Dove Clinical Protection

Campaign Proposal

Hunter Talpas, Chia-Yu Tsou and Hannah Zavacky

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Table of Contents PRODUCT ........................................................................................................................................ 8

History/Background of Dove ..................................................................................................... 8

Introduction of Clinical Strength Deodorant ............................................................................. 8

Dove Clinical Protection Deodorant Line .................................................................................. 8

Product Life Cycle ....................................................................................................................... 9

PRODUCT CLASS ............................................................................................................................ 9

Geographical Distribution/Sales ............................................................................................... 9

Market Share ............................................................................................................................ 10

Price Effects of Dove ................................................................................................................ 10

Seasonal Schedules ................................................................................................................. 10

Competitors Pricing .................................................................................................................. 10

COMPETITION ............................................................................................................................... 10

Competitors Analyzed, Strengths and Weaknesses .............................................................. 11

Dove ....................................................................................................................................... 11

Secret .................................................................................................................................... 11

Degree ................................................................................................................................... 11

Mitchum ................................................................................................................................ 12

Competitor Overview ................................................................................................................ 12

ENVIRONMENT ............................................................................................................................. 13

Political/ Legal .......................................................................................................................... 13

Economical ............................................................................................................................... 13

Environmental/Health.............................................................................................................. 13

Social/ Cultural ......................................................................................................................... 14

Technological ............................................................................................................................ 14

THE CONSUMER/TARGET GROUP .............................................................................................. 16

Demographics........................................................................................................................... 16

Product Usage/ Preference ..................................................................................................... 16

Psychographics ......................................................................................................................... 16

Campaign Primary Target Audience ........................................................................................ 17

SWOT METHOD ............................................................................................................................ 19

SWOT Results ............................................................................................................................... 19

Strengths ................................................................................................................................... 19

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Weaknesses ............................................................................................................................. 19

Opportunities ............................................................................................................................ 19

Threats ...................................................................................................................................... 20

ACTIONABLE SET .......................................................................................................................... 20

OBJECTIVES .................................................................................................................................. 23

Top of Mind Awareness Chart Results .................................................................................... 23

Marketing Objective ................................................................................................................. 23

Advertising/Media Objective ................................................................................................... 24

CAMPAIGN TIMELINE ................................................................................................................... 26

CONTINGENCY PLAN .................................................................................................................... 27

Surveillance of competition and environment ....................................................................... 27

MULTI-ATTRIBUTE MODEL ........................................................................................................... 29

MAM CHARTS ............................................................................................................................... 30

Data Analysis Chart .................................................................................................................. 30

Positioning Chart ...................................................................................................................... 30

Line-by-Line Analysis ................................................................................................................ 30

Message Recommendation ..................................................................................................... 31

BUDGET OVERVIEW ..................................................................................................................... 33

TRADITIONAL MEDIA .................................................................................................................... 36

PR EVENTS ................................................................................................................................... 36

FINAL MESSAGE ........................................................................................................................... 38

CREATIVE EXECUTIONS OVERVIEW ............................................................................................. 40

TELEVISION ................................................................................................................................... 40

MAGAZINE..................................................................................................................................... 40

DIGITAL ......................................................................................................................................... 41

Twitter ....................................................................................................................................... 41

Instagram .................................................................................................................................. 41

Facebook .................................................................................................................................. 41

YouTube .................................................................................................................................... 42

Creative Conclusion ................................................................................................................. 42

MEDIA PLAN OVERVIEW .............................................................................................................. 44

MEDIA PLAN ................................................................................................................................. 44

MEDIA STRATEGY ......................................................................................................................... 45

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METHODS ..................................................................................................................................... 48

MEDIA APPENDIX ......................................................................................................................... 54

Appendix 1 ................................................................................................................................ 54

Appendix 2: ............................................................................................................................... 56

Appendix 3: Complete List of SWOT ........................................................................................ 57

Appendix 4: Survey 1 Content ................................................................................................. 61

Appendix 5: Survey 1 Results .................................................................................................. 61

Appendix 6: Survey 2 Content ................................................................................................. 64

Appendix 7: Survey 2 Results .................................................................................................. 65

Appendix 8: Ostrow Model ....................................................................................................... 68

Appendix 9: Media Plan Summary .......................................................................................... 69

CREATIVE APPENDIX .................................................................................................................... 69

Appendix 1: Magazine Execution ............................................................................................ 69

Appendix 2: Television Execution ............................................................................................ 70

Appendix 3: Facebook Execution ............................................................................................ 71

Appendix 4: Twitter Execution ................................................................................................. 72

Appendix 5: Instagram Execution ............................................................................................ 72

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Executive Summary

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Hunter Talpas, Chia-Yu Tsou, and Hannah Zavacky are the Account Managers who have completed a Campaign proposal for Dove Clinical Protection Deodorant/Antiperspirant. The proposal discusses Dove’s target audience, females 18-44, along with the competitors within the category. The brand’s Strengths, Weaknesses, Opportunities and Threats have been rated and organized into appropriate columns based on cost, time, benefit and damage. The proposal outlines the campaign objectives: increasing awareness and influencing purchase behavior to increase market share and sales. An according timeline in which the objectives will be fulfilled was also developed. A Multi-Attribute Model and other positioning guidelines were used to establish the position of Dove Clinical Protection Deodorant/Antiperspirant in the target’s mind. The budget was then allocated and the media vehicles were selected in order to optimize the campaign’s objectives. The final message design was created and lead to the creative executions outlined in the media plan. Lastly, a campaign evaluation is provided to measure the success of the Dove Clinical Protection campaign.

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Situation Analysis

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PRODUCT History/Background of Dove The brand, Dove, made its debut in the United States in 1957. Dove is one of many brands owned by Unilever. Unilever is a global company of consumer goods that has been around since the 1880’s and prides itself on being one of the world’s largest, most successful consumer goods companies. Dove’s first product was a beauty-cleansing bar, called the beauty bar, which was a new formula unlike any other on the market. It contained 1/4th moisturizing cream and mild cleansers, something that the market hadn’t seen before and something that they have continued to include in their products today. Dove has always been a brand geared towards women and embracing beauty. Through their research, Dove found that beauty anxiety is a shockingly big issue throughout the world for women and young girls and launched campaigns in 2004 and 2010, as well as partnering with popular organizations like the Boys and Girl Scouts of America to try and turn this issue around. These educational programs and campaigns have reached over 14 million people with no sign of slowing down. Dove’s products have been endorsed by dermatologists around the world and have been voted as one of the top beauty brands. Today, Dove doesn’t just make beauty bars and soap, they have expanded their product line to include many products. The one that we are concerned with in this analysis is their deodorant. Specifically, their line of women’s clinical protection deodorant (Unilever, 2015). Introduction of Clinical Strength Deodorant While deodorant has been around for quite a long time, over the last decade, we have seen a new product line emerging from many popular companies. That new product is clinical strength deodorant. This deodorant was created to give those who perspire more than the average person, a place to turn to. Clinical strength deodorant is intended to have the strongest protection without having a prescription from a doctor and Dove is no different. They also have created their own line of clinical protection deodorant. Dove Clinical Protection Deodorant Line Dove offers six different versions of this line, which all include their standard ¼ of moisturizer ingredient. They offer their standard version, which is simply called Clinical Protection and comes in two scents – Original Clean and Cool Essentials. They also offer a line called Clinical Protection antiperspirant/deodorant, which comes in four styles – Powder Soft, Skin Renew, Revive, and Soothing Chamomile. All of the antiperspirant/deodorant versions market themselves as providing prescription-strength wetness protection. However, they all offer additional benefits as well. The powder soft version is wetness protection with the added benefit of powder soft scent and soft, smooth underarms. An added benefit of the skin renew version is that with regular use, it works to combat and reduce underarm dark marks by combining a unique formula of calendula and sunflower seed extracts to speed up skin renewal. The third version of clinical protection antiperspirant/deodorant in Dove’s line is Revive. This deodorant is centered around freshness and odor fighting with sweet lively scents of pomegranate and lemon to leave you feeling clean and of course, revived. Lastly, the smoothing chamomile version is not only to soothe your beauty anxiety, but also to soothe that pesky underarm irritation those with sensitive skin suffer from on a regular basis. The moisturizer, vitamins and chamomile infused into this version will have your underarms feeling fabulous in just five days. All of Dove Clinical Protection

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antiperspirant/deodorants listed above have been tested against leading prescription products, making Dove a good option for your sweat worries. Their two clinical protection deodorants in original scent and cool scent are listed as just deodorants and not antiperspirants because they do not contain the aluminum ingredient. Aluminum, the ingredient that works to stop sweating, can sometimes cause skin irritation and discomfort making this version better for those with very sensitive skin. This ingredient is higher in clinical strength protection deodorants than in regular deodorants, making it close to the strength typically needed to receive from a doctor. Product Life Cycle As mentioned above, clinical strength deodorant is a fairly new concept on the market today after only hitting the shelves in 2007. In a product-life cycle we see four important stages - introduction, growth, maturity and then decline. With this being such a new market for this type of deodorant and specifically Dove’s line, we can indicate that this product is in the growth stage of the cycle. It has been around now for close to eight years. However, the older generation of women are often loyal to the type of deodorant that they have used since the beginning, so we need to focus on the younger generation who are still experimenting, learning and opening their eyes to this new world of clinical strength deodorants and antiperspirants. The market for this product is small and will increase in the future, but there needs to be more time and energy put into research, development and marketing of this product to really make a difference in the market place. It has survived on the shelves so far and we need to look for ways to improve and advertise this product in order to continue its growth and awareness to our consumer. We can see growing trends that the traditional hard powdered stick deodorants are in the declining stage, as many females are looking for alternatives to this form and getting rid of the unwanted white marks it leaves behind. Ultimately, this gives us new insight and headway for these emerging deodorant products looking to continue into the growth and maturity stages like Dove’s Clinical Protection deodorant and how we can cater to these consumers want and needs for beauty and boosting confidence (Unilever, 2015).

