Dove leave on - Integrated Communications Plan An Le K.
Dove wants to launch a new leave-on hair serum spray product in Vietnam. The document outlines an integrated communications plan to introduce the product and promote self-esteem and confidence among Vietnamese women. The plan has three phases and utilizes viral video clips, a community page, digital channels, public relations articles, a television commercial, and activations like events and contests to convey the message of unleashing one's real self. The goal is to boost self-esteem by sharing stories of confident women who care about their families and appearance.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
Coca-Cola is launching its flagship Coca-Cola product in eco-friendly tetra pack packaging to promote sustainability and rebuild its reputation. Its target audience includes teens, youth, and adults in urban areas. Its marketing objectives are to promote and reposition Coca-Cola as an environmentally conscious brand. Its integrated marketing communications plan includes digital advertising on YouTube, Facebook, and Instagram as well as influencer marketing. It will evaluate the campaign's success based on sales increases, customer loyalty, brand equity growth, and increased product awareness.
Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Pantene is currently the market leader in premium hair care products in India but faces stagnating market growth and falling market share. Its objectives are to increase market share and be seen as the top hair care brand. It plans to achieve this through new product formulations with revolutionary results and more interactive marketing strategies. The target audience is proposed to expand to both females and males seeking to look younger through healthy hair. Pantene will position itself as the "Spring of Life" and leverage the 4Ps of marketing with a new product line, competitive pricing, wide availability and promotional activities including TV, radio and digital advertising.
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
Dove leave on - Integrated Communications Plan An Le K.
Dove wants to launch a new leave-on hair serum spray product in Vietnam. The document outlines an integrated communications plan to introduce the product and promote self-esteem and confidence among Vietnamese women. The plan has three phases and utilizes viral video clips, a community page, digital channels, public relations articles, a television commercial, and activations like events and contests to convey the message of unleashing one's real self. The goal is to boost self-esteem by sharing stories of confident women who care about their families and appearance.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
Coca-Cola is launching its flagship Coca-Cola product in eco-friendly tetra pack packaging to promote sustainability and rebuild its reputation. Its target audience includes teens, youth, and adults in urban areas. Its marketing objectives are to promote and reposition Coca-Cola as an environmentally conscious brand. Its integrated marketing communications plan includes digital advertising on YouTube, Facebook, and Instagram as well as influencer marketing. It will evaluate the campaign's success based on sales increases, customer loyalty, brand equity growth, and increased product awareness.
Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Pantene is currently the market leader in premium hair care products in India but faces stagnating market growth and falling market share. Its objectives are to increase market share and be seen as the top hair care brand. It plans to achieve this through new product formulations with revolutionary results and more interactive marketing strategies. The target audience is proposed to expand to both females and males seeking to look younger through healthy hair. Pantene will position itself as the "Spring of Life" and leverage the 4Ps of marketing with a new product line, competitive pricing, wide availability and promotional activities including TV, radio and digital advertising.
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
This document provides a strategic brand management presentation for Nivea. It includes sections on the brand inventory, introduction, history, brand elements, marketing program including products, price, promotions, and brand exploratory research. Qualitative research in the form of free association, questionnaires, and knowledge structure is also presented. The document concludes with developing an effective integrated marketing communications plan.
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
The document outlines MAC Cosmetics plans to launch a new app that allows users to virtually try on makeup. It will include features like shade-matching for foundation and concealer. MAC also plans two brand initiatives to promote art and artists: a global art contest with prizes including limited edition packaging designs, and promoting the winning design on real packaging for a limited time. The budget for app development is $50,000-$100,000 and $15,000 is allocated for marketing each initiative.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
This document provides a marketing plan for L'Oreal's new "Double Effect eye makeup cleaner". L'Oreal is a large international cosmetics company known for brands like L'Oreal Paris, Maybelline, and Lancome. The new eye makeup cleaner product aims to meet the need for an effective eye makeup remover, as dark eye makeup has become increasingly popular but can be difficult to fully remove. The marketing plan analyzes the target market, competitors, and recommends focusing initial sales in Europe, America, and Asia.
This document provides a marketing plan for Nivea Sun Lotion in Pakistan. It begins with a TOWS analysis that identifies opportunities to increase sales of Nivea men's products to women. A SWOT analysis finds strengths in brand recognition but weaknesses in focusing mainly on women's products. The plan proposes targeting major cities in Pakistan and segmenting based on age, gender, and location. Celebrity endorsements and sponsorship of sports teams are suggested. The future of sunscreen in Pakistan is promising due to climate conditions.
NIVEA identifies different consumer segments in the sun care market based on factors like attitudes, skin type, and usage occasion. It divides the market into segments like "Concerned Consumers" who prioritize protection and "Naive Beauty Conscious" consumers who want luxurious products. NIVEA's brand strategy is to make sun care simple and educate consumers about safer tanning through product innovation like sprays for easy application and children's products with colors and increased water resistance. The goal is to closely meet the needs of different consumer segments.
L'Oreal is the world's largest cosmetics company. It owns 500 brands and has 6 R&D centers worldwide including one in India. L'Oreal controls 39% of the market share compared to 22% for Revlon and 18% for Oriflame. L'Oreal's new hair spa shampoo aims to provide hair spa treatment results without chemicals. It will use a double channel strategy and promotions through television, radio, print, digital and social media. Market share and sales forecasts will be calculated using the Bass diffusion model and Fishbein model to determine attribute importance. Marketing strategies will focus on consumer engagement through influencers, salon partnerships and apps.
The document provides a marketing plan for Pond's face wash. It includes a market and competitor analysis, objectives to gain 35% market share by 2020, and a strategy to position Pond's as a gentle yet effective face wash. Key tactics include line extensions, penetration pricing, promotions through colleges/malls, and a budget that aims to convert 40% of the target segment to purchasers.
