final paper - axe extreme (1).doc
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KRATOS BRANDR
Competitor Analysis for Axe Extreme
Members:
Alfelor, Jangaile Danae
Baluarte, Aldin
Lumba, Joanne Pauline
Lungay, Geraldine
Sili, Loren
Timtim, Ronn Jillian
February 5, 2013
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Competitor Analysis Template
About the Company
Company or Brand Mission/Vision
VISION
Dove believes that beauty - feeling andlooking your personal best - is the result
of proper care.
Dove always aims to deliver products
which tangibly improve the condition of
skin or hair and give a pleasurable
experience of care, because when you
look and feel beautiful, it makes you feel
happier.
VISION
At the heart of the Belo MedicalGroup's immeasurable success is Dr.
Belo's vision: "I want to make thePhilippines the most beautiful countryin the world, one person at a time."With this in mind, the Belo MedicalGroup focuses on the unique and
special skin care needs of theFilipina.
VISION
With its coolly seductive fragrancesand packaging, the brand establishesitself as the world's top male grooming
brand.
MISSION
Dove is committed to helping all women
realize their personal beauty potential
by creating products that deliver real
care. Dove believes that beauty should
be for everyone, because when you
look and feel your best, you feel better
about yourself.
MISSION
Aims to bring Belo skin care expertiseto every Filipino home, givingeveryone a chance to be Belo
beautiful everyday.
MISSIONTo continue to come up with a constant
stream of new ideas to keep guys astep ahead in the mating game.
Company or Brand Founder
Dove is a personal care
brand owned by Unilever and was
introduced in 1955.
Dr. Vicki Belo, with the help of
her daughter Cristalle Belo Henares,
established intelligent Skin Care, Inc.
Axe was launched in
France in 1983 by Unilever. It was
inspired by another of Unilever's
brands, Impulse.
Management Team of Company or Brand
MANAGEMENT TEAM
Marketing
Your role is to create, develop andpresent the brand so memorably that itstands out against fierce competition in
MANAGEMENT TEAM
Belo
represents Dr. Vicki Belo herself the
founder and Medical Director. She
works tirelessly and travels constantly
to research and update our
MANAGEMENT TEAM
Marketing
Your role is to create, develop andpresent the brand so memorably that itstands out against fierce competition in
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the marketplace.
Customer development
A customer development role atUnilever will challenge yourunderstanding of both our business andour consumers.
Supply chain
From finding the raw materials todelivering our end product, youll findSupply Chain people in nearly everyregion that we have a presence.
Financial management
We call our finance teams 'Partners inValue Creation'. They help us seizeopportunities and set and delivertargets.
Human resources
HR is about supporting and developingpeople and teams to deliver outstandingbusiness performance.
Business to business
We have a number of business-to-business activities, with UnileverFoodsolutions pre-eminent amongthem.
technology and equipment to keep up
with the latest techniques. Thus, the
Belo Medical Centers offer the most
modern services to our patients.
Medical
represents the team of doctors and
surgical specialists who constantly
undergo continuous education to
expand their knowledge and developtheir expertise. Our doctors are often
sent abroad for training under
respective medical experts and
regularly attend various medical
conventions.
Group
represents all the other employees
that help complete Belo Medical
Group. At Belo Medical Group, we
identify ourselves as one family. All
members play an important role in
ensuring that our patients always getthe best care and treatment possible.
the marketplace.
Customer development
A customer development role atUnilever will challenge yourunderstanding of both our businessand our consumers.
Supply chain
From finding the raw materials todelivering our end product, youll findSupply Chain people in nearly everyregion that we have a presence.
Financial management
We call our finance teams 'Partners inValue Creation'. They help us seizeopportunities and set and delivertargets.
Human resources
HR is about supporting and developingpeople and teams to deliveroutstanding business performance.
Business to businessWe have a number of business-to-
business activities, with Unilever
Foodsolutions pre-eminent among
them.
Any other relevant information about the company that may help in the analysis
Dove and Axe are both products formulated and launched by Unilever. They have the same Management Team but
have different Mission-Vision Statements. Dove is positioned as a brand for women while Axe is positioned as a
brand for men.
Competing Product Features
Product Features
Body Cleanser
Moisturizes with skin vitamins
Hypoallergenic
Invigorating
Affordable
Dermatologist tested
Exfoliating
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Fights skin dryness
Facial cleanser
Made from organic
Anti-bacterial
Mild, long lasting scent
Convenient
All in one (body wash, facial cleanser,moisturizer, toner, fights skin dryness,germ protector)
Any new product/s launched or other information that may be relevant to the product analysis
Belo Men has an energizing body bar that invigorates, moisturizes and removes old rough skin and
whitening bar soap which whitens skin effectively. Dove Men has Aqua Impact Body and Face Bar, ExtraFresh
Body and Face Bar, and Deep Clean Body and Face Barthat has moisturizing cream and purifying micro grains
that provides a deep clean while fighting skin dryness.
