After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business.

1. NEW BUSINESS PITCH BRIEF
CHURCH & DWIGHT
MEDIA PROJECT WORK

2. OVERVIEW
After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the
leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and
Oxi Clean, is reviewing its media agency business.
The baking soda, personal care and household cleaning products giant currently spends more than
$200 million a year, according to people familiar with the current review. The company has been
spending 12% to 13% of sales on advertising and plans to continue doing so said Jim Craigie,
chairman-CEO, at an analyst conference earlier this year.
More than 20% of the company's media budget is allocated to digital platforms, as the company
reported at the Consumer Analysts Group of New York meeting in Boca Raton, Fla. Despite the
company's digital investment, Craigie, who is set to retire in 2016, indicated at the conference that
the digital return is still unclear. "I like digital," he said. "But it's still very unproven what you get in
bang for the buck in the digital category."

3. BACKGROUND SUMMARY
Church & Dwight Co., Inc., founded in 1846, is the leading U.S. producer of sodium bicarbonate, also
known as baking soda, a natural product that cleans, deodorizes, leavens and buffers. The
Company’s ARM & HAMMER brand is one of the nation’s most trusted trademarks for a broad
range of consumer and specialty products developed from a bicarbonate base and related
technologies.
Church & Dwight’s consumer products business is organized into two segments:
1. Consumer Domestic, which encompasses both household and personal care products.
2. Consumer International, which primarily consists of personal care products.
But, essentially, their 80 brands (including four mega brands that generate over 60% of revenues)
can be broken down into two categories:
Personal care
Household
For our purposes, we will look at two of the four mega brands to represent their categories: ARM &
HAMMER for household cleaning products and Trojan for personal care.
Church & Dwight Co.’s 4 Mega Brands
• ARM & HAMMER
• TROJAN
• OXI CLEAN
• VITAMINS, MINERALS & SUPPLEMENTS (VMS)
In 2014 Church & Dwight reported worldwide net sales $3,298m, increased by 3.2%

4. market share ANALYSIS
21.7%
10%
6.3%
4.9%
4.3%
4%
2.9%
2.8%
2.6%
5.8%
SALES SHARE OF THE LEADING 10 LIQUID LAUNDRY DETERGENT
BRANDS OF THE UNITED STATES IN 2014
Tide
Gain
All
ARM & HAMMER
Tide Plus a Touch
Purex
Tide plus Febreze
Tide Simply Clean
ARM & HAMMER
Xtra
0 5 10 15 20 25
of Downy
and Fresh
PLUS OXI CLEAN
75.7%
12.1%
10.5%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
CURCH & DWIGHT
Ansell
Reckitt Benckiser
Global Protection
Mayer Laboratories
Private Label
Mapa USA
Majestic Drug Co.
NV Healthcare
Mozian & Associates
0 10 20 40 60 80
PERCENTAGE OF TOTAL MALE CONTRACEPTIVE SALES IN THE
UNITED STATES IN 2014, BY LEADING VENDORS

5. MEDIA USAGE
TV GENRE PREFERENCES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Kids and Family Ch...
Entertainment Ch...
Music Channels
Sports Channels
Educational Chan...
12.63%
31.05%
3.49%
17.78%
10.14%
179.21
159.29
145.07
130.17
91.22
159.22
155.96
125.52
130.07
98.43
TRENDS
31.71%
7.66%
-29.17%
-0.40%
5.88%
TROJAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Shopping Channels
Music Channels
Entertainment Ch...
Spanish Channels
Religion Channels
1.95%
5.28%
31.88%
0.75%
0.64%
197.61
175.35
170.74
165.66
159.96
156.67
148.85
163.92
130.05
125.48
TRENDS
-
200.00%
-1.80%
-
-20.00%
OXICLEAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Shopping Channels
Movies Channels
Entertainment Ch...
Music Channels
Religion Channels
2.01%
1.45%
26.14%
3.68%
0.63%
198.09
171.33
162.7
161.85
158.82
157.16
137.36
156.13
137.1
124.66
TRENDS
100.00%
-22.73%
-5.69%
-11.11%
-40.00%
ARM & HAMMER
Each brand under Church & Dwight Co. has its own very
different audience with their own individual sets of
preferences for media consumption.

