TV advertisement • We included Inflation (8%) in TV services costs • A 30 sec video is just enough to catch the idea • Several different videos will be shot in the beginning of Year 1 and shown during 5 years • Videos will be shown 4 times a day Everything is in thousands $ Year 1 Expenses allocation by type Marketing expenditures are proportional to a country population Print ad 25% Ukraine 24% TV ad 75% Year 2 Year 3 Russia 76% Year 4 Year 5 Marketing expenditures 2, 000 2, 000 TV 1, 500 1, 500 Cost of the shooting a video 140 TV placement BUDGET 1, 360 1, 500 --Russia 1, 031 1, 137 --Ukraine Number of placements per day, Russia Number of placements per day, Ukraine 329 363 363 4 4 4 4 4 3 - -
Sales strategy Distribution • Russia: Hypermarkets and Supermarkets • Ukraine: Superettes Pricing • Matches the Premium Tier pricing • Customer Margin at 12% (above average) preferable sales conditions for P&G products Shelving • Eye-level better visualability • Shampoos, conditioners, treatments are next to each other a consumer will buy the whole range of products Merchandising Point of sales materials: • Bright colors, visible HS logo • Slogans the same as in TV and Print advertisements*: «As strong as impression» «Sunshine in your hair» «Long and strong» *Please, refer to full version in Doc file in attachments H&S example