Brut final promotion plan

December2015Sales&SalesPromotion
Carter Smalley | Jessica Scarcella | Lauren Ryan | Matt Hirsch
PROMOTIONPLAN

BRAND HISTORY
p.3
BRUT has been the national symbol of masculinity in the fragrance industry for over
40 years. Conceptualized and launched in 1964 by American cosmetics company
Fabergé, the brand was originally called “Brut 33” because the fragrance contained
approximately 33% of the original product. Containing mostly basil, lemon, lavender,
and anise, Brut was positioned by its parent company as a “lighter” scent but still
“masculine”. When Brut 33 was renamed to its current title, BRUT, and sold to
Unilever in 1989, its main product, which is cologne, was then called “Brut Classic by
Fabergé.” It was after this that the company’s product line began to expand, with the
introduction of new men’s grooming products such as aftershave and deodorant. In
2003, BRUT’s rights were sold to Idelle Laboratories. However, Unilever is still
responsible for distributing the brand’s products in many regions worldwide.

REPOSITIONTHEBRAND
p.4
Today, maybe even now more than ever, men’s grooming is not
only incredibly popular, but socially acceptable by men. As seen
with the resurgence of beards, straight razor shaving and
premium men’s grooming products, men’s grooming and style
has become much more prevalent in recent times. Keeping
these trends in mind, there is no better time to reposition Brut
than now.
Brut is a cologne brand that has been a staple of American
history since 1964. Since its inception, Brut is oftentimes a
fragrance bought by teenagers to signify their transition into
manhood, and this shows throughout Brut’s entire product line
which complements the various stages of the male grooming
process. In order to reaffirm their message of manliness, they
have had various spokesmen throughout the years such as Joe
Namath, Muhammad Ali and Jimmy Connors. Advertisements
by Brut, especially in their heyday, stressed the importance of
characteristics seemingly held by the ideal Brut man – courage,
a sense of community and teamwork, and strength. While at the
time this was an effective strategy, the image of manliness and
maturity appealed less and less to the masses. When fashion
designers – and strong cologne competitors – Calvin Klein and
Tommy Hilfiger burst onto the cologne market with their scents it
was everything Brut wasn’t – a fragrance that was celebrating
youth. To keep up with the changing market, Brut attempted to
introduce new colognes that featured lighter and fruitier scents,
but it failed and there was a big reason why – Brut had already
established itself as the scent of a man.
Moving into today’s market, Brut’s image of manliness is one
that should identify well with consumers. Looking at some of the
heavyweights in the cologne market, whether it be more upscale
like Tom Ford and Dior or more economically sound like Old
Spice, one thing is clear – the desire to smell like a man is back
in. With this in mind, we plan to go back to Brut’s roots and focus
on emphasizing maturity, manliness and strength.
For men, Brut is the scent that makes you the man you are – strong, smart
and capable. Brut, above all other colognes on the market delivers the
essence of manliness because we understand the everyday man’s man.
Positioning statement:

TARGETMARKET
p.5
JOHN
BLAKE
Brut’s popularity peaked in the 1980’s and 1990’s with younger men in their 20’s
and 30’s. The brand’s audience has stood the test of time but, as the brand ages,
so does its consumer. Brut’s current audience comprises men ages 4560 and
these men are extremely brand loyal. If Brut hopes to survive, it must maintain its
current audience but reposition itself to appeal to a younger audience.
John is an active male in his 50’s who is married and
lives with his wife, Mary. He has two grown daughters
and enjoys spending time with his family. John is a
general contractor who is looking to retire within the
next ten years. John prefers to shop with his wife and
she’ll often purchase things for him. He does not
make many purchase decisions without consulting his
family. John tends to purchase items when he needs
them and prefers to shop at local stores. John’s been
a consumer of Brut for nearly 30 years.
Blake is a 27 yearold technology professional living in
New York City. He owns an apartment in Brooklyn with
his girlfriend, Heather. Blake’s ultimate career goals are
to open his own technology company. Blake is always
on the cutting edge of new product development and is
easily swayed to try a new product. He aims to be
perceived as unique and is always looking to discover
something new. Blake spends a lot of time on his phone
and laptop and is an ideal customer in repositioning Brut
as a younger brand.

TARGETMARKET
p.6
TODD
Brut’s popularity peaked in the 1980’s and 1990’s with younger men in their 20’s
and 30’s. The brand’s audience has stood the test of time but, as the brand ages,
so does its consumer. Brut’s current audience comprises men ages 4560 and
these men are extremely brand loyal. If Brut hopes to survive, it must maintain its
current audience but reposition itself to appeal to a younger audience.
Todd is a 33 yearold young banker living on Long
Island with his wife and two young children. With a
young family, new mortgage and some student
loan debt, Todd lives comfortably but is always
looking for ways to cut corners and save money
financially. Todd has already started college
savings for both of his children and has started
saving for retirement. Todd is an ideal potential
customer for Brut because he looks for affordability
and is extremely brand loyal. Todd is customer
that may use Brut for the next 3040 years, if
satisfied.

