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The Marketers Consulting

The Marketers Consulting. Dursun Nas Executive Director Barry Luong Program Executive Erguen Aldeniz Finance Director Richard Ching Graphics Director. Ann Smalley Sales Director Lily Cooc Consumer Analyst Juny Kim Marketing Director. Chris Wright Dilemma .

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The Marketers Consulting

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  1. The Marketers Consulting Dursun Nas Executive Director Barry Luong Program Executive Erguen Aldeniz Finance Director Richard Ching Graphics Director Ann Smalley Sales Director Lily Cooc Consumer Analyst Juny Kim Marketing Director

  2. Chris Wright Dilemma • Introduction of a new brand • Product Improvement • Increased marketing expenditures

  3. Product Improvement Add H-80 to Dawn Liquid Customer preference High NPV Low Cannibalization Restage Joy with the new “no-spot” formula Customer preference Quick return of investment

  4. Procter & Gamble • Quality Goods • Honesty • New-product development • Dedicated and talented resources • Prudent and conservative management • Innovative products • Marketing expertise

  5. Consumer Preference • Top five attributes • Feelings on dishwashing • Wants and Needs

  6. Why Not a New Product? • Initial capital investment and cost • Time to introduction to marketplace • Cannibalization • Net present value

  7. Net Present Value of a New Product ($12)

  8. Why Not More Marketing? • Cannibalization • Break Even Analysis

  9. Break-Even Analysis

  10. Why Product Improvement • H-80 Formula • $20 Million Initial Investment • $10 Million Incremental Marketing • Time To Market

  11. Which Product to Improve Upon DAWN JOY IVORY LIQUID

  12. Financial Analysis – Ivory Liquid • Consumer preference • Thrill

  13. Joy • No-Spot Formula • Financial Analysis

  14. Financial Analysis - Joy $70

  15. Dawn • Performance Enhancement • Consumer Preference • Financial Analysis

  16. Financial Analysis - Dawn

  17. Implementation Plan • Commercial campaigns on day-time and prime-time television • Publications • Rebates/coupons • Direct mailer

  18. Conclusion • Combined NPV • Consumer preference maximized • Continuity of Procter & Gamble corporate philosophy

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