Brut Sales Promotion Plan

8/13/2019 Brut Sales Promotion Plan

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Presented byMatt Kelly, Emily Fuller

Pat Stevenson, Mike Sheldon

and Alec Joseph

Sales and Sales Promotion

Professor Kurt Komaromi

Fall 2013

THE ESSENCE

OF MANA PROMOTIONAL PLAN FOR BRUT


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PRODUCT HISTORYA TIMELINE OF BRUTS PAST

1964Brut splashed on to the market when

it was launched by Faberge. The brand

quickly extended beyond cologne into

other products such as aftershave and

deodorant. The original Brut was pack-aged in a distinctive green glass bottle.

2003Rights to the Brut brand were purchased

by Idelle Labroatories for several regions.

Idelle continues to own the company

today.

1989Heath and beauty products powerhouse,

Unilever, took over Brut. Unilever kept

the bottle design and product intact. Brut

began to lose its market share as more

competitors began to enter the mens

fragrance industry.

TODAYBrut cologne remains the brands topselling product. However, it is low in mar-

ket share percentage. Brut is sold across

the world but is heavily marketing in the

United States. Advertising efforts empha-

size the attributes in establishing yourselfas a real man. Bruts product line has

extending into other grooming products.

The brand continues to attempt to restab-

lish itself in the market to compete with

brands like Old Spice.


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SWOT ANALYSISTHE STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS

STRENGTHS

OPPORTUNITIES

WEAKNESSES

THREATS

- Brut is an established brand name

- Recognizable position as an aggressive manly

scent cologne

- Extremely affordable price

- Loyal following among some the older male popu-

lation and generations

- Parent company, Unilever, is an industry leader

- Can elevate brand equity and perception of prod-

ucts quality through repositioning strategies- Can differentiate with manly positioning in con-

trast to metrosexual, progressive colognes

- Can reach out to new, classier distributors such

as department stores and boutiques

- Can re-design packaging to re-energize product

- Many famous former endorsers (i.e. Joe Namath)

that could be utilized for a retro campaign

- Most competitors possess a higher brand equity

and perception of higher product quality- Old Spice has executed its manly position more

effectively than Brut

- Spray bottles may come under attack from gov-

ernment regulations and environmental activists

- Current advertising campaign could be viewed

by feminists as enforcing traditional masculine

mindsets and stereotypes

- Increased costs of overall production

- No appeal for women

- Old, outdated packaging design

- Lack of awareness among younger generations

- Lack of excitement about Bruts strong scent

- Very low advertising presence

- Primarily available in grocery and drug stores

with low brand equity


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COMPETITOR ANALYSISBRUTS TOP CURRENT AND FUTURE COMPETITORS IN THE MARKET

CURRENT COMPETITORS

FUTURE COMPETITORS

Aqua Velva is similar to Brut. It

is popular among older men. Itis sold in drug stores across the

country. The scent is not as bold

as Brut. Their promotions are

practically non-existent. Aqua

is low-cost fragrance provider.Younger generations are out

of touch with Aqua Velva. Their

product life is in decline.

Old Spice is aggressive in adver-

tising and promotional efforts.The brand began in 1937 with

historical scents and products.

They dominate the 16-24 male

market. Old Spice has three

lines, Each has its own bodywashes, colognes, and deodor-

ants. Recent transformations in

their products saved the brand.

Axe has been using the manli-

ness appeal better than Brut.As opposed to Brut and Old

Spice, Axes advertising and

promotion are focused on mens

attractiveness to women. Axe

started with antiperspirantsand has grown into shower and

hair products. Axe is a popular

fragrance among younger men.

The Nautica brand is a built on

providing high quality products.

Primarily a mens sportswearcompany, Nautica has been

successful in selling products in

high-end stores. Their cologne

is light and appeals to preppy

and sophisticated men. Nautica

is inexpensive when compared to

major designer colognes.

Calvin Klein is a designer clothing

company with its own fragrance

line that offers a lot of productdiversification. Calvin Klein has

bold and fresh scents. Their

price is very competitive in the

mens fragrance market as a

mildly expensive cologne, but

offers a lot of variety in product

bundling.

Acqua de Gio targets men at any

age with a higher income. Found

in glass cases at major depart-ment stores, Acqua de Gio has

high brand awareness and brand

superiority. The scent is unique

and light. It has been successful

in putting emphasis on style and

quality. It is more expensive but

still comparable to other brands.


