Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

CONSUMER RESEARCH ON A NEW

MARKET SEGMENT FOR DOVE SOAP
OBJECTIVE/PURPOSE

The objective of this research is to test the feasibility of tapping the teenage—female—market for Dove
soap.

BACKGROUND

SURVEY TYPE

The planned research methods for this qualitative study were: FGDs for teenagers and interviews for
mothers. However, after the first set of FGDs with the teenagers, the group decided to change the research
method to Interviews, while still following the approved Discussion Guide. Reasons for this are the
following:
FGDs with teenagers were a bit chaotic.
Each question had to be explained extensively and the facilitator had to call on the attention of the
respondents all the time.
Discussion was not as comprehensive and smoothly conducted. The facilitator had to interrupt a lot of
times, because the respondents were not as attentive and participative as desired.
Responses were influenced by answers of other FGD participants.
The respondents were shy and conservative in giving information about their hygienic habits.
Costs of conducting the FGDs did not outweigh the benefits or the quality of the information gathered.

The group decided that it would be more efficient to conduct interviews for the rest of the research period.
In order to gather more in-depth and relevant data regarding motivations and opinions of the target market,
opting to conduct interviews was the best course of action.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

Group/Segment Respondents Study Type Date of Study

Younger Teenage Group (12-14 6 FGD January 25, 2010
y/o) respondents
Older Teenage Group (15-17 y/o) 6 FGD January 25, 2010
respondents
Younger Teenage Group (12-14 6 Interview January 27- February 3
y/o) respondents
Older Teenage Group (15-17 y/o) 6 Interview January 27- February 3
respondents
Mothers of Teenagers aged 12-14 6 Interview January 27- February 3
respondents
Mothers of Teenagers aged 15-17 6 Interview January 27- February 3
respondents
Younger Teenage Group (12-14 6 Interview: Concept February 4- February
y/o) respondents Test 10
Older Teenage Group (15-17 y/o) 6 Interview: Concept February 4- February
respondents Test 10

(Concepts and Discussion Guides used in the FGDs and Interviews can be found in the Appendix Section)

KEY FINDINGS

On skin problems
Younger teenagers (12-14 years old) are not as concerned as the older teenage group about their
skin. They do not experience severe problems, and when they get pimples or blemishes, they do
not feel insecure or self-conscious. They just try not to mind it so it would not distract them.
Older teenage group (15-17 years old) is more skin conscious. Blemishes affect their confidence,
so they take greater measures in making sure that their skin is well taken care of.

On hygienic habits and the use of skin products

Because younger teenagers are not as concerned with skin care, they are not particular with the
use of skin products.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

Younger teenagers have simple hygiene habits: they take a bath once a day and wash their face
twice a day--during bath and before sleeping. Most of them use soap for washing their face, while
some use facial wash if it is available in the bathroom.
Older teenagers are more skin conscious. They use more skin products, like facial wash and
astringents. They take skin problems like pimples and dryness of skin more seriously.
Both younger and older teenage groups agree that the main function of soap is for cleaning
purposes.
For both groups, scent is an important characteristic of soap. Teenagers like mild and fresh scents,
and they consider scent as an important factor in hygiene because it is a sign of cleanliness.

On the decision-maker
Mothers are generally the ultimate decision makers in families, especially with regard to basic
products that the family shares (i.e. soap etc.); it should be noted that at times and for certain
products, the opinion of their children weigh in when making purchase decisions. They regularly
consult their daughters with regards to products and brands purchased.
In most families, one brand of soap (not necessarily one bar) is purchased as chosen by the
mother.
Mothers of both younger and older teenage groups say that their daughters have significant
influence on purchase choice. While the older teenagers are more specific about the products they
want purchased, the younger teenage group is indifferent toward brands and skin products and
they use whatever is readily available in the bathroom.
Older teenagers have significant influence on the purchase of soap and other products for skin
care. They seek advice from their mothers when it comes to important matters like skin care. The
reason behind this is the fact that moms are seen as trustworthy and reliable.

