My teammates and I created a hypothetical advertisement plan for a newly released liquid duty detergent by Proctor & Gamble for the year 1983.

1. Brand Management | P&G Exercise
H-80 Brand Product Launch
VERONICA CANGAS
MELISA CARRASCO
ALBERTO KAFATI
KAHAAN KHAITAN

2. Suggested Name for H-80
As a team we chose the name Crystal for the new H-80 product that will be joining the light duty liquid
detergent family at P&G. We chose the name crystal because the “scrubbers” in the H-80 formula look like
crystals. From this moment on the term “crystal” will replace the term “H-80”.

3. January 1983
Promotion Calendar
Trade Allowance
We have chosen to follow Sales recommendation and start by doing a Trade Allowance on all sizes –
48oz., 32oz., 22oz. and 12oz – to establish good relationships with retailers and obtain shelf-space. We
have chosen $2.70 because of the success that the Sunlight brand had during their introductory promotion
plan (pg. 7).
Advertisement
We have decided not to do any other events on this month because P&G’s policy does not allow
advertising a brand before it has achieved 70% distribution. We expect to achieve this after 6 weeks of the
brand’s introduction. Moreover, the other three LDL brands under P&G are already doing advertising during
this month and we want to minimize cannibalization.
Finance
January
Event
$2.70 Trade Allowance
Description
$2.70 Trade Allowance for the first three
months
Trial #
Cost
Trade Allowance: ($2.70 * 105,000) = $283,500
Total Cost: $283,500
Advertising $0.00

4. February 1983
Promotional Calendar
Trade Allowance
We continue to do a Trade Allowance of $2.70 on all four sizes as recommended by Sales
Sampling
We would start sending out samples on the third week of February assuming that we have already reached
70% distribution. We have chosen 6 oz. because research shows that 0.6 fluid ounces of product is used
per sinkful of dishes and washed an average of 12 sinksful each week (pg. 2). We believe that with a 6 oz.
sample the customer will be able to really try the product for the first time. This 6oz. sample is assumed to
reach 40% of the 80 million households, totaling for 32 million. However, only 85% of those will actually try
the product and thus we will reach 27.2 million households.
Advertisement
Television Commercials
Shows Activity Cost
Magnum P.I., Family Ties
and The Cosby Show
3 thirty second slots in
each show for the entire
month.
Rate-($5000 per 30 sec)
3 x 30 x 5000=
$450,000
Celebrity One-time
Payment
Dolly Parton $300,000
Weekend Shows 2 thirty second slots for
shows telecasted on
Saturday and Sunday
Rate-(35000)
2 x 8 x 40000=
$640,000
Total Cost $1,390,000
*Celebrity Endorser: Dolly Parton American singer-songwriter, author, multi-instrumentalist, actress and philanthropist.
Radio Advertisement
Radio Stations Activity Cost
Selected 10 nationwide
radio stations
Plan on advertising 500
times a month
Rate- $150 per 30 second
advertisement
500 x 1 month x 150=
$75,000
$75,000 x 10(Radio
Stations)
Total Cost $750,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
February 1983 continued
Finance
February
Event
$2.7 Trade Allowance
6 oz. Sampling covering 40%

5. Description
Second month of Trade Allowance
6 oz. Sampling covering 40% = 32,000,000
households
Trial # 27,200,000 households
Cost
Trade Allowance: ($2.70 * 105,000) = $283,500
Sampling: $24,000,000
Total Cost: $24,283,500
Advertising $2,390,000.00

