Purclean Beyond 2017

THE PURFECT PLANBURNABY NORTH PRESENTS

AGENDA1. 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

INTRODUCTION• World’s largest consumer products

company (Business Insider, 2014)

• Family, personal and household care

products (P&G, 2016)

• Subsidiaries including Tide, Gain and

Gillette (P&G, 2014)

• Tide Purclean is the first bio-based

laundry detergent (Tide, 2017)

PROBLEM STATMENTHow can we market Tide Purclean to capture a

substantial market share in the next 7 months in Canada?

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)

SWOT ANALYSIS

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)

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)

OPPORTUNUTIES

• Increasing awareness of environmental issues (Cohen, 2015)

• An untapped target market (P&G 2015)

• Rising number of mothers on social media (Crous, 2016)

THREATS• Numerous established competitors (P&G, 2016)

• Many cheaper alternatives (McPhee, 2016)

• Weak economic growth can affect consumer spending (Phillips, 2015)

COMPETITIVE ANAYLSIS

DIRECTParent

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

6%5%

15%

60%

14%HenkelUnilever

Church& DwightP&G

Other

MARKET SHARES

INDIRECT• Dry cleaning

• Laundromats

• Oxi Clean stain remover

• Bleach

• Disposable undergarments

• Baking soda

TARGET MARKET• Families

• Middle and high income

• Premium products with low prices

• Older age groups

MARKETING PLAN

PURFECT WITH PURCLEAN

THE DIFFERENCE IS UNREAL

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 Original Toothpaste

• Tide Purclean (32 loads, 50 oz)

• Retail Partnership

ONLINE PRESENCE• Enhanced Facebook presence

• Top social media sites include Facebook and Pinterest (Edison

Research, 2016)

• Social media servicing (J.D. Power,

2017)

FOR THE 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

IMPLEMENTATION PLAN

TIMELINEFEB MAR APR MAY JUN JULY AUG

BRAND REDESIGN

RETAIL PARTNER

SNS PRESENCE

VALUE PACKAGE

FOR A PURFECT MOTHER

RISKS AND MITIGATION

• Lower than Expected Inventory Turnover 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

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

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/