“Do Life, Not Dishes”Bold

Liquid

InnovativeSuperiorityEfficiency

Family

Advert. Materials

Users

Uses

Scrubbing system

PackagingDistribution ChannelsP&G

Herbal smell

Brand Colors

“Do life, not dishes”

POS Displays

Core & Extended Identity Statement

More effective and efficient.Limits need to scrub and scrub while non-abrasive. scrubbing system.Parity cleaning when diluted.

“Saves me time for my family.” “Cleaning dishes should be easy, not a chore.” “Trusted friend, supports my family and I.”

“I am a woman who wants to spend time with my family, not my dishes.”“I work hard, I deserve the best stuff and I refuse to settle for less.”“I’m a mother, not a housewife.”

FunctionalBenefits

EmotionalBenefits

Self- Expressive

Benefits

Thinking: “Bold is a high performance LDL that limits the need to scrub and scour dishes, and saves time and effort while also being non-abrasive through

our proprietary scrubbing system.”

Feeling: “Bold is the top-of-the-line cleaning solution to my

problems with tough caked-on dishes. It frees up time and

energy that I can spend on more important things like my family

and myself.”

“Do life, not dishes.”

Brand Positioning Statement

“Bold is the solution to all your problems with tough to clean dishes. It uses its

innovative and non-abrasive scrubbing system to assist in tough cleaning jobs and

is superior to any other system in the market. Now you can spend less time in the kitchen, and more time with more important things. Do Life, Not Dishes.”

Television Advertisements Magazine Ads Product

Placement Billboards Buzz Marketing

Cost: $10 MillionReach: ~1500 ads in1983 dollarsTarget: Family oriented shows (e.g. Family Matters, Brady Bunch)Prime-time and Day-timeCable and Network

1500

Cost: $10 MillionReach: ~1500 ads in1983 dollarsTarget: Family oriented shows (e.g. Family Matters, Brady Bunch)Prime-time and Day-timeCable and Network

• Cost: $3 million

• 20 womens/ family-centric magazines

• Emphasize our brand positioning

• Bold, Creative, Interactive, Stand Out from the Crowd

BillboardWe chose to do billboard advertising due to its cost/effectiveness and its consistent high exposure. Whereas TV advertisements are one-time affairs for 30 seconds, a billboard can be 24/7 365 days a year. We will place these billboards in close proximity to the 27% of grocery stores that account for 75 of sales volume (footnote 18 in case)Cost: $3,000,000 for 400 billboards

Cost: $2 millionSee Product in usageJudo Brand Diversion

Guerilla Marketing

“Meet Bold”“Bold to the

Rescue!”

Thanksgiving Mail-in Promotion/Guerilla Marketing

Cleaning crews to 20,000 household. 10,000 winners, 10,000 random

Put more strength behind family brand positioning going into the next year

January February March

Trade Allowance $2.70 per statistical case

Trade Allowance $2.70 per case

Trade Allowance $2.70 per case

Cost $ 283,500.00 $ 283,500.00 $ 756,000.00

# of HH - - -

Sample (1.5 oz. to 40 million HH) Trial Size 6 oz. for $0.40 + $0.50 premium sponge Ext. Co-Op

Cost $ 16,400,000.00 $ 478,800.00 $ 2,543,600.00

# of HH 14,000,000 630,000 1,566,000

Single Brand Mail Coupon (40 million HH)

Cost $ 6,383,600.00

# of HH 6,264,000

April May June

Demonstration vans (25 for 4 weeks, across country). They do product

demos, giveaway trial size and muscle t-shirts with slogan. 9am-5pm every day, three people at $10/hour vans

cost $100 rental gas $40 a day, giveaways 800 Bold per day ($0.30),

800 t-shirt ($4.00), miscellaneous expense ($20 a day). Gather survey

data

On-pack coupon 10% off on all sizes (on your next

purchase) (valid until august 1st) (mail-in details for

November dish cleaning)

Cost $ 2,814,000.00 $ 427,990.80

# of HH 140,000.00 216,247.50

July August September

Trade Allowance$2.70 per case

Bonus Pack 12 oz. free with the purchase of a 48 oz.

