church & dwight pitch brief
TRANSCRIPT
OVERVIEWAfter a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the
leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business.
The baking soda, personal care and household cleaning products giant currently spends more than $200 million a year, according to people familiar with the current review. The company has been
spending 12% to 13% of sales on advertising and plans to continue doing so said Jim Craigie, chairman-CEO, at an analyst conference earlier this year.
More than 20% of the company's media budget is allocated to digital platforms, as the company reported at the Consumer Analysts Group of New York meeting in Boca Raton, Fla. Despite the
company's digital investment, Craigie, who is set to retire in 2016, indicated at the conference that the digital return is still unclear. "I like digital," he said. "But it's still very unproven what you get in
bang for the buck in the digital category."
BACKGROUND SUMMARYChurch & Dwight Co., Inc., founded in 1846, is the leading U.S. producer of sodium bicarbonate, also
known as baking soda, a natural product that cleans, deodorizes, leavens and buffers. The Company’s ARM & HAMMER brand is one of the nation’s most trusted trademarks for a broad
range of consumer and specialty products developed from a bicarbonate base and related technologies.
Church & Dwight’s consumer products business is organized into two segments: 1. Consumer Domestic, which encompasses both household and personal care products.
2. Consumer International, which primarily consists of personal care products.
But, essentially, their 80 brands (including four mega brands that generate over 60% of revenues) can be broken down into two categories:
Personal careHousehold
For our purposes, we will look at two of the four mega brands to represent their categories: ARM & HAMMER for household cleaning products and Trojan for personal care.
Church & Dwight Co.’s 4 Mega Brands• ARM & HAMMER
• TROJAN• OXI CLEAN
• VITAMINS, MINERALS & SUPPLEMENTS (VMS)
In 2014 Church & Dwight reported worldwide net sales $3,298m, increased by 3.2%
market share ANALYSIS
21.7%
10%
6.3%
4.9%
4.3%
4%
2.9%
2.8%
2.6%
5.8%
SALES SHARE OF THE LEADING 10 LIQUID LAUNDRY DETERGENTBRANDS OF THE UNITED STATES IN 2014
Tide
Gain
All
ARM & HAMMER
Tide Plus a Touch
Purex
Tide plus Febreze
Tide Simply Clean
ARM & HAMMER
Xtra
0 5 10 15 20 25
of Downy
and Fresh
PLUS OXI CLEAN
75.7%
12.1%
10.5%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
CURCH & DWIGHT
Ansell
Reckitt Benckiser
Global Protection
Mayer Laboratories
Private Label
Mapa USA
Majestic Drug Co.
NV Healthcare
Mozian & Associates
0 10 20 40 60 80
PERCENTAGE OF TOTAL MALE CONTRACEPTIVE SALES IN THEUNITED STATES IN 2014, BY LEADING VENDORS
MEDIA USAGETV GENRE PREFERENCES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Kids and Family Ch...
Entertainment Ch...
Music Channels
Sports Channels
Educational Chan...
12.63%
31.05%
3.49%
17.78%
10.14%
179.21
159.29
145.07
130.17
91.22
159.22
155.96
125.52
130.07
98.43
TRENDS
31.71%
7.66%
-29.17%
-0.40%
5.88%
TROJAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Shopping Channels
Music Channels
Entertainment Ch...
Spanish Channels
Religion Channels
1.95%
5.28%
31.88%
0.75%
0.64%
197.61
175.35
170.74
165.66
159.96
156.67
148.85
163.92
130.05
125.48
TRENDS
-
200.00%
-1.80%
-
-20.00%
OXICLEAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Shopping Channels
Movies Channels
Entertainment Ch...
Music Channels
Religion Channels
2.01%
1.45%
26.14%
3.68%
0.63%
198.09
171.33
162.7
161.85
158.82
157.16
137.36
156.13
137.1
124.66
TRENDS
100.00%
-22.73%
-5.69%
-11.11%
-40.00%
ARM & HAMMER
Each brand under Church & Dwight Co. has its own very different audience with their own individual sets of preferences for media consumption.
MEDIA USAGEWEBSITE GENRE PREFERENCES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Music , Entertainm...