COMPETITIVEANALYSIS
WORKSHEET
p.7

CONSUMERPROMOTIONS
p.8
Brut is known to be an affordable brand and is sold at most local retailers. However,
consumers don’t know enough information about Brut to purchase it. In the past, the
brand has been known for offering coupons and has even moved towards using e
coupons. Recently, Brut remarketed its product as a mantervention in effort to increase
sales. Their current tagline is “Let Your Man Out”. Although this is a great start, there are
many things Brut could be doing to engage their consumer.
POINT-OF-PURCHASE
SAMPLES
CONTEST
To raise recognition of the brand to the consumer,
Brut should consider investing in PointofPurchase
displays at retail stores. PointofPurchase displays
are often used in hightraffic areas and final
destination points while shopping. Around 50% of
all purchases are made via impulse buy. Pointof
Purchase displays are one of the biggest factors as
to why the purchase was made. PointofPurchase
displays can also increase direct conversions.
Brut should partner with local barbershops or a major haircut brand to offer
samples. Men confide in their barbers and the barbershop is a communal
place for discussion among men. A man may be more likely to try Brut if he’s
offered a sample from a credible source. This could be a great way to
increase wordofmouth and direct conversions. The samples could be given
in a goodie bag or envelope with a coupon as well. Samples are effective in
reducing the risk of trying a new product and can be versatile in their use.
To create brand awareness and a calltoaction, Brut will host an #UnleashYourInnerMan
contest. Men will post pictures to social media of themselves embracing their inner man.
The prizes for the contest will be a VIP Super Bowl Ticket Package and win a mancave.
Contest and sweepstakes help to increase purchase intent. Social media will help increase
organic chatter and brand engagement.

p.9
TODAD,WITHLOVE
THE GIFT YOU CAN ACTUALLY
AFFORD TO GET HIM.
THIS FATHER’S DAY MAKE
THE SMART CHOICE AND BUY
BRUT.
FOR EVERY ONE PRODUCT YOU
PURCHASE GET A SECOND 50%
OFF.
50% OFF
Valid for online and instore purchase
50% off valid on item of lesser value Brutworld.com
UNLEASHHISINNERMAN
THE GIFT YOU CAN ACTUALLY
AFFORD TO GET HIM.
THIS FATHER’S DAY MAKE
THE SMART CHOICE AND BUY
BRUT.
FOR EVERY ONE PRODUCT YOU
PURCHASE GET A SECOND 50%
OFF.
50% OFF
Valid for online and instore purchase
50% off valid on item of lesser value Brutworld.com
COUPONEXAMPLES(FATHER’SDAY)

TRADE PROMOTIONS
p.10
In order to reintroduce the new Brut into the cologne market,
as well as get support from suppliers and distributors, we
will be engaging in three trade promotions: sample
allowance, trial size allowance and buyout allowance.
SAMPLEALLOWANCE
TRIALSIZEALLOWANCE
BUY-OUTALLOWANCE
For a sample allowance, we would have our suppliers offer an allowance on the condition that our
retailers give sample products to consumers. Since the cologne market is currently saturated with
competitors from Old Spice to Calvin Klein, we figured by working with suppliers and retailers to offer
consumers a sample of Brut would give them a chance to try out the product without the pressure of
switching to a new brand cold turkey, give them an inside look at the new, updated and manly Brut
and if they’re not buying Brut, show them why they should be.
With our trial size allowance trade promotion, small or trialsized packages are usually arrayed in a
shipper display and are prepriced to give the retailer a very good margin. By using this specific
trade promotion, we keep the relationship between our supplier and retailer strong and we also are
reinforcing our sample allowance trade promotion by following it up with instore shipper displays.
Once we have successfully implemented and carried out our first
two trade promotions, we will introduce our last trade promotion
which is a buyout allowance. After these two first trade
promotions, we will have a relatively good idea on how both
consumers, suppliers and retailers are reacting to our product. If
we see that the reaction is positive, a buyout allowance, which is
an agreement to pay for the removal of goods to clear shelf space
for your product, would be a logical next step.

SALESFORCEPROMOTIONS
Brut’s sales reps are going to need some form of encouragement when selling to
distributors.  The goal is to keep employees feeling as if they are appreciated to the
highest level and give them a reason to continue performing at their best.  Brut wants its
sales force promotions to be obtainable by its employees; we want them to be able to
reach the ultimate goal of receiving that bonus or winning that vacation.  This will be
accomplished through a number of strategically set sales force promotions.
1
2
3
The first tier will provoke a friendly competition between
the sales reps. The rep with the highest sales within a 5
month period will get to have the “comfy chair” for the next
5 months.  Allowing the sales reps to know who had some
of the best sales within that 5 month period will encourage
them to increase their sales for the next period.
The second tier will consist of the reward of a bonus.  This bonus will be given based
off of the number of sales within a 3month period.  Choosing a 3month period will
keep employees engaged within a selected amount of time that will keep them
motivated.  If reps have low sales early in the year it is possible they will feel
discouraged and think the goal in out of reach.  The three highest performing sales
reps within the 3month period will earn bonuses.
The third tier will consist of winning a
vacation at the end of each sales year.
This will again, be awarded to the sales
rep with the best sales for the entire
business year.  The winner of this
promotion will not be eligible to win the
first or second tier sales promotions.
Brut’s employees with be able to receive a number of sales force
promotions that will be organized through a three tier system:

ALTERNATIVEPROMOTIONAL
STRATEGIES
p.12
BLOGS
We believe that working with bloggers will increase exposure for the Brut
brand. Pitching for specific features as well as providing giveaways will
come at minimal to no cost when working with a public relations team. We
believe the provided list of blogs fits the Brut user as well as the brand.
Within each of the blogs there is a mix of high quality and bargain products.