On brand perception of Dove

Dove generally enjoys high brand awareness among those that belong to its target customers
(Mothers of teenagers, who belong to socio-economic Classes A, B, Upper C). Positive feedback
on Dove is the customers’ recognition of their USP: Dove beauty bar contains 1/4 th moisturizing
cream, and it is mild and even recommended by some dermatologists.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

The lather feeling that Dove bar leaves on the skin is seen differently by mothers: while some like it
and consider it to be an indication that the product is effective, some regard it with distaste.
Dove experiences high brand awareness among the teenage bracket. Its moisturizing USP is well
communicated. While respondents in both the younger and older teenage group commented that
they do not like the lather feel one gets after using Dove, there were more positive feedbacks from
the older teenage group. They are generally more satisfied with the product claiming to feel its
moisturizing effect.
o Another positive characteristic teenagers associate with Dove is its mild scent.
For both mothers and teenagers, although Dove’s image is recognized and deemed appealing,
lack of familiarity with Dove’s advertising campaigns were observed.

On a Dove variant for Teenage girls

Some mothers consider the moisturizing characteristic of soap as a need, others see it as an
additional feature.
Mothers, who are the decision makers, responded positively to the idea of a Dove variant for
teenage girls. Most respondents said that they will try the product, while some immediately said
that they will regularly buy the product for their daughters.
In line with the more positive feedbacks on Dove from the older teenage bracket, they are also
more willing to try the proposed Dove variant.
In expressing their opinion on possible advertising strategies for this new variant, mothers suggest
communication strategy to be directed to their teenage daughters. While they have purchasing
power and are willing to buy the product, mothers will purchase regularly only if their daughters are
satisfied with the product.
A note on advertising channels: Possible access points include various Internet sites, especially
social networking websites. Teenagers do not regularly watch TV on weekdays because of school,
but they stay online for about five hours (or more) on any given day. They also read magazines,
Meg and Seventeen.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

CONCLUSION

In light of the objective of testing the feasibility of a Dove beauty bar variant for the teenage bracket, the
group’s conclusion as brought about by the research findings is:
For the younger teenage group (12-14), a Dove variant for teenagers might not be feasible, because
the said age group does not recognize the value or the benefit of Dove’s USP. They are not skin-
conscious and they are not particular with the use of skin products. Also, even if they have influence on
their mother’s purchase choice, they are indifferent towards the use of skin products and brand usage.
They are limited only to what is available at home.

The older teenage group (15-17) experience more skin problems, like dryness of skin and pimples. As
such, they are more skin conscious and are particular with the use of skin products, like facial wash
and astringents. They have significant influence on the choice of brand and products purchased by
their mothers. Also, they see value in the offerings of Dove and a Dove variant for teenagers is more
viable in this teenage group.

RECOMMENDATIONS

1. Target teenage girls aged 15-17, of the socio-economic brackets A, B, and upper C. Behavioral
and psychographic characteristics of the suggested target market include: teenage girls who use
skin products and are skin-conscious.
2. Conduct a quantitative study to measure the financial viability of Dove’s variant for teenagers—
project sales and profitability.
3. If the quantitative study deems that the product is viable and profitable, conduct a qualitative
product test among the older teenage group to gather data on important factors of soap for the
target market:
a. Scent. Research data has shown that this is an important factor for teenagers.
b. Packaging and added features.
c. Apply modifications if further study deems this necessary.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

4. Develop a full blast Advertising and Communications plan to launch the product to the target
market.
a. Conduct Concept Test. Advertising should be directed to the end-users of the product or
the teenage girls. Suggested advertising concept is one that incorporates mother-daughter
relationship.
i. (Note: Use mothers as someone who they can consult with and give them
opinions and not as someone who directly influences their product choice.)
ii. Aside from the moisturizing factor of Dove, also emphasize on the unique scent of
Dove when promoting it to teens given the huge importance they put on scent.
iii. Emphasize on how a beautiful skin can bring out the confidence of a teen and how
it can help them overcome esteem issues that will bother them throughout
adolescence.
b. Conduct Copy and Advertising Test.
c. Develop Launch Strategy.
i. Possible advertising channels include TV commercials where the product can be
exposed for awareness and to encourage trial. Non-traditional marketing channels
that should be used are: social networking websites.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

