This document is proprietary and confidential.

All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

The Products
Sunrise
Fresh
Downy
Product
sku
Price
Range

Single Rinse

Anti-Bac

Perfume Line

Low

Mid

Mid

High

Fresh Floral
Fragrance

Allows users to
rinse just once,
while also giving
long-lasting
freshness. It
truly helps
mothers save on
water

Provides long
lasting freshness
even when
sweating; it also
prevents malodour
causing germs.

has perfume-like
fragrance. As if
wearing perfume
everyday, with
perfume
microcapsule
technology

Packaging

Benefit

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

Assessing the Landscape

Philippines
Population

90

Millions

Average Size
Of Household

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

Assessing the Landscape

Philippines Fabric Softener Category

$PhP (in millions)
% Growth vs Last Year
Penetration
Spending per Buyer

2009
$4,200
+20%
40%
91

2010
$5,800
+38%
41%
87

2011
$7,400
+27%
43%
94

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

Assessing the Landscape

50%

50%

Hyper/Super
(City)

High Frequency Store

(County)

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

Assessing the Landscape

Volume Contribution
15%

10%
Sachet

Refill
75%

Bottle

Sachet is mainly sold in High Frequency Store while Refill &

Bottle is sold in Hyper/Super to richer shoppers.

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

Assessing the Landscape

Surf, one of the biggest players in the laundry

category, has now launched a Fabric Conditioner
product which offers similar benefits to Downy
but at a lower price. It has 4 variants - Blossom
Fresh, Morning Fresh, Spring Breeze, and Single
Rinse. Surf also recently launched its new variant
- Surf Aromatherapy.

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

Assessing the Landscape

Surf offers similar benefits to Downy but at a lower price.

Retail Price ($PHP)

400 ml
Bottle
1 L
400 ml
Refill
1 L

Retail Price ($PHP)

27 ml / 25 ml

Downy
$97
$230
$90
$210

Surf
$133 (800 ml)
$60
-

Downy

Surf

5-6

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

WHO

For the Filipino consumer, washing and ironing clothes is time-consuming,

especially in the Philippines because it is predominantly a hand-wash and handrinse market.

To wash 40 pieces of clothing (~4kg):

Pre-soak the load in water.
Soap/ wash clothes (3 hours)
Rinse clothes with water (1 hour, 4-5 times)
The last step before dry the clothes is rinsing the clothes in fabric conditioner.

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

WHO
User Profile

30%

20%

1 time/week

50%
Never

70%

Rare-Non
User

RegularOccasional
User

10%

7 times/week

20%

2-3 times/week

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

WHO

Consumer habits indicate that long lasting freshness is the most

important category driver.
Consumer insight:

Segment
Size of Prize
Regular users of
Category

Need Based

# 1 Scent Expressive
32%

# 2 Best Look Forward

26%

# 3 Safe & Efficient

20%

64%

56%

23%

I like having scent

on my clothes and
around my home- it
relaxes my mind and
lightens my mood

Getting the laundry

clean and fresh
Fresh smelling clothes on smelling in the most
my family gives me peace
convenient and
of mind that they will
efficient way lightens
feel confident and will
my load because I have
leave a good impression
very many
on others
responsibilities that
need to be attended
to

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

WHO
Top 10 Attributes consumers consider
most important in purchasing a fabric conditioner
1

Is excellent at providing clothes with a scent that lasts as long as I want

2 Maintains clothes in storage with a long lasting freshness

3 Is a brand that provides pleasure to use
4 Gives me the best freshness experience when I wear
5 Is a brand that provides pleasure to shop for
6 Is excellent at making fabrics more enjoyable to wear
7

Gives me the best freshness experience when I iron

Helps the family to look and feel best in their clothes

9 Leaves fabrics with a long lasting freshness

10 Has a long lasting freshness that prevents the sour smell of sweat on clothes

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

WHO
Factors that prevent consumers from using a fabric conditioner:
1) she is already satisfied with the basic freshness she gets
from her current detergent and
2) a fabric conditioner is too expensive to use all the time.
Both non-users and competitive users would be prompted to
try / switch to a fabric conditioner if it offers relevant benefits
over and above what current category and detergent delivers.

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

WHO

The main source of awareness of fabric conditioner brands continue

to be TV (92%) although in-store presence (70%) also plays an
integral role.

TV commercials play a powerful role in providing knowledge and

influencing her choice of brands, followed by her personal product
experience and word of mouth recommendation.

Other sources of influence include celebrities, in-store promoters

and immediate family members.

Online/Digital is in growing importance esp. to the premium

consumers who frequently search online and look for after-use
comments from the others.

This document is proprietary and confidential. All data presented were just made for the purpose of this competition. No part of
this document may be disclosed in any manner to a third party without prior written consent of Procter & Gamble.

Create a 1-pager
Growth Strategy
What is the biggest challenge/opportunity for Downy to
grow share?

What is the size of prize (in terms of value & share) you
expect the project can deliver?