SOCIAL MEDIA CAMPAIGNS
We will use Facebook, Twitter and Instagram to implement social media campaigns.  These
campaigns will be in part with our sweepstakes portion of our consumer promotion.  For example
one of our campaigns will be a spin off of their tagline, unleash your inner man.  For this campaign
we will encourage men to post pictures of themselves "unleashing their inner man" by hash tagging
#unleashyourinnerman.  The campaign will be advertised through a serious of posts including our
celebrity brand ambassador, Nick Offerman.
UNLEASH
YOUR
INNER
MAN.
As Brut undergoes its recent rebranding, publicity is an important tool in spreading the word
quickly about the brand. There is an opportunity to appeal to influential and younger audiences by
building the new consumer experience. A great way to do this would be a trunk show where press,
influencers and brand loyalists would be invited. This event would encompass and define the
overall Brut experience. As a brand under Unilever, this would be a great opportunity to expand
awareness of Unilever products.
BRUTTRUNKSHOW
ALTERNATIVEPROMOTIONAL
STRATEGIES

p.14
YOUR
UNLEASH
INNER
MAN.
HIS
UNLEASH
INNER
MAN.

p.16
YOUR
UNLEASH
INNER
MAN.
UNLEASH
MAN.
INNER
YOUR
Since Brut is known for having
famous people represent its brand,
we feel that continuing with this trend
will reduce alienation of the older Brut
consumer and draw in the younger
men transitioning into manhood.  As
of now, the Brut brand is going for a
risky humorous image, we feel it is
good to emphasize humor but the
brand needs to identify with all of its
consumers rather than one of its
targets.  Nick Offerman is “the all
american man” and it is easy for
different age groups to identify with
the vibrant comedian that he is.
NICKOFFERMAN
ALTERNATIVEPROMOTIONALSTRATEGIES

BUDGET BREAKDOWN
p.18
CONSUMER PROMOTIONS
SALES FORCE PROMOTIONS
ALTERNATIVE PROMOTIONS
TRADE PROMOTIONS
Sales Force “Comfy Chair” Competition: offers a brand new, luxurious chair to the BRUT sales representative
with the best sales records in a given month (Total: $170)
Bonuses will be offered to sales representatives that demonstrate outstanding commitment to their clients and
great service (Total: $9,900)
In the second sales force competition, a getaway vacation with all expenses paid (lodging, travel, spending
money) will be provided to the salesman who generates the most sales in the calendar year (Total: $14,000)
24,070
Buyouts: Purchasing products from drug stores and retailers to clear shelf space (Total: $40,000)
InStore Samples: samples of BRUT’s product line to be given out by retailers (Total: $30,000)
Trial Size Allowances: providing trial sized sample packages that retailers can give to consumers
(Total: $20,000)
90,000
Super Bowl Sweepstakes Travel for 2, Lodging for 2, Box Seats VIP Tickets to Super bowl 50
(Total: $80,000)
Point of Purchase Displays: BRUT promotional displays set up at the front of drug stores and retailers
(Total: $30,000)
Barbershop and Other Out of Store Samples: samples of BRUT’s product line to be given out at locations
where the target audience will be receptive to learning about the brand (Total: $50,000)
Remaining total budget of $145,930 will be designated to coupons for Super Bowl Sweepstakes and product
discounts
305,930
Branded Content: Designed to increase the reach of BRUT’s brand recognition by partnering with blogs to
which the target audience is loyal (Total: $10,000)
Social Media Promotion: Dedicated to promoting the BRUT brand and informing the target audience about
the company’s product line through social media sites such as Twitter, Facebook, and Snapchat
(Total: $55,000)
BRUT Trunk Show: This extravagant publicity event will showcase the BRUT brand to media personnel
(including press), potential retailers, and BRUT brand loyalists. It will also inform event guests about
Unilever’s other brands and news about the company (Total: $120,000)
Nick Offerman “All American Man” Campaign: A digital campaign with branded content, video spots, and
banner ads designed to help convey the message of the BRUT “Unleash Your Inner Man” campaign
(Total: $120,000)
305,000

BUDGET SUMMARY
p.17
CONSUMERPROMOTIONS |42%
SALESFORCEPROMOTIONS|3%
ALTERNATIVEPROMOTIONS |42%
TRADE PROMOTIONS | 13%

Brut final promotion plan

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