J447: Dove Body Wash Media Plan

Dove Body Wash

Media Plan - 2019 J447: Strategic Media Planning Mara Nasui Professor Karyn Riddle

Dove Media Plan 2019

Plan Objectives Sales Objective: Increase sales 0.7 percent in 2019.

Marketing Objective: Convert 10 percent of users of high-end, upscale body washes, switching them to Dove Body Wash in 2019.

Advertising Objective: Educate users of upscale body wash brands about the quality of Dove despite the significantly lower price point.

Emphasize Dove’s commitment to “real” women.

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Dove Media Plan 2019

Table Of Contents Situation Analysis...........................................................................................5 Competitive Spending Analysis.........................................................15 Simmons Demographic/Psychographic Profile.......................25 Simmons Media Profile..........................................................................33 Media Objectives........................................................................................47 Media Strategies.........................................................................................53 Media Plan Flowchart & Appendices.............................................61

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Dove Media Plan 2019

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Dove Media Plan 2019

Situation Analysis 5

Dove Media Plan 2019

Unilever and Dove Body Wash Unilever, the parent company of Dove, is an international company primarily involved in the Fast-Moving Consumer Goods (FMCG) industry.1 With market segments including Personal Care, Home Care, Foods and Refreshments, Unilever serves a wide range of consumers through over 400 of its brands within 190 countries.2

Basic Facts About Unilever:

• Headquarters: Rotterdam, Netherlands.3 • Unilever was officially established in 1930 after Margarine Unie and the Lever brothers joined forces for their production of goods and household materials.4 • There are over 161,000 thousand employees working on behalf of Unilever globally.5 • The Unilever Group is split into two legal entities with different stock exchange listings:6 • Unilever N.V. • Unilever PLC • Unilever’s brands assist over 2.5 billion individuals around the world daily.7

Unilever’s Vision for Sustainability

To evaluate the company’s impact on the environment and reduce its environmental footprint, Unilever created the “Unilever Sustainable Living Plan.”

Further information about this plan: • Launched in 2010 and includes three major goals that focus on increasing Unilever’s positive social impact and fixing overall environmental performance.8 • Improving the health and overall wellbeing of over a billion individuals globally.

• Reducing the environmental footprint of Unilever products by 50 percent.

• Discovering and exploring options to source all agricultural raw materials, used by Unilever, sustainably.

1 Unilever. (2017). Unilever Annual Report and Accounts 2017. Retrieved from https://globalbb-onesource-com. ezproxy.library.wisc.edu/Web/Reports/AnnualReport.aspx?ReportID=GRC_99163765093&process=CP&file=file. pdf.

2 About Unilever. (2018). Retrieved from https://www.unilever.com/about/who-we-are/about-Unilever/ 3 About Unilever. (2018). Retrieved from https://www.unilever.com/about/who-we-are/about-Unilever/ 4 Our history. (n.d.). Retrieved from https://www.unilever.com/about/who-we-are/our-history/#timeline 2D 515804 open 5 Unilever. (2017). Unilever Annual Report and Accounts 2017. Retrieved from https://globalbb-onesource-com. ezproxy.library.wisc.edu/Web/Reports/AnnualReport.aspx?ReportID=GRC_99163765093&process=CP&file=file. pdf.

6 Corporate Filings. (2018). Retrieved from https://www.unilever.com/investor-relations/unilever-shares/aboutshares/corporate-filings/ 7 All brands. (n.d.). Retrieved from https://www.unilever.com/brands/ 8 Sustainable Living. (2018). Retrieved from https://www.unilever.com/sustainable-living/

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Dove Media Plan 2019

Dove Body Wash According to Dove’s company website, most products fall under the following main categories:9 • Skin Cleansing • Skin Care • Antiperspirant Deodorants • Hair Care • Dove Collections Dove body wash products are listed within the Skin Cleansing category and are created with the intention of keeping skin nourished and hydrated.10 The company offers a large range of multi-purpose body wash products to satisfy various customer needs. Currently, Dove organizes their body washes on these different product lines:11 • Go Fresh Body Wash • Deep Moisture Body Wash • Sensitive Skin Body Wash • Anti-Stress Micellar Body Wash • Purely Pampering Body Wash • DermaSeries Body Wash • Gentle Exfoliating Body Wash • Dry Oil Body Wash • Summer Care Body Wash

Places to Purchase Dove Body Wash

Considering the cost-effectiveness of Dove body wash and the emphasis on marketing to real women, Dove products are typically found in convenience stores, drug stores and big-box retailers such as Walmart and Target.12 Unlike more expensive and upscale body wash products, Dove body washes would likely not be found or used in high-end boutiques or salons, making Dove products more readily available to a larger range of target consumers.

Price Point Comparisons for Dove Body Wash (Per 22oz. Bottle) • Walgreens - $4.9913 • CVS - $8.9914 • Walmart - $5.9415 9 Welcome to Dove. (2018). Retrieved from https://www.dove.com/us/en/home.html# 10 Body Wash. (2018). Retrieved from https://www.dove.com/us/en/washing-and-bathing/body-wash.html 11 Body Wash. (2018). Retrieved from https://www.dove.com/us/en/washing-and-bathing/body-wash.html 12 Buy In Store Search Result. (2018). Retrieved from https://www.dove.com/us/en/secure/buy-in-store-searchresult.011111611047.html?pc=53703&preUrl=https://www.dove.com/us/en/washing-and-bathing/body-wash/ go-fresh-revive-body-wash.html&pvi=1111161104&dw=1&radius=1 13 Dove Body Wash Deep Moisture. (n.d.). Retrieved from https://www.walgreens.com/store/c/dove-bodywash-deep-moisture/ID=prod14173-product 14 Dove Go Fresh Body Wash, 22 OZ. (n.d.). Retrieved from https://www.cvs.com/shop/dove-go-fresh-bodywash-22-oz-prodid-1013049 15 Dove go fresh Cucumber and Green Tea Body Wash, 22 oz. (2018, September 17). Retrieved from https://www.walmart.com/ip/Dove-go-fresh-Cucumber-and-Green-Tea-Body-Wash-22-oz/10294453?athcpid=10294453&athpgid=athenaItemPage&athcgid=null&athznid=PWVAV&athieid=v0&athstid=CS020&athguid=466001f5-46cfa622-932b42cc9a18a716&athena=true

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Dove Media Plan 2019

• Target - $5.9916 • Pick ‘n Save - $5.9917 • Amazon.com - $5.9418

Promotional and Advertising Campaigns:

The Dove Self-Esteem Project • This campaign focuses on spreading self-esteem education to younger generations to recognize the importance of self-love, healthy mindsets and confidence in body image from a young age.19 • With resources for spreading self-esteem education available for over 10 years to parents, mentors, youth leaders and teachers, the campaign has reached over 20 million young individuals in pursuits of experiencing natural beauty.20 • The encouragement of natural beauty is an attractive and positive company value that is reinforced to women of all ages.

The Dove Real Beauty Sketches • To inspire confidence in women, Dove created an opportunity for individuals to view themselves from a fresh, outside perspective.

• Women described themselves based on their own perceptions for a portrait to be drawn. After, an outsider would describe the same woman, though their portrayals were more accurate and happier.21 • This campaign allowed women involved to view how beautiful they are despite the critical images they may perceive for themselves.

Dove Real Beauty Productions and #HourWithHer • Considering the pressure to succumb to narrow beauty standards seen in films and advertisements, this campaign allows women to redefine beauty standards through telling their own empowering stories in short segments.22 • By using real-life women and not solely famous individuals to share their stories, Dove inspires women to realize their beauty outside of the standards established by societal models, and gains support from a diverse range of individuals.

