Dove Body Wash JASA Incorporated Jessie Hughes, Ali Feist, Sam Sebo, Amanda Morris
The Situation Dove is a major competitor in the beauty industry. The Dove campaign for real beauty is the market leader in featuring full figured American women. This campaign pioneered a new consumer thought process when purchasing their beauty products.
Real is the New Perfect Brand Personality Dove’s unique brand personality is very soft, feminine and gentle. Dove is in the mature stage of the product life cycle Dove is branded as being the category “top cleansing brand” #1 Dermatologist recommended brand
Real is the New Perfect Goals International Growth. Continuation of promoting men’s line of body wash. Build stronger brand loyalty among alternative demographics Change nonuser preference
Dove’s Target Market Age: 1824 with a secondary market of 2534. Sex: Women with a secondary market for men. Income: $30,000$39,000 with a secondary market of $75,000 $149,000. Race: White and Black. Marital Status: Now Married. Education: No college and graduated high school secondary market is some college.
STRENGTHS Industry Market Leader Strong Brand Loyalty
Supports Social Issues such as;
Body Image, Health and Self esteem
High Brand Recognition
Wide Geographic Reach
Strong Brand Portfolio
WEAKNESSES Higher Prices than some competitors Controversy surrounding the Real Campaign for Beauty
Advertisements compared to Axe body spray, both owned by Unilever The Real Campaign for Beauty might deter a portion of the target
audience that follows the mainstream ideals of the perfect body type
OPPORTUNITIES Dove could continue to strongly promote its new men’s line of body
wash Change in consumer lifestyle Change in preference International growth
THREATS Slow economic growth Number of store brands increasing Competitors have similar packaging and scents as Dove body wash Being the market leader for so long could potentially be a downfall
because competition is growing
Overall Media Budget The $20 million budget is allocated as follows: Estimated $15 million in mass media cable, TV, Internet Buys, magazines $3 million in Dove body wash products $2 million in Dove body wash real campaign for beauty giveaways and company promotions.
Budget Constraints National Campaign Budget Television Network TV: $4 million Magazines National Magazines: $3.5 million Internet $2.5 million
Budget Constraints Local Campaign Budget Television Spot TV: $3.5 million Magazines Local Magazines: $1million
Regionality Dove Body Wash: Dove is an international brand. It is produced, sold, and distributed world wide. Body Wash, made for all different skin types, is sold constantly throughout the year. Therefore, weight will be added at differing times during the year. January, February, & September When skin becomes dry and alters its state of moisture. MayAugust Consumers will use Dove more often to keep their skin healthy and protected. Focus will also be stronger in cities with harsher climates. Dove will focus on Regionality in the Northwest, Midwest, Southwest, Northeast, & Southeast (basically every area of the US). Smaller markets will be more heavily targeted due to its lighter purchasing history.
Seasonality Dove Body Wash: Continuity is Dove’s seasonality tactic. The main goal it to keep the brand at the forefront of the consumers mind. Emphasis will be added during harsh seasonal months. We prefer to use a continuity tactic over pulsing because pulsing can be seen as over bearing or too offensive.
Media Objectives • Reach & Frequency • The estimated frequency for Dove’s media plan is 3.6. • Reach will range from 70%85% over the cycle of the campaigns
circulation. • Our highest frequency months will be JanuaryMarch, where there
will be a peak reach of 85%. • The goal of the events would be to get 45% of consumers to visit
the Dove website and proceed to the “Real Campaign for Beauty”.
National Campaign MEDIA
Network TV (40%)
National Funds: 100%
Local Campaign Media
Spot TV (60%)
Local Magazines (21%)
Local funds: 100%
Media Mix We chose Internet, Magazines, and Network Television for our
national campaign. Because these had high indexes in the Media Quintile analysis, we
felt that these would be the most effective for our campaign goals. Dove is a national brand that already controls most of the market.
We chose the above mentioned media because they will reach a national market.
Media Vehicle Tactics • Television: • Using MRI data we found that women 1834 who have used body wash in the
last 6 months frequently watch cable channels such as Food Network, USA and Lifetime. Because of this, we have selected the following vehicles: • Iron Chef America, Royal Pains, Psych, America’s Next Food Network Star
and the featured Lifetime Original Movie.
Media Vehicle Tactics • Television continued: • We have based our Network TV selections on their
viewership according to Nielsen ratings. • Castle, Dancing with the Stars, Glee, Grey’s Anatomy,
House and The Amazing Race
Media Vehicle Tactics • Magazines: • According to MRI data, these magazines are the most popular in
our target demographic of women who have used body wash in the last 6 months: • Women’s Day, Cosmopolitan and People