“Guard” is facing multiple challenges in terms of location, awareness, selling, position in market and brand image but the main question to bring solution to this question is where to allocate budget of marketing.

2. TODAY’S ROUTE MAP
RECENT CONTEXT
MAIN QUESTION
ALTERNATIVES
OUR RECOMMENDATION
WHAT’S NEXT?

3. RECENT CONTEXT
Market share of
Guard in Quebec is
5.6% and 1% in
Ontario for the
deodorant soap bars
market.
58% people in
Quebec and 28% in
Ontario are already
aware of the product
“Guard” from Lever.
Quebec alone
covers 51% business
of Guard with the
population of 27%
of Canada.
70% consumers
repurchased Guard
at least twice and
are satisfied with the
product.
01
Lever’s product “Guard” is working good in Quebec market and it also
covers market in Ontario with less percentage. People are aware about
the brand and product but for some reasons sale of product is less.

4. 28 31.5
9.7
30.8
39.5
21.3 20.6 18.6
57.9
15.4
9.5
17.2
0
20
40
60
80
Deodrant Beauty Bar Low Priced Others
Soap Bar Market in
Ontario, Quebec,
Prairies
Quebec Ontario Prairies
27%
36%
37%
Population
Quebec Ontario Others
51
1%
11
26
0
10
20
30
40
50
60
Market Share of Guard
Quebec Ontario Praries Others
RECENT CONTEXT
02
Lever’s product “Guard” has a market share of 51% alone in Quebec
and on second number Prairies and other areas of Canada. Soap bar
market in Quebec, Ontario and Prairies is increasing.

5. RECENT CONTEXT
50% market is
covered with 2 main
retail chain stores in
Ontario
In Quebec, 58%
people are aware of
“Guard”, but only 18%
people are using while
in Ontario out of 28%
aware of product, only
2% people are using
the product.
Delisted by 2 major
Retail Chain Stores in
Ontario which is
creating a limitation
for the brand to
enter the market.
Tough competition in
the Ontario as more
entrants are
providing more
product varieties and
discount.
03
Lever’s product “Guard” is working good in Quebec market and it also
covers market in Ontario with less percentage. People are aware about
the brand and product but for some reasons sale of product is less.

6. MAIN QUESTION
How should the promotion money be
allocated between Ontario and
Quebec & Prairies to increase the
sales of the “Guard” deodorant soap
bar?
04
“Guard” is facing multiple challenges in terms of location, awareness,
selling, position in market and brand image but the main question to bring
solution to this question is where to allocate budget of marketing.

7. ALTERNATIVES
05
The two main alternatives which can derive from the question and other
background is where should Guard allocate their marketing budget in order
to increase sales.

8. ALTERNATIVES
 Reach: Increase the reach
of Guard to large
populated area
 Sales: Increase in sales by
partnership with the giant
retail chain stores
 Geography: Developed
area – easy to use the
technology and resources
 Finance: Large amount of
investment required
 Diversified Market:
Different Needs and
Opinions of the customer
 Research: Market research
and sample tests required
for better understanding
 Trust: No trust from retail
chain stores on the brand
06
With the future forecast or assumption of the large market potential, more
people, big opportunities to increase sales, Ontario can be an alternative to
allocate the budget to boost up the sales.

9. ALTERNATIVES
 Established market:
Approx. 58% People are
already aware of the
product.
 Repeat Buyers:
Satisfaction ratio is high
for the product in Quebec
 Opportunity: 43% of
product selling is done
through individual stores
 Limited Reach: Limitation
to the reach of the product
to Quebec only
 Ethnicity: French speaking
people are more then
English people
07
In the already established market and more sales in the area, with less
investment and more opportunities through individual stores Quebec is the
other alternative to boost up the sales.