This document summarizes information about the hair care brand Pantene Pro-V. It discusses that Pantene was developed in 1940 by Swiss company Hoffman-La Roche, was acquired by Procter & Gamble in 1985, and was renamed Pantene Pro-V in 1991. It provides details about Pantene's product lines, packaging, pricing strategy, promotion methods, distribution channels, target consumer demographic, and market share compared to competitors. The document also identifies Pantene's strengths as its market leadership, anti-dandruff formula, and total care products, as well as opportunities and threats facing the brand.
Ponds Age Miracle - Advertising StrategyBhallaAnurag
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
Kellogg's recognized that sales of its Nutri-Grain cereal bars were declining, putting the brand in the decline stage of its product life cycle. To extend the life of the brand, Kellogg's conducted research to identify issues with the brand message, product lineup, and marketing. Kellogg's then implemented an extension strategy focused on improving the core products, packaging, pricing, and promotion. This re-launch of Nutri-Grain was successful in returning the brand to growth above market rates.
The document outlines a campaign strategy created by 241st Street Advertising for EOS Products to promote their "Evolve Every Day" campaign targeting women ages 18-34. The campaign aims to increase awareness of EOS' lip balms, hand lotions, body lotions, and shaving creams by highlighting how the products help women grow confident both mentally and physically through their natural ingredients. Print, television, online, and outdoor advertisements will feature women in everyday situations and convey that using EOS products allows women to achieve success while maintaining self-care.
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
This document provides a strategic brand management presentation for Nivea. It includes sections on the brand inventory, introduction, history, brand elements, marketing program including products, price, promotions, and brand exploratory research. Qualitative research in the form of free association, questionnaires, and knowledge structure is also presented. The document concludes with developing an effective integrated marketing communications plan.
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
The document outlines MAC Cosmetics plans to launch a new app that allows users to virtually try on makeup. It will include features like shade-matching for foundation and concealer. MAC also plans two brand initiatives to promote art and artists: a global art contest with prizes including limited edition packaging designs, and promoting the winning design on real packaging for a limited time. The budget for app development is $50,000-$100,000 and $15,000 is allocated for marketing each initiative.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
This document provides a marketing plan for L'Oreal's new "Double Effect eye makeup cleaner". L'Oreal is a large international cosmetics company known for brands like L'Oreal Paris, Maybelline, and Lancome. The new eye makeup cleaner product aims to meet the need for an effective eye makeup remover, as dark eye makeup has become increasingly popular but can be difficult to fully remove. The marketing plan analyzes the target market, competitors, and recommends focusing initial sales in Europe, America, and Asia.
This document provides a marketing plan for Nivea Sun Lotion in Pakistan. It begins with a TOWS analysis that identifies opportunities to increase sales of Nivea men's products to women. A SWOT analysis finds strengths in brand recognition but weaknesses in focusing mainly on women's products. The plan proposes targeting major cities in Pakistan and segmenting based on age, gender, and location. Celebrity endorsements and sponsorship of sports teams are suggested. The future of sunscreen in Pakistan is promising due to climate conditions.
NIVEA identifies different consumer segments in the sun care market based on factors like attitudes, skin type, and usage occasion. It divides the market into segments like "Concerned Consumers" who prioritize protection and "Naive Beauty Conscious" consumers who want luxurious products. NIVEA's brand strategy is to make sun care simple and educate consumers about safer tanning through product innovation like sprays for easy application and children's products with colors and increased water resistance. The goal is to closely meet the needs of different consumer segments.
L'Oreal is the world's largest cosmetics company. It owns 500 brands and has 6 R&D centers worldwide including one in India. L'Oreal controls 39% of the market share compared to 22% for Revlon and 18% for Oriflame. L'Oreal's new hair spa shampoo aims to provide hair spa treatment results without chemicals. It will use a double channel strategy and promotions through television, radio, print, digital and social media. Market share and sales forecasts will be calculated using the Bass diffusion model and Fishbein model to determine attribute importance. Marketing strategies will focus on consumer engagement through influencers, salon partnerships and apps.
The document provides a marketing plan for Pond's face wash. It includes a market and competitor analysis, objectives to gain 35% market share by 2020, and a strategy to position Pond's as a gentle yet effective face wash. Key tactics include line extensions, penetration pricing, promotions through colleges/malls, and a budget that aims to convert 40% of the target segment to purchasers.
This document summarizes information about the hair care brand Pantene Pro-V. It discusses that Pantene was developed in 1940 by Swiss company Hoffman-La Roche, was acquired by Procter & Gamble in 1985, and was renamed Pantene Pro-V in 1991. It provides details about Pantene's product lines, packaging, pricing strategy, promotion methods, distribution channels, target consumer demographic, and market share compared to competitors. The document also identifies Pantene's strengths as its market leadership, anti-dandruff formula, and total care products, as well as opportunities and threats facing the brand.
Ponds Age Miracle - Advertising StrategyBhallaAnurag
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
Kellogg's recognized that sales of its Nutri-Grain cereal bars were declining, putting the brand in the decline stage of its product life cycle. To extend the life of the brand, Kellogg's conducted research to identify issues with the brand message, product lineup, and marketing. Kellogg's then implemented an extension strategy focused on improving the core products, packaging, pricing, and promotion. This re-launch of Nutri-Grain was successful in returning the brand to growth above market rates.
The document outlines a campaign strategy created by 241st Street Advertising for EOS Products to promote their "Evolve Every Day" campaign targeting women ages 18-34. The campaign aims to increase awareness of EOS' lip balms, hand lotions, body lotions, and shaving creams by highlighting how the products help women grow confident both mentally and physically through their natural ingredients. Print, television, online, and outdoor advertisements will feature women in everyday situations and convey that using EOS products allows women to achieve success while maintaining self-care.
