04/21/23

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TV Commercial

04/21/23

DAWN Hand Renewal with OLAY Beauty

Daniel Brockman, Vivek Asija, Kelly Fu

04/21/23

Agenda

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About DAWN Hand Renewal with OLAY Beauty What do the Ads tell us? External Environment Dish Detergent Market About Dish Detergent Product Market Structure Target Market Competitors’ Messages Marketing Mix

About the Product

04/21/235Pictures are from DAWN website

What do the Ads Tell Us?

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The Target Market Women that wash dishes by

hand The Message:

“When the forecast calls for winter hands, reach for Dawn... “

“So smooth, so soft” “Improves the look and feel of

hands in 5 uses” “Goes beyond dishwashing to

help your hands seal in moisture while you do the dishes”

External Environment

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Recession More people eat at home,

more dishes to wash Green Concerns

Require Eco-friendly Ingredients

Water conservation advocates dishwashing by hand

Dishwasher owners are on the rise (1)

Sources: (1) Dishwasher and dishwashing products in the United Stated (http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)

Dish Detergent Market

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A $1.2 billion Market in 2009 (1)

Monopolistic Competition Average household serves

6.8 main meals per week (2)

94% of meals are followed by some use of hand dish liquid (2)

Even in households with automatic dishwashers

60% of households in USA have an automatic dishwasher (2)

Sources: (1) Dishwasher and dishwashing products in the United Stated (http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)(2) Kuo-Yann Li, ed., “Liquid Detergents”, CRC Press, 2006

About Dish DetergentWhat does matter are consumer’s perception and shelf position.

Branding and message is important!

What does matter are consumer’s perception and shelf position.

Branding and message is important!

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Mature Staple Product Class / Frequent purchase

And a Potential Impulse Product Inexpensive / requires little effort Dawn and competitors have

similar ingredients Surfactants (Sodium lauryl

sulfate, Sodium laureth sulfate) Foaming agents (Dimethyl amine oxide ) Viscosity control (Salts) Fragrance, color and other minor

ingredients Dawn differentiates with

Skin lubricant and softener (Polypropylene glycol)

Vitamin E

Product market structure

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Define Target Market

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P&G targets DAWN at:Women over age 15Any of the following:

Has few dishes to wash Choose not to use

automatic dishwasher Does the dishes by

herselfConcerned about personal beautySomewhat price-insensitive

About Target Market

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There are: 137 million women

over 15 years old in USA

2.6 Billion women over 15 years old in the world (1)

Restless Consumer Women make dish

soap choices Women want to try

new products Women receptive to

coupons free samples (2)

Sources: (1) United Nations, http://esa.un.org/unpd/wpp2008(2) Dishwasher and dishwashing products in the United States (http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)

Picture: Picasso, "Three Women", Hermitage, St. Petersburg

DAWN Dish Detergent Product Line

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A Procter & Gamble Company Direct Foam Dawn PLUS with Power Scrubbers Dawn Hand Renewal with Olay

Beauty Dawn PLUS Bleach Alternative Dawn PLUS Baking Soda

Alternative Dawn PLUS Vinegar Alternative Dawn PLUS Odor Eraser Dawn PLUS OXI Ultra Dawn Pure Essentials Dawn Botanicals Dawn Power Dissolver

Competitors’ Messages

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Palmolive “Tough on Grease, Soft on hands” “Fight germs” “Smells Great” “No unnecessary chemicals, no heavy

fragrances” “Powerful oxygenated cleaning action

leaves your dishes sparking clean” “Formulated for Dry and Sensitive

Skin” Greenworks

“Natural dishwashing liquid” Ajax

“Super Degreaser“ Joy

“Powerful cleaning”

The Marketing Mix

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Questions?

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