Fictional study for P&G. This presentation is a group assignment performed for the Marketing Brand Management class at Centennial College - Postgraduate degree in Marketing Management, 2018. This file has no relationship with P&G and its intentions to launch products on the market, all information used does not correspond to the reality of the company.

1. Helping to Enable
Consumers to Make More
Sustainable Choices
Source: https://us.pg.com/sustainability, 2018.

2. Each segment of their
household required
their own toothpaste
Source: https://well.ca, 2018.
Aquafresh Kids
Pump
$3.49
Crest Pro-Health
Clean Mint
$4.59
Sensodyne
Brilliant Whitening
$6.99

3. 1. Why am I not able to purchase one
toothpaste for my entire family?
2. Why does each family member
requires a special toothpaste?
3. Why do I have to spend more time
shopping for toothpaste?
Why

4. Category extension
of P&G oral hygiene products

5. 100% Natural and Organic
Canadian Ingredients
Strong enough for parents,
safe enough for toddlers
1. Aloe Vera, Bee Propolis, Echinacea and Natural mint flavor
2. No fluoride, no artificial colouring, sweeteners or flavourings
3. The product is cruelty-free, vegan
4. Has a sustainable packaging, and recyclable
Category extension
of P&G oral hygiene products

6. 1. Prevent bad breath and tooth decay
2. Healthy freshness
3. Cavities extra protection
4. Anti-inflammatory
5. Protection against bacterias and viruses
6. For sensitive teeth
1. Make the shopping experience easier
2. Satisfaction of being eco-friendly
3. Safe – 100% Natural & Organic
4. Responsible
Functional
Emotional

7. 1. Behavioral segmentation - benefits sought
2. Psychographic segmentation
“Everyone is a potential
natural and organic product
consumer”
Source: Chait. 2017
1. Primary caregivers in the household
2. Sustainable and local consumer behaviour
Target Market
Segmentation Strategy

8. Source: https://www.walmart.ca, https://well.ca, 2018.
TOM'S OF MAINE
85 ml
$ 5.29
RADIUS
85 g
$ 5.99
WELEDA
85 ml
$ 10.79
DAVIDS
149 g
$ 11.99
100% Natural and Organic
Canadian Ingredients

9. $7.95
Price rationale
Production cost 0.28$
Promotion cost 0.70$
Total cost 0.98$
P&G markup 175% 1.72$
Selling price 2.70$
Retail markup 195% 5.26$
Retail price 7.95$
100% Natural and
Organic Canadian
Ingredients
Source: https://www.coursehero.com, 2018.
1. Crest $0.19 per toothpaste tube
2. Plus $0.60 to promote it

10. Online Partners
+7000 Stores
Full distribution

11. 1. Extra Exhibitions - Grocery Aisle
2. Internet - Instagram Influencers
3. Sales Promotion - Outside Actions and Partnerships
4. Advertising - TV Ads & Social Media
Promotional Strategy

13. ROI

14. Andre Havro
Carlos Pereira
Jessica Garcia
Melissa West-Henry
Professor Hubert Rau
Centennial College – The School of Business
Marketing Brand Management - MKTG 717 . 001
August 15, 2018