Motor
Movies
Sport
Video Channels
76.91%
9.51%
9.19%
24.73%
9.56%
97.55
113.59
101.18
70.07
76.4
127.47
112.75
104.16
93.73
88
TRENDS
0.19%
-8.63%
1.48%
-11.19%
1.63%
TROJAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Food
Kids
Gossip
Fashion
Health
47.72%
9.34%
6.93%
15.38%
21.84%
179.7
168.16
170.5
158.14
151.72
175.21
148.96
147.87
147.17
146.72
TRENDS
4.86%
17.65%
-12.50%
-1.85%
-26.53%
OXICLEAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Food
Beauty
Health
Travel
Fashion
44.95%
11.00%
20.77%
26.53%
14.28%
184.41
177.12
165.82
157.03
163.29
177.53
156.48
155.55
152.53
149.84
TRENDS
5.86%
12.50%
-8.38%
-4.84%
-8.20%
ARM & HAMMER
Drilling down further into an audience analysis of condom consumers, we see that the condom market is in more need of help than the household cleaning market. After all, people don’t stop using household cleaners two months into moving in a new home...
AUDIENCE ANALYSISTARGET SEGMENT: 18-34 years old condom consumers in a relationship
AF
FIN
ITY
37
79
81
7
22.84%
REACH
1.17% 11.48% 35.36% 49.15%
16
6
NIGHTLIFELOVERS
TRAVELERS
NETIZENS
DESIGN LOVERS
PET LOVERS
HOME DECORATORSDIY’S
ADS PRONCE
ENTERTAINMENTJUNKIES
FOOD LOVERS
NERD
PUBLIC FIGURES FOLLOWERS
FASHIONLOVERS
GAMERSBEAUTY WELLNESS
AWARE
TECHIES SPORTS LOVERS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Food Lovers
BeautyWellnes...
Motor Lovers
Gamers
Entertainment Jun...
Music Lovers
Sports Lovers
Nerd
Techies
Fashion Lovers
43.33%
22.65%
14.78%
14.74%
49.15%
36.11%
33.31%
2.07%
11.53%
19.72%
166.4
161.21
161.57
158.25
134.2
131.78
128.78
159.67
123.93
108.3
165.02
153.47
149.05
146.81
145.29
139.53
136.5
131.75
121.47
116.62
The condom consumers between 18 and 34 years old in a relationship are mostly male, with no children, who are college educated and earn in the 40-70k (61%) and 70-100k (22%) income ranges.
GENDERMale (66%)
AGE18-24 (78%)
STATUSIn a Relationship (100%)
FAMILYWithout Kids (94%)
EDUCATIONCollege (71%)
INCOME$40K - $70K (61%)
MEDIA OPPORTUNITY
INSIGHTTelevision advertising opportunities are already leveraged through a Trojan partnership with MTV, an excellent fit for the Trojan audience since music is a strong passion. But MTV doesn’t have the monopoly on music - most people listen to music online through music streaming services like Spotify, Pandora, iHeartRadio and Dat Piff, which specializes in hip hop. These sites offer opportunities to advertise to targeted audiences 24-hours a day.
# NAME REACH POPULARITY RELEVANCE
TV
Radio
Apps
Websites
Magazines
Newspapers
1
2
3
4
5
6
59.70%
39.39%
72.63%
89.87%
36.56%
4.16%
104.52
71.17
59.52
56.61
45.91
11.67
128.28
100.26
101.23
102.65
82.45
37.89
TRENDS
3.54%
-0.81%
-13.16%
0.22%
-6.19%
-18.92%
ToP ENTERTAINMENT WEBSITESTOP MEDIA
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 YouTube
Best Vines
ShutUpImTalking.com
FML
Suicide Girls
Urban Dictionary
Texts From Last Night
Funny Or Die
Sports-Funny Page
Cracked.com
30.11%
11.43%
8.50%
8.13%
7.50%
5.59%
4.02%
3.78%
3.60%
3.19%
170.75
83.74
190.08
180.15
179.63
175.96
157.69
107.46
139.06
93.75
163.22
94.59
162.72
155.69
154.64
149.72
134.98
101.03
121.74
90.68
MEDIA OPPORTUNITY
TOP TV CHANNELS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 MTV
Comedy Central
Spike
VH1
MTV2
BET
Netflix
HBO
Ride Channel
Ion Television
15.61%
8.80%
2.38%
2.88%
2.15%
3.48%
8.99%
2.21%
0.45%
0.31%
187.16
191.34
195.99
192.53
194.77
185.58
171.24
168.7
177.4
171.87
166.68
163.87
156.86
155.82
155.37
152.51
150.67
138.16
135.53
130.35
REACH RELEVANCE
1005009.06%6.80%4.53%2.27%<0.01% 150 200
Pandora
Around the World
iHeartRadio
DatPiff
NPR
HotNewHipHop.com
Spotify
UKF Dubstep
FratMusic.com
SoundCloud
TOP RADIO
BUSINESS OPPORTUNITY
INSIGHTAction sports-related events are very popular with the target,
and audio technology is a strong passion.
