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Aveeno
Group 8Nailah AliHolly GloverLaura LarsonMichelle ManikowskiKyle Snarski
Who uses Aveeno?
NaturalBeauties
ST
W
O
trengths
AdAge 2010:#5 in the Top 10greenest brands
Active naturals
pportunities
Target teenage female
market
Consumers are mainly women aged 18-34
“Going green” is trendy
Rising price of ingredients
Private label brands
Global expansion
Weakenedeconomy
eaknesses
hreats
Credibility
Brand Challenge
…Who’s missing?
•Primary Demand•Direct & Indirect Action
•Changing purchase behavior•Interest & Desire
Where does Aveeno want to go?
Multi-segment Approach
•Immediate Results•Exotic Fragrances•Trendy Products
•Natural Ingredients•Anti-aging•Long Lasting
Positioning
•Positioning for teenagers vs. 18-34•Brand Image•High Involvement
Media Strategy
•TV & Magazine primary vehicles•Internet secondary vehicle
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