The trial goal for the product was 20 million households and the trial reached was over 24 million households, exceeding the goal. The total budget available was $37 million and the amount used was nearly $37 million, utilizing almost the entire budget. The advertising budget available was $18 million and the entire amount was used to promote the product through various advertising channels.

2. Trial 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

3. • Pay careful consideration to defining what
the brand positioning will be in the market.
• Very aggressive promotional strategy in year
one
• Advertising strategy that works in accordance
with our promotional strategy and
communicates our brand position

4. Core & Extended
Identity Statement
Scrubbing Liquid
Advert.
system
Materials
-Innovative Uses
Herbal -Superior
smell Performance Users
“Do -Efficiency
POS
life, not -Family Displays
dishes”
Brand
Colors Packaging
Distribution
P&G
Channels

5. Functional benefits:
• More effective
• Saves time and effort
• Limits need to scrub and scour
• Non-abrasive scrubbing system
• Parity cleaning when diluted

6. Emotional benefits:
• “Saves me time for family”
• “Cleaning dishes should be
easy, not a chore”
• “Trusted friend, supports my
family”

7. Self-expressive benefits:
• “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 the settle for
less”
• “I’m a mother, not a housewife.”

8. Competence
• Reliable, hardworking, secure, efficient, trust
worthy, leader
Sincerity
• Down-to-earth, family-
oriented, conventional, sincere, real, though
tful, caring, original, friendly

9. Thinking: “Bold is a high Feeling: “Bold is the top-of-the-
performance LDL that limits the line cleaning solution to my
need to scrub and scour problems with tough caked-on
dishes, and saves time and dishes. It frees up time and
effort while also being non- energy that I can spend on more
abrasive through our important things like my family
proprietary scrubbing system.” and myself.”
“Do life, not
dishes.”

10. “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.”

11. Our advertising strategy is comprised of five parts:
1. Copy/Objective
2. Reason why
3. Style/Tone
4. Target
5. Channels

12. Our copy objective is to show the
consumer that Bold is a superior
product for cleaning dishes that
normally require a lot of
time, effort, scrubbing and scouring. It
allows its users to spend much less time
and effort on those tough jobs.

13. Bold has an innovative scrubber system
that uses biodegradable shells of sea
organisms to provide a non-
abrasive, homogenous dishwashing
liquid that is proven to be tough on
caked-on dishes. Product samples and
demonstrations used to prove dramatic
difference.

15. In general, ads should have environments
and situations that emphasize family and
our target customer. They should often
emphasize the functional benefits, the
time/effort saved, and the associated
emotional benefits of this extra free time.
The actresses should be women that our
target market can identify with to heighten
the self-expressive benefits.

16. Dull red is chosen for the logo and
brand colors for a number of reasons:
• Chosen for its association with strength and
protection.
• Chosen for its high visibility ratings for a
market with high competition.
• Energetic and Confident color.
• Dull (as opposed to scarlet) chosen to avoid
red’s association with anger and power.

17. We chose Cooper Standard Black font for our
logo for a number of reasons:
• It is a serif font and serifs have association with
professionalism, quality and tradition.
– This is similar to Sincerity and Competence (Aaker)
• Cooper Standard Black chosen specifically
because it is traditional, and yet its
asymmetrical circles lends modern influences.
• It is a font that projects strength when in bold.

18. • She is a female head of a larger household.
• She is age 18-35.
• She uses a lot of LDL.
• Multiple kids, all with their own busy lives.
• She feels she doesn’t have enough time in a day.
• She goes to bed exhausted.
• She may be a housewife, but she doesn’t enjoy doing chores.
She enjoys her family, not the chores.
• She looks for quality when she shops, she is not a value
customer looking for the cheapest price.
• She looks for opportunities to save time.
• She wants a brand that feels like family to her.

19. • Husbands of overworked wives.
• Single fathers.
• Customers who do want value and
like that Bold can be diluted (saving
money).

20. • Television Advertisements
• Magazine Ads
• Product Placement
• Billboards
• Ground-level marketing campaigns
(“buzz” marketing)

21. We’re going to advertise primarily during
family-oriented shows (full house, family
matters). In addition, we’re going to
advertise on daytime TV (soap operas)
and prime time spots.