6. MEDIA USAGE
WEBSITE GENRE PREFERENCES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Music , Entertainm...
Motor
Movies
Sport
Video Channels
76.91%
9.51%
9.19%
24.73%
9.56%
97.55
113.59
101.18
70.07
76.4
127.47
112.75
104.16
93.73
88
TRENDS
0.19%
-8.63%
1.48%
-11.19%
1.63%
TROJAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Food
Kids
Gossip
Fashion
Health
47.72%
9.34%
6.93%
15.38%
21.84%
179.7
168.16
170.5
158.14
151.72
175.21
148.96
147.87
147.17
146.72
TRENDS
4.86%
17.65%
-12.50%
-1.85%
-26.53%
OXICLEAN
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Food
Beauty
Health
Travel
Fashion
44.95%
11.00%
20.77%
26.53%
14.28%
184.41
177.12
165.82
157.03
163.29
177.53
156.48
155.55
152.53
149.84
TRENDS
5.86%
12.50%
-8.38%
-4.84%
-8.20%
ARM & HAMMER
Drilling down further into an audience analysis of condom
consumers, we see that the condom market is in more need
of help than the household cleaning market. After all,
people don’t stop using household cleaners two months
into moving in a new home...

7. AUDIENCE ANALYSIS
TARGET SEGMENT: 18-34 years old condom consumers in a relationship
AFFINITY
3779817
22.84%
REACH
1.17% 11.48% 35.36% 49.15%
166
NIGHTLIFE
LOVERS
TRAVELERS
NETIZENS
DESIGN LOVERS
PET LOVERS
HOME DECORATORS
DIY’S
ADS PRONCE
ENTERTAINMENT
JUNKIES
FOOD LOVERS
NERD
PUBLIC
FIGURES FOLLOWERS
FASHION
LOVERS
GAMERS
BEAUTY WELLNESS
AWARE
TECHIES SPORTS LOVERS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Food Lovers
BeautyWellnes...
Motor Lovers
Gamers
Entertainment Jun...
Music Lovers
Sports Lovers
Nerd
Techies
Fashion Lovers
43.33%
22.65%
14.78%
14.74%
49.15%
36.11%
33.31%
2.07%
11.53%
19.72%
166.4
161.21
161.57
158.25
134.2
131.78
128.78
159.67
123.93
108.3
165.02
153.47
149.05
146.81
145.29
139.53
136.5
131.75
121.47
116.62
The condom consumers between 18 and 34
years old in a relationship are mostly male,
with no children, who are college educated and
earn in the 40-70k (61%) and 70-100k (22%)
income ranges.
GENDER
Male (66%)
AGE
18-24 (78%)
STATUS
In a Relationship (100%)
FAMILY
Without Kids (94%)
EDUCATION
College (71%)
INCOME
$40K - $70K (61%)

8. MEDIA OPPORTUNITY
INSIGHT
Television advertising opportunities are already leveraged through a Trojan partnership with MTV, an excellent
fit for the Trojan audience since music is a strong passion. But MTV doesn’t have the monopoly on music - most
people listen to music online through music streaming services like Spotify, Pandora, iHeartRadio and Dat Piff,
which specializes in hip hop. These sites offer opportunities to advertise to targeted audiences 24-hours a day.
# NAME REACH POPULARITY RELEVANCE
TV
Radio
Apps
Websites
Magazines
Newspapers
1
2
3
4
5
6
59.70%
39.39%
72.63%
89.87%
36.56%
4.16%
104.52
71.17
59.52
56.61
45.91
11.67
128.28
100.26
101.23
102.65
82.45
37.89
TRENDS
3.54%
-0.81%
-13.16%
0.22%
-6.19%
-18.92%
ToP ENTERTAINMENT WEBSITESTOP MEDIA
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 YouTube
Best Vines
ShutUpImTalking.com
FML
Suicide Girls
Urban Dictionary
Texts From Last Night
Funny Or Die
Sports-Funny Page
Cracked.com
30.11%
11.43%
8.50%
8.13%
7.50%
5.59%
4.02%
3.78%
3.60%
3.19%
170.75
83.74
190.08
180.15
179.63
175.96
157.69
107.46
139.06
93.75
163.22
94.59
162.72
155.69
154.64
149.72
134.98
101.03
121.74
90.68

