Aveeno ppt

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hollyglover89

Health & Medicine Business

Aveeno

Group 8
Nailah Ali
Holly Glover
Laura Larson
Michelle Manikowski
Kyle Snarski

Weaknesses
S
trengths
Active naturals Consumers are
mainly women
AdAge 2010: aged 18-34
#5 in the Top 10
greenest brands

Credibility

Target Rising price of
teenage female ingredients
market
Private label
“Going green” brands
is trendy
Weakened
Global economy
expansion

Opportunities Threats

•Primary Demand
•Direct & Indirect Action

•Changing purchase behavior
•Interest & Desire

Multi-segment Approach

•Immediate Results •Natural Ingredients
•Exotic Fragrances •Anti-aging
•Trendy Products •Long Lasting

Media Strategy

•TV & Magazine
primary vehicles
•Internet secondary
vehicle

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Aveeno ppt

1. Aveeno Group 8 Nailah Ali Holly Glover Laura Larson Michelle Manikowski Kyle Snarski

2. Who uses Aveeno? Natural Beauties

3. Weaknesses S trengths Active naturals Consumers are mainly women AdAge 2010: aged 18-34 #5 in the Top 10 greenest brands Credibility Target Rising price of teenage female ingredients market Private label “Going green” brands is trendy Weakened Global economy expansion Opportunities Threats

4. Brand Challenge …Who’s missing?

5. •Primary Demand •Direct & Indirect Action

6. •Changing purchase behavior •Interest & Desire

7. Where does Aveeno want to go?

8. Multi-segment Approach •Immediate Results •Natural Ingredients •Exotic Fragrances •Anti-aging •Trendy Products •Long Lasting

10. Positioning •Positioning for teenagers vs. 18-34 •Brand Image •High Involvement

11. Media Strategy •TV & Magazine primary vehicles •Internet secondary vehicle