22. Costs: $10,000,000 for ~1500 ads
Calculation: To determine a television ad
cost baseline, we found the cost of a
1983 super bowl commercial vs. 2011.
We used that ratio as our standard.

23. Example 1:
Pleasant music and shot of mom cleaning
dishes with Bold before joining her family for
game night. “Bold: Do life, not dishes.”
Example 2:
Video opens up on schedule on fridge, soccer
game for kids in 15 minutes. She looks at a
sinkful of dishes with Bold 48 oz. prominently
displayed and she says “okay kids, be ready in
five minutes.” “Bold: Do life, not dishes.”

24. Example 3:
Tired working woman comes home from
work, exhausted, sees sinkful of dishes and
groans. Looks on the counter and sees a
new bottle of Bold left by her husband with
a note "try me". She finishes the dishes with
minimal effort then hugs her husband.
“Bold: Do life, not dishes.”

25. Example 4:
Shot opens on fingernail-painted hand turning door
knob. The door opens and the woman enters her
kitchen to see a guy wearing a shirt that says
“competitor dish soap”. He’s grabbing her dishes
and throwing them against the wall. Camera pans
to her with a look of horror on her face. Scene
rewinds. She enters again, but this time it’s a guy
with a Bold t-shirt on and he’s being gentle with her
china. Fade to black. Bold logo. “Keep your dishes
safe with Bold.”

26. Example 5:
Television advertisements that show
Bold’s guerilla advertising
campaigns, more on those in later
slides.

27. We’re going to take out creative full-
page and full-color advertisements in
eighteen magazines catered to family
women, and two catered to dads
(hobby magazines) to capture the single
dad/husband shopping for wife
secondary target customer.

28. Costs: $3,000,000 for the year
Calculated by taking the cost of three
full page ads in Good Housekeeping in
2011 (~$150,000) and multiplying it by
twenty magazines.

29. Example 1:
Page opens up and a familiar sight is there.
It’s a white plate on a mahogany table. The
plate is covered in dried food gunk. Above
it says “Is this a familiar sight? Peel tab.”
There’s a plastic tab and when you pull it
removes off the page to reveal a perfectly
clean plate underneath with the phrase
“Never fear, Bold is here.”

30. Example 2:
Similar to cologne ads, you can peel back the page to
smell Bold’s herbal fragrance, a unique product benefit.
Example 3:
Page opens up, two sections.
• Your planner today: 1. Dinner 2. Dishes 3. Bed
• Your planner on Bold, please fill in the blanks: 1.
Dinner 2. Dishes 3. _______ 4. ______ 5. _______ 6.
Bed “Bold: Do life, not dishes.”

31. We will plan aggressive product placement in
cooking shows such as those that were on PBS
during the 1980’s. The cooks will wash their dishes
with Bold dishwashing liquid and will occasionally
plug the product subtly.
Cost: $2,000,000
Rationale: We can use a form of judo brand
diversion to gain valuable associations with
consumers who watch these shows and have grown
to trust the cooks that run them. Customers can
also constantly see Bold in action.

32. We 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

33. In addition to traditional marketing activities, we
will unveil two guerilla marketing campaigns
meant to generate “buzz” and drive home our
brand positioning. These two campaigns are:
• “Meet Bold”
• “Bold to the Rescue”
• Cost: costs are incurred in promotional budget

34. Meet bold is a campaign where 25 vans decked
out in Bold Branding criss-cross nationwide
setting up product demonstrations and
giveaways. Each van does 800 giveaways a day
and spend 30 minutes to 1 hour at each location.
They give out trial size products of Bold as well as
t-shirts. Also, they will conduct informal market
research to assist in advertising/promotion
efforts for the rest of the year

35. For the t-shirts, we wanted them to be highly
interesting shirts people would wear regularly.
We are thinking t-shirts with printed muscles
and on the back: “Bold: You’ll feel like a body
builder”

36. “Bold to the Rescue” is a campaign we’ve devised to
help create an association as a trusted family friend
as we look to next year. On thanksgiving, around
5:00pm we will deploy/outsource cleaning teams to
20,000 households. 10,000 will be as a mail-in
prize, 10,000 will be random. The cleaning crews
will enter the houses and take over cleaning duty
for thanksgiving so that families can spend more
time together on Thanksgiving.

