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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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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”
ad