The document outlines a marketing plan for a new dosing cap for Vernel Concentrate fabric softener. The cap aims to overcome consumers' feeling of waste by providing the correct amount of concentrate for each wash. The plan includes digital PR to raise awareness of eco-friendlyness. An ATL campaign uses television commercials and press samples to promote the cap's waste-reduction. BTL activities include point-of-sale promotions and social media contests. The budget allocates funds across these digital, ATL and BTL communications activities.

1. PROJECT WORK 2012
MATTEO ROGNONI | FRANCESCO VIOLA | ANDREA VIGANO’
UNIVERSITA’ CATTOLICA DEL SACRO CUORE – 19 FEBBRAIO 2013
DOSING CAP

2. AGENDA
1. PURCHASE BARRIERS
2. CONSUMER INSIGHT
3. MAIN BENEFIT
4. REASON WHY
5. CONSUMER BRAND ENGAGEMENT
6. ACTIVITY PLAN
7. DIGITAL PR – PRE LAUNCH
8. ATL COMMUNICATIONS ACTIVITIES
9. BTL COMMUNICATIONS ACTIVITIES
10. VERNEL CHARITY FOR A GREENER PLANET
11. BUDGET
12. DOSING CAP VERNEL

3. PURCHASE BARRIERS
Which are the possible barriers for which the consumer of Vernel Regular don’t
usually buy Vernel Concentrate?
•Feeling of waste (dosing the Concentrate as if it was regular)
•Radicated habit of using Vernel Regular (mainly for older target)
•Lack of knowledge of the product
•Doubt over concentrate performance
•Price

4. CONSUMER INSIGHT
Consumers that mostly face these barriers are women over 40’s. That’s why we
have considered them as the main target.
A clear and concrete language, straight to the point, is without doubt the most
suitable language for our target.
We analysed consumers and their purchase behaviours and through several
interviews we have identified the most relevant and important obstacle, that is
our consumer insight:
FEELING OF WASTE: Our target tend to dose the Concentrate as if it was the
Regular, indeed wasting much more product.
“I tried to use Fabric Softener Concentrate, but I do five washes and it has already
finished. One bottle does not last as long as they say…”
But really…

5. MAIN BENEFIT
…you can overcome the feeling of waste thanks to a new Concentrate, with a
special self-dosing system:
•You have the correct (and fixed) amount of Concentrate for each washing cycle.
The Concentrate bottle will really last for as many washings as your old Regular
bottle.
•You have an eco-friendly product with:
 Less water: no need for water to create the Regular, more
diluted Fabric Conditioner.
 Less plastic: each Concentrate bottle contains less plastic.
 Less Co2: to transport the same number of washings with
Conditioner, we need less trucks, less fuel and indeed less
pollution.

6. REASON WHY (1/2)
Over a standard Vernel Concentrate bottle, we apply a new and innovative self-
dosing cap, that can contain the correct and fixed amount needed for each
washing.

7. REASON WHY (2/2)
Rotate the bottle to
facilitate the pouring of
the product.
Fill in the cap by
simply holding
upside down
the bottle.
Still with the
bottle upside
down, pull the
cap upwards:
the correct and
fixed amount
will be stored
inside the self-
dosing system.
Open the cap
and pour the
correct and
fixed amount
into the
washing
machine.

8. CONSUMER BRAND ENGAGEMENT
SAME VALUES:
•Perfume
•Softness
•Long lasting
•Price
•Performance
SAME VALUES:
•Perfume
•Softness
•Long lasting
•Price
•Performance
• + Plastic
• + Water
• + Co2
• + Plastic
• + Water
• + Co2
• - Plastic
• - Water
• - Co2
• - Plastic
• - Water
• - Co2
+ Transport+ Transport
- Transport- Transport
+ Pollution+ Pollution
- Pollution- Pollution
- Eco-friendly
- Consumer
Value
- Eco-friendly
- Consumer
Value
+ Eco-friendly
+ Consumer
Value
+ Eco-friendly
+ Consumer
Value
Once overcome the barrier of the waste fear, the real added value
for Concentrate becomes the eco-friendlyness of the product.

9. LL
ACTIVITY PLAN
JANUARY /
FEBRUARY
MARCH APRIL / MAY /
JUNE
JULY / AUGUST /
SEMPTEMBER /
OCTOBER
NOVEMBER DECEMBER BUDGET
DIGITAL PR 5%
TELEVISION -
PRESS
40%
WEB – POINT OF
SALE
45%
AMBIENT
GUERRILLA
10%
POST
EVALUATION
100%
L
A
U
N
C
H
• DIGITAL PR
• ATL
• BTL
• POST
EVALUATION
• BUDGET
• DIGITAL PR
• ATL
• BTL
• POST
EVALUATION
• BUDGET
Evoque
the need.
Present the new
launch – reach &
frequency.
Product trial.