This document provides a summary of key trends in the makeup industry in 2014 according to a report by Consumer Insight. It identifies 10 major trends: health and wellness, easy and affordable, sustainability and ethics, sensory and indulgence, individualism and expression, smart and connected, evolving landscapes, comfort and uncertainty. Each trend section includes a SWOT analysis and discussion of themes within that trend, with examples given of new products embracing various trends. The document also provides statistics on the makeup market breakdown and insights on packaging and technology innovations.
This document provides background information on Drunk Elephant's 2021 integrated marketing campaign. It includes a SWOT analysis, customer and target market profiles, objectives and strategies. The target market is millennial activists aged 23-38 who care about environmental and ethical issues. Objectives are to boost relevance to millennials, increase web traffic and social media following. Strategies include redesigning the website and social media accounts, creating a skin care blog, and subscription savings programs. The creative strategy focuses on protecting both skin and the environment. Promotional strategies include Instagram, TikTok, and magazine advertisements.
The document discusses various tools and frameworks for successful innovation, including the seven chakras of innovation, insights about consumers, coming up with new product ideas, defining a brand's essence, and analyzing a brand using the Brand Diamond framework. It also covers the 5 "U"s model for growing a brand by attracting new users, driving incremental usage, impacting use-up rate, trading users up, and penetrating untapped channels. Finally, it discusses capabilities analysis and innovation explosion events.
This document contains an advertising portfolio analyzing different advertising examples. It includes sections on preemptive strategy, unique selling proposition, brand image, positioning, resonance, and affective anomalous. Each section contains a good example ad and a poor example ad, providing analysis of the strategies and messaging used in each. The document aims to showcase best practices and missteps in advertising through case studies.
Drunk Elephant is developing an IMC campaign to increase web traffic and online sales through efforts like repackaging products and redesigning its website. The campaign also aims to grow its social media following by overhauling account designs and increasing ad presence. As a leader in clean beauty, Drunk Elephant will focus on strengthening customer loyalty among millennial activists by emphasizing its commitment to transparency, natural ingredients, and sustainability.
Vegan cosmetics are cosmetics made without animal-derived ingredients. The document discusses the growing vegan cosmetics market and outlines plans for starting a vegan cosmetics company. It covers the company's mission to improve health and the environment, target audience of youth interested in health and ethics. A market analysis shows the global vegan cosmetics market is valued at $13.02 billion and expected to grow at 7.02% annually. The document also includes a SWOT analysis, pricing and promotion strategies, competitors, and financial plan.
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
Presentation
By Ashley Neo & JungHyuk Hong
[email protected][email protected]
INDEX
Introduction
The Brand
The Product
The Issues
Our Plan
Market Forces
Summary
01
02
03
04
05
01 BACKGROUND OF AXE
Mission Statement
“From the moment they wake up and get ready to the end of
a night out, AXE is there to give guys the confidence to look,
smell and feel their best.”
Axe Brand, Mission Statement.
Introduction
Known as Lynx in the United Kingdom, Ireland, Australia and New Zealand due to trademarking problems.
Male grooming Products
First conceived in France in 1983 by Unilever, a multinational consumer goods company from Anglo-Dutch roots.
Products
AXE is deodorant for men, sold by Unilever.
It was ranked top three best men’s deodorants in 2015 by the Men’s Health online magazine.
It is global brand that has presence in Europe, America and Australia.
Its target market is young men but has increased its reach more mature adults.
The products of AXE deodorant reduces body odor and increases freshness, especially when one fails to take a shower. AXE is in the form of a dry spray.
02 MARKET FORCE
Market Forces
Deodorant market has a steady growth and is fairly saturated.
The target market is constant because it targets mainly children reaching puberty.
Competition exists on value of the product and ability to fight odor thus increased price.
Deodorant industry in the US is dominated by Unilever.
Sales grew by 9% in 2015, hitting US$ 1.3 billion.
Market Force
Competition
Most of these are very fairly big brands and would offer competition to Unilever and its products.
They included:
Effects of Market Forces
AXE is compliant to FDA regulations because deodorants are categorized as drugs.
There has been increased push for organic products due to concerns of environmental effects of cosmetics.
Consumers have raised questions over health implications of using deodorants.
Customers are skeptical about sprays, which has not worked well in the US market.
The entrance of new players in the sector has led to the need to intensify marketing and improve product value to customers.
03 THE ISSUE
The Issue
Issue Identification
The Deodorant market targets young people around the age of puberty.
AXE has introduced brands that target more mature adults.
As of 2015, the population of Manhattan was dominated by people aged between 20 an 39 years.
12.1% are aged 25 and 29 years, who form the highest proportion of the population, followed by the people aged between 30 and 34 years who make up for 10.6%. Ages 35 to 39 years rank third with 8.0% of the population.
The proportion between men and women are almost equal
With a deodorant that can attract more mature adult men, there is potential in Manhattan.
This would need a clear marketing strategy since the population is objective, informed and would make choices carefully.
04 OUR PLAN
Plan
The strategies .
The document summarizes Unilever's "Campaign for Real Beauty" marketing campaign for their Dove brand. It discusses the history of Unilever and Dove, the goals of the campaign launched in 2005 to feature women of various body types, and the positive reception and increased sales it received. It also reviews Dove's consumer behavior, customer satisfaction, and marketing strategies in India.
This document provides a case study analysis of Sephora's marketing strategies and budget. It includes a situation analysis covering Sephora's mission, objectives, SWOT analysis, competitors, market analysis, and industry trends. The main problem is that Sephora's SVP wants to double the marketing budget but must demonstrate success. Alternatives are to double or not double the budget. It is recommended to double the budget to invest in social media, mobile apps, and engagement tracking to show returns.
This is the marketing plan my team and I created for a student marketing competition to revitalize the cosmetics department. I chose this to showcase both my marketing knowledge, analysis, and my ability to write professionally and strategically. It\'s a group project, but I functioned as an editor for the entire thing. I had a very heavy hand in writing the strategies section and completely wrote the budget/financial analysis sections. I also did the concept mockup in the appendices.
