2. AGENDA
1. INTRODUCTION
2. PROBLEM STATEMENT
3. KEY FINDINGS
4. SWOT
5. COMPETITIVE ANALYSIS
6. TARGET MARKET
7. MARKETING PLAN
8. IMPLEMENTATION PLAN
9. RISKS AND MITIGATION
10. SUMMARY
3. INTRODUCTION
• World’s largest consumer products
company (Business Insider, 2014)
• Family, personal and household care
products (P&G, 2016)
• Subsidiaries includingTide, Gain, and
Gillette (P&G, 2014)
• Tide Purclean is the first bio-based
laundry detergent (Tide, 2017)
4. PROBLEM STATEMENT
How can we marketTide Purclean to capture a
substantial market share in the next 7 months in Canada?
5. KEY FINDINGS
• 18% of P&G’s profit is earned from detergents (P&G, 2016)
• Increased of $4 million CAD in liquid detergent shares in 2016 (Euromonitor, 2017)
• Consumers are willing to pay more for sustainable products (Bloomberg, 2016)
• Purclean offers best cleaning power between natural detergents (Tide, 2017)
7. STRENGTHS
• 43% of the Canadian detergent market share (Euromonitor,
2017)
• Diverse portfolio with many established brands (Business
Insider, 2014)
• Market share leader in many markets including
laundry detergent (Forbes, 2010)
• Tide is most - trusted laundry detergent brand (Gelman, 2015)
8. WEAKNESSES
• Dependent on third - parties such as Walmart
(Morgan, 2015)
• Lack of online presence on social media
platforms (Facebook, 2016)
• Low organic growth due to lack of innovations
(Scholes, 2015)
9. OPPORTUNITIES
• Increasing awareness of environmental issues (Cohen, 2015)
• An untapped target market(P&G 2015)
• Rising number of mothers on social media (Crous, 2016)
10. THREATS
• Numerous established competitors (P&G, 2016)
• Many cheaper alternatives (McPhee, 2016)
• Weak economic growth can affect consumer
spending (Phillips, 2015)
12. DIRECT
Parent
Company Product Price Point
Market
Share
Production
Distribution
Purex
Henkel
Corp.
$2.87/L 6.3%
Walmart,
Canadian
Tire
Sunlight Unilever $3.24/L 14.8%
Walmart,
Canadian
Tire
Arm and
Hammer
Church and
Dwight
$2.45/L 14.2%
Costco,
Home
Depot
19. P&G POWER PACKS
• Head and Shoulders Classic Clean 2-
in -1
• Dawn Ultra dishwashing detergent (18
oz)
• 2 Bounty paper towel rolls
• 2 Crest 3D White OriginalToothpaste
• Tide Purclean (32 loads, 50 oz)
• Retail Partnership
20. ONLINE PRESENCE
• Enhanced Facebook presence
• Top social media sites include
Facebook and Pinterest (Edison
Research, 2016)
• Social media servicing (J.D. Power,
2017)
21. FORTHE PURFECT MOTHER
• Over 55% of mothers buy products
from personal blog recommendation
(Piersall, 2011)
• Over 50% of mother use Pinterest (Edison,
2016)
MOMS
ON
BLOGSBLOGS
23. TIMELINE
FEB MAR APR MAY JUN JULY AUG
BRAND
REDESIGN
RETAIL
PARTNER
SNS
PRESENCE
VALUE
PACKAGE
FOR A
PURFECT
MOTHER
24. RISKS AND MITIGATION
• Lower than Expected
InventoryTurnover with
Costco Wholesale
• No utility from the
purchase of a Power
Pack
• Alternative Partnership with
Loblaw Companies
• Over 2000 locations in
Canada (Ottawa, 2016)
• Co-Branding with
single P&G products
25. SUMMARY
• To capture a large portion of market shares:
• Purfect with Purclean
• Rebranding the Product
• Partnership Establishment
• Social Media Engagement
• “For the Purfect Mother”
• P&G Power Pack
