1. Brand Management
in a Multinational
Company
Feel Confident through
Nature Power
1. Borkowski Kamil
2. Dudek Edyta
3. Majewska Magda
4. Mangała Joanna
5. Pruchnik Kamil

2. 1.Shampoos& conditioners – constant growth (MAT vol. MJ +5,8%; +12,6%)
2.Conditioners- great growth potential (CDI 63 PL vs 144 UK)
The story told in in sh. presentation.
3.P&G- leader the (val. 21%), weak position in con.(7,3%)
Team Agenda
Executive Summary
Landscape Assessment The Product Change
The Evolution of The Product’s Message
WHO, WHAT, HOW
POD
DISTRIBUTION PRICING SHELVING
MERCHANDISING VISIBILITY PACKAGE
Differences between Standard and Natural Line
Promotion Plan Budget & Profit
Appendix
2

3. 1.Shampoos& conditioners – constant growth (MAT vol. MJ +5,8%; +12,6%)
2.Conditioners- great growth potential (CDI 63 PL vs 144 UK)
Executive summary (val. 21%), weak position in con.(7,3%)
3.P&G- leader in sh.
The purpose of the presentation – the goal, the road and the achievement Navigator
The Evolution of The Product’s Message
The Goal Our goal was to develop a marketing strategy which should result in at least 20% W HO, W HAT, HOW
(what was the increase in profitability in 3 years, while the marketing budget for each year is cut by 30% POD
task?) (in comparison to the year 2007).
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Appendix
In order to achieve this goal we have developed a new product line.
The new product line is more „green” and „natural” which is justified by the desires and
characteristics of our prime prospect (WHO). The product is focused on making the
customer feel more confident through nature power (WHAT).
The Road
(how did we solve It is to be promoted by a strong marketing campaign which would emphasize the promise
the case, what of the product. We used the DPSM (Distribution, Pricing, Merchandising & Shelving)
were the ideas?) methodology to develop an in-depth marketing strategy.
In order to emphasize the natural aspect of the product we created 4 green marketing
actions which are Green Day, Green Box, Green Zone and Green Summer.
Discover the
whole story …
The Achievement According to our simulations, by using the developed strategy we would be able to
(what was the generate more than 20% of the increase in profit (with 15% lower budget).
result of our
work?)
3

4. 1.Shampoos& conditioners – constant growth (MAT vol. MJ +5,8%; +12,6%)
Due to upcoming great growthrecession wePL vs 144 UK)
2.Conditioners- possible potential (CDI 63 need to launch a new line that will be more resilient
3.P&G- leader in sh. (val. 21%), weak position in con.(7,3%)
and boost our profits by concentrating on conditioners.
Landscape Assessment (5 points) Navigator
…adfsa
5 Key Points of Landscape Assessment The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Size & Dynamics Market structure Competition review Winnig strategies Differences between Standard and Natural Line
Appendix
• Conditioners - • Increasing significance of • Pantene’s main • Building competitiveness
great growth chemical stores competitor - Elseve in conditioners
potential
• Low WD of Pantene in HFS • 3 key players • Building strong and
• P&G – weak (P&G, Unilever, consistent brand equity
position in • Color and D&D segments Loreal)
conditioners rising importance • High WD in HFS
• Possible • Rising Natural segment -
recession considered resilient to
recession
Find out how
much we want
to change
Opportunities for Pantene Pantene
Strategy efficiency in crisis: Focus on conditioners sales increase, Natural segment,
Color and D&D category, Premium pricing tier but price promotions, In-store promotion
4

5. And the next was to ask ourselves: what is it in the message of Pantene now, that does not
work well? We decided that it was the lack of „nature” …
The Product Change Navigator
What does Pantene promise now? What will Pantene promise? The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Appendix
Find out why
Health Professional
we want to
focus on
Professional Beauty Nature
Beauty
Nature
Scientific
5

