Dove Men+ Care Presentation
Dove Men+ Care Presentation
Dove Men+ Care Presentation
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 difficult as the idea of what
defines a man becomes increasingly blurred and varied. The problem
for Dove Men+Care is two-fold: (1) persuading males to use a product
offered by a traditionally female brand and (2) standing out amidst
the clutter in an industry where competitors are already established.
MARKETING OBJECTIVES
Increase market share in the deodorant category by 2% in an effort to achieve the
second-highest market share amongst brands, behind Degree Men, yet ahead of
competitor Old Spice.
Increase market share in the body wash category by 2% to join fellow Unilever
brand Axe as the two leading body wash brands.
Maintain the current market share of 4.55% in the nondeodorant bar soap category.
ADVERTISING OBJECTIVES
Inform non-Dove+Men product users of our brands presence by increasing
awareness and then persuading the same consumer to try our brand with the goal
of converting the consumer to a Dove+Men user.
Achieve top-of-mind awareness among current Dove+Men product users in order to break through the clutter of the competition.
- BRAND ANALYSIS
- INDUSTRY ANALYSIS
- PAST/CURRENT ADVERTISING
MANTHEM
ONLINE VIDEOS
MISSION:CARE
#REALDADMOMENTS
TARGET MARKET
- 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 influencers: family, peers, and significant other
MEDIA OBJECTIVE
Reach 75% of Male Dove users ages 25-34 in the Northeast
and West an average of four times a week continuously
throughout the 2015 fiscal year.
BDI
MIDWEST 89
WEST 117
SOUTH 84
CDI
MIDWEST 105
NORTH EAST 98
WEST 94
SOUTH 102
MEDIA MIX
10%
$5,000,000
21.75%
$10,875,000
PROMOTIONAL/GUERILLA
26%
$13,000,000
RADIO
OUTDOOR
DIGITAL
42.25%
$21,125,000
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, AZ
8. Seattle, WA
9. Denver, CO
10. Sacramento, CA
1. New York, NY
2. Los Angeles, CA
3. Philadelphia, PA
4. San Francisco, CA
5. Boston, MA
6. Washington D.C.
7. Phoenix, AZ
8. Seattle, WA
9. Denver, CO
10. Sacramento, CA
SOCIAL MEDIA
WEBSITES
PROS
CONS
EXPECTED OUTCOMES
It isnt anything flashy, but we respectably achieve our objectives by
elevating current users to buy more and encouraging them to influence
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.
MEDIA OBJECTIVE
Over the course of our one-year campaign, we will run a continuity scheduling strategy that will:
BDI
MIDWEST 89
WEST 117
SOUTH 84
CDI
MIDWEST 105
NORTH EAST 98
WEST 94
SOUTH 102
MEDIA MIX
2%
4%
$1,000,000
$2,000,000
DIGITAL
32.2%
$16,100,000
34%
$17,1,000,000
OUTDOOR
PROMOTIONS
SPOT CABLE
MOBILE
RADIO
10%
$5,000,000
17%
$8,800,000
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 five 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
- $1,000,000
- Two spots per daypart in the Top 50 DMA markets in the
- $17,100,000
- We will use digital to leverage our national mass reach
SOCIAL MEDIA
WEBSITES
- $2,000,000
-In-store beacons
PROS
CONS
EXPECTED OUTCOMES
This media plan will do exceptionally well. The plan effectively 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.
SOCIAL MEDIA
#DADMIRATION
DOVE MEN+CARE
Sponsored
#dadmiration
dovemen+care.com
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