Presented by: Xaverian Consultants

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

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Competitors

• Nivea, Olay, Aveeno, Gold Bond, Eucerin,
  Vaseline, St. Ives 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.
• Vaselines SkinFund
• Product line for men- lotions for the body, hands
  and face
• Current site simply features product descriptions
  of the new mens line
• Message theme of mens commercials- Fortify your
  skin
• Curel
• Be your best self, carefree, and confident, 24
  hours a day
• Curels Snow Angels campaign with the Starlight
  Childrens
• Foundation- aim to raise 25,000

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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 mens 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 mens issues
• Stamp out the stigma that surrounds male grooming

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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

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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

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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
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Discussion of Tactics

• Slice of Life
• The Humour Appeal
• The Rational Appeal
• The Emotional Appeal

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Budget
Summer Campaign Summer Campaign Summer Campaign
Billboards 360 000/16 weeks in four Canadian Cities
Magazines 3.9 Million/13 weeks
Online Banner Ads 225 000/ 9 weeks (approximate)
2010 Website Promo Costs 364 000
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Budget

• Consulting Fee _at_ 350 000
• Flighting schedule to cut costs and avoid wear
  out effects

Television 12 Million/12 weeks of primetime television
Billboards 360 000/16 weeks in four Canadian Cities
Magazines 2.4 Million/13 weeks
Online Banner Ads 300 000//12 weeks (approximate)
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Implementation Plan
Activity Personnel Action Plan Anticipated Start/End Time Cost Drivers Estimated Cost
1 Web development team. Marketing Team. Activate website. 1 Jan 2010 Dec 31 2010 Design Maintenance 76 000
2 Organization Wide Initiate Winter Campaign Install billboards Run magazine, television, and banner ads. Begin promotions 1 Jan 2010 27 Apr 2010 Advertising costs Personnel requirements 15 740 000
3 Organization Wide Initiate summer campaign. Installs new billboards. 2 Jun 2010 28 Sep 2010 Advertising Costs Personnel requirements 4 645 000
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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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BeAManMoisturize.webs.com