16 Dove Deep Moisture Body Wash - 22oz. (n.d.). Retrieved from https://www.target.com/p/dove-deep-moisture-body-wash-22oz/-/A-11695274 17 Dove Go Fresh Cool Moisture Cucumber & Green Tea Body Wash. (n.d.). Retrieved from https://www.picknsave.com/p/dove-go-fresh-cool-moisture-cucumber-green-tea-body-wash/0001111112331# 18 Dove Body Wash, Deep Moisture, 22 oz. (n.d.). Retrieved from https://www.amazon.com/Dove-BodyWash-Deep-Moisture/dp/B00I69SGXK/ref=sr_1_8_s_it?ie=UTF8&qid=1537935028&sr=1-8&fpw=pantry&keywords=dove body wash 19 Dove Self-Esteem Project. (2016, January 11). Retrieved from https://www.dove.com/us/en/dove-self-esteemproject.html 20 Dove Self-Esteem Project. (2016, January 11). Retrieved from https://www.dove.com/us/en/dove-self-esteemproject.html 21 Dove Real Beauty Sketches. (n.d.). Retrieved from https://www.dove.com/us/en/stories/campaigns/real-beauty-sketches.html 22 Real Beauty Productions. (n.d.). Retrieved from https://www.dove.com/us/en/stories/campaigns/real-beauty-productions.html

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Dove Media Plan 2019

Seasonality of Dove Body Wash

Since data for Dove’s seasonality patterns was not available, there are multiple assumptions to predict seasonality through considering aspects such as weather and product attributes.

• In fall-winter months: • Consumers will be more likely to buy Dove body wash products that assist with dry and sensitive skin, especially when colder weather changes the overall appearance, hydration and wellness of skin.

• In spring-summer months: • During months of high heat, consumers may be more likely to buy Dove body wash products to block out foul odors and provide moisture to sunexposed skin.

The Soap, Bath and Shower Products Industry Liquid Body Wash & Shower Gel Category

Dove body wash products fall under the liquid body wash category in the Soap, Bath and Shower Products industry. In recent years, industry trends show consumers have turned to using liquid body wash rather than bar soaps, which led to sales within the liquid body wash segment to account for almost half of the category sales.23 This statistic demonstrates the growing popularity for liquid body washes and the opportunity Dove has to continue expanding its body wash influence in society.

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23 Mintel. (2018). Soap, Bath and Shower Products - U.S. - February 2018. Retrieved September 26, 2018 from Mintel Reports database.

24 Mintel. (2018). Soap, Bath and Shower Products - U.S. - February 2018. Retrieved September 26, 2018 from Mintel Reports database.

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Dove Media Plan 2019

The “Feminine Shower Gels” Category

This category encompasses the types of body wash products typically marketed more to females based on the product’s aromas, skin care elements, feminine design and overall emphasis on providing a beneficial experience to make women feel relaxed in their own skin.

Competing Brands

• Olay, Caress, Suave, Nivea, Bath & Body Works, Philosophy, Neutrogena, Aveeno, L’Occitane, Origins, Shea Moisture, Burt’s Bees, etc.25

Top Competing Brands

The following three brands were chosen due to having similar goals, campaigns and body wash product attributes to Dove through their female-oriented liquid body washes. Additionally, in line with the sales objective to switch users of high-end, upscale body washes to Dove products, the competition’s products are offered at higher price points with intentions to achieve identical or similar results to Dove.

• Bath & Body Works • Shea Moisture • Neutrogena

Bath & Body Works

• Strengths • Bath & Body Works creates a diverse range of body washes with various purposes including stress relief, aromatherapy, signature scent collections and seasonal products.26 • Relies heavily on the seasonality of their brand, releasing diverse product lines with new fragrances of body wash based on seasons and holidays.

• Weaknesses • Consumers can only buy Bath & Body Works products exclusively in Bath & Body Works stores or from their website.

• Based on their website, the company does not appear to be as focused on creating marketing efforts and advertising campaigns as some of their competitors.

• Price Points for body wash: • $12.50-$16.5027

25 The World’s Top Beauty Companies (by estimated 2016 beauty revenues). (n.d.). Retrieved from https://www. adbrands.net/sectors/sector-personal-care.htm 26 Body Wash & Shower Gel. (n.d.). Retrieved from http://www.bathandbodyworks.com/c/body-care/bodywash-shower-gel 27 Body Wash & Shower Gel. (n.d.). Retrieved from http://www.bathandbodyworks.com/c/body-care/bodywash-shower-gel

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Dove Media Plan 2019

Shea Moisture

• Strengths • The company is dedicated to sustainably producing natural and organic products that follow ethical standards of production and product testing.28 • Through created Community Commerce programs, Shea Moisture supports female leaders by donating 10% of sales to female-led businesses, as well as provides funding, programs and opportunities to assist minority groups globally.29 • Weaknesses • Despite the wide range of products available for women, men and children, this company does not advertise itself as much as other competitors within its market.

• On its press website, the brand explains its main marketing efforts are mainly through newspapers, magazines, websites and occasional television show appearances. The company does not emphasize their products or values through commercials or advertising campaigns.30 • Price Points for body wash: • $8.99-$13.9931

Neutrogena

• Strengths • With its large range of skincare products having dermatologist recognition, Neutrogena stresses the importance of healthy skincare benefits to various consumers.32 • Products are found in a variety of big-box retailers and convenience stores, proving to be similar to Dove in being easily available.

• Weaknesses • The company is dedicated to improving skin care, though results are not guaranteed despite the brand promise of being named the number-one recommended brand for skincare by dermatologists.33 • Price Points for body wash: • $7.49-$22.4934

28 Shea Moisture Home Page. (n.d.). Retrieved from https://www.sheamoisture.com/?gclid=Cj0KCQjw3KzdBRDWARIsAIJ8TMRLeszGl4qD7D5y8ypnyHYenJ7FOJzxPzdK3X37-CiTopc78I-caVUaAvo8EALw_wcB 29 Home – Landing Page. (n.d.). Retrieved from https://www.sheamoisture.com/c/communitycommerce/ 30 Press. (n.d.). Retrieved from https://www.sheamoisture.com/press/ 31 Body Wash. (n.d.). Retrieved from https://www.sheamoisture.com/products/bath-body/body-wash.html?p=3&product_list_order=price 32 Why Neutrogena®? (n.d.). Retrieved from https://www.neutrogena.com/why-neutrogena.html 33 Why Neutrogena®? (n.d.). Retrieved from https://www.neutrogena.com/why-neutrogena.html 34 Rainbath. (n.d.). Retrieved from https://www.neutrogena.com/search?q=rainbath&utm_source=google&utm_ medium=cpc&utm_campaign=GO-USA-ENG-PS-Neutrogena-BP-EX-RN-Body-RainBath&utm_content=Core Body Wash&utm_term=neutrogena body wash&&gclid=Cj0KCQjw3KzdBRDWARIsAIJ8TMQogKy0pZOJh6bcIG2EMyQ3_ fG2ZSGvBrjDRJcplLhhguh1Rli0TpAaAifmEALw_wcB&gclsrc=aw.ds.ds

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Dove Media Plan 2019

Dove Body Wash Comparisons:

• Dove vs. Bath & Body Works • Dove products are more available to consumers in popular retailers at lower price points. Dove also places a higher emphasis on marketing campaigns and connecting values to its consumers.

• Dove vs. Shea Moisture • Dove presents its brand promises and company values such as sustainability and real-beauty acceptance through popular, large-scale marketing campaigns aimed at broader target segments.

• Dove vs. Neutrogena • Despite being sold in typically the same locations and retailers, Dove does not advertise its products with having strong medical benefits or frame itself as a recommended skincare solution. Dove also offers a more extensive body wash line.

Dove SWOT Analysis Strengths

• Dove creates positive advertising campaigns using real people rather than celebrities to boost self-esteem and confidence among women, even spreading awareness about Dove to younger generations as well.

• Dove body washes are made with a mixture of soap and cream, providing benefits such as cleansing and moisturizing at once while being gentle to the skin.

• Dove body wash products are reasonably and cheaply priced for a large size body wash, especially when sold in more affordable big box retail stores.

Reasoning

The positivity and real-beauty messages associated with Dove products can attract body wash users to consider supporting this theme and buying a Dove product.

Also, the high level of support for Dove within campaigns from real-life individuals provides more credibility to potential customers. Outside of marketing campaigns, Dove body wash provides a quality product for a low price that includes beneficial ingredients for skin.

Opportunities

• Dove’s overall sustainability efforts through Unilever accommodate well with society’s attitude and the movement toward sustainable lifestyles and reducing our overall energy usage and carbon footprint.

• Dove body wash products are becoming equally popular among men and women globally, especially as the market for diverse personal care and hygienic products and standards continue to grow.

Reasoning

As society continues to learn more about the overall negative impacts made by humans as well as the depletion of resources occuring as a result of materialism, it is important companies align with these concerns and attempt to reduce their 12

Dove Media Plan 2019

company’s carbon footprint to make a difference. Additionally, as the market for hygienic products continues to grow globally and individuals worry more about selfcare, any product that is reasonably priced with multiple benefits is likely to attract more customers.

