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IGD Health & Beauty
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Our Story
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Driving Market Performance...
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Bulldog Around The World
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Challenger Brands Start Wi...
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Meet The Bulldog
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Award Winning Products
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Delivered With Lots Of Per...
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Building Our Marketing Mix
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We Have Been Learning As W...
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Working Across Multiple To...
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Reaching Out In Many Ways
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Thank you
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IGD Health & Beauty
March ...
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'Meet the Bulldog' TARGETjobs Breakfast News May 2014

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'Meet the Bulldog' TARGETjobs Breakfast News May 2014

  1. 1. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL IGD Health & Beauty March 2014 Simon Duffy, co-founder, Bulldog Meet the Bulldog – Building a challenger brand in a competitive market
  2. 2. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Our Story Bulldog was created for men who wanted straightforward skincare products packed with natural ingredients 2
  3. 3. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL We Have Built A Solid Platform Over the last seven years we have carefully built the platform required to manage and grow a leading skincare business Built manufacturing relationships in the UK Formulated and refined product offering Launched exclusively with Sainsbury’s to better understand the market Expanded distribution throughout the UK market Launched international trial markets in Scandinavia and the US Rolled out the brand in thirteen countries At every stage we have worked with the best partners to deliver industry-leading levels of performance 3
  4. 4. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Skincare By Men For Men 4
  5. 5. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Driving Market Performance 76.7% 5.7% 4.0% 2.0% -44.5% -60.0% -40.0% -20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Bulldog’s growth is accelerating and we are driving market performance 5 Market Men’s Skincare Value Growth last 52 Weeks Source: Nielsen sales data 52 WE 01.03.14. Includes Facial Cleansers, Facial Care, Post Shave. Only includes brands in the market for 104 weeks
  6. 6. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Great Presentation in Store Boots Over the last seven years we have been working hard to improve our distribution footprint in the UK Waitrose 6
  7. 7. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Bulldog Around The World Olive Young – South Korea Sephora – Sweden 7 Strong position in Scandinavia and recent launch in South Korea
  8. 8. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Bulldog Around The World El Corte Inglés – Spain Woolworths – Australia 8 Exciting launch in Spain and top dog in Australia
  9. 9. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Challenger Brands Start With An Idea
  10. 10. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL What’s Wrong With Men’s Skincare? Slow to the environmental debate Traditional leaders have been female brands It’s no surprise that men don’t feel engaged 10 Products blend into a sea of sameness The language used is confusing and alienating
  11. 11. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Brands Swim In A Sea Of Sameness 5
  12. 12. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Traditionally Female Brands From This… Billions have been spent saying something quite specific to women …To This 12
  13. 13. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Confusing Language It’s not helpful, it’s not educational and it’s certainly not informative 7
  14. 14. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Slow To The Environmental Debate Key industry players have been extremely sluggish in responding to the concerns and expectations we all have about the products we use 8
  15. 15. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Meet The Bulldog There were hundreds of male grooming products out there, but for us they just weren’t cutting the mustard 9
  16. 16. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Award Winning Products Our Products win awards across the world for their innovation and quality 16
  17. 17. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Packed With Natural Ingredients We are proud to have been rated at the top of the industry for our ethical stance and see more potential to tell this story to consumers going forward 17 Source: The Good Shopping Guide by The Ethical Company Organisation
  18. 18. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Delivered With Lots Of Personality
  19. 19. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Building Our Marketing Mix
  20. 20. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL We Are Talking To A Similar Audience University students and recent graduates are Bulldog’s consumer bullseye
  21. 21. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL We Have Been Learning As We Go We have consistently improved our packaging and presentation Gen 1 – July 2007 Gen 2 – July 2008 Gen 3 – January 2011 21
  22. 22. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Working Across Multiple Touchpoints People increasingly access brands in a multitude of ways 22
  23. 23. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Driven By Best In Class PR GQ Bulldog is an idea that is relevant to many magazines NUTS 23
  24. 24. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Reaching Out In Many Ways Evening Standard, December 2011 We are constantly looking for new ideas and opportunities for pushing our brand values and message Lobbying the EU Parliament, June 2011 24
  25. 25. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Developing An International Dimension Cosmopolitan - Sweden Our story travels well internationally and our relationships with foreign journalists are highly valued M Magazin - Sweden 25
  26. 26. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL What Role Should Social Media Play? Brands need to think carefully about the role of emerging channels in their marketing mix
  27. 27. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Focusing Specifically On Bloggers Bloggers are an important part of our overall conversation 27
  28. 28. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Pioneering Content Driven Approach Youtube Our “SoapBox” campaign concept won a major industry award and reached more than 20 million people Award Winning Content 28
  29. 29. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Role Of Sponsorship London Wasps, Euro Champions 2007 & League Champions 2008 Sponsorship is an obvious way to reach men but our view on the role it should play in our mix has changed towards grassroots activity Gllbert Pups, Rugby 7s team, 2011 29
  30. 30. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Project Clapham FC 10 promotions from the Premiership, and developing great continuity between Loughborough students and alumni influencers already in the workforce
  31. 31. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Conventional Channels Play A Role Outdoor Hero Sites We have focused on commuter hubs and outdoor hero sites to deliver targeted geographic reach and frequency National Rail 4 Sheets 31
  32. 32. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Delivered With Lots Of Personality 13
  33. 33. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL Thank you
  34. 34. STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL STRICTLY PRIVATE & CONFIDENTIAL IGD Health & Beauty March 2014 Thursday 26 June 2014 Next event
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