PRODUCT CLASS Geographical Distribution/Sales When it comes to geographical distribution and sales of Dove Clinical Protection deodorant, there are some things to note. First, Dove Clinical Protection deodorant is distributed across the entire country and can be found in pretty much any personal care section you enter. It is sold in pharmacies, grocery stores and many other general stores such as Wal-Mart and Target. While there is not a huge differential in sales numbers, we do tend to see an increase in sales among warmer southern states such as Georgia, Texas and California. This is expected as they are usually warmer throughout the year and women may require higher deodorant protection in order to combat these weather patterns.

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Market Share While we were unable to find a specific market share for Dove, we were able to conclude from Unilever market research reports that their retail value share was around 33% in 2014 (Euromonitor), and that Unilever and Proctor and Gamble personal care products accounted for 65% of the market share in 2014 (Brainmass). This means that with Unilever’s top brands of Degree, Axe, Dove and Suave, they were able to control 33% of the market, thus, giving us an idea of the kind of presence Dove has in the large deodorant category. Also, when taking a look at the Market Share Reporter database, we were able to find data from 2012 which shows that Dove had a 4.07% market share during that year in regards to other deodorant brands like Axe, Suave, Secret, Mennen and Old Spice. Price Effects of Dove As far as price effects, Dove Clinical Protection deodorant remains the same price throughout the entire country. While some stores may have a slight differential, all products cost between $7-$10, which is an average going rate for popular clinical strength deodorants/antiperspirants. Clinical strength deodorants typically cost more than their regular deodorant counterparts due to the higher concentration of the ingredient aluminum chloride, which is used to prevent sweating. Seasonal Schedules Dove Clinical Protection deodorant does not follow any seasonal schedules or have any seasonal effects. Clinical Protection deodorant is something that is a necessary hygiene product for those who have a medical problem, hyperhidrosis, related to the amount of sweat they produce and therefore, is purchased on a regular basis throughout the year. While there are not any specific seasonal effects related to this product, it is possible that some women, whom do not suffer from hyperhidrosis, would consider purchasing this product in the summer months when it is warmer and they may need extra protection. Competitors Pricing As far as competition and pricing, the cost of clinical strength deodorant is fairly consistent between competing brands. All clinical strength deodorants are priced higher than their brand’s standard stick deodorant counterpart and are usually about two times that price. For example, Dove Clinical Protection deodorant retails for between $7-$10, whereas their standard Go Fresh deodorant sells for somewhere between $2-$4.

COMPETITION Deodorant is a product that is seen as a hygiene necessity. Due to this, there are multiple deodorant choices and brands; we have chosen to concentrate on Dove: Clinical Strength Protection. We have narrowed down the competitors into three categories: over the counter, prescription strength and all natural deodorant. Yet, our main focus will be the over-the-counter category because we see them as our biggest competition and there is also more data offered.

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Competitors Analyzed, Strengths and Weaknesses Dove

Dove Clinical Protection is sold in a 1.7 oz. stick container for $7.10. It is offered in the following choices of a smooth solid texture: Skin Renew, Revive, Cool Essentials, Powder Soft, Original Clean and Soothing Chamomile. Dove states that Dove Clinical Protection, “delivers prescription strength defense against wetness and contains Dove ¼ moisturizers to care for delicate underarm skin. And unlike leading prescription antiperspirant/deodorants, it does not contain aluminum chloride or alcohols which can cause skin irritation and discomfort. With our most powerful all-day protection and exceptional skin care benefits, it is the ultimate combination of strength and beauty.” Secret

Secret Clinical Strength is sold in a 1.6 oz. stick container for $7.99 in the textures invisible solid, clear gel and smooth solid. The scents offered in invisible solid and clear gel are: Completely Clean, Oh-La-La Lavender, Powder Protection, Sport Fresh AND for smooth solid are: Calming Aloe, Fresh Water Orchid Light and Fresh, Oh-La-La Lavender, Powder Protection, Sport Fresh and Hypoallergenic. Secret states that it offers “4X stress sweat protection with less irritation than a prescription product and contains the active ingredient Aluminum Chloride. Additionally, it contains odor-fighting capsules to give you a light scent all day and 80% sweat reduction versus the 20% sweat reduction required by an ordinary antiperspirant”.

Degree

Degree Clinical Protection with MotionSENSE™ technology is sold in a 1.7 oz. stick container for $7.99. The scents offered in a solid smooth stick texture are: in Shower Clean, Stress Control, Fresh Energy, Sheer Powder, Summer Strength, Degree 5 in 1. Degree states that it “provides five benefits in one product: prescription strength wetness protection, body

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responsive odor control, long-lasting fragrance, skin moisturizing ingredients, and fast absorption. With MotionSENSE™ technology, to release freshness as you move.”

Mitchum

Mitchum Clinical Oxygen Odor Control Technology™ is sold in a 1.6 oz. stick container for $8.99. It is offered in a solid smooth stick texture in one scent, the original. Mitchum states that their oxygen odor control, Oxygen Odor Control Technology™, offers “Clinical Performance Wetness Protection and 48 Hour Protection.”

Competitor Overview Of all the direct competitors, Dove offers the best deal with 1.7 oz. for $7.10. This is the lowest price and also the most amount of ounces, Degree also offers a 1.7 oz. selection, but for $7.99. The ingredients for the deodorants vary based on the scent it is offered in. However, they all have Aluminum Zirconium Trichlorohydrex Gly which is the active ingredient allowing the deodorant to fight sweat. Dove, however, is the only brand that offers deodorants that do something in addition to clinical protection, these are the skin renew product and revive product. Secret offers an invisible solid, smooth solid and a clear gel, which is the most variety of the four brands. Mitchum is the only brand from the four that only comes in one choice, Dove offers six different clinical strength varieties, Secret offers ten varieties and Degree is tied with Dove offering six varieties. Degree and Mitchum have coined terms to describe the technology offered in their products. Degree specifies that it has MotionSENSE Technology™ to release freshness as you move, while Mitchum has Oxygen Odor Control Technology™ to allow for oxygen odor control. Compared to the all-natural competitors, Dove is the most cost effective per ounce. Dove along with Jāsön deodorant offer six varieties. However, Jāsön deodorants are not offered in any form of clinical strength. Trader Joe brand and Burt’s Bees are only offered in one choice. Natural ingredients also limit the effectiveness of the deodorant since there are no active ingredients. Drysol has to be prescribed by a doctor and costs will vary depending on pharmacy and insurance. However, the average price is $9.93 for a 35 ml container of topical cream. However, the burden of going to the doctor’s for a prescription makes over the counter purchases more appealing.

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ENVIRONMENT There are many external factors such as legal, political, health/environmental, economical, social/cultural and technological that can impact the advertising campaigns and purchase of a product. These factors will affect the demand of clinical protection deodorants and how consumers search or find out about these type of product. Although the demand cannot be controlled by the company, predictions can be made of what might happen and this allows us to develop contingency plans and set objectives to prevent and use to the campaign's advantage. Political/ Legal Antiperspirants are categorized as cosmetics and drugs. Regulations are very tight against products that are categorized as such, especially when it comes to advertising the products (FDA, 2014). The Federal Trade Commission has set regulations over cosmetics and over-the-counter drugs. The FTC will investigate advertisements that are considered to be misleading or deceptive. Meaning, promotions should not contain “a claim, practice or omission likely to mislead consumers.” Products that are advertised with claims must to be able to prove that such claim is true, especially health claims. Furthermore, “major television networks also require advertisers to substantiate claims before ads are aired” as part of the law in section 43(a) of the Lanham act. Due to such regulations, it will limit the possibility of legal contents when promoting products such as antiperspirants because misleading promotions on cosmetics and drugs may affect the consumers’ health. (PCPC, 2015) Economical Based on economic trends of recent years, the GDP per capita has increased $2400 in 2014 from 2012 (CIA, n.d.). This indicates that the economic environment is improving and people are making more money, hence, an increased disposable income. Meaning that when they see advertising campaigns that they are persuaded by, they are more likely to try the product since they now have the budget to do so. Furthermore, with improved living conditions due to economic growth, consumers are more likely to pay attention to personal hygiene or beauty products, thus, increasing the need for deodorants. Environmental/Health There are often concerns that the use of antiperspirants can increase the possibility of cancer. The theory is that ingredients such as aluminum, when applied to skin would interact with DNA or female hormones that are likely to increase the possibility of breast cancer development (Watson, 2011). However, research has proved that there is not a direct link between antiperspirants and cancer, and all products are FDA approved (Cosmetics Info, 2015). Although there is no solid evidence proving such concern is real, there are still some consumers that are worried by this rumor considering these products are directly applied to the skin. It is especially a concern for clinical strength deodorants since the product works by clogging the pores of the skin, thus blocking perspiration from occurring. In turn, some may then decide to not use deodorant or antiperspirants, or prefer a natural product. Such concern negatively impacts the image of antiperspirants. On the other hand, products such as cosmetics and deodorants are usually being tested before they are sold to consumers. This testing is usually conducted on animals. This has become a huge

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controversial ethics issue, especially among animal rights activists, that can influence the public. Many animal rights organizations and activists are acting out against animal testing of beauty products, including deodorants. The People for Ethical Treatment of Animals has released a list of companies that are cruelty-free. However, major deodorant brands such as Dove, Degree and Secret are absent on this list (PETA, 2015). Due to this, consumers that have ethical concerns for fair treatment of animals may choose not to purchase such brands, changing to other smaller, but more ethical brands. Moreover, it could cause damage to the overall image of the brand and could ultimately impact sales.

