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Church & Dwight Pitch Brief

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After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business.

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Church & Dwight Pitch Brief

  1. 1. NEW BUSINESS PITCH BRIEF CHURCH & DWIGHT MEDIA PROJECT WORK
  2. 2. OVERVIEW After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business. The baking soda, personal care and household cleaning products giant currently spends more than $200 million a year, according to people familiar with the current review. The company has been spending 12% to 13% of sales on advertising and plans to continue doing so said Jim Craigie, chairman-CEO, at an analyst conference earlier this year. More than 20% of the company's media budget is allocated to digital platforms, as the company reported at the Consumer Analysts Group of New York meeting in Boca Raton, Fla. Despite the company's digital investment, Craigie, who is set to retire in 2016, indicated at the conference that the digital return is still unclear. "I like digital," he said. "But it's still very unproven what you get in bang for the buck in the digital category."
  3. 3. BACKGROUND SUMMARY Church & Dwight Co., Inc., founded in 1846, is the leading U.S. producer of sodium bicarbonate, also known as baking soda, a natural product that cleans, deodorizes, leavens and buffers. The Company’s ARM & HAMMER brand is one of the nation’s most trusted trademarks for a broad range of consumer and specialty products developed from a bicarbonate base and related technologies. Church & Dwight’s consumer products business is organized into two segments: 1. Consumer Domestic, which encompasses both household and personal care products. 2. Consumer International, which primarily consists of personal care products. But, essentially, their 80 brands (including four mega brands that generate over 60% of revenues) can be broken down into two categories: Personal care Household For our purposes, we will look at two of the four mega brands to represent their categories: ARM & HAMMER for household cleaning products and Trojan for personal care. Church & Dwight Co.’s 4 Mega Brands • ARM & HAMMER • TROJAN • OXI CLEAN • VITAMINS, MINERALS & SUPPLEMENTS (VMS) In 2014 Church & Dwight reported worldwide net sales $3,298m, increased by 3.2%
  4. 4. market share ANALYSIS 21.7% 10% 6.3% 4.9% 4.3% 4% 2.9% 2.8% 2.6% 5.8% SALES SHARE OF THE LEADING 10 LIQUID LAUNDRY DETERGENT BRANDS OF THE UNITED STATES IN 2014 Tide Gain All ARM & HAMMER Tide Plus a Touch Purex Tide plus Febreze Tide Simply Clean ARM & HAMMER Xtra 0 5 10 15 20 25 of Downy and Fresh PLUS OXI CLEAN 75.7% 12.1% 10.5% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% CURCH & DWIGHT Ansell Reckitt Benckiser Global Protection Mayer Laboratories Private Label Mapa USA Majestic Drug Co. NV Healthcare Mozian & Associates 0 10 20 40 60 80 PERCENTAGE OF TOTAL MALE CONTRACEPTIVE SALES IN THE UNITED STATES IN 2014, BY LEADING VENDORS
  5. 5. MEDIA USAGE TV GENRE PREFERENCES # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Kids and Family Ch... Entertainment Ch... Music Channels Sports Channels Educational Chan... 12.63% 31.05% 3.49% 17.78% 10.14% 179.21 159.29 145.07 130.17 91.22 159.22 155.96 125.52 130.07 98.43 TRENDS 31.71% 7.66% -29.17% -0.40% 5.88% TROJAN # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Shopping Channels Music Channels Entertainment Ch... Spanish Channels Religion Channels 1.95% 5.28% 31.88% 0.75% 0.64% 197.61 175.35 170.74 165.66 159.96 156.67 148.85 163.92 130.05 125.48 TRENDS - 200.00% -1.80% - -20.00% OXICLEAN # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Shopping Channels Movies Channels Entertainment Ch... Music Channels Religion Channels 2.01% 1.45% 26.14% 3.68% 0.63% 198.09 171.33 162.7 161.85 158.82 157.16 137.36 156.13 137.1 124.66 TRENDS 100.00% -22.73% -5.69% -11.11% -40.00% ARM & HAMMER Each brand under Church & Dwight Co. has its own very different audience with their own individual sets of preferences for media consumption.
