Find Your Scents of Confidence Research by: Lauren Cole Michael DeGothseir Ariel Grodofsky Grodofsky Ashlee Mercogliano Mercogliano Ashley Smyth April 2013 2013 2
1.1 Table of Contents Section Page Number 1.1 Table of Contents………………………………………………………………………………………………………….2 2.1 Executive Summary …………………………………………………… ………………5
1.1 Table of Contents Section Page Number 1.1 Table of Contents………………………………………………………………………………………………………….2 2.1 Executive Summary ………………………………………………………………………………………………………5 3.1 Situation Analysis………………………………………………………………………………………………………….6 3.2 Brand History………………………………………………………………………………………….…………6 3.3 Dove Products……………………………………………………………………………….……….………...7 3.4 Brand Image and Positioning……………………………………………………………….…………….8 3.5 Brand & Product Life Cycle……………………………………………………………..…………………9 3.6 Creative History…………………………………………………………………………………………………10 3.7 Product Class………………………………………………………………………..……………………………12 3.8 External Market Factors…………………….………………………………..…………………………….13 3.9 Competition………………………………………………………..…………………………………………….14 3.10 External Environment….………………………………………………..…………………………………19 4.1 Target Group……………………………….………………………………….…………………….………………………22 4.2 Geographic Factors ….………………………………………………………………………..……………..24 5.1 SWOT Analysis……………………………………………………………………………………………….……………..26 5.2 Purpose and Application…………………………………………..……………………………..……..…26 5.3 Definition………………………………………………………………………………………..………….……..26 5.4 Ranking Score………………………………………………………………………….………………………..27 5.5 Actionable Set….………………………………………………..………………………..……………………28 5.6 SWOT Chart………………………………………………………………………………..…………………….28 3
6.1 Campaign Objectives………………………………………………………………………….………………………..31 7.1 Campaign Timeline…………………………………………………………………………………….…………………33 7.2 Implementation……………………………………………………………………………….………….……33 7.3 Campaign Quarters, by Months……………………………………………………………………..…33
6.1 Campaign Objectives………………………………………………………………………….………………………..31 7.1 Campaign Timeline…………………………………………………………………………………….…………………33 7.2 Implementation……………………………………………………………………………….………….……33 7.3 Campaign Quarters, by Months……………………………………………………………………..…33 7.4 Competitive and Environmental Surveillance……………………………………..…………….35 7.5 Contingency Plans……………………………………………………………………………..…….…….…35 8.1 Multi-Attribute Model (MAM)……………………………………………………………………………………..36 8.2 Message Design and Positioning Guidelines…………………………………………….……….36 8.2.1 Importance Scale……………………………………………………………………….…..….38 8.2.2 Belief Scale…………………………………………………………………………………………39 8.2.3 Iconic Scale………………………………………………………………………….……………..41 8.3 Graphs of MAM Results…………………..………………………………………………….……………..42 8.4 MAM Results…………………………………………………………..………………………………………..44 8.5 Line by Line Analysis………………………………………………………………………………………….45 8.6 Message Points…………………………………………………………………………………………….……47 9.1 Budget Allocation…………………………………..……………………..…………………………………..………….48 10.1 Media Selection…………………………………..……………………..…………………………………..………….49 10.2 Internet…………………………………..……………………..…………………………………..…………..50 10.3 Print…………………………………..……………………..…………………………………..………………..50 10.4 Television…………………………………..……………………..…………………………………..………..51 10.5 Radio…………………………………..……………………..…………………………………..……………….52 10.6 Female Promotions …………………………………..……………………..……………………………..53 4
10.7 Male Promotions…………………………………..……………………..……………………………..…53 10.8 Environmental Initiative…………………………………………………………………………………….53 11.1 Final Message Design………………………………………………..…………………………………..…………..54 12.1 Creative Execution…………………………………..……………………..…………………………………..……..55
10.7 Male Promotions…………………………………..……………………..……………………………..…53 10.8 Environmental Initiative…………………………………………………………………………………….53 11.1 Final Message Design………………………………………………..…………………………………..…………..54 12.1 Creative Execution…………………………………..……………………..…………………………………..……..55 12.2 Print – Women…………………………………..……………………..……………………………………55 12.3 Print – Men…………………………………..……………………..…………………………………..…….56 12.4 Radio…………………………………..……………………..…………………………………..………………57 12.5 Television…………………………………..……………………..…………………………………..……….58 12.6 Digital…………………………………..……………………..…………………………………..………….…64 13.1 Media Plan…………………………………..……………………..…………………………………..…………………6 5 13.2 Media Budget Allocation Chart…………………………………..……………………..……………65 13.3 Year At A Glance Summary………………………..……………………..…………………………….65 13.4 Media Strategy…………………………………..……………………..…………………………………...66 14.1 Campaign Evaluation…………………………………..……………………..………………………………………68 15.1 References..…………………………………..……………………..……………………………………………………70 16.1 Media Appendix…………………………………..……………………..……………………………………………..74 17.1 Creative Appendix…………………………………..……………………..…………………………………………..82 5
2.1 Executive Summary Dove is committed to building positive self-esteem and inspiring women to reach their full potential. L.A.S. Communications is dedicated to that philosophy in both our attitude and work ethic. It is the responsibility of this advertising agency to take that strong brand image and protect it
2.1 Executive Summary Dove is committed to building positive self-esteem and inspiring women to reach their full potential. L.A.S. Communications is dedicated to that philosophy in both our attitude and work ethic. It is the responsibility of this advertising agency to take that strong brand image and protect it in addition to expanding and maintaining current consumers. The recommendations we have set for this campaign have a foundation based on Dove’s previous
campaigns and careful research. Our S.W.O.T. analysis provided the most important parts of the advertising situation, especially that women see Dove as a symbol of confidence and the weakness of perceived low male consumer awareness. Our Multi-Attribute Model is a direct representation of what the consumer believes is important and how those attributes rank against our primary competitors. Consumers see “scent” as t he most important attribute in body wash. Dove ranked 1 st
in comparison to its primary competitors, and we plan on maintaining that perception. Our objectives concerning both female and male consumer awareness, environmental initiatives and social media integration are the most important aspects of this campaign. The campaign timeline provided shows how dedicated we are to maintaining these high standards of commitment and responsibility to the work we provide. We have a primary target audience of women ages 18-34 and secondary target of males ages 18-34. Based on the information and research that we have conducted, we feel that this would be a prime target for our campaign efforts. The recommended budget for this campaign of $65,572,000 is guided by previous spending and the current spending of our primary competitors. In terms of allocation, the monthly and yearly spending has been carefully analyzed with our media choices to provide the most accurate and efficient spending for our proposed campaign, “Find Your Scents of Confidence”. The media
distribution for print, internet, radio, and television recommended is a result of research showing the quintile distributions of each and every medium and timeframe of consumer behavior. The creative execution examples provided are a true representation of what we will be able to provide Dove throughout this year- long campaign. “Find Your Scents of Confidence” is a slogan we believe meets Dove’s current brand image that can also be expanded upon depending on the type
of consumer and seasonal scent changes. Due to the fact that Dove has such a strong connection with real women of all ages, shapes and sizes, we know that the variety of scents will speak to their individuality and confidence. Our agency strives to accomplish all goals with constant and honest communication between ourselves and our clients. Most importantly, we are here to provide Dove with the most accurate research and analyses concerning the current situation and the best options for the future. Let’s
open a world of possibilities for men and women everywhere, together. 6
3.1 Situation Analysis 3.2 Brand History Unilever
Unilever, the parent company company of Dove has more than 400 brands, 12 of which generate sales that
3.1 Situation Analysis 3.2 Brand History Unilever
Unilever, the parent company company of Dove has more than 400 brands, 12 of which generate sales that exceed $1.3 billion a year. More than 171,000 people are employed at Unilever, and their company mission stresses sustainability, responsibility, innovation, and minimizing waste (Unilever 2013). Environmental Environmental responsibility is a huge aspect of what this advertising strategy will emphasize. emphasize. One of our four primary objectives is to increase the awareness of what Unilever’s products have
achieved in terms of environmental environmental initiatives. The Unilever Foundation is currently partnered with Oxfam, PSI, Save the Children, UNICEF, and the World Food Programme. Their objective is to improve hygiene, sanitation, sanitation, access to clean drinking water, basic nutrition, and enhance self-esteem. Their overall goal is to help more than one billion people improve their health and well- being. Their mission is “to create a better future every day, with brands and services that help people feel good, look good, and get more out of life” (Unileve r
2013). The mission of Unilever is what guided us to create this advertising campaign. Keeping Keeping in mind a better future, trustworthy products and strong relationships with consumers is what we believe will make our campaign successful. Social media is a major part of how Unilever interacts with both consumers and partners, which encompasses two of our primary objectives in this campaign. Dove
The Dove personal care brand is owned by Unilever and was first launched in 1955. Their creative strategy and sales have been consistent since the original launch. Dove is considered the world’s top cleansing brand (Dove Social Mission). Dove offers a product line
that ranges from skin care, hair care, body lotions, hand creams, body wash, bar soap and deodorants 7
for both women and men. Since its inception, the Dove brand has been ultimately positioned towards a female demographic, which is an aspect that will be emphasized during this campaign. Our campaign will target both men and women who use Dove body wash and encourage new consumers try Dove during our campaign.
for both women and men. Since its inception, the Dove brand has been ultimately positioned towards a female demographic, which is an aspect that will be emphasized during this campaign. Our campaign will target both men and women who use Dove body wash and encourage new consumers try Dove during our campaign. The “Dove for True Beauty” campaign in 2004 made an effort to combat the issues of self -esteem -esteem and body image for women of many ages and sizes. This campaign set the stage for future campaigns that emphasize self-image and encouraging women to be proud of themselves no matter what they look like (Dove.Us.SocialMission 2013). In 2010, Dove expanded their product line to include Dove Men + Care. This new product line reaches out to the male demographic. This is one of the most important aspects of Dove that we will emphasize in our advertising campaign. Due to the fact that Dove is just starting to target the male audience, we want to capitalize on that opportunity and expand on the male demographic. Our campaign is in line with the values and attributes provided in previous Dove advertising campaigns. We plan to build off of the self-esteem aspect of the brand and focus on the quality of Dove body wash. Each of Dove’s products is equally important, and our advertising str ategy for Dove body wash addresses skin care, confidence, and happiness. 3.3 Dove Products
Dove is known for their variety of products, which range from antiperspirants/deodorants, antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, lotions/moisturizers, hair care, c are, and facial care products. Dove recognizes that all skin types are different and require different treatment. The company prides itself in having a multitude of products for all different skin types during the changing seasons. Below is a list of the 18 types of body wash (13 for women, 5 for men) that Dove offers. Each body wash encompasses a different trait, ranging from exfoliating care, Winter Care, Sensitive Skin, and Go Fresh (Dove.com 2013). Women’s Body Wash
Deep Moisture Body Wash with NutriumMoisture VisibleCare Softening Creme Body Wash VisibleCare Replenishing Creme Body Wash VisibleCare Toning Creme Body Wash Gentle Exfoliating Body Wash with NutriumMoisture Go Fresh Rebalance Body Wash with NutriumMoisture 8
Go Fresh Revive Body wash with NutriumMoisture Go Fresh Cool Moisture Body Wash with NutriumMoisture Sensitive Skin Body Wash with NutriumMoisture Winter Care Body Wash with NutriumMoisture Purely Pampering Body Wash Shea Butter with Warm Vanilla Purely Pampering Body Wash Coconut Milk with Jasmine Petals
Go Fresh Revive Body wash with NutriumMoisture Go Fresh Cool Moisture Body Wash with NutriumMoisture Sensitive Skin Body Wash with NutriumMoisture Winter Care Body Wash with NutriumMoisture Purely Pampering Body Wash Shea Butter with Warm Vanilla Purely Pampering Body Wash Coconut Milk with Jasmine Petals Purely Pampering Body Wash Almond Cream with Hibiscus Men+Care Body Wash Men+Care Fresh Awake Body & Face Wash Men+Care Clean Defence Body and Face Wash Men+Care Aqua Impact Aqua Body Wash Men+Care Extra Fresh Body and Face Wash Men+Care Odor Guard Body Wash 3.4 Brand Image and Positioning
Dove and Unilever alike remain dedicated to providing their consumers with the highest quality products for themselves and their loved ones. Dove provides women and, more recently, men with products that will enhance their health and well being. Dove’s products are known for their soft and cleansing qualities. Their iconic brand image of the golden dove is one that embodies the importance of natural beauty and self-acceptance. With the launch of the Real Beauty campaign in 2004, Dove interacts with its consumers and encourages women of all ages to participate in a global discussion on the real definition of beauty. With the creation of the Self-Esteem Movement and the Self-Esteem Fund, Dove brings the issues facing women in regards to body image and self-acceptance to the forefront (Dove Campaign for Real Beauty, 2012). Dove is trying to give women the opportunity to speak out against these unrealistic views of beauty and to create a more open discussion around these issues for women of all ages. By providing tools relating to self-esteem and body image, Dove is proactive in their efforts to combat these negative perceptions and understandings of how 9
beauty is being defined. Dove has encouraged consumers of all ages to embrace their own selfworth by using products that can make them feel their best. This image is the core of Dove as a brand, and we plan on positioning our campaign around this image. Dove currently positions itself as a brand that listens to their consumers wants and needs while
beauty is being defined. Dove has encouraged consumers of all ages to embrace their own selfworth by using products that can make them feel their best. This image is the core of Dove as a brand, and we plan on positioning our campaign around this image. Dove currently positions itself as a brand that listens to their consumers wants and needs while providing them with a reliable product. Dove has employed the use of real women in their previous advertising campaigns in hopes of relating to women who are interested in redefining redefining those standards of true beauty. Dove has positioned its brand as being one that cares about the prosperity and care of their consumers while breaking the mold of a false sense of reality. 3.5 Brand & Product Life Cycle Dove’s lotion was introduced in 1950’s and the product grew extremely quickly into one of the top
