SOAP

1
SOAP
russell davies I like the simplicity and clarity
of this. Youre not attempting to say too much.
Just one thing. Thats good.

• It cleans you and your stuff

2
INDUSTRY ANALYSIS

• Lets not talk about competitors, market share,
  share of shelf space, brand attitudes, relative
  likedness and so on. As you already know this,
  and then some.

3
PRODCUCT ANALYSIS
russell davies Do you need this page? Its not
really part of your argument is it?

• Though we did notice this industry is a category
  of superlatives and promises
• Makes whites whiter
• Keeps darks darker
• Is better smelling
• Cleans better in cold water
• And so on

4
BUT HERE IS WHAT MATTERS TO You
russell davies I like the focus on their
business and a hard-headed business issue, not
woolly, brand stuff.

• While over time detergents and soaps increasingly
  do a better job at what they do clean you and
  your things prices have been declining and
  margins squeezed. Essentially you are making a
  better product to sell at an ever lower price.
  Wal Mart and company have trained customers to
  expect this. But there is not much more room for
  prices to drop to achieve price dominance.

5
WE NEED TO TAKE BACK PRICE POWER

• To do this lets look at some trends bigger than
  soap itself.

6
GREEN
russell davies Be nice to have some data to
support this assertion. I know you might not be
able to get soap-powder related data, but their
must be free data that might help you make your
point here.

• Given you new product, youve already noticed
  this people are more aware of the impact the
  choices they make have on the environment around
  them. Organic food, Fair Trade, sustainable
  energy, carbon neutral, recyclable packaging, DIY
  reuse of packaging, and so on.
• Products cant get much better performing (e.g.
  better cleaning, etc,,,) but their impact on the
  environment and therefore their conscious is
  influencing their purchase decisions.

7
AN INCONVENIENT TRUTH ABOUT SOAP
russell davies Dirty soap is a neat
juxtaposition. Like that.

• Most soap is actually very dirty.
• While is cleans you and your stuff it puts a
  tremendous amount of pollutants into the
  environment and onto your skin.

8
IN THE FUTURE
russell davies And thats a good analogy. Brings
the point home well.

• We will look back at todays soap the way we
  today look a leaded gasoline - irresponsible,
  disgustingly dirty, and responsible for
  unacceptable environmental harm.

9
YOUR OPPORTUNITY
russell davies Like I say, I like the simplicity
and directness of this approach. One big point,
clearly made. I worry that youre being a bit
didactic and assertive with a client who knows
way more than you. A more conversational approach
might make sense. And itd be nice to see you
make more of an effort to dig out some actual
facts to support your case. Lots of typos in
here. If English isnt your first language then I
forgive you. If it is then bad, very bad.

• Be know as more than just an eco-friendly brands
  of detergents and cleaners.
• Be known as the clean soap.