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Hannah Zavacky Hunter Talpas

Anny Tsou

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Table of Contents

Situational Analysis 3

Product 3

Product Class 5

Competition

Consumer/Target Group

Environment

SWOT Analysis Advertising and Marketing Communication Objectives

Campaign Timeline

Contingency Plan

Surveillance of Competition and Environment

Multi-Attribute Model

Line-by-Line Analysis

Message Recommendation

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SITUATIONAL ANALYSIS

Product The brand Dove made its debut in the United States in 1957. Dove is one of many brands owned by Unilever. Unilever is a global company of consumer goods that has been around since the 1880’s and prides itself on being one of the world’s largest, most successful consumer goods companies. Dove’s first product was a beauty-cleansing bar, called the beauty bar, which was a new formula unlike any other on the market. It contained 1/4th moisturizing cream and mild cleansers, something that the market hadn’t seen before. Dove has always been a brand geared towards women and embracing beauty. They have recently come out with a Dove men’s line, but still focus on celebrating women and making women and young girls feel confident in their skin. In 2004, Dove launched their popular campaign called “Real Beauty.” Through their research, they found that beauty anxiety is a shockingly big issue throughout the world for women and young girls. In 2010, Dove launched their new Movement for Self-Esteem. They have partnered with organizations such as the Girls Scouts of America and the Boys and Girls Clubs of America where they have instituted programs and activities throughout the country to encourage, inspire and motivate young girls. These educational programs and campaigns have been working together to strengthen girl’s self-esteem and have reached over 14 million people with no sign of slowing down. Dove has had a long-standing history of excellence within their products and within their social missions. Their products have been endorsed by dermatologists around the world and have been voted as one of the top beauty brands. Today, Dove doesn’t just make beauty bars and soaps. They have expanded their product line to include: body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products. The product that we are concerned with in this analysis is their deodorant. Specifically, their line of women’s clinical protection deodorant. While deodorant has been around for quite a long time, over the last decade, we have seen a new product line emerging from many popular companies. That new product is clinical protection deodorant. This deodorant is popping up all over the world in efforts to give those who perspire more than the average person, a place to turn to. Clinical protection deodorant is intended to have the strongest protection without having a prescription from a doctor. Dove is no different. They also have created their own line of clinical protection deodorant. Dove offers six different versions of this line, which all include their standard ¼ of moisturizer ingredient. They offer their standard version, which is simply called Clinical Protection and comes in two scents – Original Clean and Cool Essentials. They also offer their line called Clinical Protection Antiperspirant/Deodorant, which comes in four styles – Powder Soft, Skin Renew, Revive, and Soothing Chamomile. All of the antiperspirant/deodorant versions market themselves as providing prescription-strength wetness protection. However, they all offer additional benefits as well. The

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powder soft version is wetness protection with the added benefit of powder soft scent and soft, smooth underarms. An added benefit of the skin renew version is that with regular use, it works to combat and reduce underarm dark marks by combining a unique formula of calendula and sunflower seed extracts to speed up skin renewal. The third version of clinical protection antiperspirant/deodorant in Dove’s line is Revive. This deodorant is centered around freshness and odor fighting with sweet lively scents of pomegranate and lemon to leave you feeling clean and of course, revived. Lastly, the smoothing chamomile version is not only to soothe your beauty anxiety, but also to soothe that pesky underarm irritation those with sensitive skin suffer from on a regular basis. The moisturizer, vitamins and chamomile infused into this version will have your underarms feeling fabulous in just five days. All of Dove’s clinical protection antiperspirant/deodorants listed above have been tested against leading prescription products with 6.25% aluminum chloride in them, making Dove a good option for your sweat worries. Their two clinical protection deodorants in original scent and cool scent are listed as just deodorants and not antiperspirants because they do not contain this aluminum chloride ingredient. Aluminum chloride can sometimes cause skin irritation and discomfort making this version better for those with very sensitive skin. This aluminum chloride ingredient is the one that works to stop the sweat in its tracks. This ingredient is higher in clinical strength protection deodorants than in regular deodorants, making it close to the strength typically needed to receive from a doctor. In a New York Times article about clinical protection deodorant, a Harris poll conducted by the hyperhidrosis group found that 66 percent of respondents said that they felt that sweating was a sign of nervousness and that 49 percent said that if they saw someone excessively sweating they would assume they were overweight of unfit. While none of this may be true, sweating is often acceptable in situations like working out or going to the gym. The times it is not seen as socially acceptable are often outside of this realm and could be professionally related or high-risk situations, whether it be a job interview, prom day or something similar. Dove’s target for clinical strength consumers are about 25 percent of the consumers who consider themselves excessive sweaters and may be unable to control their sweat with regular deodorant. This population is more likely to buy this clinical protection deodorant with a higher price point in order to save herself the embarrassment of high-risk situations from those terribly uncomfortable sweat stains. Even some who don’t fall into this excessive sweater population, may splurge for clinical protection for these types of high-risk events in order to fully protect themselves from those embarrassing self-conscious situations that are likely to occur to any women at some point in her stressful life. These clinical strength deodorant products like Dove’s line will stop this sweating from occurring and giving you your confidence back to live your life and feel confident about yourself at all times. Dove positions their clinical protection deodorant as the beauty and care you expect with ultimate strength and all-day protection. In Dove’s mission, they state “Real beauty embraces diversity - no woman is or should feel excluded from the world of beauty that the brand represents. Real women are the brand’s true inspiration.” This positioning of