APPENDIX A: THE PROBLEM-HYPOTHESIS APPROACH

Dove is a renowned brand popular for its USP of having ¼ moisturizing cream, an essential element present in their
soaps and other products. The brand has been in the market for a relatively long period of time and it has earned the loyalty of its
very limited target market—middle-aged women, who belong to higher income brackets. The small number of the brand’s target
market is where the problem stems from.
Define the Problem

Current State: The product is trusted among its target market, women of the upper classes who can afford a Php54-costing soap,
as opposed to Safeguard for Php32 at the same size. The management team of Dove is very confident with regards to its
stronghold in its market, but an alarming problem is the brand’s difficulty in terms of expansion. The income level is very limited,
and Dove cannot lower its price, owing to the risk of compromising its image and quality. Hence, this discrimination set by the
brand has to be retained, whilst keeping the loyal customers/ current target market content, despite plans for expansion.

Desired State: To earn the loyalty of other market segments, through the expansion of the brand’s current target market,
ultimately, aiming to increase sales. The target market we specifically want to expand to are the teenagers of the upper income
brackets. This can be done through the following: increase purchase of target market by encouraging customers to buy more
than one kind of product at a time (e.g. soap and body wash), include other age groups of the same socio-economic class,
increase product line through product innovation, or if need be create a brand extension for the new proposed target market.

Analyze the Causes

Possible Causes are the following:

Socio-economic environment in the Philippines – the upper income brackets are generally a minority in the
Philippines; socio-economic classes C, D, and E comprise around 85%-90% of the population
Price is too high, relative to market income.
The product: some do not like the lather feeling after using Dove soaps

Hypothesize Solutions
Expand to other age groups of the same income bracket
Develop a younger image of the product to attract different age groups (brand/line extension for other market
segments)
Decrease the price (last option)

Envision Information Needed

Market’s perception of soap
First thing that comes to mind when they think about soap.
What does the market look for in soap?
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

Market’s perception of the brand

What factors influence their choice of soap (scent, size, price, form, etc.)? Why do they like it?
What doesn’t the market like in soap? (scent, price, form, etc.)? Why don’t they like it?
Identify and differentiate between customers and consumers
What benefits do they look for in soap? (Scent, Moisturizing, Germicidal, etc.)
Demographic characteristics and attitudes of the current target market (and the possible and future target
market)
Preferences, Behavioral Characteristics, and Psychographic Characteristics of the current and desired
market
Usage in terms of volume and frequency
Product strengths and weaknesses
Beauty Campaign ? Does it work/effective for market?

Anticipate Results
Once the factors that affect soap purchase of the new market are determined, line extension can produce a
product that suits the needs of the new market
If the benefit offered by Dove--moisturizing effect after every bath--is relevant to the new target market
(teenagers of the upper income brackets), then it would be advisable for the brand to consider manufacturing and
launching a variant or line extension.
If, however, the proposed target market does not see value in the product, then research and experiments on
other courses of action ought to be taken. For example, creating variants for the current target market, like lotion,
cream, and body mist. Afterwards, encouraging multiple purchases through special packages (bundles) and
promotions should be prioritized.
There is a great chance that Dove will be valued by the proposed target market. Teenagers are at an age
where they are starting to be extremely conscious of their appearance, and Dove, including its ―enhancing-your-real-
beauty‖ campaign, will gain support from teenagers and their mothers, who are still the decision-makers/customers, as
teenagers do not have income to purchase commodities like soap.
The market we are trying to penetrate, which is teenagers of the upper-class, is not price sensitive, so long
as they feel that they get what they pay for, in terms of products benefits and features.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

APPENDIX B: RESEARCH METHODS

Qualitative Research
1. Focus Group Discussion
a. Objectives: To identify an underserved need with regards to teenagers’ use of soap
b. Information to be obtained: Perception and attitudes of the market segment (teenage girls, socio-economic classes A,
B, and upper C) towards soap, lifestyles and other behavioral traits, perception of the brand and competitors,
significant characteristics of soap (e.g. odor, size, color) that influence purchase, leverage provided by brand name,
what they look for in soap, media channels used—are these influential in their choice of soap
2. In-depth/ one-on-one interviews
a. Objectives: To come up with an effective strategic message
b. Information to be obtained: Connections between Product Insight, Consumer Insights and Target Market in order to
formulate a Key Strategic Message.
3. Observational research - Direct and disguised – store visits; watch them shop for soap
a. Objectives: To learn about the purchasing habits as well as expressions and factors they consider at points of
purchase.
b. Information to be obtained: Characteristics (demographic and physical attributes) of customers. Body language and
factors that affect purchase decision. (Price, packaging, USP, Point of sales merchandise)

