FINAL PAPER - AXE EXTREME (1).doc

7/28/2019 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


Advertising, Direct Marketing,

Integrated Marketing Communication

Tools

PRODUCT:Axe Extreme Soap

PRICE: P62.50 (135g)

PLACEMENT: Supermarket, Watsons

Drug Store


Advertising, Direct Marketing,

Integrated Marketing Communication

Tools


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FINAL PAPER - AXE EXTREME (1).doc

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