Weaknesses

• Dove advertising campaigns tend to target females significantly more than males, disregarding the “Men+Care” products.35 • As a whole, Unilever has a vast amout of competitors in a plethora of product categories, including, but not limited to, the body wash and hygienic products category. This provides various substitutes for products such as body wash.

• Dove as a brand has face accusations of racism and unfair representations throughout campaigns. To improve, Dove must focus on representing diversity in a positive manner. For example, in 2017, Dove released an advertisement that appeared racist.36

Reasoning

If Dove misconstrues their wide acceptance of diversity, it can further drive away new consumers, or force their current market segment to switch products. In addition to misconstruing, Dove rarely advertises with the intent to target males, which could drive this segment to other products. In all, the Dove brand, just as its parent company Unilever, faces a wide range of competition and must differentiate themselves to maintain sales.

Threats

• Competing companies are starting to market themselves similarly to Dove by using real-life customers in positive beauty campaigns, both on digital media and network media.

• Dove faces the risk of selling in a saturated market. WIth multiple competitors selling similar products, Dove must continue to reinvent its products and solutions.

Reasoning

Due to the large success of Dove’s advertising campaigns thus far, other body wash and cosmetic brands are mimicking Dove by deciding to adopt the same marketing styles and campaign tactics. These tactics include marketing using ‘real’ people rather than celebrities to demonstrate authenticity for product usage, and allowing real people to express themselves and become part of campaigns through hashtags on various social media platforms. Dove must continue to recreate itself to differentiate their products from competitors and avoid being replaced by alternatives.

35 Welcome to Dove Men Care. (n.d.). Retrieved from https://www.dove.com/us/en/men-care.html# 36 Astor, M. (2017, October 08). Dove Drops an Ad Accused of Racism. Retrieved from https://www.nytimes.com/2017/10/08/business/dove-ad-racist.html

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Dove Media Plan 2019

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Dove Media Plan 2019

Competitive Spending Analysis 15

Dove Media Plan 2019

Total Spending for Body Wash Category in 2017 Dove $25,823,000 Neutrogena $33,832,000 Bath & Body Works $16,462,500 Shea Moisture $11,023,000 Total: $87,140,000 • In comparison to its body wash competitors, Neutrogena invested the most in media advertising within 2017.

• Shea Moisture spent the least on advertising in 2017. Neutrogena spent over three times the amount Shea Moisture did, and Dove spent around twice its amount.

Share of Spending Overall

• Neutrogena has the largest share of spending within the body wash category; meanwhile Shea Moisture has the lowest share.

• Dove and Neutrogena encompass approximately 68 percent of the overall share of spending for the body wash category.

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Dove Media Plan 2019

Body Wash Category: Share of Spending by Medium

• Neutrogena dominates the network television share.

• Dove is the only other competitor investing in network television advertising.

• Neutrogena holds the largest share of spending for syndicated television.

• Dove and Shea Moisture invest nearly the same amount in syndicated TV.

• Neutrogena has the largest share of spending for spot television.

• Dove invests much less in spot television advertising than its competition, especially compared to its investment in network television.

• Dove and Neutrogena are the only brands investing in cable television.

• Neutrogena holds a larger share of spending than Dove.

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Dove Media Plan 2019

Body Wash Category: Share of Spending by Medium (continued)

• Neutrogena and Dove, respectively, spend the most on internet advertising.

• Shea Moisture has low internet advertising spending in comparison to its competitors.

• All four brands hold a significant share of magazine advertising.

• Dove invests the most, overall, in magazine advertising.

• Bath & Body Works and Neutrogena are the only brands investing in outdoor advertising.

• This is the only medium Bath & Body Works holds the largest share of spending in.

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Dove Media Plan 2019

Overall Body Wash Category Media Mix

• Magazines make up the largest share of the media mix, as it is the most significant medium used for advertising the body wash category.

• None out of the four brands allocate their budgets for advertising in Local Newspapers, National Newspapers and Network Radio.

• Shea Moisture is the only brand that uses Spot Radio for advertising.

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Dove Media Plan 2019

Total Budget: $33,832,000 Total Share of Spending Overall: 38 percent

Neutrogena’s Media Mix • Neutrogena devotes the largest portions of their media budget to Cable Television, Magazines and Network Television, equally at 21 percent each.

• Neutrogena’s advertising emphasis is placed mainly on television mediums, using all four mediums to comprise 64 percent of their media mix.

• Neutrogena follows a pulsing schedule by advertising continuously throughout the year with heavy-up periods mainly during fall and late winter.

• The brand increases their advertisement spending from September to February, and decreases spending, but continues to advertise, from March to August.

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Neutrogena’s Seasonality Report

Dove Media Plan 2019

Total Budget: $16,462,500 Total Share of Spending Overall: 19 percent

Bath & Body Works’ Media Mix • Bath & Body Works dedicates more than half of its media budget to magazine advertising; which dominates its overall media mix.

• The company only invests in one television medium, Spot Television, and does not invest in any Radio or Newspaper mediums, leaving investments in four main mediums.

Bath & Body Works’ Seasonality Report • In June, Bath & Body Works started increasing spending on advertising and gradually growing until reaching their highest spending points, or heavy-up, in November and December.

• Although spending decreased after the highest-point end of December, the lowest spending period occurred from March (the decline) to May. 21

Dove Media Plan 2019

Total Budget: $11,023,000 Total Share of Spending Overall: 13 percent

Shea Moisture’s Media Mix • Shea Moisture spends over half of its media budget on advertising in magazines, similarly to its competitors.

• This company is the only one of its competitors in the body wash category to invest in Spot Radio advertisements.

• Shea Moisture has their largest advertising/ spending heavyup from January to February. The next higher spending period occurs equally throughout October to December.

• The company follows a pulsing strategy, though from March to August, spending is largely reduced to less than half their budget for January 22

Shea Moisture’s Seasonality Report

Dove Media Plan 2019

Opportunities • Considering Neutrogena, Bath & Body Works and Shea Moisture all spend the largest portion of their budgets on Magazine advertising, it is important for Dove to continue investing in magazines, and even increase its spending to further promote its products in the most popular medium for advertising body wash.

• Additionally, Dove should continue to have the largest share of spending in magazines to help stand out among its competition and have more memorable product lines.

• A seasonality pattern identified how each body wash brand implements an advertising heavy-up during cold winter months and starts reducing their advertising within spring and summer months like March to August. Depending on consumer behaviors or buying patterns during that time-frame, Dove could benefit from increasing their advertising within spring to summer months while its competitors lay low.

• There is an opportunity for Dove to invest more of its budget in television mediums to catch up with Neutrogena’s television spending. Despite Dove having a share of influence in Network, Spot, Syndicated and Cable television, Neutrogena invests significantly more in each medium, and likely is more recognizable from television advertisements. Considering the positive impacts of television advertisements in spreading product attributes and brand awareness visually, it could benefit Dove to reach its target consumers more through this medium.

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Dove Media Plan 2019

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Dove Media Plan 2019

Simmons Demographic & Psychographic Profile 25

Dove Media Plan 2019

Evaluating Our Target In order to pursue our marketing, advertising and sales objectives for Dove body wash, we narrowed down our target market and identified crucial information pertaining to their lifestyles. To overall interpret our target, we began by using Simmons OneView to create a profile investigating the demographics, psychographics and overall lifestyle habits of high-end body wash users in America.

This high-end body wash category is made up of survey respondents that use the more expensive body wash products from Aveeno, Neutrogena, Clairol Herbal Essences, The Body Shop and Lever 2000. We believe the customers of these companies provide a proper representation of upscale body wash users, and thus, interpreted our target based on the personal identities and tendencies of the survey respondents to create an effective campaign.

Demographic Data Key Demographic Information Female Male

Vertical Percent 55.1% 44.9%

Index 106 93

Age: 18-49 Age: 45-54 Age: 50+

60.2% 17.0% 39.8%

112 96 86

White Black or African American Asian Other Race Not White or Black

56.2% 21.5% 11.2% 11.2% 22.3%

77 176 190 132 156

• Our target is women within the age range of 18-49.

• Users of high-end body washes are less likely than the average person to be over 50 years old.

• Our target tends to be white.

• Though in comparison with the population, users of high-end body wash are more likely than the general population to be multi-ethnic.

