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Meagan Lande Elana Schlar Joni Lind

Meagan Lande Elana Schlar Joni Lind

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Meagan Lande Elana Schlar Joni Lind

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  1. 3-Clean Meagan Lande Elana Schlar Joni Lind

  2. AGENDA 1. Company Profile 2. Product Description 3. Situation Analysis 4. Marketing Strategy 5. Implementation 6. Financial Projections 7. Export Potential 8. Conclusion

  3. 3-Clean Company Profile • Subsidiary of Proctor and Gamble, Inc. • World leader in $4.5 billion manual and power toothbrush market • Emphasis on innovation and diversity • Oral B brushes used by more dentists and consumers than any other Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  4. 3-Clean Marketing Objective To enhance Oral B’s brand name, loyal customer base, and sales through the invention of an affordable, revolutionary toothbrush and also by offering outstanding dental care to better serve its clients and encourage them to live a healthier lifestyle Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  5. 3-Clean Product Description • Multi-purpose electric toothbrush that combines toothpaste, mouthwash, and floss • Includes hand grip, sleek style, and an array of colours • Convenient time and space saver • Offers a complete, professional clean every time Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  6. 3-Clean Product Description Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  7. 3-Clean Industry Analysis • Oral hygiene market has grown 33.1% over last five years • Current sales of 2.2 billion units • Forecast to grow 53.1% between 2005 and 2010 • Toothbrush sales growing at 10.9% per year • Consumers looking for value added products • Little differentiation between products • Currently no battery-powered toothbrush offers the 3-in-1 option Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  8. 3-Clean SWOT Analysis Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  9. 3-Clean Target Market • Business professionals and travelers • Age 35 to 65 • Toronto area • Professionals with above average income (> $75,000/year) • Approximate market size of 1,351,577 consumers or $27,018,024 Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  10. 3-Clean Product Strategy • Offer consumers an innovative and affordable product • Brush contains three main oral care products in one compact brush • All products are refillable • Offers convenience and acts as a time and space saver Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  11. 3-Clean Product Strategy Packaging • Prominently displays the Oral B logo and recognized seal of approval • Clear plastic casing • Insert that shows where each component is located • Oral B’s signature colours - light blue, turquoise, and white • Clearly display free package of floss that is included and indicate offer Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  12. 3-Clean Pricing Strategy Penetration Pricing • Price at $19.99 • $7 to $15 more than regular Oral B manual and battery-powered brushes • $50 to $100 less than high-end Oral B electric toothbrushes • Pack of refill brush heads at $19.99 Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  13. 3-Clean Promotional Strategy Promotional Objectives • Create consumer awareness • Generate consumer interest to learn more (online, store, and dentist) • Gain positive consumer assessment • Convince target market to purchase 3Clean toothbrush • Stress low cost of refills so consumers continue to buy the product Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  14. 3-Clean Promotional Strategy Our Message: “A complete clean every time” • Consistent with our marketing communication strategy • Stresses innovative and convenient feature of 3Clean toothbrush Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  15. 3-Clean Promotional Strategy Print Ads • Company colours (blue, white, turquoise) • Show the design of the brush • Appear in financial, travel, lifestyle sections of Toronto Star and Globe and Mail, MacLean’s • Possible large print ads in bus stops, subway cars, and airports Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  16. 3-Clean Promotional Strategy Television Ads • Use of humour • Include 3Clean message • Briefly outline advantages of brush • Run during morning and evening news on CTV, CityTV, and the travel channel for a 6-month period • Potential Ad Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  17. 3-Clean Promotional Strategy Internet • Add a descriptive section for 3Clean to Oral B’s website • Detail the design, features, and advantages of 3Clean • Include a direct link to purchase the product online Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  18. 3-Clean Place (Distribution) Strategy • Well-recognized chains of drugstores and department stores • Shoppers Drug Mart, Pharmaplus, Zellers, Wal-Mart, etc. Company Profile Product Situation Analysis Marketing Strategy • Available online through Oral B affiliated websites such as Amazon and several others Implementation Finances Export Potential Conclusion

  19. 3-Clean Implementation • Launch mid-June 2007 in Toronto at start of busiest travel season • Begin marketing several weeks before launch • Use of TV, newspaper, and small billboard ads on buses and at airports • Later expand into the rest of Canada • Expand into foreign markets in future Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  20. 3-Clean Implementation Mid-June 2007 Launch 3Clean in Toronto area with free gift Company Profile May 2007 Update Oral B website to include 3Clean info November 2007 Introduce Christmas ads Product Situation Analysis Marketing Strategy Implementation Start-June 2007 Begin 3Clean advertising campaign June 2008 Expand into rest of North American market Finances Export Potential September 2007 Discontinue free gift Conclusion

  21. 3-Clean Implementation Failure Strategy • Lower price to increase demand • Look into other markets (other cities, rest of Canada, etc.) • Expand and change promotional strategy (dental offices, possibly) Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  22. 3-Clean Financial Projections • 5% of target market purchases • Sales grow at same rate as power toothbrushes Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  23. 3-Clean Financial Projections Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  24. 3-Clean Financial Projections From Proctor & Gamble’s financial statements: • Selling, general, admin costs (includes R&D and advertising) are 32.02% of net sales • Cost of goods sold is 48.55% of net sales • Assume 70% of costs are fixed, 30% are variable Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  25. 3-Clean Financial Projections Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  26. 3-Clean Financial Projections Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  27. 3-Clean Financial Projections Break-Even Analysis • Units: 58,823.5 • Sales: $1,175,882.35 Company Profile Product Situation Analysis Market Share Analysis • $82.3 million in power toothbrush sales in Canada in 2005 • 16.26% of population in Toronto (StatsCan) • Therefore, $13.38 million in sales in Toronto • Units: 2.5% • Sales: 10.1% Marketing Strategy Implementation Finances Export Potential Conclusion

  28. 3-Clean Financial Projections Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  29. Why export to Norway? Politics PRS 92.0 (Highest political stability rating in the World) Economics $283,802 GDP measured at PPP (international $millions) Lifestyle Between 2000-2005 market for personal hygiene grew at an average annual rate of 1.4% Very conscious of personal hygiene and health 3-Clean Export Potential Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  30. Entry Strategy Joint venture with Alliance Unichem (Norway’s largest pharmacy) Increasingly important distribution channels and contribute to growth in the oral hygiene Give professional advice Use existing distribution channel (saves time and money) Expertise in adapting to culture, satisfying customers, economic and operating capabilities increased 3-Clean Export Potential Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  31. Changes to be made Similar cultures, therefore marketing strategy will remain constant from Canada Bilingual advertisements Norwegian ”Oral B TreFeilfri - en fullstendig feilfri hver gang” English “Oral B 3Clean - A Complete Clean Every Time” 3-Clean Export Potential Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  32. 3-Clean Sources • Canada. Statistics Canada. Canada’s National Statistical Agency. • Datamonitor. “Oral Hygiene in the United States: Industry Profile.” • Euromonitor International. "Cosmetics and Toiletries in Canada.” • PMB Print Measurement Bureau of Canada. • Proctor and Gamble Inc. “P&G 2006 Annual Report.” • Oral-B Website. “About Oral-B and Gillette.” Company Profile Product Situation Analysis Marketing Strategy Implementation Finances Export Potential Conclusion

  33. 3-Clean Group 10 December 4th, 2006