dove men+ care presentation

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

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EARNED & OWNED


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CONCLUSIONS/EVALUATIONS

TAKEA RISK!

dove men+ care presentation

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