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4/13/2015
TV Commercial
4/13/2015
DAWN Hand Renewal with
OLAY Beauty
Daniel Brockman, Vivek Asija, Kelly Fu
4/13/2015
Agenda
About DAWN Hand Renewal with OLAY Beauty
What do the Ads tell us?
External Environment
Dish Detergent Market
About Dish Detergent
Product Market Structure
Target Market
Competitors’ Messages
Marketing Mix
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About the Product
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Pictures are from DAWN website
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What do the Ads Tell Us?
The Target Market
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Women that wash dishes by hand
The Message:
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“When the forecast calls for
winter hands, reach for Dawn... “
“So smooth, so soft”
“Improves the look and feel of
hands in 5 uses”
“Goes beyond dishwashing to
help your hands seal in moisture
while you do the dishes”
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External Environment
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Recession
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Green Concerns
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More people eat at home, more
dishes to wash
Require Eco-friendly Ingredients
Water conservation advocates
dishwashing by hand
Dishwasher owners are on the
rise (1)
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Sources: (1) Dishwasher and dishwashing products in the United Stated
(http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)
4/13/2015
Dish Detergent Market
A $1.2 billion Market in 2009 (1)
Monopolistic Competition
Average household serves 6.8
main meals per week (2)
94% of meals are followed by
some use of hand dish liquid (2)
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Even in households with automatic
dishwashers
60% of households in USA have
an automatic dishwasher (2)
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Sources: (1) Dishwasher and dishwashing products in the United Stated
(http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)
(2) Kuo-Yann Li, ed., “Liquid Detergents”, CRC Press, 2006
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About Dish Detergent
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Mature Staple Product Class / Frequent
purchase
And a Potential Impulse Product
Inexpensive / requires little effort
Dawn and competitors have similar
ingredients
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What does matter are
consumer’s perception and
shelf position.
Branding and message is
important!
Surfactants (Sodium lauryl sulfate, Sodium laureth
sulfate)
Foaming agents (Dimethyl amine oxide )
Viscosity control (Salts)
Fragrance, color and other minor ingredients
Dawn differentiates with
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Skin lubricant and softener (Polypropylene glycol)
Vitamin E
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Product market structure
Dishwasher
and
Dishwashing
products
Dishwasher
soap
Original
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Anti-bacterial
1. DAWN Plus
Bleach
2.Palmolive
Antibacterial
Hand washing
soap
Hand-saving
1. DAWN Hand
Renewal with
OLAY Beauty or
with Vitamin E
2. Ivory
3.Palmolive Dry
Skin with Aloe
Eco-friendly
1. Seventh
Generation
2.Green Works
by Clorox
3. Palmolive
Pure +
Clear/Caring
Extra power
1.DAWN Plus
Scrubber
2.Palmolive
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Multi-functional
1.DAWN Simple
Pleasure with
Air Refresher
Define Target Market
P&G targets DAWN at:
 Women over age 15
 Any of the following:
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Has few dishes to wash
Choose not to use
automatic dishwasher
Does the dishes by herself
Concerned about personal
beauty
 Somewhat priceinsensitive
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About Target Market
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There are:
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137 million women over
15 years old in USA
2.6 Billion women over 15
years old in the world (1)
Restless Consumer
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Women make dish soap
choices
Women want to try new
products
Women receptive to
coupons free samples (2)
Picture: Picasso, "Three Women", Hermitage, St. Petersburg
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Sources: (1) United Nations, http://esa.un.org/unpd/wpp2008
(2) Dishwasher and dishwashing products in the United States
(http://www.researchandmarkets.com/reportinfo.asp?rfm=rss&report_id=1082484)
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DAWN Dish Detergent Product Line
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A Procter & Gamble Company
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Direct Foam
Dawn PLUS with Power Scrubbers
Dawn Hand Renewal with Olay Beauty
Dawn PLUS Bleach Alternative
Dawn PLUS Baking Soda Alternative
Dawn PLUS Vinegar Alternative
Dawn PLUS Odor Eraser
Dawn PLUS OXI
Ultra Dawn
Pure Essentials Dawn Botanicals
Dawn Power Dissolver
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Competitors’ Messages
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Palmolive
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Greenworks
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“Natural dishwashing liquid”
Ajax
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“Tough on Grease, Soft on hands”
“Fight germs”
“Smells Great”
“No unnecessary chemicals, no heavy
fragrances”
“Powerful oxygenated cleaning action leaves
your dishes sparking clean”
“Formulated for Dry and Sensitive Skin”
“Super Degreaser“
Joy
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“Powerful cleaning”
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• TV commercial
with emphasizes
how women’s
hands feel after
using
• Retailer store
coupon
• Price marked
down for
promotion
• Filled large
percentage of
shelf space with
same DAWN
bottle, shiny
labels attract
consumers
Price
• Sold mainly
through
supermarkets
and drug stores
• Placed in
household items
aisle
• DAWN brand
dish washing
detergents take
1/3 of the hand
dishwashing
product shelf
spaces
Promotion
• A kind of
dishwashing
detergent
• Mature Staple
and possible
Impulse product
• Make a softer
hand while
washing dishes
• Under a famous
brand
• Premium
package with
shiny labels
Place
Product
The Marketing Mix
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• Same price as
other DAWN
products
• Premium
compared to
most of other
brands
• Price marked
down during
promotions
Questions?
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