37. In order to drive trial customers and
repeat purchases, Bold will also have
to partake in an aggressive (or dare I
say…bold?) promotional strategy to
attract and retain the necessary
employees.

38. • Event 1A Rationale:
– $2.70 trade allowance ($283,500) • Trade allowance will insure
that product gets stocked in
• Event 1B stores at good line of sight.
– 1.5 oz. sample to 40 million • 1.5 oz. sample has high trial-
households
generating ability and can be
– Cost: $16,400,000 sent out for good value/trial
– 14,000,000 HH trial • Single brand chosen for its
• Event 1C ability to avoid being lost in
– Single brand mail coupon to sea of other brands and for it’s
remaining 40 million households higher redemption rates. Also,
– Cost: $6,383,600 this allows us to perform
brand positioning.
– 6,264,000 HH trial

39. • Event 2A
Rationale: Trade
– $2.70 trade allowance ($283,500)
allowance continues.
• Event 2B
– 6 oz. Trial Size + on-pack sponge
Trial size most liked
for $0.40 total device for consumers
– Trial size: $0.12 revenue per sale buying a brand never
for total $151,200 revenue used before and sponge
– Sponge: $0.50 times 1,260,000
sold items
gains extra attention and
– Total Cost: $478,800 special placement.
– 630,000 HH trial (50%
incremental)

40. • Event 3A Rationale: Necessary
trade allowance
– $2.70 TA cont. ($756,000)
continued from prior
• Event 3B months. Co-op
– Ext. Co-op couponing couponing events can
event only be done in
month 3 and 7. Good
– Cost: $2,543,600 value per trial #. Used
– Trial HH: 1,566,000 (25% instead of POS price
incremental) pack to limit Dawn
cannibalization.

41. Event 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

42. May 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

43. • Event 5A Rationale: Due to high trial
– On-pack coupon for 10% levels, the remainder of the year
off all sizes to be used on
we are looking to drive repeat
next purchase.
rates and do promotional events
– Cost: $427,990
that implant our brand CVP in
– Trial HH: 216,247
the consumer’s mind. There is
• Also attached: details on more on the mail-in offer on the
our “Bold to the November slide.
Rescue” mail-in offer

44. There 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.

45. • Event 6A: Rationale: Trade
– Trade allowance of $2.70 allowance and price pack
($1,134,000) chosen to get preferred
• Event 6B stocking and line of sight
– Price Pack for 20% off all in distribution channels.
sizes. Price pack chosen for it’s
– Advertising for “Bold to excellent ability to drive
the Rescue” continues. repeat purchases.
– Cost: $1,722, 800 Advertising continues to
– Trial HH: 1,441,650 keep promotion relevant

46. • Event 7A Rationale: Chosen
–Bonus Pack: to draw
–12 oz. free with attention, gain
48 oz. better placement in
–Cost: $168,932 stores and to
–Trial HH: 73,937 encourage repeat
purchases

47. No 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.

48. • Event 8A Rationale: At this point we
– Deployment of have large trial points and
thanksgiving dinner sustained repeat. This
cleaning teams nationwide promotion is to drive
that enter houses and word-of-mouth and to
clean up after thanksgiving
dinner for free using Bold. hammer home our brand
10,000 mail-in positioning of saving
winners, 10,000 random female HOH time so they
houses chosen also. can spend it on more
– Cost: $2,500,000 important things (e.g.
• Mail-in process for family on holidays).
December promotion
begins.

49. • Event 9A Rationale: Event chosen to
– Mail-in event drive repeat and continue
– $5 in proof of purchase Bold’s movement into a
for a $15 gift card to trusted friendship role in
family-oriented stores our target market’s eyes
– 100,000 households
– Cost: $1,030,000
($30,000 delivery fee)

50. Trial 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

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