10. DIGITAL PR – PRE LAUNCH
We want to evoque the need, to make people discuss about the need of eco-
friendlyness so much so, when the product will be launched, consumer will
identify it as the solution to their unsatisfied needs:
Blogs, eco-friendly videos, social networks and anything can raise interest over
eco-friendlyness.

11. ATL COMMUNICATIONS ACTIVITIES (1/2)
TELEVISION
Using a form of corporate communication, we have focused on the use of
television.
On the one hand we decided to create the commercials focused on the absence
of waste of product linked to the introduction of the self-dosage system and on
the other hand we focused on the introduction of Concentrate Fabric Softener in
supermakets’ vending machines.
The spot focuses on the absence of waste of product will be repeated a lot of
time during the day.
The second one will be transmitted in an evening time slot, due to the fact that
our target is probably watching TV during this moment.
In this way we would like to increase the visibility of our innovative product.

12. ATL COMMUNICATIONS ACTIVITIES (2/2)
PRESS + SAMPLING (perfect dose)
We would like to emphasize again that buying Vernel Concentrate can put the
right dose in each wash without losing the product.
For this reason we want to promote a distribution, through the press, of some
small product samples of Vernel Concentrate.
The single pieces shows which is the recommended amounts for each washing
cycle.
This activity is already carried out by some important brands of perfumes, which
have been able to increase their awareness.
In particular, we turn to magazines used by our target.

13. BTL COMMUNICATIONS ACTIVITIES (1/5)
POINT OF SALE (1/2)
Through the direct analysis of a number of stores we found some Fabric Softener
dispensers. Adding the Concentrate within these eco-friendly distributors you can
have a great advantage compared using Regular:
• Less water
• Less weight
• Less space
• More eco-friendly
• More convenience
for the consumer.
• Less water
• Less weight
• Less space
• More eco-friendly
• More convenience
for the consumer.

14. BTL COMMUNICATIONS ACTIVITIES (2/5)
POINT OF SALE (2/2)
With regards the promotional activities, it would be interesting to add to the
Concentrate’s package some eco-friendly stickers, that represent the amount of
pollution (water, plastic, Co2) which you can save using Concentrate. You have to
collect them in order to get benefits on the purchases of this new product –
following current success trend of the GD collection.
Some possible images of eco-friendly stickers which represent the saved
pollution:

15. BTL COMMUNICATIONS ACTIVITIES (3/5)
The social networks are today the best way to reach the large amount of
people at no cost. You can increase the visibility of the product through
three simple strategies:
•Create a fan page of the product and ask for sponsorship on the profiles
more displayed. Especially on the pages of the magazines that adhere to
our initiative (Donna Moderna, A, Io Donna…).
•Create a page of the product and add among its followers companies or
contacts with greater visibility.
•Through numerous photos and hashtags of more viewed contacts you
can increase public awareness and publish the same photos on other
social networks.
These three strategies are designed to highlight the product, how can you
actually transmit these strategies at the consumer level? How can you
focus on the feeling of waste? We propose the following initiatives:
WEB (1/3)

16. BTL COMMUNICATIONS ACTIVITIES (4/5)
WEB (2/3)
We focused on two promotional activities which may involve the consumer to
answer to the previous questions. The first one is to confirm our insight and the
second one is to advert in an active way the use of Concentrate through the web:
 CONTEST 1:
1. NAME: “The end of wasting”
2. DESCRIPTION: Promotional activity requires
the cooperation of the store. “Fill in as many
bottles of concentrate as you can from the
vending machine, in 5 minutes without waste
of Concentrate, and you win”.
3. HOW: Promote this activity on social
network.
4. AIM: We want to sensibilize the consumer
over the need to make war to waste.

17. BTL COMMUNICATIONS ACTIVITIES (5/5)
WEB (3/3)
 CONTEST 2:
1. NAME: “Concentrate to
concentrated”
2. DESCRIPTION: “Take a
picture of yourself, holding
the Vernel Concentrate
picture, in the most
concentrated place you
can think of and you win.”
3. HOW: Publish this activity
on social network.
4. AIM: Obtain the largest
number of ‘like’ on social
network.

18. AMBIENT GUERRILLA (1/2)

19. AMBIENT GUERRILLA (2/2)

20. VERNEL CHARITY FOR A GREENER PLANET
Finally we promote an initiative: if you buy Concentrate you can increase Vernel
fundraising. In fact 5% of earnings will be devoted to buy new eco-friendly bus for
your town. This activity underlines that Vernel Concentrate is friend of the
environment and this represent the consumer’s added value.

21. BUDGET
 Digital PR:
 ATL Communications Activities
 Television:
 Press:
 BTL Communications Activities
 Point of sale:
 Web:
 Ambient Guerrilla:
5%
25%
15%
25%
20%
10%

22. DOSING CAP VERNEL