I need your help with Marketing class 450

Decision Appendix

Table of Contents

Period One Colombia Mexico

Period Two Colombia Mexico Argentina

Period Three Colombia Mexico Argentina Peru Brazil Chile

Period Four Colombia Mexico Argentina Peru Brazil Chile

Period Five Colombia Mexico Argentina Peru Brazil Chile

Period One

Our team has decided that a generally homogeneous strategy will be best for Allstar Brands' entrance into Latin America. In all of the countries we plan to enter, we will be targeting the economy and family segments with a focus on low price and all inclusive SKUs. We will distribute through traditional, hypermarket, and self serve channels until our brand has the loyalty to branch out further. To adjust for differences in size and competition in each nation, we have made adjustments to our sales force as well as our promotional and advertising budget. We have decided to preserve resources and hold off on building a local plant until period two. Our two starting countries will not be drastically affected by international shipping costs or tariffs, and will allow us to gain some traction before investing in local production. We believe that these choices will secure a place in Latin America for Allstar Brands to grow and prosper.

Colombia Active SKUs: 3

- A standard selection of small, medium, and large sized units of our product will entice different consumer segments to our brand.

Ad Campaign Budget: 4.7 Million COP - We recognize the need to advertise our product and generate customer awareness, but

want to allocate reasonable budgets to advertising and promotion. Channels: Traditional, Hypermarket, Self Serve

- Allsmile needs to establish themselves in the standard channels before branching out into online and home delivery options.

Salespeople: 30 - Staying somewhere near the industry average, Allsmile will focus more of its salespeople

on traditional and hypermarket channels and fewer on self serve. We find the former two to be more important to our brand's success.

Production Source: Home - We have chosen to delay the building of a local plant until the second period to preserve

funds and help us gain traction. We have forecasted that the shipping costs and tariffs for Colombia will be favorable for our first period of production.

Pricing: Cost + 15% With a 5% Allowance - We believe that this pricing will establish Allsmile as a low price leader in the industry,

but will still be profitable and have no trouble getting its way onto local shelves.

Mexico Active SKUs: 3

- Having the sizing options of small, medium, and large means that prospective customers can buy our product for many different use cases. This allows us to profit off of different consumer segments.

Ad Campaign Budget: 8 Million P - Allsmile has provided a reasonable advertising budget in Mexico, with the hopes of

spreading brand awareness without breaking the bank. Channels: Traditional, Hypermarket, Self Serve

- We have decided to start our business in traditional sales channels, with hopes of gaining a loyal customer base and spreading to others.

Salespeople: 35 - To compensate for the added competition and size of Mexico’s market, we have

allocated more salespeople to this country. We hope that this middle range salesforce will be sufficient to operate our business.

Production Source: Home - Mexico, like Colombia, has a good business relationship with the United States and

therefore supplying the country with production from our home plant won’t be too expensive for the first period.

Pricing: Cost + 15% With a 5% Allowance - We believe that this pricing will establish Allsmile as a low price leader in the industry,

but will still be profitable and have no trouble getting its way onto local shelves.

Period Two

After reviewing the results from period one and the figures posted by our competitors in Latin America, it has become clear that Allstar needs to make some significant changes to their marketing strategy. First of all, it has come to our attention that in comparison to every competitor in the market, Allsmile is priced far too low to be profitable. While it is still our goal to be a low cost leader in the majority of Latin America, it is important to base our pricing in reality. Our team has made adjustments to each of our markets pricing strategies individually, increasing our figures to be in the same range as our opponents, but lower than the estimated market average MSRP for the coming period. Though we did not have a successful performance in our two entry countries, period one provided us with a lot of useful information that we can use moving forward. In period one we have noticed that sales through the Hypermarket channel have been doing exceptionally well in comparison to traditional and self-serve options. This indicates to us that we should focus more of our salesforce and promotion on traditional and self-serve markets to try and capture more business in these areas. In general, traditional channel sales have been trending down in the past. It is Allstar Brands goal to stimulate demand in these channels and to get our product back on track in period two. We have taken all of this new information into consideration when formulating our marketing strategy for Argentina. We are using the same SKUs and channels for Argentina, but are using our data to make more informed decisions.

Colombia Projected Market Share Next Period

- Economy: 25% Current - Total: 20%

Reasoning: In Colombia Allsmile currently holds a 21.8% share of the economy toothpaste market and a 16.8% share of the toothpaste market as a whole. Based on our calculations and the growth of our competitors in the country, we are estimating that our hold in the economy sector will increase to something in the ballpark of 25%, and 20% in the market as a whole. Active SKUs:

1. Economy Small Tube Paste 2. Economy Medium Tube Paste 3. Economy Large Tube Paste

Reasoning: Our team still believes that our selection of three SKUs in the economy market are suitable for our early periods in Latin America. With adjustments in price and promotion this period, these products are projected to sell very well and meet the needs of several consumer segments. Pricing

1. Economy Small Tube Paste: 3399 COP 2. Economy Medium Tube Paste: 4399 COP 3. Economy Large Tube Paste: 5199 COP

Reasoning: After our poor performance in the first period, we have put a lot of consideration into the pricing of our products. Using market averages, we adjusted our initial pricing to be just slightly less expensive than our competitors. This pricing will hopefully maintain our status as a low cost leader in the market, while counterbalancing our cost of goods sold enough to generate a decent profit. Our calculations show that on average prices have been increasing by 8%, which we have accounted for in our pricing for next period. Allowance

1. Economy Small Tube Paste: 10% 2. Economy Medium Tube Paste: 8% 3. Economy Large Tube Paste: 10%

Reasoning: Based on industry averages, we have decided that something in the range of a 10% allowance will be sufficient for our SKUs in Colombia. In this country our medium sized SKU is selling the best out of the group, and because of this we have given this product an 8% allowance instead. Ad Campaign Budget

- 2000 Million COP Reasoning: Allsmile recognizes that it didn’t allocate nearly enough money to advertising during period one. To rectify this, we have looked at the advertising campaigns of our competition, both global and local. Based on this, we have selected a new budget for our campaign in an attempt to generate interest in our product without overspending. We have also taken into consideration the fact that our main competitor, Dentacare, spent more than twice as much on their advertising in period one as they did in period two. We plan to start advertising more prominently, and eventually decrease this budget as customers become more familiar with our brand. Channels

1. Traditional 2. Self-Serve 3. Hypermarket

Reasoning: Our team still believes that it will be best for Allsmile to stay in its three main channels, traditional, self-serve, and hypermarket. After we have had a more successful period financially, we may feel confident enough to expand into the remaining two channels. Sales Force

1. Traditional: 12 Salespeople 2. Self-Serve: 8 Salespeople 3. Hypermarket: 6 Salespeople

Reasoning: Looking at our competition’s numbers, it became clear that our salesforce in Colombia was around the right number. However, the way that we distributed it among our main channels was not supporting our performance. Hypermarkets have been performing exceptionally well in both of our starting countries. Knowing this, we have decided to allocate more of our sales force to our traditional and self-serve channels. Promotion Budget

1. Traditional: 400 COP 2. Self-Serve: 500 COP 3. Hypermarket: 100 COP

Reasoning: In line with our sales force decision, we have decided to promote our traditional and self-serve channels more heavily. Our promotional budget has been increased in general to more closely match our competitors.

