Assignment: You individually (or with no more than two other partners in the class) will create an integrated marketing communication campaign proposal for the introduction of a new product brand extension: Aqua Velva Body Wash for Men. The Problem: Aqua Velva is launching a new product, a brand extension—Aqua Velva Body Wash for Men. The chief marketing officer and the advertising director at Aqua Velva are providing wide creative latitude to the advertising agency—you—to position this new brand to a target audience that will be most receptive to try the new body wash from Aqua Velva. So, you are beginning with a blank sheet of paper. Competitors Axe, Old Spice, and Dove have already successfully positioned themselves in the market of male body wash personal care products. Aqua Velva must find a unique, new position in the market that is truly differentiating with brand benefits and promises directed to a new group of consumers. You will select and identify the best target audience for introducing the new product. Communication Objectives: 1) Announce the launch of a new Aqua Velva brand—Aqua Velva Body Wash for Men– with a new identifiable target audience; and 2) promote trial purchase of the brand to this new target audience. Marketing Objective: Gain 10 % market share of men’s body wash personal care product category in 18 months. The assignment requirements to be completed are as follows: 1) Situation Analysis: This is a one to two-page overview of the assignment, the succinct history of the product category and the brand’s development, and the objectives you are trying to accomplish. Use the template provided in the assignment. 15 points 2) Consumer Profile: This part of the assignment, one page, identifies and pinpoints the target audience. You will write a profile of the ideal consumer for this brand identifying their needs and wants demographically and psychographically. This is the target audience to whom the advertising and promotion is directed. 20 points 3) Brand Strategy Statement: This is a fully developed sentence or two that concisely details the benefits of the brand to the consumer and why the target audience should select the brand. 15 points 4) Creative Brief: Write a Creative Brief based on the template provided in the assignment. The Creative Brief is the document usually write by the account planner in the ad agency that is the blueprint and creative direction for the development of the ‘big idea” of the campaign. 20 points 5) TV: Develop a :30 second TV commercial with a storyboard and script for national TV broadcast. This video may also be used in digital media online or on YouTube. 20 points. 6) Social Media: Develop a social media campaign using at least two social media in addition to Facebook—a total of three social media platforms; you do not need to use Facebook. Your proposal for the social media campaign will be two-pages, and include 1) objective of the campaign; 2) the strategy (how the social media platforms used will accomplish the objective); and 3) tactics of each social media describing and illustrating visually how each will function and work. 20 points 7) Promotional Event: Create an event or a sales promotion that may be linked to the TV campaign and/or the social media campaign. This may be a contest, event, in-store retailing or couponing providing pricing discounts for consumers to try the product. 20 points 8) Plan Book: Items 1-7 above will be placed in a hard copy binder that may be a three ring binder, or spiral binding, or saddle-stitched that is the final product delivered to the Aqua Velva client. No loose pages, unbound, or stapled papers will be accepted. The cover page (page 1) of the binder will include all student team member names, if applicable. Page 2 will be an Executive Summary of the campaign that provides the strategy and rationale for how the proposed campaign meets the communication and marketing objectives of the client. The remaining pages will include items 1-7 with a brief description of each item and its purpose within the campaign. 20 points I will upload an outline and some sources may be useful. except the plan book and the consumer profile, finish remain parts. The target consumer is work man. And if you use some other sources, please list to the end.
• Consumer market researcher Euromonitor estimates that the men’s grooming category in the US will reach $5.8 billion by 2016, with the men’s toiletries category—which includes bath and shower, haircare and skincare products—expected to see 10% growth from its 2012 sales tally.
• But while sales in the health and beauty category skewed heavily toward women and young millennials (ages 18 to 24), a higher percentage of men reported purchasing health and beauty products online than said they bought pet supplies, groceries or baby toys online. And since men increasingly research online—on desktop and mobile—and have little interest in browing store aisles, creating ecommerce “man aisles” is one way CPG marketers can reach males and provide CPG product information.
