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By: Ashley Boyer, Cherelle Jackson and Jessica Prchlik

v• Proctor & Gamble

• Growth & Acquistion of PUR Extending the PUR Offering

Company History

iCompetition • Within Filtration Industry • Within Water Industry

Trends • Downfall of economy • Going Green • More Health Conscious

Water Filtration Industry

tDescription • Female • 18-34 • Single • Modest Income ($25,000-50,000) • Health-Conscious, Environmentally Friendly

Reasons Why

Target Market

aWater Filtration Products

• Benefit (Filtered vs. Bottled vs. Tap) • Product Attributes • Health Concerns • Hard Water Presence

Distribution

Buying Behavior

m• Create environmentally friendly products• Provide healthy options for PUR customers

Marketing Objectives 2008 Goal for 2009

Market Share 30.9% 34%

Pitcher Sales $12,774,000 $13,412,700

Flavor Options $1,700,000 $2,000,000

Vitamin Options 0 $1,000,000

i• Create product awareness for PUR Vitamin packets

• Promote future purchases of Vitamin packets

• Reach 35% of target market through trial use

• Reach 30% of target market through advertising

Communication Objectives

nBudget

Sales Promotion 60%Free Premiums 60%In-store Sampling 15%Coupons 10%Product Placement 15%

Advertising 40%Television 30%Magazine 60%Billboard 10%

IBP StrategySales Promotion • instore sampling • free premiums • coupons • product placement p

uUSP with Comparison • variety of product options

Advertising • billboard • television ad • magazine

rMeasuring Success

Conduct a survey • Opinion of the company • Quality of its products

Distribution • Target Market • Current customers • Random sample of non-customers

Billboard

Magazine Advertisement

In-store Handout

Television Advertisement