  6. 6. MEDIA USAGE WEBSITE GENRE PREFERENCES # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Music , Entertainm... Motor Movies Sport Video Channels 76.91% 9.51% 9.19% 24.73% 9.56% 97.55 113.59 101.18 70.07 76.4 127.47 112.75 104.16 93.73 88 TRENDS 0.19% -8.63% 1.48% -11.19% 1.63% TROJAN # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Food Kids Gossip Fashion Health 47.72% 9.34% 6.93% 15.38% 21.84% 179.7 168.16 170.5 158.14 151.72 175.21 148.96 147.87 147.17 146.72 TRENDS 4.86% 17.65% -12.50% -1.85% -26.53% OXICLEAN # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Food Beauty Health Travel Fashion 44.95% 11.00% 20.77% 26.53% 14.28% 184.41 177.12 165.82 157.03 163.29 177.53 156.48 155.55 152.53 149.84 TRENDS 5.86% 12.50% -8.38% -4.84% -8.20% ARM & HAMMER Drilling down further into an audience analysis of condom consumers, we see that the condom market is in more need of help than the household cleaning market. After all, people don’t stop using household cleaners two months into moving in a new home...
  7. 7. AUDIENCE ANALYSIS TARGET SEGMENT: 18-34 years old condom consumers in a relationship AFFINITY 3779817 22.84% REACH 1.17% 11.48% 35.36% 49.15% 166 NIGHTLIFE LOVERS TRAVELERS NETIZENS DESIGN LOVERS PET LOVERS HOME DECORATORS DIY’S ADS PRONCE ENTERTAINMENT JUNKIES FOOD LOVERS NERD PUBLIC FIGURES FOLLOWERS FASHION LOVERS GAMERS BEAUTY WELLNESS AWARE TECHIES SPORTS LOVERS # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Food Lovers BeautyWellnes... Motor Lovers Gamers Entertainment Jun... Music Lovers Sports Lovers Nerd Techies Fashion Lovers 43.33% 22.65% 14.78% 14.74% 49.15% 36.11% 33.31% 2.07% 11.53% 19.72% 166.4 161.21 161.57 158.25 134.2 131.78 128.78 159.67 123.93 108.3 165.02 153.47 149.05 146.81 145.29 139.53 136.5 131.75 121.47 116.62 The condom consumers between 18 and 34 years old in a relationship are mostly male, with no children, who are college educated and earn in the 40-70k (61%) and 70-100k (22%) income ranges. GENDER Male (66%) AGE 18-24 (78%) STATUS In a Relationship (100%) FAMILY Without Kids (94%) EDUCATION College (71%) INCOME $40K - $70K (61%)
  8. 8. MEDIA OPPORTUNITY INSIGHT Television advertising opportunities are already leveraged through a Trojan partnership with MTV, an excellent fit for the Trojan audience since music is a strong passion. But MTV doesn’t have the monopoly on music - most people listen to music online through music streaming services like Spotify, Pandora, iHeartRadio and Dat Piff, which specializes in hip hop. These sites offer opportunities to advertise to targeted audiences 24-hours a day. # NAME REACH POPULARITY RELEVANCE TV Radio Apps Websites Magazines Newspapers 1 2 3 4 5 6 59.70% 39.39% 72.63% 89.87% 36.56% 4.16% 104.52 71.17 59.52 56.61 45.91 11.67 128.28 100.26 101.23 102.65 82.45 37.89 TRENDS 3.54% -0.81% -13.16% 0.22% -6.19% -18.92% ToP ENTERTAINMENT WEBSITESTOP MEDIA # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 YouTube Best Vines ShutUpImTalking.com FML Suicide Girls Urban Dictionary Texts From Last Night Funny Or Die Sports-Funny Page Cracked.com 30.11% 11.43% 8.50% 8.13% 7.50% 5.59% 4.02% 3.78% 3.60% 3.19% 170.75 83.74 190.08 180.15 179.63 175.96 157.69 107.46 139.06 93.75 163.22 94.59 162.72 155.69 154.64 149.72 134.98 101.03 121.74 90.68