6. March 1983
Promotional Calendar
Trade Allowance
We continue to do a Trade Allowance of $2.70 on all four sizes as recommended by Sales
Couponing
We have chosen to do couponing in order keep stimulating trial just as the sister brands – Ivory, Joy and
Dawn – did during their introductions. The coupon face value will be 20 cents off the 48oz. Crystal because
it has proven to be successful in the past promotional campaigns for the other LDL brands. We will be
distributing 39.5 million coupons through mail because this distribution method has the highest redemption
rate, 11.6% (Exhibit 12 in the case). They will be sent to selected members of the target audience for
Crystal alone (single brand) because high impact and redemption rates are important for this new brand,
especially because we “assume that ½ of reach is incremental trial” for this second event (pg. 8). Taking
into consideration that “a new P&G LDL brand will redeem 50% higher due to strong advertising, product
news, and high penetration” (Exhibit 12 in the case), 4.1 million households will be reached.
Advertisement
Television Commercial
Shows Activity Total Cost
Magnum P.I., Family Ties and The
Cosby Show
3 thirty second slots in each show for
the entire month.
Rate- (5000 per 30 sec)
3 x 30 x 5000=
$450,000
News Channels: CNN and Fox News 5 thirty second slots every day, 7
days a week
Rate- 3000 per 30 sec
5 x 30 x 3000 = $450,000
Weekend Shows 2 thirty second slots for shows
telecasted on Saturday and Sunday
Rate-(35000)
2 x 8 x 40000=
$640,000
Total Cost $1,540,000
Radio Advertisement
Radio Stations Activity Cost
Selected 10 nationwide
radio stations
Plan on advertising 500
times a month
Rate- $150 per 30 second
advertisement
500 x 1 month x 150=
$75,000
$75,000 x 10(Radio
Stations)
Total Cost $750,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
March 1983 continued
Finance
March
Event
$2.7 Trade Allowance
Couponing

7. Description
Third month of Trade Allowance
Trial-oriented single brand mail couponing
with 20 cents off the 48 oz. Crystal
Trial # 4,124 households
Cost
Trade Allowance: ($2.70 * 280,000) =
$756,000
Couponing: $5,650,870
Total Cost: $6,406,870
Advertising $2,540,000.00

8. April 1983
Promotion Calendar
March’s Couponing
Since the regular customer does not typically redeem coupons immediately, we assume that customers
with coupons from March will redeem them during April and help remove cases from shelves this month.
Sweepstake
Due to P&G scheduling to run a group promotion four months following Crystal’s introduction (pg. 11), we
have decided to do a Sweepstake with the Joy brand because their proposed Promotion Calendar shows
that they will advertise in this month with a 20 cents coupon (Exhibit 5 in the case). Crystal will benefit from
this because research indicates smaller brands achieve good results behind group promotions due to high
distribution and display. The effectiveness of this event is demonstrated by a 2% response rate which
accounts for 1.6 million households. The Sweepstake’s prices would go as follow:
1st Place: 7 day cruise in the Caribbean for 4 people (Cost: $30,000)
2nd Place: Have your kitchen remodeled by Home Depot experts, which was founded in 1978 (Cost
$15,000)
3rd Place: Shopping spree at Williams-Sonoma, which was founded in 1956 ($5,000)
Advertisement
Radio Advertisement
Radio Stations Activity Cost
Selected 10 nationwide radio
stations
Plan on advertising 300 times a
month
Rate- $ 150 per 30 second
advertisement
300 x 150 x 1 month=
$45,000
$45,000 x 10 Radio stations
Total Cost $450,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Corporate Social Responsibility
Colombian Relief Program
In March 31st 1983, an earthquake struck Colombia resulting in the death of about 5,000 people.
Customers will be encourage to send receipts of their Crystal purchases to P&G and the company
match what they paid for the product and it will be donate it to Colombia.
We will match each donation up to $1.5 million dollars.

9. April 1983 continued
Finance
April
Event
Sweepstake with Joy
Description
1st Place: 7-day cruise in the Caribean for 4
people
2nd Place: Have your kitchen remodeled by
Home Depot experts
3rd Place: Shopping spree at Williams-Sonoma
Trial # 1,600,000 Households
Cost
Sweepstake: $50,000
Total Cost: $50,000
Advertising $700,000
Misc. Cost $1,500,000.00

