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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