Julie Copaken Tim Falvey Juan Carlos Fregoso Luis Mendoza Mimi Preciado Pamela Pucci Executive Summary Johnsons Baby is seeking to increase penetration and product usage among CD consumers preferably in the DTT channel ID: 758486
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JOHNSON’s BABY Case
Group 2
Julie Copaken
Tim Falvey
Juan Carlos Fregoso
Luis Mendoza
Mimi Preciado
Pamela
PucciSlide2
Executive Summary
Johnson´s Baby is seeking to increase penetration and product usage among CD consumers (preferably in the DTT channel)
We are recommending an approach that “earns” our way in, balancing PUSH and PULL strategies.
Includes delivering the right product at the right price
Incentivizing distributors and store owners
As well as driving awareness, trial and equity among CD consumers
Recommending a test and learn geographic rollout
Explore partnership with complementary companySlide3
Problem Statement
How can we increase penetration and product usage among CD consumers?
68% Total PopulationSlide4
Alternative Solutions
Focus on Distributors/Stores (PUSH)
Focus on Consumers (PULL)
PUSH / PULL Strategy
J&J
Distributors
Store
ConsumerSlide5
Key Assumptions
DDT in Baby Care accounts for 50% of market sales (validation needed)
No need to develop new SKU’sSlide6
Select Priority Segments
Size
Wipes (US$108)
J&J Core Competencies
Shampoo (US$20M)
Soaps (US$10M)
Right Product
e.g. 50ml Shampoo & 10 ml sachets & 10 ct Wipes
Incentives Plan
Strategy: Push Product into stores
Sales Contest (Distribution)Partnership with NESTLE
Better Absolute Margin + than category leader
Incentives PlanFree Goods, Gimmicks, CRMProduct SeedingReady to trade displaysIncrease visibility
Right PriceStrategy: Low Out-of-Pocket
Sampling Program Neighborhood Hospitals & ClinicsEducational ProgramPartner with day cares , hospitals & doctor offices
New-moms training @ usual touch points (mall, etc)Multiplying program – Hospitals“Train the trainers”Local Media / Consumer Promo
Mass media - Soap OperasEnsure budget is focused on CD consumers PromotionsSlide7
Disruptive Alternatives
Direct Selling – Door to Door (AVON Model)
J&J pop up Kiosks
Build our own distributionSlide8
Risks
Investment without ROI
Competitors
strengthening investment in
DTT
Bodega complaining on competitive disadvantage – same product!
Mitigation
Test & learn model, g
eographically phased deployment
Provide Wal-Mart with tailor made programSlide9
Key Take-aways!
Deliver the right product at the right price
Incentivize distributors and store owners
Drive awareness, trial and equity among CD consumers
Test and learn geographic rollout
Seek partnership with complementary companySlide10
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