Selena is the biggest ever Naturella news! Brand: focus on building awareness of disruptive innovation Go to market hero: pads
Tier 1
initiative with 6% incremental volume
299MSU incremental (8.5MM$ NOS) - 49MSU incremental (0.9MM$ NOS)
In RU will bring In UA
Total reach 75% both in RU / UA
= Local Top-spin
Disp. share - 30% RU, 40% UA Feat. Share - 30% RU 9 POSMS – 80% ACV
Print, Factories, Postnatal: coverage RU-6%, UA-18%
Search, banners, social networks, Coverage 25-30% in RU, 15-20% in UA RU: up to 50 issues nationally, 30 regional UA: 35 issues
Direct print: coverage 45-50% in RU, 4045% in UA. Nonstandart SP + booklet
In-store Objective: to paint stores green! POSM menu: 9 items - 80% ACV Targets WD - 97 (+1ppts.) in RU WD- 90 (+4ppts.) in UA Disp. share - 30% RU, 40% UA Feat. Share - 30% RU, Shelf share – 15% • Flower distribution: Modern Trade: + 1 SKU to list on top behind upgrade Traditional Trade: Naturella Thick and Ultra in each store • Glorious shelf : Do not lose shelf behind transition. Fix Shelf via Trays Communicate superiority via Shelf decoration • Power display Decorated Naturella Pads + Liners display in every store
Drive trial - sampling 1. Address key Naturella trial barrier “it’s not different from my product” with disruptive Selena proposition 2. Educate consumer via product info on envelop to address “lack of believability” barrier
Format / Carrier
RU
Coverage
Sampling in Print
400M
200M
Factory
750M
300M
Life stage post natal (test)
350M 1.5MM
Coverage 6% in RU, 18% in UA – biggest ever for Naturella!
Immerse in Naturella world – MBCI IDEA In summer women visit beauty salons less often, and are eager to use everything fresh & natural. We are offering them “Natural care salon in the garden” Participants:
Shamtu; Blend-a-Med BIO; Braun; Pampers
UA
0.5MM
Digital Selena is the first Naturella initiative with big Digital support! 1. Build awareness
Impressions - 280MM UA (Ind. 275 vs. FY0910), - 122 MM RU (Ind. 140 vs. FY0910) Expecting up to 1MM visitors on Naturella sites
2. & immerse in Naturella world on Naturella site & partnership with main female web-sites
PR The biggest ever PR support since launch! Press tour to Schwalbach Innovation Center Consumer Events and creative press-mailing IDEA Naturella invites you to celebrate “Day of Caress” – specialoccasion to care for your sweethearts! National 30-40 print, 10 Internet Regional 2-3 TV reports, 22 print, 6-9 Internet 37MM impressions
Ukrainian PR 1. Create WOM, surprise women 2. Educate women about Selena via samples IDEA Flower platform decorated with chamomile go through the city Press Event with celebrity Viral video (link to video is in post release) Coverage: 35 issues in TV, press, Internet
First results!
What is the next for Selena? Guarantee drive In OND’10 we are launching Guarantee drive MBCI which is targeted to drive P&G fem care portfolio through reassuring consumers with superior qualities of our products. Guaranteed. Unique skin care.
Evolving Naturella equity - Booth IDEA Naturella is the feminine hygiene brand which takes care of women and gives them opportunity to connect with Nature even in the hectic life style.
Collaboration with designer
Brand Ambassador - brand values advocacy Participation in SPs and advertorials with reco (interviews, advice, contests, etc.) Exclusive edition of accessories or clothes for brand needs (contests, promo, etc.)