Quantitative Research
1. Usage, Attitude, Image study
a. Objectives: To obtain the prevalent attitude and behavior of target market towards the brand.
b. Information to be obtained: What they like and dislike about the brand. Brand recall, brand equity, brand loyalty.
2. Habits/Practices study
a. Objectives: To obtain the prevalent habits and practices of target market towards the product
b. Information to be obtained: Consumption and purchase habits.
3. Concept test
a. Objectives: To get the most effective and persuasive concept
b. Information to be obtained: To learn about the reaction of target consumers and customers about different concepts
presented.
4. Product test
a. Objectives: To know if the product meets the unmet need of consumers.
b. Information to be obtained: Product strengths, weakness, preferences, purchase intents.
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

APPENDIX C: CONSUMER RESEARCH PROPOSAL

General Study Information: Date Issued: January 6, 2010

Requesting Organization: Synergy Group

Title: Consumer Research on a New Market Segment for Dove Soap

Participating Country: Philippines

Key Information:

Purpose/Objective: The objective of this research is to test the feasibility of tapping the teenage—female—market for Dove soap.

Expected Results: Although research has not yet taken place, the teenage market segment is expected to report a positive brand
perception of Dove. Dove’s brand image should be relatable to them in order to make the market expansion possible.

Action to be taken: If the response of the respondents are positive in general, Dove should start planning its entry in the planned
market segment—teenage girls of the socio-economic brackets A, B, and Upper C. If, however, most of the insights of the
respondents do not support market expansion, Dove should resort to increasing the product line for its current target market to
further increase sales.

Background:

Dove is the world’s number one cleansing brand with an increasing double-digit growth rate. It is known for its moisturizing cream
and the nourishing cleansers that every single one of its products contains. While worldwide sales amount to more than 2.5
million Euros a year, the performance of Dove in the Philippines is not as wide in scope. It has long been concentrating on a
particular and limited market segment: women in their 30s-40s of the AB socio-economic class. While it has earned loyal
customers in the said market segment, sales are concentrated in its target market that is not growing in size.

As such, market expansion—tapping a new market segment—presents itself as a luring alternative to increase revenues. Dove
cannot accommodate lower market segments because of its high pricing, and lowering prices might endanger brand image and
perceived quality. Dove then can expand by targeting lower age groups of the same income bracket. Teenage girls, at the age of
puberty, are slowly growing conscious of their skin and their overall appearance. While their insecurities continue to increase,
Dove can offer to take care of their skin, making them feel naturally beautiful.

The reputation of Dove in its current market and the brand’s character to be socially responsible—being a proactive advocate of
real beauty and women’s rights—will gain the trust and support of mothers.

Methods:

Secondary Data will be utilized to acquire data on the following: History of the Brand, List of Products, Current Promotional and
Advertising Strategy, Environmental Scanning on the Industry—size, history, volume in sales, major competitors

Qualitative Research:
- Focus Group Discussion with Teenage girls to obtain information on usage, brand perception, lifestyle, and behavioral
traits
- Focus Group Discussion with Mothers to learn who makes the decisions when it comes to hygienic products for their
children
- One-on-one Interviews with Teenage girls and Mothers: to obtain consumer and product insights, to test concepts and
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

the strategic message for a an Advertising Campaign

- Observational Research to learn about the purchasing habits and factors considered at point of purchase

Eligibility Size:
Focus Group Discussions for Users (Teenagers)
Base Size: 24 respondents in total, Gender: Female
4 Focus Group Discussions in total Socio-economic group: A, B, and Upper C
Study Type Base Size Age Bracket No. of FGDs
Focus Group Discussion 6 respondents Younger teenage group: 12- 2 FGDs: Pre-concept, and
14 years old Concept test
Focus Group Discussion 6 respondents Older teenage group: 15-17 2 FGDs: Pre-concept, and
years old Concept test

Interview and Focus Group Discussions for Customers (Mothers)