Social/ Cultural Due to increased concern and attention for hygiene and personal care, people are constantly seeking ways to make themselves clean and feel comfortable. In well-developed countries such as the US, how people present themselves it very important. Since lack of daily necessities is not a concern, people then focus on hygiene and appearance; with the next step bettering the living environment. Based on statistics, around 25% of women consider themselves excessive sweaters, and regular deodorant might not solve the problem (Newman, 2009). This population is more likely to buy this clinical protection deodorant with a higher price point in order to save herself the embarrassment of high-risk situations from those terribly uncomfortable sweat stains. Under cultural and social influences, people believe that deodorants will be able to prevent excessive sweating, stains and odor (Cosmetics Info, 2015). This would increase the demand for products like deodorant, especially ones with improved protection or that treat specific problems (Euromonitor, 2012). Consumers will then start to search for products that fit such specifications. Communication wise, people are more likely to pay attention to content that has a higher social media buzz. People also tend to follow trends, if something is popular or people start to talk about a certain product or brand, more people are likely to find out what it is about and try it for themselves. This emphasizes the importance of word-of-mouth messages and how quickly they spread. (Smith, 2015). Technological Due to technological advancements, around two-thirds of the US population now own a smartphone (CIA, n.d.). Research also states that 86.8% of the population are internet users (Smith, 2015). With such a high online presence and easy access to social media platforms, both advantages and disadvantages of communication campaigns are developed. Since a majority of the population uses the internet, there is a greater possibility of reaching a specific target audience, besides traditional media. This means there are more ways to generate buzz and spread the message. It also makes interactions with consumers possible, giving the advertiser a chance to maintain customer relations. However, since there are so many different platforms to post messages or comments, there is an increased difficulty to manage and control the content. If anything goes wrong with the campaign or the product, the news spreads fast and brings greater damages. Furthermore, the technological advancements provide an easy access to gather information and consumers can look for information about the product or even compare among competitors before purchasing.

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Target Group

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THE CONSUMER/TARGET GROUP The target audience for Dove Clinical Protection deodorant is females of all ages. Dove Clinical Protection deodorant does not target females within a specific age range or geographic area. However, this particular product line is targeting females that suffer from sweating more than usual, hyperhidrosis, and/or wants to prevent from excessive sweating (Edmonds, n.d.). More importantly, these are the consumers that require a stronger version of usual deodorant. Demographics Due to increased awareness of personal hygiene, deodorant has become a necessity for females in the United States. Although there is not a specific age that Dove is targeting, of all the females in the United States, female from ages 18 to 44 report the highest percentage of usage in Dove deodorant (Media Appendix 2). Females that are deodorant users, using Dove deodorant are mostly comprised of females ranging from ages 18 to 34 and 45 to 54 (Media Appendix 2). Although Dove has targeted its audience towards females nationwide, according to Simmons, it states that reported higher usage of Dove deodorant is in California, Texas, Michigan and Georgia. Product Usage/ Preference Researchers have found that younger females aged 18 -34 have a higher frequency of uses compared to older consumers (Mintel, 2014). Females that use deodorant have a constant need of feeling clean and refreshed. As for their expectations towards deodorant, with a wide variety of products available nowadays, females “want their product to hold up in social situations, provide them with a wonderful smell and ease the irritation from shaving.” (Euromonitor, 2015). Meaning, if the products meet their expectations, they will be more likely to stay with a certain product. Females that started using deodorant at a younger age, due to convenience and habitual reasons, tend to stick to a particular brand or format they like or that fits them. Older consumers commonly prefer to stick with the same brand (Mintel, 2014). This phenomenon indicates a high level of brand loyalty in this market segment among all age groups due to different reasons. (Euromonitor, 2012) Furthermore, young consumers ages 18 to 34 are more likely to pay more for clinical strength deodorants because it has a specific purpose. They think that it provides better protection, so it is worth paying extra (Mintel, 2014). Psychographics Lifestyle wise, a majority of the female population still prefers to shop at the grocery stores, especially for daily necessity products (Euromonitor, 2015). Females in general are very price sensitive, they are more likely to compare prices for the best deal while purchasing a product that meets their expectations. However, this comparison is only when they have not decided which brand or product to pick. Although most consumers purchase their own deodorants, younger consumers ages 18 -24 are more likely to assign the purchase responsibility to their family members, but with a clear instruction of which products to purchase. Female consumers that have an online presence tend to research about the brands of products before they purchase, mainly for comments and suggestions when they do not know which to select. Furthermore, female personal care products tend to generate

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more social buzz compared to men. It means, many female consumers have this large online presence when seeking information about a certain brand or product. (Mintel, 2014) Generally speaking, according to Simmons, 93.4 percent of females use deodorant (Media Appendix 2). Based on the country’s current population, 93.4 percent of female population above age 18 would account for around 122 million females (CIA, n.d.). Even if not all females have the need for clinical strength deodorant, a portion of 122 million is still a huge potential for Dove to target its clinical protection line to. In information about target audience and consumer collected shows, age group or geographic area will have a higher interest in Dove Clinical Protection deodorants. It also shows that younger users associate higher price with added product strength or higher quality. They also prefer products that will hold up to different social situations to combat odor or excessive sweat. The information also indicates which type of media they use to find out about deodorants. This information provides a suggestion on who the campaign should target, how they can be reached and what content about deodorants they prefer to see. This will be able to help with setting objectives and strategies further down the campaign process. Campaign Primary Target Audience Based upon the research, we will be setting our primary target audience as female deodorant users, ages 18 to 44, with the rest of female deodorant users as our secondary target audience for our campaign. This would be females in their early teen years under age 18 and those women above this age 44 group. Although Clinical Protection deodorant/antiperspirants target women at any age, females ages 18 to 44 are the ones that are likely to switch from another brand to Dove. They may also switch to another product line, such as Clinical Protection if they have not used a certain brand/type for a long time. Furthermore, they are the age group that will be likely to pay more for products that have an added value, just like the Dove Clinical Protection products offer. Due to these reasons, female deodorant users age 18- 44 are the most suitable primary target since they have a higher possibility to switch brands and/or a product line. Deodorant users that are younger than 18 and older than 44 have a smaller possibility of switching to other product types or brands. However, they can still be persuaded to change if the product being promoted suits their needs better compared to the product that they are currently using. Therefore, they are being categorized as our secondary target audience.

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SWOT Analysis

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SWOT METHOD Based on the background research from the situation analysis for Dove Clinical Protection we developed a SWOT. A SWOT analysis is a data classification and reduction tool that is used for evaluating the brand, the product, competitors and used for planning strategies in the campaign that will address the issues. The SWOT categories are organized into four quadrants labeled as strengths, weaknesses, opportunities and threats. Every piece of information generated from the situation analysis is then sorted under an appropriate section only once. We gathered hundreds of pieces of information/intelligence which can be found in our appendix and prioritized them into the SWOT. The SWOT also identifies whether the issues can affect the brand internally or externally. Internal factors are those that Dove can control and external factors are those that the company cannot control such as political, legal, social, and environmental factors. After all of the SWOT components have been sorted, they were then ranked 1-3 on damage, benefit, cost and time. The damage that would happen if the weakness or threat is not addressed, the benefit that could occur for our brand if a strength or opportunity is leveraged and lastly, the cost and time it would take for each SWOT component. After we ranked all the components, we gathered a sum of each row. The SWOT components that received the highest scores became our actionable set for our campaign.

SWOT Results Strengths The biggest strength the Clinical Protection line has is its highly-recognized brand name. Dove is a well-established brand, especially among the female population due to its social media campaign, the Dove Beauty campaign. Its brand and promotion has developed a strong connection with a large female population. Generally, it has a positive brand image with its signature ¼ moisturizer. Most importantly, the products provide a strengthened protection compared to normal deodorants; preventing sweat and odor. Furthermore, the Clinical Protection deodorants come with variety of different scents and ingredients so consumers will be able to find their match. Dove is the number one dermatologist recommended brand for deodorants. By associating it with professionals, it makes the brand more trustworthy. These strengths are more likely to make the consumers pick Dove as the brand to purchase. Weaknesses The weakness is mainly due to a lack of promotion for the Clinical Protection line, since Dove focuses most of its promotion on their brand as a whole and not as much on individual product/product lines. In other words, the Clinical Strength deodorants lack awareness among the female deodorant users and this is mainly why consumers are not purchasing Dove Clinical Protection deodorants. Opportunities There is a large deodorant user population since ¼ of consumers consider themselves excessive sweaters. It creates potential for deodorants with added strength because there is a constant need among female deodorant users to feel fresh and clean. It is also the strongest protection without a doctor’s prescription. These opportunities will increase the

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demand for Clinical Protection deodorants when consumers find out more about it. Females tend to research products before purchase. Therefore, if there is enough exposure, consumers would be more likely to purchase the product. Other brands also do not heavily promote their clinical protection deodorants/antiperspirants, hence, Dove will stand out from the crowd if there is enough promotion to attract potential consumers. Threats The biggest threat is that there is a lack of awareness for clinical strength deodorants in general; many of the consumers do not know such an option exists nor how it is better compared to normal deodorants/antiperspirants. Furthermore, there are several famous competitors such as Degree and Secret that also have similar products. All of these brands also have their own unique technology for their deodorants that strengthen the products to attract consumers who seek added protection. Furthermore, many consumers still think it might cause cancer, hence, decreasing the demand for deodorants that can stop sweat more efficiently because it means the deodorant is plugging pores. Lastly, users who grew up using one brand are less willing to switch to other brands. As a result, high brand loyalty to a competitor would make it difficult for Dove to change consumer purchase behavior, losing a portion of deodorant users. *Full SWOT in Media Appendix 3

