Forward to: Strategy Team

Market Share
Intelligence

Ten agent workflows for the Strategy Team — market share estimation, category growth tracking, competitive positioning analysis, whitespace opportunity identification, geographic expansion intelligence, M&A target assessment, portfolio optimization signals, emerging competitor detection, strategic scenario modeling, and market share dashboard — enabling data-driven strategic decisions.

1Market Share Estimation

AI agent uses domain signals — web traffic proxies, product page breadth, distribution coverage, and brand authority scores — to estimate market share positions across CPG categories.

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Estimate Market Share Positions
/products/investors/aboutOpenPageRankIAB Categories
MARKET SHARE ESTIMATION — US HOUSEHOLD CLEANING ════════════════════════════════════════════════════════ Company Est. Share Trend PageRank SKU Count pg.com 28.4% +0.8% 9.4 412 Our Company 18.2% -0.3% 7.8 284 scjohnson.com 14.1% Flat 7.2 196 churchdwight.com 11.8% +1.2% 6.8 186 reckitt.com 9.4% -0.6% 8.1 168 henkel.com 7.2% Flat 7.4 224 Others 10.9% SHARE MOMENTUM: Gaining: Church & Dwight (+1.2%), P&G (+0.8%) Losing: Our brand (-0.3%), Reckitt (-0.6%) ALERT: Share decline for 3rd consecutive quarter ACTION: Innovation + distribution gaps driving loss — address both

2Category Growth Tracking

AI agent monitors product category domains and retail signals to track category growth rates, identify accelerating segments, and spot emerging micro-categories.

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Track Category Growth
/products/press/investorsIAB Categories
CATEGORY GROWTH INTELLIGENCE ════════════════════════════════════════════════════════ Category Size Growth Our Share Opportunity Laundry Pods $8.2B +12% 22% High growth Liquid Detergent $6.4B -3% 24% Declining Surface Cleaners $4.8B +4% 16% Moderate Dish Care $3.2B +2% 20% Stable Air Care $2.8B +8% 8% Underpenetrated Natural/Eco Cleaning $1.4B +22% 4% Fast growing EMERGING MICRO-CATEGORIES: Refill systems: $420M — growing 45% annually Probiotic cleaning: $180M — growing 62% annually Pet-safe cleaning: $280M — growing 34% annually STRATEGIC PRIORITIES: 1. Accelerate pods innovation — fastest-growing major category 2. Invest in natural/eco — 22% growth, we are under-indexed 3. Air care expansion — 8% growth, only 8% share

3Competitive Positioning Analysis

AI agent maps competitor positioning across key dimensions — innovation, value, sustainability, and quality — to identify strategic differentiation opportunities.

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Map Competitive Positioning
/about/products/blogPersonasOpenPageRank
COMPETITIVE POSITIONING MAP ════════════════════════════════════════════════════════ Innovation Value Sustainability Quality pg.com 92 68 91 88 unilever.com 78 72 89 82 Our Company 62 82 68 84 churchdwight.com 72 88 54 78 henkel.com 74 78 82 86 POSITIONING ASSESSMENT: Our differentiation: Value leader — strongest value perception Our vulnerability: Innovation gap (30 pts behind P&G) Our opportunity: Sustainability + value = unique positioning STRATEGIC RECOMMENDATION: Position as "Best Value AND Sustainable" — unoccupied space No competitor owns both value AND sustainability This positioning gap is worth $1.2B in addressable market

4Geographic Expansion Intelligence

AI agent monitors international market domains to assess expansion opportunities — market size, competitive landscape, regulatory environment, and distribution infrastructure.

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Assess Geographic Opportunities
/about/products/pressCountriesIAB Categories
GEOGRAPHIC EXPANSION INTELLIGENCE ════════════════════════════════════════════════════════ Market Size Growth Our Presence Competitor Density India $12.4B +14% None Medium Brazil $8.2B +8% Minimal Low Southeast Asia $6.8B +11% None Medium Middle East $3.4B +9% None Low Africa $4.1B +16% None Low TOP PRIORITY: INDIA Market: $12.4B growing 14% — massive opportunity hul.co.in: Dominant player (40% share) Distribution: Complex but D2C growing fast Challenge: Established local players, price-sensitive market Entry strategy: D2C first + premium positioning QUICK WIN: BRAZIL $8.2B market with low competition Entry via acquisition of local brand — 3 targets identified

5M&A Target Assessment

AI agent identifies and assesses potential acquisition targets by monitoring emerging brand domains for growth signals, category adjacencies, and strategic fit indicators.

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Assess M&A Targets
/investors/about/pressDomain AgesOpenPageRank
M&A TARGET ASSESSMENT ════════════════════════════════════════════════════════ HIGH-FIT TARGETS: blueland.com — Refill Cleaning Products Revenue est: $80-120M | Growth: +45% YoY Domain Age: 2,100 days | PageRank: 5.4 Strategic fit: Refill technology + Gen Z brand + D2C expertise Estimated value: $400-600M RECOMMENDATION: Approach for acquisition — fills 3 strategic gaps branchandpetal.com — Premium Natural Cleaning Revenue est: $40-60M | Growth: +32% YoY Strategic fit: Natural/eco segment entry + premium positioning Estimated value: $180-240M meliora.com — Zero-Waste Cleaning Revenue est: $15-25M | Growth: +55% YoY Strategic fit: Sustainability leadership + refill pioneer Estimated value: $60-100M TOTAL M&A PIPELINE VALUE: Targets assessed: 24 companies High-fit targets: 6 | Total estimated value: $1.2-2.4B

6Portfolio Optimization Signals

AI agent analyzes brand portfolio performance signals to identify divestiture candidates, underperforming brands, and portfolio rebalancing opportunities.