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Dove Media Plan 2019

Household Income $15,000-$19,999 $20,000-$24,999 $25,000-$29,999 $50,000-$59,999 $60,000-$74,999 $75,000-$99,999 $100,000-$149,999

Index 153 116 123 75 77 96 95

• Our target is more likely than the general population to fit into the lower household income ranges.

• Specifically, our target is more likely than the general population to make $15,000-$29,999 in household income.

• The target is relatively similar to the population in terms of fitting into higher household income ranges.

Children/Marital Status/Residence Number of Children: None Number of Children: One Number of Children: Two Number of Children: Three

Vertical Percent 57.1% 14.2% 17.0% 8.0%

Presently Married Divorced Separated

50.1% 10.5% 2.9%

Residence Type: Own (Any) Residence Type: Own House Residence Type: Own Condominium Residence Type: Rent (Any) Residence Type: Rented House Residence Type: Rented Apartment

59.5% 53.8% 3.4% 37.8% 18.9% 16.7%

• The majority of our target does not have children.

• A large portion our target is presently married.

• The target tends to buy and own their residences rather than renting.

• Users of high-end body wash tend to live in houses instead of apartments or condominiums.

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Dove Media Plan 2019

Geographic Information Census Regions: South Census Regions: West Census Regions: Northeast Census Regions: Midwest

Vertical Percent 39.4% 27.0% 19.7% 13.9%

Index 104 117 109 66

County ‘A’ County ‘B’ County ‘C’ County ‘D’

52.2% 26.5% 11.6% 9.7%

124 90 82 69

14 of the Top DMA’S: Washington D.C. 14 of the Top DMA’S: Atlanta 14 of the Top DMA’S: San Francisco 14 of the Top DMA’S: Philadelphia 14 of the Top DMA’S: Cleveland

3.5%

175

3.6% 4.0% 2.3% 0.9%

167 164 86 79

• The largest portions of our target live in the Southern and Western census regions of the United States, respectively.

• The target is less likely than the general population to live in the Midwest.

• Our target tends to live in larger cities and metropolitan areas within the United States.

• There is still a significant amount of our target residing in County B cities as well.

• Our target is more likely than the general population to live in cities such as Washington D.C., Atlanta and San Francisco.

Education – Highest Level Completed High School Graduation Graduated College or More Less Than 1 Year of College Attended Graduate School, No Degree

Vertical Percent 29.3% 29.4% 6.1% 2.7%

Index 94 98 91 107

• A significant portion of our target has either graduated high school and/or college and therefore, our target tends to be educated.

• The target is relatively similar to the general population in terms of education level and completion.

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Dove Media Plan 2019

Psychographic and Behavioral Data Leisure Activities/Hobbies (Last 12 Months) Reading Gaming Magazines Education Courses

Index 155 136

Go Carting Playing Bingo Visit State Fair(s) Visiting an Aquarium

128 121 126 116

Cooking for Fun Baking for Fun Dining Out (Not Fast Food)

108 103 91

Tailgating Fantasy Sports Leagues

71 77

• The target is more likely than the general population to read gaming magazines and pursue education courses, expressing niche academic interests.

• Our target is more likely than the population to pursue leisure activities that involve games and popular activities at public, social events, from go carting to visiting state fairs and aquariums.

• Although similar to the overall general population, our target is more likely to cook/bake for themselves rather than choose to dine out for food.

• Our target does not appear to be interested in sports, as members are less likely than the general population to attend sporting events and participate in tailgating and fantasy sports leagues.

Membership Information Art Associations Human Rights Organization Unions Religious Clubs

Vertical Percent 3.7% 1.7% 5.1% 0.9%

Index 116 133 79 63

• The target is more likely than the general population to belong to art associations and human rights organizations.

• Our target is less likely to belong to religious clubs and unions.

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Dove Media Plan 2019

Collecting/Collectibles (Last 12 Months) Dolls (Collectible Type) Disney (Particular Character/Theme Park) Antique Toys Miniature Cars

Index 171 169 120 82

Paper Collectibles (Comic Books, Post Cards) Stamps Crystal Figures/Objects Ornaments Sports Memorabilia/Trading Cards

129 127 122 110 81

• Our target is much more likely than the general population to collect more ‘feminine’ items such as dolls and Disney themed items, and less likely to collect more ‘masculine’ items such as miniature cars.

• Although the target is more likely to collect paper collectibles, stamps and other household items than the general population, they are much less likely to collect sports memorabilia and trading cards.

Attitudes on Health: Agree a lot I Will Spend Whatever I Have To, To Make Myself Look Younger I Am a Vegetarian I’m Usually the First To Try A New Health Food I’ll Try Any New Diet I’ll Pay Just About Anything When It Concerns My Health

Vertical Percent 5.1%

Index 156

5.5% 9.6% 6.5% 17.5%

152 152 147 140

I Make Sure I Exercise Regularly I Try To Eat Healthier Foods These Days I Am Working At Eating A Well-Balanced Diet

18.7% 27.4% 21.6%

100 113 110

• In comparison with the population, our target is more likely to invest in methods to improve their health and appearance.

• The target appears to be very conscious about their health and remedying their lifestyles to look healthier and live a healthier life.

• Following a healthy eating pattern, our target is more likely than the average individual to be vegetarian and experiment with new diets.

• Our target is actively attempting and taking necessary measures to live healthier through working out and eating a well-balanced diet.

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Travel

Vertical Percent

Domestic Travel (Last 12 Months) - Yes Domestic Travel (Last 12 Months) - No Foreign Travel (Last 3 Years) - Yes Foreign Travel (Last 3 Years) - No

59.5% 38.2% 46.9% 48.6%

Own Vacation/Weekend Home – Yes Own Vacation/Weekend Home – No

5.1% 74.2%

• Over half of our target had the tendency to travel domestically within the last 12 months.

• Our target is relatively split on foreign traveling, with the slight majority responding to not traveling outside of the country within the last three years.

• Since the majority was very close, a lot of our overall target still had the tendency to travel outside of the country within the last three years.

• Our target tends to not own a vacation or weekend home to travel to.

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Simmons Media Profile 33

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Evaluating Our Target By Medium Magazines Fashion/Beauty W Magazine Harper’s Bazaar More Vogue Elle

Index 243 211 198 192 174

• Our target avidly reads magazines pertaining to women’s fashion, style and beauty topics in comparison to the general population.

Women’s Wellness First for Women Weight Watchers Self Women’s Health Shape

Index 205 194 175 173 145

• The target is more likely than the population to read magazines oriented toward female health and wellness, showing our target to be generally healthful and fitness enthused, as well as reiterating our demographically female target.

For the Home Elle Décor Town & Country Architectural Digest This Old House House Beautiful

Index 174 166 164 138 133

• In comparison with the general population, our target is more likely to read magazines concerning architecture, home essentials and decorating.

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Dove Media Plan 2019

Financial & Business Bloomberg Businessweek Kiplinger’s Personal Finance The Economist Forbes Fortune Money Magazine

Index 226 190 163 156 151 144

• Our target seems to value gaining business insight and financial advice from financially oriented magazines, proving more likely than the overall population to read magazines within this genre.

Cooking/Food & Drinks Food & Wine Bon Appetit Cooking Light Cooking with Paula Deen Every Day with Rachael Ray

Index 152 151 145 143 128

• Along with the high readership of ‘For the Home’ magazines, our target is more likely than the population to read magazines with an emphasis on preparing healthy meals and beverages at home.

Sports/Recreation/Outdoors Outdoor Life Outside Petersen’s Hunting ESPN The Magazine Sports Illustrated

Index 150 145 139 97 80

• Our target is more likely than the population to read outdoor and recreational magazines. Meanwhile, our target is less likely than the population to be interested in magazines mainly emphasizing sports and sporting events.

• In comparison to other magazine genres, our target’s index numbers are lower for the sports/recreational/outdoor magazines.

• With this being said, other magazine categories may be more relevant to fully identify our target’s attributes and interests.

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Dove Media Plan 2019

Newspapers and Newspaper Sections Daily Newspaper Sections Fashion Classified Travel Food or Cooking Entertainment Business/Finance Movie Listings & Review

Index 126 118 111 102 100 98 93

Sports Home/Furnishing/Gardening Comics Editorial General News Front Page

88 86 85 84 79 79

• Our target is more likely than the population to read fashion, classified and travel sections within the newspaper.

• The target is less likely than the overall population to read sections on sports, general news and editorials.

