Title EXCLUSIVE PACKAGE | DOVE PACKAGE | Bài làm team LOVELY RUNNER | Thí sinh Trần Hồng Uyên Nhi & Lê Ngọc Thiên Minh .pdf ✅

SITUATION ANALYSIS I TARGET CUSTOMERS & THE MOMENT THAT MATTER I STRATEGY DEODORANT PENETRATION IN THE ENTIRE VN MARKET HAS EXPERIENCED A SLIGHT REBOUND, BUT IT HAS NOT YET SHOWN SUSTAINED LONG-TERM GROWTH. What Dove can do in this campaign? Inspire the industry by becoming a market maker (expanding and recruiting new users): Enhance mental availability with strong online communications. Increase physical availability through various sales channels. “Why would I need a deodorant when I do not need one?” (quynh, 2003) “I heard that deodorants may cause yellow stains and darken my skin.” (chau, 1999) figure: Brand Shares of Deodorant _ Euromonitor 2024 figure: Deo Market Penetration in SEA The Deodorant market share is becoming increasingly divided between established brands and new entrants. Consumer barriers also contribute to the decrease in Deo Penetration. 03 01 02
SITUATION ANALYSIS I TARGET CUSTOMERS & THE MOMENT THAT MATTER I STRATEGY DOVE NEEDS A WHOLE NEW APPROACH AS A PRODUCT WITH SKINCARE BENEFITS RATHER THAN JUST A DEODORANT Bright, clean and dry are top needs for both new users and non users 01 02 Barriers that prevent customers from entering the category fall into 2 groups Having no problem about sweat/ odor → don't feel the need to use it, leading to a lack of daily use habit. Wrong perception - prejudice that deodorants will cause harm Focusing more on PROMOTING NEW DEMAND for underarm skincare (brightening, reducing dark spots,....) Educate and clarify the effectiveness of essences in deodorants by PROVIDING SCIENTIFIC EVIDENCE Hijack A RIGHT OCCASION & MOMENT THAT MATTER to trigger customers about these underarm care demands figure: the trigger to category figure: the barrier to category
JUMP IN A COMPETITIVE MARKET WITH MANY PRODUCT OFFERS THAT HAVE MET MANY USER NEEDS, DOVE HAS MADE INNOVATIVE EFFORTS TO BE DIFFERENT 20-LAYER PENETRATION TECH reduce dark spots and pores DOVE'S HERO BENEFIT TO LEVERAGE THE FASTEST BRIGHTENING AFTER ONLY 5 DAYS SITUATION ANALYSIS I TARGET CUSTOMERS & THE MOMENT THAT MATTER I STRATEGY As a game changer, Dove launches a whole new mix: CREAM SERUM that is MORE SKINCARE-DRIVEN WHILE STILL DEODORIZING with many strong essences 3% NIACINAMIDE EMO ATTRIBUTE FUNCTIONAL BENEFIT RTB EMO ATTRIBUTE FUNCTIONAL BENEFIT RTB COLLAGEN VITAMIN C&E confidence and glamour in French brighten, smooth, and even skin tone Style with various choices of fragrance, attract at a glance (roll-on, spray, wax) 24h odor control, whitening, French fragrance Niacinamide, fresh milk cream wide portfolio with comprehensive solutions for all females to confidently express themselves (roll-on, spray, wax) 48h odor protection, brightening in 2 weeks, tightening pores,.... Vitamin C, alcohol-free, essence from pearl/ avocado/ aloe vera... regenerate and firm the skin