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Dove’s brand and clinical protection deodorant shows that we are in this together and that we will help you feel beautiful no matter the circumstance. As mentioned above, clinical protection deodorant is a fairly new concept on the market today after only hitting the shelves in 2007. In a products-life cycle we see four important stages - introduction, growth, maturity and then decline. With this being such a new market for this type of deodorant and specifically Dove’s line, we can indicate that this product is in the growth stage of the cycle. It has been around now for close to eight years. However, the older generation of women is often loyal to the type of deodorant that they have used for quite some time and so the younger generation is still experimenting and learning and opening their eyes to this new world of clinical protection deodorants and antiperspirants. The market for this product is small and will increase in the future, but there needs to be more time and energy put into research, development and marketing of this product to really make a difference in the market place. It has survived on the shelves so far and we need to look for ways to improve this product in order to continue its growth and awareness to our consumer. We can see growing trends that traditional hard powdered stick deodorants are in the declining stage as many females are looking for alternatives to this form and getting rid of the unwanted white marks this leaves behind. Ultimately, this gives us new insight and headway for these emerging deodorant products looking to continue into the growth and maturity stages like Dove’s clinical protection deodorant and how we can cater to these consumers want and needs for beauty and boosting confidence.

Product Class When it comes to geographical distribution and sales of Dove Clinical Protection deodorant, there are some things to note. Dove Clinical Protection deodorant is distributed across the entire country and sold in pharmacies, grocery stores and many other general stores such as Wal-Mart and Target. You can pretty much find Dove in any personal care store you enter. While there is not a huge differential in sales numbers, we do tend to see an increase in sales among some southern states such as Georgia, Texas and California. This is expected as they are usually warmer throughout the year and may require higher deodorant protection in other to combat the weather patterns. While we were unable to find a specific market share for Dove, we are able to conclude from Unilever market research reports that their retail value share was around 33% in 2014 (Euromonitor), and that Unilever and Proctor and Gamble personal care products accounted for 65% of the market share in 2014 (Brainmass). This means that with Unilever’s top brands of Degree, Axe, Dove and Suave, they were able to control 33% of the market and thus, giving us an idea of the kind of presence Dove has in the large deodorant category. Also, when taking a look at the Market Share Reporter database, we were able to find some data from 2012 which

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shows that Dove had a 4.07% market share during that year in regards to other deodorant brands like Axe, Suave, Secret, Mennen and Old Spice. As far as price effects, Dove Clinical Protection deodorant remains the same price throughout the entire country. While some stores may have a slight differential, all products cost between $7-$10, which is an average going rate for popular clinical strength deodorants/antiperspirants. Clinical strength deodorants typically cost more than their regular deodorant counter parts due to the higher concentration of aluminum chloride that is used inside to prevent sweating. Dove Clinical Protection deodorant does not follow any seasonal schedules or have any seasonal effects. Clinical Protection deodorant is something that is a necessary hygiene product for those who have a medical problem related to the amount of sweat they produce. This means that it is something used on a regular basis and is purchased throughout the entire year. While many women may tend to use it more throughout the summer when it is warmer, there are not any specific seasonal effects related to this product. The cost of clinical strength deodorant is fairly consistent between competing brands. With that said, all clinical strength deodorants are priced higher than their brand’s standard stick deodorant counter part and are usually about two times that price. For example, Dove’s Clinical Protection deodorant retails for between $7-$10, whereas their standard Go Fresh deodorant sells for somewhere between $2-$4.

Competition Deodorant is a product that is seen as a hygiene necessity. Due to this, there are multiple deodorant choices and brands; we have chosen to concentrate on Dove: Clinical Strength Protection. We have narrowed down the competitors into three categories: over the counter, prescription strength and all natural deodorant. Yet, our main focus will be the over-the-counter category because we see them as our biggest competition and there is also more data offered.

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COMPETITORS ANALYZED, STRENGTHS AND WEAKNESSES

1.7 oz.