The advertising agency I.O.N. was tasked with creating a campaign to increase sales of Life Savers mints by 3%. Their research found that while cleanliness was important to consumers, they also enjoyed sharing mints. Therefore, the campaign's goal was to position Life Savers as "Made to Share" by highlighting their individually wrapped packaging. The $9.3 million budget was allocated across television, magazine, internet and billboard placements targeting women ages 18-49. Creative concepts humorously depicted things not meant to be shared to emphasize Life Savers were easy to give and receive from others. Testing found the simple "Made to Share" tagline effective at conveying the sharing message.
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
Oriflame is a Swedish-Swiss multinational MLM company founded in 1967 that sells beauty and personal care products. It has over 6,000 employees and operates in over 60 countries, marketing its products through over 3 million brand partners. Oriflame is committed to CSR initiatives focused on education for children and empowering women in local communities. The CSR policy aims to improve quality of life and promote sustainability. Benefits of the CSR policy include positive consumer perceptions that strengthen purchase intentions and acceptance of prices.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Social Integrated Marketing Communications Strategic PlanNikki Ilchert
This slide show contains a Social IMC Strategic Plan for a client, Alpha Hydrox. The entire presentation was created from the ground up by 5 students in Northwestern University's Integrated Marketing Communications Graduate Program. The team consisted of students in the US and international students coming together to create a cohesive plan over an 8 week period. Once completed, the plan was presented via a live streaming session to the client in a presentation with Q & A to follow. The client was pleasently surprised since we dared to deviate from their current strategy, as we felt the risk would be well worth the reward.
Despite the fact that the beauty industry is diversifying and various products tailored to individual needs are being developed, their market has recently declined. The pandemic and changing aesthetic standards, as well as rising concerns about the effect of daily use of cosmetics on the skin and the introduction of green trends and safety-oriented goods, are being monitored closely.
Even before the pandemic, the evolving definition of 'beauty' and the industry's radical changes resulted in a wide range of consumer wants and interests. Brands must think beyond campaigns to comprehend the needs of the new consumer.
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Eos Advertising Campaign
1.
2. table of contents
2 executive summary
agency identity
3 brand history
4 situation analysis
5 competitor analysis
6 SWOT
7 marketing and advertising objectives
time frame
budget
8 research objectives
secondary research
9 primary research
10 brand value proposition
11 target market profiles
12 campaign strategy
13 big idea
14 creative strategy
art direction
copywriting
15 magazine ads
17 storyboard
18 transit ads
19 out of home ads
20 creative testing results
21 media objectives
22 media strategies
23 media choices
25 media budget
26 media flowchart
27 brand activation
30 evaluation
1
APPENDIX
team biographies
creative brief
end notes
3. executive
summary
eos Smooth Spheres are a type
of natural and organic lip balm
that leave lips soft and smooth.
Our goal is to increase awareness
and use of eos within our target
markets, women aged 18-34 and
18-49. Research revealed that
women within the target audience
were mostly single professionals
with busy, stressful lifestyles, so
we focused the campaign around
the idea that eos helps women stay
“smooth.” We aim to communicate
the fact that eos not only keeps lips
smooth, but also helps women look
and feel healthier and happier, or
“smoother.” Through a variety of
media such as magazine ads, tele-
vision commercials, billboards, and
transit ads, we position eos as the
healthy, trendy lip care brand.
Atrium Advertising is a full service advertising agency committed to creat-
ing innovative campaigns to best service our client’s needs. Our team is
made up of five focused, unique individuals with a passion for problem
solving and creative thinking. Through extensive research, out-of-the-box
thinking, and hard work, Atrium Advertising always delivers unique, effec-
tive campaigns guaranteed to grab the audience’s attention.
research
objectives
brainstorm
create
evaluate
agency identity
2
4. brand history
3
2007 - eos is created
2009 - eos products entered the market
eos created its Facebook page
2011 - eos is a Bronze Effie winner
2013 - eos is a Cassie winner
5. competitive forces
economic forces
sociocultural forces
legal/regulatory forces
Similar companies in the lip care market competing with
eos include ChapStick, Burt’s Bees, and Nivea. Due to the
spreading trend of sustainability and “going green,” all of
these brands are incorporating organic ingredients into
their products. Eos sets itself apart with its unique selling
point. The egg shape of the product is unlike any other,
which increases consumer brand recognition. The distinc-
tive shape also keeps the lip balm from melting in heat.
Shoppers are looking for the best lip care product that is
both healthy and cost-effective. The product is long-lasting
and 100% natural, so the consumer gets the most for their
money. The Smooth Sphere typically costs $3.29, and can be
found in national supermarkets and convenience stores. eos
also sells its products online through their website.
eos recognizes and capitalizes on the growing eco-friendly
trend in today’s society. Using natural products that contain
healthy ingredients is important to shoppers, especially when
it comes to their lips or skin. eos lip balm is gluten-free, para-
ben-free, petrolatum-free, and phthalate-free. Some of its
natural ingredients include: jojoba oil to restore moisture to
the lips, shea butter to prevent chapping and protect from the
sun, Vitamin E, and other antioxidants. The company prides
itself on creating products that are safe for its customers.
Popular celebrities such as Kim Kardashian, Miley Cyrus, Ed
Westwick, and Kellan Lutz have been seen using eos prod-
ucts, as well as endorsing them on social media.
Natural and organic products are consistently gaining con-
sumer attention. eos is certified organic by Oregon Tilth,
which has an involved process and strict requirements in
order for a product to become certified. eos must complete
this process each time they develop a new product, as well
as renew their certification annually.
situation analysis
4
6. strengths:
One of the most well-known known lip care brands that flourish-
es on brand loyal customers. Offers many products that contain
99% all natural ingredients, such as willow bark and beeswax.
weaknesses:
Products tend to be more expensive than items offered by other
lip care brands, such as Chapstick. Although having organic ingre-
dients is seen as a positive for this brand, this limits the amount
of new products that can be produced and placed into consumers
hands.
strengths:
weaknesses:
ChapStick is the most popular and well-known brand of lip
balm. Therefore, ChapStick has the highest brand aware-
ness; its long history and generational consistency have
created a high brand loyalty for them. The average price of
ChapStick is $1.69, and it is commonly found in a 2/$3.00
pack. It comes in a large variety of flavors (including limited
edition seasonal varieties, certain flavors corresponding
with specific health benefits, etc.).