Mexico Projected Market Share Next Period

- Economy: 18% - Total: 8%

Reasoning: Currently Allsmile holds a 12.1% share of the economy toothpaste market in Mexico, and 4.8% of the toothpaste market as a whole. We believe that these numbers are low due to our lack of preparation in entering the market. After correcting some of our most troublesome figures like pricing and promotion, we estimate an economy share around 18% and a total share of 8%. Active SKUs:

1. Economy Small Tube Paste 2. Economy Medium Tube Paste 3. Economy Large Tube Paste

Reasoning: Similar to Colombia, Allsmile has elected to stick with our original SKU formulations until we gain more traction in the market. At that point we may expand our selection. Pricing

1. Economy Small Tube Paste: 26.9 P 2. Economy Medium Tube Paste: 30.9 P 3. Economy Large Tube Paste: 41.9 P

Reasoning: As was the case in Colombia, our pricing strategy in Mexico for period one was far too low. After reviewing data from our competitors and analyzing trends in the market, our team has increased our prices to be closer to average. Additionally, our calculations have shown that MSRP in Mexico has increased by 15% among global competitors, and 8% locally. We have taken this into account when setting our prices for period two. Allowance

1. Economy Small Tube Paste:10% 2. Economy Medium Tube Paste: 8% 3. Economy Large Tube Paste: 10%

Reasoning: Our team has determined that keeping allowances around 10% will be the best for Mexico as well. We have lowered the allowance to 8% for our medium SKU to counteract the popularity of the product. Ad Campaign Budget

- 180 Million P Reasoning: Our advertising budget in Mexico needed adjustment from period one as well. Our team used data from our competitors to determine a reasonable budget, keeping in mind trends from period one. We noticed that unlike Colombia, in Mexico our main competitor has increased their advertising budget since the first period.

Channels 1. Traditional 2. Self-Serve 3. Hypermarket

Reasoning: Similar to Colombia, Allsmile will remain in the same three channels that it started in during period one. Sales Force

1. Traditional: 40 Salespeople 2. Self-Serve: 25 Salespeople 3. Hypermarket: 15 Salespeople

Reasoning: Based on market averages, our team has allocated what we believe is a reasonable salesforce for Mexico. Keeping in mind that hypermarkets have served as the most successful channel for our business, we have directed more of our human resources to the less successful traditional and self-serve channels. Promotion Budget

1. Traditional: 30 P 2. Self-Serve: 20 P 3. Hypermarket: 10

Reasoning: As explained above, our promotional budget has been designated in a way that provides more resources for our traditional and self-serve channels than in hypermarkets.

Argentina

Projected Market Share Next Period 1. Economy:15% 2. Total:8%

Reasoning: Based on our current forecasts and the trends of local and regional competition in the country, we project that Allsmile will end up with a BLANK share in the economy market and BLANK in the Argentinian market as a whole. Active SKUs:

1. Economy Small Tube Paste 2. Economy Medium Tube Paste 3. Economy Large Tube Paste

Reasoning: These three SKU formulations should suit Allsmile nicely for its entry into Argentina. We should be able to remain solely in the economy market, while providing enough product variety to fit several use cases and consumer segments. After we have established a firm foundation with these products, we may be able to expand our selection of formulations. Pricing

1. Economy Small Tube Paste: 149.9 ARS 2. Economy Medium Tube Paste: 179.9 ARS 3. Economy Large Tube Paste: 249.9 ARS

Reasoning: Knowing that our initial pricing decisions for Colombia and Mexico were way off the mark, our team has taken extra special care to establish solid figures at the beginning. Based on data from our competitors, we have calculated that on average, prices from our global competitors rose by 72% in the last period.This being said, we have set our pricing just below what we predict the industry average to be in period two. Allowance

1. Economy Small Tube Paste:14% 2. Economy Medium Tube Paste: 12% 3. Economy Large Tube Paste: 14%

Reasoning: When entering Argentina, our team has recognized that to establish ourselves in the market, we must allocate more money to our allowance, advertising and promotion. Knowing this, we have planned for a 14% allowance, with a 2% decrease for our popular medium sized SKU. Ad Campaign Budget

- 275 Million ARS Reasoning: As stated above, in order to gain a foothold in Argentina, Allsmile will be given a hefty advertising budget there. We are also keeping in mind that Britesmile, our main competitor, has nearly doubled their advertising budget from period one to two. Channels

1. Traditional 2. Self-Serve

3. Hypermarket Reasoning: As in Colombia and Mexico, we have determined that traditional, self-serve, and hypermarket channels are still the best places to sell our products. This being said we have adapted our strategy to best fit the local specifications. Sales Force

1. Traditional: 25 Salespeople 2. Self-Serve: 20 Salespeople 3. Hypermarket: 18 Salespeople

Reasoning: Based on our competitors salesforces in the region, we have allocated a reasonably sized crew of workers. Our traditional and self-serve channels have been given more of our salesforce based on our experiences in Colombia and Mexico and the success of our hypermarket sales. Promotion Budget

1. Traditional: 75 ARS 2. Self-Serve: 50 ARS 3. Hypermarket: 40 ARS

Reasoning: Lastly, we have given our channels a decent sized promotional budget to help gain a foothold in Argentina.

Period Three Allstar Brands is happy to report that our Latin American performance in period two was much more successful than in our first. We have set our prices and promotional budgets at competitive levels and continue to grow in our new markets. Our products have been performing exceptionally well in hypermarket channels, so we want to continue to support this success while boosting our promotion in other, less active channels. This period we plan to enter the remaining countries in Latin America, as well as expand our product line and sell in one new channel. Our team has carefully chosen a new segment of SKUs formulated with a healthy benefit and a gel texture. We believe these products will fill a much needed gap in our marketing coverage and our research shows that the healthy market is just beginning to take off. In preparation for a period of tight fiscal policy in Argentina, we have raised our prices in the country. We hope to replicate and amplify our success from last period with similar strategies and calculated adjustments.

Colombia Forecasted Period Three Market Share

- Economy: 25% - Healthy: 27% - Total: 21%

Reasoning: Economy: During period two Allsmile exceeded our expectations and ended up with nearly 40% of the economy benefit market share, and 20% of Colombia as a whole. We have high hopes for period three and our addition of another line of products in the healthy benefit category. With this addition, we have estimated that we will enter the healthy market with a 20% share, resulting in a total share in Colombia of 35% for period three. Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

Reasoning: Our team has decided that the healthy benefit market is a great place for Allsmile to develop a new line of products. The healthy market is not very saturated yet and we believe entering now will reward us with about BLANK percent of the market share. We have elected to use the new gel formulation to distinguish our product from our own economy line and the SKUs of our competitors. We will be continuing our popular line of economy SKUs without change to the formulation. Pricing

1. Economy Small Tube Gel: 4599 COP 2. Economy Medium Tube Gel: 5299 COP 3. Economy Large Tube Gel: 5799 COP

4. Healthy Small Tube Paste: 5199 COP 5. Healthy Medium Tube Paste: 5899 COP 6. Healthy Large Tube Paste: 6399 COP

Reasoning: Our product pricing during period two was much more successful than in our first round, and generated a decent profit. We would like to continue this trend by adjusting our prices to be competitive in period three. To do so, we have calculated that on average, MSRP increased by 10% during the last period. We have adjusted our economy prices accordingly. Our healthy line of products will be a totally new formulation, and thus has no competitive

pricing basis. We have estimated a range of prices that we believe will earn us a competitive position in the market and a steady profit. Allowance

