10 Step Marketing PlanDove Men+Care Deodorant

Alfonso Gabriel A. Vega

MDMBA 070016

5 Steps for Part 1: PTM and Positioning

Men who care about their skin

Desiring more from their product

Alternative options in the market (Gillette, Rexona, etc.)

Gap: alternative products do not address the need for skin care in men

Market size: young professionals who do not have the traditional view of being macho

Part 2: Marketing Mix and Strategy

Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care

Offered in aerosolized packaging instead of stick and roll-on

Use of mass media through print and television to make the product known

Offered in all major department stores through Unilever’s product line

Uses a niche approach to win

The Ad

Positioning to the PTM: 1-5

PTM: Men who care about skin

Demographics: age>16 males who are single, married, separated with social classes A-C

Lifestyle: modern, on the go and up-to-date, working

Culture: men who do not have the traditional image of being macho

Behavior: seeking a product that suits their skin care needs

PTM’s Needs, Wants, Expectations

Desiring more from their product Needs their product to keep them dry all the time Wants the product to be gentle on the skin as well as

being effective Expects the product to both deliver in keeping underarms

dry and skin care

Competitors

Direct: Rexona, Gillette, Old Spice, Nivea

Indirect: underarm whiteners, Tawas

Variables: price, availability, packaging, brand, form, benefits

Competitve Position Map

Price/Quality Matrix

Satisfactory Product

Good Product

Excellent Product

High Price

Low Price

Dove

Tawas

Gillette

Nivea

Rexona

Gap

Products in the market do not address the need for skin care in men

There is a growing market in men that pay more attention to their skin care needs as compared to before

Need for a product that promises protection from sweat and body odor but is gentle to the skin in the process

Market Size

Company data- not available

Competitor’s data- not available

Customer’s date- not available

Part 2: Marketing Mix (4Ps)

Product

The Clean Comfort Deodorant Spray, with its subtle, crisp scent, contains a unique formula that combines powerful anti-perspirant ingredients and advanced 1/4 moisturiser technology. The high levels of moisturising ingredients make a real difference to men’s skin and help reduce irritation. Total protection – without compromise.

Promo

Print ad found in Men’s Health January 2011 issue

TV ad in the process of final editing, yet to be released

Uses the brand of Dove, known to be effective in caring for the skin because it is part moisturizer

Price

219 Php

Place

Distributed in all major supermarkets and departments stores nationwide

Generic winning strategy

Unilever’s main strategy is to sell to the growing market of men who care for their skin and who demand underarm sweat protection

The company is banking on the brand name of Dove, that has a history of providing skin care to be able to capture the primary target market

Dove Men care: Men, it’s time to come clean

Men care more for their skin now as compared to before

Various options are available in the market but do not promise the same level of skin care that Dove does

Gap that the product seeks to address is that there is a growing population of men who seek products that are gentle to the skin as well as provide the same level of underarm protection that traditional deodorants provide

Summary

5 Steps for Part 1: PTM and Positioning

Men who care about their skin

Desiring more from their product

Alternative options in the market (Gillette, Rexona, etc.)

Gap: alternative products do not address the need for skin care in men

Market size: young professionals who do not have the traditional view of being macho

Part 2: Marketing Mix and Strategy

Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care

Offered in aerosolized packaging instead of stick and roll-on

Use of mass media through print and television to make the product known

Offered in all major department stores and supermarkets through Unilever’s product line

Uses a niche approach to win

10 Step Marketing PlanDove Men+Care Deodorant

Alfonso Gabriel A. Vega

MDMBA 070016