The ChapStick website does not list the ingredients of any of
their products. The company does not make online purchase
available directly from their website. This brand does not extend
to any other product lines such as lotions or body wash. The
packaging (tubes) cannot be recycled and some of the lip
balms contain aluminum, which is unsafe and harmful to the
environment.
strengths:
Nivea has more than 125 years of experience in skin care. Their company adopted the “We
Care” strategy, during which they decreased packaging material to save plastic and built LEED
certified manufacturing facilities. They have a large variety of flavors as well as many specific
categories of lip care, depending on what the consumer is looking for: anti-age protection,
smoothness, moisture, recovery, etc.
You cannot buy the product from Nivea’s official
website. It does not list the ingredients of the prod-
ucts on the website, which leaves the consumer (or
potential consumer) with a lot of unanswered ques-
tions: Are these products gluten-free? Are these
products all-natural or organic? This brand does not
have any specific lip/body care for babies, which
is a huge demographic that uses/needs lotion, nor
does the product even list its safeness.
weaknesses:
competitior analysis
5
7. 100% natural and 95% organic, as well as gluten,
paraben, petroleum, and phthalate free, which can at-
tract a specific health-conscious audience
Variety of flavors, as well as medicated & SPF 15 vari-
eties
Shape of the container is very unique, making it stand
out from competition & making it less likely to melt
Lasts longer than most lip balms
eos has a strong social media presence
strengths
Expensive compared to many competitors
Shape prevents them from fitting in consumers’ pock-
ets, which many would consider inconvenient
eos is a relatively young brand, so they do not have a
very established presence in consumers’ minds
Website is not particularly informative
weaknesses
Increased popularity of being health conscious and
environmentally responsible
eos is a relatively new brand, so it will be easier to
establish brand identity without consumers’ previ-
ous perceptions
opportunities
Competitors have higher brand awareness
Because of recession, many people cannot afford a
more expensive product
threats
6
8. marketing objectives
This advertising campaign will work to increase eos lip
care product sales by 8%. We will work to accomplish
this goal by focusing on the product’s ability to make
lips smooth and moist, as well as the natural and or-
ganic ingredients used to make eos Smooth Spheres.
advertising objectives
The overall target audience that Atrium advertising agen-
cy will focus on for this campaign will be 18-34 year old
women. At the conclusion of this campaign, we hope to
see that 70% of the women in our target market under-
stand our message, and that 75% will become aware
of eos. For the purpose of this campaign, our effec-
tive reach will be 75% with an effective frequency of 4.
time frame
Atrium advertising agency will use a flighting adver-
tising technique. In other words, we will advertise for
eos only during the winter months primarily because
that’s when most people tend to buy lip care prod-
ucts. This will be a year long campaign that will start
in January of 2014 and will end in December of 2014.
budget
Atrium advertising agency has been given a $10 million
budgettocreateaneffectiveadvertisingcampaignforeos.
This amount of money will be used in the following ways:
7
9. research objectivesDetermine consumer awareness of eos Smooth Spheres
Discover why consumers currently choose to use or not to use eos
Determine consumers most important consideration when purchasing lip
balm.
secondary research
To determine which media vehicles are consumed most frequently in our target market, Atrium Advertising gathered
demographic information from the MRI+ database. Our 18-34 female audience are typically single professionals,
mainly in the Northeast and Midwest of the country. These women are predominantly white. The television channels
that our target market frequently watch include ABC Family, Bravo, CMT, Music Choice, GAC, and We TV. The most
popular magazines read by this group are All You, Allure, Country Sampler, Elle, Glamour, In Style, and Marie Claire.
Through online sources such as social media, blogs, and product reviews, Atrium gained further insight about vari-
ous psychological characteristics of the women in our target market. Many consumers feel that the Smooth Sphere
is easier to find in their handbag than a tube of lip balm. They feel proud to be seen with eos, as it is trendy and
regularly endorsed by celebrities.
To determine the public opinion of eos, Atrium Advertising searched through social media, such as twitter mentions
of eos, tumblr posts about eos, facebook posts about eos, and eos product reviews. It was discovered that many
eos users are generally brand loyal, love the product, and will collect multiple flavors. The eos users (and celebrities,
too) are proud to be seen with the brand, many taking and posting pictures of themselves with their lip balm. They
also report that the lip balm is easy to find in a bag or purse, it smells and tastes good, and it is long lasting on the
lips, keeping them plump and moisturized.
8
10. primary research
Atrium Advertising Agency conducted an online survey and received responses from over 300 members of
our target audience. We asked a variety of questions designed to gauge our audience’s overall awareness
and use of the eos brand. We also sought to determine why our target market chose to use eos or one of
our competitors, as well as what features were most important to them when purchasing lip balm.
First, the survey revealed that while 68% of respondents had heard of eos, almost 50% had never used
it before. Those that did use eos listed its spherical shape as the feature they most liked, followed by its
ability to keep lips soft and smooth. The primary considerations when purchasing lip balm were price and
flavor, but many also said the specific brand was most important. About 80% of survey respondents said
that buying natural and organic products was at least somewhat important to them. We also determined
that our most popular competitor was Burt’s Bees, closely followed by ChapStick.
9
11. brand value proposition
eos Smooth Spheres are all natural, antioxidant-rich lip balms that not only solve the problem of
chapped lips, but also keep lips soft and smooth. In addition to being all natural, eos Smooth Spheres
are 95% organic, meaning they are free of artificial ingredients, such as petroleum and paraben, that
are present in many other lip balms. They are available in a wide variety of flavors, and the unique
spherical shape of the container makes them less likely to melt.
