Strategic Message Planner: Dove Body Wash By: Gina Mueller ...

Strategic Message Planner: Dove Body Wash By: Gina Mueller, Paloma Rappa and Erin Stafford

Advertising Goal Dove's `Real Beauty' advertising campaign will encourage women to celebrate and recognize that every body is beautiful and inspire women to have the confidence to be comfortable in their own skin.

Client: Key Facts The Dove brand is owned by Unilever, an Anglo-Dutch company formed in 1930 from a merger of British soap maker, "Lever Brothers" and Dutch margarine producer, "Margarine Union."

Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 personal cleansing product. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to facial cleansers, and deodorants.

Timeline: ? 1957: Launched in the market ? 1970's: Brand popularity increased as a `milder soap' ? 1980's: Started global rollout of products ? 1996: Products sold in 80+ countries ? Early 2000's: Heavy market competition requires a new brand positioning campaign to boost sales ? 2004: First `Real Beauty' ad campaign released by Ogilvy & Mather

Product: Key Features Dove's soft and gentle moisturizing body wash creates a rich lather that replenishes your skin's nutrients while also leaving it feeling cared for and clean

? NutriumMoistureTM technology delivers natural nutrients to the skin ? Nourishes deep into the surface layers of the skin; soap contains ? moisturizing

cream ? Helps maintain your skin's moisture barrier as you cleanse ? Mild, gentle formula is kind to your skin ? Suitable for daily use

Target Audience: Demographics and Psychographics

? Segmented Marketing, focuses on female population. ? Use of Facebook, Twitter, Pinterest, etc. to reach out to the people and spread

their messages

Target audience includes girls and women of all ages, size, and color 1. Young girls (Generation Y)

2. Women aged 20+ (Generation X) 3. Women aged 50+ (Baby Boomers)

Dove uses psychographic segmentation, where it aims to create psychological mindset in women that beauty incorporates in all stages of life.

? Beauty is present at all ages, sizes and body shapes. Women should celebrate and feel confident in the skin that they are in.

? No celebrity endorsements. Use "real women" for more realistic approach, in order to connect with the audience

? Promote the idea that women should feel good and look good not only from outside but also inside.

Product Benefits

? Dove's Soft and Gentle Body Wash is sensitive to all skin types. ? It has the inexpensive cost of only $4- $8 depending on the size, so it is not only

gentle on skin, but also on your wallet. ? This product is also free of allergies and parabens. ? Because of the subtle fragrance that this product has, it will not turn away

customers who are sensitive to scent.

Direct Competitors and Brand Image

1. One of Dove's major competitors is Olay. The specific product that would be in direct competition with our Soft and Gentle Body Wash is the Olay Ultra Moisture with Shea Butter Body Wash.

2. Nivea, by Beirsdorf, would also be a major competitor of Dove. Specifically, their Cr?me Moisture Body Wash.

3. Softsoap also puts up competition for Dove, especially at stores such as Walmart, Target and Walgreens.

These three companies have specific body wash products that are all of equivalent use. However, the brand image for each company varies. Dove focuses on branding themselves as a company who creates products that empower women of all shapes and sizes. They form all of their campaigns around these values of empowerment, unlike many of their competitors. Nivea, for example, does not campaign in the same way that Dove does. The same goes for Softsoap. There are not many PR or advertising campaigns that Softsoap has gone through with. For them, it is more about creating and selling a product. Nivea has focused their campaigns on how to make skincare easier for both men and women. Dove can triumph over many of its competitors due to their brand image and values that has drawn so much attention.

Indirect Competitors and Brand Image

? Fresh is a brand that can be found at higher end stores such as Nordstrom, Ulta, and Sephora. Fresh does not have exact products to fit Dove, but provides a more luxury take on body wash. The brand images do not quite match as competitors, but if someone were looking for a more luxurious product to fit their daily routine, they may switch from Dove to Fresh.

? L'oreal is more well-known as a beauty and makeup brand, but as they carry face wash, they may soon start to carry body wash. This is a company that rules the beauty world and may possible takeover skin care too.

? Clean and Clear has many skin care products ranging from body wash, face wash, acne cleansers, and spot treatments. However, this company is seen as more of an indirect competitor because this brand and its products focus more on acne control than it does beauty and moisturizing.

Product Brand Image When Dove started the "real beauty" advertising campaign it was very popular; it was the beginning of a trend. Currently, women are speaking out about how dove products have given them the ability to feel beautiful in their skin even though they might not be considered "beautiful" by the social norms. Dove wants to expand this campaign by having more women recognize and celebrate that their beauty comes within and is not what others consider beautiful. The problem is that girls at young ages are taught that beauty is only seen in one way and if you look differently than you aren't beautiful. Dove has set out to change this.

Strategic Message: The Promise Women of all ages, shapes and sizes are promised that Dove products will empower the true meaning of beauty that is in you. We expect to see women of all ages, shapes, and sizes will find a product that will make them feel beautiful. Dove promises to start off young with generation Y and create a campaign that shows young girls how each of them can be confident and beautiful in their own way. Generation X will be great to reach out with a promise of embracing womanhood and becoming mothers. They can feel empowered as new mothers. Reaching the the baby boomers will promise that even as these women turn 50 and older, they are still as beautiful as they were at 30. It is different than other competitors because even though they sell similar products; other brands do not embrace or celebrate the diversity that is beauty.

Supporting Evidence: The Proof Dove is the world's #1 personal cleansing product. The gentle formula delivers natural nutrients to the skin and nourishes deep into the surface layers of the skin that is suitable for everyday use. Dove has won numerous awards based off not only their products, but their campaigns.

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