Church & Dwight Pitch Brief

NEW BUSINESS PITCH BRIEFCHURCH & DWIGHTMEDIA PROJECT WORK

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


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


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


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


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


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


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.


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


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


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


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


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


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


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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Church & Dwight Pitch Brief

Healthcare

Transcript of Church & Dwight Pitch Brief