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Entering a New Market - Example PowerPoint presentation

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This is a mock presentation based on the theory that P&G wanted to enter a new market with one of their existing product lines. The new market is Canada and the product line is Luvs diapers.

Published in: Business, Technology

Entering a New Market - Example PowerPoint presentation

  1. 1. “Just One More”<br />Aaron Fisher<br />MBA, David Eccles School of Business<br />aaronfisher@gmail.com<br />
  2. 2. Purpose<br />INTRODUCTION<br />To show thought process.<br />Each slide<br />answers a question.<br />The question and an explanation as to<br />why it is useful are presented in the<br />slide notes.<br />“A successful marketer is someone who can socratically reason through a challenge and find a solution through creativity and teamwork.”<br />
  3. 3. disclaimer<br />INTRODUCTION<br />This presentation is not meant to be a recommendation for the Luvs® brand.<br />This presentation is not meant to show anything more than my thought process.<br />On slides where data has been significantly altered or fabricated, two red triangles appear at the bottom of the slide such as those below.<br />This author would NEVER include altered or fabricated information in a real report.<br />See<br />Notes<br />Artificial<br />Values<br />
  4. 4. Company strategy and Goal<br />INTRODUCTION<br />STRATEGY: GOAL:<br />- More Consumers - Just One More<br />- In More Parts of the World<br />- More Completely<br />
  5. 5. Objective: “Just One More”<br />INTRODUCTION<br />To assess the landscape for and viability of a successful launch of the Luvs® brand into the Canadian market.<br />“Just One More”<br />The Luvs® Direction:<br />Just One More Country<br />By launching into Canada, the Luvs® brand will <br />be able to support the company’s strategy and goal.<br />
  6. 6. Outline<br />INTRODUCTION<br />The Luvs® Brand<br />The Canadian Market<br />Competitive Landscape<br />Recommendation<br />
  7. 7. The luvs® brand<br />
  8. 8. Luvs® role<br />THE LUVS® BRAND<br />Household Care<br />Baby Care<br />Diaper Brands<br />Premium<br />Mid-Tier<br />
  9. 9. Target demographic<br />THE LUVS® BRAND<br />Moms age 18-45<br />Household Income under $45K<br />Education: High School+<br />
  10. 10. Key Benefit<br />THE LUVS® BRAND<br />Leak<br />Luvs® Ultra Leakguards help lock away wetness and stop leaks, day and night.<br />
  11. 11. Reason to Believe<br />THE LUVS® BRAND<br />Luvs® Ultra Leakguards have an ultra-absorbent core, stretch sides, and leak barrier leg gathers.<br />
  12. 12. Brand Positioning Statement<br />THE LUVS® BRAND<br />From newborn babies to toddlers, Luvs® Ultra Leakguards help lock away wetness and stop leaks, day and night. That’s because Luvs® Ultra Leakguards have an ultra absorbent core, stretch sides, and leak barrier leg gathers.<br />
  13. 13. Current Product Offerings<br />THE LUVS® BRAND<br />BABY WIPES<br />DIAPERS<br />
  14. 14. Luvs® U.S. Market Share<br />THE LUVS® BRAND<br />See<br />Notes<br />Artificial<br />Values<br />
  15. 15. Revenue<br />THE LUVS® BRAND<br /> “Luvs has seen double-digit growth in North America.”<br />(2010 Annual Report, p. 43)<br />
  16. 16. Current Advertising<br />THE LUVS® BRAND<br />“Luvs® holds more and lasts longer.”<br />Print Ads<br />Commercials<br />Other<br />Co-op Advertising<br />Mobile App<br />Website<br />Facebook<br />
  17. 17. Distribution<br />THE LUVS® BRAND<br />
  18. 18. The Canadian Market<br />
  19. 19. Market Research Topics:<br />THE CANADIAN MARKET<br />See<br />Notes<br />Artificial<br />Values<br />