ACTIONABLE SET

Dove Clinical Protection Deodorant/Antiperspirant Action Set

After prioritizing the SWOT list using the damage, benefit, cost and time scale, an actionable set has been created. An action set of seven items has been ranked in order based on the total score. After our analysis, the most critical issue is the lack of awareness internally and externally, which is ranked first and second on the list. Consumers in general have a lack of understanding for clinical strength deodorants/antiperspirants, especially about why they need to use them. Part of the reason Dove Clinical Protection products are not well known is due to its lack of promotion. Both of these issues cause a huge damage towards the product

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and will require a longer time and greater cost to address. We found that 25% of consumers consider themselves excessive sweaters and this is a great opportunity to promote the Dove Clinical Protection product line because this specific product line solves the issue. It indicates the need for such products. Issues ranked four, six and seven are the positive qualities of the Dove Clinical Protection deodorant/antiperspirants that not all of their competitors have. These are the issues that can be used to attract consumers, which will require a great amount of costs to get these points across. However, less time is required since many of these points are already well promoted through Dove’s other related products. Due to the fact that female deodorant users research online before they purchase, it will create a great opportunity for us to reach the customers through online promotions and publicity. It is a great opportunity to introduce consumers to another product option that may better suit their needs

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Campaign Objectives

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OBJECTIVES Marketing Objective: Increase market share among new users while also increasing sales among current users. Advertising Objective: Increase top of mind awareness of Dove Clinical Protection deodorant from 19% to 74% among the target audience. For our campaign objective, we will be increasing the product awareness level of Dove Clinical Protection deodorant from 19% to 74% from top of mind awareness for women nationwide. These women are ages 18-44 that live in the United States and who use deodorant to control sweat. We will achieve this during our campaign time frame beginning on March 1, 2016 and ending on March 1, 2017.

Top of Mind Awareness Chart Results Based on the above chart used to determine our beginning and end value, we can get awareness for Dove Clinical Protection deodorant from 19% to 74% in the span of this one-year. Out of 51 Responses that correspond with our target audience, 43% are aware of and have used clinical strength deodorant in the past and 31% are already using some type of Dove deodorant as their brand of choice. Through our research we found a ratio of 4-2-1 in regards to awareness and purchase behaviors. Overall, our end value came out to be 74%. While we know this is a bit high, we feel like we can get Dove Clinical Protection deodorant to this value, while also increasing the overall awareness of Dove as a parent brand in the process. Marketing Objective In addition to creating awareness, our marketing objective for the campaign will be to increase market share and sales within the year-long campaign. This will influence consumers and increase purchase behavior of Dove Clinical Protection deodorant. It will persuade those suffering from hyperhidrosis to purchase this deodorant (Elicit) and/or to switch from one brand of clinical strength deodorant to Dove Clinical Protection (Modify). To expand on the marketing objective, we want current users to purchase more Dove Clinical Protection deodorant which will increase sales, and have new users begin to purchase Dove Clinical Protection deodorant to increase market share. This will grow Dove Clinical Protection sales and increase their market share against their competitors like Degree and Secret.

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Advertising/Media Objective As far as our advertising and media objectives, we would like to communicate the benefits of using clinical strength deodorant to our target and reasons why they need it. Dove has a lack of promotion for their Clinical Protection line, leaving it unknown to our target. Our target has a very large online presence through social media and so we would have big success in the digital category if we were to advertise this way. We would also work to advertise the attributes that Dove Clinical Protection deodorant offers that other brands may not; such as the number of scents, the added moisturizer and the dermatologist approval rating. Once our target is aware of this information through our media objective, they will understand the benefits and how it will fix their ongoing problem. These objectives and marketing plans will create awareness among our target and those who consider themselves to fall into the excessive sweating category, about Dove Clinical Protection deodorant and how it can help them. Their awareness will in turn, influence them to purchase, which will increase market share and create more sales for Dove. You will see how these objectives will be benchmarked in the following campaign timeline.

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Campaign Timeline

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CAMPAIGN TIMELINE

Key: Q= Quarter, T= Timeframe, BM= Benchmark, Cont= Contingency Plan The diagram above represents the timeline for our year-long campaign. In order to evaluate the campaign progress at each timeframe interval, the progress of the campaign will be measured through the level of awareness for Dove Clinical Protection products. The level of awareness generated for the beginning and end values were directed from the top of mind awareness chart. The campaign will begin with a 19% awareness level and will end at 74% for Dove Clinical Protection products. Throughout the year, there will be three benchmarks. These benchmarks will be at 32%, 46% and 60% to make sure the campaign is proceeding according to the objectives. The benchmarks are set at equal intervals throughout the year to achieve our goals. Every benchmark will have a contingency plan if the level of awareness for Dove Clinical Protection deodorant/antiperspirant is below or above the set benchmark. The first quarter will focus on the marketing objectives, to create awareness for Dove Clinical Protection deodorant through the use of traditional and nontraditional media. The second quarter will focus on the communication objective, to show the target audience the USP of the products. The third and fourth quarter will then focus on the advertising objective, to induce trial; to persuade those that are exposed to the campaign to purchase or switch to the product. The second quarter and third quarter will have more GRPs compared to the other quarters and there will also be an increase in reach. Moreover, the communication objective will still come into play to remind the audiences why they should purchase the products. In order to increase awareness among our target audience, the main focus for all objectives will be frequency of Dove Clinical Protection advertisements. To make sure the objectives are met, the level of awareness will be measured throughout the campaign from timeframe one to the end. In order to make sure the target audiences are really buying the products, the level of sales will also be used as a reference in timeframes two, three and four.

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CONTINGENCY PLAN To prevent a shortage that may damage the image of our client, Dove, contingency plans are set when the actual value of awareness is below or above the cut-off value of the benchmark. The cut-off value is of the benchmark. If the benchmark is above the cut-off value, the GRPs will be decreased through the minimization of frequency on certain advertising mediums that generated the most reach. If the benchmark is still above the cut-off value, all ads will be pulled out of a specific medium to decrease the GRPs. On the other hand, if the benchmark is below the cut-off value, GRPs will be increased on the medium that generated the most reach; increasing the frequency. Furthermore, if the level of awareness is still below the benchmark, both reach and frequency will be increased in order to increase the GRPs for all mediums in the media mix so there will be more exposure to the advertisements and they will more likely influence our target. The money spent on the contingency plans will be from our contingency budget that is approximately 10% of the total budget. There will be a second contingency plan developed. This contingency plan will be put into effect if women start to counteract our campaign due to health concerns related to Dove Clinical Protection deodorant. If this happens to occur, we plan to partner with medical research centers who will release reports that will put to rest these misperceived major medical and health concerns of our target. Surveillance of competition and environment In order to be prepared for external influences, we will also be monitoring the level of awareness of major competitors of Dove, such as Degree, Secret, and Mitchum since they have similar products. Their actions will be monitored through their media mixes, whether they are promoting the product or not. Furthermore, we will also be monitoring if they are launching any new similar products since it will affect the level of awareness of Dove Clinical Protection deodorant/antiperspirants.

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Multi-Attribute Model Message Design

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MULTI-ATTRIBUTE MODEL

A Multi-Attribute Model is a positioning tool that is used to gain a better understanding of the target group’s perception of the product, Dove Clinical Protection. It also evaluates Dove as a brand in relation to its competitors: Secret, Degree and Mitchum. The MAM will also offer useful message strategies that can help later with the creative process. In order to develop our Multi-Attribute Model we used two surveys to collect both quantitative and qualitative data. We used a convenience sample to send out both surveys and collect data. The surveys were created using Survey Monkey and sent out via website link. The link was sent by the three group members to different clubs, organizations and posted on Facebook in order to collect data. Using the convenience sample we were able to receive 57 responses from the first survey and 42 responses for the second survey. For our first survey (Media Appendix 4), we wanted used an open-ended questionnaire in order to get non-aided answers of the key attributes the population could mention. From the first survey we analyzed that the top five key attributes were: smell of deodorant, not leaving residue behind on product user’s clothing, prevents sweating, long-lasting and texture of the deodorant (i.e. gel or powder). The attributes were not all at a 60% mention, but this is due to the size of the convenient sample. For the second survey (Media Appendix 6), we based our questions off of the belief, importance and iconic scales. By using these scales we were able to create a mean score and complete a line by line analysis of the ratings. We also asked the question, What influences your purchasing decisions?. This question was different than the question, What characteristics do you look for in a deodorant? (Please list all that apply) from the first survey which allowed us to determine our top five attributes. We asked this because we wanted to know if price would be the main influence of purchasing deodorant. From the second survey analysis we discovered that price is the second influence in purchasing deodorant.

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MAM CHARTS Data Analysis Chart

Positioning Chart

Line-by-Line Analysis We conducted a line-by-line analysis to analyze our results (Media Appendix 5 & 7). A line-by-line analysis is how we compare our brand to competitors against the ideal. We found our closest competitor in relation to our brand by comparing all competitors to the iconic or ideal rating on each attribute down the chart. After that, we went on to the next closest brand

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from Dove and ideal and evaluated them in regards to attributes down the chart. This analysis helps us see how we stack up against the competition and the relationship that we hold against them. These message points found in the line-by-line analysis are then given to the creative department in order to change our target’s perception of Dove Clinical Protection deodorant against our closest competitors. Looking at the rating of the attributes on the MAM Model we found that Degree is the main competition for Dove. For the most important attribute, Smell, Degree was past the ideal and also closer to it than Dove, which ranked below ideal. Degree ranked higher than Dove and closer to the ideal on Doesn’t Leave Residue. On the next attribute, Prevents Sweating, Degree ranked higher than Dove and closer to the ideal. Degree also ranked higher than Dove and closer to ideal on the attribute Long-lasting and Texture. Secret was ranked far behind Dove and the ideal on the attribute, Doesn’t Leave Residue. Secret was also ranked behind Dove and the ideal on the attribute Prevents sweating. For the next attribute, Texture, Secret was also ranked behind Dove and the ideal. Secret still ranked behind Dove on the attribute Smell, but only by 0.05 points out of the 10-point scale. Secret also ranked behind Dove on Long-lasting by 0.30 points on a 10-point scale. This was the closest competition ranked behind Dove. Mitchum ranked the highest on all attributes and surpassed Dove on the rating scale. However, it also surpassed the rating of the ideal deodorant. This does not necessarily make Mitchum the best, but it has the highest perception rating based on the sample’s perception. Message Recommendation We are the first brand below the ideal for each of the attributes and Degree is the first brand past the ideal for each of the attributes. We do rank closely to the ideal in the attributes: Doesn’t Leave Residue and Texture. However, we are still below the ideal on the top attribute, Smell. Therefore, we should make this a primary focus since it has such a high influence on purchasing decisions. This rating is based on the sample’s perception of each brand not scientific research, especially for the attributes Preventing Sweating and Long-lasting. While the target perceives Degree to be right above us on all attributes, these perceptions are not true. Degree and Dove have the same number of scent options and differentiate their scents from situational to fruity. We will need to combat this issue in our campaign as smell is the top attribute and very important to our target. Therefore, in order to change how consumers perceive Dove Clinical Protection deodorant compared to its competitors and to get it closer to the ideal, we recommend to utilize the advertising and marketing objectives created within the suggested campaign timeline.

