• Research & Key Findings• Goals & Objectives• Competition & Consumer Overview• Creative Strategies• Future Outlook and Conclusion

• Secondary research shows need for better product

• Graph shows how little of impact Men’s Care has on profits

• Saw opportunity

GOALS•Develop Brand Image•Create Awareness

OBJECTIVES

•Generate Sales •Stand alone from competitors•Show consumers that Dove is a quality product

http://www.youtube.com/watch?v=L15CZ6HWbLw

• We understand our consumers

• Our target market is a special niche

• Calm, cool, confident

• Great quality at affordable prices

• Competition advertising

• Our Competition advertising strategies: Axe Old Spice

• Our Ad Campaign’s:–Tone–Message–Delivery–Media usage

• Increase brand awareness• Create / maintain brand loyalty• Increase profit• Gain market share