1. Economy Small Tube Gel: 10% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 10%

4. Healthy Small Tube Paste: Local: 12% 5. Healthy Medium Tube Paste: 10% 6. Healthy Large Tube Paste: 12%

Reasoning: Our line of economy products has been selling well in Colombia, and we believe that our allowance figures for these SKUs are in a good spot after minor adjustments from period two. Meanwhile, our healthy gel formulations will be brand new to this market, and we want to make sure that they make their way onto the shelves. This being said, we have provided more allowance to this new product line. Similar to last period, we have lowered the allowance figures for our medium sized products as they have been performing the best. Ad Campaign Budget: Families Economy

- 1000 Million COP Ad Campaign Budget: Families Healthy

- 6000 Million COP Reasoning: For advertising in Colombia, we have decided to create a new campaign to bring awareness to our new healthy gel formulations. We have dedicated a hefty budget to this project in an effort to really get the word out. We will also maintain our original economy campaign, but have lowered the budget to account for its age and exposure thus far. It is our thought that the new campaign will help bring exposure to both product lines. Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: We have been performing well in our three current channels, and would like to introduce Allsmile to another. Our team sees opportunity in web sales as digital business and smartphones have become more common in Latin America. If we can be among the first to enter this channel, we can control it. Sales Force

1. Traditional: 15 2. Self-Serve: 10 3. Hypermarket: 20 4. Web/Other: 5

Reasoning: Our sales force in period two performed well. We have elected to maintain most of these numbers with the exception of an increase to our hypermarket sales force. Hypermarkets continue to be our main source of sales in Colombia, and we want to do what we can to support them. We have also provided a small sales force to our new web/other channel to help establish it in the country. Promotion Budget

1. Traditional: 900 COP 2. Self-Serve: 700 COP 3. Hypermarket: 500 COP 4. Web/Other: 1000 COP

Reasoning: We have dedicated a large portion of our Colombian promotion budget to our new web channel in hopes to give it a successful launch. We are still underperforming in the traditional channel and gave it a similarly large budget. Our others we will continue to promote but have given less attention due to their success, particularly in hypermarkets.

Mexico Forecasted Period Three Market Share

- Economy: 12% - Healthy: 30% - Total: 17%

Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

Reasoning: Similar to Colombia, Allsmile has elected to stick with our original SKU formulations until we gain more traction in the market. At that point we may expand our selection. Pricing

1. Economy Small Tube Gel: 28.2 MXN 2. Economy Medium Tube Gel: 33.3 MXN 3. Economy Large Tube Gel: 42.4 MXN

4. Healthy Small Tube Paste: 32.5 MXN 5. Healthy Medium Tube Paste: 42.4 MXN 6. Healthy Large Tube Paste: 46.7 MXN

Reasoning: After analyzing and addressing our pricing strategy in round two Allsmile became significantly closer to other competitors. Additionally, our calculations have shown that MSRP in Mexico has increased by 8.8% among global competitors, and 6% locally. We have taken this into account when setting our prices for period two. Allowance

1. Economy Small Tube Gel:10% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 10%

4. Healthy Small Tube Paste: 12% 5. Healthy Medium Tube Paste: 10% 6. Healthy Large Tube Paste: 12%

Reasoning: Our team has determined that keeping allowances around 10% will be the best for Mexico as well. We have kept the allowance to 8% for our medium SKU to counteract the popularity of the product.

Ad Campaign Budget - 220 Million MXN

Reasoning: Though efforts to increase advertising budget greatly from period two went well we still found ourselves to be among some of the lowest of our competitors (local brands excluded). To adjust from this calculations were only drawn using non local competitor data. Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: Similar to Colombia, Allsmile will remain in the same three channels that it started in during period one. Sales Force

1. Traditional: 55 Salespeople 2. Self-Serve: 30 Salespeople 3. Hypermarket: 20 Salespeople 4. Web/Other:10 Salespeople

Reasoning: Based on market averages, our team has allocated what we believe is a reasonable salesforce for Mexico. Keeping in mind that hypermarkets have served as the most successful channel for our business, we have directed more of our human resources to the less successful traditional and self-serve channels. Promotion Budget

1. Traditional: 37 MXN 2. Self-Serve: 25 MXN 3. Hypermarket: 18 MXN 4. Web/Other: 5 MXN

Reasoning: As explained above, our promotional budget has been designated in a way that provides more resources for our traditional and self-serve channels than in hypermarkets.

Argentina Forecasted Period Three Market Share

- Economy: 5% - Healthy: 12% - Total: 8%

Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

1. Healthy Small Tube Paste 2. Healthy Medium Tube Paste 3. Healthy Large Tube Paste

Reasoning: Having the sizing options of small, medium, and large means that prospective customers can buy our product for many different use cases. This allows us to profit off of different consumer segments. Pricing

1. Economy Small Tube Gel: 219.9 ARS 2. Economy Medium Tube Gel: 259.9 ARS 3. Economy Large Tube Gel: 319.9 ARS

4. Healthy Small Tube Paste: 249.9 ARS 5. Healthy Medium Tube Paste: 299.9 ARS 6. Healthy Large Tube Paste: 349.9 ARS

Reasoning: We believe that this pricing will establish Allsmile as a low price leader in the industry, but will still be profitable and have no trouble getting its way onto local shelves. Allowance

1. Economy Small Tube Gel:10% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 10%

4. Healthy Small Tube Paste:12% 5. Healthy Medium Tube Paste:10% 6. Healthy Large Tube Paste:12%

Reasoning: Ad Campaign Budget

- 500 Million ARS

Reasoning: Allsmile has provided a reasonable advertising budget in Argentina, with the hopes of spreading brand awareness without breaking the bank. Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: We have decided to start our business in traditional sales channels, with hopes of gaining a loyal customer base and spreading to others. Sales Force

1. Traditional: 20 Salespeople 2. Self-Serve: 15 Salespeople 3. Hypermarket: 25 Salespeople 4. Web/Other: 6 Salespeople

Reasoning: To compensate for the added competition and size of Argentina’s market, we have allocated more salespeople to this country. We hope that this middle range salesforce will be sufficient to operate our business. Promotion Budget

1. Traditional: 75 Million ARS 2. Self-Serve: 50 Million ARS 3. Hypermarket: 40 Million ARS 4. Web/Other: 5 Million ARS

Reasoning: This budget should help our products in Argentina to retain traction and become best sellers in the market.