• In alignment with magazine readership, our target is once again less likely/ relatively similar to the population to choose to read sports pieces.

National Daily Newspaper The New York Times The Wall Street Journal USA Today

Vertical Percent 4.3% 3.9% 4.8%

Index 137 129 100

• Our target is more likely than the general population to use the New York Times and the Wall Street Journal as their national information sources.

• The target aligns with the general population in readership of USA Today, and tends to use this platform slightly more than the other two.

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Dove Media Plan 2019

Cable Television Channels Entertainment VH1 BET MTV2 Reelz Channel E! MTV

Index 185 185 167 155 153 147

• Our target is more likely than the general population to tune into cable television for entertainment programming.

• Specifically, our target is much more likely to watch the VH1 or BET channels.

Lifestyle TV One Own – Oprah Winfrey Esquire Network Logo TV Lifetime

Index 192 162 164 157 156

• The target is more likely than the population to have high television viewership for channels presenting lifestyle programs, which includes talk shows, familymodeled television, fashion and beauty, as well as programs with valuable life meanings.

• Corresponding with entertainment channel viewership, our target is more likely to watch BET and TV One, which are both designed for black audiences and correlates with prior research of our multi-ethnic demographic.

Children & Family Teen Nick Nick at Nite Cartoon Network GSN ABC Family

Index 201 167 164 162 138

• Our target has an interestingly higher viewership than the general population for channels displaying programs designed for children and/or families.

• This may indicate our target has children, enjoys watching cartoon programs or is more family-oriented than the average American.

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Dove Media Plan 2019

News Programming BBC World News HLN (Headline News) CNN Fox News Channel BBC America

Index 149 132 128 116 110

• Our target is more likely than the general population to watch a plethora of news programming channels, with BBC World News having the highest likelihood.

• This high viewership of BBC World News shows how our target may be more interested in learning about international news and global affairs rather than reports solely concentrated on the United States.

Outdoor/Planet Exploration Travel Channel National Geographic Channel Animal Planet

Index 122 113 112

Discovery Channel Nat Geo Wild

104 103

• Channels involving the outdoors and exploring nature appear to be less popularly watched among our target.

• Our target is more likely than the population to tune into the Travel Channel, but overall, relatively similar to the general population in terms of watching other comparable channels.

Crime/Mystery/Thriller Cloo Chiller Investigation Discovery Oxygen Syfy

Index 186 179 150 147 109

• Channels showing programming specifically focused on crime, horror and mystery thrillers are popular among our target, as the target is more likely than the overall population to watch these channels.

• Specifically, our target is much more likely to watch programs on the Cloo and Chiller channels, which shows our target likely enjoys suspenseful and thrilling content.

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Dove Media Plan 2019

Sports Programming NBA TV NHL Network Sportsman Channel NFL Network ESPN

Index 176 175 143 107 87

• Our target is much more likely than the population to watch programming specifically concerning the NBA and NHL, but in comparison, are less likely or have relatively similar habits to the population for viewing channels that encompass multiple sporting events such as ESPN. • The target appears to be mostly interested in basketball and hockey events.

Home & Cooking Cooking Channel Food Network DIY (Do-It-Yourself) HGTV

Index 124 115 100 95

• This genre of television channel has some of the lowest skewing index numbers, which may be indicating our target is not as interested in the content on these channels.

• Specifically, our target is more likely than the average individual to watch the Cooking Channel, but relatively even to the rest of America for choosing to watch Food Network, DIY and HGTV.

Television Shows (Once a week programs, viewed last seven days) Crime & Investigation Scandal Secrets and Lies Forever Crimetime Saturday The Mentalist

Index 253 219 214 208 202

• Our target is much more likely than the overall population to watch television programs relating to crime, mysteries and law cases.

• This genre of television shows has the largest index numbers, allowing us to infer our target enjoys these specific programs, and likely programs similar to these.

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Dove Media Plan 2019

Reality Programs Celebrity Wife Swap America’s Next Top Model The Bachelorette So, You Think You Can Dance The Apprentice

Index 175 169 169 160 148

• The target is more likely than the population to watch reality television shows, with popular programs among our target being Celebrity Wife Swap, America’s Next Top Model and The Bachelorette.

• The preceding reality television programs all feature female leads or multiple female leads, demonstrating how our target may be interested in following the lives and aspirations of women in various scenarios on television.

Game Shows Penn & Teller: Fool Us Are You Smarter Than a Fifth Grader Wheel of Fortune Jeopardy Weekend

Index 182 172 140 135

• Our target is more likely than the population to watch game shows and comedic programming.

• This genre varies from competitive gaming programs to simply humorous programs, showing our target’s wide interest for various programs of this nature.

Comedic Drama Scream Queens Jane the Virgin Leverage Crazy Ex-Girlfriend Grey’s Anatomy

Index 278 251 177 145 138

• The target is more likely than the general population to watch programs within the comedic drama genre, which may infer our target enjoys dramatic content with comedic relief and humorous character circumstances.

• Specifically, our target is much more likely to watch Scream Queens and Jane the Virgin in comparison to the population.

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Dove Media Plan 2019

Emotional Dramas Reign The Vampire Diaries Supernatural Empire How to Get Away with Murder

Index 263 201 155 153 145

• In terms of emotional dramas, similarly to comedic dramas, there is a large viewership among our target in comparison to the general population.

• Reign and The Vampire Diaries are the top two programs that have the highest likelihood to be viewed by our target in comparison to the population.

Comedic Sitcoms Rules of Engagement New Girl The King of Queens Two and a Half Men That ‘70s Show

Index 241 191 184 181 170

• The target is more likely than the general population to watch comedic sitcoms.

Considering the popularity of comedic sitcoms and the typically short duration of these programs, it may be beneficial to advertise throughout these programs.

• Our target is much more likely to watch Rules of Engagement in comparison to the general population.

Cooking Programs Recipe Rehab Martha Bakes Martha Stewart’s Cooking School MasterChef Hell’s Kitchen

Index 264 237 215 165 133

• In comparison to the American population, our target is more likely to watch programs affiliated with cooking and baking, from simple, chef-led programming, to cooking and baking competition programs.

• Specifically, our target is much more likely to watch Recipe Rehab and Martha Bakes, which may show our target is mainly interested in learning new recipes led by a chef in a lesson-type program format.

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Dove Media Plan 2019

Documentary/Informative Index American Masters 234 Frontline 203 Independent Lens 203 History Detectives 171 Nova 149 • In terms of documentary and informational television programming, our target is more likely than the general population to watch shows in this genre.

• Our target is significantly more likely to watch American Masters, a series producing biographies on talented artists in a plethora of categories, demonstrating how our target likely enjoys biography-style programs.

Television Dayparts TV - Weekday Daypart Mon-Fri 6am-9am Mon-Fri 10am-1pm Mon-Fri 1pm-4pm Mon-Fri 5pm-7:30pm Mon-Fri 7:30pm-8pm Mon-Fri 8pm-11pm Mon-Fri 11pm-Midnight

Vertical Percent 38.5% 22.2% 23.5% 50.2% 30.5% 62.2% 25.6%

Index 102 102 100 93 89 97 101

• The target tends to watch the most television during primetime (8pm-11pm), the early fringe (5pm-7:30pm) and early morning (6am-9am) dayparts throughout typical weekdays.

• The primetime daypart has the most viewership of all dayparts, which is overall very similar to the population as a whole.

• Each daypart still has significant viewership from our target despite the three primary watched dayparts, showing our target may be very dedicated to television viewing.

TV - Weekend Daypart Saturday 8am-10pm Saturday 8pm-11pm Sunday 7am-10am Sunday 7pm-11pm

Vertical Percent 29.0% 42.4% 18.9% 28.4%

Index 112 102 98 83

• Our target tends to watch television throughout later hour dayparts on weekends, though there is still significant viewership in the morning dayparts as well.

• The target is likely to watch more television on Saturdays over Sundays.

• In comparison to the overall population, our target is relatively similar in viewership patterns for each weekend daypart.

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Dove Media Plan 2019

Radio Formats Station Type Contemporary Hit Radio Urban (Total) Country (or Western) Adult Contemporary Spanish Urban AC Rock Mexican Contemporary Christian All News Classic Rock Talk Classical

Vertical Percent 22.0% 15.4% 15.4% 14.6% 7.2% 7.1% 3.5% 3.3% 3.2% 8.9% 4.9% 2.5% 0.8%

Index 127 152 89 113 127 163 71 121 77 72 64 125 59

• Our target tends to listen to Contemporary Hit Radio the most, with Urban (Total) and Country (or Western) stations as the next preferred stations.