10. May 1983
Promotion Calendar
We have decided not to do any promotional events because according to the Dawn’s and Ivory’s 1983
Proposed Promotion Calendar, they will be running their own promotions during this month and we want to
reduce cannibalization.
Advertisement
Television Commercials
Shows Activity Total Cost
Magnum P.I., Family Ties and The
Cosby Show
3 thirty second slots in each show for
the entire month.
Rate- (5000 per 30 sec)
3 x 30 x 5000=
$450,000
News Channels: CNN and Fox News 5 thirty second slots every day, 7
days a week
Rate- 3000 per 30 sec
5 x 30 x 3000 = $450,000
Weekend Shows 2 thirty second slots for shows
telecasted on Saturday and Sunday
Rate-(35000)
2 x 8 x 40000=
$640,000
Total Cost $1,540,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Finance
May
Total Cost: $0
Advertising $1,790,000.00

11. June 1983
Promotion Calendar
Price Packs
We will be running our first special packs promotion, Price Pack, during this month because Sales
recommended that this type of promotion should not be used until de second half of year 1. We have
chosen Price Pack specifically because they are generally regarded as an effective promotion vehicle to
retain current users and encourage repeat purchasing. Thus, we are assuming that by this month our trial
promotions have been effective and Crystal has generated a customer base. Moreover, special displays of
price packs stimulate impulse purchases which can help Crystal further increase trial and gain new
customers. The Price Pack will offer 90 cents off the 32 oz. bottle of Crystal. This event will reach 29% of
total households (Table G in the case) which accounts for 23.2 million.
Advertisement
Radio Advertisement
Radio Stations Activity Cost
Selected 10 nationwide radio
stations
Plan on advertising 300 times a
month
Rate- $ 150 per 30 second
advertisement
300 x 150 x 1 month=
$45,000
$45,000 x 10 Radio stations
Total Cost $450,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Finance
June
Event Price packs for 32oz. Crystal
Description Price pack $.90 off
Trial # (29% * 80,000,000) = 23,200,000 Households
Cost
Price pack: (420,000
*0.90)+0.5cents*420,000 stack cases =
$588,000
Total Cost: $588,000
Advertising $700,000
July 1983
Promotion Calendar
We have decided not to do any promotional events because according to the Dawn’s and Ivory’s 1983
Proposed Promotion Calendar, they will be running their own promotions during this month and we want to
reduce cannibalization.

12. Advertisement
Television Commercials
Shows Activity Total Cost
Magnum P.I., Family Ties and The
Cosby Show
3 thirty second slots in each show for
the entire month.
Rate- (5000 per 30 sec)
3 x 30 x 5000=
$450,000
News Channels: CNN and Fox News 5 thirty second slots every day, 7
days a week
Rate- 3000 per 30 sec
5 x 30 x 3000 = $450,000
Weekend Shows 2 thirty second slots for shows
telecasted on Saturday and Sunday
Rate-(35000)
2 x 8 x 40000=
$640,000
Total Cost $1,540,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Finance
July
Event None
Total Cost: $0
Advertising $1,790,000

13. August 1983
Promotion Calendar
In-Pack Premium
We have chosen to do another trial-oriented promotion during this month because Crystal is still a new
product and we assume that there are still potential customers who have not tried the brand yet. The
premium promotion we selected is In-Pack Premium because it makes a strong impact on the shelves,
generates good trial, and stimulates impulse purchases which will appeal to returning customers as well.
The customer will receive a free pair of sponges when they buy a 22 oz. bottle of Crystal. We have chosen
the 22 oz. bottle in order to fulfill the requirement of promoting each size of Crystal in the first year (pg. 6).
We assume that 29% of the 80 million households will be reached with this event (Table G) which accounts
for a total of 29.6 million households.
Free-In-Mail Premium
We chose to do this Free-in-mail multi-proof because it encourages repeat purchases and allows product
reinforcement. We assume Crystal has gain a customer base throughout the year and we want to increase
repeat. The customer will have to mail us proof of 4 purchases of any size Crystal product in order to
receive a free 12 oz. bottle of Crystal. This event completes the requirement of advertising all sizes of the
brand. Furthermore, since response rates are generally modest, we will assume 4% which accounts for 3.2
million households.
Advertisement
Radio Advertisement
Radio Stations Activity Cost
Selected 10 nationwide radio
stations
Plan on advertising 300 times a
month
Rate- $ 150 per 30 second
advertisement
300 x 150 x 1 month=
$45,000
$45,000 x 10 Radio stations
Total Cost $450,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Slip N’ Slide Outdoor Obstacle Contest
The event would take place in August given that it is one of the hottest months in the year and
children are on summer break. We will launch Slip N’ Slide contests on 5 strategic locations where
large part of our target market resides.
Families tend to spend more time together during these dates and we would provide them with an
exciting and fun day that they will be able to enjoy with the whole family.
August 1983 continued
We are assuming that a lot of families will be participating in this event and the teams would be
divided into those families. This contest will consist of an obstacle course containing many
challenges for these families to enjoy. The whole obstacle course will be mounted on top of a

