Presented by: Xaverian Consultants

Sarah Zupnik - David Joyce - Gabriel Nichol - Logan McIver

Strengths and Weaknesses

Strengths:

•Consistent message- not just a soap, it is a beauty bar

•Love-your-beauty attitude lends well to future brand extensions

•Penetrated popular culture through use of “free media”

•Interactive marketing- e.g. billboards with call-to-action

•Actively supported associations that aim to broaden the definition

of beauty

Weaknesses:

•Use of “free media” can be risky

•Failure to address the male population

CompetitorsNivea, Olay, Aveeno, Gold Bond, Eucerin, Vaseline, St. Ive’s and Curel

Nivea: •“Overall Wellness”•“The Care Site”- Nivea.com maintains a focus on not only the wellness of skin, but the wellness of their customer in general. •Nivea line for men- face care, hair care and styling, shower and body care, and deodorant (available in cool kick, sensitive, sport, or revitalizing)•Website for Nivea for Men line

Vaseline:•Mission statement- ‘We are Vaseline. We are passionate about skin. And we want to share that passion with you.’ •Vaseline’s SkinFund •Product line for men- lotions for the body, hands and face •Current site simply features product descriptions of the new men’s line•Message theme of men’s commercials- ‘Fortify your skin’

Curel:•“Be your best self, carefree, and confident, 24 hours a day•Curel’s Snow Angels campaign with the Starlight Children’s Foundation- aim to raise $25,000

Opportunities•Explore market segment currently not being effectively marketed to

•Men's professional beauty market has shown double digit growth rates for most of this decade

Nivea: generation Y, sleek packaging, video-game-like robots, ads featuring young, good looking, fit men

Vaseline: new entry, narrow product line, no website for men’s line, television ads featuring athletic men

•Opportunity to create a product/brand that speaks to the average man

•Adverse effects such media images can have on male self-esteem-“real-body” factors, like sweat, body hair and body odor

•Campaign will encourage the average man to use Dove products, while encouraging the growth of an environment of discussion and

support in regards to men’s issues

•Stamp out the stigma that surrounds male grooming

Target Market

Not just targeting ‘metro-sexuals’

Also targeting men who traditionally resisted products Late generation Y males – Later generation X males

Focusing on ALL ethnicities

Also benefits ‘self improvers’

Communication Objectives

•Change customer beliefs and attitudes

•Initiate dialog, debate, and discussion about what it means to be a “man”

•Attract national TV and print media coverage

•Drive users to the Dove for Real Men campaign website

•Educate target market on the benefits of proper grooming

•Move beyond brand awareness to create an affinity with target customer

• Ultimately increase sales

Communication Tools

(1)Advertising:•Television•Magazines•BillboardsBanner Ads

(3)Public Relations

(2)Sales Promotions:•Point-of-Purchase Displays•Coupons•Sampling

(4)Direct Marketing

(5)Internet: www.Beamanmoisturize.webs.com

Discussion of Tactics

•Slice of Life

•The Humour Appeal

•The Rational Appeal

•The Emotional Appeal

Budget

Summer Campaign

Billboards 360 000/16 weeks in four Canadian Cities

Magazines $3.9 Million/13 weeks

Online Banner Ads $225 000/ 9 weeks (approximate)

2010 Website & Promo Costs $364 000

Budget

Television $12 Million/12 weeks of primetime television

Billboards $360 000/16 weeks in four Canadian Cities

Magazines $2.4 Million/13 weeks

Online Banner Ads $300 000//12 weeks (approximate)

•Consulting Fee @ $350 000

•Flighting schedule to cut costs and avoid wear out effects

Implementation Plan

Activity Personnel Action Plan Anticipated Start/End Time

Cost DriversEstimated

Cost

1

Web development team.

Marketing Team.

•Activate website.1 Jan 2010 – Dec 31

2010DesignMaintenance

$76 000

2 Organization Wide

•Initiate Winter Campaign•Install billboards•Run magazine, television, and banner ads. •Begin promotions

1 Jan 2010 – 27 Apr 2010

Advertising costsPersonnel requirements

$15 740 000

3 Organization Wide

•Initiate summer campaign. •Installs new billboards.

2 Jun 2010 – 28 Sep 2010

Advertising CostsPersonnel requirements

$4 645 000

Measuring Results

• daily ‘hits’ on the beamanmositurize.com website

•Tracking redemption rate of distributed coupons

• scanner data from stores which sell Dove products

•Increase in sales will be ultimate measure

BeAManMoisturize.webs.com