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

STARBRANDS—Marki Dezodorantów Dla Mężczyzn

© Starbrands / 2013

Brands Of Male Deodorants

STARBRANDS—Czy jest miejsce na nową markę?


Is there a place for a new brand?

Deodorants

MARKET SIZE


Żródło: Euromonitor, 2008

$6.7 billion

$5,1 billion(76%)

$1,6 billion(24%)

Spray Deodorants

MARKET SIZE



$3.84billion

$3,19 billion(84%)

$0,65 billion(16%)

Male Deodorants

MARKET SIZE



$2.13billion

$1,56 billion(83%)

$0,57 billion(17%)

(32% of total deos)

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

Spray Deodorants vs Roll-ons

FUTURE OF MARKET


Żródło: 2007 value shares, Euromonitor

2004 2012

21% 27%

57% 57%TOTAL: 78% TOTAL: 84%

+6ppt

0ppt

Growth at the cost of

deo creams, sticks

and wipes.

Roll-ons

Sprays

FUTURE OF MARKET


Spray Deodorants

___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.


MARKET POTENTIAL


Deodorants market by country

___Key market in Europe for deodorants is UK.

___ Contribution of sprays is also the highest in UK.

Żródło: Euromonitor

814,1

1564

282,3

513

116,2

0

200

400

600

800

1000

1200

1400

1600

1800

France UK Poland Russia Turkey

Sales value of total deodorants category in mn. USD (2007) Sub-segments contribution to total deodorants

58%

78%

59%

23%

63%

27%

15%

17%

45%

32%

15%7%

24%32%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

France U

KPola

ndRuss

iaTurk

ey

Aerosol sprays Roll-ons Other

MARKET POTENTIAL


Usage habits by country

___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

97%

79%

90%

62%

88%

58%

74%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

UK Russia Poland Turkey

Ever Daily

71%

40% 43%

30%28%

20% 21%17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

UK Russia Poland Turkey

Ever Daily

% of women who use perfumed body

sprays

% of women who use deodorants

MARKET POTENTIAL


Usage habits by country

___ 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.

Żródło: Mintel / On-line study for Poland

89% 85%75%

83%

100%

77% 75%

55%

71%

85%

0%10%20%30%40%50%60%70%80%90%

100%

UK

Ger

man

y

France

Spain

Poland*** 2

008 (on-l

ine)

Ever Daily

77%

65% 63% 65%

80%

28%

42%

26%

51%44%

9%16%

26%22%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

UK

Germ

any

France

Spain

Polan

d***

Spray Roll-on Stick

% of men using deodorants % of men using different types of deodorants

*** 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

MARKET FRAGMENTATION


Body Sprays Market

Żródło: Euromonitor (based upon 2007 value shares)

14,6%*

…and more

KEY MARKET PLAYERS


Market Players by Region


9,9%

1,1%

2,4%

EMEA

2,3% 0,6%

12,4% 0,9%

0,62%

2,3%

WEMEA

1,4% 0,03%

13,4% 0,03%

2,82%

2,84%

CEE

4,95% 2,6%

0,7%

0,09%1,77%1,39%

0,29%1,87% 1,07%0,0%0,0%2,43%

12,9% 13,4%13,0%

11

22

33

44

55

11 11

33

44

55

22

22

33

44

55

KEY MARKET PLAYERS


Market Players in CEE


14,9%

23,6%

POLAND

6,6%

8,8%

11,2%

23,1%

CZECH REP.

