3102021 TV Commercial 3102021 DAWN Hand Renewal with

… 3/10/2021

TV Commercial 3/10/2021

DAWN Hand Renewal with OLAY Beauty Daniel Brockman, Vivek Asija, Kelly Fu 3/10/2021

Agenda About DAWN Hand Renewal with OLAY Beauty What do the Ads tell us? External Environment Dish Detergent Market About Dish Detergent Product Market Structure Target Market Competitors’ Messages Marketing Mix 2 3/10/2021

About the Product 5 Pictures are from DAWN website 3/10/2021

What do the Ads Tell Us? The Target Market Women that wash dishes by hand The Message: 6 “When the forecast calls for winter hands, reach for Dawn. . . “ “So smooth, so soft” “Improves the look and feel of hands in 5 uses” “Goes beyond dishwashing to help your hands seal in moisture while you do the dishes” 3/10/2021

External Environment Recession Green Concerns More people eat at home, more dishes to wash Require Eco-friendly Ingredients Water conservation advocates dishwashing by hand Dishwasher owners are on the rise (1) 7 Sources: (1) Dishwasher and dishwashing products in the United Stated (http: //www. researchandmarkets. com/reportinfo. asp? rfm=rss&report_id=1082484) 3/10/2021

Dish Detergent Market A $1. 2 billion Market in 2009 Monopolistic Competition Average household serves 6. 8 main meals per week (2) 94% of meals are followed by some use of hand dish liquid (1) (2) 8 Even in households with automatic dishwashers 60% of households in USA have an automatic (2) dishwasher Sources: (1) Dishwasher and dishwashing products in the United Stated (http: //www. researchandmarkets. com/reportinfo. asp? rfm=rss&report_id=1082484) (2) Kuo-Yann Li, ed. , “Liquid Detergents”, CRC Press, 2006 3/10/2021

About Dish Detergent Mature Staple Product Class / Frequent purchase And a Potential Impulse Product Inexpensive / requires little effort Dawn and competitors have similar ingredients What does matter are consumer’s perception and shelf position. Branding and message is important! Surfactants (Sodium lauryl sulfate, Sodium laureth sulfate) Foaming agents (Dimethyl amine oxide ) Viscosity control (Salts) Fragrance, color and other minor ingredients Dawn differentiates with 9 Skin lubricant and softener (Polypropylene glycol) Vitamin E 3/10/2021

Product market structure Dishwasher and Dishwashing products Dishwasher soap Original 10 Hand washing soap Anti-bacterial Hand-saving Eco-friendly Extra power 1. DAWN Plus Bleach 2. Palmolive Antibacterial 1. DAWN Hand Renewal with OLAY Beauty or with Vitamin E 2. Ivory 3. Palmolive Dry Skin with Aloe 1. Seventh Generation 2. Green Works by Clorox 3. Palmolive Pure + Clear/Caring 1. DAWN Plus Scrubber 2. Palmolive 3/10/2021 Multi-functional 1. DAWN Simple Pleasure with Air Refresher

Define Target Market P&G targets DAWN at: Women over age 15 Any of the following: Has few dishes to wash Choose not to use automatic dishwasher Does the dishes by herself Concerned about personal beauty Somewhat priceinsensitive 11 3/10/2021

About Target Market There are: 137 million women over 15 years old in USA 2. 6 Billion women over 15 years old in the world (1) Restless Consumer 12 Women make dish soap choices Women want to try new products Women receptive to coupons free samples (2) Picture: Picasso, "Three Women", Hermitage, St. Petersburg Sources: (1) United Nations, http: //esa. un. org/unpd/wpp 2008 3/10/2021 (2) Dishwasher and dishwashing products in the United States (http: //www. researchandmarkets. com/reportinfo. asp? rfm=rss&report_id=1082484)

DAWN Dish Detergent Product Line A Procter & Gamble Company 13 Direct Foam Dawn PLUS with Power Scrubbers Dawn Hand Renewal with Olay Beauty Dawn PLUS Bleach Alternative Dawn PLUS Baking Soda Alternative Dawn PLUS Vinegar Alternative Dawn PLUS Odor Eraser Dawn PLUS OXI Ultra Dawn Pure Essentials Dawn Botanicals Dawn Power Dissolver 3/10/2021

Competitors’ Messages Palmolive Greenworks “Natural dishwashing liquid” Ajax “Tough on Grease, Soft on hands” “Fight germs” “Smells Great” “No unnecessary chemicals, no heavy fragrances” “Powerful oxygenated cleaning action leaves your dishes sparking clean” “Formulated for Dry and Sensitive Skin” “Super Degreaser“ Joy 14 “Powerful cleaning” 3/10/2021

15 • TV commercial with emphasizes how women’s hands feel after using • Retailer store coupon • Price marked down for promotion • Filled large percentage of shelf space with same DAWN bottle, shiny labels attract consumers Price • Sold mainly through supermarkets and drug stores • Placed in household items aisle • DAWN brand dish washing detergents take 1/3 of the hand dishwashing product shelf spaces Promotion • A kind of dishwashing detergent • Mature Staple and possible Impulse product • Make a softer hand while washing dishes • Under a famous brand • Premium package with shiny labels Place Product The Marketing Mix 3/10/2021 • Same price as other DAWN products • Premium compared to most of other brands • Price marked down during promotions

Questions? 16 3/10/2021