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THE ESSENCE
Presented by
Matt Kelly, Emily Fuller Pat Stevenson, Mike Sheldon and Alec Joseph
TABLE OF CONTENTS
History of Brut 3 SWOT Analysis 4 Competitor Analysis 5 Repositioning Strategies 6 Target Market 7 Target Market Profiles 7 Consumer Promotions 8-9 Sales Force Promotions 10 Trade Promotions 11 Budget 12 Meet the Team 13
PRODUCT HISTORY
A TIMELINE OF BRUTS PAST
1964
Brut splashed on to the market when it was launched by Faberge. The brand quickly extended beyond cologne into other products such as aftershave and deodorant. The original Brut was packaged in a distinctive green glass bottle.
1989
Heath and beauty products powerhouse, Unilever, took over Brut. Unilever kept the bottle design and product intact. Brut began to lose its market share as more competitors began to enter the mens fragrance industry.
2003
Rights to the Brut brand were purchased by Idelle Labroatories for several regions. Idelle continues to own the company today.
TODAY
Brut cologne remains the brands top selling product. However, it is low in market share percentage. Brut is sold across the world but is heavily marketing in the United States. Advertising efforts emphasize the attributes in establishing yourself as a real man. Bruts product line has extending into other grooming products. The brand continues to attempt to restablish itself in the market to compete with brands like Old Spice.
SWOT ANALYSIS
THE STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS STRENGTHS
- Brut is an established brand name - Recognizable position as an aggressive manly scent cologne - Extremely affordable price - Loyal following among some the older male population and generations - Parent company, Unilever, is an industry leader
WEAKNESSES
- No appeal for women - Old, outdated packaging design - Lack of awareness among younger generations - Lack of excitement about Bruts strong scent - Very low advertising presence - Primarily available in grocery and drug stores with low brand equity
OPPORTUNITIES
- Can elevate brand equity and perception of products quality through repositioning strategies - Can differentiate with manly positioning in contrast to metrosexual, progressive colognes - Can reach out to new, classier distributors such as department stores and boutiques - Can re-design packaging to re-energize product - Many famous former endorsers (i.e. Joe Namath) that could be utilized for a retro campaign
THREATS
- Most competitors possess a higher brand equity and perception of higher product quality - Old Spice has executed its manly position more effectively than Brut - Spray bottles may come under attack from government regulations and environmental activists - Current advertising campaign could be viewed by feminists as enforcing traditional masculine mindsets and stereotypes - Increased costs of overall production
COMPETITOR ANALYSIS
BRUTS TOP CURRENT AND FUTURE COMPETITORS IN THE MARKET
CURRENT COMPETITORS
Aqua Velva is similar to Brut. It is popular among older men. It is sold in drug stores across the country. The scent is not as bold as Brut. Their promotions are practically non-existent. Aqua is low-cost fragrance provider. Younger generations are out of touch with Aqua Velva. Their product life is in decline.
Old Spice is aggressive in advertising and promotional efforts. The brand began in 1937 with historical scents and products. They dominate the 16-24 male market. Old Spice has three lines, Each has its own body washes, colognes, and deodorants. Recent transformations in their products saved the brand.
Axe has been using the manliness appeal better than Brut. As opposed to Brut and Old Spice, Axes advertising and promotion are focused on mens attractiveness to women. Axe started with antiperspirants and has grown into shower and hair products. Axe is a popular fragrance among younger men.
FUTURE COMPETITORS
The Nautica brand is a built on providing high quality products. Primarily a mens sportswear company, Nautica has been successful in selling products in high-end stores. Their cologne is light and appeals to preppy and sophisticated men. Nautica is inexpensive when compared to major designer colognes.
Calvin Klein is a designer clothing company with its own fragrance line that offers a lot of product diversification. Calvin Klein has bold and fresh scents. Their price is very competitive in the mens fragrance market as a mildly expensive cologne, but offers a lot of variety in product bundling.
Acqua de Gio targets men at any age with a higher income. Found in glass cases at major department stores, Acqua de Gio has high brand awareness and brand superiority. The scent is unique and light. It has been successful in putting emphasis on style and quality. It is more expensive but still comparable to other brands.
REPOSITIONING STRATEGIES
THE REVITALIZATION, RENEW AL AND REV AMPING OF BRUT
For over 40 years Brut has been on the shelves of every drugstore. However sales have declined in recent years due to lack of promotions and advertising as well as increased competition with brands like Axe and Old Spice. In order to stand out from it competitors Brut needs to re-image itself as a classier fragrance that men use as a step up from its competitors. The first step in doing this is for Brut to scrap the plastic bottle and replace it with our newly designed glass bottle. It will continue to feature the iconic green color but the glass bottle will gain the attention of a different demographic of men. There will also be an increase in price of our products. The original brut fragrance costs about $6 for the 3 oz. bottle and up to $25 for the 25 oz/ bottle. In order to move our products away from the typical cheap drugstore brand we need to increase the prices to move closer to fragrances such as Aqua di Gio and Calvin Klein which costs at a range from $40 to $85 depending on size. The new cost of Brut Cologne will be offered in 3 sizes, a 3 oz. bottle that will cost $25, a 7 oz. bottle for $35 and our value bottle of 25 oz. for $55. In addition to this we want to move Brut away from the shelves that feature cheap brands like Axe and Old Spice. We want the Brut brand to be featured in department stores such as Macys and Nordstrom. The product will need to be placed in glass cases next to the Calvin Klein, Nautica and Aqua di Gio. Brut can also be found in drug stores but no longer on open shelves. It will be in the locked glass cases.
