Launch of H-80 LaunchParvati Vaish, Shoney Yakubjanov,

Curtis Thayer, Sarachok Panamaneechot

The H-80 BrandCategory: Performance

SegmentPositioning 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

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

Promotion CalendarApril May June July August September

Trade Allowance $2.70 for all sizes

Social media campaign

TV stand inside the store

In-pack premiums with cooking ware for high grease food

Price Packs Introduce TV

ads

TV ads continue 4th of July “Dirtiest Dish” sweepstakes

TV ads continue

TV ads continue TV ads continue

October November December January February March

TV ads continue Holiday “Dirtiest Dish” sweepstakes

Thanksgiving near-pack premiums

Trade allowance $1.80 for all sizes

TV ads continue

Announce Sweepstake winners on Christmas

Christmas in -pack premiums

TV ads continue

TV ads continue TV ads continue TV ads continue

Product Release

Time of release: April 1st Why:

◦Mid-spring time ◦Activities that require lots of cooking

are more commonImportant:

◦Avoid same time promotions

Week 1

Introductory Trade Allowance: #1$2.70 for all sizes for the first

three monthsShould help stimulate initial

stocking, in-store displays and feature advertising by the trade

Week 1

Customer Education: Social MediaVideos 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

Week 1

Social Media CouponsWe will be distributing coupons

through FacebookPressing “like” Subscribing to a

magazine Used magazine coupon rates to

determine costs Assumed 100% redemption because

whoever prints the coupon will likely use it

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

Week 1

Call to Action: Price PacksAwareness 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

Week 1

Increasing Trials: In-Pack PremiumsFree samples of H-80 sold along

with other goods:◦Baking pans◦Cookie sheets◦Large platters

Drive trialHelps create positive consumer

associations

Week 5

TelevisionNational 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

Week 6

4th of July SweepstakesNationwide competition10 winners with prizes of

$100,000 eachThis will help increase awareness

rates, trial rates and repeat trial rates

Week 13

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

Week 20

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.

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.

Week 44

 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 CampaignSamples $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 Packs48oz/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

  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 offOther

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 $1,636,363.644th of July sweestakes

Thanksgiving sweepstakes $1,060,000.00Holiday near pack premiums $120,960.00Trade 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

Holiday Near Pack PremiumsProvide 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

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

◦ SweepstakesWe’re hoping for a 30% coverage of all

households with an 85% usage rate gives us a final trial percentage of 25%

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%