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STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand
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STARBRANDS // BUILT TO SHINE: strategia marki / brand strategy for a new deo male brand

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Strategia marki: analiza rynku dezodorantów w CEE i WEMEA oraz budowa nowej marki …

Strategia marki: analiza rynku dezodorantów w CEE i WEMEA oraz budowa nowej marki

Brand strategy: analysis of deodorants market in CEE and WEMEA and building new brand

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  • Very good brand strategy skills and knowledge presented by the Starbrands team
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  • 1. STARBRANDS — Marki Dezodorantów Dla Mężczyzn Brands Of Male Deodorants © Starbrands / 2013
  • 2. STARBRANDS — Czy jest miejsce na nową markę? Is there a place for a new brand? © Starbrands / 2013
  • 3. © Starbrands / 2009 Deodorants MARKET SIZE $6.7 billion $1,6 billion (24%) $5,1 billion (76%) Żródło: Euromonitor, 2008
  • 4. © Starbrands / 2009 Spray Deodorants MARKET SIZE $3.84 billion $0,65 billion (16%) $3,19 billion (84%) Żródło: Euromonitor, 2008
  • 5. © Starbrands / 2009 Male Deodorants MARKET SIZE $2.13 billion (32% of total deos) $0,57 billion (17%) $1,56 billion (83%) Żródło: Euromonitor, 2008
  • 6. © Starbrands / 2009 Spray Deodorants FUTURE OF MARKET ___Deodorant sprays market is going to grow by over 5% (CAGR) till 2012 in EMEA. ___Male deodorants market is going to grow by nearly 7% (CAGR) till 2012 in EMEA. Żródło: 2007 value shares, Euromonitor
  • 7. © Starbrands / 2009 Spray Deodorants vs Roll-ons FUTURE OF MARKET 2012 2004 +6ppt Roll-ons 21% 27% Growth at the cost of deo creams, sticks and wipes. 0ppt Sprays 57% Żródło: 2007 value shares, Euromonitor TOTAL: 78% 57% TOTAL: 84%
  • 8. © Starbrands / 2009 Spray Deodorants FUTURE OF MARKET ___Body Sprays constitute the biggest deodorant format representing almost 60% of deodorants net in EMEA and WEMEA and 50% in CEE. ___Roll-ons are the most dynamically growing segment in EMEA, WEMEA and especially in CEE where it grew 2 times faster than body sprays growing its net share in deodorants at expense of body sprays. Żródło: Euromonitor, 2008
  • 9. © Starbrands / 2009 Deodorants market by country Sales value of total deodorants category in mn. USD (2007) 1800 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1564 1600 1400 1200 1000 814,1 800 600 513 400 282,3 200 Sub-segments contribution to total deodorants 5% 7% 15% 15% 24% 32% 32% 27% 17% 45% 78% 63% 59% 58% 23% Poland Russia Turkey K Aerosol sprays ___Key market in Europe for deodorants is UK. ___ Contribution of sprays is also the highest in UK. Żródło: Euromonitor R us si a Tu rk ey UK Po France U 0 la nd 116,2 Fr an ce MARKET POTENTIAL Roll-ons Other
  • 10. © Starbrands / 2009 Usage habits by country MARKET POTENTIAL 100% 100% 90% 80% % of women who use deodorants % of women who use perfumed body sprays 90% 97% 88% 79% 80% 71% 70% 70% 60% 60% 50% 40% 30% 40% 43% 20% 20% 21% 74% 62% 58% 50% 30% 28% 90% 17% 10% 40% 40% 30% 20% 10% 0% UK Russia Ever Poland Daily Turkey 0% UK Russia Ever Poland Turkey Daily ___Usage data confirm that the highest popularity of this category in UK. ___ From other markets Poland seems to be the closest to western pattern . Żródło: Consumer Strategy Study
