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…. TV Commercial. 6/7/2014. DAWN Hand Renewal with OLAY Beauty. Daniel Brockman, Vivek Asija , Kelly Fu. Agenda. About DAWN Hand Renewal with OLAY Beauty What do the Ads tell us? External Environment Dish Detergent Market About Dish Detergent Product Market Structure Target Market

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Presentation Transcript

Tv commercial
TV Commercial

6/7/2014


Dawn hand renewal with olay beauty

DAWN Hand Renewal with OLAY Beauty

Daniel Brockman, VivekAsija, Kelly Fu


Agenda
Agenda

  • About DAWN Hand Renewal with OLAY Beauty

  • What do the Ads tell us?

  • External Environment

  • Dish Detergent Market

  • About Dish Detergent

  • Product Market Structure

  • Target Market

  • Competitors’ Messages

  • Marketing Mix


About the product
About the Product

Pictures are from DAWN website


What do the ads tell us
What do the Ads Tell Us?

  • The Target Market

    • Women that wash dishes by hand

  • The Message:

    • “When the forecast calls for winter hands, reach for Dawn... “

    • “So smooth, so soft”

    • “Improves the look and feel of hands in 5 uses”

    • “Goes beyond dishwashing to help your hands seal in moisture while you do the dishes”


External environment
External Environment

  • Recession

    • More people eat at home, more dishes to wash

  • Green Concerns

    • Require Eco-friendly Ingredients

    • Water conservation advocates dishwashing by hand

  • Dishwasher owners are on the rise (1)

Sources: (1) Dishwasher and dishwashing products in the United Stated (http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)


Dish detergent market
Dish Detergent Market

  • A $1.2 billion Market in 2009 (1)

  • Monopolistic Competition

    • Average household serves 6.8 main meals per week (2)

    • 94% of meals are followed by some use of hand dish liquid (2)

      • Even in households with automatic dishwashers

    • 60% of households in USA have an automatic dishwasher (2)

Sources: (1) Dishwasher and dishwashing products in the United Stated (http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)

(2) Kuo-Yann Li, ed., “Liquid Detergents”, CRC Press, 2006


About dish detergent
About Dish Detergent

  • Mature Staple Product Class / Frequent purchase

  • And a Potential Impulse Product

  • Inexpensive / requires little effort

    • Dawn and competitors have similar ingredients

      • Surfactants (Sodium lauryl sulfate, Sodium laureth sulfate)

      • Foaming agents (Dimethyl amine oxide )

      • Viscosity control (Salts)

      • Fragrance, color and other minor ingredients

    • Dawn differentiates with

      • Skin lubricant and softener (Polypropylene glycol)

      • Vitamin E

What does matter are consumer’s perception and shelf position.

Branding and message is important!



Define target market
Define Target Market

P&G targets DAWN at:

  • Women over age 15

  • Any of the following:

    • Has few dishes to wash

    • Choose not to use automatic dishwasher

    • Does the dishes by herself

  • Concerned about personal beauty

  • Somewhat price-insensitive


About target market
About Target Market

  • There are:

    • 137 million women over 15 years old in USA

    • 2.6 Billion women over 15 years old in the world (1)

  • Restless Consumer

    • Women make dish soap choices

    • Women want to try new products

    • Women receptive to coupons free samples (2)

Picture: Picasso, "Three Women", Hermitage, St. Petersburg

Sources: (1) United Nations, http://esa.un.org/unpd/wpp2008

(2) Dishwasher and dishwashing products in the United States (http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)


Dawn dish detergent product line
DAWN Dish Detergent Product Line

  • A Procter & Gamble Company

    • Direct Foam

    • Dawn PLUS with Power Scrubbers

    • Dawn Hand Renewal with Olay Beauty

    • Dawn PLUS Bleach Alternative

    • Dawn PLUS Baking Soda Alternative

    • Dawn PLUS Vinegar Alternative

    • Dawn PLUS Odor Eraser

    • Dawn PLUS OXI

    • Ultra Dawn

    • Pure Essentials Dawn Botanicals

    • Dawn Power Dissolver


Competitors messages
Competitors’ Messages

  • Palmolive

    • “Tough on Grease, Soft on hands”

    • “Fight germs”

    • “Smells Great”

    • “No unnecessary chemicals, no heavy fragrances”

    • “Powerful oxygenated cleaning action leaves your dishes sparking clean”

    • “Formulated for Dry and Sensitive Skin”

  • Greenworks

    • “Natural dishwashing liquid”

  • Ajax

    • “Super Degreaser“

  • Joy

    • “Powerful cleaning”




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