  20. 20. Retail sales<br />THE CANADIAN MARKET<br />Canadian Retail Sales of Disposable Diapers<br />(in million $)<br />PROJECTION<br />See<br />Notes<br />Artificial<br />Values<br />
  21. 21. Market for Disposable diapers<br />THE CANADIAN MARKET<br />As a Percent of Target Demographic<br />PROJECTION<br />See<br />Notes<br />Artificial<br />Values<br />
  22. 22. Birth Rate<br />THE CANADIAN MARKET<br />PROJECTION<br />Average annual growth rate = 2.4%<br />
  23. 23. household income<br />THE CANADIAN MARKET<br />PROJECTION<br />Average annual income change = 2.39%<br />
  24. 24. Preference for brand nameover private label<br />THE CANADIAN MARKET<br />Brand Name<br />Private Label<br />See<br />Notes<br />Artificial<br />Values<br />
  25. 25. Canada: The People<br />Cultural Values<br />What cultural values do they hold that would be relevant in making brand decisions?<br />What religious influences are there?<br />Entertainment<br />What do they do for fun?<br />What forms of entertainment do they like?<br />Which televisions shows do they watch?<br />What type of movies do they like to see?<br />Which celebrities or personalities do they like/relate to the most?<br />Household<br />What is their household size?<br />What is their source of income?<br />What is their education level?<br />Where do they live (urban, suburban, rural)?<br />What types of homes do they live in?<br />Buying Habits<br />Where do they shop?<br />What do they buy?<br />How do they pay for it?<br />How much do they spend at a time?<br />THE CANADIAN MARKET<br />
  26. 26. Criteria for Market Entry<br />THE CANADIAN MARKET<br />See<br />Notes<br />Artificial<br />Values<br />
  27. 27. Competitive landscape<br />
  28. 28. Competitor set (ALL)<br />Market Share Leaders<br />COMPETITIVE LANDSCAPE<br />Private Label Brands<br />Eco-Friendly Brands<br />Other Brands<br />
  29. 29. 10<br />LEAKAGE PROTECTION<br />COMPETITIVE LANDSCAPE<br />Protection vs. price (ALL Brands)<br />AVG. PRICE PER DIAPER<br />(0 = no protection, 10 = perfect protection)<br />See<br />Notes<br />Artificial<br />Values<br />4<br />(Per-diaper cost of a large pack of size 2 diapers)<br />$0.10<br />$0.60<br />
  30. 30. 10<br />LEAKAGE PROTECTION<br />COMPETITIVE LANDSCAPE<br />Protection vs. price (In-Store)<br />AVG. PRICE PER DIAPER<br />(0 = no protection, 10 = perfect protection)<br />Private<br />Label<br />(Premium)<br />Private<br />Label<br />(Value)<br />See<br />Notes<br />Artificial<br />Values<br />4<br />(Per-diaper cost of a large pack of size 2 diapers)<br />$0.10<br />$0.60<br />
  31. 31. Competitor Set (in-store)<br />COMPETITIVE LANDSCAPE<br />Private<br />Label<br />(Premium)<br />Private<br />Label<br />(Value)<br />
  32. 32. margins<br />COMPETITIVE LANDSCAPE<br />Club Stores<br />Mass<br />Merchandisers<br />Grocery Stores<br />Chain<br />Drugstores<br />Convenience<br />Stores<br />Private<br />Label<br />(Premium)<br />Margin as a Percent of Price to Retailers<br />Private<br />Label<br />(Value)<br />See<br />Notes<br />Artificial<br />Values<br />
  33. 33. Advertising mediums<br />COMPETITIVE LANDSCAPE<br />
  34. 34. Competitor Brand Positions<br />COMPETITIVE LANDSCAPE<br />Snug & Dry <br />Baby Dry<br />Private<br />Label<br />(Premium)<br />Private<br />Label<br />(Value)<br />
  35. 35. Competitor Market Shares<br />COMPETITIVE LANDSCAPE<br />See<br />Notes<br />Artificial<br />Values<br />
  36. 36. Barriers to entry<br />Possible barriers to entry could include:<br />Strong loyalty to other brands will make it difficult for people to try the new diaper<br />Insufficient demand from the target market<br />Insufficient marketing/advertising funds may make it difficult to penetrate the market as far and as deeply as desired<br />COMPETITIVE LANDSCAPE<br />
