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Way Forward
Product
Pure and Gentle Oil Clear Germshield
platform variant
Gentle Care
Pure and Gentle
Oil Control
Oil Clear
benefit rtb
Brand Benefit
Innocent Skin
Oil-Clear Skin
Packaging
Pricing
Lux 100 Index Santoor 100 Index Dettol 150 Index Dove 270 Index Nivea 200 Index Palmolive 150 Index
Competitive Brands
Dove : Not a soap .. 1/4th moisturising cream Lux International The right care for your skin Palmolive Extra Care Soft skin that you can feel Camay International For soft, smooth skin Nivea Creamy care for soft skin
3.4
3
3.6
3.9 3.5
4.0
3.8
4.0
1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 YTD 2010 Oct
Steady upward growth seen on brand While it is a seasonal brand with heavy upward swings in winter, introducing variants have helped retain brand shares even in summer
4.0
3.8
HH (%)
1.5
0.13 0 Q3'08
0.13
0.14
0.09
0.05 Q3'09
0.06 Q4'09
0.08
0.06 Q2'10
Q4'08
Q1'09
Q2'09
Q1'10
Pears
Pears Minis
Pears Singles
Pears MLPs
Decline has slowed down after significant drops in previous 2 quarters, however usership levels lower than YA Similar trends seen for Singles and Minis; MLPs maintain penetration on a low base
2011 onwards
New campaign being planned to grow Pears further Issues & Opportunities for Pears
Grow penetration with new proposition to try appealing to new consumers Keep growing through SOR growth among existing users
New Campaign
Look at the campaign in entirety & propose an IBC plan for the new Pears campaign Make a plan that convinces your Category head to release extra budgets for your campaign
TV advertising for next 40cr You want to ask for extra money on top of this to grow the brand
Campaign Summary Objective New users or SOR? Campaign Idea: [ Target group for the campaign Channels to use Executions:
1. 2. 3. 4. _____________ _____________ _____________ _____________ Rationale for the budgeting
Execution
What is the idea? What is the evidence, it will work? What are the risks?
Thats it!
A few tips
Remember to nurture ideas Be business minded, yet creative Make sure you have explored every P to see if you are doing enough Create scalable plans