comunication analysis - deodorants
DESCRIPTION
Uma breve análise da comunicação das principais marcas de desodorante masculino do mercado brasileiro, seguido de algumas recomendações para um novo player hipotético.TRANSCRIPT
COMMUNICATION ANALYSIS+INSIGHTS deodorant brands
Karina Sanchez
The briefing asks for a communication
analysis to clarify some points about
the male deodorant category in Brazil: how
players are communicating and
positioning, main areas of communication,
relevant attributes, category
dynamic... Furthermore, it asks
for recommendations to a new brand that is
planed to be launched on this market.
This work is divided into three stages:
research, diagnosis and recommendations. In
the research stage, each brand is identified
as a character or celebrity with a remarkable
feature shared with this brand, in short, a
“personification” of the available brands.
The diagnosis is divided in two
parts: a comparison table between brands
and a graphic with its analysis.
In the recommendations, the strategy used is
not only to propose the new brand
positioning, but also its targets, its key
concepts, its possible slogan and also its
possible creative idea.
ADIDAS
AGILITY
CONFIDENT MEN
DRY PROTECTION
neymar
AXE
SEDUCTIVENESS
EROTICISM
APLICATION ALL
OVER THE BODY
WHAT WOMEN
WANT
caio castro
DOVE tobey maguire
HYDRATION PROTECTION
COMFORT
TESTIMONIALS FROM
ORDINARY MEN, WITH
INTENSE LIFE
GARNIER BI-O
tarzan
NATURAL APPEAL
MINERALS SKIN BREATH
ULTRADRY PROTECTION
GILLETTE
anderson silva
PROTECTION UNTIL
THE NEXT BATH
REASONS TO
CELEBRATE
(WITH ARMS UP)
ALWAYS DRY
NIVEA silvester
NO WHITE STAINS
ON BLACK CLOTHES
NO BLACK STAINS
ON WHITE CLOTHES
TECNOLOGY
PROTECTION
*focus on the stains issue
O BOTICÁRIO THE BEST GIFT
BEAUTY OF LIFE
FRAGRANCES
SALES PROMOTION
AFFECTIVE leonardo dicaprio ROMANTIC
REXONA
SUPERHERO
DRY PROTECTION FOR BUSY DAYS
MORE EFFECTIVE THAN OTHERS
GROSS MEN
ARE SENSITIVE
MEN TOO
superman
BRAND COMMUNICATION
KEY ATTRIBUTES
POSICIONING
FOCUS APPROACH
ADIDAS Universally recognized sports brand
Confidence Agility
Protection Attestant
CONFIDENCE AND PROTECTION
Adidas is all in.
AXE Deodorant brand, with the most distinct approach
Seductiveness Eroticism
Applications all over the body SEDUCTIVENESS The Axe effect.
DOVE Brand expert on hygiene and skin care
Hydration Soft skin
Intense routines protection Ordinary men testimonials
PROTECTION + HYDRATION Real beauty.
GARNIER BI-O L'Oreal brand, beauty expert
Protection Skin breath
Ultradry Mineral
PROTECTION AND SKIN BREATH
Take care.
GILLETTE Shaving products expert brand, typically male
Protection until the next bath Tranquility
Reasons to celebrate Always dry
LASTING AND DRY PROTECTION
The best for the man.
NIVEA Brand expert on hygiene and skin care
Tecnology No white and yellow stains
Protection
PROTECTION WITHOUT STAINS
What men want.
O BOTICÁRIO Beauty expert brand Life beauty Fragrances
Affection demonstration BEAUTY AND AFFECTION
Life is pretty, but it can be beautiful.
REXONA Top of mind Dry protection for busy days More effective than others
THE MOST LASTING PROTECTION
Don’t leave you.
RA
TIO
NA
L
EMOTIONAL
PROTECTION IS THE MAIN ATTRIBUTE HIGHLIGHTED IN COMMUNICATION. HOWEVER, MOST OF THE PLAYERS ADD
SOME FEATURE TO THIS PROTECTION AS A WAY TO STAND UP. STILL, THE POSITIONS SEEM VERY SIMILAR AND
SOMEWHAT REMARKABLE, DIFFICULT TO BE REMEMBERED AND DISTINGUISHED BY THE CONSUMER.
AXE AND O BOTICÁRIO HAVE DIFFERENT
APPROACHES OF MOST PLAYERS, WHICH ARE
GEARED TOWARDS THE EMOTIONAL SIDE. THIS
AXIS, HOWEVER, IS INTENSIVELY EXPLOITED ONLY
BY AXE WHICH OBTAINS GOOD RESULTS
WITH THIS.
THIS IS THE AXIS TO BE WORKED WITH THE
NEW PRODUCT, INTENSILY AND WITH A COMPLETELY
NEW APPROACH
THE NEW PRODUCT
THE NEW DEODORANT WILL BE DIRECTED TO THE
HIGHER CLASSES OF SOCIETY.
THE FOCUS WILL BE SENIOR EXECUTIVES WHO
USE DESIGNER PERFUMES EVERY DAY AND DON’T
WANT ANY INFERENCE IN THEIR FRAGRANCES.
THE WORD PROTECTION IS BANNED
FROM ANY COMMUNICATION AND PRODUCT
PROMOTION WILL BE BASED ON:
success
security 3S support
the strategy will be:
BLUE OCEAN
COMPETE IN THE SPACE OF
EXISTING MARKET
BEAT THE
NUMEROUS COMPETITORS
GET EXISTENT
DEMAND
RED OCEAN CREATE SPACES OR UNTAPPED MARKETS MAKE THE COMPETITION IRRELEVANT CREATE AND ADQUIRE
NEW DEMANDS
FOUR ACTIONS MODEL *Eliminate considered essencial
attributes *Reduce some standard attributs
*Increase some standard attributes
*Create new attributes
the brand new
LUSTER
+ 3S
what if LUSTER were a human?
SENIOR EXECUTIVE
PROFESSIONAL
SUCCESS
STABILIZED LIFE
SOPHISTICATION
LUXURY
donald trump
3
6
7
5
6
10
2
0 0
1
2
0 0
1
0 0
8
10
7
10
Category Average LUSTER
back to four actions model:
=considered essencial attributes eliminated =standard attributes increased
=standard attributes reduced
=new attributes created
POSICIONING
LUSTER IS THE DEODORANT THAT
PROVIDES AN EXTRA SECURITY FOR THOSE WHO ARE ALREADY ON THE TOP.
IT’S THE SUPPORT THAT SUCCESSFUL MEN NEED IN
THEIR ROUTINES. IT'S DISCREET, BECAUSE IT HAS NO FRAGRANCE, WHICH ALLOWS EACH MAN TO MAINTAIN
THEIR SOPHISTICATION WITH THEIR PREFERED
FRAGRANCES.
POSSIBLE SLOGAN
POSSIBLE CREATIVE
IDEA
BEHIND EVERY GREAT
MAN, THERE IS A GREAT
PERFUM. BEHIND EVERY
GREAT PERFUM, THERE
IS A FRAGRANCE-FREE
DEODORANT.
You are on the top. So does he.
KEY CONCEPT
LUSTER Support, safety and discretion
for who already is on the top.