$7.10

Clinical Protection offered in the following choices of a smooth solid: Skin

Renew, Revive, Cool Essentials, Powder Soft, Original Clean and Soothing

Chamomile

Active Ingredient: Aluminum Zirconium Tetrachlorohydrex GLY (20%)

Other Ingredients: Cyclopentasiloxane, Dimethicone, Microcrystalline Wax, C18-

36 Acid Triglyceride, Silica, Fragrance (Parfum) Helianthus Annus (Sunflower)

Seed Oil, Dimethicone Crosspolymer, BHT

WEBSITE: Dermatologist tested Dove Clinical Protection delivers prescription

strength defense against wetness and contains Dove ¼ moisturizers to care for

delicate underarm skin. And unlike leading prescription anti-

perspirant/deodorants, it does not contain aluminum chloride or alcohols which

can cause skin irritation and discomfort. With our most powerful all-day

protection and exceptional skin care benefits, it is the ultimate combination of

strength and beauty.

1.6 oz.

$7.99

Clinical Strength offered in the following invisible solid and clear gel:

Completely Clean, Oh-La-La Lavender, Powder Protection, Sport Fresh AND

smooth solid: Calming Aloe, Fresh Water Orchid Light and Fresh, Oh-La-La

Lavender, Powder Protection, Sport Fresh and Hypoallergenic

Active ingredient: Aluminum Zirconium Trichlorohydrex Gly 20% (anhydrous)

Other Ingredients: Cyclopentasiloxane, Dimethicone, Tribehenin, Petrolatum,

Cyclodextrin, C18-36 Acid Triglyceride, Fragrance, Ppg-14 Butyl Ether

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WEBSITE: (4X stress sweat protection) with less irritation than a prescription

product and contains the active ingredient Aluminum Chloride. Additionally, it

contains odor-fighting capsules to give you a light scent all day and 80% sweat

reduction versus the 20% sweat reduction required by an ordinary

antiperspirant.

1.7 oz.

$7.99

Clinical Protection with MotionSENSE™ technology offered in a solid smooth

stick in Shower Clean, Stress Control, Fresh Energy, Sheer Powder, Summer

Strength, Degree 5 in 1

Active Ingredient: Aluminum Zirconium Tetrachlorohydrex GLY (20%) Inactive

Ingredients: Cyclopentasiloxane, dimethicone, paraffin, microcrystalline wax,

fragrance (parfum), silica, caprylic/capric triglyceride, sodium starch

octenylsuccinate, dimethicone crosspolymer, hydrated silica, maltodextrin,

gelatin crosspolymer, hydrolyzed corn starch, cellulose gum, BHT

WEBSITE: Provides five benefits in one product: prescription strength wetness

protection, body responsive odor control, long-lasting fragrance, skin

moisturizing ingredients, and fast absorption. With motionSENSE technology, to

release freshness as you move

1.6 oz.

$8.99

Clinical Oxygen Odor Control Technology™ offered in a solid smooth stick, one

kind

Active Ingredients: Aluminum Zirconium Tetrachlorohydrex Gly (20.0%) (Anti-

Perspirant)

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Other Ingredients: Cyclopentasiloxane, Tribehenin, Dimethicone, Fragrance,

Petrolatum, Trisiloxane, C18-36 Acid Triglyceride, Hydrogen Peroxide,

Tocopheryl Acetate, Aloe Barbadensis Leaf Extract, Sodium Starch

Octenylsuccinate, Water, Silica Dimethicone Silylate, Silica, Benzyl Salicylate,

Linalool, Limonene, Hexyl Cinnamal, Courmarin, Citronellol, Geraniol, Cinnamyl

Alcohol, Citral

WEBSITE: Oxygen odor control; Oxygen Odor Control Technology™, Clinical

Performance Wetness Protection, 48 Hour Protection, 20% Aluminum Zirconium

Tetrachlorohydrex GLY

35 ml 20% topical solution

$9.93

Need prescription, doctor’s visit

Aluminum chloride hexahydrate is an antiperspirant that works by affecting the cells that produce sweat. Aluminum chloride hexahydrate topical (for the skin) is used to treat excessive sweating, also called hyperhidrosis.

2 oz.

$2.50

Trader Joe’s Natural offered in stick form, one kind

Paraben and aluminum free

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2.5 oz.

$6.39

Jason Natural offered in stick form in Purifying Tea Tree, Soothing Aloe Vera,

Calming Lavender, Nourishing Apricot, Fresh Unscented, Fragrance Free

Ingredients: Propanediol, Aqua (Water), Glycerin, Sodium Stearate, Zinc

Ricinoleate, Polyglyceryl-3 Caprate, Aloe Barbadensis Leaf Juice, Camellia

Sinensis Leaf Extract, Citrus Grandis (Grapefruit) Seed Extract, Allantoin, Behenyl

Alcohol, Ethylhexylglycerin, Glyceryl Stearate, Silica, Sodium Bicarbonate,

Sucrose Cocoate, Tocopheryl Acetate, Zea Mays (Corn) Starch

4 oz.