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Analyze Portfolio Performance
/products/investors/pressOpenPageRank
PORTFOLIO OPTIMIZATION INTELLIGENCE ════════════════════════════════════════════════════════ Brand Revenue Growth Margin Share Trend Action Laundry A $2.4B +4% 28% Stable Invest Dish Care B $1.1B +2% 32% +0.4% Invest Surface C $680M -2% 18% -0.8% Fix or sell Air Care D $240M +6% 24% +0.2% Grow Legacy Brand E $180M -8% 12% -1.4% Divest Niche Brand F $45M -4% 8% -0.6% Divest DIVESTITURE CANDIDATES: Legacy Brand E: Declining, low margin — est. $400M sale value Niche Brand F: Sub-scale, unprofitable — est. $80M sale value Total divestiture proceeds: $480M — redeploy into growth

7Emerging Competitor Detection

AI agent monitors new brand domains, startup funding sites, and D2C launches to detect emerging competitors before they gain significant market share.

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Detect Emerging Competitors
/about/products/pressDomain AgesOpenPageRank
EMERGING COMPETITOR DETECTION ════════════════════════════════════════════════════════ FAST-RISING THREATS: cleaninglab.com — AI-Formulated Cleaning Domain Age: 680 days | PageRank: 4.8 (rising fast) /products: AI-optimized cleaning formulas — personalized /press: $45M Series B | Growing 80% YoY /about: Ex-P&G and ex-Google founding team THREAT LEVEL: HIGH — disruptive model with strong team tru.earth — Detergent Sheets Domain Age: 1,800 days | PageRank: 5.2 /products: Laundry detergent sheets — zero waste /press: $120M revenue — profitable THREAT LEVEL: MEDIUM — niche but growing rapidly dropps.com — Eco-Pods D2C Domain Age: 4,200 days | PageRank: 4.6 /products: Subscription-only eco pods THREAT LEVEL: MEDIUM — capturing eco-conscious segment

8Whitespace Opportunity Identification

AI agent maps competitor portfolios against consumer demand signals to identify unserved or underserved market whitespace that represents growth opportunities.

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Identify Whitespace
/products/blogIAB CategoriesPersonas
WHITESPACE OPPORTUNITY MAP ════════════════════════════════════════════════════════ Opportunity Market Growth Competitor Activity Our Fit Pet-Safe Cleaning $800M +34% Low High Refill Systems $420M +45% Medium High Probiotic Cleaning $340M +62% Medium (P&G dev) Medium Small-Space Products $280M +22% Low High Smart/Connected Clean $120M +38% Low Medium PRIORITY MATRIX: Immediate (0-12 months): 1. Pet-Safe Cleaning: $800M, low competition — LAUNCH 2. Refill Systems: $420M — acquire Blueland or develop Medium-term (12-24 months): 3. Small-Space Products: $280M — urban product line 4. Probiotic Cleaning: Race against P&G — 18-month window TOTAL ADDRESSABLE WHITESPACE: $1.96B across 5 opportunities

9Strategic Scenario Modeling

AI agent generates strategic scenario analyses based on market signals — modeling competitive responses, market evolution, and strategic option outcomes.

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Model Strategic Scenarios
/investors/press/aboutOpenPageRank
STRATEGIC SCENARIO ANALYSIS — 3-YEAR OUTLOOK ════════════════════════════════════════════════════════ SCENARIO A: STATUS QUO Share trajectory: 18.2% declining to 16.5% by 2028 Revenue impact: -$340M vs current Key risk: Innovation gap widens, PL erosion continues SCENARIO B: INNOVATION + SUSTAINABILITY PUSH Investment: $800M over 3 years Share trajectory: 18.2% growing to 20.4% by 2028 Revenue impact: +$620M vs current Key move: Pet-safe launch + refill system + sustainability rebrand SCENARIO C: M&A + PORTFOLIO OPTIMIZATION Investment: $1.2B (acquisitions) + $480M (divestitures) Share trajectory: 18.2% growing to 22.1% by 2028 Revenue impact: +$1.1B vs current Key move: Acquire Blueland + divest Legacy Brand E + F RECOMMENDED: Scenario C — highest ROI on capital deployed

10Market Share Dashboard

AI agent synthesizes all market intelligence into a strategy dashboard — providing executive leadership with real-time visibility into competitive positioning, growth opportunities, and strategic options.

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Generate Strategy Dashboard
/products/investors/pressOpenPageRankIAB Categories
MARKET SHARE DASHBOARD — FEBRUARY 2026 ════════════════════════════════════════════════════════ MARKET POSITION: US Household Cleaning: #2 at 18.2% (declining) Church & Dwight: Gaining 1.2% — fastest mover GROWTH DRIVERS: Pods category: +12% growth — our strongest segment Whitespace: $1.96B addressable M&A pipeline: 6 high-fit targets identified STRATEGIC RECOMMENDATION: Scenario C: M&A + Portfolio Optimization Projected share: 22.1% by 2028 (+3.9 pts)
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Generate Strategy Report

Market Share Intelligence Report — February 2026

EXECUTIVE SUMMARY ──────────────────────────────────────── Market position: #2 at 18.2% (declining 0.3% QoQ) Competitor brands tracked: 420 domains Emerging competitors identified: 3 fast-rising threats Whitespace opportunities: $1.96B across 5 segments KEY INSIGHTS Market share declining for 3rd consecutive quarter. Church & Dwight gaining aggressively through innovation and promotion. $1.96B in addressable whitespace identified. Strategic scenario analysis recommends M&A + portfolio optimization path — projected to reach 22.1% share by 2028. Priority acquisition target: Blueland ($400-600M) for refill technology and Gen Z brand equity.
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