Base Size: 12 respondents in total, Age Bracket: 25-50
12 Interviews Socio-economic group: A, B, and Upper C
Study Type Base Size Remarks No. of Interviews
Interviews 6 respondents Mother of teenager aged 12- 6 interviews
14 years old
Interviews 6 respondents Mother of teenager aged 15- 6 interviews
17 years old

Outline of Information to be Collected

Interview Outline
- Behavioral and Psychographic characteristics of the target market
- Purchasing habits
- Motivation for choices
- Lifestyle: identify access points (through what media can the target market be reached)
- Do they watch TV/listen to the radio/read magazines—on what circumstances and time of day
- What websites do they frequently visit
- When, on what circumstances, where do they make the decision on what soap to buy

Focus Group Discussion Outline

- What is your idea of a perfect soap

- Usage, Characteristics and factors considered when choosing soap (Scent, Color, Feel, Weight)
- Brand Perception: What do they think of Dove
- Is the lather feeling, proving the moisturizing effect, ideal
- Is the brand image too mature for them—how can it be improved
- Ideas for promotional media

Timetable
Week 1 (Jan. 4-8) Questionnaire making
Week 2 (Jan. 11-15) Execution of research methods (Survey and FGDs)
Week 3 (Jan. 18-22) Tabulation of results and Analysis
Week 4 (Feb. 1-5) Final editing and revision of paper
February 18 Final Paper submission
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon
APPENDIX D: DISCUSSION GUIDE FOR TEENS
Objective: To determine the buying patterns and the degree of influence teenagers have on their mothers in the purchasing of
products, particularly soap. To learn about their hygiene and beauty regiments and their brand perception of Dove.
Introductory Activity
Background as well as Habits and
Practices: The degree of influence
of others on their hygiene and
beauty products
Brand Awareness
Focus Group Discussion No. 1
Group Dynamics:
1) Show them a video/commercial of a girl experiencing skin problems.
Ask follow-up questions: What do you think of the character? Do you
think the character is beautiful? Do you empathize with the
character—do you experience the same skin problems? If you do,
how does it affect you? Does it make you feel insecure when you
have those skin problems?
(Take note of insights on the respondents’ perception/notion of being beautiful
and if this is affected by skin problems, if they experience such skin problems and
if this affects them)
- How many times do you take a bath in a day?
- How many times do you wash your face in a day?
- In what circumstances do you make use of soap?
- What kind of bath soap are you using?
- Bar, why?
- Liquid, why?
- What is a soap’s purpose for you?
- What brand of bath soap are you using? Why do you prefer it?
- What characteristic do you like the most about the soap brand you are using now?
- Do you have any regimens when it comes to using soap?
- Do you share your bath soap with anyone in the family?
- Do you use facial wash?
- What brand of facial wash do you use?
- Do you use make-up? Why or why not?
- Do you buy your facial wash, soap, and other toiletries?
o If yes, who/what influences your purchase habits?
o If no, are you able to influence your mom/dad/others purchase
habits?
 If yes, how do you influence your (mom/dad/other
people)’s purchase habits?
 If no, why not?
- What factors do you look for in deciding which soap to buy?
o Scent
o Color
o Packaging
o Add-on/features (Aloe Vera, moisturizer, vitamins, etc.)
o Price
o Brand
o Others
- ―We are going to give you different brand names of soap, and you are to share your
general opinion of the brand, characteristics that you think makes the brand unique,
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon
Perception and Opinion of Dove
Closing
positive and negative attributes you can associate with the brand, and your
experience of it:‖
o Safeguard
o Johnson and Johnson
o Dove
o Palmolive
-
- How did you find out about it?
- Do you use it?
- What Dove products are you using? (Bar, liquid moisturizing, facial wash)
- Why do you use it?
- What do you think differentiates Dove from other brands?
- Who influenced you to use it?
- Are you satisfied with Dove products? Why or why not?
- What characteristics of Dove do you like most?
- Do you think that the prices of Dove are reasonable?
- Would you buy dove if you had to use your own money?
- Are there other things which you would like to change/retain in the current
formulation of Dove soap? What are they and why?
- Have you seen any Dove commercial?
- Are you aware of Dove’s campaign? Do you like it?
- What is your current perception of Dove soap?
- If Dove soap was a person, who do you think would he/she be? Why? (describe in
best detail possible)
- What characteristics of that person in particular made you associate him/her with
Dove?
Giving out of gift certificates and sample products
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

APPENDIX E: DISCUSSION GUIDE FOR MOTHERS

Interview: Habits and Practices, Brand Awareness, Brand Image

Objective: To determine the buying patterns and the degree of influence mothers have on their teenage daughters’ hygiene and beauty
products, particularly soap. To learn about what mothers prefer for their kids and their brand perception of Dove.