2,5%

5,9%

11,8%

8,4%

ROMANIA

11,6%

11

22

33

44

44

11

11

33

55

22

33

44

22

9,5%

7,4%

55

17,6%

55

17,2%

6,0%

3,5%

KEY MARKET PLAYERS


Sales & Shares

Żródło: Euromonitor

EMEAVal. share change

06 vs 05 07 vs 06

Sales val. change

06 vs 05 07 vs 06

WEMEAVal. share change

06 vs 05 07 vs 06

Sales val. change

06 vs 05 07 vs 06

CEEVal. share change

06 vs 05 07 vs 06

Sales val. change

06 vs 05 07 vs 06

+0.1ppt +0.3ppt +5% +8%

+6% +10

%+0.4ppt+0.2ppt

+4% +8%+0.05ppt+0.ppt

+0ppt +0.0ppt +4% +4%

+8% +10

%

+0.04ppt+0.04ppt

-0.01ppt+0.0ppt +3% +4%

-1% +4%-0.03ppt -0.01ppt

+0.04ppt+0.02ppt +5% +8%

+6% +11%-0.1ppt +0.41ppt

+7% +13%+0.0ppt +0.25ppt

+6% +11%+0.0ppt +0.04ppt

+4% +8%-0.05ppt +0.01ppt

+8% +21%+0.02ppt +0.2ppt

-

25%

-52%-0.08ppt -0.11ppt

+33% +0%+0.01ppt +0.0ppt

+0.15ppt +0.27ppt +4% +7%

+0.31ppt +0.52ppt +6% +9%

+0.05ppt +0.06ppt +5% +8%

+0.03ppt +0.03ppt +5% +6%

-0.02ppt -0.03ppt +2% +3%

-0.05ppt +0.0ppt -1% +4%

+0.03ppt +0.02ppt +10% +8%

-0.01ppt -0.03ppt -

10%

+-

46%

-0.1ppt+0.2ppt +5% +0% +10

%

+7%+0.09ppt +0.0ppt+0.01ppt -0.17ppt +4% -2%

-0.04ppt +0.01ppt -

11%

+10

%

-0.2ppt +0.01ppt -

10%

+8%-0.01ppt +0.01ppt -

18%

+17%

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

STARBRANDS—Jaką strukturę ma rynek dezodorantów męskich?


How is male fragrance market organized?

Male Deodorants

MARKET


PERFUMES

FRAGRANCE COSMETICS FOR MEN

EDT DEODORANTS

Roll-onStickSpray

Used mainly for

fragranceUsed as anti-perspirant

Male Deodorants

MARKET OFFER


PRODUCT FORMAT

WID

TH

OF

OFF

ER

Fragranced deodorant & anti-

perspirant

Anti-perspirant Anti-perspirant & refreshing deodorant

Low

8-10

SKU

8-18

SKU

Perfumed deodorant

6 SKU

1-2

SKU

6-10

SKU

3-4

SKU

6-8

SKU

6 SKU

4 SKU

11

SKU

3-4

SKU

1-3

SKU

Mid

Wide

Żródło: Own assessment

Male Deodorants

MARKET OFFER IN WEMEA


Żródło: 2007 Euromonitor, Internet

Premium

( > $7)

Mass

($4 - $7)

Value

( < $4)

Male Deodorants

MARKET OFFER IN

CEE


Żródło: 2007 Euromonitor, Internet

Premium

( > $6)

Mass

($3 - $6)

Value

( < $3)

Male Body Sprays

MARKET OFFER BY

PACKAGING


___ Avon PRO packaging seems to be the least energetic, dynamic, modern and eye-catching than competitive ones.

STARBRANDS—Kto kupuje i używa dezodorantów męskich?


Who buys and uses male deodorants?

Male Body Sprays

USAGE HABITS IN

POLAND


___ 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.

80%

93%

82%

71%

76%78%

44% 45%

39%

50% 49%

23%

36%

23%

33%

41%

46%

37%

Total 14-19 20-24 25-34 35-44 45-50

spray roll-on stick

61%

79%

65%

52% 48%

69%

14%

11%

13%

19%18%

6%

21%

10%19%

28% 30%24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 14-19 20-24 25-34 35-44 45-50

spray roll-on other

% of men using (most often) different types of deodorants by

age groups% of men using (regularly) different types of deodorants by

age groups

Źródło: Poland, on-line study 2009

Male Body Sprays

USAGE HABITS IN

POLAND


___ 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.

33%37%

28%34% 33% 32%

52% 47%

54%51% 56%

53%

15% 16% 18% 15%11%

15%

total 14 -19 20 -24 25 - 34 35 - 44 45-50

42%

56%61%

51%45%

31%

45%

36%33%

43%46%

49%

13%8% 6% 7% 10%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

total 15 -19 20 -24 25 - 34 35 - 44 45+

less often

once a day

more than oncea day

Source: POLAND On-line studySource: Mintel, base = category users

UK POLAND

Fragranced Deodorants vs Anti-perspirants

USAGE HABITS IN

POLAND


___ 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.

42%35%

43%47%

38% 41%

23%27%

23%21%

23% 18%

9%5%

11%12%

9%6%

8%

7%

7%8%

11%

4%

7%

4%

7%5%

6%26%

12%

21%

10%7%

13%5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 14-19 20-24 25-34 35-44 45-50