ToP CONSUMER ELECTRONICS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Skullcandy
Beats by Dre
Sony
Monster Products
Denon
Powermat Technologies
The House of Marley
Turtle Beach
Case-Mate
GUNNAR Optiks
4.85%
6.32%
2.38%
0.92%
0.21%
0.14%
0.42%
0.84%
0.59%
0.55%
196.58
190.72
184.14
185.33
192.72
193.86
185.65
179.96
181.91
182
162.35
160.58
148.95
144.19
142.79
142.15
140.77
140.16
139.75
139.45
TOP EVENTS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 X Games
Dew Tour
Barstool Blackout Tour
NCAA Wrestling
Rockstar Energy Drink Ma...
Honda Stage
Life In Color "World's Lar...
CosmicWorld
Spartan Race
Electric Daisy Carnival
6.46%
1.56%
0.88%
1.61%
0.80%
0.81%
1.66%
0.74%
3.25%
1.15%
190.95
192.33
192.28
186.12
187.73
172.55
159.92
148.63
133.19
125.76
160.91
151.78
148.62
147.82
145.09
135.03
130.53
118.65
117.09
105.69
CREATIVE INSIGHTS
INSIGHTBizarre, offbeat Entertainment content is eye-catching for them. Hip celebrities can catalyze their attention.
Unconventionally-themed challenges/contests could activate them.
Top ENTERTAINMENT JUNKIES SUB SEGMENTS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Entertainment Wat...
Movie Lovers
TvShow Lovers
Gatherers Informat...
Emotional Watchers
19.65%
44.78%
35.47%
1.44%
0.48%
193.85
162.61
108.1
12.84
3.21
173.62
162.94
123.52
31.64
19.69
REACH RELEVANCE
10059175.06%3.80%2.53%1.27%<0.01% 141 183
Silent Library
X-Play
Hip Hop Squares
Wipeout
Family Fued
Top ENTERTAINMENT JUNKIES SUB SEGMENTS
CREATIVE INSIGHTS
TOP MUSIC GENRES
RE
LEV
AN
CE
31
72
51
3
35.09%
REACH
0.72% 16.65% 56.45% 81.19%
16
7
LATIN AMERICANMUSIC ALTERNATIVE
MUSIC
CLASSICALMUSIC
RELIGIOUS MUSIC
POP MUSIC
DANCE &ELECTRONIC MUSIC
CLASSICROCK &OLDIES
METAL
JAZZ & BLUES
FOLK &TRADITIONAL MUSIC
REGGAE &CARIBBEEAN
URBAN &HIP-HOP
COUNTRYMUSIC
PUNK
HARD ROCK&
PROGRESSIVE
# NAME REACH POPULARITY RELEVANCE
Horror Films
Animated Films
Comedy Films
Action & Adventur...
Science Fiction & Fa...
Drama Films
Romance Films
Documentary Films
1
2
3
4
5
6
7
8
30.22%
42.99%
74.88%
51.43%
38.29%
49.53%
23.71%
7.95%
167.61
150.06
131.11
110.14
105.52
76.67
66.67
48.74
161.17
154.02
149.42
129.88
122.79
107.04
90.97
67.9
TRENDS
-80.00%
4.00%
-
-32.26%
34.78%
-38.46%
-40.00%
-28.57%
TOP MUSIC GENRES
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