14. plastic sheet that will be covered with soap and water creating more challenges for the competitors.
Examples of obstacles are: tug-of-war, mazes, etc.
We will also be providing the families with food and beverages, as well.
We estimate to spend about $2.5 million for this event.
Finance
August
Event
In-Pack Premium with 22 oz. Crystal
Free-in-mail Premium for 12oz. Crystal
Description
The customer will receive a free pair of sponges
with the purchase of a 22 oz. Crystal
The customer will have to mail us a proof of 4
purchases of any size Crystal product and will
receive a free a 12 oz. bottle
Trial #
In-Pack: (37% * 80,000,000) = 29,600,000
households
Free-in-mail: (4% * 80,000,000) = 3,200,000
households
Cost
On-Pack Premium: $950,000
Free-in-mail: $2,200,000
Total Cost: $3,150,000
Advertising $700,000
Misc. Cost $2,500,000.00

15. September 1983
Promotion Calendar
We have decided not to do any promotional events because according to the Dawn’s and Ivory’s 1983
Proposed Promotion Calendar, they will be running their own promotions during this month and we want to
reduce cannibalization.
Advertisement
Television Commercials
Shows Activity Total Cost
Magnum P.I., Family Ties and The
Cosby Show
3 thirty second slots in each show for
the entire month.
Rate- (5000 per 30 sec)
3 x 30 x 5000=
$450,000
News Channels: CNN and Fox News 5 thirty second slots every day, 7
days a week
Rate- 3000 per 30 sec
5 x 30 x 3000 = $450,000
Weekend Shows 2 thirty second slots for shows
telecasted on Saturday and Sunday
Rate-(35000)
2 x 8 x 40000=
$640,000
Total Cost $1,540,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Finance
September
Event None
Total Cost: $0
Advertising $1,790,000

16. October 1983
Promotion Calendar
Trade Allowance
We have decided to do another Trade Allowance for $2.30 in order to maintain and reinforce good
relationship with retailers. We chose a lower price than the first Trade Allowance events because the
relations have already been established and we just want to strengthen them. However, it is still higher than
Sales recommended minimum of $1.80 (pg. 9).
Magazine Couponing
According to the sister brands’ Promotion Calendars, it is effective to have a trade allowance supported by
a couponing event towards the final months of the year.Moreover, magazine coupons have low costs and
are targeted at specific consumer groups. This will help attract new customers that have not yet tried the
product and stimulate repeat. Thus, we have decided to follow this strategy and support our Trade
Allowance with a Magazine Couponing event offering 20 cents off any size. We will be distributing 39.5
million coupons in magazines which will reach 924,000 households.
Advertisement
Radio Advertisement
Radio Stations Activity Cost
Selected 10 nationwide radio
stations
Plan on advertising 300 times a
month
Rate- $ 150 per 30 second
advertisement
300 x 150 x 1 month=
$45,000
$45,000 x 10 Radio stations
Total Cost $450,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Finance
October
Event
$2.30 Trade Allowance
Magazine Couponing
Description Another trade allowance to continue to have a good
relationship
Magazine coupons 20 cents off any size
Trial # 924,000 households
Cost
Trade Allowance: ($2.3 *455,000) = $1,046,500
Magazine Couponing: $517,845
Total Cost: $1,564,345
Advertising $700,000
November 1983
Promotion Calendar
We have decided not to do any promotional events because according to the Joy’s and Ivory’s
1983 Proposed Promotion Calendar, they will be running their own promotions during this month
and we want to reduce cannibalization

