Final dove real beauty slides
Transcript of Final dove real beauty slides
Agenda
• Situation Overview• Problem• Recommendation• Target Consumer• Key thoughts / Rationale • Execution
Situation Strengths• Growth in Annual Sales-$ 2.5 billion
to $4 billion
• #Choose Beauty=6 Million YouTube Views
Opportunities• Empowered Women Trend is still
growing
• Emerging Quarter Crisis Trend: Millennial’s anxiety over early signs of aging
Weaknesses• Brand value is being questioned
• Critics say since 2013 that our message has become “tiresome,” “preachy,” and “phony”
Threats• Our competitors have launched
similar female competitor campaigns = resonates
• Gender Roles=core consumers wants and needs have been changing over the last decade
Problem
Dove is struggling to communicate a meaningful and relevant message that appeals to evolving target consumers .
Recommendation• Expand on definition of beauty
• Solve the problem of desire
• Refocus message on how our product benefits the needs of target demographic =
• To restore brand equity
The “Boss Babe”Gen Y: Females ages 29-35• Socially Confident• highly ambitious • value authentic brands & social
responsibility• Weakness: Driven by fear of failure
– Stress & Age Anxiety • Empowered role models • Confidence in capabilities inspires Self-esteem • Outspend Boomers by 2017• $54 million in spending power
• Let’s inspire them=tap into fears!
Key Thought For ambitious, but stressed out Gen Y females, Dove offers vitality in personal care products that revives a genuine glow .*Strength to succeed =Make Yourself
Rationale:• Skin care products with pro age
benefits• Socially responsible • Authentic brand promise
Support• 39% of women ages’ 25–34 say anti-aging is an important benefit they look
for in facial skin care products
• Women, age 25–34, represent 18% of all facial skin care users in the U.S.
• On average use 3 facial skin care products in a day • Moisturizing, acne prevention, and sun protection are the most important
benefits they look for in a facial skin care product.
• 49% of millionaire investors from Gen Y say social responsibility is a factor in their investment decisions.
www.npd.com
ExecutionReach• Apps, FB & Instagram:
#makeurself campaign– 85% of millennial own smartphones– Check them on average 43 times a
day
• Vogue or Elle: Print Ad – 64% of Gen Y discover ads in
fashion magazines
• Website/Reviews: Contest– 59% of Gen Y research product
reviews before they make a purchase
www.npd.com