NielsenIQ University Program Project Presentation (Team 2 Ivory Insights)

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Laundry & Fabric
Care Products
P&G Data Analytics Presentation
Procter & Gamble
Team 2 - Ivory Insights
April 12, 2022

2
Meet the Team
Katie Clark
Brigham Young
University
Junior
Tigris
Mendez
Austin
Community
College
Sophomore
Kathryn
Salguero
Rider University
Senior
Matthew
Murray
North Carolina
State University
Junior
Edric
Gaerlan
California State
University Long
Beach
Junior
Francine
Tran
California State
University Long
Beach
Sophomore

3
Agenda
BACKGROUND
01
SWOT/RISK ANALYSIS
02 DECISIONS
03
ANALYSES
05
FINANCIALS
04
CLOSING
06
BACKGROUND
01
SWOT/RISK ANALYSIS
02 DECISIONS
03
ANALYSES
05
FINANCIALS
04
CLOSING
06

4
Agenda
Background (1 minute)
1
Current state (2 minutes)
2
Overall insights (4 minutes)
3
4 Recommendations (5 minutes)

5
Executive Summary
You have an opportunity to capitalize in this market
Its growing
Follow these three recommendations
How will these recommendations capitalize
Sensitivity tables on excel
Forecasting formula
Number of people in US(population) * %of people who would try it*number of units at
purchase=number of people buying
Number of people buying * how much they buy it

6
SWOT Analysis- P&G
Opportunities
■ P&G can leverage its strong name and powerful
brands to diversify into more consumer products
■ Mergers and acquisitions can be done to
strengthen the brand
■ Capability to increase online presence and become
more ecommerce focus
Strengths
■ P&G has strong consumer brands that have a
stable market share due to customer loyalty.
■ Its brand have a high recall, high visibility due to
excellent marketing and advertising
■ P&G has achieved economies of scale and has
distributed its products through many channels
Threats
■ P&G is a global brand that is vulnerable to,
recessions, monetary fluctuations, and economic
crisis. Very recently P&G faces the Coronavirus and
Inflation.
■ Intense and increasing competition amongst other
CPG companies can affect the market share of
Procter and Gamble
■ Competition from unbranded and local products
Weaknesses
■ P&G’s products face fierce competition from big
domestic and international brands
■ Products can be imitated which is typical in the
consumer goods market. Which will decrease
market share.
■ Limited online presence on a global scale.
S W
T
O

7
Our main finding
Biggest issues facing P&G (younger consumers are not lifelong customers yet)
Leading to - CPG companies are losing market share to smaller competitors
Can expect during economic uncertainty that consumers would gravitate to consistent brands
that are high in value for their costs
Economic recovery would result in customers branching off once again
Younger audiences are more attune to corporate social responsibility and sustainability. They
are more inclined to purchase products from smaller/local businesses who advertise that their
products are more “natural” or less harmful for the environment.
I believe our information channels should feed directly to our customers and through
subscriptions services. We can also give out samples of new products and a description that
educates customers on the benefits of the new product.

8
Current state
P&G Consumer Packaged Goods

9
Findings
*from P&G specific RMS Syndicated data.

10
*RMS Base trend data
Current state
■ It would be best to invest into the next lifelong
P&G Customers.
■ Change for In-store remains relatively stable
■ The age range of Under 35 is the most
underperforming age group.
Age 35 and under (our focus)
■ Online metrics has seen a
significant positive trend
■ The age range of Under 35
continues to be the most
underperforming age group.
Age 35 and under (our focus)

11
Insights

12
1 2 3
Highlights
Under age 35 is our least
performant age group.
Yet, they will be P&G’s
future lifelong
customers.
Our utmost performing
categories by volume are:
❏ Laundry Care
❏ Bath Tissue
❏ Paper Towels
❏ Fabric Enhancer
❏ Diapers
The categories of these
with the largest percent
increase are:
❏ Fabric Enhancer
❏ Laundry Care
❏ Diapers
❏ Paper Towels
Our focus

13
Insights
■ Laundry Care
■ Fabric Enhancer
Highest performing
categories

14
Our Driving Categories are
Laundry Detergents and Fabric Care.

15
Category performance by Age Group
Laundry Detergent Total U.S Shopper
Period 1: March 1st, 2020 - February 27th, 2021 (Covid Spike, Hangover, Recovery I)
Period 2: February 28th, 2021 - February 26th, 2022 (Recovery I, Recovery II, etc.)

