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Soaps & Detergents

Soaps & Detergents. Megan Eisenbrown , Juliet Levine, Hillary Pond and Rachel Woloszynski. Agenda. Analysis & Recommendations. Why Soaps & Detergents?. Industry Structure. Soap & Cleaning Compound Manufacturing in the United States. Industry Overview.

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Soaps & Detergents

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  1. Soaps & Detergents Megan Eisenbrown, Juliet Levine, Hillary Pond and Rachel Woloszynski

  2. Agenda Analysis & Recommendations

  3. Why Soaps & Detergents?

  4. Industry Structure Soap & Cleaning Compound Manufacturing in the United States

  5. Industry Overview • Definition: Substances that loosen and remove soil from a surface for personal hygiene, sanitization or cleaning clothes, linens, and furnishings. • Major products: • Soaps and detergents, polishes and other sanitation goods, surfactants and finishing agents • Major functions: • Prepare, manufacture, and package cleaning compounds

  6. Soaps & Detergents Overview

  7. Soaps & Detergents Overview

  8. Demand Drivers World Price of Crude Oil Drive/stifle industry growth Per Capita Disposable Income

  9. Demand Drivers FY13: The increase in per capita disposable income is expected to drive growth in the industry in 2013.

  10. International Trade Expansion Opportunity Core Market Industry exports generate $8.6B annually, or 15.4% of industry revenue.

  11. International Trade

  12. Market Segmentation • Soaps and detergents are sold directly from the wholesaler to commercial businesses and through retail outlets for the everyday, average consumer Commercial Sales • Food Service Establishments • Healthcare Providers • Lodging Establishments Household Sales • Supermarkets and Mass Merchandisers • Convenience Stores • Independent Retailers

  13. Market Segmentation

  14. Barriers to Entry High Competition Medium Concentration Factors affecting entry Government Regulation High Capital Costs Mature Life Cycle High Marketing Costs Overall difficulty of entry: Medium

  15. Competitive Landscape • Companies: 1,964 • Major Players: 4 • HHI: 541.71 “The top 50 companies hold about 90% of the market.” -FirstResearch

  16. Ecolab S.C. Johnson Colgate-Palmolive Procter & Gamble • MarketShare:5.9% • FY12 Profits: $3.2B • 5-Year GrowthRate: 6.7% • Brands:Ecolab • MarketShare:9.5% • FY12 Profits: $15.2B • 5-Year GrowthRate: 2.9% • Brands:Pledge, Glade, Windex, Ziplox • MarketShare:5.7% • FY12 Profits: $3.1B • 5-Year GrowthRate: 2.4% • Brands: Colgate Toothpaste, Irish Spring, Palmolive • MarketShare: 19.6% • FY12 Profits: $10.7B • 5-Year GrowthRate: 3.4% • Brands: Tide, Cascade, Charmin, Crest Major Players

  17. Industry Trends • Employment • Fewer workers due to increased automation • Decrease in production costs • Emerging Markets • The U.S. market is stagnant • Increased of acceptance of products and per capita income in undeveloped nations • Increasing Regulation • Further the green movement within the industry

  18. Advertising Strategies and Analysis

  19. Product Differentiation

  20. Differentiated Packaging

  21. Cross Promotion

  22. Online Advertising & Social Media • Add pictures

  23. Informative

  24. Ad Characteristics Observations

  25. Sales Promotion

  26. YouTube

  27. Celebrity Endorsement http://www.youtube.com/watch?v=fxVUPe2nQj8

  28. Humor Advertising

  29. Comparative Advertising

  30. Sustainability Initiative

  31. Social Responsibility

  32. Sponsorships

  33. Brand Loyalty

  34. Brand Equity

  35. Industry Ratios Comparing the Top 3 Companies in the Industry

  36. Total Advertising Expenditure by Company

  37. Advertising-to-Sales Ratio

  38. Television Advertisements Analyzing Raw Data

  39. Spending per Media Type

  40. Spending per Network

  41. Spending per Program Type

  42. Advertising Expenditure by Product

  43. Spending per Network

  44. Spending per Program Type

  45. Spending per Week Day

  46. Spending by Day Part

  47. Ad Spending on Primetime

  48. Ad Observations: Key Findings All

  49. Ad Observation: Spanish Demographic

  50. Recommendation Industry and Advertising Analysis

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