listerine project
TRANSCRIPT
Listerine Naturals
Jessica Russo and Christine Toner
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CONFIDENTIAL
Saint Joseph’s UniversitySelling Skills and Sales Management
ClassFinal Presentation
DrugKo
Introducing… Listerine Naturals Antiseptic
Cleans 100% of your mouth naturally.
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NEW ITEM INTRODUCTION:
› The ONLY Natural Antiseptic Mouthwash proven to:
› Kill 99.9% of Plaque
› Kill Gingivitis
› Kill Bad Breath Germs
› Naturals Fluoride: Fluoride Formula for Stronger Teeth, Restores Essential Minerals to Enamel & Kills Bad Breath Germs
› Natural Formula: 99% DrugKo
Product Benefits:
Consumer Insights
Who:› Males and females earning $55,000+ with a college
degree
› High Value Oral Care Shoppers
What:› Demand natural product options
› Will not trade off or compromise on product
efficacy
› 73% willing to pay premium for natural product
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NEW ITEM INTRODUCTION:
Mainstream Natural Consumers
Business Opportunity
› Naturals segment:
› Growing:12% annually
› Worth:$6.7 billion (2015)
› Listerine specific:
› 50% of consumers would use
Listerine
if there were natural Listerine brand
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Naturals Opportunity in Mouthwash
NEW ITEM INTRODUCTION:
DrugKo
Category Performance
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Year 2010 2011 2012
Sales $ (MM) $1,234B $1,294B $1,366B
Sales % Chg 0.6% 4.9% 3.2%
› Mouthwash growing faster than the Oral Care category
› Adult mouthwash continues to drive 85% of category sales
DrugKo
Category: Oral care; Sub-Category: Adult Mouthwash
RECENT CATEGORY PERFORMANCE
NEW ITEM INTRODUCTION:
Size of Prize
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Incremental Category Units
Incremental Category Dollars
Year 1 All Commodity
Value
15% unit increase
$3MM increase $20 MM
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POTENTIAL PRIZE FOR DRUGKO
NEW ITEM INTRODUCTION:
Recommendations
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ACTIVATION PLAN:
SKU(s) List Pric
e
Volume Brand in 2013 (retail)
Volume Category % in
2013
Suggested Retail Price
Natural Antiseptic (1L)
$5.27
$7MM $1MM $7.29
Natural Fluoride (1L)
$5.27
$8MM $1.2MM $7.29
DrugKo
Product Recommendations:
Recommended Product Deletions:
› Listerine Total Care Fluoride Cinnamint 500 Ml Regular Pack
› Listerine Total Care Fluoride Cinnamint 1 Lt Regular Pack
Product Placement
ACTIVATION PLAN:
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DrugKo and J&J Gold Standard Planogram
LOW PROFILE SET HIGH PROFILE SET
Launch Promotion Plan
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ACTIVATION PLAN:
FSI
TV
In-StoreDigital
Naturals TV Commercials
Launch in Newspapers and Magazines
Cross-promotion, Feature/Display, Ad Slicks
Banners/Search/Social Media
APPENDIX
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APRENDIX:
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APRENDIX:
Brand Map
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Target Consumer
● 35-44 Years Old (HVC)● Highly educated● Above average disposable income
o 73% willing to pay premium
● Higher market basket ring than gen pop
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APRENDIX:
Retail Price
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APRENDIX: