AKMC – Team Instant Satisfaction

DOVE MEN+CARE DUAL SIDED SHOWER TOOLAnnual Kellogg Marketing Competition: STP Presentation (10.31.12)

KIM BIASON | JULIE BARNES | MOHAMED KARGBO | IAN THOMPSON | JANET XU

team contact: kbiason2014@kellogg.northwestern.edu

AKMC – Team Instant Satisfaction

Objectives & Agenda

• Share our understanding of the market and review customer insights

• Outline our marketing goal and the business strategy that will allow us to achieve this goal

• Walk you through the details of our STP analysis and Media & Promotion Strategy

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AKMC – Team Instant Satisfaction

Absolute Market Potential

1313

Excluding AKMC Participants

1,313 Total Kellogg Student Population1

1,236

633

Population Excluding AKMC Participants2

Likely TG Mega Mart Attendance3 + JV Attendance4

Notes: 1) Source: Northwestern University; 2) 77 AKMC participants includes 7 executive team members and 70 1st year participants; 3) Assumes 50% of Kellogg participation rate 4) Source: Survey Data; 12% of Kellogg Students live with JVs; 20% JV participation rate = 15 Total JVs

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AKMC – Team Instant Satisfaction

Competitive Landscape

Instant Gratification

Products

1

Convenience Products

2

Personal Care Products & Other

3

• Includes snacks and candies that can be consumed during TG

• Includes cleaning products that consumers may normally purchase anyway and are getting “for free” at TG

• Perceived as necessary

4

• Includes Dove Men+Care Shower Tool, Cottonelle Wipes, and A1 Marinade

• Perceived as “nice-to-have” products

• Festive, party atmosphere• Special Kellogg event• Opportunity to get free stuff!

AKMC TG ENVIRONMENT:

PRODUCT TYPES:

AKMC – Team Instant Satisfaction

Brand SWOT Analysis

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

INTERNAL

EXTERNAL

POST

IVEN

EGATIVE

• Perceived as premium brand• Specifically designed and

branded for the male consumer• Associated with skin care

benefits (i.e., “moisture”)

• Loofahs perceived as feminine• Kellogg male population not very

aware or experienced with Dove Men+Care

• Shower tool viewed as a “nice-to-have” purchase

• Majority of Kellogg student body is male

• Competing products are less durable

• Durability is seen as more valuable

• Other products can deliver “instantaneous gratification” at TG

• Significant competition likely for share of voice with male consumers

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AKMC – Team Instant Satisfaction

Marketing Goals

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Sell out of the Dove Men+Care Shower Tool by stealing share of TG sales from “instant gratification products”Our Mission

Generate $1000 in profit ($2 contribution / unit, 500 units)Bottom-line

Goal

Steal share from competitors by driving target consumers to choose Dove Men+Care Shower Tool over products that deliver

short-term benefits

Behavioral Goal

Convince target consumers that Dove Men+Care Shower Tool can generate long-term value because it delivers a more

effective showering experience vs. “girly” loofahs

Attitudinal Goal

AKMC – Team Instant Satisfaction

Brand Strategy: Market Segmentation

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In and Out Experienced Stocking Stuffer

• 37% of total population (~235 potential customers)

• Avg Age: 26-29• Single : 43%• Play Sports: 43%• Values speed more than the

average user• Cares a lot less about

exfoliation and soft skin than the user

• Uses either bar soap or liquid body wash with equal probability

• 22% of total population (~140 potential customers)

• Avg Age: 26-29• Single: 53%• Play Sports: 57%• Play Sports:• More likely to use loofah-like

shower tool

• 41% of total population (~260 potential customers)

• Avg Age: 26-29• Single : 59%• Play Sports : 15%• Exercise: 90%• Overwhelming majority uses

a loofah with body wash• “Heads of household”

making majority of purchasing decisions*

Target Conversion: 75% Target Conversion: 85% Target Conversion: 40%

TARGET SEGMENT

X 1.25 Purchase Factor1

+ +

*http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them1. Assume that 25% of our customers decide to purchase an extra shower tool as a giftSource: Survey Data for statistics

= 500 PURCHASES

AKMC – Team Instant Satisfaction

Brand Strategy: Our Target Customer

Justin Smith

Justin Smith

Worked at AccentureStudied at Kellogg School of ManagementLives in Evanston, ILFrom Chicago, IL

Likes

Cross Fit Evanston

Ohio State Buckeyes

Kellogg School of Management

BeerRelationship Status: Single

The Simpsons Justin Smith Can’t wait for Skyfall to hit the US! Even I think Daniel Craig is sexy…

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AKMC – Team Instant Satisfaction

Brand Strategy: Our Positioning

Positioning Statement– To male Kellogg students who do not use any shower tools, Dove Men+Care Shower Tool is the

manly man’s loofah that will provide value long after TG by improving your shower experience, in terms of cleanliness and efficiency

• Frame of Reference: – Loofah

• Point of Difference– Provides long-term benefits by improving shower experience, in terms of cleanliness and efficiency,

without being feminine• Rationale*

– More men do not use loofahs• 62% versus 38% respondents

– Men care most about Cleanliness and Convenience when showering • Mean scores of 4.53 and 3.86 out of 5 respectively

– Men perceive loofahs to be feminine• “…poofy and girly”• “…because they’re all puffy and stuff. They look like flowers.”• “They’re usually pink or some other girly color.”

*Survey data

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AKMC – Team Instant Satisfaction

Media & Promotion Strategy

Strategy: Build awareness of the Dove Men+Care Shower Tool among male consumers, focusing on target segment; increase frequency leading up to TG to put product “top of mind”

MONOPOLYMINDSETCut through the noise of the AKMC• Lunchtime guerilla marketing to enable

1-on-1 interactions with target consumers

• “Own Eyeballs in the Atrium” by focusing on scarce promo opportunities in this space (e.g., balcony, pillar, table tents)

Create an emotional connection with potential customers• Campaign that humorously plays on

men’s aversion to loofahs

• Incorporation of Kellogg specific attitudes and beliefs (e.g., FOMO, atrium effect)

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MOMENTMATCHINGCommunicate at relevant times• Mass email blast to coincide with peak

showering time (will include links to digital assets)

Focus on target segment• Postings in men’s restrooms

• Tailored Facebook site with multi-media

Note: List of tactics is not exhaustive