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

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

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

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

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’

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

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:

Discussion of Tactics Slice of Life The Humour Appeal The Rational Appeal The Emotional Appeal

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

Budget Television$12 Million/12 weeks of primetime television Billboards$ /16 weeks in four Canadian Cities Magazines$2.4 Million/13 weeks Online Banner Ads$ //12 weeks (approximate) Consulting $ Flighting schedule to cut costs and avoid wear out effects

Implementation Plan ActivityPersonnelAction Plan Anticipated Start/End Time Cost Drivers Estimated Cost 1 Web development team. Marketing Team. Activate website. 1 Jan 2010 – Dec  Design  Maintenance $ 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 $ Organization Wide Initiate summer campaign. Installs new billboards. 2 Jun 2010 – 28 Sep 2010  Advertising Costs  Personnel requirements $

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

BeAManMoisturize.webs.com