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Dawn Hand Renewal with Olay: Smooth Hands for Dishwashing

Discover how Dawn Hand Renewal with Olay Beauty revolutionizes dishwashing. This commercial emphasizes that women who wash dishes by hand can achieve soft, smooth hands with regular use. The message resonates amidst a rising preference for handwashing due to recession and eco-friendly practices. Dawn distinguishes itself with skin-friendly ingredients like Vitamin E while catering to a target market of women aged 15 and above, concerned about beauty and household chores. Explore the competitive landscape of dish detergents, where branding and consumer perception play pivotal roles.

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Dawn Hand Renewal with Olay: Smooth Hands for Dishwashing

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Presentation Transcript

  1. …

  2. TV Commercial 6/7/2014

  3. DAWN Hand Renewal with OLAY Beauty Daniel Brockman, VivekAsija, Kelly Fu

  4. Agenda • 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

  5. About the Product Pictures are from DAWN website

  6. What do the Ads Tell Us? • 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”

  7. External Environment • 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)

  8. Dish Detergent Market • 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

  9. About Dish Detergent • 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 What does matter are consumer’s perception and shelf position. Branding and message is important!

  10. Product market structure

  11. Define Target Market P&G targets DAWN at: • Women over age 15 • Any of the following: • Has few dishes to wash • Choose not to use automatic dishwasher • Does the dishes by herself • Concerned about personal beauty • Somewhat price-insensitive

  12. About Target Market • 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) Picture: Picasso, "Three Women", Hermitage, St. Petersburg 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)

  13. DAWN Dish Detergent Product Line • 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

  14. Competitors’ Messages • 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”

  15. The Marketing Mix

  16. Questions?

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