  • 11. © Starbrands / 2009 Usage habits by country % of men using different types of deodorants % of men using deodorants Spray ** * Po la nd Sp ai n Fr an ce U K 90% 80% 77% 80% 65% 65% 70% 63% 60% 51% 44% 50% 42% 36% 40% 28% 26% 26% 30% 22% 16% 20% 9% 10% 0% G er m an y Daily Po la Ever nd ** * 20 08 (o nl in e) n Sp ai G er m Fr an ce an y K 100% 100% 89% 85% 85% 83% 90% 77% 75% 75% 80% 71% 70% 55% 60% 50% 40% 30% 20% 10% 0% U MARKET POTENTIAL Roll-on Stick ___ Usage data confirm that the highest popularity of this category is in UK. From other markets Poland seems to be the closest to UK pattern. ___ Sprays most popular form in UK and Poland. *** Poland – data from on-line survey does not fully reflect Polish male population as sample was urban, 14 – 50 y.o.. It is also somehow skewed towards better educated people Żródło: Mintel / On-line study for Poland
  • 12. © Starbrands / 2009 Body Sprays Market MARKET FRAGMENTATION 14,6%* …and more Żródło: Euromonitor (based upon 2007 value shares)
  • 13. © Starbrands / 2009 Market Players by Region KEY MARKET PLAYERS WEMEA EMEA 11 CEE 11 11 12,4% 0,7% 9,9% 12,9% 13,0% 22 33 33 2,3% 1,4% 0,6% 2,84% 22 55 55 0,03% 55 4,95% 44 1,39% 2,6% 44 1,77% 1,1% 44 0,03% 13,4% 33 2,4% 2,3% 13,4% 0,9% 0,62% 0,09% 2,82% 2,43% 0,0% 0,0% 1,07% 22 1,87% Żródło: Euromonitor (based upon 2007 value shares) 0,29%
  • 14. © Starbrands / 2009 Market Players in CEE KEY MARKET PLAYERS CZECH REP. POLAND 55 44 33 9,5% 11 ROMANIA 8,8% 55 11 23,6% 5,9% 6,0% 44 23,1% 55 8,4% 22 6,6% 22 2,5% 17,2% 22 33 14,9% 11,8% 11,2% 33 44 7,4% 11,6% 11 17,6% 3,5% Żródło: Euromonitor (based upon 2007 value shares)
  • 15. © Starbrands / 2009 Sales & Shares KEY MARKET PLAYERS EMEA Val. share change WEMEA Sales val. change 06 vs 05 07 vs 06 06 vs 05 +0.2ppt +0.4ppt +6% +10 % +0.31ppt -0.03ppt -0.01ppt -1% +4% +0.2ppt -0.1ppt +5% +0.ppt +0.05ppt +0.0ppt +0ppt +0.04ppt 07 vs 06 Val. share change 06 vs 05 07 vs 06 CEE Sales val. change Val. share change Sales val. change 06 vs 05 07 vs 06 06 vs 05 07 vs 06 06 vs 05 07 vs 06 +0.52ppt +6% +9% +0.02ppt +0.2ppt +8% +21% -0.05ppt +0.0ppt -1% +4% +0.01ppt +0.0ppt +33% +0% +0% +0.01ppt -0.17ppt +4% -2% +0.09ppt +0.0ppt +10 % +7% +4% +8% -0.02ppt -0.03ppt +2% +3% +0.0ppt +0.25ppt +7% +13% -0.01ppt +3% +4% -0.01ppt -0.03ppt 10% +46% -0.05ppt +0.01ppt +4% +8% +0.0ppt +4% +4% +0.03ppt +0.03ppt +5% +6% -0.08ppt -0.11ppt 25% -52% +0.04ppt +8% +10 % +0.03ppt +0.02ppt +10% +8% +0.0ppt +0.04ppt +6% +11% +0.02ppt +5% +8% +0.05ppt +0.06ppt +5% +8% -0.04ppt +0.01ppt 11% +10 % -0.01ppt +0.01ppt 18% +17% -0.2ppt +0.01ppt 10% +8% +0.1ppt Żródło: Euromonitor +0.04ppt +0.3ppt +5% +8% +0.15ppt +0.27ppt +4% +7% -0.1ppt +0.41ppt +6% +11%
  • 16. © Starbrands / 2009 Spray Deodorants MARKET POTENTIAL Is there a place for a new brand? Yes, there is: ___Market Size = $1.2 billion ___Market Is Growing ___Market Is Fragmented
  • 17. STARBRANDS — Jaką strukturę ma rynek dezodorantów męskich? How is male fragrance market organized? © Starbrands / 2013
  • 18. © Starbrands / 2009 Male Deodorants MARKET FRAGRANCE COSMETICS FOR MEN PERFUMES EDT DEODORANTS Spray Used mainly for fragrance Stick Roll-on Used as anti-perspirant
  • 19. © Starbrands / 2009 Male Deodorants MARKET OFFER 8-18 SKU Wide WIDTH OF OFFER 11 SKU 8-10 SKU 6-10 SKU Mid 6 SKU 6 SKU 6-8 SKU 4 SKU 3-4 SKU 3-4 SKU 1-3 SKU 1-2 SKU Low Anti-perspirant Anti-perspirant & refreshing deodorant Fragranced deodorant & antiperspirant PRODUCT FORMAT Żródło: Own assessment Perfumed deodorant
  • 20. © Starbrands / 2009 Male Deodorants MARKET OFFER IN WEMEA Premium ( > $7) Mass ($4 - $7) Value ( < $4) Żródło: 2007 Euromonitor, Internet
  • 21. © Starbrands / 2009 Male Deodorants MARKET OFFER IN CEE Premium ( > $6) Mass ($3 - $6) Value ( < $3) Żródło: 2007 Euromonitor, Internet
  • 22. © Starbrands / 2009 Male Body Sprays MARKET OFFER BY PACKAGING ___ Avon PRO packaging seems to be the least energetic, dynamic, modern and eye-catching than competitive ones.