Introductory If you were a hygiene/beauty product, what would you be? Why? How do you envision your tasks and
Activity responsibilities as one?

- Who decides about the hygiene and beauty products your family would use?
Topic 1 - What are the factors you consider when purchasing these hygiene and beauty products?

- How do you take care of your daughter’s skin? Are you conscious of the skin products she puts on her
Habits and skin?
Practices: o Has your daughter started being conscious of her general appearance?
Degree of o Is she herself conscious about her skin and the use of skin products?
influence on - (Decision-maker when it comes to purchasing hygiene products—soap)
o Do you think your daughter can purchase the products she prefers on her own? With her current
daughter’s
allowance? (e.g. the newly launched shampoo for teens, or strawberry-scented lip gloss)
hygiene and o Has she started buying hygiene and beauty products on her own? Does she ask you money for
beauty it? Do you agree with her purchase decisions?
products

- Who is the ultimate decision-maker when it comes to the family’s soap?

Topic 2 o What soap brands do you purchase? Do you use different kinds? Different variants within the
same brand or different brands altogether? If so, who uses which variant under which brand?
- What soap brand are you currently using? How long have you been using it? What made you
buy/patronize this brand?
- Do you and your family use one kind of soap—although not necessarily share?
- What brand of soap does your daughter currently use?
o Did she choose this herself?
o Do you think this particular brand serves her needs?
- ―We are going to give you different brand names of soap, and you are to share your general opinion of the
Brand brand, what makes it different, and your experience of it:‖
Awareness o Safeguard
o Johnson and Johnson
o Dove
o Palmolive
- Are you aware of the brand Dove?
Perception of o How have you become aware of Dove?
Dove o What is your general opinion of the brand?
o Do you know of the characteristic that makes the brand unique?
o Have you ever tried using Dove soap? What can you say about it?
o Are you aware of Dove’s marketing activities? Which ones?
o Do you think it’s a brand you can trust?
- What do you think about a Dove variant especially for teenage girls?
Opinion of a o Would you support this product and buy one for you daughter?
Dove variant o How much weight does the fact that it is a ―moisturizing‖ soap put on your purchase decision?
for teenage o Do you think your daughter needs this ―moisturizing‖ soap? Why or why not?
girls o What other features would you like Dove soap to have aside from it being ―Moisturizing‖? What
other features do you think your daughter would want?
o How will you market/advertise this product?
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

APPENDIX F: CONCEPT TEST FOR TEENAGE MARKET

Focus Group Discussion: Advertising Concepts
Objective: To gain insights on the concepts drafted; to choose a winning concept; to identify access points and media usage in
order to
Introduction Dove is going to launch a new variant for teenage girls. In an effort to successfully launch and market the
product, we need your opinion on some advertising concepts.

What do you associate soap to? (first thing that comes to your mind)
What do characteristic do you like the most about the soap brand you are using now?
Do you have any regimens when it comes to using soap?
Who influences your soap purchase?
What other soap brands do you know?
How did you learn about these brands? (Identify Media Usage and access points)

What do you associate the brand Dove to?

If Dove were a person, what adjective would you use to best describe it?

Concept 1: Mom and Daughter Introduce the concept.