9. MEDIA OPPORTUNITY
TOP TV CHANNELS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 MTV
Comedy Central
Spike
VH1
MTV2
BET
Netflix
HBO
Ride Channel
Ion Television
15.61%
8.80%
2.38%
2.88%
2.15%
3.48%
8.99%
2.21%
0.45%
0.31%
187.16
191.34
195.99
192.53
194.77
185.58
171.24
168.7
177.4
171.87
166.68
163.87
156.86
155.82
155.37
152.51
150.67
138.16
135.53
130.35
REACH RELEVANCE
1005009.06%6.80%4.53%2.27%<0.01% 150 200
Pandora
Around the World
iHeartRadio
DatPiff
NPR
HotNewHipHop.com
Spotify
UKF Dubstep
FratMusic.com
SoundCloud
TOP RADIO

10. BUSINESS OPPORTUNITY
INSIGHT
Action sports-related events are very popular with the target,
and audio technology is a strong passion.
ToP CONSUMER ELECTRONICS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Skullcandy
Beats by Dre
Sony
Monster Products
Denon
Powermat Technologies
The House of Marley
Turtle Beach
Case-Mate
GUNNAR Optiks
4.85%
6.32%
2.38%
0.92%
0.21%
0.14%
0.42%
0.84%
0.59%
0.55%
196.58
190.72
184.14
185.33
192.72
193.86
185.65
179.96
181.91
182
162.35
160.58
148.95
144.19
142.79
142.15
140.77
140.16
139.75
139.45
TOP EVENTS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 X Games
Dew Tour
Barstool Blackout Tour
NCAA Wrestling
Rockstar Energy Drink Ma...
Honda Stage
Life In Color "World's Lar...
CosmicWorld
Spartan Race
Electric Daisy Carnival
6.46%
1.56%
0.88%
1.61%
0.80%
0.81%
1.66%
0.74%
3.25%
1.15%
190.95
192.33
192.28
186.12
187.73
172.55
159.92
148.63
133.19
125.76
160.91
151.78
148.62
147.82
145.09
135.03
130.53
118.65
117.09
105.69

11. CREATIVE INSIGHTS
INSIGHT
Bizarre, offbeat Entertainment content is eye-catching for them. Hip celebrities can catalyze their attention.
Unconventionally-themed challenges/contests could activate them.
Top ENTERTAINMENT JUNKIES SUB SEGMENTS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Entertainment Wat...
Movie Lovers
TvShow Lovers
Gatherers Informat...
Emotional Watchers
19.65%
44.78%
35.47%
1.44%
0.48%
193.85
162.61
108.1
12.84
3.21
173.62
162.94
123.52
31.64
19.69
REACH RELEVANCE
10059175.06%3.80%2.53%1.27%<0.01% 141 183
Silent Library
X-Play
Hip Hop Squares
Wipeout
Family Fued
Top ENTERTAINMENT JUNKIES SUB SEGMENTS

12. CREATIVE INSIGHTS
TOP MUSIC GENRES
RELEVANCE
3172513
35.09%
REACH
0.72% 16.65% 56.45% 81.19%
167
LATIN AMERICAN
MUSIC ALTERNATIVE
MUSIC
CLASSICAL
MUSIC
RELIGIOUS MUSIC
POP MUSIC
DANCE &
ELECTRONIC MUSIC
CLASSIC
ROCK &
OLDIES
METAL
JAZZ & BLUES
FOLK &
TRADITIONAL MUSIC
REGGAE &
CARIBBEEAN
URBAN &
HIP-HOP
COUNTRY
MUSIC
PUNK
HARD ROCK
&
PROGRESSIVE
# NAME REACH POPULARITY RELEVANCE
Horror Films
Animated Films
Comedy Films
Action & Adventur...
Science Fiction & Fa...
Drama Films
Romance Films
Documentary Films
1
2
3
4
5
6
7
8
30.22%
42.99%
74.88%
51.43%
38.29%
49.53%
23.71%
7.95%
167.61
150.06
131.11
110.14
105.52
76.67
66.67
48.74
161.17
154.02
149.42
129.88
122.79
107.04
90.97
67.9
TRENDS
-80.00%
4.00%
-
-32.26%
34.78%
-38.46%
-40.00%
-28.57%
TOP MUSIC GENRES

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