  • 23. STARBRANDS — Kto kupuje i używa dezodorantów męskich? Who buys and uses male deodorants? © Starbrands / 2013
  • 24. © Starbrands / 2009 Male Body Sprays USAGE HABITS IN POLAND % of men using (most often) different types of deodorants by age groups % of men using (regularly) different types of deodorants by age groups 100% 93% 10% 90% 19% 21% 28% 11% 30% 24% 70% 76% 13% 14% 18% 50% 50% 44% 40% 79% 45% 39% 36% 52% 48% 25-34 35-44 49% 46% 41% 37% 33% 69% 65% 61% 78% 71% 6% 19% 60% 30% 82% 80% 80% 23% 23% 20% 10% 0% Total 14-19 spray 20-24 roll-on other 45-50 Total 14-19 20-24 spray 25-34 roll-on 35-44 45-50 stick ___ Sprays dominate in age groups 14 – 19 y.o. and 20 – 24 y.o. ___ Among 25+ despite still high usage of sprays popularity of other forms is growing. Źródło: Poland, on-line study 2009
  • 25. © Starbrands / 2009 Male Body Sprays USAGE HABITS IN POLAND UK 100% 13% 8% 6% POLAND 7% 10% 15% 80% 36% 16% 52% 21% 90% 47% 18% 15% 11% 15% 33% less often 43% 70% 46% 45% 60% 49% 50% 51% 56% 34% 33% 32% 25 - 34 35 - 44 45-50 54% 53% once a day 40% 30% 20% 56% 61% 51% 42% 45% 31% more than once a day 33% 37% 28% 10% 0% total 15 -19 20 -24 Source: Mintel, base = category users 25 - 34 35 - 44 45+ total 14 -19 20 -24 Source: POLAND On-line study ___ In UK % of men who are using deodorants more often than once a day is higher than in Poland. In youngest groups 15 – 24 significantly higher that among total men. ___ In Poland usage frequency is similar across all age groups.
  • 26. © Starbrands / 2009 Fragranced Deodorants vs Anti-perspirants USAGE HABITS IN POLAND % of men using (most often) different variants of deodorants by age groups 100% 10% 12% 90% 21% 7% 80% 70% 8% 9% 4% 7% 7% 5% 7% 8% 6% 12% 11% 26% 9% 23% 4% 6% 23% 60% 50% I don`t know 11% 7% 5% 23% 5% 13% neutral, fresh fragrance NO AP 18% 21% fragrance free with AP 27% 40% intensive fragrance NO AP 30% 20% 42% 43% 47% 38% 35% 41% intensive fragrance with AP 10% 0% Total 14-19 20-24 25-34 35-44 45-50 neutral, fresh fragrance with AP ___ Men in all age groups definitely prefer deodorants with anti-perspirant benefits. ___ The most preferred in all age groups are those with fresh, neutral fragrance. ___ Deodorants with intensive, strong fragrance slightly more often used by teenagers. Źródło: Poland, on-line study 2009, base = category users
  • 27. © Starbrands / 2009 Are Deodorants Substitution for EDT/EDP/Perfumes? USAGE HABITS IN POLAND % top 2 boxes Total 14-19 20-24 25-34 35-44 45-54 I like deodorants with intensive fragrance, because I often use it as perfumes 34% 37% 36% 31% 34% 27% I usually use deodorant with perfumes, that`s why prefer neutral fragrance deodorant 34% 25% 34% 35% 39% 43% I don't like deodorant with intensive fragrance, that is why I use neutral fragrance deodorant with antiperspirant benefits 44% 45% 42% 46% 38% 47% ___ 34% of men agree that often use deodorants as a substitute of regular fragrance. This percentage is somewhat higher among younger 14 – 19 y.o. and 20 – 24 y.o. ___ In age groups 25+ higher percentage of those who prefer neutral scents. Źródło: Poland, on-line study 2009, base = category users
  • 28. © Starbrands / 2009 Deodorants / Body Spray REASONS FOR BUYING Nicest smelling Most effective Longest lasting protection Most skin friendly 80% 70% 60% 50% 40% 30% 20% 10% 0% 15- 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + All ___ Attribute „nicest smelling” most important for youngest users of deodorants, decreasing with age. ___ Longest lasting protection and effectiveness 2nd and 3rd position in purchase reasons ranking. Źródło: Mintel
  • 29. © Starbrands / 2009 Deodorants / Body Spray WHO BUYS Attitudes to buying deodorants among Polish men Attitudes to buying toiletries among UK men 100% 90% 80% 37% 32% 32% 38% 28% 18% 60% 35% 20% 42% 15% 14% 12% 18% 26% 12% 70% 30% 61% 39% 11% 15% 12% 50% 40% 52% 10% 23% 60% 40% 40% 30% 14% 70% 35% 29% 90% 80% 29% 70% 50% 100% 13% 34% 35% 78% 64% 73% 67% 62% 20% 10% 10% 0% 0% total 15 -19 I buy myself 20 -24 25 - 34 I buy for HH 35 - 44 45+ Someone else buy total 14 -19 By myself 20 -24 25 - 34 35 - 44 With other person 45+ Other person ___ For both markets we see mixed approach – men purchase by themselves vs other people purchase for them. Most independent in decision making processes are men from group 20-24 y.o.. ___ In UK also teenagers seems to be independent compared to total. Both UK and Poland among teenage groups 30% those for whom others are involved in purchase. Źródło: Mintel for UK / on-line survey for Poland