$8.00

Burt’s Bees Natural Spray offered in Sage

100% Natural, Sage SD alcohol 40-B, water, salvia officinalis (sage) oil, lavandin

oil, citrus medica limonum (lemon) peel oil

BRAND SHARE OF DEODORANTS IN 2014:

Dove 8.6

Secret 14.1

Degree 6.9

Mitchum 1.4

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PAST ADVERTISING, MEDIA, CREATIVE:

Dove – 2010 Beauty Meets Strength

o Commercial; Clinical Protection

o Will ____ today – mostly independent

o What will a little more strength do for you?; Where beautiful girls find

strength

Secret – 2015 A Fearless Fighter

o Commercial; Clinical Strength

o Christie Bruce – Firefighter, tracks her day

o So no matter what’s going on inside, you can be fearless outside;

Fearlessness

Degree – 2013/2014 Important Moments

o Commercial; Clinical Active Clean

o Women on an important day

o In the moments that matter most, when you expect more from yourself,

you need more from your antiperspirant; it won’t let you down

Mitchum – September 2015 Women: Good Sweat

o Commercial; Oxygen Odor Control Technology

o Doing things for yourself, doing things with guys -- Enjoy with confidence

o Great moments in life make you sweat

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ADVERTISING & PROMOTION BUDGETS:

Degree – Clinical Protection

o TOTAL MEDIA BUDGET: 15,102.8

o NETWORK TV: 5,978.9

o CABLE TV: 7,170.3

o SPOT TV: 171.2

o MAGAZINE: 559.5

o INTERNET DISPLAY: 1,222.9

Secret – Clinical Strength

o TOTAL MEDIA BUDGET: 45,191.9

o NETWORK TV: 7,786.4

o CABLE TV: 9,551.6

o SPOT TV: 230.7

o MAGAZINE: 19,440.7

o INTERNET DISPLAY: 8,182.4

Mitchum

o Not provided on AdSpender

Dove – Various Deodorants & Online

o TOTAL MEDIA BUDGET: 60.4

o NETWORK TV: ≠

o CABLE TV ≠

o SPOT TV ≠

o MAGAZINE ≠

o INTERNET DISPLAY: 60.4

o

**NOTICE THE TOTALS ≠ THE OTHER BUDGETS ADDED TOGETHER, THIS IS THEIR TOTAL OVERALL, NOT THE TOTAL OF THE FORMS WE HAVE

RESEARCHED**

Of all the direct competitors, Dove offers the best deal with 1.7 oz. for $7.10. This is the lowest price and also the most amount of ounces, Degree also offers a 1.7 oz. selection, but for $7.99. The ingredients for the deodorants vary based on the scent it is offered in. However, they all have Aluminum Zirconium Trichlorohydrex Gly

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which is the active ingredient allowing the deodorant to fight sweat. Dove is the only brand that offers deodorants that do something in addition to clinical protection, these are the skin renew product and revive product. Secret offers an invisible solid, smooth solid and a clear gel, which is the most variety of the four brands. Mitchum is the only brand from the four that only comes in one choice, Dove offers six different clinical strength varieties, Secret offers ten varieties and Degree is tied with Dove offering six varieties. Degree and Mitchum have coined terms to describe the technology offered in their products. Degree specifies that it has MotionSENSE Technology™ to release freshness as you move, while Mitchum has Oxygen Odor Control Technology™ to allow for oxygen odor control. Compared to the all-natural competitors, Dove is the most cost effective per ounce. Dove along with Jāsön deodorant offer six varieties. However, Jāsön deodorants are not offered in any form of clinical strength. Trader Joe brand and Burt’s Bees are only offered in one choice. Natural ingredients also limit the effectiveness of the deodorant since there are no active ingredients. Drysol has to be prescribed by a doctor and costs will vary depending on pharmacy and insurance. However, the average price is $9.93 for a 35 ml container of topical cream. However, the burden of going to the doctor’s for a prescription makes over the counter purchases more appealing.

