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Essentials. CleanBetween. Organization’s Background. Formed August 2004 – Villanova, Pa Management roles assigned Product concept: Toothbrush with flossing apparatus Release Date: December 2004. Company History. Opportunity. Marketing Plan. Financials. Product Benefit. - PowerPoint PPT Presentation
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Essentials
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Organization’s Background
Formed August 2004 – Villanova, Pa
Management roles assigned
Product concept: Toothbrush with flossing apparatus
Release Date: December 2004
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Mission Statement
Essentials is committed to providing quality products that promote healthy lifestyles. We strive to maintain a mutually
beneficial relationship with our stakeholders while achieving
consistent returns for our investors.
Frank Bruno
CEO
Chris Klenk Head of Operations
Vince Sibol
Head of Finance
Kelley Menzano Head of Marketing
Chris Bell
Tuan Dinh Sarita Hatcher
Frank Bruno
Elliott Fullmer
Chris Bell
Courtney MacDonald
Lauren Marx
Elliott Fullmer
Sarita Hatcher
Courtney MacDonald
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Problem
Many people do not have
GOOD oral hygiene!
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
So What? Maintaining good oral hygiene is one of the most important things you can do for your teeth and gums.
Daily preventive care, including proper brushing and flossing, will help stop problems before they develop.
greatly decreases risk of developing dental problems.
Tooth Decay
You DON’T Want… You DO Want…
A Healthy SmileSource: http://health.yahoo.com/health/centers/oral_care/200
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Can’t I Just Brush My Teeth?
“Floss only the teeth you want to keep.”
If you don’t floss, you are leaving as much as 40% of your tooth surfaces untouched and uncleaned!
primary function of dental floss.
Must floss daily.
poor dental health may increase the risk for cardiovascular disease.
Source: http://www.floss.com/common_flossing_mistakes.htm
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Brushing vs. Flossing
Source: Surveys randomly distributed to 100 Villanova students.
Avg. # of Times Teeth Brushed Per Day
5%
85%
10%
Between 0 and 1 times
Between 2 and 3 times
4 or more times
Avg. # of Times Teeth Flossed Per Day
60%
35%
5%
0 times
1 time
2 or more times
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Why Don’t People Floss?
Why Don't You Floss Everyday?
40%5%
15% 0% Lazy
Don't have time
Don't Care
Other
Source: Surveys randomly distributed to 100 Villanova students.
How Important is Dental Hygiene to You?
0%
0%
5%
40%55%
Very Unimportant
Unimportant
Neutral
Important
Very Important
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Solution
• Make flossing more convenient!
• Everyone brushes their teeth, so…
Combine the brush &
the floss!
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The flosser has a disposable snap-on head. Makes flossing easier!
The brush has polishing pads to help clean & brighten your teeth.
Source: www.jnj.com
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Sales & Distribution Plan Mass Merchandisers:
Drug Stores:
Supermarkets:
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Market
Implements/Appliances reached $1.8 billion in U.S. retail sales in 2004 up .8% from 2003.
The largest implement/appliance segment is manual toothbrushes and the third segment is dental floss.
Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5 th edition, October 2004
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Market Size
Retail dollar sales of oral care products at $7.2 billion in 2004 – nearly $1 billion higher than in 2000.
Oral care sales projection - $8.5 billion as of 2009.
This segment is expected to reach $2.1 billion in 2009.
Projected U.S. Retail Dollar Sales
***Manual toothbrushes, electric appliances, floss,
and manual tools.
Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Market Size…
Manual Toothbrushes are used by 184.4 million, or 87.5% of all adults.
Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products
5th edition, October 2004
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Projected Share of Market
J&J is 8th with only 3.5% of retail dollars in the first six months of 2004.
J&J would gain an additional .5% of the market share in our first year.
Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Competition
No direct competitors.
Brand Strengths: positive image customer loyalty
CleanBetween - incorporated into J&J Reach Oral Care Division.
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Use of Oral Care Products by Gender
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Marketing Story
When launching our product, we must understand who our target market is!
Meet…Courtney Smith.
