1. Jason & Yong Soak Wash Co. What’s next?

2. Jason & Yong 3CsCustomer Company Competitor Main Issues Key Objective Criteria Alternative Evaluation Matrix Recommendation Implementation Conclusion Agenda

3. Jason & Yong -Sophisticated and careful to their clothes -Mostly women -Fairly high level of income -Routine-purchaser to Forever New Customer

4. Jason & Yong -Product superiority -Unique “No rinse” feature -Specialized to fine garment -Passionate Owner -Contemporary packaging & merchandizing -High Pricing strategy Company

5. Jason & Yong -Industry leader, Forever New -Huge market share occupied by Forever New -Strong customer loyalty retained -Product familiarity to retailer & end customer Market Positioning Price Product quality Forever New Soak Competitor

6. Jason & Yong Inadequate Market Share Relationship with retailer Relationship with customer Main Issues

7. Jason & Yong Key Objective Market penetration Build strong partnership with retailer Break the routine-purchase

8. Jason & Yong Criteria Market Share Retailer Relationship Customer Relationship Cost to Implemen t Time to Market

9. Jason & Yong Alternative Competitive Pricing Additional Distribution Channel Altering Promotion Mix I II III

10. Jason & Yong Competitive Pricing Additional Channel Altering Promotion Mix Market Share (4)4*(4) = 162*(4) = 85*(4) = 20 Retailer Relationship (3) 2*(3) = 61*(3) = 34*(3) = 12 Customer Relationship (3) 4*(3) = 125*(3) = 154*(3) = 12 Cost to Implement (2) 2*(2) = 4 1*(2) = 2 Time to Market (1) 5*(1) = 52*(1) = 2 Total432248 Evaluation Matrix

11. Jason & Yong Recommendation We estimate the market value for the lingerie & sweater detergent = $1B Assume we only have 5% market share, $50M From this estimate, we can see Huge market potential Invest! With aggressive marketing

12. Jason & Yong Recommendation * Product differentiation by different packaging * Empowered sales team with Salesforce.com * Offer higher profit margin for early adopters * On-the-street demonstration New Promotion

13. Jason & Yong Implementation * Product differentiation by different packaging Soak Yellow! 10oz Banana Favour Soak Blue! 14oz Fresh Air Soak Red! 28oz Passion

14. Jason & Yong * Empowered sales team with Salesforce.com Join Salesforce.com Form an empowered sale team Build a strong relationship with owners of special stores Penetration to special stores Implementation

15. Jason & Yong * Offer higher profit margin for early adopters Current price = $0.88 per oz Assume Soak Wash currently offer $0.60 per oz to stores Offer the product at $0.55 per oz to FIRST 5 STORES (Retailers) for 1 year Implementation

16. Jason & Yong * Offer higher profit margin for early adopters * On-the-street demonstration Showcase our product: True ability to handle fine garment in real time In front of laundry stores Implementation

17. Jason & Yong New Promotion By implementing the new promotion strategy, our consultant team assumes that: the market share of Soak Wash Co. will increase by 5% within 2 year in addition to gradual growth with better brand recognition $170,000 + $12,000 + $580,000 + $36,400 = $789,400 (Estimated Costs) Conclusion