slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Essentials PowerPoint Presentation
Download Presentation
Essentials

Loading in 2 Seconds...

play fullscreen
1 / 39

Essentials - PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on

Essentials. CleanBetween. Organization’s Background. Formed August 2004 – Villanova, Pa Management roles assigned Product concept: Toothbrush with flossing apparatus Release Date: December 2004. Company History. Opportunity. Marketing Plan. Financials. Product Benefit.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Essentials' - hal


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
essentials
Essentials

CleanBetween

slide3

Organization’s Background

  • Formed August 2004 – Villanova, Pa
  • Management roles assigned
  • Product concept: Toothbrush with flossing apparatus
  • Release Date: December 2004

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide4

Mission Statement

Essentials is committed to providing quality products that promote healthylifestyles. We strive to maintain a mutually beneficial relationship with our stakeholders while achieving consistentreturns for our investors.

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide5

Frank Bruno

CEO

Kelley Menzano Head of Marketing

Chris Klenk Head of Operations

Vince Sibol

Head of Finance

Lauren Marx

Sarita Hatcher

Elliott Fullmer

Courtney MacDonald

Chris Bell

Frank Bruno

Courtney MacDonald

Tuan Dinh

Sarita Hatcher

Chris Bell

Elliott Fullmer

slide6

The Problem

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

Many people do not have

GOOD oral hygiene!

slide7

So What?

  • Maintaining good oral hygiene is one of the most important things you can do for your teeth and gums.
  • Daily preventive care, including proper brushing and flossing, will help stop problems before they develop.
  • greatly decreases risk of developing dental problems.

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

You DON’T Want…

You DO Want…

Financial Request

Tooth Decay

A Healthy Smile

Source: http://health.yahoo.com/health/centers/oral_care/200

slide8

Can’t I Just Brush My Teeth?

  • “Floss only the teeth you want to keep.”
  • If you don’t floss, you are leaving as much as 40% of your tooth surfaces untouched and uncleaned!
  • primary function of dental floss.
  • Must floss daily.
  • poor dental health may increase the risk for cardiovascular disease.

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

Source: http://www.floss.com/common_flossing_mistakes.htm

slide9

Brushing vs. Flossing

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

Source: Surveys randomly distributed to 100 Villanova students.

slide10

Why Don’t People Floss?

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

Source: Surveys randomly distributed to 100 Villanova students.

slide11

The Solution

  • Make flossing

more convenient!

  • Everyone brushes their teeth, so…

Combine the brush &

the floss!

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide12

CleanBetween

Company History

The flosser has a disposable snap-on head. Makes flossing easier!

Opportunity

Marketing Plan

Financials

The brush has polishing pads to help clean & brighten your teeth.

Product Benefit

Financial Request

Your mouth will thank you!

Source: www.jnj.com

slide13

Sales & Distribution Plan

  • Mass Merchandisers:
  • Drug Stores:
  • Supermarkets:

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide14

The Market

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

  • Implements/Appliances reached $1.8 billion in U.S. retail sales in 2004 up .8% from 2003.
  • The largest implement/appliance segment is manual toothbrushes and the third segment is dental floss.

Financial Request

Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004

slide15

The Market Size

Projected U.S. Retail Dollar Sales

  • Retail dollar sales of oral care products at $7.2 billion in 2004 – nearly $1 billion higher than in 2000.
  • Oral care sales projection - $8.5 billion as of 2009.
  • This segment is expected to reach $2.1 billion in 2009.

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

***Manual toothbrushes, electric appliances, floss, and manual tools.

Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004

slide16

The Market Size…

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

  • Manual Toothbrushes are used by 184.4 million, or 87.5% of all adults.

Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products

5th edition, October 2004

slide17

Projected Share of Market

  • J&J is 8th with only 3.5% of retail dollars in the first six months of 2004.
  • J&J would gain an additional .5% of the market share in our first year.

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

Source: Packaged Facts, MarketLooks: The U.S. Market for Oral Care Products 5th edition, October 2004

slide18

The Competition

  • No direct competitors.
  • Brand Strengths:
    • positive image
    • customer loyalty
  • CleanBetween - incorporated into J&J Reach Oral Care Division.

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide19

Use of Oral Care Products by Gender

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide20

The Marketing Story

Company History

Customer Profile

Opportunity

Marketing Plan

  • When launching our product, we must understand who our target market is!
  • Meet…

Courtney Smith.

Financials

Product Benefit

Financial Request

slide21

The Advertising Strategy

  • Print Campaign in major magazines directed towards our target market.
    • Females age 18-30
    • Example: Shape
  • Billboards in the subway stations of 5 major cities.
    • Boston, New York, Chicago, Washington D.C., and Los Angeles
  • Providing dentists with samples of CleanBetween to distribute to patients.
  • Word of Mouth is key!
  • Website

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide22

The Market Size…

Company History

Marketing Type

Cost

Billboards

$922,080

Opportunity

Marketing Plan

Packaging

$160,000

Financials

$1,021,280

Magazines

Product Benefit

$2,103,360

Total

Financial Request

slide23

Advertising Campaign

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide24

Advertising Campaign

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide25

Advertising Campaign

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide26

Advertising Campaign

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide27

Why Choose Our Product?

CleanBetween's #1 Benefit:

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

Convenience

slide28

Summary of Marketing Story

  • Market Offering
    • Target Market: Females 18-30
    • Gain an additional .5% of the implement/appliance segment

of the Oral Care market share.

    • Ad Campaign focus:
      • Print Ads
      • Subway Billboards
      • Word of Mouth

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide29

CleanBetween’s Role in J&J

  • J&J’s main financial goal:
    • “To achieve superior levels of capital efficient profitable growth.”
  • CleanBetween can help:
      • Return on Investment
      • capital resources
      • Gross Profits in line with those of J&J

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide30

Investment

  • Required initial investment is

less than $5 million

    • Only .09% of total cash & cash equivalents
  • J&J’s ROI: 14.9%
  • CleanBetween’s ROI:

32%

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide31

Expenses

Company History

.1%

.8%

5%

.1%

.2%

.4%

Opportunity

4%

Marketing Plan

32%

Financials

Product Benefit

58%

Financial Request

slide32

Income Statement

2005

2006

2007

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide33

$

2005

2006

2007

% 2006

% 2007

Sales

3,976,000

5,396,000

6,532,000

35.71%

21.05%

Net Income

144,083

308,458

990,533

114.08%

221.12%

Financial Highlights

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide34

Expected Sales

  • 2005 - 1.4 million CleanBetween Products Sold
  • 2006 – 1.9 million CleanBetween Products Sold
  • 2007 – 2.3 million CleanBetween Products Sold

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide35

Why Invest in CleanBetween?

  • Johnson & Johnson’s Gross Profit: 70.9%
  • CleanBetween’s Gross Profit: 71% (3 year average)

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide36

CleanBetween

  • Our product will provide
    • Increased Profits
    • Create new market base
    • Gain competitive advantage
    • Increase Market Share
    • Provide Convenience

Company History

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request

slide37

Patent Price Request

Company History

  • $4,500,000
    • (2005 Total Operating Expenses x 175%)
  • Divided equally among employees

Opportunity

Marketing Plan

Financials

Product Benefit

Financial Request