Peru Forecasted Period Three Market Share

- Whitening: 30% - Healthy: 24% - Total: 20%

Active Skus

1. Whitening small tube gel 2. Whitening medium tube toothpaste 3. Whitening medium tube gel 4. Healthy medium tube toothpaste 5. Healthy large tube toothpaste

Reasoning: The market in Peru is saturated mostly with Economy/Healthy medium sized tube toothpaste. We have decided to add a small tube gel since there are no gel products in Peru and we believe introducing a new way to deliver our product would be exciting. Most of our products are centered around whitening since there are not many whitening products in Peru. However, since they seem to love healthy we have decided to add those as well with gel and paste options. We have no children options since Peru is not growing very rapidly. Pricing

1. Whitening small tube gel: 4.62 PEN 2. Whitening medium tube toothpaste: 5.75 PEN 3. Whitening medium tube gel: 6.15 PEN 4. Healthy medium tube toothpaste: 6.65 PEN 5. Healthy large tube toothpaste: 7.75 PEN

Reasoning: When looking at the price that our competitors are using we took those prices into account and found the average. Also, prices in this region are rising each year so therefore we added a few cents to each product. Over a year our competitors prices almost jumped a dollar. We are predicting that they will jump again in the years to come. In order to be in a similar range we priced a little high, yet reasonable. Allowance

1. Whitening small tube gel: 6% 2. Whitening medium tube toothpaste: 12% 3. Whitening medium pump toothpaste: 10% 4. Healthy medium tube toothpaste: 10% 5. Healthy large pump toothpaste: 7%

Reasoning: We chose this allowance based off of what we believe will sell best and what hasn’t been in Peru yet. No other company in Peru has a gel, therefore we allocated the least amount for that product. From there we chose to use a little more for products that Peru knows a little more since it is more familiar to them.

Ad Campaign Budget 1. Families Whitening: 5.1 mill. PEN 2. Younger Whitening: 1.5 mill. PEN 3. Older Healthy: 1 mill. PEN

Reasoning: We have chosen to advertise to each age range in the market. We chose to advertise our whitening line to families and younger adults since there are not many whitening products in Peru at this time. This will show that while health is important so is having a nice white smile. We don’t have any kids products, therefore in order to get in with children to grow up with us we have to become a common household name. For the older demographic we will be advertising our healthy line to promote longer lasting and stronger teeth. For the budget we have looked at other companies budgets and saw that there is a trend of them lowering their budget over the years. We took the averages and lowered them about a half million since next year they will probably be spending less as well. We don’t want to enter the market going overboard. Channels

1. Self-Serve 2. Hyper.Web/Other 3. Whole

Reasoning: We have decided to use these channels for a multitude of reasons. We chose Whole because our competitors, even if they have no channels, have chose to use this. When seeing this we decided it would be best to use it as well since it has worked for our competitors. We also chose self-serve and hyper.web/other in order to reach a larger region and not over saturate the market. Since these aren’t used as much we are hoping they will capture some attention. Sales Force

1. Traditional: 8 2. Self-Serve: 6 3. Hyper.Web/Other: 17 4. Whole: 3

Reasoning: Allstar has decided to not insert the traditional market so therefore we won’t need any sales force in that area. For the other sales forces we have decided to have the most in the Web/Other since we will be spending the most in that area. The other sales forces have been decided based off of the average that our competitors have used. We have a little more than the average because we are spending a little more on the promotions. Promotion Budget

1. Self-Serve: 1 mill. PEN 2. Hyper.Web/Other: 2.1 mill. PEN 3. Whole: 0.5 mill. PEN

Reasoning: Our competitors are spending more and more each year on their promotions. Therefore we decided to spend around the same while also keeping it reasonable. This way we can have well thought out and nice promotions while not going overboard.

Brazil Forecasted Period Three Market Share

- Economy: 10% - Healthy: 15% - Total: 10%

Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

Reasoning: Just like in the Mexican market, Allsmiles has decided to keep all the original SKU formulations until we gain a sizable market share., which will be a platform for further expansion. Pricing

1. Economy Small Tube Gel: 8.5 BRL 2. Economy Medium Tube Gel: 10.5 BRL 3. Economy Large Tube Gel: 11.5 BRL

4. Healthy Small Tube Paste:10 BRL 5. Healthy Medium Tube Paste: 12 BRL 6. Healthy Large Tube Paste: 13 BRL

Reasoning: By Analyzing the market trends in pricing , Allsmiles will set their prices slightly below their competitors since their market share is large.The average price for the toothpaste tube is at R$ 3.63 at all major cities. Allowance

1. Economy Small Tube Gel: 10% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 10%

4. Healthy Small Tube Paste: 12% 5. Healthy Medium Tube Paste: 10% 6. Healthy Large Tube Paste: 12%

Reasoning: By keeping the allowance at 7.5 it would be so good for the brazillian market, this would ensure the popularity of the competitors products is checked. Ad campaign Budget.

Ad Campaign Budget: Families Economy (New)

- 3000 CLP Ad Campaign Budget: Families Healthy (New)

- 3000 CLP Reasoning: Since the market is saturated with competitors' products, the Allsmiles team needs to work on a budget slightly higher than their competitors due to entry of their new products. Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: Similar to mexico, Allsmiles team will keep the three channels formulated at the beginning. Sales Force

1. Traditional: 10 2. Self-Serve: 8 3. Hypermarket: 20 4. Web/Other: 3

Reasoning: Due to high access to internet marketing to potential customers, the sales team should retain a small sales force of highly competent IT professionals, the Hypermarkets will get the highest share of human resource due to vast cities spread across the country. Other channels adopted should retain low sales persons. Promotion Budget

1. Traditional: 12 2. Self-Serve: 12 3. Hypermarket: 8 4. Web/Other: 8

Reasoning: As highlighted much of the population has access to the internet, the team needs to allocate more resources to the IT promotional team, which needs to design websites which are more friendly and so unique to draw the attention of the potential market. This will also attract the most qualified and competent team. them. We have also provided a small sales force to our new web/other channel to help establish it in the country. Promotion Budget

1. Traditional: 900 COP 2. Self-Serve: 700 COP

3. Hypermarket: 500 COP 4. Web/Other: 1000 COP

Reasoning: We have dedicated a large portion of our Colombian promotion budget to our new web channel in hopes to give it a successful launch. We are still underperforming in the

traditional channel and gave it a similarly large budget. Our others we will continue to promote but have given less attention due to their success, particularly in hypermarkets.

Chile Forecasted Period Three Market Share

- Economy:12% - Healthy: 20% - Total: 14%

Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

Reasoning: While Chile is a new market for our products, we want to enter this country with a marketing strategy that is fairly uniform with the others we are currently in. For this reason, we will be introducing our economy and healthy lines to Chile at the start. We believe these products along with the equity that our brand has collected so far will attract a wide range of consumers. Pricing

1. Economy Small Tube Gel: 1099 CLP 2. Economy Medium Tube Gel: 1399 CLP 3. Economy Large Tube Gel: 1599 CLP

4. Healthy Small Tube Paste: 1399 CLP 5. Healthy Medium Tube Paste: 1699 CLP 6. Healthy Large Tube Paste: 1899 CLP

Reasoning: We have selected this range of prices based loosely on MSRP averages for the country as a whole. That being said, we recognize that our line of healthy gels are a completely new product, and our economy line has never been sold before in Chile. Knowing this we have adjusted our prices to a level we believe will be both competitive and profitable. Allowance

1. Economy Small Tube Gel: 10% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 10%

4. Healthy Small Tube Paste: 12%

5. Healthy Medium Tube Paste: 10% 6. Healthy Large Tube Paste: 12%

Reasoning: As both of our product lines are new in Chile, we want to make sure that they make their way onto shelves and into the baskets of Chilean customers. To assist in our entry process, we have allocated slightly higher allowances than are typical in this country, hoping to push our product to the top. Ad Campaign Budget: Families Economy (New)

- 3000 CLP Ad Campaign Budget: Families Healthy (New)

- 3000 CLP Reasoning: Again, we recognize that our product and brand is totally new in Chile. We would like both of our product lines to perform well, so we have provided good sized budgets for the creation of two new ad campaigns. Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: Our team believes that it would be ideal for Allsmile to be sold in the same channels in all of its Latin American markets. We have been successful in the traditional, self-serve, and particularly the hypermarket channels in our other countries, and we believe that entering the same four in Chile is our best choice. Sales Force

1. Traditional: 10 2. Self-Serve: 8 3. Hypermarket: 20 4. Web/Other: 3

Reasoning: Judging by our competition’s figures in Chile, traditional markets sell very well. We have dedicated a spread of salespeople to each channel based on industry averages, and our own previous success in the hypermarkets of other countries. Promotion Budget

1. Traditional: 500 CLP 2. Self-Serve: 400 CLP 3. Hypermarket: 800 CLP 4. Web/Other: 200 CLP

Reasoning: Our product is brand new in Chile, and we want to establish our brand there as quickly as possible. To help with this, we have given our Chilean channels a healthy promotional budget in an attempt to hit the ground running. We have weighted these budgets in favor of hypermarket and traditional channels based on our performance in other countries.

