NEW BUSINESS PITCH BRIEF CHURCH & DWIGHT MEDIA PROJECT WORK

Transcription

1 NEW BUSINESS PITCH BRIEF CHURCH & DWIGHT MEDIA PROJECT WORK

2 OVERVIEW After a relationship with WPP s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business. The baking soda, personal care and household cleaning products giant currently spends more than $00 million a year, according to people familiar with the current review. The company has been spending 1% to 1% of sales on advertising and plans to continue doing so said Jim Craigie, chairman-ceo, at an analyst conference earlier this year. More than 0% of the company's media budget is allocated to digital platforms, as the company reported at the Consumer Analysts Group of New York meeting in Boca Raton, Fla. Despite the company's digital investment, Craigie, who is set to retire in 01, indicated at the conference that the digital return is still unclear. "I like digital," he said. "But it's still very unproven what you get in bang for the buck in the digital category."

3 BACKGROUND SUMMARY Church & Dwight Co., Inc., founded in 18, is the leading U.S. producer of sodium bicarbonate, also known as baking soda, a natural product that cleans, deodorizes, leavens and buffers. The Company s ARM & HAMMER brand is one of the nation s most trusted trademarks for a broad range of consumer and specialty products developed from a bicarbonate base and related technologies. Church & Dwight s consumer products business is organized into two segments: 1. Consumer Domestic, which encompasses both household and personal care products.. Consumer International, which primarily consists of personal care products. But, essentially, their 80 brands (including four mega brands that generate over 0% of revenues) can be broken down into two categories: Personal care Household For our purposes, we will look at two of the four mega brands to represent their categories: ARM & HAMMER for household cleaning products and Trojan for personal care. Church & Dwight Co. s Mega Brands ARM & HAMMER TROJAN OXI CLEAN VITAMINS, MINERALS & SUPPLEMENTS (VMS) In 01 Church & Dwight reported worldwide net sales $,98m, increased by.%

4 market share ANALYSIS SALES SHARE OF THE LEADING 10 LIQUID LAUNDRY DETERGENT BRANDS OF THE UNITED STATES IN 01 PERCENTAGE OF TOTAL MALE CONTRACEPTIVE SALES IN THE UNITED STATES IN 01, BY LEADING VENDORS 1.7% Tide 10% Gain.% All.8% ARM & HAMMER.9% 7.7% CURCH & DWIGHT 1.1% Ansell 10.% Reckitt Benckiser 0.% Global Protection 0.% Tide Plus a Touch of Downy Purex.% Mayer Laboratories Private Label 0.% Tide plus Febreze % Mapa USA 0.1% Tide Simply Clean and Fresh ARM & HAMMER PLUS OXI CLEAN Xtra.9%.8%.% Majestic Drug Co. NV Healthcare Mozian & Associates 0.1% 0.1% 0.1%

5 MEDIA USAGE TV GENRE PREFERENCES TROJAN Each brand under Church & Dwight Co. has its own very different audience with their own individual sets of preferences for media consumption. 1 Kids and Family Ch... 1.% % Entertainment Ch % % Music Channels.9% % Sports Channels 17.78% % Educational Chan % % OXICLEAN ARM & HAMMER 1 Shopping Channels 1.9% Shopping Channels.01% % Music Channels.8% % Movies Channels 1.% % Entertainment Ch % % Entertainment Ch....1% % Spanish Channels 0.7% Music Channels.8% % Religion Channels 0.% % Religion Channels 0.% %

6 MEDIA USAGE WEBSITE GENRE PREFERENCES TROJAN 1 Music, Entertainm % Motor 9.1% % -8.% Drilling down further into an audience analysis of condom consumers, we see that the condom market is in more need of help than the household cleaning market. After all, people don t stop using household cleaners two months into moving in a new home... Movies 9.19% % Sport.7% % Video Channels 9.% % OXICLEAN ARM & HAMMER 1 Food 7.7% % 1 Food.9% % Kids 9.% % Beauty 11.00% % Gossip.9% % Health 0.77% % Fashion 1.8% % Travel.% % Health 1.8% % Fashion 1.8% %

