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CEO Challenge Phase 1 Brand Manager Challenge
CEO Challenge Phase 1 Brand Manager Challenge
CHALLENGE BRIEF
Feb. 24th Mar. 3rd
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
EXPECTED OUTCOME:
1) Submit solution to P&G on CEOChallenge.im@pg.com by Mar 3rd, 2014 11:59 Jeddah, Saudi Arabia
(GMT+3).
2) Base format is PPT but is not restricted to. (Be Creative!)
30%
20%
20%
30%
Ground Rules:
1) Each team will compete fairly and uphold business ethics. Unfair and unethical acts will be noted and be
grounds for disqualification.
2) Each team must send in deliverables by specified deadlines. Failure to do so will be subject to
disqualification.
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
CASE OBJECTIVE:
You and your team are Brand Managers within the P&G Prestige division. You are tasked with responsibility
launching Hugo Boss energise, a new product in the P&G Fine Fragrance business. You need to prepare for your
meeting with the General Manager and present your launch plan for the Pakistan.
You will need to determine the following for Pakistan:
1) Launch Timing & Pricing
2) Provide a description of your target consumer (where they shop, their interests). Include an overall
description of your core target and then focus your time on understanding your prime prospects.
3) Marketing Plan and its expenses. Marketing plan should include the activities you plan to conduct during
the first year, the budget required and how you will reach your awareness target.
4) Detailed Description of marketing ideas to target your prime prospects
5) Detailed Plan for YouTube Video Campaign
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
BACKGROUND:
Background Information on P&G:
In the 19th century, William Procter and James Gamble immigrated to America and both settled down in
Cincinnati. In 1837 the candle-maker Procter and the soap-producer Gamble founded a new enterprise: Procter &
Gamble. Within less than 25 years, Procter & Gamble's sales revenues reached 1 Million USD. After 100 years,
Procter & Gamble had expanded its product range to soaps, detergents, and paper products. Already at that time
the marketing concept was based on competing brands not only outside the company but also within Procter &
Gamble.
Today, Procter & Gamble operates in the following categories: Fabric & Home Care, Baby Care, Family Care,
Feminine Care, Beauty Care, Health Care, Snacks & Beverages. This includes leading brands such as Ariel,
Pampers, Pantene, and HUGO BOSS fragrances.
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
HUGO Equity:
HUGO is all about doing things your own way. Its urban, trendy and irreverent. Its for people who
live by their own rules, not others. Hence the brand selling line your fragrance, your rules. It draws
its roots from the HUGO fashion which is all about dressing to express your own individuality.
HUGO Portfolio:
HUGO BOSS has different fragrance for different consumers and to meet different needs. Within the
HUGO brand 2 male fragrances are already in-market: HUGO Man launched in 1995 which is one of
the success stories in the fragrance market and is still the cornerstone of the brand today. Dark Blue
was launched in 1999. Fragrances is a news driven category and HUGO energise is the first HUGO
male launch since Dark Blue, therefore it is planned to be a big, blockbuster launch with full support.
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
Design Themes:
Key design themes to ensure a truly holistic initiative:
Energy key to bring to life the Hugo energy in every element from bottle to copy to execution in-store.
The Red color men associate the bright red chosen for this initiative with speed and adrenalin.
The Red line used consistently throughout all consumer touchpoints, the red line is a key executional
equity.
Design Elements:
The design themes are translated throughout all design elements:
Energising, spicy and
woody.
Blind test winner with
consumers
Fit to concept
energising and
masculine.
Strong Partner rating
good for gifting
from women.
Primary pack and outer carton
Fragrance
Key Visual
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
CMK is the voice of the worlds consumers and shoppers, leveraging their needs and dreams to grow
the brands they love.
CMK inspire teams to maximize new and established brand projects by acting on the integrated knowledge
of:
o Consumer and shopper decision processes.
o Market and retailer dynamics.
o External influences.
CMK is responsible for all equity and design elements qualification such as:
o Define the strategic equity with Marketing.
o Qualify with consumers each element to create a HOLISTIC proposition (pack, fragrance, name,
price, advertising)
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
Purchase
(index)
50
45
40
35
88
100
108
135
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
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MARKETING:
The key mission of Marketing is to delight the consumers we serve so that they will choose and buy our brands.
Our ultimate objective is to develop and build a brand in terms of profit, volume and share.
Your Role and Responsibilities:
You are the Pakistan Brand Manager for HUGO Fragrances and your task is to develop and propose an
appropriate Marketing plan for the first 12 months of the launch for Pakistan, including:
Pricing: energise should be positioned as a high value fragrance, which needs to be reflected also
via the consumer price. Similar positioned competitors have prices of around $45 for a 125ml bottle,
which you dont want to undercut. Further, going below this price could potentially hurt the whole Hugo
Boss brand equity.
Marketing Budget: You will need to work with your team to agree on your marketing budget, but you
know from past experience you need $3 - 4 million for a good year 1 support plan including prime
prospect targeting. Pakistan can spend 18% of the global marketing budget.
Communication Plan: you need to develop a holistic communication plan for the launch of your new fine
fragrance, which will allow you to achieve your awareness objectives. To this end, you need use the
most appropriate combination of media tools (see below tool box) in order to launch your
fragrance.
Awareness: especially in the first year, it is important to create brand awareness rather quickly in order to
build up market share. Objective of your plan is to reach 70% awareness rate within your target group 12
months after launch. You will need to develop a strategy (TV, radio, print advertising, YouTube Video, etc.)
in order to achieve this awareness target.
o The media department informs you that in order to reach 70% awareness you have the choice
between TV and other channels. (See toolbox below for details on awareness impacts and costs on
each channel).
o For simplicity you can assume the costs are for 1 years worth of support.
o You can assume you add awareness e.g. 40% TV awareness + 20% print awareness = 60%
awareness. Up to a maximum of 100% awareness.
You sh ould assume that $585,000 of your marketing budget should be spent against your ideas defined
here and covers all the ideas you have to reach your prime prospects.
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
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The target audience: Whom are you communicating to? (Consumers characteristics, demographics and
psychographics profiles). You will need the expertise of CMK (market research) to determine your
target audience. How do you effectively target your prime prospects?
Sampling:
Sampling is an excellent promotion tool as this gives you the opportunity to offer your product for testing at a
strategic place. This can be a key tool to build trial and you can combine it to:
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
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The Toolbox:
Media
Advantag
es
Excellent for national coverage
Fast awareness builder.
Good for image building.
Quality of your message
(audiovisual).
Given P&Gs buying power
with TV stations (based on the
high volume of airtime bought
for all P&G brands)
Disadvantages
Difficult to target
specifically.
Expensive.
Foreign channel
competition.
Low audience focus
(zapping).
Outdoor
Expensive.
Static message
Need simplicity of
message.
Low audience focus
Radio
Targeted medium.
Local & national coverage.
TV
Cinema
Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.
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