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Advertising and Communication: A New Baby Powder

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Advertising and Communication: A New Baby Powder
Final assignment – Timothy DUHEM

Advertising & Communication

Baby powder

Class 2B January 2012

Summary

Define the product : Baby powder

What is its function?
What problem or opportunity does it solve?
What is its name/brand?
The width of Freshness’ impact

Audience
Secondary Targets
Main needs
How to spread the Freshness trend?

What Marketing trends to use?

Though what means of communication?
Main problems:

What regulatory or trade association issues or restrictions?
Freshness’ final campaign

Bibliography Pre-seminar Assignment

I. Define the product : Baby powder

Baby powder is a powder that’s meant to keep a baby’s skin soft and smooth. It has many characteristics such as avoiding irritating friction for example. Babies usually have a lot of irritating friction due to clothes and nappies rubbing against the skin and folds of skin. Baby powder is made of millions of tiny slippery plates that glide over each other eliminating friction this gives a fresh and comfortable skin. Usually, parents use the baby powder on the child after a bath and after a nappy change for the baby to feel as comfortable as possible. There is no problem in using the product every day, because all the baby powders (or most of them at least) are Hypoallergenic, allergy and dermatology tested, and pediatrician tested along with having a clean and fresh scent.

The baby powder prevents soreness, but in recent years, this tradition has not been as popular because of its main ingredient, talc which has been considered as being possibly carcinogen. Other baby powders not using talc have synthetic fragrances which can be irritating to a baby’s sensitive skin.

The baby powder that is need nowadays is organic baby powder, made with fresh products such as lavender, or different herbs that would not have a very aggressive smell for the babies to feel the most comfortable.

What is its function? Baby powder


References: Parent company : Cadum 2 or 3 key features of the product or service: Specific for delicate skin – Prevent soreness – high quality product (cadum’s experience since 1907) - approved by dermatologist
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