Objectives,Target Market and Positioning Strategy
Objectives (Growth, Hold or Harvest)
Dove Men + Care products primary
objective, in the Philippine setting, is
growth. Since there are few leading
brands in this industry, Dove Men +
Care strive to compete for share in
the fast-growing beauty segment.
Belo Men current objective is growth.
Similar to Dove Men + Care, they also
want to increase the brands units or
market share. Thus, they use different
mediums in promoting the brand. They
even used negative advertising on one of
their ad campaigns, which is not likely
practiced here in the Philippines.
Since Axe Extreme is new to the
market, the brands primary
objective is growth which is to gain
increase in the brands market
share.
Source:
http://www.unileverusa.com/Images/
Unilever_AR11_tcm23-283136.pdf
Source:
http://ijustdid.org/2012/07/belo/
Target Market
Dove Men + Cares target marketare class A to upper class C men of
generation Y, X, and baby boomers
who wants a total skin care that
meant for mens usage.
Belo Mens target market are class A toupper class C men of generation Y and X
who wants to take better care of their
skin, control the effects of aging or lose
weight and achieve their dream body.
Axe Extremes target market areclass A to upper class C men of
generation Y and X that are active
in sports, health and fitness
enthusiasts, hygienic, and vain.
Any new market segment/s entered or served and other important data that will aid in the target market analysis
The lifestyle (if the brand suits their way of living) and location (if the brand is accessible) are some important factors
in the target market analysis.
Positioning
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Dove Men+Car positions their bar
soap as a product that cleanses
thoroughly and rinses
off easily without leaving skin feeling dry
and tight like
other soap does for skin that's
comfortable and refreshed.
The Belo Men line, which was
extensively clinically tested, consists of
an oil control face wash, oil control
toner and an energizing body bar.
Designed to answer manly problems
that require manly
solutions.
Axe Extreme bar soap was designed
to help men look, smell, and feel their
best. Through making a product that
is both moisturizing and whitening.
Any changes in positioning strategies (repositioning)
Axe extreme should also consider pricing strategy which will give consumer high quality with average price for a man
bar soap.
Supporting Marketing Mix (Product, Price, Placement, and Promotion)
Differential Competitor Analysis
Capabilities
Ability to Conceive and
Design
Given the established imageof Dove as a moisturizer bar,it would be easy to pictureDove Men with their proposition of a moisturizerbar designed for men.
Belo as popularly knownto offer services forbeautification can make iteasy for Belo men soapto be conceived as soapdesigned for mensbeauty needs.
Axe conceive as products formen will make it easy for AxeExtreme new bar soap to beconceive as a soapspecifically designed formens needs.
Ability to Produce Dove men as a moisturizer
bar can be easily producesince the technology of amoisturizer bar is alreadydevelop with its other soapdesigned for women. With theuse of high technology, someadd-ons can be done.
With Belo having high
technology and researchstudies, Belo Men Soapcan be produce usingresources such asinformation, facilities andthe medical peopleworking for Belo.
With the use of high
technology and theresources of Unilever, AxeExtreme as a soap and facialcleanser can be produce.
Ability to Market Dove already have a marketof women to begin with, itcould give a good or badresult depending on how thebrand will be perceived bymen. Popularity of the brandcan be a stepping stone inmarketing the Dove Men+
Care product.
Belo being alreadypopular in Philippines willmake it easy tocommunicate its productnot only to its customersbut to others.
Axe having an establishedmarket for men can be anadvantage for the newproduct axe Extreme to bealso known in the market.Given that the line of products of Axe is aboutmens personal care, it would
be easier for axe to bealigned or added as one ofthe routine needs of men.
Ability to Finance Dove as one of the productsof Unilever is at good positionsince the Company has goodfinancial reports on howprofitable the Personal CareCategory is in the market withsales growth of 8.2% in 2011.
Belo as being anestablished company isable to finance itsproducts; this is shownthrough its promotion likethe use of popularFilipino artist.
Axe as part of Unilever canalso be financed since thePersonal Care category ofUnilever is doing good with8.2% sales growth in 2011and a volume growth of4.2%, which means thatthere is a deemed favorableresult in launching a newproduct.
Ability to Manage Dove men care is the only Belo men soap as part of Axe having a product line
PRODUCT: Dove Men + Care
PRICE: P65 (135g)
PLACEMENT: Supermarket, Watsons
Drug Store
PROMOTION: TRIMP Media
Advertising, Direct Marketing, Integrated
Marketing Communication Tools
PRODUCT: Belo Men Body Bar Soap
PRICE: P58.75 (135g)
PLACEMENT: Supermarket,
Watsons Drug Store, Belo Stores
PROMOTION: TRIMP Media
Advertising, Direct Marketing,
Integrated Marketing Communication
Tools
PRODUCT:Axe Extreme Soap
PRICE: P62.50 (135g)
PLACEMENT: Supermarket, Watsons
Drug Store
PROMOTION: TRIMP Media
Advertising, Direct Marketing,
Integrated Marketing Communication
Tools
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