The briefing asks for a communication The diagnosis is divided in two analysis to clarify some points about parts: a comparison table between brands the male deodorant category in Brazil: how and a graphic with its analysis. players are communicating and In the recommendations, the strategy used is positioning, main areas of communication, not only to propose the new brand relevant attributes, category positioning, but also its targets, its key dynamic... Furthermore, it asks concepts, its possible slogan and also itsfor recommendations to a new brand that is possible creative idea. planed to be launched on this market. This work is divided into three stages:research, diagnosis and recommendations. In the research stage, each brand is identifiedas a character or celebrity with a remarkable feature shared with this brand, in short, a “personification” of the available brands.
GILLETTE PROTECTION UNTIL THE NEXT BATH REASONS TO CELEBRATE (WITH ARMS UP)anderson ALWAYS DRY silva
*focus on the stains issue NO WHITE STAINS NO BLACK STAINS ON BLACK CLOTHES ON WHITE CLOTHES TECNOLOGY PROTECTION NIVEA silvester
SALES PROMOTION O BOTICÁRIOTHE BEST GIFTFRAGRANCESBEAUTY OF LIFEAFFECTIVE leonardoROMANTIC dicaprio
MORE EFFECTIVE THAN OTHERSDRY PROTECTION FOR BUSY DAYS SUPERHERO REXONA GROSS MEN supermanARE SENSITIVE MEN TOO
COMMUNICATION POSICIONING BRAND APPROACH KEY ATTRIBUTES FOCUS Confidence Universally recognized sports Agility CONFIDENCE AND Adidas is ADIDAS brand Protection PROTECTION all in. Attestant Seductiveness Deodorant brand, with the AXE most distinct approach Eroticism SEDUCTIVENESS The Axe effect. Applications all over the body Hydration Brand expert on hygiene and Soft skin DOVE skin care Intense routines protection PROTECTION + HYDRATION Real beauty. Ordinary men testimonials Protection Skin breath PROTECTION AND SKINGARNIER BI-O LOreal brand, beauty expert Ultradry BREATH Take care. Mineral Protection until the next bath Shaving products expert Tranquility LASTING AND DRY The best for the GILLETTE brand, typically male Reasons to celebrate PROTECTION man. Always dry Tecnology Brand expert on hygiene and PROTECTION WITHOUT NIVEA skin care No white and yellow stains STAINS What men want. Protection Life beauty Life is pretty, but itO BOTICÁRIO Beauty expert brand Fragrances BEAUTY AND AFFECTION can be beautiful. Affection demonstration Dry protection for busy days THE MOST LASTING REXONA Top of mind More effective than others PROTECTION Don’t leave you.
PROTECTION IS THE MAIN ATTRIBUTE HIGHLIGHTED IN COMMUNICATION. HOWEVER, MOST OF THE PLAYERS ADD SOME FEATURE TO THIS PROTECTION AS A WAY TO STAND UP. STILL, THE POSITIONS SEEM VERY SIMILAR AND SOMEWHAT REMARKABLE, DIFFICULT TO BE REMEMBERED AND DISTINGUISHED BY THE CONSUMER. AXE AND O BOTICÁRIO HAVE DIFFERENT APPROACHES OF MOST PLAYERS, WHICH ARE GEARED TOWARDS THE EMOTIONAL SIDE. THIS AXIS, HOWEVER, IS INTENSIVELY EXPLOITED ONLY BY AXE WHICH OBTAINS GOOD RESULTS RATIONAL WITH THIS. THIS IS THE AXIS TO BE WORKED WITH THE NEW PRODUCT, INTENSILY AND WITH A COMPLETELY NEW APPROACH THE NEW PRODUCT EMOTIONAL
THE NEW DEODORANT WILL BE DIRECTED TO THE HIGHER CLASSES OF SOCIETY. THE FOCUS WILL BE SENIOR EXECUTIVES WHOUSE DESIGNER PERFUMES EVERY DAY AND DON’T WANT ANY INFERENCE IN THEIR FRAGRANCES. THE WORD PROTECTION IS BANNED FROM ANY COMMUNICATION AND PRODUCT PROMOTION WILL BE BASED ON: 3S success support security
the strategy will be:BLUE OCEAN RED OCEAN CREATE SPACES OR UNTAPPED MARKETS BEAT THE NUMEROUSMAKE THE COMPETITION COMPETITORSIRRELEVANTCREATE AND ADQUIRE COMPETE IN NEW DEMANDS THE SPACE OF EXISTING MARKET FOUR ACTIONS MODEL *Eliminate considered essencial attributes GET EXISTENT *Reduce some standard attributs DEMAND*Increase some standard attributes *Create new attributes
what if LUSTER were a human?SENIOR EXECUTIVE STABILIZED LIFEPROFESSIONAL SOPHISTICATION SUCCESS LUXURY donald trump
back to four actions model: Category Average LUSTER 10 10 10 8 7 7 6 6=standard 5 =new attributes createdattributes reduced 3 2 2 1 1 0 0 0 0 0 0 =considered essencial attributes eliminated =standard attributes increased
POSICIONING LUSTER IS THE DEODORANT THAT PROVIDES AN EXTRA SECURITY FOR THOSE WHO ARE ALREADY ON THE TOP. IT’S THE SUPPOR THAT T SUCCESSFUL MEN NEED IN THEIR ROUTINES. ITSDISCREET, BECAUSE IT HAS NO FRAGRANCE, WHICH ALLOWS EACH MAN TO MAINTAINTHEIR SOPHISTICATION WITH THEIR PREFERED FRAGRANCES.
KEY POSSIBLE CONCEPT SLOGANSupport, safety and discretion LUSTER does he.for who already is on the top. You are on the top. So BEHIND EVERY GREAT MAN, THERE IS A GREAT POSSIBLE PERFUM. BEHIND EVERY CREATIVE IDEA GREAT PERFUM, THERE IS A FRAGRANCE-FREE DEODORANT.