PROCTOR & GAMBLEPRODUCT LAUNCH OF H80                           ALEXANDRA GLAZER                              ZACHARY GOLD...
BRAND POSITIONING        “Only the best to help you with the worst part of        cooking”                                ...
OBJECTIVES•    Expected Market Share Objectives       7% Market Share       $4.2 Million Cases Sold       $71.4 Million...
BUDGET  Promotion $37,000,000  Advertising $18,000,000
P&G PROMOTIONAL CALENDAR                                                                      LDL BRANDMONTH             I...
JANUARY               Trade Allowances                        Sampling                 (Distribution)                     ...
FEBRUARY                   Trade Allowances                    Coupon                     (Distribution)                  ...
MARCH                   Trade Allowances                    Coupon                     (Distribution)                    (...
APRIL           No        Promotion         Chosen
MAY                             In Pack Premium                                  (Trial)                         • Promoti...
JUNE          No       Promotion        Chosen
JULY                       Trade                       Coupon                    Allowances                               ...
AUGUST             Pre-Priced Pack                    Self Liquidator                (Repeat)                      Premium...
SEPTEMBER                           Price Pack                           ( Repeat)                  •   High Value        ...
OCTOBER             No          Promotion           Chosen
NOVEMBER                     Premium                     (Repeat)          • Free in-mail for multi-proofs          • Holi...
DECEMBER                    Bonus Pack                       (??)        • 8 oz. size        • Reinforcing brand benefit  ...
TOTAL PROMOTIONAL BUDGET           $35,860,225
MEDIA, 1983                • Television                • Radio                         • Magazine AdsTV Commercial        ...
TELEVISION    Television Campaign #1                Advertising (Awareness)• Mid February- April                • Televisi...
TELEVISION    Television Campaign #2              Advertising (Awareness)October - December                  • Less time i...
RADIO               Radio Ads    • Mid February to December    • 15 radio stations    • $200 per 20 second clip    • $7,50...
MAGAZINES                 Magazine Ads     • Mid February to December     • $16,000 per one page ad     • Once a week, dur...
TOTAL ADVERTISING BUDGET            Months          Advertising            CostFebruary – April        Television Campaign...
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Brand Management: P&G Product Launch Case

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Brand Management: P&G Product Launch Case