  • 30. © Starbrands / 2009 Male Deodorants CHOICE PATTERN MEN who declared that someone else purchase for them Total 14-19 20-24 25-34 35-44 45-54 I choose brand by myself and let other person know what exactly I want 17% 25% 15% 23% 4% 10% I choose brand with a person, who buys for/with me 12% 12% 32% 31% 44% 52% Person, who buys for/with me deodorant, knows which brands I like and choose from them something for me 31% 18% 37% 36% 33% 38% I tell other person that I need a deodorant and she/he chooses brand for me 14% 32% 9% 8% 10% 0% ___ Despite the fact that someone else purchase for them, more than 25% teenagers declare that they decide about brand's choice by themselves. ___ However also among teenagers the highest share of those who let other person choose the brand – 32%. Źródło: On-line survey for Poland, BASE: Men purchasing together with someone or for whom other person purchase
  • 31. © Starbrands / 2009 Male Deodorants WHO BUYS FOR THEM MEN who declared that someone else purchase for them 90% 82% 80% 70% 65% 57% 60% 50% 50% 39% 39% 40% 27% 30% 20% 10% 13% 10% 8% 2% 10% 4% 20% 17% 12% 16% 11% 16% 9% 5% 0% 0% Total wife/partner 14-19 male friend mother 20-24 female friend 25+ father other person ___ Purchasing by mothers is more popular in younger age groups 15 – 24 y.o.. ___ In older age groups this role is taken by wife/partner. Źródło: On-line survey for Poland
  • 32. © Starbrands / 2009 Male Deodorants DECISION MAKING % top 2 boxes Total 14-19 20-24 25-34 35-44 45-54 I have a very specific taste for deodorants thus I don`t like when someone is choosing them for me, giving as a gift 38% 34% 32% 38% 47% 49% Deodorant for me is like average personal hygiene product thus it is not so important who is choosing and buying this for me 38% 45% 31% 39% 41% 31% I would never allow my wife/girlfriend to buy deodorant for me 17% 17% 16% 16% 17% 22% I would never allow my mother to buy deodorant for me 35% 26% 37% 36% 43% 39% ___ Despite the fact that young consumers seems to be relatively independent it seems that they accept purchase of deodorants via others (incl. women) – 45% agree that deodorant is average personal hygiene product – it is not so important who buys it – Teenagers – only 26% definitely reject purchase by mothers ___ Potential for companies such as Avon! -- > especially gifting occasions. - Women working as „brands ambassadors” (organise first purchase, invite to the brand, than if the product is fitting male preferences they can use and become loyal consumers) Źródło: On-line survey for Poland
  • 33. © Starbrands / 2009 Most Often Used Brands of Male Deodorants Used past 6 months Used most often 100,00% 90,00% 80,00% 70,00% 60,00% 59% 50,00% 38% 31% 26% 24% 20% 20% 14% 13% 12% 12% 10% 10% 8% 6% 8% 6% 8% 3% 2% 2% 4% 1% 2% 5% 5% 4% 1% 1% 1% 40,00% 30,00% 20,00% 10,00% Sp ic e Bo nd Pu m a Ro ut e 66 Bi -e Ca s lv in Kl ei n ss O ld o Bo on Av H ug Fa R Ax ex e on a M en ST R 8 Ni ve a G ille tte s 0,00% Ad id a MOF BRAND USAGE ___ Consumers declarations confirms strong position of Adidas. ___ Axe is on the 5th position in the ranking with 20% users / 6% using it most often . Źródło: On-line survey for Poland
  • 34. © Starbrands / 2009 Most Often Used Brands of Male Deodorants MOF BRAND USAGE AXE 90% 77% 80% 70% 60% 59% 58% 53% 40% 38% 31% 30% 20% 24% 20% 20% 31% 27% 26% 23% 21% 12% 36% 31% 28% 26% 25% 39% 36% 34% 22% 20% 19% 15% 23% 26% 23% 15% 14% 10% 9% 10% 51% 44% 50% 46% 50% 7% 8% 8% 8% 0% total 14-19 Adidas 20-24 Nivea Gillette 25-34 STR8 Axe 35-44 Rexona Men 45+ Avon ___ Adidas is top brand across all age –groups. The highest usage in youngest groups 14 – 24 y.o. ___ Axe more often than in other groups used by 14 – 19 y.o. (31%). Źródło: On-line survey for Poland
  • 35. © Starbrands / 2009 Male Deodorants USERS PROFILE After Shave Lotions (data from Pro project), Avon, Lynx users by age groups AGE profiles of deodorants users 100% 40% 11% 90% 35% 80% 30% 23% 16% 20% 60% 15% 50% 10% 30% 25% 40% 5% 0% 26% 70% 25% 2% 2% 4% 9% 0% 15-19 Category 10% 6% Avon 20% Lynx 30% 34% 20-24 11% 2% 18% 25-34 16% 9% 16% Source: TGI (Pro analysis) 35-44 16% 10% 10% 45-54 15% 10% 10% 55-64 15% 28% 13% 65+ 18% 35% 12% 23% 20% 10% 56% 26% 38% 33% 6% 22% 13% 0% Total Adidas 14 - 19 20- 24 Axe 25 - 34 35 - 44 Avon 45 - 50 Source: On-line survey for Poland ___ In UK Youngest customers (15 – 24 y.o.) are heavily targeted by LYNX while Avon users are more often 55+. ___ In Poland Adidas is key brand across all age groups. Adidas and Axe users relatively younger below 24 y.o.. Avon – 25 – 34 y.o. BASE: Heavy users of particular brand
