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

3. More effective and efficient.
Functional Limits need to scrub and scrub while non-abrasive.
Benefits scrubbing system.
Parity cleaning when diluted.
“Saves me time for my family.”
Emotional “Cleaning dishes should be easy, not a chore.”
Benefits “Trusted friend, supports my family and I.”
“I am a woman who wants to spend time with my
Self- family, not my dishes.”
Expressive “I work hard, I deserve the best stuff and I refuse to
Benefits settle for less.”
“I’m a mother, not a housewife.”

4. 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 dishes, problems with tough caked-on
and saves time and effort while dishes. It frees up time and
also being non-abrasive through energy that I can spend on more
our proprietary scrubbing important things like my family
system.” and myself.”
“Do life, not
dishes.”

5. “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. Do Life, Not Dishes.”

7. Television Product
Magazine Ads Billboards Buzz Marketing
Advertisements Placement

8. Cost: $10 Million
Reach: ~1500 ads in1983 dollars
Target: Family oriented shows
(e.g. Family Matters, Brady Bunch)
Prime-time and Day-time
Cable and Network

9. 1500

11. Cost: $10 Million
Reach: ~1500 ads in1983 dollars
Target: Family oriented shows
(e.g. Family Matters, Brady Bunch)
Prime-time and Day-time
Cable and Network

12. • Cost: $3 million
• 20 womens/ family-
centric magazines
• Emphasize our
brand positioning
• Bold, Creative,
Interactive, Stand
Out from the Crowd

16. 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

17. Cost: $2 million
See Product in usage
Judo Brand Diversion

20. “Meet Bold”
“Bold to the
Rescue!”

22. Thanksgiving Mail-in Promotion/Guerilla Marketing
Cleaning crews to 20,000 household. 10,000 winners, 10,000 random
Put more strength behind family brand positioning going into the next year

23. January February March
Trade Allowance Trade Allowance Trade Allowance
$2.70 per statistical case $2.70 per case $2.70 per case
Cost $ 283,500.00 $ 283,500.00 $ 756,000.00
# of
- - -
HH
Trial Size 6 oz. for $0.40 +
Sample (1.5 oz. to 40 million HH) Ext. Co-Op
$0.50 premium sponge
Cost $ 16,400,000.00 $ 478,800.00 $ 2,543,600.00
# of
14,000,000 630,000 1,566,000
HH
Single Brand Mail Coupon (40
million HH)
Cost $ 6,383,600.00
# of
6,264,000
HH

24. April May June
Demonstration vans (25 for 4 weeks,
across country). They do product
demos, giveaway trial size and muscle
On-pack coupon 10% off on
t-shirts with slogan. 9am-5pm every
all sizes (on your next
day, three people at $10/hour vans
purchase) (valid until august
cost $100 rental gas $40 a day,
1st) (mail-in details for
giveaways 800 Bold per day ($0.30),
November dish cleaning)
800 t-shirt ($4.00), miscellaneous
expense ($20 a day). Gather survey
data
Cost $ 2,814,000.00 $ 427,990.80
# of
140,000.00 216,247.50
HH

25. July August September
Trade Allowance Bonus Pack 12 oz. free with the
$2.70 per case purchase of a 48 oz.
Cost $ 1,134,000.00 $ 168,932.40
# of
73,937.50
HH
Price Pack 20% off all sizes
Cost $ 1,722,798.00
# of
1,441,650.00
HH

26. Oct. November December
Deployment of cleaning teams Mail-in for a $15 gift card with $5
nationwide $125 per house on of purchases in Bold items (first
thanksgiving (20000 houses) (mail-in 100,000) (mail in-process ends
prize, mailing-in process begins in June December 1st, cards sent out 8th)
Cost $ 2,500,000.00 $ 1,030,000.00
# of
HH

27. 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

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

29. • 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

30. • 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)

31. • 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.

32. 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

33. 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

34. • 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

35. 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.

36. • 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

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

38. 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.

39. • 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 winners, positioning of saving
10,000 random houses female HOH time so they
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.

40. • 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)