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Brand Management presentation on the recommended launch of P&G's H-80 product
Citation preview
Launch of H-80 LaunchParvati Vaish, Shoney Yakubjanov,
Curtis Thayer, Sarachok Panamaneechot
The H-80 BrandCategory: Performance
SegmentPositioning statement:
Competitively priced highly effective dishwashing detergent for individuals facing the everyday problem of tough to clean dishes.
Core Identity Statement: Outstanding dishwashing liquid for cleaning tough to remove foods from dishes
Advertising Plan
Target: Primarily women age 18-35 Copy/objective: The highest performing liquid
detergent in cleaning tough to remove food while still being safe for dishes
Reason why: Scrubber system. Approved by American Fine China Guild
Style: green color, floral fragrance, arrow shaped packaging, superior performance at amazing value
Tone/Personality: Modeled after Mr. Clean: Caring yet strong and powerful. Someone you know you can rely on to get the job done – A protector of your dishes
Promotion CalendarApril May June July August September
Trade Allowance $2.70 for all sizes
Social media campaign
TV stand inside the store
In-pack premiums with cooking ware for high grease food
Price Packs Introduce TV
ads
TV ads continue 4th of July “Dirtiest Dish” sweepstakes
TV ads continue
TV ads continue TV ads continue
October November December January February March
TV ads continue Holiday “Dirtiest Dish” sweepstakes
Thanksgiving near-pack premiums
Trade allowance $1.80 for all sizes
TV ads continue
Announce Sweepstake winners on Christmas
Christmas in -pack premiums
TV ads continue
TV ads continue TV ads continue TV ads continue
Product Release
Time of release: April 1st Why:
◦Mid-spring time ◦Activities that require lots of cooking
are more commonImportant:
◦Avoid same time promotions
Week 1
Introductory Trade Allowance: #1$2.70 for all sizes for the first
three monthsShould help stimulate initial
stocking, in-store displays and feature advertising by the trade
Week 1
Customer Education: Social MediaVideos of superior performance
displayed through popular social media sites◦Will help educate younger
consumers◦Should increase trail rates
Free samples and coupons will attract consumers
Week 1
Social Media CouponsWe will be distributing coupons
through FacebookPressing “like” Subscribing to a
magazine Used magazine coupon rates to
determine costs Assumed 100% redemption because
whoever prints the coupon will likely use it
Week 1
Customer Education: In store TVs
In-store TV displays demonstrating the product◦For the first 6 weeks
Help educates those missed through Social Media
Week 1
Call to Action: Price PacksAwareness creation is supported
by price packs◦Increase trial
Discounts:◦90 cents from 48oz◦61 cents from 32oz◦44 cents from 22oz◦25 cents from 12oz
Week 1
Increasing Trials: In-Pack PremiumsFree samples of H-80 sold along
with other goods:◦Baking pans◦Cookie sheets◦Large platters
Drive trialHelps create positive consumer
associations
Week 5
TelevisionNational ads
◦Target: Female heads of households; between18 and 35 yrs old
Message: superior dishwashing detergent at a competitive price, an absolute need for large households and social events
Goal: Increase awareness rates
Week 6
4th of July SweepstakesNationwide competition10 winners with prizes of
$100,000 eachThis will help increase awareness
rates, trial rates and repeat trial rates
Week 13
Trade Allowance #2$1.80 for all sizes as a tactic to
address the competitive environment created by other P&G brands and the main competition: Sunlight
Week 20
Holiday “Dirtiest Dish” Sweepstakes
Start a week before Thanksgiving and ends the day of Christmas
Highlighting the best through social media sights and later media advertising.
Drive traffic to social media sights, awareness, trial, retrial.
Week 44
Thanksgiving near-pack premium
Offer $0.50 coupon for H-80 when you purchase typically tough to clean dishes (platters, baking dishes, etc.) in the Thanksgiving season.
This reinforces the association with strong cleaning power and family.
Week 44
Month A M J J A S
Trade Allowance #1 $283,500.00 $283,500.00 $283,500.00
In store TV display $3,500,000.00 $3,500,000.00
Online Marketing CampaignSamples $396,000.00
Coupons $665,000.00 $665,000.00 $665,000.00
Social Media $50, 000
Online TV $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00
Personal Website $100,000.00
Price Packs48oz/90 cents off $1,320,165.00
32oz/61 cents off $1,050,840.00
22oz/44 cents off $886,410.00
12oz/25 cents off $710,640.00
Other
In-pack premiums with cookware $630,000.00
TV advertisements $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64
4th of July sweestakes $1,060,000.00
Thanksgiving sweepstakes
Holiday near pack premiums
Trade Allowance # 2
Monthly Total $9,642,555.00 $5,519,863.64 $2,684,863.64 $2,796,363.64 $1,636,363.64 $2,401,363.64
O N D J F M Trade Allowance #1
In store TV display
Online Marketing Campaign
Samples
Coupons $665,000.00 $665,000.00 $665,000.00
Social Media
Online TV $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00
Personal Website
Price Packs
48oz/90 cents off
32oz/61 cents off
22oz/44 cents off
12oz/25 cents offOther
In-pack premiums with cookware
TV advertisements $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.644th of July sweestakes
Thanksgiving sweepstakes $1,060,000.00Holiday near pack premiums $120,960.00Trade Allowance # 2 $882,000.00
Monthly Total $1,736,363.64 $4,464,323.64 $1,736,363.64 $2,401,363.64 $1,736,363.64 $2,401,363.64 $39,157,515.00
Yearly total $39,157,515.00
Holiday Near Pack PremiumsProvide consumers with coupons
attached to other products such as baking goods, greasy food products, and/or tough to clean cooking utensils
Helps promote repeat buys Reinforces the brand image and
lifestyle by creating associations with tough to clean products
Trial Goal 25%Drivers:
◦ Online Samples – through social media, offer sample to interested or involved patrons
◦ Price Packs – drive demand in stores, 70% of consumers make brand decisions after they enter the store
◦ In Pack premium with cookware – offer sample sold with typically tough to clean dishes such as baking pans
◦ SweepstakesWe’re hoping for a 30% coverage of all
households with an 85% usage rate gives us a final trial percentage of 25%
Market Share Awareness: 70%
◦ Social Media◦ TV Advertisements◦ In Store TV Displays◦ Online TV◦ Personal Website
Trial: 25% (See previous slide) Repeat: 60%
◦ Sweepstakes◦ Holiday Near Pack Premiums◦ Price Packs◦ Rely on innovativeness for appeal to consumers
Distribution: 70% TOTAL MS: .7 * .25 * .6 * .7 = 7%