1 / 4

US launch case

US launch case. ICP case excercice : US Launch of Dove Men care. BRAND FUNDAMENTALS. BUSINESS OPPORTUNITY. Brand Point of view: Beauty isn’t about stereotypes but comes in all sorts of shapes.

lida
Download Presentation

US launch case

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. US launch case

  2. ICP case excercice : US Launch of Dove Men care • BRAND FUNDAMENTALS • BUSINESS OPPORTUNITY Brand Point of view: Beauty isn’t about stereotypes but comes in all sorts of shapes BUSINESS Objective & Marketing Challenge: Successfully export the Dove Franchise to Men care, an already crowed category Brand Idea: Real Beauty Brand Personality & Values: Simple, natural, honest Growth TARGET: Mature men, current Brand switchers, shopping in Supermarkets, not recognizing themselves in the stereotypes conveyed by Media CONNECTION STRATEGY • Connection tasks: Communication Objective: Get men to consider trying Men+Care by establishing it as the 1st brand to truly understand them. • ZMOTH : Leverage their centers of interest to build • awareness & emotional engagement fast • - FMOTH : Ensure visibility & attractiveness • SMOTH : Educate them on usage & men care tips • 3MOTH : Boost advocacy Consumer Truth: In a world were men’s role are more complex and less clearly defined, it takes time and experience for a man to be comfortable with oneself Answer: Only Men+Care helps men feels as comfortable in their skin as they are with their life Proof: Superior skin care products & tips designed for today’s REAL men. Desired Target Response: I feel comfortable trying Dove + Men

  3. ICP case excercice : US Launch of Dove Men care • BRAND FUNDAMENTALS • BUSINESS OPPORTUNITY Brand Point of view: You are more beautiful than you think BUSINESS Objective & Marketing Challenge: Successfully export the Dove Franchise to Men care, an already crowed category Brand Idea: Real Beauty Brand Personality & Values: Simple, natural, honest Growth TARGET: Mature men, current Brand switchers, shopping in Supermarkets, not recognizing themselves in the stereotypes conveyed by Media CONNECTION STRATEGY • Connection tasks: Communication Objective: Get men to consider trying Men+Care by establishing it as the 1st brand to truly understand them. • ZMOTH : Leverage their centers of interest to build • awareness & emotional engagement fast • - FMOTH : Ensure visibility & attractiveness • SMOTH : Educate them on usage & men care tips • 3MOTH : Boost advocacy Consumer Truth: In a world were men’s role are more complex and less clearly defined, it takes time and experience for a man to be comfortable with oneself Answer: Only Men+Care helps men feels as comfortable in their skin as they are with their life Proof: Superior skin care products & tips designed for today’s REAL men. Desired Target Response: I feel comfortable trying Dove + Men Timing: Tomorrow 2 pm – ICP idea + Keep touch-points executions Production & media budgets : 1M $ All included – 6 M $ media + 1M€ content Communication Ownables: To be created Dove : Agency: Media KPIs: Maximize reach in 2 1st week launch, Ensure qualitative repeat , drive trafic to digital content 4

More Related