  • 36. © Starbrands / 2009 Male Deodorants USERS PROFILE ___It seems that within deodorants category there are different life style consumer's segments: - Refreshment, sport, energy – targeted successfully by Adidas - Fun, vibrant, sexuality – targeted by Lynx/Axe - Cleanliness, basic care, safety - targeted by Nivea for men ___First two are more important among younger men ___It seems also that „segment's” importance could be different for UK (fun, vibrant / Lynx) vs Poland possibly other CEE (refreshment, energy, sport/Adidas). Somehow this conclusion could be proofed by different popularity of Pro variants in PL vs UK ___When developing Avon's body sprays for men brand we must remember about this differences
  • 37. © Starbrands / 2009 Male Deodorants SUMMARY ___Key deodorant market - UK. ___From CEE bigger potential for sprays in Poland vs. Russia (where roll-ons have significant market share) ___In PL -----> Spray the most popular format among teenage customers. ___In UK teenagers and 20 – 24 y.o. – most intensive usage (high share of those who use deodorants more often than once a day). ___Anti-perspirant benefits crucial in all age groups also for teenagers ___In Poland majority prefer deos with fresh, neutral fragrance ___Expectation of strong, intense fragrance – slightly higher among younger men. Who also more often agree that use deodorants as a substitute of regular fragrance
  • 38. STARBRANDS — Pozycjonowanie i komunikacja marek konkurencji. Positioning & communications of competitive brands. © Starbrands / 2013
  • 39. © Starbrands / 2009 AXE / LYNX COMPETITIVE BRANDS COMMUNICATIONS
  • 40. © Starbrands / 2009 AXE / LYNX COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ROMANTIC THE ALPHA MALE THE BOND MAN AXE SHARP FOCUS AXE ATLANTIS THE GOOD GUY THE HERO AXE PHOENIX AXE UNLIMITED AXE ALASKA THE ARTIST THE ADVENTURER AXE AFRICA AXE MARINE GENTLE TOUGH THE BAD BOY THE GENTLEMAN AXE TOUCH AXE VICE AXE MUSK THE LOVER AXE MIX 3 AXE ANTI-HANGOVER THE CHARMER AXE BOOST AXE FEVER AXE PULSE AXE SHOCK THE ADONIS AXE CLICK AXE DARK TEMPTATION AXE INSTINCT BODY
  • 41. © Starbrands / 2009 AXE / LYNX COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ROMANTIC THE ALPHA MALE THE BOND MAN AXE SHARP FOCUS AXE ATLANTIS THE GOOD GUY THE HERO AXE PHOENIX AXE UNLIMITED Adventurous Heroes AXE ALASKA THE ARTIST THE ADVENTURER AXE AFRICA AXE MARINE GENTLE TOUGH THE BAD BOY THE GENTLEMAN AXE VICE AXE MUSK THE LOVER Sensuality & Seduction AXE ANTI-HANGOVER THE CHARMER AXE TOUCH AXE MIX 3 AXE BOOST AXE FEVER AXE PULSE AXE SHOCK THE ADONIS AXE CLICK AXE DARK TEMPTATION AXE INSTINCT BODY
  • 42. © Starbrands / 2009 AXE / LYNX COMPETITIVE BRANDS POSITIONING Reason for being Brand positioning • Improving every men sexual attractiveness in women's eyes • Irresistibly seductive (brand) Brand Tag Line Points of Parity • Axe Effect / Get dirty, get Axe • 24h anti-perspirant • Refreshing scent Points of Difference • Brand's positioning • Brand's communication • Packaging with twist and press cap •Irresistible combination of the anti-perspirant and distinct, seductive fragrance •Brand's communication • Active, single men aged 18 – 24 (university students), interested in sports, music, parting and seeking wide approval from women RTB Target Group EMEA Market Value Share • 9,9% (+0,4ppt)
  • 43. © Starbrands / 2009 AXE / LYNX COMPETITIVE BRANDS PERCEPTION POLAND Avon UK Proud to Use High Quality Avon 3,2 -6,2 -10,4 Good Value for the Money Understands What You Want Excellent Beauty Range Very Fashionable Image Too Cheap to Be Good Good Offers & Discounts 10 Love 0 2,5 -0,5 Inspiring Refreshin 6,6 -5 Trendy 0,3 -1,1 12,5 9,9 Too Expensive Different -2,9 -2,9 Excellent Customer Service Fun -5,9 -5,9 Beauty Authority 30 20 4,8 4,8 Modern/Contemporary Convenient to Buy -1,8 -1,8 Suitable Products for Your Skin Colourful 3 10,4 Good Advertising Funky 40 5,6 0,1 International Brand Lynx 0,2 10,8 Advanced/Innovative Average 0,1 -14,7 -8 -8 -13 20,7 Young Żródło: Mintel / Lynx image in UK -9,3 -9,3 Stylish 13,1
  • 44. © Starbrands / 2009 ADIDAS COMPETITIVE BRANDS COMMUNICATIONS
  • 45. © Starbrands / 2009 ADIDAS COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE THE ROMANTIC THE BOND MAN THE GOOD GUY THE HERO THE ARTIST THE ADVENTURER GENTLE ACTION 3 LINE EDT EXTENSION LINE TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER THE ADONIS BODY
