Soaps & Detergents

1. Soaps & Detergents Megan Eisenbrown, Juliet Levine, Hillary Pond and Rachel Woloszynski

2. Agenda Analysis & Recommendations

3. Why Soaps & Detergents?

4. Industry Structure Soap & Cleaning Compound Manufacturing in the United States

5. Industry Overview • Definition: Substances that loosen and remove soil from a surface for personal hygiene, sanitization or cleaning clothes, linens, and furnishings. • Major products: • Soaps and detergents, polishes and other sanitation goods, surfactants and finishing agents • Major functions: • Prepare, manufacture, and package cleaning compounds

6. Soaps & Detergents Overview

7. Soaps & Detergents Overview

8. Demand Drivers World Price of Crude Oil Drive/stifle industry growth Per Capita Disposable Income

9. Demand Drivers FY13: The increase in per capita disposable income is expected to drive growth in the industry in 2013.

10. International Trade Expansion Opportunity Core Market Industry exports generate $8.6B annually, or 15.4% of industry revenue.

11. International Trade

12. Market Segmentation • Soaps and detergents are sold directly from the wholesaler to commercial businesses and through retail outlets for the everyday, average consumer Commercial Sales • Food Service Establishments • Healthcare Providers • Lodging Establishments Household Sales • Supermarkets and Mass Merchandisers • Convenience Stores • Independent Retailers

13. Market Segmentation

14. Barriers to Entry High Competition Medium Concentration Factors affecting entry Government Regulation High Capital Costs Mature Life Cycle High Marketing Costs Overall difficulty of entry: Medium

15. Competitive Landscape • Companies: 1,964 • Major Players: 4 • HHI: 541.71 “The top 50 companies hold about 90% of the market.” -FirstResearch

16. Ecolab S.C. Johnson Colgate-Palmolive Procter & Gamble • MarketShare:5.9% • FY12 Profits: $3.2B • 5-Year GrowthRate: 6.7% • Brands:Ecolab • MarketShare:9.5% • FY12 Profits: $15.2B • 5-Year GrowthRate: 2.9% • Brands:Pledge, Glade, Windex, Ziplox • MarketShare:5.7% • FY12 Profits: $3.1B • 5-Year GrowthRate: 2.4% • Brands: Colgate Toothpaste, Irish Spring, Palmolive • MarketShare: 19.6% • FY12 Profits: $10.7B • 5-Year GrowthRate: 3.4% • Brands: Tide, Cascade, Charmin, Crest Major Players

17. Industry Trends • Employment • Fewer workers due to increased automation • Decrease in production costs • Emerging Markets • The U.S. market is stagnant • Increased of acceptance of products and per capita income in undeveloped nations • Increasing Regulation • Further the green movement within the industry

18. Advertising Strategies and Analysis

19. Product Differentiation

20. Differentiated Packaging

21. Cross Promotion

22. Online Advertising & Social Media • Add pictures

23. Informative

24. Ad Characteristics Observations

25. Sales Promotion

26. YouTube

27. Celebrity Endorsement http://www.youtube.com/watch?v=fxVUPe2nQj8

28. Humor Advertising

29. Comparative Advertising

30. Sustainability Initiative

31. Social Responsibility

32. Sponsorships

33. Brand Loyalty

34. Brand Equity

35. Industry Ratios Comparing the Top 3 Companies in the Industry

36. Total Advertising Expenditure by Company

37. Advertising-to-Sales Ratio

38. Television Advertisements Analyzing Raw Data

39. Spending per Media Type

40. Spending per Network

41. Spending per Program Type

42. Advertising Expenditure by Product

43. Spending per Network

44. Spending per Program Type

45. Spending per Week Day

46. Spending by Day Part

47. Ad Spending on Primetime

48. Ad Observations: Key Findings All

49. Ad Observation: Spanish Demographic

50. Recommendation Industry and Advertising Analysis