Period Four Our team at Allstar Brands is happy to report that our period three performance was as we expected it to be. We have expanded into all of our desired countries and from here we can simply grow our brand and capture more and more of our targeted market shares. Last period it became apparent that a huge chunk of our expenses came from marketing, including advertising and promotion budgets. While these expenditures were necessary to help us expand and gain recognition, this period we have decided to cut back and focus our promotional efforts on our new kids product lines. It is our eventual goal to be in every market of every country in Latin America.

Colombia Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste 8. Kids Medium Tube Paste 9. Kids Large Pump Paste

Reasoning: Allstar has been very happy with our product selection so far. Our economy and healthy lines have been competitive in Columbia's markets, but we believe it's time to occupy a less competitive space. This period we will start a new line of kids products to satisfy an untargeted demographic and control a larger portion of the market share for the kids benefit. Eventually our team hopes to have products in every market of every country in Latin America. Pricing

1. Economy Small Tube Gel: 5099 COP 2. Economy Medium Tube Gel: 5899 COP 3. Economy Large Tube Gel: 6299 COP

4. Healthy Small Tube Paste: 5299 COP 5. Healthy Medium Tube Paste: 6099 COP 6. Healthy Large Tube Paste: 6499 COP

7. Kids Small Tube Paste: 4899 COP 8. Kids Medium Tube Paste: 5599 COP 9. Kids Large Pump Paste: 5999 COP

Reasoning: Our pricing for period 3 was set competitively, but overall was too high. Our data shows that price is still the most important decision factor for our Colombian customers. We have set our period 4 pricing to a point that will hopefully be slightly lower than our main competitors.

Allowance 1. Economy Small Tube Gel: 5% 2. Economy Medium Tube Gel: 5% 3. Economy Large Tube Gel: 5%

4. Healthy Small Tube Paste: 6% 5. Healthy Medium Tube Paste: 6% 6. Healthy Large Tube Paste: 6%

7. Kids Small Tube Paste: 8% 8. Kids Medium Tube Paste: 8% 9. Kids Large Pump Paste: 8%

Reasoning: In period 3 our allowances were slightly higher than those of our competitors. While getting our products on the shelf is important, we have been selling Colombia for 3 years and our customers are familiar with our brand. We have allocated higher allowances to our new line of products to help establish it in this market. Ad Campaign Budget

- Families Economy: Discontinue - Families Healthy: Lower budget to 500 Million COP - Families Kids: Create with budget of 2500 Million COP

Reasoning: Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: In Colombia we have chosen to target families first and foremost, with an emphasis on healthy, economy, and now kids' benefits. Our data shows that these customer segments most often purchase from self-serve and hypermarket channels. We have chosen to continue selling in the same channels as period 4, and adjust our sales force and promotion accordingly. Sales Force

1. Traditional: 8 Salespeople 2. Self-Serve: 12 Salespeople 3. Hypermarket: 18 Salespeople 4. Web/Other: 7 Salespeople

Reasoning: Our team has found that we have found a good total number of salespeople for Colombia. This being said, our distribution was too heavily weighted towards hypermarkets during the last period, and we are looking to gain more business in the traditional and self-serve channels. To achieve this we have designated our salesforce more evenly in Colombia for this period.

Promotion Budget

1. Traditional: 1200 Million COP 2. Self-Serve: 1300 Million COP 3. Hypermarket: 600 Million COP 4. Web/Other: 400 Million COP

Reasoning: During the last period, our results show that we spent too much money on advertising and promotion. To help alleviate some of these costs, we have decided to tone down our promotion in some of our more successful countries. In Colombia we have set a promotion budget that we believe will be effective but cost beneficial.

Mexico Reasoning: Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste 8. Kids Medium Tube Paste 9. Kids Large Pump Paste

Reasoning: Allsmile has chosen to enter the kids toothpaste market in Mexico to expand active SKUs and reach into all segments gradually. Pricing

1. Economy Small Tube Gel: 31.8 MXN 2. Economy Medium Tube Gel: 37.7 MXN 3. Economy Large Tube Gel:

4. Healthy Small Tube Paste: 32 MXN 5. Healthy Medium Tube Paste: 36 MXN 6. Healthy Large Tube Paste: 46.3 MXN 7. Kids Small Tube Paste: 30 MXN 8. Kids Medium Tube Paste: 32 MXN 9. Kids Large Pump Paste: 33 MXN

Reasoning: In most cases our prices were much greater than our competitors possibly resulting in the large loss of sales. To combat these we lowered prices slightly to better match what our competitors are being successful at.

Allowance

1. Economy Small Tube Gel: 6% 2. Economy Medium Tube Gel: 6% 3. Economy Large Tube Gel:6%

4. Healthy Small Tube Paste:6% 5. Healthy Medium Tube Paste: 6% 6. Healthy Large Tube Paste: 6%

7. Kids Small Tube Paste:6% 8. Kids Medium Tube Paste:6% 9. Kids Large Pump Paste:6%

Reasoning: Similar to the current pricing strategy our allowance was too high especially in comparison to our competitors. To combat this we took the average of all competitor numbers and tailored them to fit our needs for this period. Ad Campaign Budget: Families Economy

- 100 MXN Ad Campaign Budget: Families Healthy

- 350.2 MXN Reasoning: To maintain a competitive curve we have heavily increased our budgets to better compete with our competitors in healthy families but maintained a slight increase in the economy. Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: All Smile will remain in the original channels we have already been present in, Sales Force

1. Traditional: 33 2. Self-Serve: 20 3. Hypermarket: 60 4. Web/Other:15

Reasoning: Based on market averages, our team has allocated what we believe is a reasonable salesforce for Mexico. Keeping in mind that hypermarkets have served as the most successful channel for our business, we have directed more of our human resources to the less successful traditional and self-serve channels.

Promotion Budget

1. Traditional: 53.8 MXN 2. Self-Serve: 29.9 MXN 3. Hypermarket: 59.8 MXN 4. Web/Other: 8.2 MXN

Reasoning: With a combination of all current competitor budgets and our need to maintain a growing promotional edge we have made slight increases in comparison to industry averages.