  • 46. © Starbrands / 2009 ADIDAS COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE THE ROMANTIC THE BOND MAN THE GOOD GUY THE HERO THE ARTIST THE ADVENTURER GENTLE POWER THROUGH ACTION 3 LINE HEROES & ADVENTURES EDT EXTENSION LINE TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER THE ADONIS BODY
  • 47. © Starbrands / 2009 ADIDAS COMPETITIVE BRANDS POSITIONING Reason for being Brand positioning Brand Tag Line Points of Parity Points of Difference RTB Target Group EMEA Market Value Share • Improving every athlete's performance through innovation • First absorbent anti-perspirant body spray that provides the highest perspirant body protection and comfort for very active people incl. sportsmen • Impossible is nothing • 24h anti-perspirant • Refreshing, energizing scent • Endorsed by brand heroes - famous sportsmen e.g. Zinadine Zidane, Kaka • No white marks benefit • Includes technology that absorbs sweat and odor • With an Active Absorbent Complex that is 10x more absorbent than a sweat band • Developed with athletes • Very active men aged 16 – 34, interested and doing sports • 2,4% (-0,1ppt)
  • 48. © Starbrands / 2009 PUMA COMPETITIVE BRANDS COMMUNICATIONS
  • 49. © Starbrands / 2009 PUMA COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE THE ROMANTIC THE BOND MAN THE GOOD GUY THE HERO THE ARTIST ENERGY FOR SELF-EXPRESSION THE ADVENTURER GENTLE POWER THROUGH HEROES & ADVENTURES TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER THE ADONIS BODY
  • 50. © Starbrands / 2009 PUMA COMPETITIVE BRANDS POSITIONING Reason for being • Mixing influences of sport, fashion and lifestyle. Brand positioning • Boost of Wild Energy •Energizing body spray that fits your active, sporty lifestyle providing all day refreshment. • Fits your active lifestyle • Refreshing, distinct smell Brand Tag Line Points of Parity Points of Difference RTB • Fragranced scent • Co-branding with fashion brands (Gucci, DKNY, Dolce & Gabbana) and famous designers (Starck PUMA) as well as designer subbrands (nuala, 96 hours) elevated PUMA image so that it competes also with fashion brands as a sporty & fashion/urban lifestyle brand. • Co-branding with fashion brands, designers and artists • Old-school sport legitimacy Target Group • Active men aged 16-34 who live an active lifestyle and are interested in sports, fashion and music EMEA Market Value Share • NA
  • 51. © Starbrands / 2009 GILLETTE COMPETITIVE BRANDS COMMUNICATIONS
  • 52. © Starbrands / 2009 GILLETTE COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE SENSITIVE DRY POWER RUSH STORM FORCE THE ROMANTIC THE BOND MAN THE GOOD GUY THE HERO THE ARTIST THE ADVENTURER ARCTIC ICE GENTLE COOL WAVE TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER THE ADONIS BODY
  • 53. © Starbrands / 2009 GILLETTE COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE SENSITIVE DRY THE ROMANTIC THE BOND MAN THE GOOD GUY POWER RUSH SOPHISTICATED STORM FORCE MASCULINITY THE HERO THE ARTIST THE ADVENTURER GENTLE ICE-COLD ARCTIC ICE ADVENTURER COOL WAVE TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER THE ADONIS BODY
  • 54. © Starbrands / 2009 GILLETTE COMPETITIVE BRANDS POSITIONING Reason for being • The best, high-performance, innovation-led men's care Brand positioning • The best antiperspirant deodorant a man can get Brand Tag Line Points of Parity • The best a man can get / Be your best all day / Part of the ritual • 24h perspirant protection • Refreshing scent Points of Difference • Endorsed by famous sportsmen e.g. Tiger Woods, Roger Federer and Thierry Henry • Triple protection system • Contains Dry Shield and All Day Scent Technology RTB Target Group • Men aged 18-34 who live an active lifestyle and want highperformance staff for best results EMEA Market Value Share • 2,3% (+0,05ppt)
  • 55. © Starbrands / 2009 NIVEA COMPETITIVE BRANDS COMMUNICATIONS
  • 56. © Starbrands / 2009 NIVEA COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE SENSITIVE PROTECT THE ROMANTIC THE BOND MAN THE GOOD GUY THE HERO THE ARTIST THE ADVENTURER FRESH ACTIVE DRY IMPACT SPORT GENTLE SILVER PROTECT TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER COOL KICK THE ADONIS BODY
  • 57. © Starbrands / 2009 NIVEA COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE SENSITIVE PROTECT THE ROMANTIC THE BOND MAN THE GOOD GUY THE HERO SOPHISTICATED MASCULINITY FRESH ACTIVE DRY IMPACT EVERYDAY HERO SPORT THE ARTIST THE ADVENTURER GENTLE SILVER PROTECT TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER COOL KICK THE ADONIS BODY