  1. 1. PROCTOR & GAMBLEPRODUCT LAUNCH OF H80 ALEXANDRA GLAZER ZACHARY GOLDEN FERNANDO SADDI YA S H O M AT I S A H U W A L A
  2. 2. BRAND POSITIONING “Only the best to help you with the worst part of cooking” Target Audience: Women, Housewives Actively H80 Communicate: Distinct Easy to use, Advantage: Gets dirtiest heavy dishes clean scrubbing quick
  3. 3. OBJECTIVES• Expected Market Share Objectives  7% Market Share  $4.2 Million Cases Sold  $71.4 Million estimated sales• Trial Goal  Trial Goal Percentage: 25%  80,000,000 households  Trial goal- 20,000,000 households• Awareness  65% consumer awareness 3 months after introduction• Distribution  70% distribution in stores  90%:48 oz, 85%:32 oz, 90%:22 oz, 75%:12 oz Market Share = Trial *Repeat * Awareness * Distribution
  4. 4. BUDGET Promotion $37,000,000 Advertising $18,000,000
  5. 5. P&G PROMOTIONAL CALENDAR LDL BRANDMONTH IVORY DAWN JOY H-80Jan Trade Allowance & Coupon Trade Allowance & Coupon Price Pack Trade Allowance & SampleFeb Price Pack Trade Allowance & Coupon Trade Allowance & CouponMar Price Pack Trade Allowance & CouponApr Price PackMay Price Pack Trade Allowance & Coupon In-Pack PremiumJun Pre-Price Pack Jul Price Pack Trade Allowance & Coupon Trade Allowance & CouponAug Pre-Price Pack & Self-Liquidating PremiumSep Trade Allowance & Coupon Price Pack Price PackOct Price PackNov Price Pack Trade Allowance & Coupon Free In-Mail PremiumDec Trade Allowance & Coupon Bonus Pack
  6. 6. JANUARY Trade Allowances Sampling (Distribution) (Trial) • Stimulate stocking • Most effective trial • Cost 2.70/Case producer • Largest sampling size usedCost (Trade Allowance+ Sampling = Total Cost)$283,500 + $18,000,000 = $18,283,500Trial Goal: 25.5%
  7. 7. FEBRUARY Trade Allowances Coupon (Distribution) (Trial) • High impact • Stimulate stocking • High redemption rate • Cost 2.70/Case • Used after sampling to create high trialCost: Trade Allowance + Big Coupon = Total Cost$283,500 + 6,303,805 = $6,587,305Trial Goal: 3.9%
  8. 8. MARCH Trade Allowances Coupon (Distribution) (Trial) • High impact • Stimulate stocking • High redemption rate • Cost 2.70/Case • Used after sampling to create high trialCost (Trade Allowances + Small Coupon = Total Cost )$756,000 + $1,584,960 = $2,340,960Trial Goal: 1.2%
  9. 9. APRIL No Promotion Chosen
  10. 10. MAY In Pack Premium (Trial) • Promotion • Impulse purchases • Free with one 22 oz.Cost (In Pack Premium)=$950,000
  11. 11. JUNE No Promotion Chosen
  12. 12. JULY Trade Coupon Allowances (Trial) (Distribution) • High impact • Offered with coupon to • High provide redemption rate incentive • Used after sampling to create high trialCost (Trade Allowance + Coupon =Total Cost)$1,134,000+$1,584,960= $2,718,960
  13. 13. AUGUST Pre-Priced Pack Self Liquidator (Repeat) Premium (Repeat) • High Value • Gain brand • Low Risk & Cost loyalty • Highest rated • Incentive to consumer ratings continue buyingCost: (Pre-Priced Pack + Self Liquidator Premium= Total Cost)$350,000+$200,000= $550,000
  14. 14. SEPTEMBER Price Pack ( Repeat) • High Value • Retaining users • Repeat purchases • Impulse purchasesCost = $280,000
  15. 15. OCTOBER No Promotion Chosen
  16. 16. NOVEMBER Premium (Repeat) • Free in-mail for multi-proofs • Holiday season • Impulse PurchasesCost:= $2,200,000
  17. 17. DECEMBER Bonus Pack (??) • 8 oz. size • Reinforcing brand benefit • Holiday season • Offering a gift to customers • Heaving cooking • Spending time with love onesCost: =$2,989,000
  18. 18. TOTAL PROMOTIONAL BUDGET $35,860,225
  19. 19. MEDIA, 1983 • Television • Radio • Magazine AdsTV Commercial Radio Magazine Commercials • ~$200/20 • $20,000/one • ~$80,000/ 30 seconds of air page ad in seconds of time popular primetime TV magazine • ~$60,000/per 30 seconds of less popular TV
  20. 20. TELEVISION Television Campaign #1 Advertising (Awareness)• Mid February- April • Television Campaign #1 • $80,000 per 30 second ad • Portraying Functional and Self- • 7 days a week, during 15 weeks Expressive benefits (3.5 months) • To be featured during daytime soap • Total: 105 advertisements for operas to target housewives/mothers $8,400,000 • Featured on daytime soap operas
  21. 21. TELEVISION Television Campaign #2 Advertising (Awareness)October - December • Less time in kitchen to spend • $60,000 per 30 second ad more time with family, connection • 5 days a week, during 13 weeks to holiday season (3 months) • Total: 65 advertisements for $4,225,000 • Featured on nighttime family sitcoms
  22. 22. RADIO Radio Ads • Mid February to December • 15 radio stations • $200 per 20 second clip • $7,500/day (all stations), 37.5 ads/day (all stations) • 1,125 ads (all stations)/ month for 6 months • Total: 6,750 ads for $1,350,000
  23. 23. MAGAZINES Magazine Ads • Mid February to December • $16,000 per one page ad • Once a week, during 46 weeks (10.5 months) • Total: 46 advertisements for $2,944,000 • To be featured in these eight magazines: Good Housekeeping, House and Garden, Family Circle, Woman’s Day, Ladies’ Home Journal, Better Homes & Gardens, McCall’s, Redbook
  24. 24. TOTAL ADVERTISING BUDGET Months Advertising CostFebruary – April Television Campaign 1 $ 8,400,000October – December Television Campaign 2 $4,225,000February – July Radio $1,350,000February - December Magazines $2,944,000 $16,919,000.00

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