History of Dove
- Owned by UK giant, Unilever
- Founded in 1957
- Initially focused solely on women
- Dove Men + Care began in 2010
Pulsing Method
- Increase spending in June, July, August
Pulsing Method
- Increase spending in June, July, August
- TV
- Sports Illustrated & TIME
- Social Media
- Billboards
Mission Statement
- "We believe beauty should be a source of confidence, and not anxiety. That's why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential."
Brand/Product Overview
Recent Sales
History of Deodorant Industry
Differential Advantages
- Dove Men + Care founded in 2010
- Specialize in deodorant/antiperspirant, body cleansing, and skin care for men
- Growth Stage of product life cycle
- Numerous scents available (gel and solid)
- Wide Availability (Distribution)
- Dove's health benefits
- Moisturizing (Non-irritant)
- Long Lasting
- Strong brand awareness
- 1888: First commercial deodorant introduced - Mum
- Deodorant initially only marketed towards women
- By 1957, nearly 50% of men used deodorant
- Between 1942 - 1957, deodorant was a $70 million market
- $18.9 billion market today!
Simmons Competitor Analysis
- High competition
- Only 3.8% of males use Dove products
Competitors
Dove
- Men ages 35-44
- Middle income households
- Targeting women to purchase
Our Campaign
- 25-45 year old males
- Emphasis on "bachelor's"
Advertising Objectives
Dove Men + Care
- Old Spice: most popular, average price $2.79, well known for their humorous and odd commercial advertisements.
- Degree: average price $2.59, "The Degree Dryness Test" campaign
- Axe: Average price $3.99, "Find Your Magic" campaign
Media Budget
- Forgo men's deodorant stereotypes
- Illustrate the over achieving performance of the product
- Increase product awareness by 20% within the Dove target market in year one
Objective and Task Method
- Reach a younger audience
- Target men directly
- Calculate the costs of TV, print, social media and billboards
Advertising Strategy
. Media Plan and Schedule
for 12 months
Creative Brief
Target Audience: men ages 25-45
Key Message: long lasting & for everyday men
Response: relatable and realistic
Dove's Media Budget in 2015
Media Schedule for 12 months
Evaluation Plan to Measure the Success of the Campaign
- Concept Testing (questionnaire)
- Dummy Advertising Vehicles (Print)
- On-Air Test (TV)
- Recognition Test (Print)
- Day-After Recall Test ( TV)
Marketing Objectives
- Find competitive advantages in industry
- Increase market share by 10% in first year