6. … and recreated the value tower of the product, focusing more on natural aspect (but not
throwing away the professionalism of the product) …
The Evolution of The Products’ Message Navigator
Pantene’s value tower W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Pantene What is the product?
Appendix
Professional
Beauty
Nature
What can a haircare brand
promise to consumers?
(values)
What can consumers want
Security, Happiness, Energy, from a haircare brand?
Lightheartedness, Exceptionality, Trust (emotions) Find out which
Prime
Prospect suits
Why consumers choose this the product
Feel Confident particular brand in store vs.
many others? (the promise) most (WHO)
What does Pantene stand for?
Feel Confident through Nature Power (slogan)
6

7. … after that we searched for our Prime Prospect and decided that the second group was the
most suitable …
WHO – Prime Prospect Navigator
Most important charasteristics of Prime Prospect 2 W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
40s-50s living in big cities. Differences between Standard and Natural Line
Not always happy about her life
what others think of her Appendix
But she views it as extension of her innerself.
in natural products Likes to shop for hair products
Likes salon quality products, without salon price. Promising PP due
to increasingly
ageing population
Her Values Her life story …
She is 40-50 years old. Her children are grown ups by now, and they have just left
the house. Suddenly, she discovered, that she has a lot of free time.
Concern about her look.
Furthermore, so far, she was focusing on her children not on herself. Find out what
is the Prime
Likes natural products. The world has changed in that time as well – and she wasn’t able to keep up.
Prospect
She does not feel confident. Holistic Profile
Wants to be cared for.
One day, she looked in the mirror, and she noticed that she was not as pretty as
she used to be before and that she was not taking proper cafe of her beauty.
Beauty is an extension of her
innerself. Therefore, she transforms her free time, money and energy into her beauty.
She wants to be gorgeous again, noticed by others.
7

8. … we called her the „Confidence Seeker”. She is a women in 40s or 50s with a lot of free time
and with the desire to be beautiful once again …
WHO - Holistic Profile Navigator
Confidence Seeker The Evolution of The Product’s Message
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Shopping habits Social demographics
Appendix
• Buying for herself and appreciate promotions (bundles), • Mid age,
• Prefers to shop in smaller supermarkets, chemical chains • Empty Nest.
and HFS.
•
Habits and practices Attitudes & values
• Values naturality and healthy
• Has free time and enjoys shopping, environment,
Find out what
• Open to new products. • Health conscious. is the
product’s
equity triangle
Needs and desires (WHAT)
Desired consumer experience
• Influenced by smell, • Seeks confidence,
• Natural connotations. • Expert advice seeker.
8

9. … she will buy the new Pantene thanks to our experience and natural aspect of the product
followed by a catchy slogan …
WHAT Navigator
…adfsa
Equity Triangle + Reasons to Believe + Benefit The Evolution of The Product’s Message
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Reasons to Believe Appendix
Overall Equity
equity attriubutes
Feel
Confident
Years of experience in
Professional, professional and natural hair
care.
Beauty,
Brand Design and
character Nature execution
High Quality + Affordable Price Find out how
Benefit
Sustainable effect, Revitalizing we want to
properties
communicate
Professionalism + Naturality
with our
Keeps you healthy and consumers
naturaly beautiful - enhances (HOW)
Green color, professional characteristics and confidence, because the
design, handy bigger bottle, bundles, distinctive beauty is your inner natural
smell beauty.
9

10. … which will be implemented in our marketing strategy. The main communication idea is
therefore that Pantente will provide you with Confidence through Nature Power …
HOW – the mechanics Navigator
The mechanics of our „HOW to reach the target” strategy
…adfsa The Evolution of The Product’s Message
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Appendix
Feel Confident Short TV commercials
through Nature in between TV series
Power
Communication Women Magazines
idea
In-store
(Pantene Green Days,
Building Equity Objective Green Box, Green
Zone)
Outdoor
Find out more
Shopping detalis
Mailers
Evening TV watching regarding our
(Chemicals, C&C)
Weekend magazines Receptivity Communication HOW strategy
reading insight plan WOM
Beginning of New
Year and pre-summer
Bundles
period
10