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Budget Allocations

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BUDGET OVERVIEW The campaign will have a total budget of $10 million. According to most recent spending data, Dove has spent around $200 million on advertising all its products (Statista, n.d.). After estimating how much Dove will spend on advertising each product category and product line, we have reached an estimated spending of around $8 for the Clinical Protection line. Using such estimate as a basis, 3.58% is then added as the standard increase in industry media cost. Around 10% of the budget is then added as the contingency budget. After a rough estimate, we derived with an advertising budget of $10 million. Within this budget $1 million is allocated as the contingency budget; we will have a total of $9 million to spend on advertising across multiple media.

Within the $9 million budget, $8,982,600 is spent. A different amount of the budget will be allocated for every quarter. More money will be spent on advertising in the first and second quarter compared to the third and fourth quarter. The first and second quarters are when the campaign has just begun and it is also when there will be a higher demand for deodorants as summer is almost approaching. Since more advertising is required in these two quarters, more money will be required. Around $2,154,900 will be spend on the first quarter, $3,434,100 on the second, $1,802,100 on the third and $1,591,500 on the fourth quarter.

Based on the chart and table presented above. The medium that will spend the most is television. Around 85% of the budget, $7664.7 will be spent on airing television commercials. The second most spent media is magazine, around 14%, $1245.9 will be spent on placing print ads. Only 1% of the budget, $72,000 will be spent on digital advertising. Overall, 99% of the budget is spent on traditional media, and only 1% on non-traditional media.

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Since antiperspirants and deodorants are not high-risk products, consumers in every class use it, so the advertising content will be directed to females of all economic and social classes. Equal amounts of the budget will be spent across the whole nation since it is a national campaign. The budget here does not account for the PR events the campaign will carry out.

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Media Selections

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TRADITIONAL MEDIA Dove Clinical Protection will focus on the following media vehicles: internet/digital, magazine and television advertisements. As a parody product, we do not feel the need to spend a portion of the budget by advertising through a radio medium. Instead we plan to focus on internet/digital in addition to advertising both in magazines and on television. It is also important to have a frequency of 3-5.2 throughout our media selections in order to drive our message into consumers’ minds. We are not going to utilize newspapers or outdoor advertising due to the fact that Dove Clinical Protection is a parody product. Another reason we are not using outdoor and ambient advertising is because our target is not highly populated in large cities where outdoor and ambient advertising is most effective. We will also put video advertisements on targeted sites, video networks and publisher video sites with content that correspond with Dove Clinical Protection. Our advertisements will play before videos that can relate to our target audience as well (i.e. make-up tutorials, DIY skincare, etc.). We have chosen to utilize targeted sites, video networks and publisher video sites because the viewer is already interested in the content of the video they are waiting to view, so it is more likely that they will also be interested in viewing this related video advertisement. Through the vehicle selection, television, we will use Net TV, Net Cable and National Syndication in order to create a reach and frequency to achieve our goals. Television has the capability to reach a large audience and the fact that Dove Clinical Protection is a parody product, it is beneficial to our campaign to take advantage of advertising on television. Dove Clinical Protection has a strong presence on social media, however, there is always room to grow. Therefore, we have also selected to increase the presence on Twitter, Instagram and Facebook through social media posts and various hashtag uses.

PR EVENTS Through internet mediums, we will choose well-known bloggers in order to spread awareness throughout their media channels to their subscribers. We have chosen Elle Fowler and Cassandra Bankson, top beauty and style bloggers, to review our product. By choosing these bloggers we hope to partner with them in the future to help with our promotional events and to spread awareness. With a high following, we think Elle and Cassandra will be able to help us reach a larger audience by spreading the awareness of Dove Clinical Protection to their viewers (Adler, 2015). Throughout our campaign timeline, we will have a PR event on a select number of college campuses throughout the nation. We hope to partner with our bloggers to act as ambassadors and make guest appearances throughout the events. The event will be a “Pop-Up Shop” at various campus locations giving coupons and samples to college students.

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Final Message Design

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FINAL MESSAGE Throughout our MAM procedure, we found that Dove fell right below ideal with Degree right above the ideal on all of our attribute categories. This shows us that Dove and Degree are very similar in the perceptions that our target has about these brands and that they see Degree as just a little bit better than Dove. After looking further into if these attribute perceptions were true or not, we found that they were not. For example, scent was the top attribute that the target felt was an important factor when purchasing deodorant. Perceptions showed that Degree was above Dove in this, but when you look at both brands, Dove has the same number of scents, as well as more attractive vibrant smell options than they do. This was a common occurrence in all the attributes listed on our MAM chart. Our target perceives Degree as being better in all categories even though that is not the case. In order to combat this, we have decided to position Dove against Degree. We want to change perceptions that Dove is not as good as Degree, when in fact, Dove has the same attributes as Degree, and can stand up just as well with them in the market. Dove even offers some additional attributes as part of their Clinical Protection deodorant that Degree does not and that our target may not be aware of that we would like to promote. Our final message is to combat the misperceptions that our target has about Dove compared to Degree. In order to do this, our final message design is the idea that we’re more than our target thinks we are. Right now our target has a lot of misperceptions about Dove Clinical Protection deodorant. However, Dove has all of the same attributes and more compared to Degree, our closest competitor. Therefore, throughout our campaign we will use the slogan “Feel the Truth” in our advertisements and commercials in order to relate back to our umbrella theme that it is true Dove has it all, is just as good as Degree and most importantly, that Dove is much more than the perceptions the target currently has of the product.

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Creative Executions

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CREATIVE EXECUTIONS OVERVIEW As a result of our MAM analysis of our target group, we have chosen to position Dove Clinical Protection deodorant as a deodorant that has all of the attributes you find important in a deodorant and that it is more than you perceive it to be. In other words, that Dove has it all. We noticed that the target had a lot of misperceptions of the product compared mostly to Degree brand deodorant, so we want to change those perceptions and really increase the awareness and perceptions of Dove. We want to position Dove as the quintessential clinical strength deodorant on the market and that Dove is just as good as their closest competitor, Degree. In our message strategies, we plan to structure our campaign around the slogan, “Feel the Truth”. This will get in our target’s heads that they need to open their eyes and see that Dove Clinical Protection deodorant is just as good as Degree and better. We will be using creative approaches depicting and correcting people’s misperceptions. Some of our print ads will include visuals that contain all the typical and unique attributes Dove Clinical Protection Deodorant has compared to its competitors that the target is unaware of. All of these ads will convey the same simple, clean aesthetic that the Dove brand is already signature for, as we know people like this and associate it with the brand.

TELEVISION For our TV ad (Media Appendix 2), we will be trying to conquer the misperceptions people have. In order to do this, we want to really show the attributes of the product in the commercial and make it known that women are unaware of these attributes. To do this, we will be choosing a female to test our product with a leading competitor’s product. In the commercial, our leading competitor’s deodorant bottle will be similar to that of Degree. This is because they are our closest competitor and while we don’t want to say their brand, we hope that the target audience will associate the packaging to their brand. To keep with our current design, the female tester will be wearing white. To begin our commercial, we will ask the female if she is willing to test two deodorants, not knowing which is which brand. She will then test the products over a specified period of time. Then we will allow her to give a product review of the two deodorants and choose the deodorant that fulfilled the most attributes, which will be Dove. We feel that this commercial will tie into our other advertisements within the campaign and encourage our target audience to change their current perceptions of Dove Clinical Protection deodorant/antiperspirant.

MAGAZINE For our Magazine ad (Media Appendix 1), we will be depicting a large image of Dove Clinical Protection deodorant/antiperspirant. This package of deodorant, which traditionally comes in a box, is going to have flowers growing out of the top in order to play up the scents that we have. We feel like this will really help juxtapose our product with the image as our campaign

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is “Feel the Truth” and you can’t feel the smell. It will show our target how many scents our product line offers and show them that we have a wide variety of scents that smell fresh like flowers. We feel that this juxtaposition of feeling the truth and the scent will really resonate with our target and make them think. We will be using a plain white background as is synonymous with previous Dove products in order to keep with the theme. This simple aesthetic bodes well with our target and the already present clientele of Dove, so we would like to keep this the same. We will be using bright colored flowers to draw attention to the product and will be using the actual product package in the ad so that the consumer has an image of what it looks like.

