Dove aims to market a new deodorant for men called Clean Comfort Deodorant Spray. It will position itself as a product that cares for men's skin while providing underarm protection. Unlike competitors, Dove's product contains moisturizers. It will target young professionals seeking skin care from their deodorant and be priced at 219 PHP. Dove will promote the product through print and TV ads, distribute it nationwide in stores, and emphasize its expertise in skin care to differentiate from competitors.

1. 10 Step Marketing Plan Dove Men+Care Deodorant Alfonso Gabriel A. Vega MDMBA 070016

2. 5 Steps for Part 1: PTM and Positioning Men who care about their skin Desiring more from their product Alternative options in the market (Gillette, Rexona, etc.) Gap: alternative products do not address the need for skin care in men Market size: young professionals who do not have the traditional view of being macho

3. Part 2: Marketing Mix and Strategy Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care Offered in aerosolized packaging instead of stick and roll-on Use of mass media through print and television to make the product known Offered in all major department stores through Unilever’s product line Uses a niche approach to win

4. The Ad

5. Positioning to the PTM: 1-5

6. PTM: Men who care about skin Demographics: age>16 males who are single, married, separated with social classes A-C Lifestyle: modern, on the go and up-to-date, working Culture: men who do not have the traditional image of being macho Behavior: seeking a product that suits their skin care needs

7. PTM’s Needs, Wants, Expectations Desiring more from their product Needs their product to keep them dry all the time Wants the product to be gentle on the skin as well as being effective Expects the product to both deliver in keeping underarms dry and skin care

8. Competitors Direct: Rexona, Gillette, Old Spice, Nivea Indirect: underarm whiteners, Tawas Variables: price, availability, packaging, brand, form, benefits

9. Competitve Position Map Nivea Dove Gillette Tawas Rexona

10. Gap Products in the market do not address the need for skin care in men There is a growing market in men that pay more attention to their skin care needs as compared to before Need for a product that promises protection from sweat and body odor but is gentle to the skin in the process

11. Market Size Company data- not available Competitor’s data- not available Customer’s date- not available

12. Part 2: Marketing Mix (4Ps)

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

14. Promo Print ad found in Men’s Health January 2011 issue TV ad in the process of final editing, yet to be released Uses the brand of Dove, known to be effective in caring for the skin because it is part moisturizer

15. Price 219 Php

16. Place Distributed in all major supermarkets and departments stores nationwide

17. Generic winning strategy Unilever’s main strategy is to sell to the growing market of men who care for their skin and who demand underarm sweat protection The company is banking on the brand name of Dove, that has a history of providing skin care to be able to capture the primary target market

18. Dove Men care: Men, it’s time to come clean Men care more for their skin now as compared to before Various options are available in the market but do not promise the same level of skin care that Dove does Gap that the product seeks to address is that there is a growing population of men who seek products that are gentle to the skin as well as provide the same level of underarm protection that traditional deodorants provide

19. Summary

20. 5 Steps for Part 1: PTM and Positioning Men who care about their skin Desiring more from their product Alternative options in the market (Gillette, Rexona, etc.) Gap: alternative products do not address the need for skin care in men Market size: young professionals who do not have the traditional view of being macho

21. Part 2: Marketing Mix and Strategy Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care Offered in aerosolized packaging instead of stick and roll-on Use of mass media through print and television to make the product known Offered in all major department stores and supermarkets through Unilever’s product line Uses a niche approach to win

22. 10 Step Marketing Plan Dove Men+Care Deodorant Alfonso Gabriel A. Vega MDMBA 070016