The Consumer/Target Group The target audience for Dove’s Clinical Protection deodorant is female’s of all ages. Dove Clinical Protection deodorant does not target females within a specific age range or geographic area. However, this particular product line is targeting females that sweat more than usual, hyperhidrosis, and/or wants to prevent from excessive sweating (how stuff works). More importantly, these are the customers that require a stronger version of usual deodorant. Due to increased awareness of personal hygiene, deodorant has become a necessity for females in the United States. Although there is not specific age that Dove is targeting, of all the females in the United States that use mostly Dove as their deodorant brand, female from ages 18 to 44 report the highest percentage of usage (Simmons). Females that are deodorant users and also use Dove deodorants, are mostly comprised of females ranging from ages 18 to 34 and 45 to 54. Although Dove has targeted its audience towards females nationwide, according to Simmons, it states that reported higher usage of Dove deodorant is in California, Texas, Michigan and Georgia. Researchers have found that younger females aged 18 -34 have a higher frequency of uses compared to older consumers (mintel, adult usage). Females that use deodorant have a constant need of feeling clean and refreshed. As for their

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expectations towards deodorant, with a wide variety of products available nowadays, females “want their product to hold up in social situations, provide them with a wonderful smell and ease the irritation from shaving.” (GMID, Deodorants in the US). Meaning, if the products meet their expectations, they will be more likely to stay with a certain product. Females that started using deodorant at a younger age, due to convenience and habit reasons, they tend to stick to a particular brand or format they like or that fits them. Older consumers commonly prefer to stick with the same brand (mintel, shopping). This phenomenon indicates a high level of brand loyalty in this market segment among all age groups due to different reasons. (GMID, Deodorant undergoes a Makeover) Furthermore, according to mintel, young consumers ages 18 to 34 are more likely to pay more for clinical strength deodorants because it has a specific purpose. They think that it provides better protection, so it is worth paying extra (mintel, attitudes). Lifestyle wise, a majority of the female population still prefers to shop at the grocery stores, especially for daily necessity products (GMID, consumer lifestyle US). Females in general are very price sensitive, they are more likely to compare prices for the best deal while purchasing a product that meets their expectations (mintel, attitude). However, it is only when they have not decided which brand or product to pick. Although most consumers purchase their own deodorants, younger consumers ages 18 -24 are more likely to assign the purchase responsibility to their family members, but with a clear instruction of which products to purchase. Female consumers that have an online presence tend to research about the brands of products before they purchase, mainly for comments and suggestions when they do not know which to select. Furthermore, female personal care products tend to generate more social buzz compare to men. It means, many female consumers have this large online presence when seeking information about a certain brand or product. (mintel, social media) Generally speaking, according to Simmons OneView, 93.4 percent of females use deodorant. Based on the country’s current population, 93.4 percent of female population above age 18 would be around 122 millions females. (CIA world factbook) Even if not all females have the need for clinical strength deodorant, a portion of 122 million is still a huge potential for Dove to target. Based upon research, we will be setting our primary target audience as female deodorant users ages 18 to 44 and the rest of female deodorant users as our secondary target audience for our campaign. This would be females in their early teen years under age 18 and those women above this age 44 group. Although Clinical Protection Deodorant/Antiperspirants target women at any age, females ages 18 to 44 are the ones that are likely to switch from another brand to Dove. They may also switch to another product line, such as Clinical Protection if they have not used a certain brand/type for a long time. Furthermore, they are the age group that will be likely to pay more for products that have an added value, just like the the Dove Clinical Protection products offer. Due to these reasons, female

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deodorant users age 18- 44 are the most suitable primary target since they have a higher possibility to switch brands and/or a product line. Deodorant users that are younger than 18 and older than 44 have a smaller possibility of switching to other product types or brands. However, they can still be persuaded to change if the product being promoted suits their needs better compared to the product that they are currently using. Therefore, they are being categorized as our secondary target audience.

Environment There are many external factors such as legal, political, economical, social and technological that can impact the advertising campaigns and purchase of a product. Antiperspirants are categorized as cosmetics and drugs, regulations are very tight against products that are categorized as cosmetics and drugs, especially when it comes to advertising the products (FDA). The Federal Trade Commission has set regulations over cosmetics and over-the-counter drugs. The FTC will investigate advertisements that are considered to be misleading or deceptive. Meaning, promotions should not contain “a claim, practice or omission likely to mislead consumers.” Products that are advertised with claims must to be able to prove that such claim is true, especially with health claims. Furthermore, “major television networks also require advertisers to substantiate claims before ads are aired” as part of the law in section 43(a) of the Lanham act. Due to such regulations, it will limit the possibility of legal contents when promoting products such as antiperspirants because misleading promotions on cosmetics and drugs may affect the consumer's’ health. (PCPC) Based on economic trends of recent years, the GDP per capita has increased $2400 in 2014 from 2012 (CIA, USA) . This indicates that the economic environment is improving, people are making more money, hence, an increased disposable income. Meaning that when they see advertising campaigns that they are persuaded by, they are more likely to try such product since they now may have the budget to do so. Furthermore, with a improved living conditions due to economic growth, consumers are more likely to pay attention to personal hygiene or beauty products and thus, increasing the need for deodorants. There are often concerns that the use of antiperspirants can increase the possibility of cancer. The theory is that ingredients such as aluminum, when applied to skin would interact with DNA or female hormones that are likely to increase the possibility of breast cancer development (WebMD) . However, research has proved that there is not a direct link between antiperspirants and cancer and all products are FDA approved (cosmetics info). Although there is no solid evidence proving such concern is real, there are still some consumers that are worried by this rumor

