The document summarizes research conducted on Dove Men+Care's marketing strategy and target audience. It finds that while men are increasingly investing in personal care, Dove has not effectively engaged all age groups or incorporated its full product line in marketing. Secondary research shows 51% of men use women's products. Primary research through surveys and interviews reveals that while 58% find Dove's quality good, only 5% see it as popular, and men feel media representation is outdated or does not reflect them accurately. It recommends Dove focus on personal care benefits for all ages rather than masculinity and relate more to consumers' actual experiences.

1. DOVE MEN+CAREBY TIFFANIE BURT & CHELSEA CANDELARIO

2. INTRODUCTION
▸ We found that Dove Men+Care is missing a marketing strategy to increase
audience participation and profit.
▸ They have competitors in their market who successfully increased their
revenues and viewership based on advertisements.
▸ According to Mintel, the marketing focus for Dove Men+Care is an older
demographic that have reached milestones in their lives and emphasizes
the significance of personal care.
▸ The brand is trying to gain awareness of their products and gain loyalty with
their target audience.
▸ Hypothesis: Dove+ Men Cares should expand their marketing strategy to
incorporate all of their products and engage a broader target audience.

3. SUMMARY OF SECONDARY RESEARCH
▸ Men personal care products
need to “clearly indicate” the
difference between unisex
products and women’s products.
▸ Men are becoming more
invested in their personal care
routines and that less than 15%
of consumers think male-specific
products are a fad.
▸ Brands need to find a way to
stand out amongst their
competitors because 51% of
men surveyed, stated they use
women skin care products.

4. WE CONDUCTED IN-DEPTH INTERVIEWS WITH THREE
MALES AND CREATED A QUALITATIVE SURVEY TO
FURTHER UNDERSTAND MEN AND THEIR PERSONAL
CARE NEEDS.
WE ALSO WANTED TO FIGURE OUT DOVE MEN+CARE’S
COMPETITORS AND THEIR ADVANTAGES/
DISADVANTAGES.
SUMMARY OF
QUALITATIVE
PRIMARY RESEARCH

5. WE CREATED A SURVEY GEARED TOWARDS MEN
BETWEEN 18-65. OVER 20+ PARTICIPANTS TOOK
NINE QUESTIONS TO FURTHER UNDERSTAND THEIR
PERSONAL CARE HABITS, IMPORTANCE OF THE
BRAND & ITS COMPETITORS AND THE BRAND’S
REPRESENTATION IN THE MEDIA.
SUMMARY OF
QUANTITATIVE
PRIMARY RESEARCH

6. “THEY TRY TO PRESENT A
WHOLESOME IMAGE, IN
PARTICULAR WITH ITS ADS
DURING LIVE SPORTING
EVENTS. IT’S A NICE, FEEL-
GOOD CAMPAIGN BUT I’M
STILL PRETTY INDIFFERENT TO
THEM AS A BRAND.”
Male, 18-65
OBSERVATION #1
“100%, BECAUSE OF THE
REPRESENTATION TO ALL
ACROSS THE BOARD, IN
ALL OF THE PRODUCTS.”
Male, 29

7. “NOT AS MUCH AS
IT COULD BE AND
THE QUALITY IS
TERRIBLE. NONE,
TO ME, THAT I
KNOW OF.”
Male, 41
OBSERVATION #2

8. “AXE AND OLD SPICE
USUALLY GENERATE
COMMERCIALS FOR
MALE SCENTS, “TO BE A
MAN” TO USE THIS
PRODUCT. Male, 29
OBSERVATION #3A

9. “MEN USING A
CERTAIN PRODUCT
TO ATTRACT WOMEN,
TOTAL CRAP. IT’S
OLD SCHOOL, NOT
RELATABLE. AND
THAT IS NOT AT ALL
A REPRESENTATION
OF ALL MEN.”
Male, 18-34
OBSERVATION #3B

10. THE RESEARCH SHOWS
▸ Based on secondary research and the studies we conducted, we found that
men are invested in their personal care routines.
▸ According to our study, 58% of men describe Dove Men+Care products to
be good quality. While 16% of men find their products to be very beneficial.
▸ According to Mintel, Dove Men+Care are one of the few male brands striving
to produce products with benefits in skin, body and hair care rather than
creating products to enhance one’s masculinity.
▸ However, our study shows, only 5% of men believed the brand was popular
and old-fashioned.
▸ We found that men believe there’s male representation in the media, but the
media doesn’t represent them correctly.

11. 1. DOVE SHOULD CONTINUE TO FOCUS ON THE FUNCTIONAL BENEFITS BUT
INCLUDE MORE RELATIONAL BENEFITS.
2. DOVE SHOULD CREATE A STRONGER MARKETING CAMPAIGN THAT
PROMOTES PERSONAL CARE BENEFITS AND SHOWCASES THEIR TARGET
AUDIENCE OF ALL AGES.
3. DOVE’S MARKETING STRATEGY SHOULD RELATE MORE TO THE CONSUMER
RATHER THAN PLAY ON THE STEREOTYPES OF HOW A MAN SHOULD BE
OUR
RECOMMENDATIONS