• Men connect with brands that tell a story, according to Keith Richman, CEO of Break Media, which hosts a stable of male-focused websites. Break found that “men gravitate toward products that tell a story about them and convince them that they do in fact look good and smell good,” Richman said.
• THE humble bar of soap has been under attack in recent years, as liquid soaps and hand sanitizers like Purell grow more popular. Women have been more apt to snub it, with 29 percent reporting that they never buy bar soap, compared with 24 percent of men, according to a 2008 study by Mintel, a market research firm.
• But men increasingly are being wooed from bar soap, too. Among the newest offerings is Nivea for Men Active 3, which is being advertised in a print campaign — by Draft FCB, part of theInterpublic Group of Companies — in magazines like GQ, Esquire and Men’s Health. Like some other brands, it can be used as both a shampoo and body wash, but also functions as a shave gel for both above and below the neck.
• Nicolas Maurer, a brand manager with Nivea’s parent company, Beiersdorf, which is based in Germany,… While women prefer specific shampoos and soaps to match hair and skin types, men like the convenience of multifunction formulas, Mr. Maurer said.
• The liquid body soap market grew to $733 million in 2008 from $480 million in 2003, an increase of 53 percent, according to Mintel, which projects revenue will top $1 billion in 2013. Men’s formulas are growing more rapidly than women’s and unisex products, from a 17 percent share of overall category revenue in 2005 to 28 percent today (2009), according to Nielsen data.
• Axe, which introduced a shower gel in 2005
o is the most popular men’s brand, with a 7 percent share of the total body wash market, according to Information Resources, a market research firm.
o are marketed as “an ally for guys to give them an edge in the mating game.”
o in 2008 it introduced the Axe Detailer — basically a black pouf encased in a tire-shaped rubber grip, with, on the side opposite the pouf, a rougher option for exfoliating feet and elbows.
o Rose Cameron, chief strategy officer at Euro RSCG in Chicago and an expert on marketing to men, says that while toiletries marketed to women usually are “about pampering, with men it’s about performance. How you need to talk to men about hygiene is how you would talk to them about taking their car to the garage, about how they’ve got to keep this vehicle in its best shape for its best performance.”
o attributes Axe’s success to its being youth-oriented, because while older men might consider shower gels to be feminine, teenagers are more impressionable — and self-conscious.
• Old Spice, which introduced body wash in 2003 and is a close second to Axe among men’s brands, with 6 percent of the total market, also emphasizes manliness: it is the official body wash of the N.F.L. and Nascar. This year (2009) it introduced its own shower tool, the Deck Scrubber.
• Nivea for men
o “The target we have is slightly older than Axe or Old Spice,” said Mr. Maurer, of Beiersdorf. “We’re talking to a more confident guy that knows who he is and what he stands for, and who is past the trying-to-get-the-girl stage.”
• ranking of various body washes…including AXE, OldSpice and Dove
• mintel report bullet points
• comparison of OldSpice and Dove ads on the superbowl
o The Dove ad is creative and gets your attention. It uses a softer communication style, which would be fine if the ad was aimed at women. Instead it speaks directly to men, (especially at the end). It’s telling men that they deserve their own body wash, and that it’s time to “be comfortable in your own skin.” A feminine approach – one that will definitely work for some consumers (male and female). But it’s not talking to (or hitting the emotional buttons of) the major body wash consumer: women.
o The Old Spice ad is not only creative (with a script that many people have memorized), it does something fascinating – it uses male communication style to speak directly to women. Short sentences. Copy that says, “Ladies, your man may not look like me, but he can smell like me. And that’s the next best thing.” And, as my partner Roy H. Williams says, the copy is written in the imperative voice, commanding viewers to buy Old Spice body wash. It speaks directly to heart and mind of the body wash consumer (not to mention the guy is pretty easy on the eyes, as well), especially the Sorceress.