Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

History of Dove

Media Strategy

  • 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."

#RealStrength Campaign

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

Target Market

  • 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

Pretesting

  • Concept Testing (questionnaire)
  • Dummy Advertising Vehicles (Print)
  • On-Air Test (TV)

Post testing

  • Recognition Test (Print)
  • Day-After Recall Test ( TV)

Marketing Objectives

  • Find competitive advantages in industry
  • Increase market share by 10% in first year
Learn more about creating dynamic, engaging presentations with Prezi