Dove Body WashJASA Incorporated

Jessie Hughes, Ali Feist, Sam Sebo, Amanda Morris

The Situation

Dove is a major competitor in the beauty industry. The Dove campaign for real beauty is the market leader in featuring full-figured American women. This campaign pioneered a new consumer thought process when purchasing their beauty products.

Brand Personality

Dove’s unique brand personality is very soft, feminine and gentle.

Dove is in the mature stage of the product life cycle

Dove is branded as being the category “top cleansing brand”

#1 Dermatologist recommended brand

Real is the New Perfect

Real is the New Perfect

Goals

International Growth.

Continuation of promoting men’s line of body wash.

Build stronger brand loyalty among alternative demographics

Change non-user preference

Dove’s Target MarketAge: 18-24 with a secondary market of 25-34.Sex: Women with a secondary market for men.

Income: $30,000-$39,000 with a secondary market of $75,000-$149,000.

Race: White and Black.Marital Status: Now Married.

Education: No college and graduated high school secondary market is some college.

STRENGTHS Industry Market Leader

Strong Brand Loyalty

High Brand Recognition

Globalized

Supports Social Issues such as; Body Image, Health and Self-esteem

Wide Geographic Reach

Strong Brand Portfolio

WEAKNESSES Higher Prices than some competitors

Controversy surrounding the Real Campaign for Beauty Advertisements compared to Axe body spray, both owned by Unilever

The Real Campaign for Beauty might deter a portion of the target audience that follows the mainstream ideals of the perfect body type

OPPORTUNITIES Dove could continue to strongly promote its new

men’s line of body wash

Change in consumer lifestyle

Change in preference

International growth

THREATS Slow economic growth

Number of store brands increasing

Competitors have similar packaging and scents as Dove body wash

Being the market leader for so long could potentially be a downfall because competition is growing

The $20 million budget is allocated as follows:

Estimated $15 million in mass media

cable, TV, Internet Buys, magazines

$3 million in Dove body wash products

$2 million in Dove body wash real campaign for beauty giveaways and company promotions.

Overall Media Budget

Budget ConstraintsNational Campaign Budget

Television

Network TV: $4 million

Magazines

National Magazines: $3.5 million

Internet

$2.5 million

Budget ConstraintsLocal Campaign Budget

Television

Spot TV: $3.5 million

Magazines

Local Magazines: $1million

Internet

$970,600

RegionalityDove Body Wash:

Dove is an international brand. It is produced, sold, and distributed world wide.

Body Wash, made for all different skin types, is sold constantly throughout the year.

Therefore, weight will be added at differing times during the year.

January, February, & September- When skin becomes dry and alters its state of moisture.

May-August- Consumers will use Dove more often to keep their skin healthy and protected.

Focus will also be stronger in cities with harsher climates.

Dove will focus on Regionality in the Northwest, Midwest, Southwest, Northeast, & Southeast (basically every area of the US).

Smaller markets will be more heavily targeted due to its lighter purchasing history.

SeasonalityDove Body Wash:

Continuity is Dove’s seasonality tactic.

The main goal it to keep the brand at the forefront of the consumers mind.

Emphasis will be added during harsh seasonal months.

We prefer to use a continuity tactic over pulsing because pulsing can be seen as over bearing or too offensive.

Media Objectives• Reach & Frequency

• The estimated frequency for Dove’s media plan is 3.6.

• Reach will range from 70%-85% over the cycle of the campaigns circulation.

• Our highest frequency months will be January-March, where there will be a peak reach of 85%.

• The goal of the events would be to get 45% of consumers to visit the Dove website and proceed to the “Real Campaign for Beauty”.

National CampaignMEDIA National

CampaignFunds

AllocatedTelevision Network TV (40%) $4 million

Magazines Magazines (28%) $2 million

Internet Internet (32%) $2.5 million

Totals: National Funds: 100%

$8,500,000

Local CampaignMedia Local Campaign Funds Allocated

Television Spot TV (60%) $3.5 million

Magazines Local Magazines (21%)

$1 million

Internet Internet (19%) $970,600

Totals: Local funds: 100% $4,970,600

Media Mix We chose Internet, Magazines, and Network

Television for our national campaign.

Because these had high indexes in the Media Quintile analysis, we felt that these would be the most effective for our campaign goals.

Dove is a national brand that already controls most of the market. We chose the above mentioned media because they will reach a national market.

Media Vehicle Tactics• Television:

• Using MRI data we found that women 18-34 who have used body wash in the last 6 months frequently watch cable channels such as Food Network, USA and Lifetime. Because of this, we have selected the following vehicles:

• Iron Chef America, Royal Pains, Psych, America’s Next Food Network Star and the featured Lifetime Original Movie.

Media Vehicle Tactics• Television continued:

• We have based our Network TV selections on their viewership according to Nielsen ratings.

• Castle, Dancing with the Stars, Glee, Grey’s Anatomy, House and The Amazing Race

Media Vehicle Tactics• Magazines:

• According to MRI data, these magazines are the most popular in our target demographic of women who have used body wash in the last 6 months:

• Women’s Day, Cosmopolitan and People

Acid Test