I don`t know

neutral, fresh fragranceNO AP

fragrance free with AP

intensive fragrance NOAP

intensive fragrancewith AP

neutral, fresh fragrancewith AP

% of men using (most often) different variants of deodorants by age groups

Źródło: Poland, on-line study 2009, base = category users

Are Deodorants Substitution for EDT/EDP/Perfumes?

USAGE HABITS IN

POLAND


___ 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

44%

34%

34%

Total

47%38%46%42%45%

I don't like deodorant with intensive fragrance, that

is why I use neutral fragrance deodorant with anti-

perspirant benefits

43%39%35%34%25%

I usually use deodorant with perfumes, that`s why

prefer neutral fragrance deodorant

27%34%31%36%37%

I like deodorants with intensive fragrance, because I

often use it as perfumes

45-5435-4425-3420-2414-19

% top 2 boxes

Deodorants / Body Spray

REASONS FOR BUYING


___ 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

0%

10%

20%

30%

40%

50%

60%

70%

80%

15- 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + All

Nicest smelling Most effective Longest lasting protection Most skin friendly

Deodorants / Body Spray

WHO BUYS


___ 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

70%64%

78%73%

67%62%

15%

12%

11%15%

18%

14%23%

10% 12% 14% 12%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

total 14 -19 20 -24 25 - 34 35 - 44 45+

By myself With other person Other person

39%

52%61%

42%34% 35%

29%

18%

29%

35%

35%40%

37% 32%

13%

32%38%

28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

total 15 -19 20 -24 25 - 34 35 - 44 45+

I buy myself I buy for HH Someone else buy

Attitudes to buying toiletries among UK men Attitudes to buying deodorants among Polish men

Male Deodorants

CHOICE PATTERN


___ 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

10%4%23%15%25%17%

I choose brand by myself and let other person

know what exactly I want

38%33%36%37%18%31%

Person, who buys for/with me deodorant, knows

which brands I like and choose from them

something for me

14%

12%

Total

0%10%8%9%32%

I tell other person that I need a deodorant and

she/he chooses brand for me

52%44%31%32%12%

I choose brand with a person, who buys for/with

me

45-5435-4425-3420-2414-19

MEN who declared that someone else purchase for them

Male Deodorants

WHO BUYS FOR THEM


___ 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

50%

10%

39%

82%

2% 4% 5%0%

39%

65%

57%

16%10%

20%16%

8%

17%

11%13% 12%

27%

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Total 14-19 20-24 25+

wife/partner male friend mother female friend father other person

MEN who declared that someone else purchase for them

Male Deodorants

DECISION MAKING


___ 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 loyalconsumers)


35%

17%

38%

38%

Total

39%43%36%37%26%

I would never allow my mother to buy deodorant for

me

22%17%16%16%17%

I would never allow my wife/girlfriend to buy

deodorant for me

31%41%39%31%45%

Deodorant for me is like average personal hygiene

product thus it is not so important who is choosing

and buying this for me

49%47%38%32%34%

I have a very specific taste for deodorants thus I don`t

like when someone is choosing them for me, giving as

a gift

45-5435-4425-3420-2414-19

% top 2 boxes

Most Often Used Brands of Male Deodorants

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 .


59%

38%31%

24%20% 20%

13% 12% 12% 10% 10% 8% 5% 5% 4%

26%

14%6% 8% 6% 8%

3% 2% 2% 4% 1% 2% 1% 1% 1%0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Adida

