1. Analyze Deo market and Dry Idea's Place in it. What drives the category from the consumer behaviour point of view?
The US market for underarm products have grown to 506 million units, consisting over $1 billion in sales by the year 1983. The categories of the product were:
• Deodorants – consisting of 25% sales and provided for only anti-odour protection
• Antiperspirants– consisting of75% sales and provided effective deodorancy and protected against perspiration wetness
There were four major forms by 1983, they are:
1. Aerosols
2. Roll-ons
3. Sticks
4. Solids
Features of Dry Idea:
• Launchedin 1970 it was an antiperspirant with scented and unscented fragrances
• Improved dryness protection
• Improved roll on aesthetics in a better dry …show more content…
Showan increase trend towards solid form.
• In 1983 deodorant/antiperspirant advertisers spent a total of $ 121 million on media, 13% increase over 1982
• The following consumer behaviour can be seen fromExhibit 3:
• Total users of deodorant/antiperspirant were 48percent males and 52 percent females
• Among the roll-on users 30percent are males and 70percent are females
• The 55+ age group has highest users of deodorant/antiperspirant and lowest is in the 12-17 age group
• The age group 25-34 has maximum Dry Idea users, minimum in the 55+ agegroup
• Highest Roll-on users in the 55+ age group and lowest in 12-17 age groups
• The highest users of deodorant/antiperspirant among the PCD category is in the easternregion and lowest in South Central
• Among the deodorant/antiperspirant users in different regions, Dry Idea users are highest inNorth Central and lowest in Western Region
• From exhibit 4 we can say:
• Dry idea share in the total deodorant/antiperspirant market increased from 0.7% in1978 to 4.8% in 1981, then it came down to 4.5% in 1982 and 4.2% in …show more content…
Procter & Gamble (Secret and Sure Brands) with 21.8%
2. Gillette Right (Guard,Soft &Dri,Dry Idea)with 17.1%
3. Carter-Wallace (Arrid) with 11.4%
4. Mennen (Lady Speed Stick) with 9.9%
5. Bristol Myers (Ban) with 9.1%
6. Shulton (Choice Old Spice, Lady’s)with 6.2%
2. Understand the Brand management and Account management organization based on the case data and analyze/ compare the client and agency.
3. What really is the problem? What alternatives Carol has and what should she do?
Problems
• There were two new advertisement campaigns planned by Gillette “New start to finish” and “all you feel is dry”. Based on the pilot tests, both the advertisements had pretty low recall rates and were even less effective as compared to “Spokesman” campaign
• Gillette management was of the view that they were not getting the adequate support from the BBDO agency
Alternatives Available to Carol
• Three advertisement campaigns were available – “New start to finish”, “Spokesman” and “all you feel is dry”. Carol needed to choose among them for the short term advertising.
• The way forward o Another round of copy development with BBDO Agency o Fire BBDO and engage other agency and start from scratch o Engage both BBDO and another agency and develop new
The US market for underarm products have grown to 506 million units, consisting over $1 billion in sales by the year 1983. The categories of the product were:
• Deodorants – consisting of 25% sales and provided for only anti-odour protection
• Antiperspirants– consisting of75% sales and provided effective deodorancy and protected against perspiration wetness
There were four major forms by 1983, they are:
1. Aerosols
2. Roll-ons
3. Sticks
4. Solids
Features of Dry Idea:
• Launchedin 1970 it was an antiperspirant with scented and unscented fragrances
• Improved dryness protection
• Improved roll on aesthetics in a better dry …show more content…
Showan increase trend towards solid form.
• In 1983 deodorant/antiperspirant advertisers spent a total of $ 121 million on media, 13% increase over 1982
• The following consumer behaviour can be seen fromExhibit 3:
• Total users of deodorant/antiperspirant were 48percent males and 52 percent females
• Among the roll-on users 30percent are males and 70percent are females
• The 55+ age group has highest users of deodorant/antiperspirant and lowest is in the 12-17 age group
• The age group 25-34 has maximum Dry Idea users, minimum in the 55+ agegroup
• Highest Roll-on users in the 55+ age group and lowest in 12-17 age groups
• The highest users of deodorant/antiperspirant among the PCD category is in the easternregion and lowest in South Central
• Among the deodorant/antiperspirant users in different regions, Dry Idea users are highest inNorth Central and lowest in Western Region
• From exhibit 4 we can say:
• Dry idea share in the total deodorant/antiperspirant market increased from 0.7% in1978 to 4.8% in 1981, then it came down to 4.5% in 1982 and 4.2% in …show more content…
Procter & Gamble (Secret and Sure Brands) with 21.8%
2. Gillette Right (Guard,Soft &Dri,Dry Idea)with 17.1%
3. Carter-Wallace (Arrid) with 11.4%
4. Mennen (Lady Speed Stick) with 9.9%
5. Bristol Myers (Ban) with 9.1%
6. Shulton (Choice Old Spice, Lady’s)with 6.2%
2. Understand the Brand management and Account management organization based on the case data and analyze/ compare the client and agency.
3. What really is the problem? What alternatives Carol has and what should she do?
Problems
• There were two new advertisement campaigns planned by Gillette “New start to finish” and “all you feel is dry”. Based on the pilot tests, both the advertisements had pretty low recall rates and were even less effective as compared to “Spokesman” campaign
• Gillette management was of the view that they were not getting the adequate support from the BBDO agency
Alternatives Available to Carol
• Three advertisement campaigns were available – “New start to finish”, “Spokesman” and “all you feel is dry”. Carol needed to choose among them for the short term advertising.
• The way forward o Another round of copy development with BBDO Agency o Fire BBDO and engage other agency and start from scratch o Engage both BBDO and another agency and develop new