P&G Pantene
The Case :
Telfer Internal Case Competition, Marketing division.
The Rules:
Deadline: 3 hours
Format: 20 minutes + 5 minutes of questions
My Placement:
1st Place
Situation
P&G is looking to increase it’s CPG line of Pantene hair products in all major superstores. They currently have 10 different lines they can launch. They’re looking to boost sales and gain back their slipping superstore market share.
The Ask
It is our job as consultants to suggest which 6 shampoo + conditioner lines are the best for P&G to launch and to devise a successful marketing launch plan.
The Target
Women ages 27-49, has kids, visits the salon occasionally, Internet surfer for the next trends and products, in charge of grocery shopping for the household, enjoys a moderate active lifestyle.
The Strategy
Increase sales by 25% and increase market share by 1% = $12.2 million-dollar increase
Traditional Marketing Strategy
Partner with a well-known salon
Offer deals In-store flyers
Give salon discounts (To use on their clients)
Add a sample pack to similar Shampoo + Conditioner bottles
Run Televisions Ads + Radio ads
How to measure: In-store flyers will be measured by how many sales were made that day. Radio & TV ads will be given a 3-month trial.
Digital Marketing Strategy
Run targeted FB ads to our target audience
Use influencer marketing on popular mom blogs
Email blasts to superstore customers within a 5km radius of each super-foods markets
How to measure: Digital ads measured by click through rates
The Financials
The 6 product lines we chose showed the highest profit margin and will guarantee increase sales.
What I’ve Learned
Your team is everything
A good team chemistry is a big indicator of success. A good team can read each other well, and mitigate/solve problems, because problems will ALWAYS occur.
Double check
Review your marketing strategy to look for holes… before a judge points it out.
Always include a convincing creative element
I ultimately think this is what led us to win
Delegate, delegate, delegate
With only 3 hours, we immediately delegated roles to play to our strengths (which was easy, because the team knew each other well)