Customer Profile
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Advertising Strategy Print Campaign in major magazines
directed towards our target market. Females age 18-30 Example: Shape
Billboards in the subway stations of 5 major cities. Boston, New York, Chicago,
Washington D.C., and Los Angeles
Providing dentists with samples of CleanBetween to distribute to patients.
Word of Mouth is key! Website
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
The Market Size…
Marketing Type
Cost
Billboards
Packaging
Magazines
Total
$922,080
$160,000
$1,021,280
$2,103,360
Uses of Marketing Budgets
44%
8%
48% Billboards
Packaging
Magazines
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Advertising CampaignWould you want to be seen
without CleanBetween?
Brush a n d floss your wa y to a hea lthi er smi le…
If you don’t floss, you are leaving as much as 40% of your toothsurfaces uncleaned! Save time with the new brush & floss in one. Trust us…your mouth will thank you! ESSENTIALS
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Advertising CampaignWould you want to be seen
without CleanBetween?
Brush a n d floss your wa y to a hea lthi er smi le…
If you don’t floss, you are leaving as much as 40% of your toothsurfaces uncleaned! Save time with the new brush & floss in one. Trust us…your mouth will thank you! ESSENTIALS
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Advertising CampaignWould you want to be seen without Would you want to be seen without
CleanBetweenCleanBetween??
Brush a n d floss your wa y to a hea lthi er smi le…
If you don’t floss, you are leaving as much as 40% of your toothsurfaces uncleaned! Save time with the new brush & floss in one. Trust us…your mouth will thank you! ESSENTIALS
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Advertising CampaignWould you want to be seen without Would you want to be seen without
CleanBetweenCleanBetween??
Brush a n d floss your wa y to a hea lthi er smi le…
If you don’t floss, you are leaving as much as 40% of your toothsurfaces uncleaned! Save time with the new brush & floss in one.
Trust us…your mouth will thank you! ESSENTIALS
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Why Choose Our Product?
ConvenienceConvenience
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Summary of Marketing Story
Market Offering Target Market: Females 18-30 Gain an additional .5% of the
implement/appliance segment of the Oral Care market share. Ad Campaign focus:
Print Ads Subway Billboards Word of Mouth
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
CleanBetween’s Role in J&J
J&J’s main financial goal: “To achieve superior levels of capital
efficient profitable growth.”
CleanBetween can help: Return on Investment capital resources Gross Profits in line with those of J&J
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Investment
Required initial investment is less than $5 million Only .09% of total cash & cash
equivalents
J&J’s ROI: 14.9%
CleanBetween’s ROI:32%
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Expenses
Clean Between Expense Allocation for 2005
Total Cost of GoodsSold
Advertising
Packaging
Web design
Salaries
Rent
Utilities
Technology expenses
Research anddevelopment
58%
4%
32%
.4%
5% .1% .1%.2%
.8%
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Income Statement2005 2006 2007
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Financial Highlights
Sales
Net Income
2005 2006 2007 % 2006 % 2007
3,976,000 5,396,000 6,532,000 35.71% 21.05%
144,083 308,458 990,533 114.08% 221.12%
$
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Expected Sales
2005 - 1.4 million CleanBetween Products Sold
2006 – 1.9 million CleanBetween Products Sold
2007 – 2.3 million CleanBetween Products Sold
Sales VS. Operating Expenses
$-$1,000,000
$2,000,000$3,000,000
$4,000,000$5,000,000
$6,000,000$7,000,000
1 2 3
Year
Dol
lars Sales
Total Operating Expenses
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Why Invest in CleanBetween? Johnson & Johnson’s Gross Profit:
70.9% CleanBetween’s Gross Profit: 71%
(3 year average)
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Our product will provide
Increased Profits
Create new market base
Gain competitive advantage
Increase Market Share
Provide Convenience
Company History
Opportunity
Marketing Plan
Financials
Product Benefit
Financial Request
Patent Price Request
$4,500,000 (2005 Total Operating Expenses x 175%)
Divided equally among employees
Thank you for your Time
Questions?