11. … and the best place to sell new Pantene is in Chemicals. Additionally, the best advertising
strategy will be focused on using professional advice.
HOW – the details Navigator
The mechanics of our „HOW to reach the target” strategy
…adfsa The Evolution of The Product’s Message
W HO, W HAT, HOW
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Packages Category segment Channels Appendix
• HFS + Chemical others - standard packages; TV
• Bundles: 450 ml •New Line: Natural commercials ; C&C magazines and in-store promotions
shampoo (100ml with 2 categories:
bonus) + 200 ml Color, D&D • Discounters (Biedronka, Lidl) – In&Out: 290 ml sh. and 232
conditioner ml con.
• Separate bottles: • Chemicals (chemical chains) – bundles and small
200 ml + 290 ml packages; green box action
(In&Out) + 450 ml
shampoos and Pricing Find out why
200 ml + 232 ml we believe,
(In&Out) • Premium Tier Pantene will
conditioners (standard sizes) be able to
+ High-Mid Tier •Super & Hyper – bundles and small packages; our experts compete with
(promotion to advice consumers to buy Pantene (Green initiatives) Timotei
bundles and
In&Out) • Other & Mixed Stores – small packages
11

12. The new Pantene will move to direct competition with Timotei (strong in Natural segment).
However, we believe that thanks to more professional like values in the product, Pantene will
win this race and gain the upper hand in the market.
PANTENE’s - POD Navigator
Why should our Confidence Seeker buy Pantene instead of Timotei which is cheaper? The Evolution of The Product’s Message
W HO, W HAT, HOW
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
The reasons Appendix
Our main competiror is Elseve
(Premium Pricing Tier) but presence
in Natural segment means direct Our professional experience enables us to
competition with Timotei deliver the best of the natural properties of herbs
Sustainable effects and revitalizing properties
2 categories addressed specifically at PP’s needs
Sophisticated, elegant bottles with better suited
sizing, as well as promotion bundles
Strong presence in discounters (In&Out)
VS. Expert advices
Distinctive scent
Learn about
REASON TO BELIEVE - years of experience in our DPSM+V
professional hair care strategy
Given the experience, more professional like design and individual approach to PP of Pantene, the target buyer will
be willing to spend more for the product (since PP is not strongly price sensitive and consumers in Natural
segment are willing to spend more for special properties of the product).
12

13. Our DPSM+V strategy begins with distribution conception, which is focused on super &
hypermarkets, discounters, chemical chains, HFS and mixed stores …
DISTRIBUTION Navigator
Standard & Natural Line
The Evolution of The Product’s Message
SUPER & W HO, W HAT, HOW
HYPER POD
PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
New
distribution
Appendix
channels
DISCOUNTERS
CHEMICAL
(only Natural CHAINS
Line)
DISTRIBUTION
CHANNELS
Learn about
tha details of
our
MIXED PRICING
HFS strategy
STORES
13

14. … for both lines the pricing strategy should be as much coherent as it is possible …
PRICING – Standard Line Navigator
The mechanics of PRICING STRATEGY – Standard Line The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Type Packages Pricing Channels Reason Appendix
(High – Mid Pricing Tier)
• bundle & virtual: 10% • consumer: 10%
Promotional
•350 ml shampoo
discount vs. std. price (sh. • Super & Hyper discount
(77ml bonus) + 200 ml
109 per pack vs. 250 ml • P&G: skimming on
conditioner
[-22%] con. 105vs. 200 ml • Chemicals con. (+5%, con./sh.
[+5%]) = 1,2 per pack)
• shampoo @ 80 per pack Check out
• 250 ml shampoo
(Premium Pricing Tier)
the Pricing
• 200 ml conditioner to main competitor 250 ml • std. portfolio
• conditioner @ 100 to main Strategy for
• Super & Hyper known to
Standard
competitor 200 ml Natural Line
• Chemicals consumers
• HFS • pricing coherency
• Other & Mixed in lines
• 350 ml (sh.) • sh.: 7,8% discount vs. (350ml/450ml*10%)
standard price
14