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considering these products are directly applied to ones skin. Some may then decide to not use deodorant or antiperspirants, or prefer natural product. Such concern negatively impacts the image of antiperspirants. On the other hand, products such as cosmetics and deodorants are usually being tested before they are sold to consumers. This testing is usually conducted on animals. This has become one of the controversial ethical issues, especially among animal rights activists, that can influence the public. Many animal rights organizations and activists are acting out against animal testing of beauty products, including deodorants. The People for Ethical Treatment of Animals has released a list of companies that are cruelty-free, major deodorant brands such as Dove, Degree and Secret are absent on this list (PETA). Consumers that have ethical concerns for fair treatment for animals may choose not to purchase such brands, changing to other smaller, but more ethical brands. Moreover, it will do some damage to the overall image of the brand and could impact sales. Due to increased concern and attention for hygiene and personal care, people are constantly seeking ways to make themselves clean and feel comfortable. This would increase the demand for products like deodorant, especially ones with improved protection or that treat specific problems. (GMID, Deodorants undergo makeover) Consumers will then start to search for products that fit such specifications. Communication wise, people are more likely to pay attention to contents that have a higher social media buzz. People also tend to follow trends, if something is popular or people start to talk about a certain product or brand, more people are likely to find out what it is about or try it for themselves. This emphasizes the importance of word-of-mouth, messages spread fast. (pew research center). Due to technological advancements, around two-thirds of the US population now own a smartphone (CIA) . Research also states that 86.8% of the population are internet users (pew research center). A high online presence and easy access to social media platforms brings both advantages and disadvantages to communication campaigns. Since a majority of the population uses the internet, there is a greater possibility of reaching a specific target audience, besides traditional media. Meaning there are more ways to generate buzz and spread the message. It also makes interactions with consumers possible, giving the advertiser a chance to maintain customer relations. However, since there are so many different platforms to post messages or comments, there is an increased difficulty to manage and control the content. If anything goes wrong with the campaign or the product, the news spreads fast and brings greater damages. Furthermore, the technological advancements provide an easy access to gather information and consumers can look for information about the product or even compare among competitors before purchasing.

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SWOT ANALYSIS Dove Clinical Protection Deodorant/Antiperspirant Action Set

After prioritizing the SWOT list (Appendix:___) using the damage, benefit, cost and time scale, a list of action sets have been created. An action set of seven items has been ranked in order based on the total score. After our analysis, the most critical issue is lack of awareness internally and externally, which is ranked first and second on the list. Consumers in general have a lack of understanding for clinical strength deodorants/antiperspirants, especially about why they need to use it. Part of the reason Dove Clinical Protection products are not well known is due to its lack of promotion. Both of the issues cause a huge damage towards the products and will require a longer time and greater cost to address the issues. We found that 25% of consumers consider themselves excessive sweaters and this is a great opportunity to promote Dove’s product line because this specific product line solves the issue. It indicates the need for such products. Issues ranked four, six and seven are the positive qualities of the Dove Clinical Protection deodorant/antiperspirants that not all of their competitors have. These are the issues that can be used to attract consumers, which will require a great amount of costs to get these points across. However, less time is required since many of these points are already well promoted through Dove’s other related products. Due to the fact that female deodorant users research online before they purchase, it will create a great opportunity for us to reach the customers through online promotions and publicity. It is a great opportunity to introduce consumers that are searching for products about another option that may suit their needs.

