“Do Life, Not Dishes”Bold

GoalsTrial 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

How do we reach those goals?

• 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

Liquid

-Innovative-Superior

Performance-Efficiency

-Family

Advert. Materials

Users

Uses

Scrubbing system

PackagingDistribution ChannelsP&G

Herbal smell

Brand Colors

“Do life, not dishes”

POS Displays

Core & Extended Identity Statement

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

CVPEmotional benefits: • “Saves me time for family”• “Cleaning dishes should be

easy, not a chore”• “Trusted friend, supports my

family”

CVPSelf-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.”

Aaker 5 TraitsCompetence• Reliable, hardworking, secure, efficient,

trustworthy, leaderSincerity• Down-to-earth, family-oriented,

conventional, sincere, real, thoughtful, caring, original, friendly

Gestalt ModelThinking: “Bold is a high

performance LDL that limits the need to scrub and scour dishes, and saves time and effort while also being non-abrasive through

our proprietary scrubbing system.”

Feeling: “Bold is the top-of-the-line cleaning solution to my

problems with tough caked-on dishes. It frees up time and

energy that I can spend on more important things like my family

and myself.”

“Do life, not dishes.”

Brand Positioning Statement

“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.”

Advertising StrategyOur advertising strategy is comprised of five parts:

1. Copy/Objective2. Reason why3. Style/Tone4. Target5. Channels

Copy/ObjectiveOur 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.

Reason WhyBold 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.

Expected Perceptual Map

Style/ToneIn 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.

Brand ColorsDull 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.

Font ChoiceWe 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.

Primary Target• 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.

Secondary Targets• Husbands of overworked wives.• Single fathers.• Customers who do want value and

like that Bold can be diluted (saving money).

Channels• Television Advertisements• Magazine Ads• Product Placement• Billboards• Ground-level marketing campaigns

(“buzz” marketing)

TelevisionWe’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.

TelevisionCosts: $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.

TelevisionExample 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.”

TelevisionExample 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.”

TelevisionExample 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.”

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

MagazineWe’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.

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

MagazineExample 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.”

MagazineExample 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.”

Product PlacementWe 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: $2,000,000Rationale: 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.

BillboardWe 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

Guerilla MarketingIn 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

Meet BoldMeet 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

T-shirt ideaFor 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”

Bold to the Rescue“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.

Bold PromotionIn 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.

January• Event 1A

– $2.70 trade allowance ($283,500)

• Event 1B – 1.5 oz. sample to 40 million

households– Cost: $16,400,000– 14,000,000 HH trial

• Event 1C– Single brand mail coupon to

remaining 40 million households– Cost: $6,383,600– 6,264,000 HH trial

Rationale: • Trade allowance will insure

that product gets stocked in stores at good line of sight.

• 1.5 oz. sample has high trial-generating ability and can be sent out for good value/trial

• Single brand chosen for its ability to avoid being lost in sea of other brands and for it’s higher redemption rates. Also, this allows us to perform brand positioning.

February• Event 2A

– $2.70 trade allowance ($283,500)

• Event 2B– 6 oz. Trial Size + on-pack sponge

for $0.40 total– Trial size: $0.12 revenue per sale

for total $151,200 revenue– Sponge: $0.50 times 1,260,000

sold items– Total Cost: $478,800– 630,000 HH trial (50%

incremental)

Rationale: Trade allowance continues. Trial size most liked device for consumers buying a brand never used before and sponge gains extra attention and special placement.

March• Event 3A–$2.70 TA cont. ($756,000)

• Event 3B– Ext. Co-op couponing

event–Cost: $2,543,600– Trial HH: 1,566,000 (25%

incremental)

Rationale: Necessary trade allowance continued from prior months. Co-op couponing events can only be done in month 3 and 7. Good value per trial #. Used instead of POS price pack to limit Dawn cannibalization.

AprilEvent 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

MayMay 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

June• Event 5A– On-pack coupon for 10%

off all sizes to be used on next purchase.

– Cost: $427,990– Trial HH: 216,247

• Also attached: details on our “Bold to the Rescue” mail-in offer

Rationale: Due to high trial levels, the remainder of the year we are looking to drive repeat rates and do promotional events that implant our brand CVP in the consumer’s mind. There is more on the mail-in offer on the November slide.

JulyThere 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.

August• Event 6A:– Trade allowance of $2.70

($1,134,000)

• Event 6B– Price Pack for 20% off all

sizes. – Advertising for “Bold to

the Rescue” continues.

– Cost: $1,722, 800– Trial HH: 1,441,650

Rationale: Trade allowance and price pack chosen to get preferred stocking and line of sight in distribution channels. Price pack chosen for it’s excellent ability to drive repeat purchases. Advertising continues to keep promotion relevant

September• Event 7A–Bonus Pack:–12 oz. free with

48 oz.–Cost: $168,932–Trial HH: 73,937

Rationale: Chosen to draw attention, gain better placement in stores and to encourage repeat purchases

OctoberNo 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.

November• Event 8A

– Deployment of thanksgiving dinner cleaning teams nationwide that enter houses and clean up after thanksgiving dinner for free using Bold. 10,000 mail-in winners, 10,000 random houses chosen also.

– Cost: $2,500,000

• Mail-in process for December promotion begins.

Rationale: At this point we have large trial points and sustained repeat. This promotion is to drive word-of-mouth and to hammer home our brand positioning of saving female HOH time so they can spend it on more important things (e.g. family on holidays).

December• Event 9A– Mail-in event– $5 in proof of purchase

for a $15 gift card to family-oriented stores

– 100,000 households– Cost: $1,030,000

($30,000 delivery fee)

Rationale: Event chosen to drive repeat and continue Bold’s movement into a trusted friendship role in our target market’s eyes

ResultsTrial 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

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