15. … and the pricing strategy should consist of two segments: Promotional which
aim is to introduce Pantene to High-Mid and Standard – Premium Pricing Tier …
PRICING – Natural Line Navigator
The mechanics of PRICING STRATEGY – Natural Line The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION VISIBILITY
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Type Packages Pricing Channels Reason Appendix
• bundle & virtual: 10% • consumer: 10%
• 450 ml shampoo discount vs. std. price (sh. • Super & Hyper discount
(High – Mid Pricing Tier)
(100ml bonus) + 200 140 per pack vs. 250 ml [-22%] • P&G: skimming on
Promotional
ml conditioner con. 110 vs. 200 ml [+10%]) • Chemicals con. (+10%, con./sh.
= 1,2 per pack)
(IN & OUT) • to be present @
discounters
• 290 ml shampoo • +6% vs. std. price
• Discounters • not common vol. –
• 232 ml conditioner • +16% vs. std. vol. (ml)
obstacle for other
channels to buy
Find out our
shelf
• shampoo @ 80 per pack
(Premium Pricing Tier)
• 250 ml shampoo to main competitor 250 ml
placement
• 200 ml conditioner • conditioner @ 100 to main • Super & Hyper
approach
Standard
• std. portfolio
competitor 200 ml • Chemicals
known to
• HFS
consumers
• Other & Mixed
• 450 ml (sh.) • sh.: 10% discount vs.
standard price
15

16. … and our shelving concept encompasses Pantene products on all shelf levels in
Hypermarkets & Chemicals as well as on Eye-level shelf and the second best shelf level in
Discounters and HFS & mixed stores respectively …
SHELVING Navigator
What should …adfsa
be the shelf placement? The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING
SHELVING MERCHANDISING PACKAGE
Differences between Standard and Natural Line
Shelf space % =
Pantene products placed Hypermarkets and Appendix
desired volume
vertically on all shelf
share
levels from top to the Chemicals
bottom 12%
Discounters
One product category on • Eye-level shelf
each shelf level • Each product of each
category in non-
• Dry & Damaged standard sizes Discover
• Color the Green
part of our
HFS & mixed stores story!
• The second best shelf
level
Eye-level category: • Each product of each
Color category (standard sizes)
16

17. … the Green message of our product will be expressed by four actions: Green Day, Green
Box, Green Zone and Green Summer …
MERCHANDISING Navigator
The four actions to improve the „green” promise of the product The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
MERCHANDISING PACKAGE
Green Day Expert Advice in Super&Hyper on hair condition and personal health maintenance.
(GD)
Appendix
Green Box Huge Boxes imitating bottle of Natural Line shampoo in Chemical Chains where women can put empty
packages of Pantene products. One small empty bottle is the one stamp; Two stamps for big bottles; 10
(GB) stamps: receipt of one new conditioner of Natural line.
Green Zone Present in Super&Hyper stores. The action uses shelves (shelf dividers, stoppers, shelf liners, wobblers,
(GZ) with product description to educate consumers), floor (stickers imitating grass, trees, flowers).
Green
Outdoor actions in Green Places in major cities (like Pola Mokotowskie and Łazienki in Warsaw as well
Summer
as Planty in Cracov). Again expert advice on hair conditions. Special hair washing zones.
(GS)
Green Strategy Year Timeline Find out
about our
1 2 3 4 5 6 7 8 9 10 11 12 overall
GD VISIBILITY
conception
GB
GS
GZ
17

18. … and all the described parts: DPSM contribute to the overall Visibility of our new product.
VISIBILITY Navigator
How do we make our new products VISIBLE? The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING PACKAGE
(D) Differences between Standard and Natural Line
Super & Hyper
Appendix
Discounters
Chemicals
HFS
Mixed stores
(M) Our DPSM+V
Green zone (expert advice)
(S) strategy
All shelf levels in Hyper &
Products on the end of the
whole stand (main alley) VISIBILITY Chemicals
ensures
successful
Promotions (bundles + In&Out) Eye-level shelf in Discounters launch of our
Hanging posters, lightboxes The second best shelf level in new product!
HFS & mixed stores
Now take a
look at our
(P) PACKAGE
Premium Tier (standard concept
products)
High-Mid Tier (bundles and
In&Out)
18

