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Rich Reader

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Mo Mellady founder & voice of PlanetCheck And also the voice of animated cult hero Erin of Esurance

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41 Running head: P&G MARKETING PLAN 47 P&G MARKETING PLAN CMP Final Draft: Procter & Gamble’s Downy Magic! Five-Year Marketing Plan Captain Kangaroo, Mr. Green Jeans, Dancing Bear, Bunny Rabbit, and Mr. Moose BUSI 330_B02 Liberty University Online 14 Running head: DOWNY MAGIC! MARKETING PLAN DOWNY MAGIC! MARKETING PLAN40 October 31, 2012 Table of Contents Executive Summary (Mr. Moose) 5 Company Description (Mr. Moose)7 Strategic Focus and Plan8 Mission (Bunny Rabbit) 8 Vision (Bunny Rabbit)8 Goals (Mr. Green Jeans)8 Nonfinancial Goals9 Financial Goals 10 Core Competency (Dancing Bear)11 Sustainable Competitive Advantage (Captain Kangaroo)12 Situation Analysis13 SWOT Analysis (Bunny Rabbit)14 Industry Analysis (Mr. Moose)17 Competitor Analysis (Mr. Green Jeans) 19 Company Analysis (Captain Kangaroo)20 Customer Analysis (Dancing Bear) 22 Consumer Characteristics 23 Environmental and Health Concerns 24 Market-Product Focus 25 Marketing Objectives (Captain Kangaroo) 24 Current Markets24 Prospective Markets25 Product Objective (Bunny Rabbit) 26 Target Markets (Mr. Moose)27 Points of Difference (Dancing Bear) 30 Positioning (Mr. Green Jeans)…………………………………………………….31 Marketing Program 32 Product Strategy (Bunny Rabbit)32 Unique Product Line 32 Unique Product Quality32 Unique Packaging33 Price Strategy (Captain Kangaroo)34 Promotion Strategy (Dancing Bear)35 Point of Purchase Display 35 Samples35 Cents-Off Coupons35 Place/Distribution Strategy (Captain Kangaroo)36 Financial Data & Projections (Mr. Green Jeans) 37 Past Sales Revenue 38 Break-Even Analysis 38 Five Year Projections39 References 42 Procter & Gamble’s Downy Magic! Five-Year Marketing Plan Executive Summary (Mr. Moose) For the past 174 years, Procter & Gamble has enjoyed a well-earned reputation for innovation: improving, expanding and continually touching the lives of more people with greater frequency and in a more environmentally responsible manner. P&G’s research facilities conduct over 20,000 research studies in nearly 100 countries per year (P&G, 2011), resulting in P&G’s consistent delivery of products desired by consumers. P&G, generally considered the industry leader in the fabric care market (P&G, 2010), already provides numerous laundry care products as part of their fabric and home care segment, which had an annual revenue of $23,805 million in 2010 (P&G, 2010). One of P&G’s long-term objectives is to apply environmentally-sensitive principles in new-product development strategies. Therefore, as an addition to their well-established group of laundry care products, P&G desires to provide consumers with a 100% organic, dissolvable dryer sheet. P&G has shown an unwavering conviction to provide continual improvement in their products and business methods and improve the lives of both present consumers and consumers to come by using its earnings to steward the protection of the planet’s resources (P&G, 2010).P&G’s mission with the introduction of an organic, e.

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