s

Niv

eaG

illette

STR8

AxeR

exon

a M

en Fa

Avon

Hug

o Bos

sO

ld S

pice

Bond

Puma

Rou

te 6

6

Bi-es

Cal

vin

Klein

Used past 6 months Used most often

Most Often Used Brands of Male Deodorants

MOF BRAND USAGE


___ 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%).


59%

77%

58%53%

50% 51%

38%

27%

36%

46%

39%44%

31%26%

31%34%

26%24% 23%28%

22% 23% 23%20%

31%

25%

19%

7% 8%

20% 21%26%

20%

14%

8%12%

9% 10%15% 15%

8%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

total 14-19 20-24 25-34 35-44 45+

Adidas Nivea Gillette STR8 Axe Rexona Men Avon

AXE

Male Deodorants

USERS PROFILE


___ 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

0%

5%

10%

15%

20%

25%

30%

35%

40%

Category 10% 11% 16% 16% 15% 15% 18%

Avon 6% 2% 9% 10% 10% 28% 35%

Lynx 20% 18% 16% 10% 10% 13% 12%

15-19 20-24 25-34 35-44 45-54 55-64 65+

After Shave Lotions (data from Pro project),

Avon, Lynx users by age groups

22%

33%38%

13%

23%

26%

34%

6%

30%

26%

23%

56%

16%

11%

2%

25%

9%4% 2% 0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Adidas Axe Avon

14 - 19 20- 24 25 - 34 35 - 44 45 - 50

Source: On-line survey for Poland

AGE profiles of deodorants users

Source: TGI (Pro analysis)

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

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

STARBRANDS—Pozycjonowanie i komunikacja marek konkurencji.


Positioning & communications of competitive brands.

AXE / LYNX

COMPETITIVE BRANDS

COMMUNICATIONS


AXE / LYNX

COMPETITIVE BRANDS

PERSONALITY ANALYSIS


BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN

THE HEROTHE GOOD GUY

THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER

THE ARTIST THE ADVENTURER

AXE FEVER

AXE SHOCK

AXE ANTI-HANGOVER

AXE PULSE

AXE PHOENIX

AXE ATLANTIS

AXE TOUCH

AXE SHARP FOCUS

AXE ALASKA

AXE MIX 3

AXE VICE

AXE AFRICA

AXE DARK TEMPTATION

AXE BOOST

AXE INSTINCT

AXE MUSK

AXE MARINE

AXE UNLIMITED

AXE CLICK

AXE / LYNX

COMPETITIVE BRANDS



MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


AXE FEVER

AXE SHOCK

AXE ANTI-HANGOVER

AXE PULSE

AXE PHOENIX

AXE ATLANTIS

AXE TOUCH

AXE SHARP FOCUS

AXE ALASKA

AXE MIX 3

AXE VICE

AXE AFRICA

AXE DARK TEMPTATION

AXE BOOST

AXE INSTINCT

AXE MUSK

AXE MARINE

AXE UNLIMITED

AXE CLICK

Sensuality & Seduction

Adventurous Heroes

BODY

AXE / LYNX

COMPETITIVE BRANDS

POSITIONING


•Irresistible combination of the anti-perspirant and distinct, seductive fragrance•Brand's communication

RTB

• Improving every men sexual attractiveness in women's eyesReason for being

• Axe Effect / Get dirty, get AxeBrand Tag Line

• Brand's positioning• Brand's communication• Packaging with twist and press cap

Points of Difference

• 24h anti-perspirant• Refreshing scent

Points of Parity

• 9,9% (+0,4ppt)EMEA Market Value Share

• Active, single men aged 18 – 24 (university students), interested in sports, music, parting and seeking wide approval from women

Target Group

• Irresistibly seductive (brand)Brand positioning

AXE / LYNX

COMPETITIVE BRANDS

PERCEPTION


-6,2

-10,4

10,8

0,1

10,4

-0,5

-5

-1,1

9,9

-13

20,7

-9,3

-2,9

-5,9

4,8

-1,8

-8

3,2

0,1

0,2

5,6

3

2,5

6,6

0,3

12,5

-8

13,1

-1,8

4,8

-5,9

-2,9

-14,7

-9,3

Proud to Use

High Quality

Good Value for the Money

Understands What You Want

Excellent Beauty Range

Advanced/Innovative

International Brand

Good Advertising

Very Fashionable Image

Suitable Products for Your Skin

Modern/Contemporary

Beauty Authority

Excellent Customer Service

Too Expensive

Convenient to Buy

Too Cheap to Be Good

Good Offers & Discounts

Avon

Avon

UK POLAND

0

10

20

30

40Funky

Fun

Love

Refreshin

Stylish

Young

Trendy

Inspiring

Different

Colourful

Average Lynx

Żródło: Mintel / Lynx image in UK

ADIDAS

COMPETITIVE BRANDS

COMMUNICATIONS


ADIDAS

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


ACTION 3 LINE

EDT EXTENSION LINE

ADIDAS

COMPETITIVE BRANDS



GENTLE

BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

THE CHARMER


ACTION 3 LINE

EDT EXTENSION LINE

POWER THROUGH

HEROES & ADVENTURES

ADIDAS

COMPETITIVE BRANDS

POSITIONING


• With an Active Absorbent Complex that is 10x more absorbent than a sweat band• Developed with athletes

