This is a HBS case study about P&G's new product launching strategy. In this case I am responsible for survey data analysis and project financial analysis.

1. 1
Procter & Gamble Company:
Comprehensive Project Analysis
HBS Case 2 Presentation
Presented by Julie & David
Biz Pro 9th Senior
May 6th, 2016

2. Executive Summary
2
1 Accelerate the occupation of the performance segment.
• Though the overall LDL market slows down, the segment still grows fast.
• P&G has a strong competitive advantage in this segment.
• To achieve the goal, improve Dawn with H-80 formula and improve Joy
with no-spot formula is necessary with desirable net profit.
2 Maintain the current market share in the mildness segment.
• The mildness market goes down with CAGR -1.14%, which is unpromising.
• Colgate-Palmolive is very strong competitor in this segment.
• To achieve the goal, further advertisement on Ivory Liquid is require. The
cost can be covered if we get 0.54% further of the market share.

3. Strategic Analysis of Current LDL Market
3Senior Presentation

4. The performance market beats other segments
in both volume and growth aspects.
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24.0
25.0
26.0
27.0
Case(M)
Mildness Segment (36%)
Projected
54.0
56.0
58.0
60.0
62.0
64.0
Case(M)
Total Market
0.62%
5.0
10.0
15.0
20.0
25.0
Case(M)
Performance Segment (35%)
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18.0
19.0
20.0
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22.0
Case(M)
Price Segment (29%)
-1.14%
Projected
Projected Projected
-1.25%
5.69%
The performance grows with CAGR 5.69%, while other segment declines.
4Source: Company Record.

5. No strong competitor exists in the performance segment,
but there is in the mildness segment.
P&G Lever Brother Colgate-Palmolive
No strong competitors in performance segment,
but Colgate is quite strong in mildness segment.
Performance (35%) Mildness (36%)
0%
4%
8%
12%
16%
Dawn
Joy
Sunlight
C-P
Ivory
Lux
Dove
Palmolive
Dermassage
LDLMarketShare
Performance Segment
• P&G’s brands dominate the
performance segment
• No other strong competitor
Mildness Segment
• P&G’s is the largest player
in the mildness segment
• Colgate-Palmolive is strong
in the mildness segment
Key implications for the
competitors analysis:
5Source: Company Research.

6. We suggest accelerate in the performance segment
and develop the mildness segment.
Market Size &
Future Growth
P&G’s Competitive Position
Performance
Segment
Price
Segment
Mildness
Segment
Whole LDL
Market
Develop and maintain the
current market share.
Accelerate occupation
of performance segment
Do not invest in the
declining market
Opportunistic
Segment
6

7. Growth Opportunity Evaluation
7Senior Presentation

8. Ivory
Joy
H-80 and no-spot formula fit customers’ current needs,
but Dawn has the same feature as H-80 formula has.
Key Concerns for LDL Consumers
Dawn
P&G’s Brand
H-80
8
Source: Company Research.
77%
81%
85%
85%
57%
83%
82%
77%
80%
88%
93%
0% 25% 50% 75% 100%
Mildness to skin
Mildness to hand
Long-lasting suds
Economical
Plesant Odor
Not need much
No-spot
Removing cooked-on foods
Leaving dishes shiny
Getting dishes clean
Cutting grease
Score 5-6 Score 3-4 Score 1-2 No Response
No-spot

9. Launching product require initial cost USD 80 M.
Long payback period and cannibalization are key concerns
for launching a new brand.
9
Source: Company research & modeling by the team.
Assumption:
• Based on the experience of Dawn and
Ivory, 10% market share could be reached.
• Approximately 40% of the market share of
a new brand comes from cannibalization.
23.0 22.5
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-10.9 -11.2
-12.0
-7.0
-2.0
3.0
8.0
13.0
18.0
23.0
28.0
1985 1986 1985 1986 1985 1986
USDM
7.59.8 9.8
Cash Flow from New Brand
Cannibalization Cash Flow
Incremental Cash Flow
7.5
12.2 11.3
-3.3 -3.3
Performance
Mildness
Price
Payback 7.33 yrs
Payback 10.14 yrs
Payback 7.89 yrs

10. Implementing H-80 on Dawn generates $30.17 M in 5 years,
which is the best option for product improvement.
Launching product require initial cost USD 30 M.
10
Source: Company research & modeling by the team.
Assumption:
• 8% market share is added.
• 15% market share of pad market is
added due to the cross selling effect.
12.4
12.0
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10.2
12.1 11.3
6.1 6.3
5.8 5.7
-4.6 -4.7 -4.8 -4.9 -4.5 -4.7 -4.9 -5.1
-6.0
-1.0
4.0
9.0
14.0
1983 1984 1985 1986 1983 1984 1985 1986 1983 1984 1985 1986
USDM
Cash Flow from Improvement
Cannibalization Cash Flow
Incremental Cash Flow
7.8 7.4 7.8 7.2 7.8 7.85.5 6.1
Dawn
Payback 4.91 yrs
Joy
Payback 5.57 yrs
Ivory
Payback 6.24 yrs

11. 2 Cost reduction is the direct benefit.
Cost reduction benefit suggests us to implement
the no-spot formula on Joy.
11
Source: Company research & modeling by the team.
Implement no-spot
formula on Joy
1
Metric Result (1982 – 1986)
Increase Net Profit $12.00 M
Return on Investment 20%
Payback period 4.25 year
No-spot formula fits customers’ need.

12. Advertising Ivory helps to increase trial rate and is profitable
if acquiring 0.54% of LDLs market.
12
Source: Company research & modeling by the team.
Metric
Result
(1982 – 1986)
Increase Net Profit $4.41 M
Return on
Investment
10.25%
Payback period 4.54 year
The break-even point of the advertisement
is 0.54% new LDLs market share.
Advertising more on Ivory.
• Increase GRP from 300 to 365
(20% larger advertisement coverage )
• Maintain the market share
Key financial metrics of advertisement
-100%
-50%
0%
50%
100%
150%
0.00% 0.50% 1.00% 1.50%
ReturnonInvestment(%)
Increasing Market Share
Sensitive Analysis of Increased
Ivory Market Share
Break-even
at 0.54%

13. Final Conclusion
13Senior Presentation

14. Improving Dawn with H-80, improving Joy with no-spot,
and advertising more on Ivory Liquid.
14
Segment Key Strategy Action & Result
Performance
Segment
• Focus on this segment
• Accelerate expansion
• Fit customers’ need
• Dawn with H-80 to get stable
cash flow (payback 4.91 years)
• Joy with no-spot to save the
cost (payback 4.25 years)
Mildness
Segment
• Maintain the current
market share
• Ivory with advertisement to
maintain the market share
Price
Segment
• Do not invest in the
declining market
• No action to conduct in the
price segment

15. Thanks for your attention.
15Senior Presentation