DOVE MEN+CARE DUAL SIDED SHOWER TOOL Annual Kellogg Marketing Competition: STP Presentation (10.31.12)

1. DOVE MEN+CARE DUAL SIDED SHOWER TOOL Annual Kellogg Marketing Competition: STP Presentation (10.31.12) KIM BIASON | JULIE BARNES | MOHAMED KARGBO | IAN THOMPSON | JANET XU team contact: kbiason2014@kellogg.northwestern.edu

2. Objectives & Agenda Share our understanding of the market and review customer insights Outline our marketing goal and the business strategy that will allow us to achieve this goal Walk you through the details of our STP analysis and Media & Promotion Strategy

3. Absolute Market Potential 1,313 Total Kellogg Student Population1 1,236 Population Excluding AKMC Participants2 633 Excluding AKMC Participants Likely TG Mega Mart Attendance3 + JV Attendance4 1313 Notes: 1) Source: Northwestern University; 2) 77 AKMC participants includes 7 executive team members and 70 1st year participants; 3) Assumes 50% of Kellogg participation rate 4) Source: Survey Data; 12% of Kellogg Students live with JVs; 20% JV participation rate = 15 Total JVs

4. Competitive Landscape • Festive, party atmosphere • Special Kellogg event • Opportunity to get free stuff! AKMC TG ENVIRONMENT: PRODUCT TYPES: 1 2 3 Instant Gratification Products Convenience Products Personal Care Products & Other • Includes snacks and candies that can be consumed during TG • Includes cleaning products that consumers may normally purchase anyway and are getting “for free” at TG • Perceived as necessary • Includes Dove Men+Care Shower Tool, Cottonelle Wipes, and A1 Marinade • Perceived as “nice-to-have” products

5. Brand SWOT Analysis INTERNAL STRENGTHS WEAKNESSES • Perceived as premium brand • Specifically designed and branded for the male consumer • Associated with skin care benefits (i.e., “moisture”) • Loofahs perceived as feminine • Kellogg male population not very aware or experienced with Dove Men+Care • Shower tool viewed as a “nice-to-have” purchase POSTIVE NEGATIVE THREATS OPPORTUNITIES • Majority of Kellogg student body is male • Competing products are less durable • Durability is seen as more valuable • Other products can deliver “instantaneous gratification” at TG • Significant competition likely for share of voice with male consumers EXTERNAL

6. Marketing Goals Our Mission Sell out of the Dove Men+Care Shower Tool by stealing share of TG sales from “instant gratification products” Bottom-line Goal Generate $1000 in profit ($2 contribution / unit, 500 units) Behavioral Goal Steal share from competitors by driving target consumers to choose Dove Men+Care Shower Tool over products that deliver short-term benefits Attitudinal Goal • Convince target consumers that Dove Men+Care Shower Tool can generate long-term value because it delivers a more effective showering experience vs. “girly” loofahs

7. Brand Strategy: Market Segmentation TARGET SEGMENT In and Out Experienced Stocking Stuffer • 37% of total population (~235 potential customers) • AvgAge: 26-29 • Single : 43% • Play Sports: 43% • Values speed more than the average user • Cares a lot less about exfoliation and soft skin than the user • Uses either bar soap or liquid body wash with equal probability • 22% of total population (~140 potential customers) • Avg Age: 26-29 • Single: 53% • Play Sports: 57% • Play Sports: • More likely to use loofah-like shower tool • 41% of total population (~260 potential customers) • Avg Age: 26-29 • Single : 59% • Play Sports : 15% • Exercise: 90% • Overwhelming majority uses a loofah with body wash • “Heads of household” making majority of purchasing decisions* Target Conversion: 75% + Target Conversion: 85% + Target Conversion: 40% X 1.25 Purchase Factor1 = 500 PURCHASES *http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them Assume that 25% of our customers decide to purchase an extra shower tool as a gift Source: Survey Data for statistics

8. Brand Strategy: Our Target Customer Justin Smith Likes Justin Smith Kellogg School of Management Cross Fit Evanston Worked at Accenture Studied at Kellogg School of Management Lives in Evanston, IL From Chicago, IL Ohio State Buckeyes Beer Relationship Status: Single Justin Smith Can’t wait for Skyfall to hit the US! Even I think Daniel Craig is sexy… The Simpsons

9. Brand Strategy: Our Positioning *Survey data Positioning Statement • To male Kellogg students who do not use any shower tools, Dove Men+Care Shower Tool is the manly man’s loofah that will provide value long after TG by improving your shower experience, in terms of cleanliness and efficiency • Frame of Reference: • Loofah • Point of Difference • Provides long-term benefits by improving shower experience, in terms of cleanliness and efficiency, without being feminine • Rationale* • More men do not use loofahs • 62% versus 38% respondents • Men care most about Cleanliness and Convenience when showering • Mean scores of 4.53 and 3.86 out of 5 respectively • Men perceive loofahs to be feminine • “…poofy and girly” • “…because they’re all puffy and stuff. They look like flowers.” • “They’re usually pink or some other girly color.”

10. Media & Promotion Strategy MATCHING MOMENT • Focus on target segment • Postings in men’s restrooms • Tailored Facebook site with multi-media • Communicate at relevant times • Mass email blast to coincide with peak showering time (will include links to digital assets) MINDSET MONOPOLY • Cut through the noise of the AKMC • Lunchtime guerilla marketing to enable 1-on-1 interactions with target consumers • “Own Eyeballs in the Atrium” by focusing on scarce promo opportunities in this space (e.g., balcony, pillar, table tents) • Create an emotional connection with potential customers • Campaign that humorously plays on men’s aversion to loofahs • Incorporation of Kellogg specific attitudes and beliefs (e.g., FOMO, atrium effect) Note: List of tactics is not exhaustive Strategy: Build awareness of the Dove Men+Care Shower Tool among male consumers, focusing on target segment; increase frequency leading up to TG to put product “top of mind”