Team Burnaby North Presentation, Beyond 2017 (P&G)

1. THE PURFECT PLAN
BURNABY NORTH PRESENTS

2. AGENDA
1. INTRODUCTION
2. PROBLEM STATMENT
3. KEY FINDINGS
4. SWOT
5. COMPETITIVE ANAYLSIS
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 STATMENT
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)

6. SWOT ANALYSIS

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. OPPORTUNUTIES
• 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)

11. COMPETITIVE ANAYLSIS

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

13. 6%5%
15%
60%
14%
Henkel
Unilever
Church& Dwight
P&G
Other
MARKET SHARES

14. INDIRECT
• Dry cleaning
• Laundromats
• Oxi Clean stain remover
• Bleach
• Disposable undergarments
• Baking soda

15. TARGET MARKET
• Families
• Middle and high income
• Premium products with low prices
• Older age groups

16. MARKETING PLAN

17. PURFECT WITH PURCLEAN

18. THE DIFFERENCE IS UNREAL

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 moms buy products
from personal blog
recommendation(Piersall, 2011)
• Over 50% of moms use
Pinterest(Edison, 2016)
MOMS
ON
BLOGS

22. IMPLEMENTATION PLAN

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

26. BIBLIOGRAPHY
• http://www.businessinsider.com/r-exclusive-pg-exploring-sale-of-7-billion-wella-hair-care-unit---sources--2014-11
• http://www.forbes.com/sites/greatspeculations/2010/12/01/emerging-markets-key-for-pgs-laundry-business/#5f337b423486
• http://www.canadiangrocer.com/blog/the-secret-to-costcos-success-lies-in-supply-chain-efficiency-40691
• https://www.pg.com/fr_FR/downloads/annual_reports/PG-Annual-Report-2014-US-short-version.pdf
• http://fortune.com/procter-and-gamble-david-taylor-fortune-500/
• https://www.bloomberg.com/news/articles/2016-10-04/p-g-under-pressure-to-make-a-deal-as-eco-friendly-products-surge
• http://www.euromonitor.com/laundry-care-in-canada/report
• http://tide.com/en-us/about-tide/tide-purclean/how-well-does-tide-purclean-work
• http://tide.com/en-us/about-tide/tide-purclean/a-step-in-right-direction
• http://www.rd.com/culture/most-trusted-brands-america/
• https://www.statista.com/statistics/188716/top-liquid-laundry-detergent-brands-in-the-united-states/