• Our target does not tend to listen to the classical music station and is much less likely to listen to this station compared to the general population.

• The target is much less likely than the population to listen to Rock, All News, Contemporary Christian and Classic Rock stations.

• Our target also tends to listen to these four stations much less in comparison to other stations.

Radio Dayparts Radio - Weekday Daypart Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-Midnight Mon-Fri Midnight-6am

Vertical Percent 46.5% 34.4% 43.5% 24.0% 7.0%

Mon-Fri Drive Time (Combined) 59.7%

Index 98 103 102 133 143 99

• Our target tends to listen to the radio the most throughout the morning daypart and the afternoon to early evening daypart.

• Our target is most likely to listen to the radio on their commuting drive hours.

• The target is more likely than the population to tune into the radio throughout the late-night and overnight hours.

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Dove Media Plan 2019

Radio - Weekend Daypart Sat-Sun 6am-10am Sat-Sun 10am-3pm Sat-Sun 3pm-7pm Sat-Sun 7pm-Midnight Sat-Sun Midnight-6am

Vertical Percent 18.6% 33.4% 31.0% 22.5% 7.6%

Index 97 106 107 140 160

• Our target tends to listen to the radio throughout the daytime to early evenings (10am7pm) on weekends rather than early morning or late night.

• Our target is more likely than the general population to listen to the radio overnight and into the early morning.

Digital Media Online Activities E-mail Check the Weather Banking (Check Financial Accounts/Pay Bills Online) Look Up Directions or Maps Use Search Engines Visit Social Networking Websites Read Latest News/Current Shopping: Made a Purchase Look for Recipes Instant Messages (IM) Play Games Online

Vertical Percent 53.7% 36.6% 34.3% 32.9% 26.1% 26.1% 25.0% 23.4% 21.7% 19.9% 17.0%

Index 90 85 87 95 86 94 94 103 104 101 93

Play Fantasy Sports Buy/Sell Stocks, Bonds, Mutual Funds Personal Ads/Dating Services Online Gambling

2.9% 2.8% 2.2% 1.5%

83 101 111 109

• Our target tends to use the internet for a plethora of activities, ranging from communications such as email and messaging, managing finances and surfing the web.

• The target is less likely to use the internet for activities such as dating services, online gambling or participating in online fantasy leagues.

• In comparison to the general population, our target is no more or less likely to use the internet for the various listed purposes.

Social Media Vertical Percentage User 80.9%

Index 105

• The majority of our target is present on social media and very similar to the general 44

Dove Media Plan 2019

population in terms of social media usage.

• Our target may be easy to reach with advertisements displayed on various social media platforms.

Actual Websites Used/Visited (last 30 days) News Websites TheGuardian.com USAtoday.com NYTimes.com Foxnews.com CNN.com

Index 197 163 128 120 110

Social Media Websites Myspace.com Twitter.com Facebook.com

266 125 101

Streaming Services Hulu.com Netflix.com

142 108

• In comparison with the population, our target is much more likely to use TheGuardian. com and USAtoday.com for their news information.

• Correlating with national daily newspaper readership, our target is once again more likely than the the population to rely on a New York Times platform, (NYTimes.com) for news information.

• Our target is much more likely than the population to use Myspace.com as their primary social media website.

• The target is more likely to use Hulu.com for their streaming service.

• Our target is relatively similar to the overall population in terms of using Netflix.com as their streaming provider.

Search Engine Used (Most often) Google Search Yahoo Search Bing AOL Ask

Vertical Percent 67.3% 15.5% 5.1% 3.1% 1.6%

Index 102 155 119 112 188

• Our target tends to use Google Search as their primary search engine. The target’s Google Search usage is also similar to that of the overall population.

• Despite the lower tendencies to use Ask and Yahoo Search as frequent search engines, the target is overall more likely than the general population to use the two.

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Media Objectives 47

Dove Media Plan 2019

Media Objectives Target

• We will target women, ages 18-49, who are multi-ethnic, make a lower household income and are presently married with no children.

• To designate our target, we evaluated users of high-end body wash and found the majority are more likely to be women with various ethnic backgrounds.

• Users of high-end body washes are also more likely to be married without children, and more likely than the population to fall into the lower income ranges.

Geography • We are planning a national campaign with local heavy-ups emphasized in seven cities: Atlanta, GA, Dallas-Ft. Worth, TX, Houston, TX, Los Angeles, CA, Miami-Ft. Lauderdale, FL, San Francisco, CA, and Washington, DC. • We chose a national campaign with local heavy-ups in order to still reach users of high-end body wash nationwide, but also to advertise more to those residing in the most populous regions for our target: the south and west.

• Through the heavy-up emphasis, we are entering seven large markets and reaching 16.6 percent of United States households.

• Our target is additionally much more likely than the population to reside in three of the top Nielsen DMA’s, Washington, DC, San Francisco, CA, and Atlanta, GA, which is why we chose to advertise in Washington DC, and two of these cities aleady fall into the most popular regions.

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Dove Media Plan 2019

Seasonality • The campaign will pulse throughout the year, advertising continuously with a seasonal heavy-up period occurring throughout fall and winter months in nonheavy up markets. More specifically, we are adding a heavy-up from November to February to further emphasize our product and keep up with the advertising schedules of our competitors.

• To avoid our product being overlooked at any point in the year, we decided a continuous advertising schedule would ensure Dove remains influential and maintains a large market share.

• We decided to implement a seasonal heavy-up during fall and winter months to keep up with our competition, but also to emphasize Dove body wash during the coldest and driest months where a cream body wash could specifically help repair dry skin.

Scheduling • To directly influence our target, advertising will be presented on weekday morning hours, as well as during evening hours such as early fringe, primetime, late night and evening commutes. We will also advertise during the day on radio platforms for a select period throughout the year.

• In terms of scheduling strategy, we chose to place advertisements in dayparts our target is more likely to be consuming media. This includes watching programs on late or primetime television, or listening to the radio throughout the morning and evening commutes to and from work.

• Although weekdays are more popular for our target to consume media, our target tends to consume media at similar hours throughout the weekends.

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Dove Media Plan 2019

Plan Performance • In our seven heavy-up markets, we will reach 80 percent our target an average of 3 times producting 250 GRPs for all 12 months of 2019.

• We will be specifically advertising to geographical heavy-up markets from March to October, as the second heavy-up fulfills reach and frequency goals for the additional four months to allow for consistent exposure.

• In non-heavy-up markets from March to October we will reach 70% of our target an average of 2.2 times (as designated by the Ostrow method).

• The reach and frequency values are different for non-heavy-up markets throughout this eight-month period due to there being no seasonal heavyup at this time.

• In non-heavy-up markets during our seasonal heavy-up, November to February, we will reach 80 percent of our target an average of 3 times.

• We are increasing the reach and frequency in non-heavy-up markets throughout our seasonal heavy-up from November to February in order to further spread awareness to the entire population and overall expose more individuals to Dove body wash products in a time period where Dove’s main competitors are trying to do the same.

https://i1.wp.com/i.dawn.com/large/2015/05/55567e13ce0da.jpg?resize=640%2C384

http://cdn.strategyonline.ca/wp/wp-content/uploads/2014/09/Dove50th.

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Dove Media Plan 2019

Determining Frequency using The Ostrow Method Marketing Factors That Affect frequency • Established brand -.2 • High market share -.1 • Dominant brand in market -.2 • High Brand Loyalty -.1 • Short purchase cycle +.1 • Product used daily +.2 Total: -0.3 Copy Factors That Affect Frequency • Simple copy -.2 • Copy more unique than competition +.1 • Continuing [old] campaign -.1 • Product sell copy -.1 • Single kind of message -.2 • Older messages +.1 • Small ad units +.1 Total: -0.3 Media Factors That Affect frequency • Lower ad clutter in media mix -.1 • Compatible editorial environment -.2 • Attentiveness to media low +.1 • Pulsed campaign +.1 • Many media used +.1 • Opportunities for media repetition -.2 Total: -.2

Overall Frequency: 2.2

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Media Strategies 53

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Chosen Media

Magazines – Women • Considering the large readership of female-oriented magazines, magazines are a reliable means of reaching the target and have a high passalong rate in diverse locations.