  9. 9. MEDIA OPPORTUNITY TOP TV CHANNELS # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 MTV Comedy Central Spike VH1 MTV2 BET Netflix HBO Ride Channel Ion Television 15.61% 8.80% 2.38% 2.88% 2.15% 3.48% 8.99% 2.21% 0.45% 0.31% 187.16 191.34 195.99 192.53 194.77 185.58 171.24 168.7 177.4 171.87 166.68 163.87 156.86 155.82 155.37 152.51 150.67 138.16 135.53 130.35 REACH RELEVANCE 1005009.06%6.80%4.53%2.27%<0.01% 150 200 Pandora Around the World iHeartRadio DatPiff NPR HotNewHipHop.com Spotify UKF Dubstep FratMusic.com SoundCloud TOP RADIO
  10. 10. BUSINESS OPPORTUNITY INSIGHT Action sports-related events are very popular with the target, and audio technology is a strong passion. ToP CONSUMER ELECTRONICS # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Skullcandy Beats by Dre Sony Monster Products Denon Powermat Technologies The House of Marley Turtle Beach Case-Mate GUNNAR Optiks 4.85% 6.32% 2.38% 0.92% 0.21% 0.14% 0.42% 0.84% 0.59% 0.55% 196.58 190.72 184.14 185.33 192.72 193.86 185.65 179.96 181.91 182 162.35 160.58 148.95 144.19 142.79 142.15 140.77 140.16 139.75 139.45 TOP EVENTS # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 X Games Dew Tour Barstool Blackout Tour NCAA Wrestling Rockstar Energy Drink Ma... Honda Stage Life In Color "World's Lar... CosmicWorld Spartan Race Electric Daisy Carnival 6.46% 1.56% 0.88% 1.61% 0.80% 0.81% 1.66% 0.74% 3.25% 1.15% 190.95 192.33 192.28 186.12 187.73 172.55 159.92 148.63 133.19 125.76 160.91 151.78 148.62 147.82 145.09 135.03 130.53 118.65 117.09 105.69
  11. 11. CREATIVE INSIGHTS INSIGHT Bizarre, offbeat Entertainment content is eye-catching for them. Hip celebrities can catalyze their attention. Unconventionally-themed challenges/contests could activate them. Top ENTERTAINMENT JUNKIES SUB SEGMENTS # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Entertainment Wat... Movie Lovers TvShow Lovers Gatherers Informat... Emotional Watchers 19.65% 44.78% 35.47% 1.44% 0.48% 193.85 162.61 108.1 12.84 3.21 173.62 162.94 123.52 31.64 19.69 REACH RELEVANCE 10059175.06%3.80%2.53%1.27%<0.01% 141 183 Silent Library X-Play Hip Hop Squares Wipeout Family Fued Top ENTERTAINMENT JUNKIES SUB SEGMENTS
  12. 12. CREATIVE INSIGHTS TOP MUSIC GENRES RELEVANCE 3172513 35.09% REACH 0.72% 16.65% 56.45% 81.19% 167 LATIN AMERICAN MUSIC ALTERNATIVE MUSIC CLASSICAL MUSIC RELIGIOUS MUSIC POP MUSIC DANCE & ELECTRONIC MUSIC CLASSIC ROCK & OLDIES METAL JAZZ & BLUES FOLK & TRADITIONAL MUSIC REGGAE & CARIBBEEAN URBAN & HIP-HOP COUNTRY MUSIC PUNK HARD ROCK & PROGRESSIVE # NAME REACH POPULARITY RELEVANCE Horror Films Animated Films Comedy Films Action & Adventur... Science Fiction & Fa... Drama Films Romance Films Documentary Films 1 2 3 4 5 6 7 8 30.22% 42.99% 74.88% 51.43% 38.29% 49.53% 23.71% 7.95% 167.61 150.06 131.11 110.14 105.52 76.67 66.67 48.74 161.17 154.02 149.42 129.88 122.79 107.04 90.97 67.9 TRENDS -80.00% 4.00% - -32.26% 34.78% -38.46% -40.00% -28.57% TOP MUSIC GENRES
  13. 13. If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help! http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts

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