Brut Sales Strategies
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The document proposes a plan to rebrand Brut cologne to target young men interested in extreme sports by positioning Brut as "the scent of adrenaline." The plan involves redesigning packaging, sponsoring extreme athletes and events, producing viral video content, and sampling at locations like skate camps to associate Brut with an active lifestyle. Sample promotions include bonus packs, contests, displays, and sponsorship of athletes to build brand awareness among the target demographic.
Brut Sales Strategies
- 1. 1Colleen O'Meara, Pam Arbelaez, Chris Frost, Dan Snyder The Scent of Adrenaline
- 2. 3 Currently, Brut positions itself as the “Essence of Man.” A lengthy webpage explains exactly what a “Brut Man” is. It lists qualities such as being determined, fair, strong, and respectful. However, the list is rather long winded and says things in writing that the branding should be communicating contextually. Unfortunately, Brut’s long standing promise to help make you a man’s man has been hijacked by far more successful brands such as Old Spice and Axe.The former has seen recent success in their own rebranding campaign, “The Man Your Man Could Smell Like.” Using humour, they positionOld Spice as the embodiment of what a confident man should smell like.The campaign was a resounding success, and Old Spice is now solidly positioned as a current, manly brand of scented products. Axe’s ongoing branding is similar, but focuses more on the sexuality of being manly.Axe promises to make the user smell so manly that girls won’t be able to resist.This positioning, coupled with sleek presentation and packaging design, has led Axe to be a favorite among young men for a decade. Why should Brut fight to re-enter a market segment that is dominated by giants when it can create its own? Our plan to revitalize Brut involves doing a complete 180* from what it used to stand for-- from a traditional definition of manliness to a new, exciting, and adventurous image for young men who love to push the boundaries of extreme sports. Our plan for Brut’s new positioning is to appeal to young men who don’t feel like they need to conform to the image of a man.These young men are passionate about extreme sports, and for many, it defines their entire lifestyle.Whether they’re snowboarders, surfers, skateboarders, or mountain bikers, these guys love the adrenaline rush that they can only get from a healthy dose of speed and danger. Our plan for Brut is to become the scent of adrenaline. This will involve redesigning Brut’s packaging, website, social media presence and ad campaigns to fit the identity of the extreme sport scene. Partnerships with brands like GoPro,Vans, and RedBull will bring Brut even further into the culture.We feel that this strategy will pay off because while the consumer segment is small, there is no other scent brand that positions itself this way.Additionally, many young men who don’t necessarily enjoy extreme sports themselves think that the lifestyle is cool, and they aspire to be like the guys who are actually out on the hills. Even though they don’t seem to fit our target market, these young men will be influenced by the people in the extreme sports scene and will likely comprise a large segment of our customers. Competitive Branding Environment: Rebranding: The Scent of Adrenaline the brut brandTable of contents 3 ................ The Brut Brand 4 .................. Target Market 5 ....................... Competitors 6 & 7 ....... Consumer Promotions 8 ............... Trade Promotion 9 .... Sales Force Promotion 10 & 11........ Lifestyle Marketing 12................................. Budget
- 3. 5 Mark is a 19-year-old guy who goes to school in Boulder, CO. He grew up in Allentown, PA and has been skateboarding since he was in middle school. It’s become a huge part of his life, and the majority of his friends from high school are skaters. Since going to school in Boulder, he’s taken his hobby to the next level. He has always enjoyed cruising on longboards and snowboards, but now that he lives near the mountains it’s turned into a passion. He spends his weekends going on skate trips in the mountains with his friends when it’s warm, and shredding the terrain park at the big resorts during the winter. He’s done fairly well in a few competitions, but for him it’s mostly about the adrenaline rush and bonding with close friends. -Wears Vans, Lakais, Neff, and other skate brands -Shops at Zumiez, local boardshops T-ypically a price oriented buyer, but will spend more for specialized gear -Spends a lot of time watching Skate/ Snowboard videos on YouTube -Loyal to a handful of skate/snowboard brands -Moderate user of social media, particu- larly Facebook and Instagram The Axe brand offers a full men’s grooming line including deodorant, body spray, shower gel, shampoo, and other styling products.Their messaging is targeted to young men that need confidence to “get the girl.” Their advertising typically uses the concept of sex appeal, depicting women unable to resist a man that smells of Axe. The parent company, Unilever, describes Axe as a lifestyle brand that reaches men in every aspect of their personal and work lives.Axe products are widely distributed in major supermarkets such as Target and drugstores like RiteAid. The Old Spice brand takes a different communications approach by targeting women that purchase hygiene products for their man.The general brand image, however, conveys that using Old Spice will make one the “manliest man.” Old Spice frequently uses humor and celebrity endorsers (such as Terry Crews) in commercials and print advertisements.Their products are sold in major supermarkets like WalMart and drugstores like Walgreen’s. target market Target Market Persona Consumer Habits ™How Dirty Boys Get Clean∫ ™The Man Your Man Could Smell Like∫ competitors