7 AUDIENCE ANALYSIS TARGET SEGMENT: 18- years old condom consumers in a relationship The condom consumers between 18 and years old in a relationship are mostly male, with no children, who are college educated and earn in the 0-70k (1%) and k (%) income ranges. GENDER Male (%) AGE 18- (78%) STATUS In a Relationship (100%) FAMILY Without Kids (9%) EDUCATION College (71%) INCOME $0K - $70K (1%) 1 Food Lovers.% BeautyWellnes... Motor Lovers Gamers Entertainment Jun... Music Lovers Sports Lovers Nerd Techies.% 1.78% 1.7% 9.1%.11%.1%.07% 11.% AFFINITY NERD NIGHTLIFE LOVERS TRAVELERS NETIZENS DESIGN LOVERS PET LOVERS HOME DECORATORS DIY S PUBLIC FIGURES FOLLOWERS ADS PRONCE TECHIES GAMERS BEAUTY WELLNESS AWARE FASHION LOVERS SPORTS LOVERS FOOD LOVERS ENTERTAINMENT JUNKIES 10 Fashion Lovers 19.7% % 11.8%.8%.% 9.1% REACH

8 MEDIA OPPORTUNITY INSIGHT Television advertising opportunities are already leveraged through a Trojan partnership with MTV, an excellent fit for the Trojan audience since music is a strong passion. But MTV doesn t have the monopoly on music - most people listen to music online through music streaming services like Spotify, Pandora, iheartradio and Dat Piff, which specializes in hip hop. These sites offer opportunities to advertise to targeted audiences -hours a day. TOP MEDIA ToP ENTERTAINMENT WEBSITES 1 TV 9.70% % 1 YouTube 0.11% Radio 9.9% % Best Vines 11.% Apps 7.% % ShutUpImTalking.com 8.0% Websites 89.87% % FML 8.1% Magazines.% % Suicide Girls 7.0% Newspapers.1% % Urban Dictionary.9% Texts From Last Night.0% Funny Or Die.78% Sports-Funny Page.0% Cracked.com.19%

9 MEDIA OPPORTUNITY TOP RADIO TOP TV CHANNELS REACH RELEVANCE Pandora 1 MTV 1.1% Around the World Comedy Central 8.80% Spike.8% iheartradio VH1.88% DatPiff MTV.1% NPR BET.8% HotNewHipHop.com 7 Netflix 8.99% Spotify 8 HBO.1% UKF Dubstep 9 10 Ride Channel Ion Television 0.% 0.1% FratMusic.com SoundCloud <0.01%.7%.%.80% 9.0%

10 BUSINESS OPPORTUNITY INSIGHT Action sports-related events are very popular with the target, and audio technology is a strong passion. TOP EVENTS ToP CONSUMER ELECTRONICS 1 X Games.% Skullcandy.8% Dew Tour 1.% Beats by Dre.% Barstool Blackout Tour 0.88% Sony.8% NCAA Wrestling 1.1% Monster Products 0.9% Rockstar Energy Drink Ma % Denon 0.1% Honda Stage 0.81% Powermat Technologies 0.1% Life In Color "World's Lar... 1.% The House of Marley 0.% CosmicWorld 0.7% Turtle Beach 0.8% Spartan Race.% Case-Mate 0.9% Electric Daisy Carnival 1.1% GUNNAR Optiks 0.%

11 CREATIVE INSIGHTS INSIGHT Bizarre, offbeat Entertainment content is eye-catching for them. Hip celebrities can catalyze their attention. Unconventionally-themed challenges/contests could activate them. Top ENTERTAINMENT JUNKIES SUB SEGMENTS Top ENTERTAINMENT JUNKIES SUB SEGMENTS REACH RELEVANCE 1 Entertainment Wat % Silent Library Movie Lovers.78% X-Play TvShow Lovers.7% Gatherers Informat... 1.% Hip Hop Squares Emotional Watchers 0.8% Wipeout Family Fued <0.01% 1.7%.%.80%.0%

12 CREATIVE INSIGHTS TOP MUSIC GENRES TOP MUSIC GENRES RELEVANCE LATIN AMERICAN MUSIC REGGAE & CARIBBEEAN COUNTRY MUSIC JAZZ & BLUES PUNK METAL HARD ROCK & PROGRESSIVE DANCE & ELECTRONIC MUSIC CLASSIC ALTERNATIVE ROCK & MUSIC OLDIES URBAN & HIP-HOP POP MUSIC 1 Horror Films Animated Films Comedy Films Action & Adventur... Science Fiction & Fa... Drama Films 0.%.99% 7.88% 1.% 8.9% 9.% %.00% - -.%.78% -8.% 7 Romance Films.71% % 1 CLASSICAL MUSIC RELIGIOUS MUSIC FOLK & TRADITIONAL MUSIC 8 Documentary Films 7.9% % 0.7% 1.%.09%.% 81.19% REACH

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