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Natalie Rabb, Eric Camardelle, Alyssa Bordelon, Rachel Smith

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

NORTH EAST 125

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

- $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, AZ
8. Seattle, WA
9. Denver, CO
10. Sacramento, CA

SOCIAL MEDIA

WEBSITES

PROS

CONS

- Frequently reach current users


and keep brand top-of-mind

- Limited opportunity for new


market growth

- Maximize potential and


minimize risk

- Only reaching half of target


population

- Current users in the market, in


turn, influence non-users

- Competitors grow stronger


in a market that we have no
presence in

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:

- 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.

BDI

MIDWEST 89

NORTH EAST 125

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

five bulletins placed in five 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.

- $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.

SOCIAL MEDIA

WEBSITES

- $2,000,000
-In-store beacons

- Mobile rich media

PROS

- Increase of market share


in this market would likely
come at the expense of our
competitors

CONS

- Failure to connect with target


could be disastrous

- Begin to engage and build a


mobile relationship with target

- May not reach enough users


in the Northeast and South,
potentially losing current
consumers

- A number of vehicles that


allow a number of options for
even further localized targeting

- Bad digital creative could


potentially turn off our digital
savvy consumer

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

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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