CREATED FOR:DOVE DATE:20/02/2020

The Brand Strategy Canvas CREATED BY:APARNA SINGH VERSION:

Customer/User Insight A

What do people think and feel regarding the category?

Women since ages have considered themselves as average because of the standard set by others .Dove wanted to shatter this myth and break this stereotype of beauty by celebrating the real beauty of
women and making them comfortable under their own skin.
How are you relevant to those needs or desires?
Dove believes that beauty should be a source of confidence not anxiety. That’s why they want to help women everywhere develop a positive relationship with the way they look help
them raise their self esteem and realize their full potential.

What problem(s) do you solve for them?

What benefits of your company/product are most valuable to them?
Dove helps to bind moisture into the skin so it does’nt dry out .It softens skin instantly and leaves you with softer, smoother skin just after one shower due to its unique blend of cleansers and nutrium
moisture [Link] also hydrates sensitive [Link] not just a soap it’s a mild cleanser that does not dry out instead creams your skin hen you bath.
What most strongly influences their decisions in this category?

Competitive Environment C

What concepts and conventions define the category?

Who are your direct and indirect competitors? What defines them?
Direct competitors are Johnson&Johnson pears lux nivea and Dove's indirect competitors would be the Olay Body Cleansing or Irish Spring body wash .
Where is the strategic void in the market?
Are you disrupting the category in any way?

Company/Product Features B
What is the simplest description of your product and what it does?
Dove is a beauty bar which is used as a mild cleanser. It contains natural skin lipids deposit onto skin, leaves skin soft and smooth replinshes nutrients lost during cleansing and helps skin
to feel more firm and elastic compared to ordinary soap.
What aspects of that are different from everyone else?
While ordinary soaps can strip skin of essential nutrients, Dove Beauty Bar has mild cleansers to care for skin as it cleans. With ¼ moisturising cream, Dove Beauty Bar leaves face and body
feeling soft, smooth and more radiant than ordinary soap.

Rational C D Brand Positioning Statement Company Values

Benefits What are the values of the
company? (Usually expressed as
What are the tangible benefits of the product? Must meet all five criteria:
nouns.)
It helps to bind moisture into the skin so it does’nt important, unique, believable, actionable, sustainable.
dry out .It softens skin instantly and leaves you with  Dove does not call itself a soap but a mild moisturizing bar that is one fourth
How do the values of the founders influence
softer,smoother skin just after one shower due to moisturizer. It is also called a beauty [Link] soap is positioned as a
company values?
its unique blend of cleansers and nutrium moisture personal care beauty product. It uses its high moisturizer content to
How do company values influence your
[Link] also hydrates sensitive skin. differentiate itself from others.
product, culture, or customers?

Which benefit is unique or most important?

dove soap is anti allergic and it lives upto its
reputation to be suitable for those
withhypersensitive [Link] have vouched
that having an extremely hypersensitive skin made
them wary of dove at first but after using this soap
they have become ardent fans.

A Audience For:
Who are they and what is their most important psychographic need or
desire as it relates to the brand’s category?  Dove’s target audience ranges from
young adults to middle-aged women, predominantly between the ages of 18 and 35. At
this age, women are conscious of what they use on their skin but are generally beyond
the point of being extremely concerned with acne and too young to be excessively
worried about wrinkles. They want a product that is trustworthy and effective without
being too pricey. These women care about their well-being, and most likely take the
time to exercise and prepare healthy meals for themselves and their families. They are
low-maintenance, largely because they are kept busy whether they are in school trying
to finish a degree or revolving their lives around their children

B Description is:
What is the simplest
description of the product?
It’s a beauty [Link] not a soap

Or what is the broader, more

strategic frame of reference?

C Benefit that:
What is the unique, primary
benefit or point of diGerence
Emotional Benefits E Brand Personality
Priced higher than rest of the
competitors .Focuses on
emotional appeal real
[Link] not use celebrity
frendorsement but real
women.
What are the intangible benefits of the product? What are the brand’s human characteristics?
After the study reported that only 2 percent of
D Proof because (Usually expressed as adjectives.)
women considered themselves beautiful, the
executives at Dove saw a great opportunity. ... Not
only has Dove real beauty  campaign helped Dove
successfully increase its sales (and number of
awards), but it has also increased women's
confidence

Which benefit is unique or most important?