Argentina Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste 8. Kids Medium Tube Paste 9. Kids Large Pump Paste

Reasoning: It is All Smiles goal to be in every market of every country by the end of the last period, and we are on the right track to make that happen soon. We hope to continue our successful product lines in Argentina, but like Colombia, there is a significant lack of kids benefit products in the market. We have created a new line to take a portion of this market while there are very few competitors there. Pricing

1. Economy Small Tube Gel: 219.9 ARS 2. Economy Medium Tube Gel: 259.9 ARS 3. Economy Large Tube Gel: 319.9 ARS

4. Healthy Small Tube Paste: 249.9 ARS 5. Healthy Medium Tube Paste: 299.9 ARS 6. Healthy Large Tube Paste: 349.9 ARS

7. Kids Small Tube Paste: 214.9 ARS 8. Kids Medium Tube Paste: 254.99 ARS 9. Kids Large Pump Paste: 314.99 ARS

Reasoning: Our pricing for period 3 was set competitively, but overall our competitor has a large market of consumers. Our data shows that price is still the most important decision factor for our

Argentine customers. We have set our period 4 pricing to a point that will hopefully be slightly lower than our main competitors. Allowance

1. Economy Small Tube Gel: 12% 2. Economy Medium Tube Gel: 9% 3. Economy Large Tube Gel: 12%

4. Healthy Small Tube Paste: 14% 5. Healthy Medium Tube Paste: 11% 6. Healthy Large Tube Paste: 14%

7. Kids Small Tube Paste: 18% 8. Kids Medium Tube Paste: 18% 9. Kids Large Pump Paste: 18%

Reasoning: In period 3 our allowances were slightly higher than those of our competitors. While getting our products on the shelf is important, we have been selling Argentina for 3 years and our customers are starting to get familiar with our brand. We have allocated higher allowances to our new line of products to help establish it in this market. Ad Campaign Budget

- Families Economy: Discontinue - Families Healthy: Lower budget to 500 Million - Families Kids: Create with budget of 2500 Million

Reasoning: We have entered a new market and want to give it a larger budget since the market is there. We believe that entering this market will allow us to grow. Channels

1. Traditional 2. Hypermarket 3. self-serve 4. Web/Other

Reasoning: We have entered all for markets because there is potential for growth in all of them. We have decided to put a little more focus on the hypermarket since there is a lot of room for growth in Argentina. Sales Force

1. Traditional: 15 Salespeople 2. Self-Serve: 15 Salespeople 3. Hypermarket: 26 Salespeople 4. Web/Other: 8 Salespeople

Reasoning: With a lot of room for growth we have decided to put more salespeople in the hypermarket to get all smiles more involved in this channel. Promotion Budget

1. Traditional: 90 Million ARS 2. Self-Serve: 65 Million ARS 3. Hypermarket: 85 Million ARS 4. Web/Other: 10 Million ARS

Reasoning: Being in year 3, we have decided to bring up our promotion budget since we are starting to be more established. By bringing up our budget more it will allow us to connect and be better known in Argentina.

Peru Active SKUs:

1. Whitening Small Tube Gel 2. Whitening Medium Tube Gel 3. Whitening Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste: 8. Kids Medium Tube Paste: 9. Kids Large Pump Paste:

Pricing

1. Economy Small Tube Gel: 4.9 PEN 2. Economy Medium Tube Gel: 5.9 PEN 3. Economy Large Tube Gel: 6.9 PEN

4. Healthy Small Tube Paste: 5.5 PEN 5. Healthy Medium Tube Paste: 6.5 PEN 6. Healthy Large Tube Paste: 7.5 PEN

7. Kids Small Tube Paste: 3.5 PEN 8. Kids Medium Tube Paste: 4.5 PEN 9. Kids Large Pump Paste: 5.5 PEN

Allowance

1. Economy Small Tube Gel: 7% 2. Economy Medium Tube Gel: 7% 3. Economy Large Tube Gel: 7%

4. Healthy Small Tube Paste: 8%

5. Healthy Medium Tube Paste: 8% 6. Healthy Large Tube Paste: 8%

7. Kids Small Tube Paste: 11% 8. Kids Medium Tube Paste: 11% 9. Kids Large Pump Paste: 11%

Ad Campaign Budget

- Families Economy: Discontinue - Families Healthy: Lower budget to 1 Million PEN - Families Kids: Create with budget of 4 Million PEN

Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Sales Force

1. Traditional: 7 2. Self-Serve: 8 3. Hypermarket: 10 4. Web/Other: 3

Promotion Budget

1. Traditional: 1 Million CLP 2. Self-Serve: 1 Million CLP 3. Hypermarket: .75 Million CLP 4. Web/Other: .25 Million CLP

Brazil Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste 8. Kids Medium Tube Paste 9. Kids Large Pump Paste

Pricing

1. Economy Small Tube Gel: 8.9 BRL 2. Economy Medium Tube Gel: 10.5 BRL 3. Economy Large Tube Gel: 11.9 BRL

4. Healthy Small Tube Paste: 9.9 BRL 5. Healthy Medium Tube Paste: 11.5 BRL 6. Healthy Large Tube Paste: 12.9 BRL

7. Kids Small Tube Paste: 8.5 BRL 8. Kids Medium Tube Paste: 9.5 BRL 9. Kids Large Pump Paste: 10.5 BRL

Allowance

1. Economy Small Tube Gel: 8% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 8%

4. Healthy Small Tube Paste: 8% 5. Healthy Medium Tube Paste: 8% 6. Healthy Large Tube Paste: 8%

7. Kids Small Tube Paste: 12% 8. Kids Medium Tube Paste: 12% 9. Kids Large Pump Paste: 12%

Ad Campaign Budget

- Families Economy: Discontinue - Families Healthy: Lower budget to 25 Million BRL - Families Kids: Create with budget of 75 Million BRL

Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Sales Force

1. Traditional: 12 2. Self-Serve: 12 3. Hypermarket: 14 4. Web/Other: 4

Promotion Budget

1. Traditional: 6 2. Self-Serve: 6 3. Hypermarket: 6 4. Web/Other: 2

Chile Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste 8. Kids Medium Tube Paste 9. Kids Large Pump Paste

Reasoning: It is All Smiles goal to be in every market of every country by the end of the last period, and we are on the right track to make that happen soon. We hope to continue our successful product lines in Chile, but like Colombia, there is a significant lack of kids benefit products in the market. We have created a new line to take a portion of this market while there are very few competitors there. Pricing

1. Economy Small Tube Gel: 1299 CLP 2. Economy Medium Tube Gel: 1599 CLP 3. Economy Large Tube Gel: 1799 CLP

4. Healthy Small Tube Paste: 1499 CLP 5. Healthy Medium Tube Paste: 1799 CLP 6. Healthy Large Tube Paste:1999 CLP

7. Kids Small Tube Paste: 1199 CLP 8. Kids Medium Tube Paste: 1499 CLP 9. Kids Large Pump Paste: 1699 CLP

Reasoning: We have chosen this pricing to fall in line with the market standards for small, medium, and large products. At the same time, we have tried to keep our prices slightly lower than our competitors to entice extra business. Allowance

1. Economy Small Tube Gel: 8% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 8%

4. Healthy Small Tube Paste: 10% 5. Healthy Medium Tube Paste: 10% 6. Healthy Large Tube Paste: 10%

7. Kids Small Tube Paste: 14% 8. Kids Medium Tube Paste: 14% 9. Kids Large Pump Paste: 14%

Reasoning: Our team has decided to slightly lower our allowances for our older product lines in Chile. We believe that these products have already been established and have devoted our resources this period to our new kids products. Ad Campaign Budget