Those who use eos Smooth Spheres can feel safe and aware knowing that the product they’re using
is made with natural and organic ingredients. Especially for a product that’s being applied directly to
the skin, it’s important for consumers to understand what exactly they are using so they can feel con-
fident that they’re doing what they can to keep their bodies healthy. eos’s focus on natural ingredients
and added vitamins ensures customers that they are a quality, beneficial brand to choose.
Self Expressive Benefits: Knowing that eos uses natural and organic ingredients, consumers can feel
more health conscious and environmentally aware by choosing to use their products. Not only will
they feel better about themselves, they can also gain a sense of having contributed to the greater
good. Being “green” is also an increasingly popular concept in today’s society, so using eos can make
consumers feel trendy and up-to-date. Many celebrities have been pictured using eos Smooth Spheres
or given positive product reviews, which can contribute to consumers feeling trendy by using eos as
well.
functional benefits
emotional benefits
self expressive benefits
10
12. target market profiles
She is a 20 year old college student at-
tending Hunter College in New York City.
She is currently taking classes to ob-
tain a degree in Psychology and hopes
to work as a forensic psychologist. Even
with the right amount of determination
and the drive to do well, she frequently
stresses over the challenges that every
college student faces on a daily basis.
Jasmine is looking for a product that
will keep her lips smooth and make her
appear trendy while using it.
jasmine
She is a 31 year old paralegal living in
Chicago. For the time being, her pri-
mary focus is on further developing
her career. She is especially concerned
with her appearance at the office and
her overall health, so she primarily
seeks out top-notch products contain-
ing only organic and natural ingredi-
ents.
sarah
She is 43 years old and a working
mother of 2 from Boston, Massachu-
setts. Michelle cares about her well
being, in addition to the well-being
of her children, so she tends to pur-
chase organic products to promote
a healthy, happy lifestyle within her
family.
michelle
secondary audience
11
13. campaign strategy
CHALLENGE
KEY INSIGHT
SOLUTION
eos Smooth Spheres are a fairly new product, and therefore haven’t had enough time to create brand loyalty or
even brand awareness for most potential customers. However, many consumers that are aware of eos are choosing
to purchase other lip balms with very similar benefits either because they are loyal to another brand or they don’t
know enough about eos to justify their purchase.
Our target audience is mostly comprised of single, professional women with busy, stressful lifestyles. They tend to
lean towards natural products not only in order to be healthy, but also for the purpose of appearing put-together
and trendy.
We will position eos as an environmentally friendly lip balm that helps women remain calm, collected, and healthy
amidst their nonstop lifestyles. We want to show our target audience that using eos will help them feel and look
healthier and happier.
12
15. creative strategy
The research that we have gathered has shown that the average users of
the eos brand are young, single, career focused women. Their primary
focus is on representing themselves professionally while maintaining
a trendy, attractive appearance. One of the challenges they may face
is balancing their overall health and appearance with their chaotic and
stressful lives. We will communicate the idea that eos can not only make
women’s lips smoother, but can also make them appear more put to-
gether despite their stressful lives. Our creative strategy will show im-
ages of women in “rough” situations, but will also show them using eos
to smooth out their “rough” patches.
14
Each of our print advertisements fea-
tures a young woman experiencing a
“rough patch” - waking up early, going
on a bad date, and being overwhelmed
with studying. The ads are in black and
white, except for the Smooth Spheres
themselves, in order to highlight their
vibrant colors and contrast the “rough”
situation with the positive effects of
using eos. The bottom or side of each
image is accompanied by a silk texture
background to emphasize the smooth-
ness eos brings. The eos logo and our
tagline will be shown against the silk
background, once again emphasizing
the smoothness of eos in consumers’
minds. The rest of our advertisements
simply feature a woman applying eos
and smiling to showcase the positive,
“smooth” effects of using eos - look-
ing and feeling healthier and happier.
The colors used in each ad are mostly
pastels, once again emphasizing eos’s
calm, natural image. Somewhere in
each add, we’ve also placed the Face-
book and Twitter logos as a call to ac-
tion to engage with the brand on social
media.
Our tagline, “Show the world you’re smooth,” and the eos logo appear in every
advertisement to create consistency. In the print ads, a short phrase describing
the nature of the rough situation is placed near the top of the page to capture
the reader’s attention. The words “100% natural, 95% organic” also appear
above or underneath the eos logo in each add to highlight the brand’s environ-
mentally conscious ingredients. The font of the copy is fairly simple and easy-
to-read, as well as consistent throughout the ads except for the word “smooth,”
which is in a script font to highlight its importance and meaning. The copy is
mostly limited to the tagline because we want the message to be straightforward
and have a big impact.
art direction
copywriting
18. 17
1. A professionally dressed woman
is behind a podium in a conference
room giving a presentation.
2. The woman starts to choke on her
words, and a panicked expression
comes over her face.
3. The camera pans to the profession-
ally dressed audience, who all have very
confused, expectant expressions.
4. The camera pans back to the
woman presenting as she apolo-
getically excuses herself for a
minute.
5. The woman ducks
behind the podium and
searches through her
purse.
6. She finds her eos Smooth Sphere and applies
it, a relieved expression replacing the panicked
one. The song “Feel Again” by OneRepublic begins
to play.
7. The woman stands back up,
smiling, and confidently continues
giving her presentation.
8. The background changes to white satin, featuring the words “Show the
world you’re smooth.” A female voice reads, “Work can be rough... show
the world you’re smooth. Pick up an eos Smooth Sphere at your local
convenience or grocery store today.”
9. The tagline is replaced
with the eos logo and
a Smooth Sphere over
a white background.
The announcer reads,
“eos: the evolution of
smooth.”
