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Presented by: Xaverian Consultants Sarah Zupnik - David Joyce - Gabriel Nichol - Logan McIver

CAMPAIGN FOR REAL MEN. Presented by: Xaverian Consultants Sarah Zupnik - David Joyce - Gabriel Nichol - Logan McIver. CAMPAIGN FOR REAL MEN. Strengths and Weaknesses. Strengths: Consistent message- not just a soap, it is a beauty bar

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Presented by: Xaverian Consultants Sarah Zupnik - David Joyce - Gabriel Nichol - Logan McIver

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  1. CAMPAIGN FOR REAL MEN Presented by: Xaverian Consultants Sarah Zupnik - David Joyce - Gabriel Nichol - Logan McIver

  2. CAMPAIGN FOR REAL MEN 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

  3. CAMPAIGN FOR REAL MEN Competitors • Nivea, 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

  4. CAMPAIGN FOR REAL MEN 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

  5. CAMPAIGN FOR REAL MEN 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’

  6. CAMPAIGN FOR REAL MEN 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

  7. CAMPAIGN FOR REAL MEN Communication Tools • (1)Advertising: • Television • Magazines • Billboards • Banner Ads • (3)Public Relations • (2)Sales Promotions: • Point-of-Purchase Displays • Coupons • Sampling (4)Direct Marketing (5)Internet: www.Beamanmoisturize.webs.com

  8. CAMPAIGN FOR REAL MEN Discussion of Tactics • Slice of Life • The Humour Appeal • The Rational Appeal • The Emotional Appeal

  9. CAMPAIGN FOR REAL MEN Budget

  10. CAMPAIGN FOR REAL MEN Budget • Consulting Fee @ $350 000 • Flighting schedule to cut costs and avoid wear out effects

  11. CAMPAIGN FOR REAL MEN Implementation Plan

  12. CAMPAIGN FOR REAL MEN 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

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  20. CAMPAIGN FOR REAL MEN BeAManMoisturize.webs.com

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