17. We assume coupons from October will continue to be redeemed in November
Advertisement
Television Commercials
Shows Activity Total Cost
Magnum P.I., Family Ties and The
Cosby Show
3 thirty second slots in each show for
the entire month.
Rate- (5000 per 30 sec)
3 x 30 x 5000=
$450,000
News Channels- CNN and Fox News 5 thirty second slots every day, 7
days a week
Rate- 3000 per 30 sec
5 x 30 x 3000 = $450,000
ABC Sunday Movie 5 thirty second slots for each movie
Rate (10000 per 30 sec)
5 x 4 x 10000=$200,000
Weekend Shows 2 thirty second slots for shows
telecasted on Saturday and Sunday
Rate-(35000)
2 x 8 x 40000=
$640,000
Total Cost $1,740,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Turkey give-away
With the holidays coming up, such as Thanksgiving and Christmas, many families gather up in their
homes and prepare meals for the whole family instead of going out to restaurants, which result in a
lot of dirty dishes needed to be washed.
On this month we will offer customers, who purchase at least two Crystal products in any size, a
FREE turkey for them to enjoy during Thanksgiving with their relatives and family.
$1 million would be allocated to this event.
Finance
November
Event None
Total Cost:
Advertising $1,990,000
Misc. Cost $1,000,000.00
December 1983
Promotion Calendar
We have decided not to do any promotion events in this month assuming that next month (January
of Year 1984) will begin a new promotional calendar.
We assume coupons from October will continued to be redeemed in December
Advertisement
Television Commercials
Shows Activity Total Cost
Magnum P.I., Family Ties and The
Cosby Show
3 thirty second slots in each show for
the entire month.
3 x 30 x 5000=
$450,000

18. Rate- (5000 per 30 sec)
News Channels- CNN and Fox News 5 thirty second slots every day, 7
days a week
Rate- 3000 per 30 sec
5 x 30 x 3000 = $450,000
ABC Sunday Movie 5 thirty second slots for each movie
Rate (10000 per 30 sec)
5 x 4 x 10000=$200,000
Weekend Shows 2 thirty second slots for shows
telecasted on Saturday and Sunday
Rate-(35000)
2 x 8 x 40000=
$640,000
Total Cost $1,740,000
Magazine Advertisement
Magazines Activity Cost
Reader’s Digest, Women’s Day, People’s
Magazine, US weekly, Life Magazine
5 full page advertisements in 10
different magazines
5 x 10 x 5000= $250,000
Total Cost $250,000
Finance
December
Event None
Total Cost:
Advertising $1,990,000

19. Monthly Breakdown for Advertising Costs
Month TV Commercials Radio Magazines Total
January - - - -
February $1,390,000 $750,000 $250,000 $2,390,000
March $1,540,000 $750,000 $250,000 $2,540,000
April $450,000 $250,000 $700,000
May $1,540,000 $250,000 $1,790,000
June $450,000 $250,000 $700,000
July $1,540,000 $250,000 $1,790,000
August $450,000 $250,000 $700,000
September $1,540,000 $250,000 $1,790,000
October $450,000 $250,000 $700,000
November 1,740,000 $250,000 $1,990,000
December 1,740,000 $250,000 $1,990,000
Total Cost $11,030,000 $3,300,000 $2,750,000 $17,080,000
Budget at a Glance
Promotional
Calendar
Advertising
Calendar
Miscellaneous
Costs
Total
Budget $37,000,000 $18,000,000 $5,000,000
Budget
Used $36,326,215 $17,080,000.00 $5,000,000
Unused
Budget $673,785 $920,000.00 $0

20. Works Cited
http://www.referenceforbusiness.com/history2/64/American-Home-Products.html#ixzz1rr53EBhT
http://www.museum.tv/eotvsection.php?entrycode=advertising
http://www.referenceforbusiness.com/history2/64/American-Home-Products.html
http://www.cci.utk.edu/~bates/papers/ica83-dtar.pdf
P&G case
Brand Management Class PowerPoints