- 4. 7 Our plan includes four main consumer promotional tactics for our campaign. Since our market share is relatively low and our major competitors have a large loyal customer base, we are planning our promotions around attracting brand-switchers with a valuable price.We will also solidify our relationship with brand preference consumers. We will use bonus pack premiums to enhance value proposition and encourage purchase of our product (e.g. body spray packaged with deodorant).This will give customers a free opportunity to sample another product in the Brut line that they may have not yet experienced.The premiums strategy will also be used by adding a travel-size shower gel into our partner brands’ product packaging (e.g. small sampler including in 4-pack of RedBull). Developing a contest has the potential to attract our niche market. Consumers will be encouraged to “create the next Brut” and send us a scent they want.The winner of the contest will be awarded with a one week all-expenses paid exotic ski vacation in Aspen.This concept is likely to increase consumer participation and engagement, and create a more positive brand image for Brut. Since Brut has low brand awareness, the use of sampling is important to our sales campaign.The concept allows consumers to try our products at no risk. Samples will be distributed in-store, at special events (concerts, extreme sporting competitions), and at Camp Woodward. We will install in-store displays in close proximity to the cash register to ensure that Brut stands out.These displays will be in specialty stores such as Zumiez, where our customers purchase apparel and sporting gear. Our Plan Premiums Contest consumer promotions Sampling Point of Purchase
- 5. 9 Rite Aid, Publix, Pathmark,Walgreen’s: we will pay a slotting allowance for strategic positioning on store shelves.We want consumers to find Brut easily and quickly after being exposed to our marketing efforts. We plan to increase distribution. Brut is already available in drugstores such as Walgreen’s and Rite Aid.We want to place the product in specialty stores that appeal to extreme sport fans, such as PacSun,Van’s, and Zumiez.We will pay buying allow- ances to give specialty stores incentive to stock our product at low risk.We will also distribute free merchandise to be used/demonstrated by employees and displayed in-store. The team will use several sales force promotion strategies to create a positive image for Brut.We will hold two national sales meetings during 2015. In the beginning of the year between January-March.The meeting will be held in a location where salespeople will have the opportunity to learn about Brut’s new lifestyle marketing campaign. Here, we will provide training workshops and presentations by various brand management employees to give attendees a cohesive idea of Brut’s selling point.At the meet- ing, we will introduce end-of-year bonus plans for employees who successfully penetrate new markets and reach the highest sales goals.We will then hold a meeting at the end of the year between October-December in a warm, tropical location to entice employees to attend. Here, we will hold an awards banquet to recognize top-selling employees. trade promotions sales force promotion Current Retailers New Retailers National Sales Meetings
- 6. 11 Our sales campaign will utilize lifestyle marketing strategies in order to create emo- tional connections with members of the Brut audience.We will conduct research on and pay further attention to their hobbies, entertainment choices, and where they choose to relax.We want to create a common ground between the Brut brand and the young, athletic, and daring man. We will gather footage of a representative target consumer participating in an extreme sport (e.g. skiing, street skating, surfing, etc.) The content will be edited, branded, and posted on popular blogs and social media and encourage viewers to share with their friends. The team plans to produce a 15 second video ad, depicting a young man partici- pating in an extreme sport with visualized blue “scent” following him the whole time, in order to convey the message that the Brut fragrance stays with you all day, through all of life’s activities. Similar to our plan for Camp Woodward, we will table at concert and event venues that our target is likely to attend (World Cup Skateboarding, Peace Park Aspen 2015, X Games, etc.).At the table, there will be product samples and some sort of contest/ sweepstakes to promote the brand. Lifestyle Marketing Our Plan Camp Woodward is a summer camp for teenagers interested in practicing their favorite extreme sport.With locations in Califor- nia and Pennsylvania, the camp offers programs for both young men and women - gymnastics, in-line skating, snowboarding, and parkour.We will make camp counselors Brut ambassadors in order to spark buzz and word-of-mouth marketing. Here, we’ll provide sampling opportunities and partner with the camp to bring special celebrity guests for events. Camp Woodward Viral Content Creation Online Video Spot Sponsorships Patrick Switzer is a World Champion downhill skateboarder who has been racing professionally since 2008. He is well known throughout the skating community and beyond, and has been fea- tured in dozens of profession- ally produced skate videos. He has 11 sponsors, two of which are non-skate related brands. We feel that he would be a good choice for a Brut sponsor- ship because of his reputation among skateboarders, world- class skill, and his ongoing experience as a representa- tive of several well-known brands.They will appear in our advertising and promotional messages to advocate for Brut. Athlete Endorsement
- 7. Budget Sponsorship and Endorsements............$340,000 Samples....................................................$50,000 Youtube...................................................$200,00 Sales Meeting.........................................$15,000 Displays..................................................$60,000 Trip..........................................................$5,000 Slotting Allowances.............................$40,000 Productions Costs..................................$40,000