Post on 19-May-2015
description
STARBRANDS—Marki Dezodorantów Dla Mężczyzn
© Starbrands / 2013
Brands Of Male Deodorants
STARBRANDS—Czy jest miejsce na nową markę?
© Starbrands / 2013
Is there a place for a new brand?
Deodorants
MARKET SIZE
© Starbrands / 2009
Żródło: Euromonitor, 2008
$6.7 billion
$5,1 billion(76%)
$1,6 billion(24%)
Spray Deodorants
MARKET SIZE
© Starbrands / 2009
Żródło: Euromonitor, 2008
$3.84billion
$3,19 billion(84%)
$0,65 billion(16%)
Male Deodorants
MARKET SIZE
© Starbrands / 2009
Żródło: Euromonitor, 2008
$2.13billion
$1,56 billion(83%)
$0,57 billion(17%)
(32% of total deos)
Spray Deodorants
FUTURE OF MARKET
© Starbrands / 2009
___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
© Starbrands / 2009
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
© Starbrands / 2009
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.
Żródło: Euromonitor, 2008
MARKET POTENTIAL
© Starbrands / 2009
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
© Starbrands / 2009
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
© Starbrands / 2009
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
© Starbrands / 2009
Body Sprays Market
Żródło: Euromonitor (based upon 2007 value shares)
14,6%*
…and more
KEY MARKET PLAYERS
© Starbrands / 2009
Market Players by Region
Żródło: Euromonitor (based upon 2007 value shares)
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
© Starbrands / 2009
Market Players in CEE
Żródło: Euromonitor (based upon 2007 value shares)
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
© Starbrands / 2009
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
© Starbrands / 2009
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?
© Starbrands / 2013
How is male fragrance market organized?
Male Deodorants
MARKET
© Starbrands / 2009
PERFUMES
FRAGRANCE COSMETICS FOR MEN
EDT DEODORANTS
Roll-onStickSpray
Used mainly for
fragranceUsed as anti-perspirant
Male Deodorants
MARKET OFFER
© Starbrands / 2009
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
© Starbrands / 2009
Żródło: 2007 Euromonitor, Internet
Premium
( > $7)
Mass
($4 - $7)
Value
( < $4)
Male Deodorants
MARKET OFFER IN
CEE
© Starbrands / 2009
Żródło: 2007 Euromonitor, Internet
Premium
( > $6)
Mass
($3 - $6)
Value
( < $3)
Male Body Sprays
MARKET OFFER BY
PACKAGING
© Starbrands / 2009
___ Avon PRO packaging seems to be the least energetic, dynamic, modern and eye-catching than competitive ones.
STARBRANDS—Kto kupuje i używa dezodorantów męskich?
© Starbrands / 2013
Who buys and uses male deodorants?
Male Body Sprays
USAGE HABITS IN
POLAND
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___ 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)
Źródło: On-line survey for Poland
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
© Starbrands / 2009
___ 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
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
© Starbrands / 2009
___ 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
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
© Starbrands / 2009
___ 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
© Starbrands / 2009
___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
© Starbrands / 2009
___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.
© Starbrands / 2013
Positioning & communications of competitive brands.
AXE / LYNX
COMPETITIVE BRANDS
COMMUNICATIONS
© Starbrands / 2009
AXE / LYNX
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
PERSONALITY ANALYSIS
© Starbrands / 2009
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
Sensuality & Seduction
Adventurous Heroes
BODY
AXE / LYNX
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
•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
© Starbrands / 2009
-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
© Starbrands / 2009
ADIDAS
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
ACTION 3 LINE
EDT EXTENSION LINE
ADIDAS
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
GENTLE
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
THE CHARMER
THE ARTIST THE ADVENTURER
ACTION 3 LINE
EDT EXTENSION LINE
POWER THROUGH
HEROES & ADVENTURES
ADIDAS
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
• 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
Points of Difference
• 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
© Starbrands / 2009
PUMA
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
POWER THROUGH
HEROES & ADVENTURESENERGY FOR
SELF-EXPRESSION
PUMA
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
• 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.
Points of Difference
• 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
© Starbrands / 2009
GILLETTE
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
SENSITIVE DRY
ARCTIC ICE
POWER RUSH
COOL WAVE
STORM FORCE
GILLETTE
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
SENSITIVE DRY
ARCTIC ICE
POWER RUSH
COOL WAVE
STORM FORCE
SOPHISTICATED
MASCULINITY
ICE-COLD
ADVENTURER
GILLETTE
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
• 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
Points of Difference
• 24h perspirant protection• Refreshing scent
Points of Parity
• 2,3% (+0,05ppt)EMEA Market Value Share
• 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
© Starbrands / 2009
NIVEA
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
COOL KICK
FRESH ACTIVE
DRY IMPACT
SPORT
SENSITIVE PROTECT
SILVER PROTECT
NIVEA
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
COOL KICK
FRESH ACTIVE
DRY IMPACT
SPORT
SENSITIVE PROTECT
SILVER PROTECT
EVERYDAY HERO
SOPHISTICATED
MASCULINITY
NIVEA
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
• 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
• 1,1% (+0,04ppt)EMEA Market Value Share
• 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
© Starbrands / 2009
REXONA / SURE
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
SENSITIVE
V8
SPORT BLAST/INSTINCT/ULTIMATE
ACTIVE
ORIGINAL
INVISIBLE ICE
POWER
QUANTUM
EXTREME PROTECTION
COBALT
REXONA / SURE
COMPETITIVE BRANDS
PERSONALITY ANALYSIS
© Starbrands / 2009
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
SENSITIVE
V8
SPORT BLAST/INSTINCT/ULTIMATE
ACTIVE
ORIGINAL
INVISIBLE ICE
POWER
QUANTUM
EXTREME PROTECTION
COBALT
POWERFUL
MASCULINITY
REXONA / SURE
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
• 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
Points of Difference
• 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
© Starbrands / 2009
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
© Starbrands / 2009
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+
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
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
© Starbrands / 2009
BRAND VALUE PROPOSITION
TA
RG
ET
ED
AU
DIE
NC
E G
RO
UP
LIF
ES
TY
LE
EMOTIONALFUNCTIONAL
EN
ER
GY
COMPETITIVE BRANDS
POSITIONING
© Starbrands / 2009
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
© Starbrands / 2009
___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?
© Starbrands / 2013
How can we exploit existing gaps on the market?
TARGETING YOUNG
CONSUMERS
© Starbrands / 2009
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
© Starbrands / 2009
Music
Sport
Fashion Partying
Socializing/tech
Sexuality
Adrenaline/active lifestyle
Gaming
Male Teens 14-24
Interests / Lifestyle
Purchase
COMPETITIVE BRANDS
© Starbrands / 2009
Mothers’
approved?
STARBRANDS—Koncepty Nowych Marek / Produktów
© Starbrands / 2013
New Brand / Product Concepts
New Brand Concepts
© Starbrands / 2009
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
© Starbrands / 2009
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
© Starbrands / 2009
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.).
© Starbrands / 2013
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www.starbrandsagency.com