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TV Commercial

…. TV Commercial. 9/9/2014. 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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TV Commercial

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  1. …

  2. TV Commercial 9/9/2014

  3. DAWN Hand Renewal with OLAY Beauty Daniel Brockman, VivekAsija, Kelly Fu

  4. 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

  5. About the Product Pictures are from DAWN website

  6. 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”

  7. 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)

  8. 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

  9. 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!

  10. Product market structure

  11. 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

  12. 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)

  13. 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

  14. 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”

  15. The Marketing Mix

  16. Questions?

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