Crest Whitestrips Marketing Plan

The following is a rough draft. To receive the full updated version please E-mail me.

I. Situation Analysis
a. Internal Environment
      i.   What is the company’s mission and overall business objectives?

The following mission statement along with various other details were retrieved from the Crest Whitestrip web site, at   http://www.pg.com/company/who_we_are/ppv.jhtml, and wording improved per our group collaborations. “Crest Whitestrips will provide the best over-the-counter branded whitening beauty products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. In doing so, we will reap competitive advantage over other companies with a product that is easier and more beneficial to use. Our consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper” (http://www.pg.com/company/who_we_are/ppv.jhtml).
Our Values include the Proctor & Gamble vision which includes a center focus on its people and the values by which the company stands. Although the company stands firmly for many different values, the following five are our core focus which we incorporate into our company’s overall business objectives:  

1. Integrity – Involves doing the right thing with honesty and straightforward principles in every action and decision.
2. Leadership – Engages everyone in his or her area of responsibility with a deep commitment to deliver results while holding a clear vision for the future.
3. Ownership – Entails individual liability to meet our business needs, improve our systems, and help others to improve their effectiveness.
4. Passion for Winning – Displays our determination to be the best while boasting a healthy dissatisfaction with the status quo.
5. Trust – Respect given to each colleague, customer, and consumer, while upholding the golden rule, “Treat others as you wish to...