Pantene Pro-V is a hair care brand established in 1947 that is now owned by Procter & Gamble. It has a range of hair care products and annual sales of $3 billion. The target audience is professional women ages 25-35, with a focus on increasing market share within this segment by 10%. The marketing campaign will include TV, print, outdoor, internet, and sponsorship activities to promote a new red bottle where $1 from each sale supports women's heart health. The total budget for the integrated marketing campaign is over $8 million.

1. Jen Burke Sarah D’Autilio Ashley O’Brien Lindsay Robichaud

2. Background… Est. 1947 by Swiss drug manufacturer Hoffman-LaRoche. European shampoo company until 1983 acquired by Richardson-Vicks Expanded line to 100 products Sold in salons & department stores. Expanded coverage to U.S. and Canada Richardson-Vicks acquired in 1985 by P&G Expanded line and sales outlets to drug and variety stores. Currently, world's number one selling line of shampoo, conditioner, hair color, hair spray and other similar products.

3. Financials… Annual Sales: $3 billion Annual Units Sold: $500 million Retail Price: $7.99 Wholesale Price: $6.00 Gross Margin (20%): $1.20 Budget: $10 million A to S Ratio: $10 million/$3 billion: 3.3% GMROI: $10 million/$1.20 Must sell 8,333,333 units to cover cost of IMC campaign

4. TAM~SAM~PSM TAM – males/females (25-35) 44 million people Psychographic – professional females 15,400,000 million females SAM – 99% penetration 15,246,000 females PSM – current (40%) – 6,098,400 females Goal (+10%) – 7,623,000 We would have to gain 7,623,000 to increase our current share by 10%

5. Positioning Statement… For females ages 25-35, Pantene Pro-V is the product of hair care that uses key nutrients to create confidence by providing you with silky smooth hair and a fresh scent for a clean, look at me feeling .

6. The Message… Hair SO good…he won’t be able to keep his hands off it!!

7. More Message Ideas… Hmmm… Should I…? (Sniffing) Thinking about touching and smelling her hair . Pantene Product User Fresh Scent

8. PR… Buzz/WOM… $100,000 $300,000 Press release Notify public about “Go Red” campaign Public service Run ads about “Going Red” for women’s heart health For every red bottle sold $1.00 will be donated to women’s heart health Leverage Icon: Oprah Oprah with Doctor Oz on Women’s Heart Health Mention that for every bottle of “red” Pantene sold $1.00 will go to the American Heart Association

9. New “ Red ” Bottle… (Rough Sketch) PANTENE PRO-V

10. TV… Show Rating Frequency GRPs What Not to Wear 5 x 2 = 10 America's Next Top Model 5 x 2 = 10 Extreme Makeover: Home 8 x 2 = 16 Desperate Housewives 8 x 2 = 16 Total GRPs 52 Media 5,440,000 GRP one week = 52 Frequency (per show) 200,000 GRP one month = 208 200,000 GRP two months = 416 200,000 200,000 Production 30000 TOTAL $6,270,000

11. Internet… Trade… Cross Promotion: Pantene with hair care accessories from Revlon Co Promotion: CVS: When you use your extra care card to purchase Pantene products you will receive extra dollars back Cost per click through Total # of visitors 33,300,000 5% click through 5% 1,665,000 Cost per click-through $0.60 $999,000 Total Sales from Campaign Total # of visitors 33,300,000 5% click through 5% 1,665,000 10% purchase product 10% 166,500 Cost of product $7.99 $7.99 Profit from Electronic $1,330,335

12. Sponsorship… Locks of Love 1,000 people to donate their hair Pantene will pay $1,000 per child to cover a full cranial prosthesis Sponsorship Locks of Love - Event 150,000 Matching contributions 100,000 TOTAL 250,000

13. Outdoor… Medium Reach Impressions GRP Billboard – RT. 93 75 x 2 daily = 150 MBTA - mobile spots 50 x 2 daily = 100 Park Bench – multiple 10 x 2 daily = 20 Total GRPs 270 Billboard Media 500,000 Production 50,000 GRP one day = 270 MBTA GRP one month = 8,100 Media 250,000 GRP two months = 16,200 Production 20,000 Park Bench Media 8,000 Production 1,000 TOTAL $829,000

14. Print… Magazine Reach Frequency GRPs Cosmopolitan - May 25 x 2 = 50 Cosmopolitan - June 25 x 2 = 50 People - May 25 x 2 = 50 People - June 25 x 2 = 50 Shape - May 25 x 2 = 50 Shape - June 25 x 2 = 50 Women's Health- May 25 x 2 = 50 Women's Health - June 25 x 2 = 50 Total GRPs 400 Media 160,000 Frequency (per publication) 10,000 10,000 GRP one month = 200 10,000 GRP two months = 400 10,000 10,000 10,000 10,000 10,000 Production 11,000 TOTAL $251,000

15. Thank You! Questions…Comments.