Cost $ 1,134,000.00 $ 168,932.40

# of HH 73,937.50

Price Pack 20% off all sizes

Cost $ 1,722,798.00

# of HH 1,441,650.00

Oct. November December

 

Deployment of cleaning teams nationwide $125 per house on

thanksgiving (20000 houses) (mail-in prize, mailing-in process begins in June

Mail-in for a $15 gift card with $5 of purchases in Bold items (first

100,000) (mail in-process ends December 1st, cards sent out 8th)

Cost

 

$ 2,500,000.00 $ 1,030,000.00

# of HH

 

   

ResultsTrial Goal 20,000,000

Trial Reached 24,331,835

Budget Available $37,000,000

Budget Used $36,926,721

Advertising Budget Available $18,000,000

Advertising Budget Used $18,000,000

Thanks from !Chalisa Poolvoraluck, Nitya Sahni, Ross Simons, and Youssef Talaat

January• Event 1A

– $2.70 trade allowance ($283,500)

• Event 1B – 1.5 oz. sample to 40 million

households– Cost: $16,400,000– 14,000,000 HH trial

• Event 1C– Single brand mail coupon to

remaining 40 million households– Cost: $6,383,600– 6,264,000 HH trial

Rationale: • Trade allowance will insure

that product gets stocked in stores at good line of sight.

• 1.5 oz. sample has high trial-generating ability and can be sent out for good value/trial

• Single brand chosen for its ability to avoid being lost in sea of other brands and for it’s higher redemption rates. Also, this allows us to perform brand positioning.

February• Event 2A

– $2.70 trade allowance ($283,500)

• Event 2B– 6 oz. Trial Size + on-pack sponge

for $0.40 total– Trial size: $0.12 revenue per sale

for total $151,200 revenue– Sponge: $0.50 times 1,260,000

sold items– Total Cost: $478,800– 630,000 HH trial (50%

incremental)

Rationale: Trade allowance continues. Trial size most liked device for consumers buying a brand never used before and sponge gains extra attention and special placement.

March• Event 3A–$2.70 TA cont. ($756,000)

• Event 3B– Ext. Co-op couponing

event–Cost: $2,543,600– Trial HH: 1,566,000 (25%

incremental)

Rationale: Necessary trade allowance continued from prior months. Co-op couponing events can only be done in month 3 and 7. Good value per trial #. Used instead of POS price pack to limit Dawn cannibalization.

AprilEvent 4A:April is the rollout of a big guerilla marketing promotional strategy (titled “Meet Bold”) involving product demonstrations, giveaways and 25 decorated Bold vans that hold events cross-country. • Cost: $2,814,000• Trial HH: 140,000• Primary Goal: awareness and “buzz” behind brand• Secondary Goal: Market Research

MayMay does not have promotional events. This was decided for a couple of reasons: the first

is avoid overabundance of promotion. The second reason was to avoid promoting when

Dawn is doing a trade allowance and FSI couponing. It’s important that we avoid promotion with Dawn where possible as

Dawn’s primary benefit is performance and stands to receive a disproportionate amount

of cannibalization if we are not careful

June• Event 5A– On-pack coupon for 10%

off all sizes to be used on next purchase.

– Cost: $427,990– Trial HH: 216,247

• Also attached: details on our “Bold to the Rescue” mail-in offer

Rationale: Due to high trial levels, the remainder of the year we are looking to drive repeat rates and do promotional events that implant our brand CVP in the consumer’s mind. There is more on the mail-in offer on the November slide.

JulyThere is nothing new scheduled in July to

avoid competition with Dawn and to avoid overabundance of promotional events. On-

pack coupons from previous month can still be redeemed in the month of July.

August• Event 6A:– Trade allowance of $2.70

($1,134,000)

• Event 6B– Price Pack for 20% off all

sizes. – Advertising for “Bold to

the Rescue” continues.

– Cost: $1,722, 800– Trial HH: 1,441,650

Rationale: Trade allowance and price pack chosen to get preferred stocking and line of sight in distribution channels. Price pack chosen for it’s excellent ability to drive repeat purchases. Advertising continues to keep promotion relevant

September• Event 7A–Bonus Pack:–12 oz. free with

48 oz.–Cost: $168,932–Trial HH: 73,937

Rationale: Chosen to draw attention, gain better placement in stores and to encourage repeat purchases

OctoberNo promotion chosen for October to limit cannibalization of Dawn and to avoid overabundance of promotional

events. There is also a break to continue preparation for thanksgiving promotion.

November• Event 8A

– Deployment of thanksgiving dinner cleaning teams nationwide that enter houses and clean up after thanksgiving dinner for free using Bold. 10,000 mail-in winners, 10,000 random houses chosen also.

– Cost: $2,500,000

• Mail-in process for December promotion begins.

Rationale: At this point we have large trial points and sustained repeat. This promotion is to drive word-of-mouth and to hammer home our brand positioning of saving female HOH time so they can spend it on more important things (e.g. family on holidays).

December• Event 9A– Mail-in event– $5 in proof of purchase

for a $15 gift card to family-oriented stores

– 100,000 households– Cost: $1,030,000

($30,000 delivery fee)

Rationale: Event chosen to drive repeat and continue Bold’s movement into a trusted friendship role in our target market’s eyes