DIGITAL For our Digital ads (Media Appendix3-5), we will be using Twitter, Instagram and Facebook. Dove already has a social media presence on these sites and we would like to keep the same vibe that they are traditionally doing. This image sits well with women and we think the target responds well. Twitter With that said, our Twitter post (Media Appendix 4), is going to be multiple women holding up white cards that reads, “When”, “In” and “Doubt” and another card that has the Dove logo and says “Feel the Truth”. In other words, we want our target to read this simple image and hope that the next time they are unsure or in doubt about which deodorant to choose at the store, they will choose Dove. It is the perfect quote to get into our target’s minds and yet, still goes along with our exposing the truth theme of the campaign. We are again using the simple white background to produce a clean image and maintain consistency. We are using women’s hands as they are the target and fun blue writing, such as that of the logo, on the cards to entice our audience. Many women love and are intrigued by pretty calligraphy and clean images, so we really want to capitalize on that through our simple ads. Instagram For our Instagram advertisement (Media Appendix 5), we are going to be using a notebook and other items that women may often use in order to depict a feminine image with a saying located inside. This saying will be, “Lose your mind and come to your senses” a quote by Frederick Salomon Perls. This saying is perfect for our campaign as we are telling women to forget everything they previously associated with deodorant, leave their pre-conceived notions in the past and come to their senses...give Dove Clinical Protection deodorant a try. In this image, we are going to again, use a white background, clean images, and calligraphy script. We are also going to be using brightly colored notebooks, pens, and small luxuries to depict this image for our campaign. Facebook Lastly is our Facebook advertisement (Media Appendix 3), We really wanted to keep Facebook simple as we know it is starting to lean towards an older demographic, with a researched grouping of 55+. Due to this, we are choosing to simply depict an image of the various options of Dove Clinical Protection deodorant in a line. This will give off an

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exuberance of simplicity and beauty. We want women to recognize the product in order to be aware of it and that is why we are choosing to simply show the product itself in an image on Facebook and to make sure the demographic on this site doesn’t have to think too far into it. The photo will also feature the hashtag, #BeautifulTruth. While our campaign is not going to directly correlate with the previous Dove Real Beauty campaign, that is a very popular and successful, we would like to still include the overarching brand image of beauty Dove currently has into our Feel the Truth campaign, so we will be doing this through the hashtag #BeautifulTruth.

YouTube For our YouTube Video ad, we will be using the same script and commercial that was used for television. However, this ad will run for thirty seconds instead of most of our television commercials which are fifteen seconds. This YouTube ad will depict more of the trial of the deodorants by the female and include a longer reaction to really show her misperceptions of the Dove product. Creative Conclusion Overall, we feel this creative strategy will really reach our target and make them think differently about Dove Clinical Strength deodorant. Females ages 18-40 enjoy trying new beauty products because they are low-risk, and they are easily swayed by persuasive commercials. We feel like telling them to “Feel the Truth,” it will really sit in their heads and make them understand that Dove is just as good as Degree, which they may have been using in the past. In turn, this will convince them to pick up Dove the next time they are at the store and ultimately realize what a great product it truly is.

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Media Plan

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MEDIA PLAN OVERVIEW In order to reach our target frequency, we have used the Ostrow Model (Media Appendix 8). After adding the benchmark frequency, we have found that the target frequency for this campaign will be 3. For this campaign, a pulsing schedule will be adopted. There will be a heavy up in reach and frequency during months that will have a higher demand in Clinical Protection deodorant/antiperspirant. Deodorant is a product that is constantly being used and purchased, therefore advertising more at times will have an increase in demand which will be effective in increasing awareness, hence, sales.

MEDIA PLAN

From November to February, it will have the lowest reach of 51.3 and a frequency of 3.1. Since it will be entering winter, there will be a lesser demand for deodorants as people sweat less. These four months will also have the lowest frequency in mediums such as Net Cable-L Fringe (20 times), National Syndication (5 times) and Magazines-Womens (5 times). No GRPs will be placed in Net Cable-Prime, Net TV-E Morning and Daytime since both the

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reach and frequency will be low. The frequency is also at the lowest during these months, at 160 per month. During this time, each month will generate a CPP of 3278 and CPM of $5.43. The reach will increase to 57 and the frequency will be 3.0 in March, April, September and October as the weather is still a bit warm, hence, an increase in demand for deodorants. These are the months where the whole campaign begins, therefore, the reach and frequency should not be at its lowest in order to generate awareness. These four months will have the lowest frequency in mediums such as Net TV-E Morning (1 times) and Daytime (2 times), Net Cable-Daytime (82 times) and E Fringe (29 times). The frequency for general interest magazines will also be at its lowest (2 times) since the focus is to reach the campaign’s primary target audience in the beginning of the campaign. During these months, they will generate 3749 CPP, $6.21 CPM and with 168 GRPs per month. The reach will increase to 63.1 and frequency will rise to 4 in May and August where there will be a continual increase in demand. These months will have the second highest frequencies in mediums such as Net Cable-Daytime (120 times), L Fringe (40 times) and E Fringe (65 times),and in Magazines-Women (6 times). One less medium will be used while other mediums will have a high frequency because it is when the demand for deodorants will almost reach its peak, the campaign will then be focusing to increase exposure for our target audiences in awareness. During these months the GRPs will be increased to 251 per month for continual growth in exposure of advertisements. However, the CPP and CPM will be decreased to 3495 and $5.79 per month. Lastly, in June and July, it will have the highest reach of 71.1 and a frequency 5.2 per month. These are the months that are going to have the hottest weather, consumers will start to prepare for the warm weather, hence, a heightened demand. All mediums will have the highest reach except for National Syndication and Magazines-General Interest. These months will be focusing on reaching females and the primary target audiences instead of the general population, thus, they will have the highest frequencies, ensuring a high exposure rate. In order to increase exposure of Dove Clinical Protection advertisements, a higher average frequency will be used during the time when consumers are making purchase decisions. Therefore, these months will have GRPs of 366, 3468 of CPP and $5.75 of CPM. As exposure increases, the awareness will also increase since it will remind consumers of other Dove products. Overall, the reach and frequency displayed through the media plan were very close to the initial target reach and frequency that was set for each month with the given budget (Appendix 9).

MEDIA STRATEGY For our media strategy, we have decided to use television, magazines and digital as our media vehicles. For television, we decided to use Net TV, Net Cable, and National Syndication. We chose these vehicles because they were the areas that fit our budget, as

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well as our reach and frequency needs for this campaign. We really wanted to increase our frequency as this is something that needs to be done in order to change the target perceptions of a product. With this in mind, we decided to really increase our frequency on Net Cable during the Daytime. We feel like a large majority of our target includes college students and stay-at-home moms who will likely be able to watch daytime television. This is why we chose to have the frequency between 82 and 144 on this medium. This is the same pattern that we used for our other mediums, in areas where those who don’t see daytime TV are likely to be exposed to our ad. We kept our frequency lower in the winter months and really ramped it up in the summer months when it gets warmer and more women are concerned with sweating. As far as other media, we also decided to use magazines. We have chosen both women’s and general interest magazines. We will be aiming for a frequency of 2-5 in general interest issues and 5-8 in women’s magazines. This will help those who don’t watch television or don’t have cable and prefer to read, see our ads. The last medium is digital, in which we anticipate will be our most popular and get us the most exposure. Today, people are constantly on their phones whether it’s walking on their morning commute, at their school/work or while lying in bed. Digital is the new medium that everyone is gravitating towards and that has the ability to reach everyone at any time of the day. Our media goal is to have a frequency of 3-5.2 and a reach of 51.3-71.1 while maintaining our budget of $10 million. Our plan supports these goals by having a contingency plan in effect while also having budget allocations written out from Media Flight Plan for each month of the campaign.

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Campaign Evaluation

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In order to evaluate the success of the campaign, several methods will be adopted to tell how effective the campaign is in meeting the objectives. The core of this campaign is to raise the awareness level for Dove Clinical Protection deodorant/antiperspirants from 19% to 74% by the end of the year-long campaign which begins on March 1st, 2017. According to our campaign timeline, there are three benchmarks throughout the year. To ensure the campaign is performing as expected and reaching the set benchmarks, measurements will be taken at the end of each quarter.

METHODS The first method will be to use a top-of-mind awareness survey. The survey will be distributed to the female population, especially the primary target audience, females ages 18-44. The survey will ask the target audiences which brand first comes to mind when they think of Clinical Protection deodorant/antiperspirants, with the awareness level measured at the end of each quarter. The benchmark for the end of Q1 is 32%, 46% for the end of Q2 and 64% for the end of Q4. A contingency plan will be adopted if the actual level of awareness level is either 5 percent higher or lower than the set benchmark. Although the objective is to raise awareness, knowing the sale volume of Dove Clinical Protection deodorant/antiperspirants is also important in determining how effective the campaign is at changing the consumer’s behavior; to make them purchase more Dove Clinical Protection. The final method is to measure social media buzz. Social media buzz will be measured on several social media platforms since the campaign will involve several platforms such as Facebook, Twitter and Instagram. The amount of posts and likes related to the Clinical Protection products will be monitored as a reference of awareness. The buzz will also tell us how many people actually read the content and interacted with the brand on social media. Using a combination of these methods, we will be able to tell how successful the campaign is at accomplishing the objectives for this campaign.