With the Real Beauty campaign, Dove
have been tapping into current issues of
self-confidence and body image ideals
that are prevalent in today’s Western
society. Yes, ultimately Dove is a brand
that sells products. Research has given
them real insight into their market and
they have created emotional advertising
that has got us all talking.
What are the factual, meaningful
and provable reasons to believe
the primary benefit or point
Dove's brand personality is transparent, confident,
of diGerence? and inspiring. These traits come out strongly in their
ad that challenges society's definition of beauty

E PayoG so that:
What is the ultimate emotional
payoG for the customer or user?
Does it answer the need in the
audience section?

Brand Essence
What is the core idea or defining concept of the brand?
Dove tells us that we're perfect just the way that we are, and that it can help us to
protect that natural beauty .

Is it tangible or attitudinal? (Unique, succinct, pithy, and ideally 2-4 words.)

Key Messages
What’s your story?

The Dove brand, founded by Lever Brothers, began in 1957. When the brand first began, they sold beauty soap bars. They have since expanded to produce a wide range of personal care products
including “body wash, deodorants, body lotions, facial cleansers and shampoos and conditioner. Dove TV Advertisements- 1950’s In 1957, the first advertisement for the Dove beauty bar ran,
boasting its “1/4 Cleansing Cream”. The comparative ad states that ordinary soaps leave the skin feeling dry, but Dove “creams your skin while you wash”. The ad encourages users to try an
experiment themselves by cleansing half of their face with ordinary soap and the other half with Dove soap to notice the difference in how velvety and smooth their skin feels. Dove Print
Advertisements- 1960’s In the 1960’s, Dove’s advertising also places a stronger emphasis on pampering and targets itself more directly toward women. The introduction of a new pink colored
Dove bar with its “heavenly new fragrance” brings about new advertising. This advertisement depicts a woman taking a bubble bath with her hair tied in a pink bow, chatting on a pink telephone,
and holding up her pink Dove beauty bar. The emphasis on Dove’s ability to cream the skin while you wash is brought down to the fine print of the ad; The emphasis is no longer on the
functionality and differentiation of the beauty bar. Instead, the advertisement builds a brand personality of being a feminine and indulgent product with which to pamper oneself. This femininity is
made clear through the use of pink throughout the ad and through the copy. In 2004, Dove’s advertising changed. The brand launched its “Campaign for Real Beauty” in an effort to widen the
definition of beauty after studies conducted by Dove proved that “the definition of beauty had become limiting and unattainable” and findings concluded that “only 2% of women around the
world would describe themselves as beautiful” . The campaign uses unconventional women of all shapes, sizes, races, and ages to celebrate “real” beauty of women.
What are the most important and differentiating aspects of the brand?

Instead of taking the regular and easier route for churning demand by advertising Dove as the favorite of beautiful actresses and models, it decided to connect it with real people. While this has
helped it connect the brand with real customers, it has also helped Dove acquire a distinct and unique image. Over time while people’s consumption patterns have changed a lot so have their
attitudes towards brands and their marketing. The common advertising strategies do not work any more and neither do the traditional advertising techniques. To achieve a leadership status in the
market, brands have to do something unique and create a distinct brand image that sets them apart from the competitors. Brand image and brand equity have become important to retail sales
and market share in a hyper competitive market environment. How, a brand markets its products affects its brand image as well as sales of products. In case of Dove, Unilever decided to take a
modern but responsible approach.

How can you define them as quickly and interestingly as possible?

Unilever reinvented the brand with its real beauty marketing campaign which also made Dove one of the most iconic beauty bars. Dove launched its real beauty campaign in
2004. The beauty bar has always targeted women which are its largest market segment. However, in 2004 to deepen the connection between the product and its customers, it
started a campaign which featured real beauties from real world. While it worked to disconnect the traditional image of beauty from the actresses and models, it also helped Dove
deepen its penetration among real customers. Traditionally, the definition of glamour has remained associated with actresses and models having barbie like figures. However,
Dove’s campaign worked to break this myth. The definition of beauty and glamour is much broader. However, people’s eyes had grown so used to the marketable side of beauty
that  they kept overlooking the beauty in the real world. Dove’s mission was to break the stereotype. As a part of its campaign, it featured images of real women in its advertising
that represented a broader image of beauty. Since its 2004 campaign, the brand has continuously retained its focus on real beauty. It is working on breaking the beauty
stereotypes.

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