  • 58. © Starbrands / 2009 NIVEA COMPETITIVE BRANDS POSITIONING Reason for being • First, mass market, high quality care for men's skin Brand positioning • Gentle and carrying anti-perspirant and anti-bacterial body spray for men • It keeps up with you / Be Up For Anything • 24h perspirant protection • Refreshing fragrance Brand Tag Line Points of Parity Points of Difference • Mild and gentle formula RTB • Incl. anti-bacterial silver molecules • Without alcohol, colorants or preservatives • Active men aged 18-35 who want all day perspirant protection and care for their skin • 1,1% (+0,04ppt) Target Group EMEA Market Value Share
  • 59. © Starbrands / 2009 REXONA / SURE COMPETITIVE BRANDS COMMUNICATIONS
  • 60. © Starbrands / 2009 REXONA / SURE COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE SENSITIVE THE ROMANTIC THE GOOD GUY THE BOND MAN THE HERO INVISIBLE ICE POWER COBALT ORIGINAL QUANTUM EXTREME PROTECTION ACTIVE THE ARTIST THE ADVENTURER V8 SPORT BLAST/INSTINCT/ULTIMATE GENTLE TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER THE ADONIS BODY
  • 61. © Starbrands / 2009 REXONA / SURE COMPETITIVE BRANDS PERSONALITY ANALYSIS MIND THE PARTNER THE ALPHA MALE SENSITIVE THE ROMANTIC THE GOOD GUY THE BOND MAN THE HERO INVISIBLE ICE POWER COBALT ORIGINAL POWERFUL QUANTUM MASCULINITY EXTREME PROTECTION ACTIVE THE ARTIST THE ADVENTURER V8 SPORT BLAST/INSTINCT/ULTIMATE GENTLE TOUGH THE BAD BOY THE GENTLEMAN THE LOVER THE CHARMER THE ADONIS BODY
  • 62. © Starbrands / 2009 REXONA / SURE COMPETITIVE BRANDS POSITIONING Reason for being Brand positioning Brand Tag Line Points of Parity Points of Difference RTB Target Group EMEA Market Value Share • Extreme, future-technology based men's protection to face the day of tomorrow. • Especially for men – the most future-ready anti-perspirant protection over the top protection for whatever they do. • Sure for Men. It won't let you down. • Perspirant protection • Refreshing fragrance • Future-ready protection • Responds to increases in adrenaline, releasing extra protection • Created by superior technology • „Proven to work at 58ºC, the hottest temperature recorded on earth” claim • Busy, active men aged 25-30 interested in sport who want fool-proof, all day perspirant protection • NA
  • 63. © Starbrands / 2009 Brands` Perspective COMPETITIVE BRANDS POSITIONING 45+ 40-45 AUDIENCE GROUP AGE SPLIT 35-40 30-35 25-30 20-25 15-20 10-15 FUNCTIONAL BRAND VALUE PROPOSITION EMOTIONAL
  • 64. © Starbrands / 2009 Consumers` Perspective COMPETITIVE BRANDS POSITIONING 45+ 40-45 AUDIENCE GROUP AGE SPLIT 35-40 30-35 25-30 20-25 15-20 10-15 FUNCTIONAL BRAND VALUE PROPOSITION EMOTIONAL
  • 65. © Starbrands / 2009 ENERGY TARGETED AUDIENCE GROUP LIFESTYLE/INTERESTS RELAX COMPETITIVE BRANDS POSITIONING 10-15 15-20 20-25 25-30 30-35 TARGET AUDIENCE AGE GROUP 35-40 40-45 45+
  • 66. © Starbrands / 2009 ENERGY TARGETED AUDIENCE GROUP LIFESTYLE COMPETITIVE BRANDS POSITIONING FUNCTIONAL BRAND VALUE PROPOSITION EMOTIONAL
  • 67. © Starbrands / 2009 COMPETITIVE BRANDS POSITIONING BRAND DIFFERENTIATION High Low visible brands magnetic brands invisible brands remarkable brands SHARE OF VOICE High Low Low SHARE OF WORD High
  • 68. © Starbrands / 2009 SUMMARY ___The most successful brands are the ones which: - have high emotional value on top of functional benefits - have single minded positioning e.g. Adidas - PUMA which tries to occupy many diff. territories has relatively small market share - occupy unique brand territory e.g. Axe - have unique brand identity and communication e.g. Axe ___There is a gap on the market: - no offer in the music/partying territory - no offer in the technology/socializing/partying territory - unexploited young target group (10-18)
  • 69. STARBRANDS — Jak możemy wykorzystać istniejącą lukę rynkową? How can we exploit existing gaps on the market? © Starbrands / 2013
  • 70. © Starbrands / 2009 Benefits TARGETING YOUNG CONSUMERS STYLE EXPERIENCE Most Personalized Most Imaginative Most Exciting Most prestigious Most Sophisticated Most Entertaining Best styling Best Usability Most Exclusive Best Value Most Choices Most Comfortable Most Popular Best Features Most Trusted Best Reliability Best Performance Best Quality Most Convenient Most Exclusive Least Expensive PRODUCT SERVICE
  • 71. © Starbrands / 2009 Interests / Lifestyle TARGETING YOUNG CONSUMERS Adrenaline/active lifestyle Fashion Partying Sport Socializing/tech Music Male Teens 14-24 Gaming Sexuality
  • 72. © Starbrands / 2009 Purchase COMPETITIVE BRANDS Mothers’ approved?