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References

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Adler, R. (2015, October 15). The 50 best Beauty Blogs famous bloggers. Style Caster. Retrieved from http://stylecaster.com/beauty-high/beauty-blogs/ Brenda. (2012, September 22). Product Review: Trader Joe’s Unscented Deodorant with Cotton. [Blog Post] Retrieved from http://abottleofbeerandacookbook.blogspot. com/2012/09/product-review-trader-joes-unscented.html Byron, E. (2011, March 30). Unilever Tackles the Ugly Underarm. The Wall Street Journal. Retrieved from http://www.wsj.com/articles/SB10001424052748703696704576223 112705412404 Burt’s Bees. (2015). Product Search Results- Deodorant. Retrieved from http://www.burtsbees. com/on/demandware.store/Sites-burtsbees-Site/default/Search-Show?q=deodorant CBS News. (2007, May 3). Determining Your Advertising Objectives. CBS Money Watch. Retrieved from http://www.cbsnews.com/news/determining-your-advertising-objectives/ CIA. (n.d.). United States. The World Fact Book. Retrieved from https://www.cia.gov/library/publications/resources/the-world-factbook/geos/us.html Consumersearch. (2013, October). Hyperhidrosis is best treated by a doctor. Retrieved from http://www.consumersearch.com/deodorant/medical-procedures Cosmetics Info. (2015). Antiperspirants & Deodorants. Retrieved from http://www.cosmeticsinfo.org/antiperspirants-deodorants Drugstore.com. (n.d.). Mitchum for Women Clinical Anti-Perspirant & Deodorant Soft Solid, Powder Fresh. Retrieved from http://www.drugstore.com/products/prod.asp?pid=5185 16&catid=183896&aid=339081&aparam=518516&kpid=518516&CAWELAID=120142990000188225 Edmonds, M. (n.d.). Are “clinical strength” antiperspirants really any stronger?. How Stuff Works Health. Retrieved from http://health.howstuffworks.com/skin-care/underarm-care/tips/clinical-strength-antiperspirant.htm Euromonitor International. (2015, May). Deodorants in the US. Retrieved from Euromonitor Passport database. Euromonitor International. (2012, June 2). Deodorants Undergo a Makeover. Retrieved from Euromonitor Passport database. Euromonitor International. (2015, July 7). Consumer Lifestyles in the US. Retrieved from Euromonitor Passport database.

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Experian Simmons (2014). Fall 2012 NHCS Adult Study 12 Month. Retrieved from Simmons OneView Database. FDA. (2014, April 4). Summary of Labeling Requirements. Retrieved from http://www.fda.gov/Cosmetics/Labeling/Regulations/ucm126438.htm Facebook. (2015, May 13). Dove. Retrieved from https://www.facebook.com/DoveUS?brand_redir=21435141328 iSpot.tv. (n.d.) Secret Clinical Strength Deodorant TV Commercial, 'A Fearless Firefighter'. [Video File]. Retrieved from http://www.ispot.tv/ad/7afj/secret-clinical-strength-deodorant-a-fearless-firefighter iSpot.tv. (n.d.) Degree Clinical Protection TV Commercial, 'Important Moments' . [Video File]. Retrieved from http://www.ispot.tv/ad/71Qo/degree-clinical-protection- important-moments Jason. (n.d.). Fragrance Free Deodorant Stick. Retrieved from http://www.jason-personalcare.com/product/fragrance-free-deodorant Kantar Media.(2015). 2013-2015 [Data]. Retrieved September 14, 2015 from Ad$pender database. Mahobia, H. (2015). Arimount Deodorant Strategies. Brainmass. Retrieved from https://brainmass.com/business/marketing/arimount-deodorant-strategies-568061 Mediabistro. (n.d.). 50 Years of Dove: The Story of a Brand (1955-2005). Retrieved from https://www.mediabistro.com/portfolios/samples_files/9bJKVI0M6lMEDNp8z8hOlCQTt.pdf Moss, L. (2015, July 16). 5 deodorant alternatives. mother nature network. Retrieved from http://www.mnn.com/lifestyle/natural-beauty-fashion/stories/5-deodorant-alternatives Mintel Group Ltd. (2014, January). Deodorants and Antiperspirants - US. Retrieved from Mintel Reports database. Newman, A.D. (2009, February 16). If You’re Nervous, Deodorant Makers Have a Product for You. The New York Times. Retrieved from http://www.nytimes.com/2009/02/17/business/media/17adco.html?_r=1 Product Life Cycle Stages. (2015). Retrieved from http://productlifecyclestages.com/ PETA. (2015). Mitchum Deodorant (Revlon). Retrieved from http://features.peta.org/cruelty-free-company-search/cruelty_free_companies_company.aspx?Com_Id=2702&Donottest=-1&Product=0&Dotest=4&RegChange=-1&Country=-1&Keyword PETA. (2015). Cruelty-Free Companies by Product Type: Products: Deodorant. Retrieved from http://features.peta.org/cruelty-free-company-search/cruelty_free_companies_search.as px?Donottest=-1&Product=Sub_11&Dotest=-1&Regchange=-1&Country=-1&Keyword=

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Personal Care Products Council. (2015). Advertising Law. Retrieved from http://www.personalcarecouncil.org/advertising-law P&G. (2015). What is Clinical Strength and How Can it Help?. Secret. Retrieved from http://secret.com/en-us/excessive-sweating/what-is-clinical-strength-and-how-can-it-help Revlon. (2015). Mitchum USA. Retrieved from http://www.mitchum.com/ Smith, A. (2015, April 1). U.S. Smartphone Use in 2015. Pew Research Center. Retrieved from http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ Statista. (n.d.). Dove's advertising spending in the United States from 2010 to 2013. Retrieved from http://www.statista.com/statistics/306742/ad-spend-dove-usa/ Twitter. (2015). Dove. Retrieved from https://twitter.com/Dove Unilever. (2015). Dove Overview. Unilever USA. Retrieved from http://www.unileverusa.com/brands-in-action/detail/Dove-/298217/ Unilever. (2015). Degree Overview. Unilever USA. Retrieved from http://www.unileverusa.com/brands-in-action/detail/Degree-/298216/ Unilever. (2015). Dove Science. Dove. Retrieved from http://www.dove.us/Tips-Topics-And-Tools/Dove-Science/default.aspx Unilever. (2015). Girls Self Esteem. Dove. Retrieved from http://www.dove.us/Our-Mission/Girls-Self-Esteem/default.aspx Unilever. (2015). Real Beauty. Dove. Retrieved from http://www.dove.us/Our-Mission/Real-Beauty/default.aspx Walczak, L. (2012). Deodorants: Does A Clinical Strength Antiperspirant Really Work The Best?. Beauty Tips and Personal Care. Retrieved from http://beauty.thefuntimesguide.com/2008/08/clinical_strength_deodorant.php Watson, S. (2011, June 1). Antiperspirant Safety: Should You Sweat It?. WebMD. Retrieved from http://www.webmd.com/skin-problems-and-treatments/features/antiperspirant-facts-safety WebMD. (n.d.). Drysol Dab-O-Matic Topical. Retrieved from http://www.webmd.com/drugs/2/drug-9891/drysol-top/details

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Appendices

54

MEDIA APPENDIX Appendix 1: Past Media Spending for Various Deodorant Brands

55

56

Appendix 2: Total DEODORANTS & ANTI-

PERSPIRANTS - USE?: YES

DEODORANTS/ANTI-PERSPIRANTS - BRANDS

MO: DOVE

DEODORANTS/ANTI-PERSPIRANTS-BRANDS

ALSO: DOVE

Sample 6980 6479 1331 226 Weighted(000) 119323 111463 21799 4002 Total Vertical % 100.0% 100.0% 100.0% 100.0% Horizontal % 100.0% 93.4% 18.3% 3.4% Index 100 100 100 100 Total % 100.0% 93.4% 18.3% 3.4%

05

10152025303540

18-24 25-34 35-44 45-54 55-64 65+

% o

f Res

pond

ents

Age

Female Deodorant User Demographics

Deodorant Users

Mostly Uses Dove

Also Uses Dove

57

Appendix 3: Complete List of SWOT Strength: Damage Benefit Cost Time Total

1. Well recignized brand 3 1 1 5

2. Unilever brand 1 1 1 3

3. Committed to helping all women realize their personal beauty 2 1 1 4

4. First beauty bar launched in 1957 1 1 1 3

5. Has many products and lines 1 1 1 3

6. Created a Men’s line (Dove Men+Care) in 2010 1 1 1 3

7. Launched Real Beauty Campaign in 2004 2 1 1 4

8. Launched Movement for Self-Esteem in 2010 2 1 1 4

9. Supports Girl Scouts and various children clubs 1 1 1 3

10. Supports Girls and Boys Clubs of America 1 1 1 3

11. Dove has reached over 14 million girls 2 1 1 4

12. Dove have won numerous beauty awards 1 1 1 3

13. One of the top beauty brands 2 1 1 4

14. Ooffers 6 different varities of Clinical Protection deodorant/antiperspirant 3 2 1 6

15. They have a standard version (Clinical Protection deodorant) 2 1 1 4

16. The standard version comes in two scents – Original Clean and Cool Essentials 2 2 1 5

17. Cool essentials- strongest protection in this sent 1 1 1 3

18. Original Clean- strongest protection in this scent 1 1 1 3

19. Clinical Protection Deodorant/Antiperspirant comes in four styles 2 2 1 5

20. Four varities: Powder Soft, Skin Renew, Revive and Soothing Chamomile 2 2 1 5

21. All deodorants have strength wetness protection 2 2 1 5

22. Powder Scent – Soft, Smooth and a clean Powder Scent 2 2 1 5

23. Skin Review – Reduces underarm circles 2 2 1 5

24. Revive – Fresh and eliminates strong odors 2 2 1 5

25. Soothing Chamomile – Soothes underarm skin irritation 2 2 1 5

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26. All tested against leading prescription products with 6.25% aluminum chloride 2 2 1 5

27. Dove deodorant is distributed all across the country 2 2 2 6

28. 1.7 OZ 2 1 2 5

29. $ 7.10 2 1 2 5

30. Smooth Solid 1 1 1 3

31. All-day protection 2 1 3 6

32. All Clinical Protection prodcuts provide refreshing scents 1 3 2 6

33. In coportates ordor-fighting technology 2 1 3 6

34. No aluminimun chloride 2 2 1 5

35. No alcohol contents 2 2 1 5

36. “#1 dermatologist recommended deodorant brand for skin care”

