To,
MR. Michael Summers, Brand Manager
LISTERINE® at Johnson & Johnson,
New York, New York
June 10, 2018
Dear Mr. Summers,
I am thrilled to have the opportunity to submit a proposal to help your company create a new
product line. In the accompanying business proposal, I have outlined how we can help your
company explore business possibilities by trying to acquire new clients in baby-care market that
will help you increase the retention of your existing customers while at the same time targeting
and receiving new clients at a relatively low client acquisition cost as you are spending now.
After a thorough analysis of your product line and sales process, we found that by introducing a
new product line, it can help your company:
Increase brand awareness and public positive review
Promote customer loyalty
Target new client segments, including a new local client base, and lower your new client
acquisition costs.
Enhance your product line variety
The enclosed proposal includes in-depth information about the new product line as well as the
marketing strategy associated with it. You would find the proposed methodology and strategy
development to further understand how this product would be accepted by the market and the
customers.
Call me at (804) 928-8017 if you have any questions or require further information. I am
confident that I can create a personalized product development plan that suits the requirements of
your company.
Sincerely,
Claire Yang
1
Business Proposal
for Listerine
The Baby Mouth Wash
Address: 28 Westahmpton Way
Richmond, Virginia, 23173
Cell.: (804) 928-8017
Email.: Caire.yang@richmond.edu
2
Table of Contents
I. Executive Summary ............................................................................................... 3
Introductory Statement
Objectives
II. Description of Business......................................................................................... 4
Product Description
Proposed Target Market
III. Action Plan ......................................................................................................... 5-7
Statement of Purpose
Limitations
Proposed Methodology
Schedule
Personnel Involved
Resource Involved
IV. Marketing Plan ...................................................................................................... 8
Positioning Analysis
V. Financial Plan ........................................................................................................ 9
Cost Involvement
Estimated Financials
Pricing Strategy
VI. Concluding Statement ......................................................................................... 10
VII. Appendix ............................................................................................................... 11
Survey Template
BUSINESS PROPOSAL FOR LISTERINE - JUNE 2018 3
Executive Summary
Oral hygiene for babies and young children is an issue that is not looked at closely
enough. Baby Listerine will not only bring more attention...