10. OUR RECOMMENDATION
Invest 35% of allocated budget in Ontario, 15% in Quebec,
15% in Prairies and rest 35% in other areas of the Canada
which will be subdivided into different territories as required
Quebec
15%
Ontario
35%
Praries
15%
Others
35%
Budget Allocation
Quebec Ontario Praries Others
 Quebec: 15% of the allocated budget should be
reserved for Quebec as the market is already
established and it already covers around 51% of
“Guard” business in Canada which will slowly increase
the market share of Guard in Quebec.
 Ontario: Major Budget allocation should be done in
Ontario with 35% of allocated budget, as the market
is large and competitive environment that will use
more resources and finance.
 Prairies: 15% budget should be allocated to Prairies as
it is the growing market and compared to other areas
of Canada, Guard is working good in Prairies.
 Others: The other 35% budget should be fixed for
other areas of Canada which will include British
Columbia, Alberta, Maritimes and other.
08

11. OUR RECOMMENDATION
Build a strong relationship with the small retail stores in
Quebec as well as in Ontario as in Quebec 43% Grocery
trade is done through individual stores.
Individual
/ Small
Stores
Retail
Chain
50%
Ontario Retail
Individual / Small Stores Retail Chain
 Small Retail Stores Market: Partnership with retail
stores needs to be done in Quebec on commission
based as well as discounts on the ordering of the
products.
 Giant Retail Chain Stores: Create a relationship with the
Giant Retail chain stores as well as small stores in
Ontario as the major market is covered by 2 giant retail
stores.
 Annual Meets: Half yearly Meetings / Events with the
Retailers and Wholesalers should be organized to know
the reviews, opinions, and consumer feedback.
 Discount: Introduce Discount Coupons, Product
Schemes and Promo offer for the Retailers, Wholesaler
as well as Customers to gain Trust and Credibility.
 Sales Pilot: Assign sales person at each retail chain store
and providing free samples will be additional benefit.
Individual
/ Small
Stores
Others
57%
Quebec Retail
Individual / Small Stores Others
09

12. OUR RECOMMENDATION
Implement Marketing / PR activities including Print/Web
Advertisement, TV Commercials, Radio Advertisement, Social
Media Campaigns, Promotional Offers to customers
 Web / Print Advertisements: Create an unique Web as well
as Print advertisements in Local Newspaper, Magazines,
Flyers, and other mediums like Websites, E Newspapers,
News Websites or other blogs
 TV Commercials: Make an attractive TV Commercial with
well-known artists to attract more audience and increase the
reach of the product to more people.
 Radio Advertisements: In the busy world, people who travel
a lot will be connected to the smartphone. For them Radio is
the medium to connect with them wherever they are.
 Social Media: Start Social Media Campaign which will include
Search Engine Optimization, Social Media Posts, Blogs, and
many more to connect with social media users as a part of
branding.
 Corporate Social Responsibility: Focus on the corporate
responsibility should be done in order to gain more
credibility
10

13. REVIEWING
Out of all the alternatives and recommendation, the graphic will give idea about the
preference of alternatives that needs to be selected based on positive results
expected.
 Investment in Ontario, Quebec and other territories:
Allocate budget in specified percentage that will divide
the funds and the market and start Marketing and PR
activities.
 Invest in Ontario: Only investment in Ontario will take a
huge investment for the company for single product.
This will take the budget of Quebec and other areas
which are already running good then Ontario.
 Invest in Quebec: Only investment in Quebec will create
a limitation for the product to only one area
 Run as per old plan: Continuing the old plan made and
run the promotions, , marketing to keep the product
run as it was running earlier.
11

14. WHAT’S NEXT?
Allocate Budget
to Individual
Territories
Take Approval
from Board
members
Hire Sales
Representatives
for retail sales.
Professionals for
advertisements,
TVC production
Set Target sales
figure for retail
stores for
commission as
well as other
offers
Implement the
marketing
activities,
promotions and
social media
campaigns
Quality check
and Review the
performance
Budget Allocation Approval Hire Professionals Set Target Implementation Quality Check
12
The next thing is to allocate budget for the plan, take approval from board
members, hire resources, set target for the professionals, implement the
strategy and the final stage will be quality check and the reviewing of it.

15. 13
Timeline: In the market, the results are variable according to the demand.
Implementation will be done quarter wise in 4 phases throughout the year to
get the desired results of the plan and review accordingly.
WHAT’S NEXT?

16. 14
Immediate Call to Action: Lever start focusing on the advertisements, and hire
professionals who are expert in the creative and media industry. Along with
this, Social Media Campaign will be additional things that needs to start.
WHAT’S NEXT?
Step 1: Hiring of Creative Advertising Agency experts in the
development of concepts and create attractive contents
suitable for current market.
Step 2: Find out right Target Audience and start the Social
Media and Online Marketing Campaign.
Step 3: For Branding of the product, first step will be to
start publishing small Animated Clips, Posters, News, Facts
related to the product needs to be developed and published
in Newspaper as well as on Online Platform.