Post on 25-Feb-2016
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AKMC – Team Instant Satisfaction
DOVE MEN+CARE DUAL SIDED SHOWER TOOLAnnual Kellogg Marketing Competition: STP Presentation (10.31.12)
KIM BIASON | JULIE BARNES | MOHAMED KARGBO | IAN THOMPSON | JANET XU
team contact: kbiason2014@kellogg.northwestern.edu
AKMC – Team Instant Satisfaction
Objectives & Agenda
• Share our understanding of the market and review customer insights
• Outline our marketing goal and the business strategy that will allow us to achieve this goal
• Walk you through the details of our STP analysis and Media & Promotion Strategy
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AKMC – Team Instant Satisfaction
Absolute Market Potential
1313
Excluding AKMC Participants
1,313 Total Kellogg Student Population1
1,236
633
Population Excluding AKMC Participants2
Likely TG Mega Mart Attendance3 + JV Attendance4
Notes: 1) Source: Northwestern University; 2) 77 AKMC participants includes 7 executive team members and 70 1st year participants; 3) Assumes 50% of Kellogg participation rate 4) Source: Survey Data; 12% of Kellogg Students live with JVs; 20% JV participation rate = 15 Total JVs
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AKMC – Team Instant Satisfaction
Competitive Landscape
Instant Gratification
Products
1
Convenience Products
2
Personal Care Products & Other
3
• Includes snacks and candies that can be consumed during TG
• Includes cleaning products that consumers may normally purchase anyway and are getting “for free” at TG
• Perceived as necessary
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• Includes Dove Men+Care Shower Tool, Cottonelle Wipes, and A1 Marinade
• Perceived as “nice-to-have” products
• Festive, party atmosphere• Special Kellogg event• Opportunity to get free stuff!
AKMC TG ENVIRONMENT:
PRODUCT TYPES:
AKMC – Team Instant Satisfaction
Brand SWOT Analysis
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
INTERNAL
EXTERNAL
POST
IVEN
EGATIVE
• Perceived as premium brand• Specifically designed and
branded for the male consumer• Associated with skin care
benefits (i.e., “moisture”)
• Loofahs perceived as feminine• Kellogg male population not very
aware or experienced with Dove Men+Care
• Shower tool viewed as a “nice-to-have” purchase
• Majority of Kellogg student body is male
• Competing products are less durable
• Durability is seen as more valuable
• Other products can deliver “instantaneous gratification” at TG
• Significant competition likely for share of voice with male consumers
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AKMC – Team Instant Satisfaction
Marketing Goals
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Sell out of the Dove Men+Care Shower Tool by stealing share of TG sales from “instant gratification products”Our Mission
Generate $1000 in profit ($2 contribution / unit, 500 units)Bottom-line
Goal
Steal share from competitors by driving target consumers to choose Dove Men+Care Shower Tool over products that deliver
short-term benefits
Behavioral Goal
Convince target consumers that Dove Men+Care Shower Tool can generate long-term value because it delivers a more
effective showering experience vs. “girly” loofahs
Attitudinal Goal
AKMC – Team Instant Satisfaction
Brand Strategy: Market Segmentation
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In and Out Experienced Stocking Stuffer
• 37% of total population (~235 potential customers)
• Avg Age: 26-29• Single : 43%• Play Sports: 43%• Values speed more than the
average user• Cares a lot less about
exfoliation and soft skin than the user
• Uses either bar soap or liquid body wash with equal probability
• 22% of total population (~140 potential customers)
• Avg Age: 26-29• Single: 53%• Play Sports: 57%• Play Sports:• More likely to use loofah-like
shower tool
• 41% of total population (~260 potential customers)
• Avg Age: 26-29• Single : 59%• Play Sports : 15%• Exercise: 90%• Overwhelming majority uses
a loofah with body wash• “Heads of household”
making majority of purchasing decisions*
Target Conversion: 75% Target Conversion: 85% Target Conversion: 40%
TARGET SEGMENT
X 1.25 Purchase Factor1
+ +
*http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them1. Assume that 25% of our customers decide to purchase an extra shower tool as a giftSource: Survey Data for statistics
= 500 PURCHASES
AKMC – Team Instant Satisfaction
Brand Strategy: Our Target Customer
Justin Smith
Justin Smith
Worked at AccentureStudied at Kellogg School of ManagementLives in Evanston, ILFrom Chicago, IL
Likes
Cross Fit Evanston
Ohio State Buckeyes
Kellogg School of Management
BeerRelationship Status: Single
The Simpsons Justin Smith Can’t wait for Skyfall to hit the US! Even I think Daniel Craig is sexy…
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AKMC – Team Instant Satisfaction
Brand Strategy: Our Positioning
Positioning Statement– To male Kellogg students who do not use any shower tools, Dove Men+Care Shower Tool is the
manly man’s loofah that will provide value long after TG by improving your shower experience, in terms of cleanliness and efficiency
• Frame of Reference: – Loofah
• Point of Difference– Provides long-term benefits by improving shower experience, in terms of cleanliness and efficiency,
without being feminine• Rationale*
– More men do not use loofahs• 62% versus 38% respondents
– Men care most about Cleanliness and Convenience when showering • Mean scores of 4.53 and 3.86 out of 5 respectively
– Men perceive loofahs to be feminine• “…poofy and girly”• “…because they’re all puffy and stuff. They look like flowers.”• “They’re usually pink or some other girly color.”
*Survey data
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AKMC – Team Instant Satisfaction
Media & Promotion Strategy
Strategy: Build awareness of the Dove Men+Care Shower Tool among male consumers, focusing on target segment; increase frequency leading up to TG to put product “top of mind”
MONOPOLYMINDSETCut through the noise of the AKMC• Lunchtime guerilla marketing to enable
1-on-1 interactions with target consumers
• “Own Eyeballs in the Atrium” by focusing on scarce promo opportunities in this space (e.g., balcony, pillar, table tents)
Create an emotional connection with potential customers• Campaign that humorously plays on
men’s aversion to loofahs
• Incorporation of Kellogg specific attitudes and beliefs (e.g., FOMO, atrium effect)
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MOMENTMATCHINGCommunicate at relevant times• Mass email blast to coincide with peak
showering time (will include links to digital assets)
Focus on target segment• Postings in men’s restrooms
• Tailored Facebook site with multi-media
Note: List of tactics is not exhaustive