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

Competitor Analysis Template About the Company Company or Brand Mission/Vision

VISION Dove believes that beauty - feeling and looking 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. 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. Company or Brand Founder

VISION

VISION

At the heart of the Belo Medical Group's immeasurable success is Dr. Belo's vision: "I want to make the Philippines the most beautiful country in the world, one person at a time." With this in mind, the Belo Medical Group focuses on the unique and special skin care needs of the Filipina. MISSION Aims to bring Belo skin care expertise to every Filipino home, giving everyone a chance to be Belo beautiful everyday.

With its coolly seductive fragrances and packaging, the brand establishes itself as the world's top male grooming brand.

MISSION To continue to come up with a constant stream of new ideas to keep guys a step ahead in the mating game.

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 and present the brand so memorably that it stands 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 Marketing

MANAGEMENT TEAM

Your role is to create, develop and present the brand so memorably that it stands out against fierce competition in

the marketplace. Customer development A customer development role at Unilever will challenge your understanding of both our business and our consumers. Supply chain From finding the raw materials to delivering our end product, youll find Supply Chain people in nearly every region that we have a presence. Financial management We call our finance teams 'Partners in Value Creation'. They help us seize opportunities and set and deliver targets. Human resources HR is about supporting and developing people and teams to deliver outstanding business performance. Business to business We have a number of business-tobusiness activities, with Unilever Foodsolutions pre-eminent among them.

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 develop their 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 get the best care and treatment possible.

the marketplace. Customer development A customer development role at Unilever will challenge your understanding of both our business and our consumers. Supply chain From finding the raw materials to delivering our end product, youll find Supply Chain people in nearly every region that we have a presence. Financial management We call our finance teams 'Partners in Value Creation'. They help us seize opportunities and set and deliver targets. Human resources HR is about supporting and developing people and teams to deliver outstanding business performance. Business to business We have a number of business-tobusiness 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

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 , Extra Fresh Body and Face Bar, and Deep Clean Body and Face Bar that 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.

Source: http://www.unileverusa.com/Images/ Unilever_AR11_tcm23-283136.pdf Target Market

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. Source: http://ijustdid.org/2012/07/belo/

Since Axe Extreme is new to the market, the brands primary objective is growth which is to gain increase in the brands market share.

Dove Men + Cares target market Belo Mens target market are class A to Axe Extremes target market are are class A to upper class C men of upper class C men of generation Y and X class A to upper class C men of generation Y, X, and baby boomers who wants to take better care of their generation Y and X that are active who wants a total skin care that skin, control the effects of aging or lose in sports, health and fitness meant for mens usage. weight and achieve their dream body. 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

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 Given the established image Belo as popularly known Axe conceive as products for PRODUCT: Dove Men + Care of Dove as a moisturizer PRODUCT: bar, Belo Men to offer Body Bar services Soap PRODUCT: for men will Axe make Extreme it easy Soap for Axe Design it would be easy to picture beautification can make it Extreme new bar soap to be Dove Men PRICE: with P58.75 their (135g) easy for Belo men soap conceive as a soap PRICE: P65 (135g) PRICE: P62.50 (135g) proposition of a moisturizer to be conceived as soap specifically designed for bar designed for men. designed for mens mens needs. PLACEMENT: Supermarket, Watsons PLACEMENT: Supermarket, PLACEMENT: Supermarket, Watsons beauty needs. Drug Store Watsons Drug Store, Belo Stores Drug Store Ability to Produce Dove men as a moisturizer With Belo having high With the use of high bar can be easily produce technology and research technology and the PROMOTION: TRIMP Media since the technology PROMOTION: of aTRIMP studies, Media Belo Men Soap PROMOTION: resources TRIMP of Unilever, Media Axe moisturizer is already be produce using Extreme as aMarketing, soap and facial Advertising, Direct Marketing, Integrated bar Advertising, Directcan Marketing, Advertising, Direct develop with Integrated its other soap resources such as cleanser can beCommunication produce. Marketing Communication Tools Marketing Communication Integrated Marketing designed for women. With the information, facilities and Tools Tools use of high technology, some the medical people add-ons can be done. working for Belo. Ability to Market Dove already have a market Belo being already Axe having an established of women to begin with, it popular in Philippines will market for men can be an could give a good or bad make it easy to advantage for the new result depending on how the communicate its product product axe Extreme to be brand will be perceived by not only to its customers also known in the market. men. Popularity of the brand but to others. Given that the line of can be a stepping stone in products of Axe is about marketing the Dove Men+ mens personal care, it would Care product. be easier for axe to be aligned or added as one of the routine needs of men. Ability to Finance Dove as one of the products Belo as being an Axe as part of Unilever can of Unilever is at good position established company is also be financed since the since the Company has good able to finance its Personal Care category of financial reports on how products; this is shown Unilever is doing good with profitable the Personal Care through its promotion like 8.2% sales growth in 2011 Category is in the market with the use of popular and a volume growth of sales growth of 8.2% in 2011. Filipino artist. 4.2%, which means that there is a deemed favorable result in launching a new product. Ability to Manage Dove men care is the only Belo men soap as part of Axe having a product line

category of Dove designed for men. With the product line of dove focusing on personal needs, it would not be hard to manage since the products compliments each other.

the products and services offered by Belo can be a bit hard to manage since Belo have other categories to market. Focus of Belo, although still in line with beautification, the diverse categories can be hindrance.

focusing on personal needs will make it easier for Axe to manage a new addition to their products.

Prediction of Future Strategies Strategies

Current Strategies

Dove Men strategy is focused on promoting the product as a moisturizer bar designed for men with only 2 variations.

Belo Men focused its brand as a whitening soap since the trend of the Filipino now is about skin whitening.

Expected Future Strategies

New variations of Dove Men Care will be produced especially if since the result of Unilever under personal care shows a very positive data. May create campaigns about beauty or anything that could boost the morale of men like Doves previous campaign on women Real beauty. Source: http://www.unilever.com/i mages/Unilever_AR11_tc m13-282960.pdf

The Belo Men soap has 2 variations so it will be expected that it will launch a new variation to address other mens concern. It may use popular stars as its ambassadors and use younger stars to promote product to younger generation. Source: http://belomen.com/prod ucts

Axe current strategy focused as a cool, adventurous and a mans grooming tool for dating. Using commercials with humor. Axe extreme specifically is focused on its convenience, as a men soap and facial cleanser, and hygiene benefits. Axe extreme may consider other variation of soap or form under Extreme to meet other preferences of the market, it can also consider producing complimentary products to its bar soap product under the brand Extreme if results for the brand will be positive.