brands in the country, as well as internationally. Their products have been in the market for over five decades. With this in mind, the product is in the “maturity” stage. It continues to thrive each year in the market and is now a stable s table part of the health and beauty industry. industry. The Dove products are used to clean and enhance the body and well being. Each product is not meant to be used for an extended period of time, so the product life cycle is relatively short. Over 50% of our survey respondents reported that they purchase their body wash products less than once a month. Seasonally, different types of body wash address summer and winter skin problems and are purchased more often in their designated seasons. Most bottles of body wash are finished within just a few weeks to a few months and the bottles are approximately approximately 12 fl. oz. The product life cycle for the women’s body wash would be considered to be in the mature stage of the cycle. As a whole, Dove is trying to maintain the status st atus and maturity of the brand’s body wash. However, the men’s body wash, is considered to be in the growth phase. Because of its recent launch a few years ago, the men’s care line l ine within Dove’s brand has much more room for growth due to the fact that their market share is much lower than other women’s brands. Outside of the “offers” tab t ab on their website, Dove realizes how i mportant the health of their consumer’s skin is and takes pride in the quality of its products. Dove has the option for loyal customers to become a Dove Insider, which includes first-looks at products and exclusive savings. Dove’s mission says that “ Dove is committed to building positive self -esteem -esteem and inspiring all — women and girls to reach their full potential but we need your help (Dove.com). We're building a
movement in which women everywhere have the tools to take action and 10
inspire each other and the girls in their lives. It could be as simple as sending a word of encouragement to a girl in your life or supporting self- esteem education in your town. From mentoring the next generation to celebrating real beauty in ourselves and others, we c an open a world of possibilities for women and girls e verywhere.” (Dove.com)
inspire each other and the girls in their lives. It could be as simple as sending a word of encouragement to a girl in your life or supporting self- esteem education in your town. From mentoring the next generation to celebrating real beauty in ourselves and others, we c an open a world of possibilities for women and girls e verywhere.” (Dove.com) 3.6 Creative History
Starting in 1955, Dove joined with Ogilvy and Mather in what would become a long lasting and prosperous relationship. At the launch of Dove’s iconic beauty bar, O gilvy & Mather soon
introduced Dove to a whole new market, in which they have remained one of the leaders in their category. In the late 1950’s, 19 50’s, determined to differentiate the Dove brand from the rest of the beauty care market, David Ogilvy capitalized on the Dove beauty bar’s new moisturizing ingredient, creating a new product that people had never seen before (Media Bis tro). Moving into the 1960’s, as Dove’s presence continued to increase. Dove soon became known as a staple in modern culture
and seen as a credible product. From this point on, Ogilvy then moved into various case studies that encouraged consumers to directly interact with Dove’s products and then share their personal
experiences after consumption (Media Bistro). Through these various consumer driven experiments, Dove took advantage of using real women to inspire other women to switch to Dove products. Because this form of advertising seemed to attract women considered to be in their target audience, Dove has continued to use real consumers testing their products to continue an open discussion about how their products can work for all kinds of consumers. Moving into the 1980’s and 1990’s, Dove began t o expand its global reach by launching
its products in over 55 countries worldwide (Media Bistro). With their previous campaigns such as the “Litmus Test” and the “Conviction of Real Users,” Dove visually portrayed physical evidence of
how their products compared to those in the marketplace and how it could affect consumers skin in a more positive way than its competitors. These campaigns continued to encourage women to make the switch by hearing personal testimonials and reactions from other women who used Dove and what it could do for their bodies. As Dove moved into the new millennium, Dove has envisioned a new campaign that had to deal with this issue of real beauty and how it was affecting their consumers. Within the last decade, Dove has maintained a steady presence in the marketplace with their current and past advertising efforts. The Dove for Real Beauty campaign was launched in 2004 by Ogilvy & Mather in an effort to promote self –esteem and pride, in addition to encouraging women of all shapes and sizes to feel comfortable and confident in their own skin and helping to define what true beauty really is. The advertisements are comprised of visuals featuring featuring real women that challenged the stereotyped stereotyped models. These visuals encouraged women to join in a 11