19. The package should also be easily distinguished so its new version is required.
PACKAGE draft conception for Natural Line Navigator
Shampoo Conditioner
Ecological approach The Evolution of The Product’s Message
• Bottles made up to 59% plant-
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
based plastic, excluding cap SHELVING MERCHANDISING
Differences between Standard and Natural Line
Appendix
Color matters
(product category) Position differs
• Shampoo – standard
•Color
• Conditioner – upside down
•Dry & Damaged
Catchy slogan
Etiquette • Promise
(place for etiquette) • Value unique to this
particular line
• Color regarding particular product
category
• Graphics (naturality + professionalism) See the
difference
between
Standard and
Green cap Natural Line!
• Green cap in order to rise connotations
with naturality
19

20. Differentiantion of our products: Standard and Natural Line.
We would like to prevent the product cannibalisation.
Differences between Standard and Natural Line Navigator
The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Appendix
What communication does client
of Standard and Natural Line look Communication
Communication for? contains more
contains more green color, we
gold color, we want to
Explore our
want to emphasize the Marketing
emphasize the nature and Strategy
luxury health Timeline

21. Promotion plan for two lines of our products (Standard and new Natural) is different. We start
promoting Natural Line one year later, because we have to prepare the Natural Line launch
which lasts 1 year.
Promotion Plan for Standard and Natural Line (How) Navigator
Suggested Marketing Strategy Time Line for 3 years The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
Promotion Plan for Pantene Standard Differences between Standard and Natural Line
I II III Appendix
I II III IV I II III IV I II III IV
Virtual packing
Bundle
Ads in women magazines
TV commercials
Outdoor
In-store
Mailers
Promotion Plan for Pantene Natural
Virtual packing
Bundle
Ads in women magazines Natural Line See how the
TV commercials
preparation strategy will
Outdoor
In-store work!
Mailers Discover the
profits and
100%
80%
assumed
60% budget!
Marketing Budget 40%
(proportions) 20%
0%
2008 2009 2010 2008-2010
Natural 0% 50% 40% 30%
Standard 100% 50% 60% 70%

22. We managed to achieve 20% profit, limiting marketing budget by 15%.
Forecasted Profit - calculations Navigator
Budget & Profit The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
SU Differences between Standard and Natural Line
2 252 798 Appendix
GROSS
SALES
NOS
48 927 272 35 227 636
PROFIT
Price List
5 146 000
LOGISTICS
7 339 091
TOTAL PROMOTION
COSTS 6 360 545
MANUFACTURING
43 781 272 8 317 636
MAIN ASSUMPTION:
MARKETING
NOS=72%GROSS 9 532 182
SALES SALARIES
12 231 818

23. Brand Management
in a Multinational
Company
1. Borkowski Kamil
2. Dudek Edyta
3. Majewska Magda
4. Mangała Joanna Feel Confident through
5. Pruchnik Kamil Nature Power

24. Appendix

25. Appendix 1- Landscape Assesment
Size & Dynamics Market structure Competition review Winnig strategies
• Shampoos & • Increasing significance of chemical stores • Competitive and • Nivea & Timotei (val. share
conditioners - constant (sales vol. share +13,3% on sh., +10,6% on fragmented (10 strong con. +100%; +20%) - 250 ml +
growth (MAT vol. MJ con.) brands < 10% vol. 100 ml free
+5,8%; +12,6%) share)
• Low WD of Pantene in HFS • Building competitiveness in
• Conditioners - great (0 SKU’s >40wd) • Value share- 50% con. (val. per su ix 115 vs. sh.)
growth potential (CDI 63 (P&G, Unilever, Loreal
PL vs. 144 UK) • P&G portfolio underrepresented in fastest ) • Building strong and consistent
growing price tier (High-Mid +11%) brand equity (TOMA -Timotei
• P&G - leader in sh. • Pantene’s main +3,6%)
(val. 21%), weak • Color and D&D segments rising importance competitor - Elseve
position in con.(7,3%) due to High-Mid tier rise (val. Share -0,2% sh.; • High WD in HFS (Timotei 9;
+7,2% con. vs. Dove 6 # of SKU’s > 40wd)
• Rising Natural segment (Timotei – strong Pantene)
player), considered resilient to recession
• Sizing <200 potential (53,7 NOS/su); upsizing
trend
Focus on conditioners, Natural segment, Premium pricing tier, Color and D&D category, chemical chains (bigger sizes) and
HFS (smaller sizes) and our brand equity!
Strategy efficicient in crisis: Focus on conditioners sales increase, Natural segment, Color category, Premium pricing tier but
Price promotions, In-store promotion
25

