Transcript
http://content.dove.us/mencare/Tv.aspx
• Secondary research shows need for better product
• Graph shows how little of impact Men’s Care has on profits
• Saw opportunity
Our aim is 13-24
We want this guy, and his nephew!
GOALS•Develop Brand Image•Create Awareness
OBJECTIVES
•Generate Sales •Stand alone from competitors•Show consumers that Dove is a quality product•Seek direct and indirect action
• Proof Points– Their sponsorship of Boys
and Girls Club of America– Dermatologist
Recommended – Support of “real beauty”
Why consumers choose Dove•Perceived high quality•Represents things that the consumer believes in- good hygiene and beauty
Media Strategy
Primary • TV commercials
– Sports playoffs– Pulsing strategy
Secondary • Word of Mouth
– Men are highly influenced by celebrities and role models
– Create Buzz about the new image
• We understand our consumers
• Increase Brand loyalty & Brand awareness
• Calm, cool, confident
• Great quality at affordable prices
• Competition advertising
• Our Competition advertising strategies: Axe Old Spice
• Our Ad Campaign’s:–Tone–Message–Delivery–Media usage
• Increase brand awareness• Create / maintain brand loyalty• Increase profit• Gain market share
top related