Decision History

2019 2020 2021 2022

Units to Produce (units) 50.0M 67.5M 42.0M 50.0M

Channel Price (per 100 loads) $6.00 $5.00 $7.00 $6.25

Formulation Pods Pods Pods Pods

Odor Odor Odor Odor

Product Features and
Positioning eliminatio eliminatio eliminatio eliminatio
n n n n

Trade Channel Spend

Convenience $7.5M $9.0M $9.8M $8.2M

Club $7.0M $9.0M $9.0M $7.6M
Grocery $5.3M $7.3M $9.8M $6.7M
Mass $5.3M $8.0M $9.0M $6.7M

Total Trade Channel Spend $25.1M $33.4M $37.6M $29.3M

Media Spend
Print $2.9M $4.5M $3.8M $2.9M
TV $2.9M $4.3M $4.5M $3.5M
Radio $2.6M $3.7M $4.5M $3.5M
Digital Ads $4.1M $4.2M $6.0M $4.7M

Total Media Spend $12.5M $16.7M $18.8M $14.6M

Target Market Segment

Under Under Under Under

$20,000 $20,000 $20,000 $20,000
Income
$20,000 - $20,000 - $20,000 - $20,000 -
$39,999 $39,999 $39,999 $39,999
Asian Asian Asian Asian
Black Black Black Black
Ethnicity
Ethnicity - - Hispanic Hispanic
- White White White
- - Other Other
- 1 1 1
2 2 2 2
Household Size 3 3 3 3
- - 4 4
- - 5+ 5+
Southeast Southeast - Southeast
Region
- Central Central Central
West West West West
Under 35 Under 35 Under 35 Under 35
Age
35 - 44 35 - 44 35 - 44 35 - 44
Decision History
2019 2020 2021 2022

Units to Produce (units) 42.0M 40.0M 35.0M 45.0M

Channel Price (per 100 loads) $7.00 $6.50 $6.00 $5.50

Formulation Powder Pods Pods Pods

Odor
Product Features and Cold Cold Cold
eliminatio
Positioning water water water
n

Trade Channel Spend

Convenience $6.0M $5.3M $6.3M $7.2M

Club $5.5M $6.0M $7.2M $7.2M
Grocery $6.0M $6.5M $7.7M $7.2M
Mass $7.5M $7.2M $8.6M $7.2M

Total Trade Channel Spend $25.1M $25.0M $29.8M $28.6M

Media Spend
Print $4.0M $3.8M $4.5M $3.6M
TV $2.6M $2.9M $3.4M $3.6M
Radio $3.1M $2.6M $3.1M $3.6M
Digital Ads $2.8M $3.3M $3.9M $3.6M

Total Media Spend $12.5M $12.5M $14.9M $14.3M

Target Market Segment

Under Under Under Under

$20,000 $20,000 $20,000 $20,000
$20,000 - $20,000 - $20,000 - $20,000 -
$39,999 $39,999 $39,999 $39,999
Income
$40,000 -
- - -
$59,999
$60,000
- - -
and Over
Asian Asian Asian Asian
Black Black Black Black
Ethnicity - - - Hispanic
- - - White
- - - Other
- - - 1
2 2 2 2
Household Size 3 3 3 3
- - - 4
- - - 5+
- - - Northeast

Region Southeast Southeast Southeast Southeast

- - - Central
West West West West
Under 35 Under 35 Under 35 Under 35
35 - 44 35 - 44 35 - 44 35 - 44
Age - - - 45 - 54
- - - 55 and
Over