  • 73. STARBRANDS — Koncepty Nowych Marek / Produktów New Brand / Product Concepts © Starbrands / 2013
  • 74. © Starbrands / 2009 Proposal 1 New Brand Concepts Name: be me Tagline: Create yourself. Express yourself. Consumer Insight: Everyone is different and everyone expresses himself in his very unique way. Creativity is the best way to express yourself. Concept: I’m an individual. I’m myself and only myself. I need things, which will define me, will make me stand out of the crowd. I need to create myself through what I do – sports, music or graffiti. This means also fragrance. AVON be me is like my signature, my self-being. Key Words: self expression, creativity, unique, identity, individuality Emotional Benefit: Feel unique and special. Sub-variants name: be art, be music, be style, be sport Hook/activation: packages designed by young artists, joint graffiti painting under AVON patronage, young musicians/bands concerts. Names TBD: yoUnique, creation, create yourself, ID, Spray ID, Mspray, Me+
  • 75. © Starbrands / 2009 Proposal 2 New Brand Concepts Name: Escapade Tagline: Discover your urban jungle. Consumer Insight: the big city is my natural environment. As the city itself I’m in constant movement, always ready to face adventures and unusual experiences. The unexpected is what makes life interesting. Concept: The big city is like a jungle – full of challenges and traps. This is your home, your life. Always in movement, charged with energy, ready for everything, you get off for the next journey. Isn’t bother to rest. There are so many places to discover and people to meet. Set off for the next urban escapade with energetic AVON Escapade fragrance. Key Words: explore, discover, adventure Emotional Benefit: Full of energy, ready for everything Hook/activation: on- line game, where we move on the Urban escapade; CD with energetic, electronic music; mini-guide with places where you can experience something interesting and extreme. Names TBD: City Venture, be-ready, In motion, urban animal, city-to-go
  • 76. © Starbrands / 2009 Proposal 3 New Brand Concepts Name: Beyond Tagline: No borders. No rules. Just me. Consumer Insight: I am a free man. I set the rules of my world. And later – I move them. Concept: The world for you is a white page, which can be filled in many different ways. A page without the borders and rules. You can paint on it, write on it or simply throw it. AVON Beyond gives you power, play your own game, beyond any rules, which others call life. Key Words: active, freedom, unique, different Emotional benefit: Feel the only master of your life Sub-variants name: beyond the play (street soccer), beyond the gravity (parkours) Hook/activation: street soccer tournaments, parkour show; viral spots online with young people who cross the borders; places for extreme sports, sponsored by AVON. Name TBD: born to play, Activation, Moove, rule free
  • 77. © Starbrands / 2013 Klauzula poufności Informacje zawarte w tym dokumencie są poufne i skierowane wyłącznie do jego adresata oraz stanowią tajemnicę agencji STARBRANDS. Ich rozpowszechnianie, kopiowanie, ujawnianie lub przekazywanie osobom trzecim w jakiejkolwiek formie w całości lub części jest zakazane, pod rygorem nieważności, bez uprzedniej pisemnej zgody agencji STARBRANDS. Ponadto wszelkie projekty, kreacja, idee i pomysły zawarte w niniejszym dokumencie stanowią przedmiot autorskich praw majątkowych agencji STARBRANDS, a ich komercyjne wykorzystanie lub opracowywanie w całości lub w części jest zakazane, pod rygorem nieważności, bez uprzedniej pisemnej zgody agencji STARBRANDS. Niniejszy dokument nie stanowi oferty w rozumieniu kodeksu cywilnego, a jedynie zaproszenie do zawarcia umowy (art. 71 k.c.).
  • 78. Dziękujemy www.starbrandsagency.com

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