Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
The Products
Sunrise
Fresh
Downy
Product
sku
Price
Range
Single Rinse
Anti-Bac
Perfume Line
Low
Mid
Mid
High
Fresh Floral
Fragrance
Allows users to
rinse just once,
while also giving
long-lasting
freshness. It
truly helps
mothers save on
water
Provides long
lasting freshness
even when
sweating; it also
prevents malodour
causing germs.
has perfume-like
fragrance. As if
wearing perfume
everyday, with
perfume
microcapsule
technology
Packaging
Benefit
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
Philippines
Population
90
Millions
Average Size
Of Household
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
2009
$4,200
+20%
40%
91
2010
$5,800
+38%
41%
87
2011
$7,400
+27%
43%
94
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
50%
50%
Hyper/Super
(City)
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
10%
Sachet
Refill
75%
Bottle
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
Downy
$97
$230
$90
$210
Surf
$133 (800 ml)
$60
-
Downy
Surf
5-6
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
WHO
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
WHO
User Profile
30%
20%
1 time/week
50%
Never
70%
Rare-Non
User
RegularOccasional
User
10%
7 times/week
20%
2-3 times/week
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
WHO
Segment
Size of Prize
Regular users of
Category
Need Based
# 1 Scent Expressive
32%
64%
56%
23%
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
WHO
Top 10 Attributes consumers consider
most important in purchasing a fabric conditioner
1
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
WHO
Factors that prevent consumers from using a fabric conditioner:
1) she is already satisfied with the basic freshness she gets
from her current detergent and
2) a fabric conditioner is too expensive to use all the time.
Both non-users and competitive users would be prompted to
try / switch to a fabric conditioner if it offers relevant benefits
over and above what current category and detergent delivers.
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
WHO
This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.
Create a 1-pager
Growth Strategy
What is the biggest challenge/opportunity for Downy to
grow share?
What is the size of prize (in terms of value & share) you
expect the project can deliver?