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ADVERTISING AND MARKETING COMMUNICATION OBJECTIVES Target Market: Women ages 18-44 in the United States Marketing Objective: Create awareness of Dove Clinical Protection Deodorant. Communication Objective: Communicate the benefits to our target of using clinical strength deodorant. Advertising Objective: Persuade those suffering from hyperhidrosis/excessive sweating to purchase Dove Clinical Protection Deodorant and/or to switch from one brand of clinical strength deodorant to Dove’s. After analyzing our SWOT analysis, we have chosen seven attributes that we would like to focus on throughout this campaign. The seven items that we chose are the fact that Dove is the #1 dermatologist recommended deodorant brand for skin care. This is a huge advantage over our leading competitors. The second factor is that all Dove products include ¼ moisturizer making them better for your skin and able to soothe and condition well. Dove has a Clinical Protection line, which is the focus of our entire campaign. However, within this clinical protection line they have a product called just deodorant and another called deodorant/antiperspirant. All of our competitors only offer the antiperspirant version. These two have different ingredients and are used for different uses, making our product have a wider selection. Unfortunately, Dove has a lack of promotion for their specific Clinical Protection line. They simply do not advertise it much and so people are unaware that it exists and/or the benefits that this line offers. Our target of females ages 18-44 have an extremely large online presence and often research a brand or product before they purchase it so if Dove was to do more promotion about their Clinical Protection line in order to target this group, they may have bigger success and in turn, larger sales. We found through our research that 25% of women consider themselves excessive sweaters or to have the condition called hyperhidrosis. This condition would likely not hold up against standard deodorant and would require something stronger such as clinical strength deodorant. This is a large population and would be beneficial for our product line to capitalize on. Once this target learns more about this product line, they will understand the benefits on it and why they need it to fix their ongoing problem. As far as the marketing communication problem that Dove has is the fact that our target is unaware of the Clinical Protection line that Dove offers and what it can do to benefit them. We need to work to modify our target group. They likely already use deodorant, as it is a standard hygiene product that almost all women use, but they may not be using the Dove brand or specifically, Dove Clinical Protection

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deodorant. We would like to increase their awareness of these factors and in turn, increase the market share of Dove Clinical Protection Deodorant. Our campaign communication objectives will be as follows. We will be working to increase the awareness in our target that Dove offers a Clinical Protection line of deodorant and what benefits that line offers to them, as well as understanding the different types within the line as well. We will measure this through surveys and top of mind awareness tests. The next objective we will work to increase is that Dove offers ingredients that other competitors do not. Dove is the #1 dermatologist recommended brand for skin car and their products contain ¼ moisturizer, again, making them better for your skin. Skin care is something that many females care greatly about and will help us to sell our product. This again can be measured through awareness and surveys. Right now, there is a lack of promotion by Dove in regards to their Clinical Protection product line. You often see ads and media promoting their Go Fresh line, but not Clinical Protection. We plan to increase this through social media as well as through other traditional forms. Research states that our target of female’s ages 18-44 have the highest online presence so we will likely reach them with this plan. This can be measured through online statistical data from these websites as well as through social media advertisement analysis. All of these objectives will help us to target our consumers and make sure that 25% of the population who consider themselves excessive sweaters or have hyperhidrosis, are aware of Clinical Protection deodorant, why they need it, and the benefits it will offer them. All of the above objectives will be met within our specific time frame of this campaign, which will run from March 1, 2016 to March 1,2017. In conclusion, we will raise awareness of Dove Clinical Protection deodorant, communicate the benefits of it and persuade our target using other brands/types of deodorant to switch. As far as our beginning and end value, we can get you from 19% to 60% in the span on this one-year. Out of 51 Responses that correspond with our target audience, 43% are aware of and have used clinical strength deodorant in the past and 31% are already using Dove deodorant as their brand of choice. Through our research we found a ratio of 4-2-1 in regards to awareness and purchase behaviors. Overall, our end value came out to be 74%, but through our research we found that only 70% of our target is aware of our parent brand Dove. We don’t feel like we can exceed this amount and have estimated that we could reach 60% awareness of the Dove Clinical Protection line. This will increase the awareness level of Dove Clinical Protection deodorant from 19% to 60% as measured by top of mind awareness for women, ages 18 to 44, nationwide during the campaign time frame beginning on March 1, 2016 and ending on March 1, 2017. By March 1, 2017 Dove Clinical Protection Deodorant awareness will be at 60% among women ages 18-44 across the United States. These objectives and marketing plans will create awareness among our target and who consider themselves to fall into the excessive sweating category, about Dove Clinical Protection deodorant. Their awareness will in turn, influence them to

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purchase, creating more sales and greater market share for Dove. You will see how these objectives will be benchmarked in the following campaign timeline.

CAMPAIGN TIMELINE

The diagram above represents the timeline for our yearlong campaign. In order to evaluate the campaign progress, at each timeframe interval, the progress of the campaign will be measured through the level of awareness for Dove Clinical Protection products. The campaign will begin with a 19% awareness level and will end at 60% for Dove’s Clinical Protection products. Throughout the year, there will be three benchmarks. These benchmarks will be at 29%, 40% and 50% to make sure the campaign is proceeding according to the objectives. The benchmarks are set for successive approximation. Every benchmark will have a contingency plan if the level of awareness for Dove Clinical Protection Deodorant/Antiperspirant is below or above the set benchmark. The first quarter will focus on the marketing objectives, to create awareness for Dove Clinical Protection deodorant through the use of traditional and nontraditional media. The second quarter will focus on the communication objective, to show the target audience the USP of the products. The third and fourth quarter will then focus on the advertising objective, to induce trial; to persuade those that are exposed to the campaign to purchase or switch to the product. The second quarter and third quarter will have more GRPs compared to the other quarters; there will also be an increase in reach. Moreover, the communication objective will still come into play to remind the audiences why they should purchase the products. To make sure the objectives are met, the level of awareness will be measured throughout the campaign from timeframe one to the end. In order to mark sure the