- Families Economy: Discontinue - Families Healthy: Lower budget to 300 - Families Kids: Create with budget of 1200

Reasoning: Last period it was apparent that Allsmile spent too much money on advertising and promotion. We have attempted to combat that issue this period by discontinuing our old advertisement campaigns for economy products, lowering the budget for our healthy line advertisement, and setting the campaign for our new products at a reasonably low budget. Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other

Reasoning: These channels remain the best for our products in Chile, and Allstar does not yet believe that we should enter the wholesale channel. In the future this may be a possibility but for the moment, the segments that we are targeting buy primarily from traditional, self-serve, and hypermarket channels. Sales Force

1. Traditional: 6 2. Self-Serve: 10 3. Hypermarket: 14

4. Web/Other: 4 Reasoning: Similar to Colombia, we are quite happy with our salesforce in Chile, and have only slightly adjusted the total number for this coming period. This being said, we have slightly altered the allocation of our force to support the three channels that we have sold the most products in. Promotion Budget

1. Traditional: 300 Million CLP 2. Self-Serve: 300 Million CLP 3. Hypermarket: 600 Million CLP 4. Web/Other: 100 Million CLP

Reasoning: As stated earlier, our promotional budget in period 3 was higher than most of our competitors, and contributed to our high marketing costs. We have lowered these budgets but kept them at a reasonable level to continue pushing our products into the Chilean market.

Period Five

Colombia Forecasted Market Share: 42.2% Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Pump Gel 5. Healthy Medium Pump Gel 6. Healthy Large Pump Gel

7. Kids Small Pump Gel 8. Kids Medium Pump Gel 9. Kids Large Pump Gel

10. Whitening Small Tube Gel 11. Whitening Medium Tube Gel 12. Whitening Large Tube Gel

Pricing

1. Economy Small Tube Gel: 4899 COP 2. Economy Medium Tube Gel: 6099 COP 3. Economy Large Tube Gel: 6599 COP

4. Healthy Small Pump Gel: 4999 COP 5. Healthy Medium Pump Gel: 6299 COP 6. Healthy Large Pump Gel: 6699 COP

7. Kids Small Pump Gel: 4899 COP 8. Kids Medium Pump Gel: 6099 COP 9. Kids Large Pump Paste: 6599 COP

10. Whitening Small Tube Gel: 4999 COP 11. Whitening Medium Tube Gel: 6299 COP 12. Whitening Large Tube Gel: 6699 COP

Allowance

1. Economy Small Tube Gel: 5% 2. Economy Medium Tube Gel: 5% 3. Economy Large Tube Gel: 5%

4. Healthy Small Pump Gel: 5% 5. Healthy Medium Pump Gel: 5% 6. Healthy Large Pump Gel: 5%

7. Kids Small Pump Gel: 8% 8. Kids Medium Pump Gel: 8% 9. Kids Large Pump Paste: 8%

10. Whitening Small Tube Gel: 10% 11. Whitening Medium Tube Gel: 10% 12. Whitening Large Tube Gel: 10%

Ad Campaign Budget

- Families Healthy: Lower budget to 500 Million COP - Families Kids: Lower Budget to 800 Million COP - Families Whitening: Create with budget of 1000 Million COP

Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other 5. Wholesale

Sales Force

1. Traditional: 12 Salespeople 2. Self-Serve: 12 Salespeople 3. Hypermarket: 18 Salespeople 4. Web/Other: 5 Salespeople 5. Wholesale: 5 Salespeople

Promotion Budget

1. Traditional: 1800 Million COP 2. Self-Serve: 1200 Million COP 3. Hypermarket: 800 Million COP 4. Web/Other: 300 Million COP 5. WholesaleL 300 Million COP

Mexico Forecasted Market Share: 36.3% Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste 8. Kids Medium Tube Paste 9. Kids Large Pump Paste

10. Whitening Small Tube Gel 11. Whitening Medium Tube Gel 12. Whitening Large Tube Gel

Pricing

1. Economy Small Tube Gel: 33 MXN 2. Economy Medium Tube Gel: 38.3 MXN 3. Economy Large Tube Gel: 45 MXN

4. Healthy Small Tube Paste: 33.5 MXN 5. Healthy Medium Tube Paste: 37 MXN 6. Healthy Large Tube Paste: 48 MXN

7. Kids Small Tube Paste: 31 MXN 8. Kids Medium Tube Paste: 33 MXN 9. Kids Large Pump Paste: 34 MXN

10. Whitening Small Tube Gel: 33.5 MXN 11. Whitening Medium Tube Gel: 37 MXN 12. Whitening Large Tube Gel: 48 MXN

Allowance

1. Economy Small Tube Gel: 6% 2. Economy Medium Tube Gel: 6% 3. Economy Large Tube Gel:6%

4. Healthy Small Tube Paste:6% 5. Healthy Medium Tube Paste: 6% 6. Healthy Large Tube Paste: 6%

7. Kids Small Tube Paste:6% 8. Kids Medium Tube Paste:6% 9. Kids Large Pump Paste:6%

10. Whitening Small Tube Gel: 8% 11. Whitening Medium Tube Gel: 8% 12. Whitening Large Tube Gel: 8%

Ad Campaign Budget

- Families Economy: Lower budget to 75 MXN - Families Healthy: Lower budget to 125 MXN - Families Whitening: Create with budget of 200 MXN

Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other 5. Wholesale

Sales Force

1. Traditional: 33 2. Self-Serve: 20 3. Hypermarket: 60

4. Web/Other:15 5. Wholesale: 5

Promotion Budget

1. Traditional: 61.87 MXN 2. Self-Serve: 34.39 MXN 3. Hypermarket: 68.77 MXN 4. Web/Other: 9.43 MXN 5. Wholesale: 12 MXN

Argentina Forecasted Market Share: 15.2% Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Tube Paste 5. Healthy Medium Tube Paste 6. Healthy Large Tube Paste

7. Kids Small Tube Paste 8. Kids Medium Tube Paste 9. Kids Large Pump Paste

10. Whitening Small Tube Gel 11. Whitening Medium Tube Gel 12. Whitening Large Tube Gel

Pricing

1. Economy Small Tube Gel: 200 ARS 2. Economy Medium Tube Gel: 250 ARS 3. Economy Large Tube Gel: 300 ARS

4. Healthy Small Tube Paste: 200 ARS

5. Healthy Medium Tube Paste: 300 ARS 6. Healthy Large Tube Paste: 350 ARS

7. Kids Small Tube Paste: 200 ARS 8. Kids Medium Tube Paste: 250 ARS 9. Kids Large Pump Paste: 300 ARS

10. Whitening Small Tube Gel: 200 ARS 11. Whitening Medium Tube Gel: 300 ARS 12. Whitening Large Tube Gel: 350 ARS

Allowance

1. Economy Small Tube Gel: 6% 2. Economy Medium Tube Gel: 6% 3. Economy Large Tube Gel: 6%

4. Healthy Small Tube Paste: 6% 5. Healthy Medium Tube Paste: 6% 6. Healthy Large Tube Paste: 6%

7. Kids Small Tube Paste: 8% 8. Kids Medium Tube Paste: 8% 9. Kids Large Pump Paste: 8%

10. Whitening Small Tube Gel: 12% 11. Whitening Medium Tube Gel: 12% 12. Whitening Large Tube Gel: 12%

Ad Campaign Budget

- Families Healthy: Lower budget to 100 Million ARS - Families Kids: Lower budget to 200 Million ARS - Families Whitening: Create with budget of 400 Million ARS

Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other 5. Wholesale

Sales Force

1. Traditional: 14 2. Self-Serve: 10 3. Hypermarket: 12

4. Web/Other: 3 5. Wholesale: 3

Promotion Budget

1. Traditional: 40 2. Self-Serve: 30 3. Hypermarket: 20 4. Web/Other: 20 5. Wholesale: 20

Peru Forecasted Market Share: 17.4% Active SKUs:

1. Whitening Small Tube Gel 2. Whitening Medium Tube Paste 3. Whitening Large Tube Gel 4. Whitening Medium Pump Paste

5. Healthy Small Tube Paste 6. Healthy Medium Tube Paste 7. Healthy Large Tube Paste

8. Economy Small Tube Gel 9. Economy Medium Tube Paste

10. Kids Small Tube Paste 11. Kids Medium Tube Paste 12. Kids Large Pump Paste

Pricing

1. Whitening Small Tube Gel: 4.95 PEN 2. Whitening Medium Tube Paste: 6.50 PEN 3. Whitening Large Tube Gel: 7.15 PEN 4. Whitening Medium Pump Paste: 6.75 PEN

5. Healthy Small Tube Paste: 4.80 PEN 6. Healthy Medium Tube Paste: 7.10 PEN 7. Healthy Large Tube Paste: 8.30 PEN

8. Economy Small Tube Gel: 5.50 PEN 9. Economy Medium Tube Paste: 7.20 PEN

10. Kids Small Tube Paste: 4.50 PEN 11. Kids Medium Tube Paste: 4.75 PEN 12. Kids Large Pump Paste: 5.10 PEN

Allowance

1. Whitening Small Tube Gel: 8% 2. Whitening Medium Tube Paste: 13% 3. Whitening Large Tube Gel: 13% 4. Whitening Medium Pump Paste: 14%

5. Healthy Small Tube Paste: 10% 6. Healthy Medium Tube Paste: 6% 7. Healthy Large Tube Paste: 10%

8. Economy Small Tube Gel: 6% 9. Economy Medium Tube Paste: 8%

10. Kids Small Tube Paste: 12% 11. Kids Medium Tube Paste: 13% 12. Kids Large Pump Paste: 13%

Ad Campaign Budget

- Families Healthy: 1.2 mil PEN - Families Kids: 4.3 mil PEN - Families Whitening: 6.5 mil PEN - Older Healthy: 4.5 mil PEN

Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other 5. Whole

Sales Force

1. Traditional: 14

2. Self-Serve: 8 3. Hypermarket: 12 4. Web/Other: 5 5. Whole: 6

Promotion Budget

1. Traditional: 2.0 2. Self-Serve: 0.9 3. Hypermarket: 2.8 4. Web/Other: 0.5 5. Whole: 1.0

Brazil Forecasted Market Share: 29.6% Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Pump Gel 5. Healthy Medium Pump Gel 6. Healthy Large Pump Gel

7. Kids Small Pump Gel 8. Kids Medium Pump Gel 9. Kids Large Pump Gel

10. Whitening Small Tube Gel 11. Whitening Medium Tube Gel 12. Whitening Large Tube Gel

Pricing

1. Economy Small Tube Gel: 2. Economy Medium Tube Gel: 3. Economy Large Tube Gel:

4. Healthy Small Pump Gel: 5. Healthy Medium Pump Gel: 6. Healthy Large Pump Gel:

7. Kids Small Pump Gel: 8. Kids Medium Pump Gel: 9. Kids Large Pump Paste:

10. Whitening Small Tube Gel: 11. Whitening Medium Tube Gel: 12. Whitening Large Tube Gel:

Allowance

1. Economy Small Tube Gel: 2. Economy Medium Tube Gel: 3. Economy Large Tube Gel:

4. Healthy Small Pump Gel: 5. Healthy Medium Pump Gel: 6. Healthy Large Pump Gel:

7. Kids Small Pump Gel: 8. Kids Medium Pump Gel: 9. Kids Large Pump Paste:

10. Whitening Small Tube Gel: 11. Whitening Medium Tube Gel: 12. Whitening Large Tube Gel:

Ad Campaign Budget

- Families Healthy: Lower to 10 Million BRL - Families Kids: Lower to 15 Million BRL - Families Whitening: Create with 75 Million BRL Budget

Channels

1. Traditional 2. Hypermarket 3. self-serve 4. Web/Other 5. Wholesale

Sales Force

1. Traditional: 10 2. Self-Serve:12

3. Hypermarket:14 4. Web/Other: 6 5. Wholesale: 3

Promotion Budget 28 BRL

1. Traditional: 2. Self-Serve: 3. Hypermarket: 4. Web/Other: 5. Wholesale:

Chile Forecasted Market Share: 32.1% Active SKUs:

1. Economy Small Tube Gel 2. Economy Medium Tube Gel 3. Economy Large Tube Gel

4. Healthy Small Pump Gel 5. Healthy Medium Pump Gel 6. Healthy Large Pump Gel

7. Kids Small Pump Gel 8. Kids Medium Pump Gel 9. Kids Large Pump Gel

10. Whitening Small Tube Gel 11. Whitening Medium Tube Gel 12. Whitening Large Tube Gel

Pricing

1. Economy Small Tube Gel: 1399 CLP 2. Economy Medium Tube Gel: 1599 CLP 3. Economy Large Tube Gel: 1899 CLP

4. Healthy Small Pump Gel: 1499 CLP 5. Healthy Medium Pump Gel: 1699 CLP 6. Healthy Large Pump Gel: 1999 CLP

7. Kids Small Pump Gel: 1399 CLP 8. Kids Medium Pump Gel: 1599 CLP 9. Kids Large Pump Gel: 1899 CLP

10. Whitening Small Tube Gel: 1499 CLP 11. Whitening Medium Tube Gel: 1699 CLP 12. Whitening Large Tube Gel: 1999 CLP

Allowance

1. Economy Small Tube Gel: 8% 2. Economy Medium Tube Gel: 8% 3. Economy Large Tube Gel: 8%

4. Healthy Small Pump Gel: 10% 5. Healthy Medium Pump Gel: 10% 6. Healthy Large Pump Gel: 10%

7. Kids Small Pump Gel: 11% 8. Kids Medium Pump Gel: 11% 9. Kids Large Pump Gel: 11%

10. Whitening Small Tube Gel: 14% 11. Whitening Medium Tube Gel: 14% 12. Whitening Large Tube Gel: 14%

Ad Campaign Budget

- Families Healthy: Lower budget to 200 - Families Kids: Create with budget of 800 - Families Whitening: 1000

Channels

1. Traditional 2. Self-Serve 3. Hypermarket 4. Web/Other 5. Wholesale

Sales Force

1. Traditional: 8

2. Self-Serve: 8 3. Hypermarket: 15 4. Web/Other: 3 5. Wholesale: 3

Promotion Budget

1. Traditional: 300 Million CLP 2. Self-Serve: 200 Million CLP 3. Hypermarket: 400 Million CLP 4. Web/Other: 100 Million CLP 5. Wholesale: 100 Million