Brand Management presentation on the recommended launch of P&G's H-80 product

1. Launch of H-80 Launch
Parvati Vaish, Shoney Yakubjanov, Curtis
Thayer, Sarachok Panamaneechot

2. The H-80 Brand
 Category: Performance Segment
 Positioning statement: Competitively
priced highly effective dishwashing
detergent for individuals facing the
everyday problem of tough to clean
dishes.
 Core Identity Statement:
Outstanding dishwashing liquid for
cleaning tough to remove foods from
dishes

3. Advertising Plan
 Target: Primarily women age 18-35
 Copy/objective: The highest performing liquid
detergent in cleaning tough to remove food
while still being safe for dishes
 Reason why: Scrubber system. Approved by
American Fine China Guild
 Style: green color, floral fragrance, arrow
shaped packaging, superior performance at
amazing value
 Tone/Personality: Modeled after Mr. Clean:
Caring yet strong and powerful. Someone you
know you can rely on to get the job done – A
protector of your dishes

4. Promotion Calendar
April May June July August September
Trade Price Packs TV ads continue 4th of July TV ads continue TV ads continue
Allowance Introduce TV “Dirtiest Dish”
$2.70 for all ads sweepstakes
sizes TV ads
Social media continue
campaign
TV stand
inside the store
In-pack
premiums with
cooking ware
for high grease
food
October November December January February March
TV ads continue Holiday Announce TV ads continue TV ads continue TV ads continue
“Dirtiest Dish” Sweepstake
sweepstakes winners on
Thanksgiving Christmas
near-pack Christmas in -
premiums pack premiums
Trade TV ads
allowance continue
$1.80 for all
sizes
TV ads
continue

5. Week 1
Product Release
 Time of release: April 1st
 Why:
◦ Mid-spring time
◦ Activities that require lots of cooking are
more common
 Important:
◦ Avoid same time promotions

6. Week 1
Introductory Trade Allowance: #1
 $2.70 for all sizes for the first three
months
 Should help stimulate initial stocking,
in-store displays and feature
advertising by the trade

7. Week 1
Customer Education: Social
Media
 Videos of superior performance
displayed through popular social
media sites
◦ Will help educate younger consumers
◦ Should increase trail rates
 Free samples and coupons will attract
consumers

8. Week 1
Social Media Coupons
 We will be distributing coupons
through Facebook
 Pressing “like” Subscribing to a
magazine
 Used magazine coupon rates to determine
costs
 Assumed 100% redemption because whoever
prints the coupon will likely use it

9. Week 1
Customer Education: In store
TVs
 In-store TV displays demonstrating the
product
◦ For the first 6 weeks
 Help educates those missed through
Social Media

10. Week 1
Call to Action: Price Packs
 Awareness creation is supported by
price packs
◦ Increase trial
 Discounts:
◦ 90 cents from 48oz
◦ 61 cents from 32oz
◦ 44 cents from 22oz
◦ 25 cents from 12oz

11. Week 5
Increasing Trials: In-Pack
Premiums
 Free samples of H-80 sold along with
other goods:
◦ Baking pans
◦ Cookie sheets
◦ Large platters
 Drive trial
 Helps create positive consumer
associations

12. Week 6
Television
 National ads
◦ Target: Female heads of households;
between18 and 35 yrs old
 Message: superior dishwashing
detergent at a competitive price, an
absolute need for large households
and social events
 Goal: Increase awareness rates

13. Week 13
4th of July Sweepstakes
 Nationwide competition
 10 winners with prizes of $100,000
each
 This will help increase awareness
rates, trial rates and repeat trial rates

14. Week 20
Trade Allowance #2
 $1.80 for all sizes as a tactic to
address the competitive environment
created by other P&G brands and the
main competition: Sunlight

15. Week 44
Holiday “Dirtiest Dish”
Sweepstakes
 Start a week before Thanksgiving and
ends the day of Christmas
 Highlighting the best through social media
sights and later media advertising.
 Drive traffic to social media sights,
awareness, trial, retrial.

16. Week 44
Thanksgiving near-pack
premium
 Offer $0.50 coupon for H-80 when you
purchase typically tough to clean dishes
(platters, baking dishes, etc.) in the
Thanksgiving season.
 This reinforces the association with strong
cleaning power and family.

17. Month A M J J A S
Trade Allowance #1 $283,500.00 $283,500.00 $283,500.00
In store TV display $3,500,000.00 $3,500,000.00
Online Marketing
Campaign
Samples $396,000.00
Coupons $665,000.00 $665,000.00 $665,000.00
Social Media $50, 000
Online TV $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00
Personal Website $100,000.00
Price Packs
48oz/90 cents off $1,320,165.00
32oz/61 cents off $1,050,840.00
22oz/44 cents off $886,410.00
12oz/25 cents off $710,640.00
Other
In-pack premiums
with cookware $630,000.00
TV advertisements $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64
4th of July
sweestakes $1,060,000.00
Thanksgiving
sweepstakes
Holiday near pack
premiums
Trade Allowance # 2
Monthly Total $9,642,555.00 $5,519,863.64 $2,684,863.64 $2,796,363.64 $1,636,363.64 $2,401,363.64

18. O N D J F M
Trade Allowance
#1
In store TV display
Online Marketing
Campaign
Samples
Coupons $665,000.00 $665,000.00 $665,000.00
Social Media
Online TV $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00
Personal Website
Price Packs
48oz/90 cents off
32oz/61 cents off
22oz/44 cents off
12oz/25 cents off
Other
In-pack premiums
with cookware
TV advertisements $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64 $1,636,363.64
4th of July
sweestakes
Thanksgiving
sweepstakes $1,060,000.00
Holiday near pack
premiums $120,960.00
Trade Allowance #
2 $882,000.00
Monthly Total $1,736,363.64 $4,464,323.64 $1,736,363.64 $2,401,363.64 $1,736,363.64 $2,401,363.64 $39,157,515.00
Yearly total $39,157,515.00

20. Holiday Near Pack Premiums
 Provide consumers with coupons
attached to other products such as
baking goods, greasy food products,
and/or tough to clean cooking utensils
 Helps promote repeat buys
 Reinforces the brand image and
lifestyle by creating associations with
tough to clean products

21. Trial Goal 25%
 Drivers:
◦ Online Samples – through social media, offer
sample to interested or involved patrons
◦ Price Packs – drive demand in stores, 70% of
consumers make brand decisions after they
enter the store
◦ In Pack premium with cookware – offer sample
sold with typically tough to clean dishes such as
baking pans
◦ Sweepstakes
 We’re hoping for a 30% coverage of all
households with an 85% usage rate gives us
a final trial percentage of 25%

22. Market Share
 Awareness: 70%
◦ Social Media
◦ TV Advertisements
◦ In Store TV Displays
◦ Online TV
◦ Personal Website
 Trial: 25% (See previous slide)
 Repeat: 60%
◦ Sweepstakes
◦ Holiday Near Pack Premiums
◦ Price Packs
◦ Rely on innovativeness for appeal to consumers
 Distribution: 70%
 TOTAL MS: .7 * .25 * .6 * .7 = 7%