• Magazines offer an elegant presentation of products, more than a standard newspaper or flyer would, as typically there are image effects, high-quality ink and glossy paper to enhance the image and product.

• Magazines are greatly differentiated in terms of subject matter and target audiences, meaning our product could be placed in a more affluent magazine and be exposed to a variety of individuals, including users of upscale body washes.

Network Television – Early Morning • A large portion of the population and our target are likely to wake up and turn on the television before leaving for work or starting the day, offering wide exposure and reach to the masses.

• Viewership of network television was very popular among our target during the early morning daypart both during the week and on the weekends, proving opportunities for exposure to Dove body wash at this time.

Network Television – Early News • Aligning with Dove’s Real Beauty campaigns, commercials are positive ways of appealing to audiences by showing diverse ideals of beauty. Also, more serious campaigns align well with the importance mindset of news programming.

• Individuals may be more attentive to this daypart due to the typically important and informative programming, especially during time periods with high affairs and global news to be shared.

Network Television – Prime • As the most popular daypart among our target for network television, primetime is a very popularly watched program typically including many of the best television shows of the year, making this medium beneficial in terms of reaching large audiences nationwide.

• With the wide reach to masses provided by this daypart, Dove can more easily persuade individuals to buy their products through attractive commercials.

Network Television – Late Night/Late News • In accordance with the early news daypart, this daypart also receives a wide viewership nationwide due to the important information shared daily, providing more exposure to Dove products to those watching the programming.

• This daypart also is more likely to attract mature and adult audiences, therefore the individuals that will actually go out and buy our products for themselves or their families.

Network Cable – Prime • Similar to the network television prime-time daypart, there is a large viewership from Americans that use cable nationwide to watch the most popular or highly viewed television programs.

• There are many popular cable channels that make individuals nationwide pay for channels, allowing for premium exposure to Dove products in a visual and realistic manner.

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Dove Media Plan 2019

Network Radio – Morning Drive • The morning drive daypart has a large reach to everyone who commutes to work in the mornings, or does other activities to start off their days, providing a wide exposure to the product and their described benefits.

• If the advertisement copy clearly demonstrates product values and benefits, especially after individuals likely completed their morning hygiene routines, there is a large opportunity to persuade individuals into buying Dove products to enhance their routines.

Network Radio – Evening Drive • This network radio daypart allows Dove to reach the target at a very busy and fast-paced hour, whether it be driving home from work, picking up the kids, etc., there is a much better chance of reaching the target at this hour.

• The evening drive also offers the opportunity to raise awareness for our product and persuade or remind individuals to drive to the store and pick up Dove products.

Digital National – Ad Networks: Run of Network & Demo Targeted, Social, Mobile • Through digital advertisements, Dove can easily reach the target on a plethora of publisher sites that already align with their interests and through most-often used social media platforms.

• Using social media specifically, Dove can advertise their product with images and videos to demonstrate product attributes or content that would appeal to the target online and persuade individuals to switch to Dove.

Spot Television – Prime • Reemphasizing the significance and popularity of the prime-time daypart, Dove will increase exposure to specific targets through localized advertising.

• Utilizing the spot television prime-time daypart allows for additional exposure to the target on top of the national campaigns during the most popular programs on television.

Spot Radio – Morning Drive & Evening Drive • Using the morning/evening drive dayparts of spot radio allows for frequent exposure and reminders to buy Dove products on our target’s daily commutes.

• Localized radio advertisements can persuade individuals to stop at their local convenience stores and retailers on their drives to pick up Dove body wash.

Spot Television – Early Fringe/News • Localized advertising through spot television during the early fringe daypart allows for more relevant advertising to the target by providing local elements and even retailers to buy products.

• Similar to the early news daypart of network television, the daypart is viewed by a more mature audience and offers opportunities to continue educating our target on Dove’s product benefits.

Spot Cable • There is a large population that invests in cable television, therefore it is important to narrow down in populous and interested target markets to further remind and attract our target to switch to or try Dove for body wash.

• The plethora of cable channels provides a wide variety of interests overall for Dove ads to blend into and appeal to the ideal target market.

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Dove Media Plan 2019

Dove 2019 Media Mix

Spot Cable 2%

Spot Radio-Morning 1%

Spot Radio-Evening 1% Net TV-E Morning 9%

Spot TV-Prime 11%

Net TV-E News 13%

Spot TV-E Fringe/News 5%

Digital National 5%

Magazines-Women 6% Net Radio-Daytime 1% Net TV-Prime 21%

Net Radio-Evening 2% Net Radio-Morning 2% Net Cable-Prime 13%

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Net Cable-E Fringe 4%

Net TV-Nite/L News 4%

Dove Media Plan 2019

CPMs for each Medium used (per month ranges) March-October CPMs

Non-heavy-up • Net TV-E Morning = $22.08 • Net TV-E News = $29.36 • Net TV-Prime = $47.12 • Net Cable-E Fringe = $10.48 • Net Cable-Prime = $27.92 • Net Radio-Morning Drive = $4.52 • Net Radio-Evening Drive = $4.02 • Magazines-Women = $11.59 • Digital National = $11.11 Heavy-up • Spot TV-E Fringe/News = $94.18 • Spot TV-Prime = $173.58 • Spot Cable = $47.91 • Spot Radio-Morning Drive = $18.95 • Spot Radio-Evening Drive = $19.07

November-February CPMs

Non-heavy-up • Net TV-E Morning = $22.08 • Net TV-E News = $29.36 • Net TV-Prime = $47.12 • Net TV-L Night/News = $26.26 • Net Cable-E Fringe = $10.48 • Net Cable-Prime = $27.92 • Net Radio-Morning Drive = $4.52 • Net Radio-Daytime = $5.96 • Net Radio-Evening Drive = $4.02 • Magazines-Women = $11.59 • Digital National = $11.38 Additional Notes: • The CPMs per heavy-up markets from March-October are much larger than the non-heavy-up mediums due to it being more expensive to reach local markets.

• Network television-prime is more expensive than others due to the competitive and sought after time slots to advertise within this popularly watched daypart.

• Network television, regardless of the daypart, tends to be more expensive than others due to the large exposure on the population and the popularity nationwide.

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Dove Media Plan 2019

Summary of Plan Outcomes March-October

• Reach • Non-Heavy-up Markets: 74.7 percent • Heavy-up Markets: 87 percent • Frequency • Non-Heavy-up Markets: 2.5 • Heavy-up Markets: 3.3 • TRPs • Non-Heavy-up Markets: 185 • Heavy-up Markets: 290

November-February

• Reach • Non-Heavy-up Markets: 82.3 percent • Frequency • Non-Heavy-up Markets: 3.0 • TRPs • Non-Heavy-up Markets: 250

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Dove Media Plan 2019

Spot/Heavy-up Market Information Overall: Seven Markets to reach 16.6 Percent of Households 1.

2.

3.

4.

5.

6.

7.

Los Angeles, CA = 5 percent Dallas-Ft. Worth, TX = 2.16 percent San Francisco, CA = 2.14 percent Washington, DC = 2.05 percent Atlanta, GA = 2.04 percent Houston, TX = 1.82 percent Miami-Ft. Lauderdale, FL = 1.36 percent

Creative Units Purchased • • • • • • • • • • •

• • • • •

Network TV-E Morning = :30 seconds Network TV-E News = :30 seconds Network TV-Prime = :30 seconds Network TV-L Night/News = :30 seconds Net Cable-E Fringe = :30 seconds Net Cable-Prime = :30 seconds Net Radio-Morning Drive = :30 seconds Net Radio-Daytime = :60 seconds Net Radio-Evening Drive = :30 seconds Magazines-Women = FPG 4C Digital National = IMPS (000) • General Sites/Ad Networks: 4000 units • Targeted Sites/Ad Networks: 2000 units • Social: 10000 units • Mobile: 5000 units Spot TV-E Fringe/News = :30 seconds Spot TV-Prime = :30 seconds Spot Cable = :30 seconds Spot Radio-Morning Drive = :30 seconds Spot Radio-Evening Drive = :30 seconds

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Media Plan Flowchart & Appendices 61

Medium Net TV-E Morning $(000) Net TV-Early News $(000) Net TV-Prime $(000) Net TV-L Nite/L News $(000) Net Cable-E Fringe $(000) Net Cable-Prime $(000) Net Radio-Morning Drive $(000) Net Radio-Daytime $(000) Net Radio-Evening Drive $(000) Magazines-Womens $(000) Digital National - Ad Networks: Run of Network and Demo Targeted - Social and Mobile $(000) Spot TV-Early Fringe/News $(000) Spot TV-Prime $(000) Spot Cable $(000) Spot Radio-Morning Drive $(000) Spot Radio-Evening Drive $(000) National Only Area GRPS $(000) Reach Avg. Freq.