RTB

• Improving every athlete's performance through innovationReason for being

• Impossible is nothingBrand Tag Line

• Endorsed by brand heroes - famous sportsmen e.g. Zinadine Zidane, Kaka• No white marks benefit• Includes technology that absorbs sweat and odor


• 24h anti-perspirant• Refreshing, energizing scent

Points of Parity

• 2,4% (-0,1ppt)EMEA Market Value Share

• Very active men aged 16 – 34, interested and doing sportsTarget Group

• First absorbent anti-perspirant body spray that provides the highest perspirant body protection and comfort for very active people incl. sportsmen

Brand positioning

PUMA

COMPETITIVE BRANDS

COMMUNICATIONS


PUMA

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


POWER THROUGH

HEROES & ADVENTURESENERGY FOR

SELF-EXPRESSION

PUMA

COMPETITIVE BRANDS

POSITIONING


• Co-branding with fashion brands, designers and artists• Old-school sport legitimacy

RTB

• Mixing influences of sport, fashion and lifestyle.Reason for being

• Fits your active lifestyleBrand Tag Line

• 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.


• Refreshing, distinct smellPoints of Parity

• NAEMEA Market Value Share

• Active men aged 16-34 who live an active lifestyle and are interested in sports, fashion and music

Target Group

• Boost of Wild Energy •Energizing body spray that fits your active, sporty lifestyle providing all day refreshment.

Brand positioning

GILLETTE

COMPETITIVE BRANDS

COMMUNICATIONS


GILLETTE

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


SENSITIVE DRY

ARCTIC ICE

POWER RUSH

COOL WAVE

STORM FORCE

GILLETTE

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


SENSITIVE DRY

ARCTIC ICE

POWER RUSH

COOL WAVE

STORM FORCE

SOPHISTICATED

MASCULINITY

ICE-COLD

ADVENTURER

GILLETTE

COMPETITIVE BRANDS

POSITIONING


• Contains Dry Shield and All Day Scent TechnologyRTB

• The best, high-performance, innovation-led men's careReason for being

• The best a man can get / Be your best all day / Part of the ritualBrand Tag Line

• Endorsed by famous sportsmen e.g. Tiger Woods, Roger Federer and Thierry Henry• Triple protection system


• 24h perspirant protection• Refreshing scent

Points of Parity


• Men aged 18-34 who live an active lifestyle and want high-performance staff for best results

Target Group

• The best antiperspirant deodorant a man can getBrand positioning

NIVEA

COMPETITIVE BRANDS

COMMUNICATIONS


NIVEA

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


COOL KICK

FRESH ACTIVE

DRY IMPACT

SPORT

SENSITIVE PROTECT

SILVER PROTECT

NIVEA

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


COOL KICK

FRESH ACTIVE

DRY IMPACT

SPORT

SENSITIVE PROTECT

SILVER PROTECT

EVERYDAY HERO

SOPHISTICATED

MASCULINITY

NIVEA

COMPETITIVE BRANDS

POSITIONING


• Incl. anti-bacterial silver molecules

• Without alcohol, colorants or preservatives

RTB

• First, mass market, high quality care for men's skinReason for being

• It keeps up with you / Be Up For AnythingBrand Tag Line

• Mild and gentle formulaPoints of Difference

• 24h perspirant protection

• Refreshing fragrance

Points of Parity


• Active men aged 18-35 who want all day perspirant protection and care for their skin

