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8/10/2019 Dove Men+ Care Presentation
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Natalie Rabb, Eric Camardelle, Alyssa Bordelon, Rachel Smith
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PROBLEM
Mens personal care is the smallest, yet fastest growing segment within
the beauty and personal care industry. The mens personal care industry
may be small, yet it is highly competitive with a number of various
products ranging from shaving to hair care. In addition to a competitive
industry, marketing to men gets more dicult as the idea of what
denes a man becomes increasingly blurred and varied. The problem
for Dove Men+Care is two-fold: (1) persuading males to use a product
oered by a traditionally female brand and (2) standing out amidst
the clutter in an industry where competitors are already established.
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MARKETING OBJECTIVES
ADVERTISING OBJECTIVES
Increase market share in the deodorant category by 2% in an eort to achieve the
second-highest market share amongst brands, behind Degree Men, yet ahead ofcompetitor Old Spice.
Increase market share in the body wash category by 2% to join fellow Unileverbrand Axe as the two leading body wash brands.
Maintain the current market share of 4.55% in the nondeodorant bar soap cate-gory.
Inform non-Dove+Men product users of our brands presence by increasingawareness and then persuading the same consumer to try our brand with the goalof converting the consumer to a Dove+Men user.
Achieve top-of-mind awareness among current Dove+Men product users in or-
der to break through the clutter of the competition.
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- BRAND ANALYSIS
- INDUSTRY ANALYSIS
- PAST/CURRENT ADVERTISING
MANTHEMONLINE VIDEOS
MISSION:CARE#REALDADMOMENTS
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- Male, 25-34
- College graduate / some college- Houston, Miami, Los Angeles, or San Francisco
- Believe men are negatively stereotyped in ads
- Almost half are fathers with children 3 years old or younger
- Digital connoisseurs
- Top 3 inuencers: family, peers, and signicant other
TARGET MARKET
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MEDIA OBJECTIVE
Reach 75% of Male Dove users ages 25-34 in the Northeastand West an average of four times a week continuouslythroughout the 2015 scal year.
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SOUTH 84
NORTH EAST 125
WEST 117
MIDWEST 89
SOUTH 102
NORTH EAST 98
WEST 94
MIDWEST 105
BDI
CDI
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MEDIA MIX
DIGITAL
PROMOTIONAL/GUERILLA
RADIO
OUTDOOR
42.25%
$21,125,000
21.75%
$10,875,000
10%$5,000,000
26%$13,000,000
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MEDIA VEHICLES- $10,000,000 in the top 10 DMAs- $3,000,000 in nearby CBSAs
1. New York, NY 2. Los Angeles, CA 3. Philadelphia, PA 4. San Francisco, CA 5. Boston, MA 6. Washington D.C.
7. Phoenix, AZ8. Seattle, WA
9. Denver, CO10. Sacramento, CA
- $8,450,000 with 5 bulletins in the top 10 DMAs- $12,675,000 with 3 bulletins in the top 25 CBSAs
1. New York, NY 2. Los Angeles, CA 3. Philadelphia, PA 4. San Francisco, CA 5. Boston, MA 6. Washington D.C.
7. Phoenix, AZ8. Seattle, WA
9. Denver, CO10. Sacramento, CA
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SOCIAL MEDIA
WEBSITES
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PROS CONS
EXPECTED OUTCOMES
- Frequently reach current users
and keep brand top-of-mind
- Maximize potential and
minimize risk
- Current users in the market, in
turn, inuence non-users
- Limited opportunity for new
market growth
- Only reaching half of target
population
- Competitors grow stronger
in a market that we have no presence in
It isnt anything ashy, but we respectably achieve our objectives by
elevating current users to buy more and encouraging them to inuence
non-users to buy. Our competition does grow a bit stronger in the
Midwest and South, but we perform well enough in our market to still
reach success.
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MEDIA OBJECTIVE
Over the course of our one-year campaign, we will run a continuity scheduling strategy that will:
- Reach 70% of males 25-34 in the Midwest and South an average of 4
times each week.
- Reach 60% of females 25-49 in the Midwest and South an average of 4
times every two weeks.
- Reach 50% of males 25-34 in the Northeast and West an average of 5
times every two weeks.
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SOUTH 84
NORTH EAST 125
WEST 117
MIDWEST 89
SOUTH 102
NORTH EAST 98
WEST 94
MIDWEST 105
BDI
CDI
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SPOT CABLE
MOBILE
RADIO
DIGITAL
OUTDOOR
PROMOTIONS
10%$5,000,000
32.2%
$16,100,000
4%
$2,000,000
2%$1,000,000
17%$8,800,000
34%$17,1,000,000
MEDIA MIX
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MEDIA VEHICLES- $16,000,000-Secondary target in 10 of the Top 10 DMAs in the Midwest and South-Daytime, early fringe, and late fringe
1. Chicago, IL 2. Dallas, TX 3. Atlanta, GA 4. Houston, TX 5. Tampa, FL 6. Miami, FL
7. Orlando, FL 8. Cleveland, OH 9. St.Louis, MO 10. San Antonio, TX
- $8,800,000- Bus Shelter
Fifteen bus shelters throughout ve of the Top 10
DMAs
near gyms, barber shops, and local bars, places
where men feel comfortable
- Digital Bulletin Three bulletins placed in ten of the Top 10 DMAs and ve bulletins placed in ve of the Top 25 CSBAs
- $1,000,000-Two spots per daypart in the Top 50 DMA markets in the Midwest and South and the Northeast and West at dayparts
of 3-7pm, 7-10pm, and 10-12am.
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- $17,100,000-We will use digital to leverage our national mass reach The digital will reach both of our targets in the Midwest
and South, along with our primary target in the Northeast
and West.
- $2,000,000-In-store beacons
- Mobile rich media
SOCIAL MEDIA
WEBSITES
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PROS CONS
EXPECTED OUTCOMES
- Increase of market share
in this market would likely
come at the expense of our
competitors
- Begin to engage and build a
mobile relationship with target
- A number of vehicles that
allow a number of options for
even further localized targeting
- Failure to connect with target
could be disastrous
- May not reach enough users
in the Northeast and South,
potentially losing current
consumers
- Bad digital creative could
potentially turn o our digital
savvy consumer
This media plan will do exceptionally well. The plan eectively reaches
our primary target, and he engages overwhelmingly with the digital
aspect of it. We lose some market share in the Northeast and West, but
we still achieve our marketing objective thanks to overwhelming sales in
the Midwest and South.
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SOCIAL MEDIA
#DADMIRATIONDOVE MEN+CARE
What moments with dad mean the most to you?
Show us how your dad has inspired you to be a
better father. Share you #dadmiration stories
with us on social media, or send in your
entries here: dovemen+care.com
#dadmiration
dovemen+care.com
72 likes 13 comments 7 shares
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EARNED & OWNED
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CONCLUSIONS/EVALUATIONS
TAKEA RISK!