TARGET MARKET
BRUTS IDEAL MARKETPLACE
Since the beginning of Brut, their marketing efforts have focused young male teens entering adulthood. Brut prides itself on being the brand that teens use as their first cologne; transitioning them to manhood. Todays Brut has realized some trends in the market have changed and their marketing efforts have not exactly shot in the appropriate direction. Mintel Research has discovered that projects targeting men in the 50 and older age group represent the fastest growing category of mens fragrance buyers. New campaigns should seek to attract new buyers while maintaining Bruts identity. Marketing director of Brut, Marc Broccoli, says the target buyer is now men aged 30 and up. Well need to market and advertise Bruts product line to men that have basic daily grooming regimens.
DA VE, 57
Dave is an established business owner with three grown children. He began using Brut at the beginning of his professional career over 35 years ago. He consistently recommends Brut to his friends, collagues and family. Dave enjoys golfing, boating and traveling. He finds Brut fragrance to be refreshing and classic.
BRENNAN, 42
Brennan is a police officer and avid runner. He has been a user of Brut for many years. His father introduced him to Brut when he entered his teenage years. Brennan plans to do the same with his boys when they reach that age. He likes the classic scent of Brut and how it easy it has been for him to grow with the fragrance through the years.
GRAHAM, 36
Graham is a single marketing communications executive at a fortune 500 company. He is always in meetings with clients. When not at work, Graham enjoys dining out and exploring new cities. He needs a cologne that is not too pungent but has a distinguishing scent. He puts his trust in Brut and enjoys its defining fragrance.
CONSUMER PROMOTIONS
FOUR W AYS TO EXCITE CONSUMERS AND DRIVE SALES
RON
BURGUNDY
Channel 4 News Team anchor, ladies man, and strong believer in the power of Brut.
A BONUS DEAL
Well market and sell packages of Brut to attract new users and to develop product loyalty. The packages will include three Brut products: cologne, body wash, and aftershave. Although it will be more expensive than a single bottle of Brut, consumers will see the value in the bundled deal because of the multiple products included. We estimate the production cost for making these bonus packs to be $50,000.
G IF T SE T
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TRADE PROMOTIONS
PROMOTIONS TO APPEAL TO DISTRIBUTORS AND RETAILERS
We want our trade promotions to be appealing and effective. They need to maintain and uphold our mission which is to position Brut as a classier mens fragrance. We will maintain trade promotions with manufacturers and resellers that stay true to this positioning.
IN-STORE DISPLAYS
We will set up a special event themed in-store display in all department and retail stores selling our products. It will utilize the to be released Anchorman 2 movie where we will play off the Brian Fantana Sex Panther scene from Anchorman. It will feature a large cardboard cutout with Fantana and Burgundy holding Brut saying, The essence of a man. It will attract the a range of the male population and work off the concept that a classy, well put together, successful man wears this fragrance. It also ties in nicely with our spokespersona and product placement tactics in the Anchorman sequel. All of the materials for assembling this display will be provided to department stores.
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BUDGET
A BREAKDOWN OF ALL EXPENSES
41%
21% 1% 37%
$300,000 $265,000
PRODUCTION COSTS
$150,000 $10,150
PAT STEPHENSON
Pat Stephenson is a senior Business Administration major with a concentration in Finance. Pat was born and raised in Rochester, New York. He is an avid Buffalo Bills and Syracuse University Orange fan. His hobbies include playing football for the Ithaca College Bombers and snowmobiling.
EMILY FULLER
Emily Fuller is a junior Integrated Marketing Communications major at Ithaca College. Emily hails from Auburn, New York. She just recently finished her tenure as Design Editor of Ithaca Colleges student newspaper, The Ithacan. She is the Advertising Chair of the student organization, Colleges Against Cancer of Ithaca College. After graduating from Ithaca, Emily hopes to enter into a career as an art director or editorial designer.
MIKE SHELDON
Mike Sheldon is a senior Marketing major at Ithaca College. He is originally from Ridgefield, Connecticut. Mike recently finished his fourth and final year with the Ithaca College Bombers football team. His hobbies include watching Netflix, playing sports and eating pasta.
ALEC JOSEPH
Alec Joseph is from Weston, Connecticut. Throughout his early childhood and into high school Alec played baseball, basketball and golf. Alec now attends Ithaca College where he is pursuing a degree in Marketing. He will be graduating this coming May. After graduation, Alec is looking forward to possibly starting his own business.
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