21. creative testing results
20
The overall response to our creative idea was positive. Many individuals responded to the advertisements
themselves and liked the color scheme. Respondents also found the ads very relatable on a personal
level, which is important considering that these responses came from individuals in our target audience.
“I really enjoyed that the ads made you feel like you were catching a person in their everyday life rather
than just having a model posed with the product.”
“The ads were innovated and eye-catching. They gave me a new perspective on how I think about lip-
care.”
“The creative idea is simple, effective, right to the point, and most importantly, relatable.”
“I think the ads are very colorful and bright. I like the pastel colors. It helped to grab my attention.”
22. media objectives
reach the target audience
Our target audience is 18-34 year old single, professional women. Atrium Advertising will focus much
of our attention on this age range because these women are either looking to start their careers in
the near future, or they have already started their job. These women are typically concerned with
their professional appearances and seek out products that can help make them look more attractive
while on the job. Furthermore, they are health conscious and are willing to spend a little more on
products that will help them to best take care of their bodies. The secondary audience members that
we will strive to reach are 34-49 year old mothers.
geographic scope of the placement
We will utilize both regional and national advertising for this campaign. Our magazine prints, online
videos and out of home advertisements will be nationally distributed, but we will put extra focus
into our target regions (Northeast and Midwest U.S.).
message weight
Women in our target audience enjoy reading magazines and watching television in their free time, so
the message weight will be relatively equal within magazines and television. Atrium will also focus a
lot of attention on transit advertisements, with some funds being used for billboard ads as well. The
women in our target audience are constantly on-the-go, and we believe that placing advertisements
in largely frequented locations such as subways or buses will have a lasting effect. Many of our brand
activation tactics also involve social media, which is important because our target audience spends
a lot of time on the internet, especially on social media sites.
21
23. media strategies
reach and frequency
The effective reach for our campaign is 75% with an effective frequency of 4.
continuity
Atrium plans to utilize the flighting media strategy. We want our advertisements
to have heavy exposure during the cold winter months, primarily January, Febru-
ary, October, November, and December. Cold weather causes chapped lips, which
greatly increases the need for lip balm.
length/size of all advertisements
Television: 30 second spots
Magazine: 1 full color page with bleed
Out of Home:
Billboards: 48 ft x 14 ft
Point of Purchase (checkout conveyer belt): 8.5 in x 11 in
Transit: 16 in x 22 in (inside subway car)
120 in x 28 in (driver side of bus)
22
24. media choices
magazines
Glamour
circulation: 2,324,170
Glamour focuses on women’s
health and fashion, celebrity
news, and romantic relationships.
These are all topics targeted to-
ward our primary and even some
of our secondary audience. As a
trendy health product that many
celebrities have been seen using,
eos would benefit from having
ads in a magazine that focuses on
these benefits.
Allure
circulation: 1,108,256
Allure is the dominant women’s
magazine dedicated to beauty tips
and trends, which greatly appeal
to many members of our target
audience. eos promotes health and
beauty, so it would be very benefi-
cial to advertise it in a magazine
dedicated to that type of product.
Women’s Health
circulation: 1,582,687
Women’s Health discusses top-
ics related to women’s fitness,
nutrition, weight loss, and rela-
tionships. Women from both of
our target audiences are health
conscious and interested in many
of these topics. Advertising eos in
Women’s Health would increase
its awareness among health con-
scious consumers, as well as help
position it as a healthy brand.
In Style
circulation: 1,801,701
In Style focuses mainly on women’s
beauty and fashion, as well as ce-
lebrity news and lifestyles. Through
this magazine, eos can effectively
reach our trendy, beauty conscious
target audience.
Cosmopolitan
circulation: 3,023,884
Cosmopolitan is focused around
sex and relationship advice, fash-
ion, and celebrity news, giving it a
younger audience. Advertising in
this magazine will especially reach
our target audience, and help pres-
ent eos as a hip, trendy product.
23
25. television
This is a popular channel amongst our target audience.
Many young women want to come home after a long day
and settle in on the couch to watch their favorite shows (or
“guilty pleasures”).
This channel primarily airs reruns of TV shows that were
popular at one point, but may not currently be. This can
reach our secondary audience looking to watch old episodes
of their all-time favorite programs.
By incorporating news programs onto their network, E! is al-
ways up-to-date on the latest pop culture, which the women
in our target audience are curious about and appreciate.
Top Chef: Wed 10pm/9c
Real Housewives of Beverly Hills: Mon 8pm/7c
CSI: Miami: Mon 8pm/7c
Chelsea Lately: Weeknights 11pm/10c
E! News: Weekdays 7pm/6c & 11:30pm/10:30c
billboardsWe plan to place ads on billboards in several major cities across the Northeast and Midwest, including Chicago, New York, Bos-
ton, Philadelphia, and Washington, D.C. The ads feature our tagline as well as a woman in a stressful situation managing to stay
“smooth” as a result of using eos. Since we are especially pushing eos during the dry winter months, the billboards will be up
in January, February, October, November, and December. These ads will reach our busy target audience as they commute to and
from school, work, and the many other activities in their lives.
transit
In order to target our busy, largely professional audience, we will be placing advertisements on buses, on cabs, and in sub-
ways in a variety of major cities, including Chicago, New York, Boston, Philadelphia, and Washington, D.C. All of these ads
feature our tagline and a woman “staying smooth” with eos. The bus ads will be placed on the outside driver’s side of the
bus, the taxi cab ads will be placed on the taxi tops, and the subway ads will be placed on the inside of subway cars. All
transit ads will be placed during January, February, October, November, and December since we are mainly promoting eos
during the dry winter months.24
28. Identify: Twice a month, eos will utilize their various social media platforms to inform their consumers about a “scavenger
hunt” held in major Northeastern/Midwestern cities.
Objective: To engage members of our target market, all while spreading general awareness of eos to passers-by in the city.