16
Fabric Care Total U.S Shopper

17
Drop in sales for under 35
■ The younger age groups have begun to buy less fabric softener as they
believe it is not needed.
■ Misunderstandings in why P&G’s product may be better than a store brand
means a more frugal younger generation is choosing the cheaper option.
■ Millennials and younger generations may choose other brands, because they
don’t understand the full science behind the detergents they use. This may
lead to switching brands due to an assumption that smaller companies are
better for the environment.
■ P&G’s brand packaging is the best fit for families who need these items in
bigger quantities. College students and Young Adults may appreciate smaller
packaging sizes.

18
Recommendations

19
1 2 3
Recommendations
Educate about Fabric
Softener and Laundry
Detergent.
Scale Down Packaging
for Fabric Softener.
Capitalise on the market
of subscription services.

20
Recommendations
■ The lower amount of customer of younger ages for Fabric softener may come
from not understanding how the product works.
■ Reason: Millennials are using less fabric softener as they are beginning to believe it
an unnecessary part of keeping clothes clean. Re-education of the topic could
prove profitable for P&G.
Fabric and Laundry Care Technology Outreach

21
Recommendations
■ Social Media links in creator’s content could help drive new customers
engagement.
■ Focus on Social Media influencers with a large base of followers in the under 35
age range.
■ Youtube Science channels could explain to their audiences how the products work.
Fabric and Laundry Care Technology Outreach

22
Examples of Science Youtuber Presentation
Veritasium ~ Science Channel SmarterEveryDay~ Science Channel

23
Market Field Examples
Listerine- educating about the germ-
killing power of their Antiseptic products
with their unique formula
(2 examples)
Neutrogena Launches First TikTok
Campaign to Connect Gen Z with
Neutrogena Scientists

24
Recommendation
■ We want to cater to new customers unsure of the
products.
■ Leverage the success of other laundry products
⎼ Think Glossier sample packs or Costco Samples
■ Customers are not willing to pay for a product they don’t
understand, help them understand through personal trial
■ Provide samples on YouTube channels educating about
the product
■ Per item cost would initially go up which is also profitable
for the company.
Scale down packaging

25
Recommendation
■ A subscription service would help individuals try new types of products with the added
convenience of receiving the items at their door at a fixed price.
■ Trend in subscription services, the rising generation wants ease in their shopping
experience
⎼ IPSY, Burst Toothbrushes, Dollar Shave Club
■ Emphasis on an environmentally friendly image could prove successful.
■ Easily market to college students who may not have as much disposable income.
Subscription Services

26
Market Field Examples
(2 examples)
Scale-down Packaging
Subscription Service

Thank you.
27
Proctor and Gamble
Team #2 - Ivory Insights

28
Appendix

29
Additional template slides

30
Findings
Largest volume of buyers in categories
*from P&G specific RMS syndicated data

31
Findings
*from P&G specific RMS syndicated data
Largest percentage increase in categories

32
Diapers (In-Store) Total U.S Shopper
*from total US Omnishopper panel.
Period 1: 3/1/20 - 2/27/21
Period 2: 2/28/21 - 2/26/22

33
Diapers (On-line) Total U.S Shopper
*from total US Omnishopper panel.
Period 1: 3/1/20 - 2/27/21
Period 2: 2/28/21 - 2/26/22

34
Bath Tissue (In-store) Total U.S Shopper
Period 1: 3/1/20 - 2/27/21
Period 2: 2/28/21 - 2/26/22

35
Bath Tissue (On-line) Total U.S Shopper
Period 1: 3/1/20 - 2/27/21
Period 2: 2/28/21 - 2/26/22

36
Paper Towels (In-store) Total U.S Shopper
Period 1: 3/1/20 - 2/27/21
Period 2: 2/28/21 - 2/26/22

37
Paper Towels (On-line) Total U.S Shopper
Period 1: 3/1/20 - 2/27/21
Period 2: 2/28/21 - 2/26/22

38
Important Links
■ Millennials Are Fine Without Fabric Softener; P&G looks to fix that
⎼ https://www.wsj.com/articles/fabric-softener-sales-are-losing-their-bounce-1481889602

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