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target audiences are really buying the products, the level of sales will also be used as a reference in timeframes two, three and four. Contingency Plan To prevent from RAMP problems that may damage to the image of our client Dove, contingency plans are set when the actual value of awareness is below or above the cut-off value of the benchmark. If the benchmark is above the cut-off value, the GRPs will be decreased through the minimization of frequency on certain advertising mediums that generated the most reach. If the benchmark is still above the cut-off value, all ads will be pulled out of a certain medium to decrease the GRPs. On the other hand, if the benchmark is below the cut-off value, GRPs will be increased on the medium that generated the most reach; increasing the frequency. Furthermore, if the level of awareness is still below the benchmark, both reach and frequency will be increased to increase the GRPs for all mediums in the media mix so there will be more exposure to the advertisements and more likely to influence our target. Surveillance of competition and environment In order to be prepared for external influences, we will also be monitoring the level of awareness of Dove’s major competitors such as Degree, Secret, Mitchum since they have similar products. Their actions will be monitored through their media mixes, whether they are promoting the product or not. Furthermore, we will also be monitoring if they are launching any new similar products since it will affect the level of awareness of Dove’s Clinical Protection Deodorant/Antiperspirants.

MULTI-ATTRIBUTE MODEL In order to develop our Multi-Attribute Model we used two surveys to collect both quantitative and qualitative data. We used a convenience sample to send out both surveys and collect data. The surveys were created using Survey Monkey and sent out via website link. The link was sent by the three group members to different clubs, organizations and posted on Facebook in order to collect data. For our first survey, we wanted used an open-ended questionnaire in order to get non-aided answers of the key attributes the population could mention. From the first survey we analyzed that the top five key attributes were: smell, not leaving residue behind, antiperspirant and long lasting. The attributes were not all at a 60% mention, but this is due to the size of the convenient sample. For the second survey, we based our questions off of the belief, importance and iconic scales. By using these scales we were able to create a mean score and complete a line-by-line analysis of the ratings. We also asked the question, What influences your purchasing decisions?. This question was different than the question, What characteristics do you look for in a deodorant? (Please list all that apply) from the first survey which allowed us to determine our top five attributes. We asked this

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because we wanted to know if price would be the main influence of purchasing deodorant. From the second survey analysis we discovered that it is the second influence in purchasing deodorant.

Line-by-Line Analysis Looking at the rating of the attributes on the MAM we found that Degree is the main competition for Dove. For the most important attribute, Smell, Degree was past the ideal and also closer to the ideal than Dove, which ranked below ideal. This was a common occurrence because Degree ranked higher and closer to the ideal than Dove. Secret was ranked far behind Dove on Doesn’t leave residue, Prevents sweating, and Texture. Secret still ranked behind Dove on the attribute Smell, but only by 0.05 points out of the 10-point scale. Secret also ranked behind Dove on Long-lasting by 0.30 points on a 10-point scale. This was the closest competition behind Dove. Mitchum ranked the highest on all attributes and surpassed Dove on the rating scale. However, it also surpassed the rating of the ideal deodorant. This does not necessarily make Mitchum the best, but it has the highest perception rating based on the sample’s perception.

Imp

ort

ance

10

9

8

7

6

AttributeRating6 7 8 9

SMELLDOESN’TLEAVERESIDUEPREVENTSSWEATINGLONGLASTINGTEXTURE

DEODORANTBRANDPOSITIONING

I

I

I

I

I

10

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Message Recommendation We are the first brand below the ideal for each of the attributes and Degree is the first brand past the ideal for each of the attributes. We do rank closely to the ideal in the attributes: Smell and Texture. However, we are still below the ideal on Smell, which was the top attribute. Therefore, we should make this a primary focus since it has such a high influence on purchasing decisions. This rating is based on the sample’s perception of each brand not scientific research, especially for the attributes Preventing Sweating and Long-lasting. In order to change how consumers perceive Dove deodorant compared to its competitors and to get it closer to the ideal, we need to utilize the advertising and marketing objectives within the suggested campaign timeline.

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APPENDIX

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Group Work

While we all worked together on every aspect of the project, below is an overview of who was responsible for a majority of that section when splitting up the work…

Situational Analysis Product (Hannah) Product Class (Hannah) Competition (Hunter) Consumer/Target Group (Anny) Environment (Anny) SWOT Analysis (All together) Advertising and Marketing Objectives (Hannah) Campaign Timeline (Anny) Multi-Attribute Model (Hunter)

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