Target Group

• Gentle and carrying anti-perspirant and anti-bacterial body spray for men

Brand positioning

REXONA / SURE

COMPETITIVE BRANDS

COMMUNICATIONS


REXONA / SURE

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


SENSITIVE

V8

SPORT BLAST/INSTINCT/ULTIMATE

ACTIVE

ORIGINAL

INVISIBLE ICE

POWER

QUANTUM

EXTREME PROTECTION

COBALT

REXONA / SURE

COMPETITIVE BRANDS



BODY

MIND

TOUGH

THE PARTNER

THE ROMANTIC

THE BAD BOY

THE ALPHA MALE

THE BOND MAN


THE GENTLEMAN

THE ADONIS

THE LOVER

GENTLE

THE CHARMER


SENSITIVE

V8

SPORT BLAST/INSTINCT/ULTIMATE

ACTIVE

ORIGINAL

INVISIBLE ICE

POWER

QUANTUM

EXTREME PROTECTION

COBALT

POWERFUL

MASCULINITY

REXONA / SURE

COMPETITIVE BRANDS

POSITIONING


• Created by superior technology

• „Proven to work at 58ºC, the hottest temperature recorded on earth”claim

RTB

• Extreme, future-technology based men's protection to face the day of tomorrow.

Reason for being

• Sure for Men. It won't let you down.Brand Tag Line

• Future-ready protection

• Responds to increases in adrenaline, releasing extra protection


• Perspirant protection

• Refreshing fragrance

Points of Parity

• NAEMEA Market Value Share

• Busy, active men aged 25-30 interested in sport who want fool-proof, all day perspirant protection

Target Group

• Especially for men – the most future-ready anti-perspirant protection over the top protection for whatever they do.

Brand positioning

Brands` Perspective

COMPETITIVE BRANDS

POSITIONING


BRAND VALUE PROPOSITION

AU

DIE

NC

E G

RO

UP

AG

E S

PLI

T

EMOTIONALFUNCTIONAL

10-15

15-20

20-25

25-30

30-35

35-40

40-45

45+

Consumers` Perspective

COMPETITIVE BRANDS

POSITIONING



AU

DIE

NC

E G

RO

UP

AG

E S

PLI

T

EMOTIONALFUNCTIONAL

10-15

15-20

20-25

25-30

30-35

35-40

40-45

45+

COMPETITIVE BRANDS

POSITIONING


TARGET AUDIENCE AGE GROUP

TA

RG

ET

ED

AU

DIE

NC

E G

RO

UP

LIF

ES

TY

LE/I

NT

ER

ES

TS

EN

ER

GY

10-15 15-20 20-25 25-30 30-35 35-40 40-45 45+

RE

LAX

COMPETITIVE BRANDS

POSITIONING



TA

RG

ET

ED

AU

DIE

NC

E G

RO

UP

LIF

ES

TY

LE

EMOTIONALFUNCTIONAL

EN

ER

GY

COMPETITIVE BRANDS

POSITIONING


SHARE OF WORD

SH

AR

E O

F V

OIC

E

Low

Low

High

High

visible brands

invisible brands remarkable brands

magnetic brands

BRAND DIFFERENTIATION

Low High

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)

STARBRANDS—Jak możemy wykorzystać istniejącą lukę rynkową?


How can we exploit existing gaps on the market?

TARGETING YOUNG

CONSUMERS


PRODUCT SERVICE

STYLE EXPERIENCE

Most Popular

Best Reliability

Most Convenient

Most Exclusive

Most Trusted

Least Expensive

Best Quality

Best Performance

Best Features

Most Choices

Best styling

Most prestigious

Most Imaginative

Most Personalized

Most SophisticatedMost Exciting

Most Entertaining

Best Usability

Best Value

Most Comfortable

Most Exclusive

Benefits

TARGETING YOUNG

CONSUMERS


Music

Sport

Fashion Partying

Socializing/tech

Sexuality

Adrenaline/active lifestyle

Gaming

Male Teens 14-24

Interests / Lifestyle

Purchase

COMPETITIVE BRANDS


Mothers’

approved?

STARBRANDS—Koncepty Nowych Marek / Produktów


New Brand / Product Concepts

New Brand Concepts


Proposal 1

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+

New Brand Concepts


Proposal 2

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

New Brand Concepts


Proposal 3

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 on-

line with young people who cross the

borders; places for extreme sports,

sponsored by AVON.

Name TBD: born to play, Activation, Moove,

rule free

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 pisemnejzgody 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.).


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