discussion about the reality of beauty and how women are portrayed through the media. Along with print and outdoor ads, Dove also released a short video named “Evolution,” which shows the fast transformation of a woman into a supermodel s upermodel by depictin depicting g the idealistic image of what a woman should look like (Dove Evolution, 2010). The campaign also included research and funding
discussion about the reality of beauty and how women are portrayed through the media. Along with print and outdoor ads, Dove also released a short video named “Evolution,” which shows the fast transformation of a woman into a supermodel s upermodel by depictin depicting g the idealistic image of what a woman should look like (Dove Evolution, 2010). The campaign also included research and funding efforts to bring the topics of self-esteem and personal beauty to the forefront of issues facing women of all ages. Dove created the Dove Self-Esteem Fund in 2006 in order to encourage and inspire girls to learn a new meaning of beauty. Continuing into 2010, Dove launched their Dove Movement for Self Esteem, which is a program that was developed to give women a chance to teach and mentor others about the celebration of real beauty (Dove.com). With partnered organizations organizations such as Girl Scouts and Boys and Girls Club of America, this movement has reached over 7 million girls through educational programs and activities (Dove.com/socialmovement). (Dove.com/socialmovement). In 2011, Dove released its findings after looking at the span of the campaign. Some of the important statistics that were found stated that only 4% of women around the world consider themselves truly beautiful. beautiful. In a study of 1,200 girls aged 10 to 17, 72 % of them admitted to feeling social pressures to look beautiful (Dove Campaign for Real Beauty). With these staggering statistics, Dove has made its primary mission to uncover the true meaning of meaning of beauty compared to the unrealistic standards that we see today. As recently as 2012, Dove released another phase of their Real Beauty campaign in the form of “The Ad Makeover.” This social media push al lows users to send encouraging messages to their friends
and loved ones through Facebook that combat the negative messaging that girls are surrounded by in the media. The purpose of this social media campaign is to encourage and inspire girls to not only accept their natural beauty but to take pride in their own individuality and body image. The ads are designed to make women feel less anxious about their bodies and encourage them to believe their own self-esteem. In April of 2012, Dove launched their “Show Us Your Skin” campaign designed to encourage women to participate in their latest online and outdoor advertisements. In an effort to promote the quality of their body soaps and body washes, Dove is giving women of all ages the chance to upload a picture of themselves in order to show off their beautiful skin to the rest of the world. This aspect of the Real Beauty campaign is meant to give the women who use Dove products the ability to share their stories and how Dove has helped them to become aware of their selfesteem. Through the various stages of the campaign, Dove Real Beauty has strived to break the stereotypical views of beauty by introducing the world to real women and bringing their attention to the issues of natural beauty, aging, and body image. Dove has remained committed to listening to the needs of women and ensuring that their products can give them the highest quality of care for the 12
wellbeing of their bodies. We plan to build upon this foundation that Dove has created in order to foster and uphold a strong relationship with our consumers. 3.7 Product Class
Dove products include antiperspirants/deodorants, antiperspirants/deodorants, body washes, beauty bars, lotions and
wellbeing of their bodies. We plan to build upon this foundation that Dove has created in order to foster and uphold a strong relationship with our consumers. 3.7 Product Class
Dove products include antiperspirants/deodorants, antiperspirants/deodorants, body washes, beauty bars, lotions and moisturizers, hair care, and facial care products. Dove is comprised to be pH neutral, typically between 6.5 and 7.5, making Dove the optimal brand for people with sensitive skin. Their bottles typically are plastic and weigh 24 fl oz. (Dove.us.Products 2013). According to Market Share Reporter in 2011, Dove bar soap leads the market with a 40.5% market share. Dial trails them with a 13.6% market share and Ivory has a 4.1% market share. For liquid body wash, Axe leads the market with an 8.04% market share in 2010 and Dove Nutrium Moisture falls second in the market with a 6.68% market share. Market Share
Top Liquid Body Wash Brands, 2010 Market shares are Market Share (%) based on drug store sales for a year, ending on February 21, 2010. Body Wash Axe 8.04 Dove Nutrium 6.68 Moisture Softsoap 2.93 Irish Spring 2.75 Old Spice High 2.70 Endurance Suave Naturals 2.33 White Rain 2.15 Dial 1.95 Neutrogena Body 1.85 Clean Private label 8.04 Other 60.58
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