Aveeno

Group 8Nailah AliHolly GloverLaura LarsonMichelle ManikowskiKyle Snarski

Who uses Aveeno?

NaturalBeauties

ST

W

O

trengths

AdAge 2010:#5 in the Top 10greenest brands

Active naturals

pportunities

Target teenage female

market

Consumers are mainly women aged 18-34

“Going green” is trendy

Rising price of ingredients

Private label brands

Global expansion

Weakenedeconomy

eaknesses

hreats

Credibility

Brand Challenge

…Who’s missing?

•Primary Demand•Direct & Indirect Action

•Changing purchase behavior•Interest & Desire

Where does Aveeno want to go?

Multi-segment Approach

•Immediate Results•Exotic Fragrances•Trendy Products

•Natural Ingredients•Anti-aging•Long Lasting

Positioning

•Positioning for teenagers vs. 18-34•Brand Image•High Involvement

Media Strategy

•TV & Magazine primary vehicles•Internet secondary vehicle