  37. 37. The Recommendation<br />
  38. 38. The Objective Revisited<br />THE RECOMMENDATION<br />To assess the landscape for and viability of a successful launch of the Luvs® brand into the Canadian market.<br />“Just One More”<br />The Luvs® Direction:<br />Just One More Country<br />By launching into Canada, the Luvs® brand will <br />be able to support the company’s strategy and goal.<br />
  39. 39. Launch or not?<br />THE RECOMMENDATION<br />No. Do not launch at this time.<br />The cost to successfully penetrate the Canadian market is too high to provide a reasonable return on investment.<br />My recommendation is to wait for conditions to become more favorable.<br />However, had conditions been different… (next slide)<br />
  40. 40. Brand Launch<br />(If conditions had been more favorable to a successful launch, here are a few of the ideas I had.)<br />
  41. 41. Geographic Locations<br />THE LAUNCH<br />
  42. 42. Launch: Phase 1<br />THE LAUNCH<br />Population Map of Canada<br />Quebec, Hamilton, London, Kitchener, Windsor, St. Catherines-Niagara, Oshawa<br />11%<br />Target Metropolitan Areas<br />Data obtained from the 2006 Canadian Census and Encyclopedia Britannica (ed. 2002)<br />
  43. 43. Launch: Phase 2<br />THE LAUNCH<br />Population Map of Canada<br />Target Metropolitan Areas<br />Data obtained from the 2006 Canadian Census and Encyclopedia Britannica (ed. 2002)<br />
  44. 44. Launch: Phase 3<br />THE LAUNCH<br />Population Map of Canada<br />Target Metropolitan Areas<br />Data obtained from the 2006 Canadian Census and Encyclopedia Britannica (ed. 2002)<br />
  45. 45. Product Line-UP<br />THE LAUNCH<br />
  46. 46. Product Line-up<br />THE LAUNCH<br />
  47. 47. Marketing<br />THE LAUNCH<br />
  48. 48. Pricing (Cost per Diaper)<br />THE LAUNCH<br />Private<br />Label<br />(Premium)<br />Suggested Prices<br />Private<br />Label<br />(Value)<br />See<br />Notes<br />Artificial<br />Values<br />
  49. 49. Hospital Partnership<br />THE LAUNCH<br />Partner with Hospital networks<br />Distribute newborn baby kits free to moms<br />Kit includes things such as a starter pack of newborn diapers, wipes, board book, coupons, etc.<br />Include offer for one free pack of diapers after they register on the new Luvs® Canada website<br />Extend further promotional offers via email at pre-determined intervals matching the baby’s development.<br />
  50. 50. Other Promotional IDEAS<br />Find an event to sponsor that takes place nationally that corresponds with the brand.<br />Provide educational and training programs for mothers.<br />Partnerships with local/regional maternity organizations.<br />THE LAUNCH<br />
  51. 51. Distribution<br />THE LAUNCH<br />
  52. 52. Creative direction<br />THE LAUNCH<br />Use the brand position as the guiding force behind all advertisements.<br />Furthermore, create commercials and ads that evoke an emotional attachment to the brand<br />Talent and Resources of:<br />
  53. 53. Positioning Statement Revisited<br />THE LAUNCH<br />From newborn babies to toddlers, Luvs® Ultra Leakguards help lock away wetness and stop leaks, day and night. That’s because Luvs® Ultra Leakguards have an ultra absorbent core, stretch sides, and leak barrier leg gathers.<br />
  54. 54. Marketing spend<br />THE LAUNCH<br />Pandora<br />Luvs App<br />Videos<br />Bloom<br />
  55. 55. Expected results<br />
  56. 56. Long-Term Growth in Canada<br />EXPECTED RESULTS<br />…<br />…<br />See<br />Notes<br />Artificial<br />Values<br />
  57. 57. The End<br />Aaron Fisher<br />MBA, David Eccles School of Business<br />aaronfisher@gmail.com<br />

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