Your mom knows what’s best for you, even when it comes to skin care. If you can rate this concept, scale of 1-5,
It is typical to be cautious when it comes to skin products, because some of them 5 the highest, how would you rate it?
might contain chemicals that are too strong. These chemicals along with external Overall, what do you think of this
factors like really hot weather in the Philippines can cause dryness of skin, further concept?
leading to peeling, itchiness, irritations, and patchy skin. You don’t know what to Do you think it offers anything new?
purchase because your choice might just aggravate your skin more. However, Do you see yourself in the concept?
someone knows better. Someone can help you make the right choice. Why?
Mom knows best. Women like your mom use Dove soap to make sure their skin is Is the benefit relevant to you? Why?
healthy and moisturized. Now there’s a variant for you. Do you think the promise it offers is
Dove Beauty Bar for Teens, it contains ¼ moisturizing cream that is the answer to believable?
dry skin and other problems that it leads to. Dermatologists advise the use of Dove What do you like about the concept (can
for dry skin because of its mild formulation that smoothes skin and it even gives you be specific statement, word, thought)?
a healthy glow. Dove is also recommended by groups like Smart Parenting: Mom What do you NOT like about it? Why?
Rated, because Dove has solved their kids’ problems by far. Dove can alleviate Does it compel you to action—to
your worries because it has been tried and tested during the many years it has purchase, to test, to learn more about the
served the market, and it has never failed to deliver moisturized and glowing skin. If product?
you trust Mom, trust Dove. After reading the concept, what is your
Your mom knows Dove is the best for you. Stay in good, loving hands. takeaway message?

Concept 2 Introduce the concept.

Be beautiful like your friends. If you can rate this concept, scale of 1-5,
During teenage years, you naturally become closer to your friends more than 5 the highest, how would you rate it?
anyone else. They usually understand you better because you’re going through the Overall, what do you think of this
same things. Now, your friends have started using special soap and skin products, concept?
and you want to do just the same. You want to stay in the circle by keeping up with Do you think it offers anything new?
these trends and habits. You know that using the same products that can moisturize Do you see yourself in the concept?
and enhance your skin will make you more beautiful and confident. Why?
You don’t have to feel left behind. There’s a soap that can provide your skin long- Is the benefit relevant to you? Why?
lasting care. Do you think the promise it offers is
Dove Beauty Bar for Teens, created just for you. Dove contains ¼ moisturizing believable?
cream that will keep your skin so healthy that it glows. Dove beauty bar has mild What do you like about the concept (can
cleansers to protect your skin from dryness and irritations that can stand in the way be specific statement, word, thought)?
of your beauty and confidence. Dove will take good care of you so that you can be What do you NOT like about it? Why?
comfortable in your own skin. Now, you can feel natural and comfortable with your Does it compel you to action—to
friends. purchase, to test, to learn more about the
Together, you and your friends can turn heads wherever you go. Stay beautiful and product?
Geoanna Corneby, Patricia Esmaquel, Fatima Espineda, Cristina Nubla, Monica Santos, Jean Yuzon

confident with Dove. After reading the concept, what is your

takeaway message?

Concept 3 Introduce the concept.

A clean, fragrant, and healthy skin is a sign of real beauty. If you can rate this concept, scale of 1-5,
Adolescence is a time in a young woman’s life wherein she becomes self- 5 the highest, how would you rate it?
conscious of her appearance since she easily notices blemishes on her skin Overall, what do you think of this
that may affect her confidence. This is a critical stage in a young woman’s concept?
life for it may have life-long effects on how she gets along people and more Do you think it offers anything new?
Do you see yourself in the concept?
importantly, how she perceives herself. All young women ought to be
Why?
confident about themselves because it is a sign of real beauty. Real beauty Is the benefit relevant to you? Why?
can be enhanced by taking care of ones skin. Do you think the promise it offers is
Now there’s a soap that can give you the beautiful skin that you deserve. believable?
Introducing Dove Beauty Bar for Teens. Dove is a moisturizing soap that What do you like about the concept (can
can easily keep dry skin healthier and more glowing. Its ¼ moisturizing be specific statement, word, thought)?
ingredient assures you that your skin will always remain soft and healthy. What do you NOT like about it? Why?
Dove also makes sure that you will smell fresh and clean all day long Does it compel you to action—to
because of its breezy and crisp fragrance that is truly distinct from all other purchase, to test, to learn more about the
soaps. With skin this clean, fragrant, and healthy, you will surely feel product?
After reading the concept, what is your
confident and beautiful all the time.
takeaway message?
Confidence brings out real beauty. Dove can enhance your real beauty by taking
good care of your skin. Be beautiful with Dove.
Winning Concept Which concept did you like the best? Which one is your winning concept and why?