Purclean Beyond 2017
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Transcript of Purclean Beyond 2017
![Page 1: Purclean Beyond 2017](https://reader034.fdocuments.in/reader034/viewer/2022051707/58ed2aa91a28abd2508b4687/html5/thumbnails/1.jpg)
THE PURFECT PLANBURNABY NORTH PRESENTS
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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
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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)
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PROBLEM STATMENTHow can we market Tide Purclean to capture a
substantial market share in the next 7 months in Canada?
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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)
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SWOT ANALYSIS
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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)
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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)
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OPPORTUNUTIES
• Increasing awareness of environmental issues (Cohen, 2015)
• An untapped target market (P&G 2015)
• Rising number of mothers on social media (Crous, 2016)
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THREATS• Numerous established competitors (P&G, 2016)
• Many cheaper alternatives (McPhee, 2016)
• Weak economic growth can affect consumer spending (Phillips, 2015)
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COMPETITIVE ANAYLSIS
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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
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6%5%
15%
60%
14%HenkelUnilever
Church& DwightP&G
Other
MARKET SHARES
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INDIRECT• Dry cleaning
• Laundromats
• Oxi Clean stain remover
• Bleach
• Disposable undergarments
• Baking soda
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TARGET MARKET• Families
• Middle and high income
• Premium products with low prices
• Older age groups
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MARKETING PLAN
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PURFECT WITH PURCLEAN
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THE DIFFERENCE IS UNREAL
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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
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ONLINE PRESENCE• Enhanced Facebook presence
• Top social media sites include Facebook and Pinterest (Edison
Research, 2016)
• Social media servicing (J.D. Power,
2017)
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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
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IMPLEMENTATION PLAN
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TIMELINEFEB MAR APR MAY JUN JULY AUG
BRAND REDESIGN
RETAIL PARTNER
SNS PRESENCE
VALUE PACKAGE
FOR A PURFECT MOTHER
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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
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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
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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/