. 1 November 6th, 2009 Team #1 Nancy Dadas Brian Blewitt Prasant Balakrish Shay-Jahen Merritt辿
  • 2. challenge market share declining: core customer is not reusing product loss of first mover advantage 2
  • 3. goals Increase market share by 10% Increase market growth 3
  • 6. core customer men European 6
  • 7. M.A.G.nifying The Solution 7 market growth + brand share
  • 8. 8 M A G
  • 9. 9 M A G maintain add global
  • 10. 10 M maintain keeping the core customer engaged
  • 11. Alexis- 34 year-old stay at home mother of 3, drive a Lexus, loves to play tennis, 11 has lunch with her girlfriends twice a week, shops every weekend, reads the major fashion magazines.
  • 12. challenge - Only 10% of core customer reuses 12 - Currently low ease of use
  • 13. solution Easier to use: 13 - Sticks to teeth better - Only once each day
  • 14. tactics - New messaging reinforcing improved 14 technology and better product - Weve whitened your teeth before, let us do it again. -Make a New Years Resolution to keep teeth white. -Traditional (TV & Print) -Nontradtional (Subways, Microsite)
  • 15. 15 A add welcoming new new customers, men (16-34), job seekers/promoters
  • 16. Stephen- 26 years old, 3 year into his first job as a financial analysist, 16 competing for a promotion. Lives with a roommate, but was recently engaged.
  • 17. challenge We tapped our initial target market, to grow we 17 must bring our product to new consumers.
  • 18. solution New customers: - People who currently use other brands. 18 Men 16-34 - Job/promotion seekers - Successful business men First impressions are important Unified messaging reinforces ease of use
  • 19. Sampling plan: tactics Just look for the package - Store sampling: 19 - end caps in Wal-Mart - White strips dispensers - Luxury hotels - Airports - Pop up stores - Advertising - High profile endorsements (Tiger).
  • 20. 20 G global europe is the new white
  • 21. Ellie- 22 years old, recent university graduate, majored in marketing, 21 currently interning at a large marketing research firm reads major American fashion magazines, loves drinking coffee with friends.
  • 22. challenge - Limited European Presense I live in Europe, but I have a friend who is in the States at the 22 moment and I want them to get me some Crest Whitestrips while they are there. Where can you buy them from? Walmart? Which stores sell them? Also would you recommend Classic or Pro Effects? (I saw those on the website). Please dont tell me you can buy them online, I already know that and I wouldnt be asking this question if I wanted to buy them online. Thanks in advance. -Ellie http://answers.yahoo.com/question/index?qid=20080824100244AAcHDrY
  • 23. solution - Targeting three major European cities: - Women 16-34 23 - Raise awareness
  • 24. tactics - Co-branding at major retailers 24 - Bundling with toothpaste and mouthwash
  • 25. timeline 2010 2011 2012 M 25 A G
  • 26. Thank You 26 What Questions Do You Have?
  • 27. 27 F financials MAGnifying our feasibility
  • 28. total marketing expenses Maintaining Core Customers TV* $1,300,000 Print** $90,000 Non-traditional*** $500,000 Total $200,000 *assumes $40,000 per spot,runs 20 x / week, 6 weeks (3 on, 3 off) **assumes $10,000 per insertion per month, 6 mags, for 3 months ***assumes environmental advertising and 28 cost of a micro-site In-Store Advertising Dispensers**** $200,000 In-store space (paid to retailer) $200,000 $400,000 ****includes cost to develop 100 dispensers Total US $3,000,000
  • 29. topline financials in millions prem base prem base men men 18 6 vol 0.16 0.27 0.03 0.05 0.44 0.07 rev 2.95 4.91 0.41 0.68 7.85 1.09 cogs 1.15 1.91 0.22 0.36 3.05 0.58 sga 0.34 0.57 0.06 0.10 0.92 0.15 29 ad (total) 1.4 1.4 0.1 0.1 1.5 1.5 Net Profit 0.06 1.03 0.03 0.12 20.38 4.86