Strategy: Participants will follow stickers in the shape of footprints that are placed on sidewalks and crosswalks. When
they reach the end, a laminated, blown-up photo of an eos Smooth Sphere will be hanging from a street sign. The first 100
participants to take a picture with the Sphere and post it on Twitter or Instagram using the hashtag, “#IFoundEos,” will
win a special edition Smooth Spheres Prize Pack.
brand integration
brand activation
27
point of purchase display
Identify: A point of purchase display will be featured at the checkouts of a variety of convenience stores and supermar-
kets. The display will include a paper banner attached to the sales rack by the register and a sticker on the conveyor belt.
Objective: To increase awareness and to encourage consumers to purchase eos before leaving the store.
Strategy: The display is comprised of a sticker of an eos Smooth Sphere on the conveyor belt and a paper banner ex-
tending from the rack by the register on which eos Smooth Spheres are being sold. The banner will feature our slogan, a
picture of an eos Smooth Sphere, and a call to action to purchase the product. These point of purchase displays will in-
crease awareness of eos by presenting the product in a part of the store that all customers visit - the checkout. They also
act as last minute reminders for consumers to try the product before they leave the store. The displays will be presented at
the checkouts of several stores, including CVS Pharmacy, Target, Wegman’s, and Walmart. Advertising in these stores will
reach a wide variety of consumers with varying incomes and health consciousness.
29. 28
strategic partnership
Identify: Yoplait sells many different flavors of yogurt and identifies as an alternative healthy snack. eos will partner with
Yoplait and incorporate the brand’s most popular yogurt flavors into a new lip balm line named “Desserts.”
Objective: To develop new lip balm flavors that appeal to our consumers, as well as allow potential customers to try the
product without purchasing it.
.
Strategy: By partnering with a well-known brand in a completely different product category, we will be able to reach our
primary audience as well as various secondary audiences. This will spread awareness of our relatively young brand, and
assist in the development of delicious and unique lip balm flavors, such as “Pineapple,” or “Lemon Cream Pie.” To engage
consumers, eos will offer a free Smooth Sphere (flavor of their choice) to any individual that collects 20 yogurt lids and
sends them in for the prize.
30. tablet coupons
Identify: An endcap in the beauty aisle of convenience stores will be reserved for eos during the winter months. There will
be a certain number of sampling tickets available at the beginning of each month in a dispenser attached to the endcap.
Objective: To spread awareness and allow potential consumers to try out the brand.
Strategy: An interactive tablet will be displayed on the eye-level shelf of the endcap. The tablet will be activated and a
woman’s voice will come through the speaker when a customer comes up to the endcap and stands there for a certain
number of seconds. An email entry screen will be displayed on the tablet. If the customer enters their email address, they
will instantly receive a message on their smart phone with a promotional code to show at the store’s cash register, for a
deal such as “buy one sphere, get one free.” Additionally, eos can use the collection of email addresses towards their future
marketing. This interactive display will be presented in a variety of stores, including Target, CVS Pharmacy, and Walmart,
allowing us to reach a wide variety of customers.
29
31. evalutation
30
Atrium Advertising had three main objectives: to enable 75%
of our target market to become aware of our product, 70%
of these people to understand our overall campaign, and
to increase eos lip care product sales by 8%. The chart and
table below visually represent our prediction of how brand
awareness, brand understanding, and product sales will in-
crease based on our flighting media schedule.
32. Megan Zart
is a sophomore Integrated Marketing Communications major, Psychology mi-
nor from Cleveland, Ohio. On campus, she is a member of the Women’s Var-
sity Swim Team, Student Volunteers for Special Olympics, and Park AdVenue,
Ithaca’s chapter of the American Advertising Federation. In the future, Megan
hopes to apply her creativity and problem solving skills to a career in advertis-
ing. She also plans to intern in Los Angeles next fall.
Her favorite eos is pomegranate raspberry.
Colleen O’Meara
is a sophomore Integrated Marketing Communications major, Psychology
minor from Washingtonville, New York. On campus, she is a member of Park
AdVenue, IC’s Social Media Street Team, 180 Degrees Consulting, HiFashion
Studios, and To Write Love on Her Arms. She plans to study and intern in Lon-
don during the Spring of 2015. Colleen is interested in social media strategy
and art direction, and hopes to work in an advertising agency in New York City
after graduation.
Her favorite eos is summer fruit.
Stephanie Kaczor
from Syracuse, NY, is a junior Applied Psychology major with a minor in Inte-
grated Marketing Communications. On campus, Stephanie volunteers for the
Red Cross Club. So far this year she has helped organize two blood drives,
and two fundraisers. She also holds a job as a Teacher’s Assistant for a Statis-
tics class. After graduation, Stephanie hopes to become a forensic psycholo-
gist or an I/O psychologist who works for a consulting firm.
Her favorite eos is blueberry acai.
team biographies
33. Kasey Speth
was raised in New Paltz, NY. She is currently a sophomore at Ithaca Col-
lege with an Integrated Marketing Communications major in the Roy H.
Park School of Communications. Kasey loves graphic design and is cur-
rently the assistant layout editor of Cake: a Music Zine at Ithaca College,
but she has hopes of becoming the head layout editor within the next
year. She also has experience in marketing with 180 Degrees Consulting.
Kasey intends to get an internship related to advertising in Los Ange-
les in the fall of 2014, and after graduation she plans on getting into a
career in the creative side of advertising, hopefully as an assistant art
director.
Her favorite eos is sweet mint.
Patricia Grudens
is a sophomore Integrated Marketing Communications Major, Deaf Stud-
ies and Writing Minors from Long Island, New York. On campus, she is a
member of Park AdVenue (American Advertising Federation), American
Sign Language Club, and To Write Love on Her Arms and volunteers at
South Hill Elementary School once a week. Patricia is specifically inter-
ested in the creative side and/or social media aspect of advertising and
hopes to work in an agency in New York City after graduation.
Her favorite eos is strawberry sorbet.
34.
35. end notes
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