Spot Only Area GRPS $(000) Reach Avg. Freq.

Spot + National GRPS $(000) Reach Avg. Freq.

20 291.0 25 483.7 25 776.2 20 346.0 20 138.2 25 459.9 25 74.5 20 78.5 25 66.2 25 191.0

20 150.0

250 3055.2 82.3 3.0

250 3055.2 82.3 3.0

20 150.0

250 3055.2 82.3 3.0

250 3055.2 82.3 3.0

Feb

20 291.0 25 483.7 25 776.2 20 346.0 20 138.2 25 459.9 25 74.5 20 78.5 25 66.2 25 191.0

Jan

20 52.9 25 191.0

20 52.9 25 191.0

290 3227 87 3.3

105 970.5 57.1 1.8

105 970.5 57.1 1.8 290 3227 87 3.3

185 2256.6 74.7 2.5

185 2256.6 74.7 2.5

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 138.2 20 367.9 20 59.6

20 138.2 20 367.9 20 59.6

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 291.0 20 386.9 20 621.0

Apr

20 291.0 20 386.9 20 621.0

Mar

290 3227 87 3.3

105 970.5 57.1 1.8

185 2256.6 74.7 2.5

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 52.9 25 191.0

20 138.2 20 367.9 20 59.6

20 291.0 20 386.9 20 621.0

May

290 3227 87 3.3

105 970.5 57.1 1.8

185 2256.6 74.7 2.5

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 52.9 25 191.0

20 138.2 20 367.9 20 59.6

20 291.0 20 386.9 20 621.0

Jun

290 3227 87 3.3

105 970.5 57.1 1.8

185 2256.6 74.7 2.5

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 52.9 25 191.0

20 138.2 20 367.9 20 59.6

20 291.0 20 386.9 20 621.0

Jul

Dove Media Plan 2019

290 3227 87 3.3

105 970.5 57.1 1.8

185 2256.6 74.7 2.5

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 52.9 25 191.0

20 138.2 20 367.9 20 59.6

20 291.0 20 386.9 20 621.0

Aug

290 3227 87 3.3

105 970.5 57.1 1.8

185 2256.6 74.7 2.5

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 52.9 25 191.0

20 138.2 20 367.9 20 59.6

20 291.0 20 386.9 20 621.0

Sep

290 3227 87 3.3

105 970.5 57.1 1.8

185 2256.6 74.7 2.5

20 148.0 20 230.2 25 530.3 20 117.1 20 46.3 20 46.6

20 52.9 25 191.0

20 138.2 20 367.9 20 59.6

20 291.0 20 386.9 20 621.0

Oct

250 3055.2 82.3 3.0

250 3055.2 82.3 3.0

20 150.0

250 3055.2 82.3 3.0

250 3055.2 82.3 3.0

20 150.0

241 1784.0 160 1841.4 200 4242.2 160 936.6 160 370.6 160 372.8

840 7763.6

GRPS: 3321 Cost: 38037.2

GRPS: Cost:

GRPS: 2481 Cost: 30273.6

GRPS: COST: GRPS: COST: GRPS: COST: GRPS: COST: GRPS: COST: GRPS: COST:

Target Demo: All Women ages 18-49 Nov Dec Total Across 20 20 GRPS: 240 291.0 291.0 COST: 3492.2 25 25 GRPS: 260 483.7 483.7 COST: 5030.2 25 25 GRPS: 260 776.2 776.2 COST: 8072.7 20 20 GRPS: 80 346.0 346.0 COST: 1384.1 20 20 GRPS: 240 138.2 138.2 COST: 1658.2 25 25 GRPS: 260 459.9 459.9 COST: 4783.0 25 25 GRPS: 260 74.5 74.5 COST: 775.1 20 20 GRPS: 80 78.5 78.5 COST: 314.2 25 25 GRPS: 260 66.2 66.2 COST: 688.0 25 25 GRPS: 300 191.0 191.0 COST: 2292.0 Dove Media Plan 2019

Dove Media Plan 2019

Appendices • • • • • • • • • • • • • • • • • • • • •

• • •

Unilever. (2017). Unilever Annual Report and Accounts 2017. Retrieved from https://globalbb-onesourcecom.ezproxy.library.wisc.edu/Web/Reports/AnnualReport.aspx?ReportID=GRC_99163765093&process=CP&file=file.pdf.

About Unilever. (2018). Retrieved from https://www.unilever.com/about/who-we-are/about-Unilever/ Our history. (n.d.). Retrieved from https://www.unilever.com/about/who-we-are/our-history/#timeline 2D 515804 open Unilever. (2017). Unilever Annual Report and Accounts 2017. Retrieved from https://globalbb-onesourcecom.ezproxy.library.wisc.edu/Web/Reports/AnnualReport.aspx?ReportID=GRC_99163765093&process=CP&file=file.pdf.

Corporate Filings. (2018). Retrieved from https://www.unilever.com/investor-relations/unilever-shares/ about-shares/corporate-filings/ All brands. (n.d.). Retrieved from https://www.unilever.com/brands/ Sustainable Living. (2018). Retrieved from https://www.unilever.com/sustainable-living/ Welcome to Dove. (2018). Retrieved from https://www.dove.com/us/en/home.html# Body Wash. (2018). Retrieved from https://www.dove.com/us/en/washing-and-bathing/body-wash.html Buy In Store Search Result. (2018). Retrieved from https://www.dove.com/us/en/secure/buy-in-storesearch-result.011111611047.html?pc=53703&preUrl=https://www.dove.com/us/en/washing-and-bathing/ body-wash/go-fresh-revive-body-wash.html&pvi=1111161104&dw=1&radius=1 Dove Self-Esteem Project. (2016, January 11). Retrieved from https://www.dove.com/us/en/dove-self-esteem-project.html Dove Real Beauty Sketches. (n.d.). Retrieved from https://www.dove.com/us/en/stories/campaigns/real-beauty-sketches.html Mintel. (2018). Soap, Bath and Shower Products - U.S. - February 2018. Retrieved September 26, 2018 from Mintel Reports database.

The World’s Top Beauty Companies (by estimated 2016 beauty revenues). (n.d.). Retrieved from https:// www.adbrands.net/sectors/sector-personal-care.htm Body Wash & Shower Gel. (n.d.). Retrieved from http://www.bathandbodyworks.com/c/body-care/bodywash-shower-gel Shea Moisture Home Page. (n.d.). Retrieved from https://www.sheamoisture.com/?gclid=Cj0KCQjw3KzdBRDWARIsAIJ8TMRLeszGl4qD7D5y8ypnyHYenJ7FOJzxPzdK3X37-CiTopc78I-caVUaAvo8EALw_wcB Home – Landing Page. (n.d.). Retrieved from https://www.sheamoisture.com/c/communitycommerce/ Press. (n.d.). Retrieved from https://www.sheamoisture.com/press/ Body Wash. (n.d.). Retrieved from https://www.sheamoisture.com/products/bath-body/body-wash.html?p=3&product_list_order=price Why Neutrogena®? (n.d.). Retrieved from https://www.neutrogena.com/why-neutrogena.html Rainbath. (n.d.). Retrieved from https://www.neutrogena.com/search?q=rainbath&utm_source=google&utm_medium=cpc&utm_campaign=GO-USA-ENG-PS-Neutrogena-BP-EX-RN-Body-RainBath&utm_ content=Core Body Wash&utm_term=neutrogena body wash&&gclid=Cj0KCQjw3KzdBRDWARIsAIJ8TMQogKy0pZOJh6bcIG2EMyQ3_fG2ZSGvBrjDRJcplLhhguh1Rli0TpAaAifmEALw_wcB&gclsrc=aw.ds.ds Astor, M. (2017, October 08). Dove Drops an Ad Accused of Racism. Retrieved from https://www.nytimes.com/2017/10/08/business/dove-ad-racist.html Welcome to Dove Men Care. (n.d.). Retrieved from https://www.dove.com/us/en/men-care.html#

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