26. Back-up Slide
Forecasted Profit – Manufacturing, Marketing & Logistics Navigator
Costs for Manufacturing, Marketing, and Logistics The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
LIST PRICE
Manufacturing
Differences between Standard and Natural Line
???
GROSS SALES
48 927 272
PROFIT
SU
???
5 146 000
LOGISTICS
5 871 273
Assumed total cost 8 317 636
PROMOTION
TOTAL COSTS
7 828 364
MANUFACTURING
43 781 272
8 317 636
MARKETING
11 000 000
SALARIES
10 764 000
Logistics Marketing
Action % Cost Action %Cost
Gren Zone 7% Outdoor 13%
We assume it accounts for
Green Box 18% Shelving 9%
15% of Gross Sales
TV 32% Green Day 9%
Mailers 3% Displace 3%
Ads Magazines 6%

27. Back-up Slide
Forecasted Profit – List Price Navigator
PRICE LIST CALCULATIONS The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
LIST PRICE
Differences between Standard and Natural Line
Assumption:
???
GROSS SALES
PROFIT
48 927 272
Average for all Pantene NOS$/su 15,55
SU
5 146 000
???
Sales of sh 489 870 15,05 NOS/su
LOGISTICS
5 871 273
Sales of con 95 433 18,06 NOS/su
PROMOTION
TOTAL COSTS
7 828 364
MANUFACTURING
Ratio of con/sh 1,20
43 781 272
8 317 636
MARKETING
11 000 000
NOS 9 096 750,00
SALARIES
10 764 000
Year Assumption: Ratio of NO/SU is the same
Sales of sh 518 282 15,05 NOS
2 008
Sales of con 107 458 18,06 9 741 564
Sales of sh 639 708 15,05 NOS
2 009 35 227 648
Sales of con 163 483 18,06 12 581 050
Sales of sh 656 142 15,05 NOS
2 010
Sales of con 167 726 18,06 12 905 034

28. Back-up Slide
Forecasted Profit – Sold SU Navigator
SOLD SU CALCULATIONS The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
LIST PRICE
???
virtual/bundle Differences between Standard and Natural Line
20 609 10%
GROSS SALES
48 927 272
250 ml
119 533 58%
PROFIT
SU
Shampoo 450 ml
???
5 146 000
LOGISTICS
Natural Line 206 091 24 731 12%
5 871 273
(27 79 51) 290 ml
PROMOTION
TOTAL COSTS
7 828 364 41 218 20%
MANUFACTURING
43 781 272
8 317 636
MARKETING 200 ml
11 000 000
SALARIES
Conditioner 40 472 56%
10 764 000
71 860 232 ml
10 779 15%
virtual/bundle
20 609 29%
Amount of sh in 3 years
(1 814 130)
Total SU
2 252 798 Amount of con in 3 years 250 ml
(438 668) 1 173 868 73%
350 ml
Shampoo 289 447 18%
1 608 039 virtual/bundle
Standard Line 144724 9%
(1 974 847)
Conditioner
366 808 200 ml
222 084 61%
virtual/bundle
144 724 39%

29. Back-up Slide
Forcasted Profit – Promotion Costs Calculations Navigator
PROMOTION COSTS CALCULATIONS The Evolution of The Product’s Message
W HO, W HAT, HOW
POD
DISTRIBUTION PRICING VISIBILITY
SHELVING MERCHANDISING PACKAGE
LIST PRICE
Differences between Standard and Natural Line
???
GROSS SALES
48 927 272
PROFIT
SU
???
5 146 000
LOGISTICS
5 871 273
PROMOTION
TOTAL COSTS
7 828 364
MANUFACTURING
43 781 272
8 317 636
MARKETING
11 000 000
SALARIES
10 764 000
Action Average cost of shampoo with su Average cost of con with su
Virtual/bundle 3,31 -2,16
In&Out 1,50 1,80
Volume Discount Natural 1,50 -
Volume Discount Standard 1,17 -