Our target market

As our product aims mainly customers, we are planning a B2C target market strategy.

1st target :
Business men, 30-45 years old, who are used to speak in public, for example during business presentations or professional meetings (once a week).
Thus, his attitude and physical presentation needs to be accurate and impeccable.

Businessman personal interests are economy, well-being, sports like golf, jogging and sail.
Businessman beliefs are self confidence, self esteem, professional mastery and sociable.

Regarding shopping, our core target is not a compulsory buyer.
Businessman only buys essential goods as food and daily products. When he is married, most of the time, it is his wife who does the weekly shopping.
If he does shopping, he is loyal to brands he usually likes and sometimes tries new products.

Our lifestyle product will be commercialized in retail.

To attract our target, our music commercial needs to be catchy.

"U can't touch this" from MC Hammer is the perfect song, as the song is know by our target, plus it reflects businessman dynamism.

2 nd target :
Businessmen wives are our second target.
She enjoys to please her family. Her interests are fitness, well-being, education if she has childrens and home management.
Her beliefs are security, serenity and health.
Wives are not only housewives, it could be also active wives who have a full time job, but still managed to care about house living.

She is a frequent buyer and is attracted to try new products more often than men. She cares about quality products and price as she needs to provide good quality to her family.

Reviewing of the objectifs

After seeing what our competitors do on the blogs/facebook pages, we would like to add to our objectives for this campaign :

- create a community of 10 000 followers, giving them the opportunity to talk about our products, but also exchange their tricks or talk about their problems.

- increase of 20% the number of visitors of our blog

- to have 20 to 30 comments per post

Analysis of Dove's facebook page

Dove's facebook page is liked by over 10 million people, and over 300 thousand are talking about it.

There is very little about sales on it, it is mainly about building the Dove community, and talking about events that Dove organizes. There are lots of posts asking open questions to the community so that people get talking (example : Le Père Noël nous a gâté, nous avons la plus belle des communautés sur Facebook ! Et vous, quels étaient les cadeaux au pied du sapin ?)
There are from time to time posts so that people can get some special offers.

Their facebook page is all about getting people to feel involved and talking in between themselves. But, they never answer directly to people (there aren't any community managers to answer people's questions).
There are very few negative comments, which does seem quite suspicious, and as said before, they never answer people as for example this negative comment : "When will you be commited to stop animal testing on your products? I'm really wondering why do you use dove as your logo...maybe, cause they're most tested animals for yours products?"

The page inspires a lot of trust, because it is all about you feeling well and being happy, and is in adequacy with Dove's image. As it says at the beginning 'Dove is committed to help all women realise their personal beauty potential by creating products that deliver genuine improvement to the condition of your skin and hair'.

I think that their facebook page is good, but does lack a community manager to answer peoples questions or negative comments.

Analysis of Nivea's facebook page

Nivea doens't own a blog however its social presence through social networks like Facebook is impressive.
Indeed Nivea gathers more than 6 000 000 fans, as Nivea has created a page for each country where Nivea sales products.

Through their official website and Facebook pages, Nivea is caring about customers needs and feedbacks. On Facebook, Nivea has dedicated a "rating and reviews" tab where customers can give a rating and a comment to any Nivea products.
Nivea mostly communicates about skincare products (creams), thus deodorants are put on a second plan.

Regarding the community management, there is a community manager on Nivea Facebook page (USA for example where there is a community of 900 000 fans).
The community manager provides answers and helps customers directly; however there are 50 to 100 comments to every Nivea post, thus sometimes fans are answering directly to each other, and at that moment the community manager only manages the discussions without participation.

Analysis of Axe's blog

The author of this blog decided to describe the entire product scale of Axe, including some comment about how deodorants could attract women.

Each deodorant is dedicated to please to a particular kind of women.

Besides, it explains that the consumer can change of product, depending on the season, the event, a particular moment,…

 Whatever the kind of man you are, Axe has the solution to please you thanks to a large scale of 15 deodorants.

Yet, the blog doesn't seem to be uploaded frequently. There are very few interactions between the author and the visitors.
Despite the statistics of pages viewed (32 000) some articles are not even commented.

Lots of  social media buttons enable the community to share the contents on other canals to make it viral.

This Axe blog would deserve to be improve, by writing more articles and sharing more information about the brand and Axe events.

L'auréole's objectives

Our social media campaign has for objective :

- To help accompany the launching of our new product

- To constitute a large community of consumers

- To increase our sales by 20%, therefore increasing our revenue by 1 million $

- It will also help to develop our spontaneous reputation, by increasing it to 80%

We have identified our main competitors who are Dove, Nivea, Axe, Ushuaia, Fa, Sanex. These are only the main ones, but there are also a lot of little brands, as well as distributors brands. 

They only have facebook pages, where they interact with there fans, here are the links :

http://www.facebook.com/dove?fref=ts
http://www.thehealthyskinblog.org/
http://axedeodorant.blogspot.fr/
http://www.facebook.com/NIVEAusa?fref=ts