3 3 1 7

37. Soothes and conditions skin with Dove ¼ moisturizers 3 3 1 7

38. Second in brand share 2 2 2 6

39. Dove beauty campaign is well established 3 2 2 7

40. Spend the most on media and promotion as a brand 2 2 2 6

41. Constant internet promotion on Dove deodorants 2 2 2 6

42. Best deal compared to competitors 2 1 2 5

43. Most cost effective per ounce compared to all-natural products

2 2 2 6

44. Dove Clinical Protection products are in the growth stage 2 2 1 5

45. No aluminimun chloride 2 2 1 5

46. No alcohol contents 2 2 1 5

47. Beauty Meets Strength campaign for Clinical Protection prodcuts in 2010

2 2 2 6

48. Deodorant and antiperspirant/deodorant in the same line- with different ingredients and for different uses

3 3 3 9

49. Dove has created high social media buzz 3 1 2 6

Weakness: Damage Benefit Cost Time Total

1. Beauty Campaign only geared towards women 1 1 2 4

59

2. The aluminum ingredient in these strong deodorants can sometimes cause skin irritation and discomfort 2 3 3 8

3. Stops the sweat by plugging the pores 2 3 3 8

4. ClinicalPprotection deodorant costs twice the price of regular deodorant 2 1 2 5

5. No specific spending on Clinical Protection prodcuts 2 2 2 6

6. No cable TV advertisments for Clinical Protection line 2 2 2 6

7. No spot TV advertisements for Clinical Protection line 2 2 2 6

8. No magazine advertisements for Clinical Protection line 2 2 2 6

9. Does animal testing 3 1 1 5

10. Lack of promotion on Dove Clinical Protection line 3 3 3 9

11. Not product leader in clinical strength deodorants 2 2 3 7

12. Lack of awareness for Dove Clinical Protection line 2 2 3 7

Opportunities: Damage Benefit Cost Time Total

1. Only 2% of women around the world would describe themselves as beautiful. 2 1 3 6

2. Dove would like to reach 15 million girls by 2015 1 2 2 5

3. Clinical Protection deodorants are the strongest protection without having doctor’s prescription

2 1 3 6

4. Clinical protection deodorant is still a fairly new concept 2 3 3 8

5. Many people see sweating as a bad/embarrassing thing – nervousness or unfit 2 2 2 6

6. Excessive sweating only seen as acceptable when working out 1 1 2 4

7. About 25% of consumers consider themselves excessive sweaters 3 3 3 9

8. Certain situations increases the needs to purchase clinical strength

2 2 1 5

9. Hard white stick deodorants are in the declining stage 2 1 1 4

10. Increased awareness of personal hygiene 3 1 3 7

11. Increased needs for deodorants/ antiperspirants 3 2 2 7

12. Constant need of feeling clean and refreshed 3 2 2 7

13. Desire for product that hold up in social situations 3 1 3 7

60

14. High brand loyalty for older users

2 2 2 6

15. Younger consumers likely to pay more for clinical strength deodorants

3 2 2 7

16. Large female deodorant user population 3 2 3 8

17. High online presence consumers 3 2 3 8

18. Large smartphone population 2 2 2 6

19. Easy access to social media platforms for consumers 2 2 3 7

20. Improved economic environment leads to an increased disposable income

3 2 1 6

21. Attention for contents with a higher social media buzz 3 1 3 7

22. Trend follower cosumers 2 1 1 4

23. Female consumers with online presence researches about the brands of products before purchase

3 2 3 8

Threat: Damage Benefit Cost Time Total

1. Several competitors with similar products 2 1 3 6

2. Not much brand loyalty when it comes to deodorants 1 2 2 5

3. Pricing of all clinical strength deodorants are in the same range 1 3 2 6

4. Secret was the first brand to offer a clinical strength deodorant in 2007 1 1 1 3

5. Secret Clinical Strengthline have ten varities 2 1 3 6

6. Older women may be loyal to the brand of deodorant that they have always used and unwilling to switch 2 2 3 7

7. Daughters may grow up using the deodorant that their mom used and be unwilling to switch brands 3 1 3 7

8. Active ingredients 1 1 1 3

9. Other ingredients 1 1 1 3

10. Concern of antiperspirants increases the possibility of cancer

2 1 3 6

11. Organizations and activists publicizing not to purchase animal testing brands

2 1 3 6

12. Consumers’ concerns for fair treatments for animals 2 1 3 6

13. Increased difficulty of managing and controlling media contents about the brand

2 1 3 6

14. Regulations for deceptive and misleading advertising 1 2 1 4

15. Lack of understand in clinical strength products 3 3 3 9

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16. Degree offers Clinical Protection with MotionSENSE™ technology- Six varities

2 1 3 6

17. Mitchum offers product wirth Clinical Oxygen Odor Control Technology™

2 1 3 6

Appendix 4: Survey 1 Content

Appendix 5: Survey 1 Results Q1: What brands come to mind when you think of deodorant? (Please list all that apply)

62

Suave Secret Dove Degree Teen Spirit

Tom’s

Old Spice Axe Ban Mitchum

IIIIIIII (8)

IIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIII (40)

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII (36)

IIIIIIIIIIIIIIIIIII (19)

IIII (4)

II (2)

IIIIIIIIIIIIIIIIIII (19)

IIIIIIIIIIIIIIII (16)

III (3)

IIIIII (6)

Speed Stick

Nivea Arm & Hammer

Right Guard

Sure Every Man Jack

Brickell Bourjois Always

IIIII (5) I (1) I (1) I (1) I (1) I (1) I (1) I (1) I (1)

Q2: What characteristics do you look for in a deodorant? (Please list all that apply)

Smells good/Odor Protection (42) IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII Doesn’t leave residue (21) IIIIIIIIIIIIIIIIIIIII Anti-sweat/Antiperspirant (15) IIIIIIIIIIIIIII Long Lasting (15) IIIIIIIIIIIIIII Texture (Powder, Gel) (5) IIIII Dry (4) IIII Application (Roll On, Stick) (4) IIII Affordable (2) II Doesn’t irritate skin (2) II Least Amount of Harmful Ingredients (2) II Effectiveness (2) II Traditional (1) I Previous Purchase/Past Experience (1) I

Q3: What deodorant are you currently using?

Suave (1) I Secret (20) IIIIIIIIIIIIIIIIIIII Arm & Hammer (1) I Dove Skin Renew (1) I Degree (10) IIIIIIIIII Ban (1) I Red Door Roll-On (1) I Mennen (1) I Axe (1) I Tom’s (1) I Mitchum (1) I Always (1) I Old Spice (2) II Dove (15) IIIIIIIIIIIIIII Secret Clinical Strength (1) I

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Q4: Have you ever used a Clinical Strength deodorant (purchased over the counter NOT provided by a doctor)?

Yes 22 (38.60%)

No 35 (61.40%)

I haven’t, but I plan to in the future 0 (0%)

Q5: Please list your age in years

17 19 20 21 22 23 24 28 II (2) IIIIII (6) IIIIIIIIIIIIIIIIII (18) IIIIIIII (8) IIII (4) II (2) I (1)

29 30 31 32 33 35 51 52 54 63 65 I (1) II (2) I (1) I (1) I (1) I (1) II (2) II (2) I

(1) II (2) I (1)

Q6: What is your gender?

Male 6 (10.53%)

Female 51 (89.47%)

64

Appendix 6: Survey 2 Content

65

Appendix 7: Survey 2 Results Q1-Q4: Please rate ___________ deodorant on a scale of 1 to 10 according to how well you believe it performs in the following areas *Results shown in score average

Q1: SECRET

Smell 7.61

Doesn’t leave residue 6.18

Prevents sweating 6.09

Long-lasting 6.43

Texture 6.89

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Q2: DOVE

Smell 7.66

Doesn’t leave residue 6.64

Prevents sweating 6.64

Long-lasting 6.73

Texture 7.25

Q3: DEGREE

Smell 8.09

Doesn’t leave residue 8.00

Prevents sweating 8.23

Long-lasting 8.32

Texture 8.30

Q4: MITCHUM

Smell 9.82

Doesn’t leave residue 9.80

Prevents sweating 9.93

Long-lasting 10.18

Texture 9.91

Q5: Please rate each characteristic according to its importance when you purchase deodorant *Results shown in score average

Smell 8.57

Doesn’t leave residue 8.16

Prevents sweating 8.82

Long-lasting 8.70

Texture 7.52

67

Q6: How would you rate your “best of breed” deodorant on the following *Results shown in score average

characteristics?

Smell 8.18

Doesn’t leave residue 7.75

Prevents sweating 7.80

Long-lasting 7.80

Texture 7.82

Q7: Do you purchase your own deodorant?

Yes 100% (44 Responses)

Q8: What influences your purchasing decisions?

Smell (17) IIIIIIIIIIIIIIIII Price (12) IIIIIIIIIIII Brand Recognition (8) IIIIIIII Long-lasting (6) IIIIII Antiperspirant (6) IIIIII Dependability (4) IIII Texture (3) III Residue (2) II Packaging (2) II Ingredients (1) I Prior Use (1) I Try Different Kinds (1) I

68

Appendix 8: Ostrow Model

69

Appendix 9: Media Plan Summary

CREATIVE APPENDIX

Appendix 1: Magazine Execution

70

Appendix 2: Television Execution

The commercial will begin introducing the brand, Dove. Dove invited a group of women to test the Dove Clinical Protection product.

The participant agrees to try two different clinical protection deodorants and puts them on.

A time lapse of 5 hours occurs.

The participant returns to the test room. She then describes the attributes she likes from her preferred choice of deodorant. The deodorant brand is unknown to the tester.

The screen will read, Are you ready to reveal the option you favored?

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Appendix 3: Facebook Execution

The tester chooses the option that she preferred and suited all of her attribute needs. It is revealed that Dove Clinical Protection is the preferred choice. The participant is very surprised of the revelation.

The commercial will end with the Dove logo and slogan, Feel the Truth.

72

Appendix 4: Twitter Execution

Appendix 5: Instagram Execution