presented by: xaverian consultants sarah zupnik - david joyce - gabriel nichol - logan mciver
TRANSCRIPT
Presented by: Xaverian Consultants
Sarah Zupnik - David Joyce - Gabriel Nichol - Logan McIver
Strengths and Weaknesses
Strengths:
•Consistent message- not just a soap, it is a beauty bar
•Love-your-beauty attitude lends well to future brand extensions
•Penetrated popular culture through use of “free media”
•Interactive marketing- e.g. billboards with call-to-action
•Actively supported associations that aim to broaden the definition
of beauty
Weaknesses:
•Use of “free media” can be risky
•Failure to address the male population
CompetitorsNivea, Olay, Aveeno, Gold Bond, Eucerin, Vaseline, St. Ive’s and Curel
Nivea: •“Overall Wellness”•“The Care Site”- Nivea.com maintains a focus on not only the wellness of skin, but the wellness of their customer in general. •Nivea line for men- face care, hair care and styling, shower and body care, and deodorant (available in cool kick, sensitive, sport, or revitalizing)•Website for Nivea for Men line
Vaseline:•Mission statement- ‘We are Vaseline. We are passionate about skin. And we want to share that passion with you.’ •Vaseline’s SkinFund •Product line for men- lotions for the body, hands and face •Current site simply features product descriptions of the new men’s line•Message theme of men’s commercials- ‘Fortify your skin’
Curel:•“Be your best self, carefree, and confident, 24 hours a day•Curel’s Snow Angels campaign with the Starlight Children’s Foundation- aim to raise $25,000
Opportunities•Explore market segment currently not being effectively marketed to
•Men's professional beauty market has shown double digit growth rates for most of this decade
Nivea: generation Y, sleek packaging, video-game-like robots, ads featuring young, good looking, fit men
Vaseline: new entry, narrow product line, no website for men’s line, television ads featuring athletic men
•Opportunity to create a product/brand that speaks to the average man
•Adverse effects such media images can have on male self-esteem-“real-body” factors, like sweat, body hair and body odor
•Campaign will encourage the average man to use Dove products, while encouraging the growth of an environment of discussion and
support in regards to men’s issues
•Stamp out the stigma that surrounds male grooming
Target Market
Not just targeting ‘metro-sexuals’
Also targeting men who traditionally resisted products Late generation Y males – Later generation X males
Focusing on ALL ethnicities
Also benefits ‘self improvers’
Communication Objectives
•Change customer beliefs and attitudes
•Initiate dialog, debate, and discussion about what it means to be a “man”
•Attract national TV and print media coverage
•Drive users to the Dove for Real Men campaign website
•Educate target market on the benefits of proper grooming
•Move beyond brand awareness to create an affinity with target customer
• Ultimately increase sales
Communication Tools
(1)Advertising:•Television•Magazines•BillboardsBanner Ads
(3)Public Relations
(2)Sales Promotions:•Point-of-Purchase Displays•Coupons•Sampling
(4)Direct Marketing
(5)Internet: www.Beamanmoisturize.webs.com
Discussion of Tactics
•Slice of Life
•The Humour Appeal
•The Rational Appeal
•The Emotional Appeal
Budget
Summer Campaign
Billboards 360 000/16 weeks in four Canadian Cities
Magazines $3.9 Million/13 weeks
Online Banner Ads $225 000/ 9 weeks (approximate)
2010 Website & Promo Costs $364 000
Budget
Television $12 Million/12 weeks of primetime television
Billboards $360 000/16 weeks in four Canadian Cities
Magazines $2.4 Million/13 weeks
Online Banner Ads $300 000//12 weeks (approximate)
•Consulting Fee @ $350 000
•Flighting schedule to cut costs and avoid wear out effects
Implementation Plan
Activity Personnel Action Plan Anticipated Start/End Time
Cost DriversEstimated
Cost
1
Web development team.
Marketing Team.
•Activate website.1 Jan 2010 – Dec 31
2010DesignMaintenance
$76 000
2 Organization Wide
•Initiate Winter Campaign•Install billboards•Run magazine, television, and banner ads. •Begin promotions
1 Jan 2010 – 27 Apr 2010
Advertising costsPersonnel requirements
$15 740 000
3 Organization Wide
•Initiate summer campaign. •Installs new billboards.
2 Jun 2010 – 28 Sep 2010
Advertising CostsPersonnel requirements
$4 645 000
Measuring Results
• daily ‘hits’ on the beamanmositurize.com website
•Tracking redemption rate of distributed coupons
• scanner data from stores which sell Dove products
•Increase in sales will be ultimate measure
BeAManMoisturize.webs.com