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REPOSITIONING STRATEGIESTHE REVITALIZATION, RENEWAL AND REVAMPING OF BRUT

For over 40 years Brut

has been on the shelves of

every drugstore. However

sales have declined in recent

years due to lack of promo-

tions and advertising as well

as increased competitionwith brands like Axe and

Old Spice. In order to stand

out from it competitors Brut

needs to re-image itself as

a classier fragrance that

men use as a step up from

its competitors. The firststep in doing this is for Brut

to scrap the plastic bottle

and replace it with our newlydesigned glass bottle. It will

continue to feature the icon-

ic green color but the glass

bottle will gain the attention

of a different demographic

of men. There will also be

an increase in price of our

products. The original brut

fragrance costs about $6 for

the 3 oz. bottle and up to

$25 for the 25 oz/ bottle. In

order to move our products

away from the typical cheap

drugstore brand we need to

increase the prices to move

closer to fragrances such as

Aqua di Gio and Calvin Klein

which costs at a range from

$40 to $85 depending on

size. The new cost of BrutCologne will be offered in 3

sizes, a 3 oz. bottle that will

cost $25, a 7 oz. bottle for

$35 and our value bottle of

25 oz. for $55.

In addition to this wewant to move Brut away

from the shelves that feature

cheap brands like Axe andOld Spice. We want the

Brut brand to be featured

in department stores such

as Macys and Nordstrom.

The product will need to be

placed in glass cases next to

the Calvin Klein, Nautica and

Aqua di Gio. Brut can also

be found in drug stores but

no longer on open shelves.

It will be in the locked glass

cases.


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CONSUMER PROMOTIONSFOUR WAYS TO EXCITE CONSUMERS AND DRIVE SALES

Channel 4 News Team

anchor, ladies man, andstrong believer in the

power of Brut.

RONBURGUNDY

While Bruts most famous spokesperson,

former NFL quarterback Joe Namath, has been effec-

tive for the brand in previous campaigns, we believe

that Bruts new promotional campaign will need a

face that represents the new wave of masculinity.

If Old Spice has taught us anything, its that humor

helps get that masculinity across to consumers.Thats why we would like our new spokesperson to

be Ron Burgundy, the newscaster alter ego of actor

Will Ferrell. With the new Anchorman film coming

out later this month, now is the perfect time to have

Burgundy endorse Brut as his preferred musk

in humorous advertisements. Burgundys likeness

can be used with in-store displays and in print and

television advertisements as well. Both Brut and the

Anchorman franchise should benefit from this in-

creased exposure. Chrysler-Dodge was able to bookBurgundy for their commercials for free with the only

condition being that they promoted the new Anchor-

man film at the end of the advertisement. Following a

similar strategy, our maximum estimated cost of thespokesperson is $15,000.

BRUTS NEWLEADING MAN

With Ron Burgundy as our celebrityspokesman, Brut could be subtly used

in product placement in the upcoming

Anchorman film. While it may be too late to

insert into the original film, Brut cologne

bottles could be inserted into the DVDversion that will be released in 2014.

There could also be a deleted scene or

supplementary YouTube video whereRon Burgundy makes a humorous fake

commercial in which he touts all the ways

Brut helps him be the classiest man in the

world. We see a lot of potential with a bot-

tle of Brut in Burgundys hilarious hands,and estimate the cost to be $100,000.

NEW STAR IN THE ANCHORMAN SEQUEL


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We will purchase a classic luxury

car in the vein of an old Mercedez

Benz and repurpose it as our street

teams car in major cities. This car

will be painted and detailed in Bruts

classic green color and logo that willbe sure to catch peoples attention

around town. Our street team will

drive through the streets of citieslike NY, Chicago and LA and try to

find men we deem to embody the

mature, classy man that we want

to target with this campaign. When

the team finds this kind of man on

the sidewalk, it will pull the car over

and offer him free samples of Brutcologne and other Brut products.

This strategy will generate cheap

attention and word-of-mouth buzzfrom people taking cell phone

pictures and posting our campaign

on their social media pages. It will

also get our products into the hands

of key influencers that can inspire

others to try the Brut brand again.

Between the cost of the car, thepaint jobs, the fuel and the wages

for the street team, we estimate the

total cost for this promotion to be$100,000.

THE BRUT CAR

A BONUS DEALWell market and sell packages of

Brut to attract new users and to

develop product loyalty. The packag-

es will include three Brut products:

cologne, body wash, and aftershave.Although it will be more expensive

than a single bottle of Brut, con-

sumers will see the value in the

bundled deal because of the multi-

ple products included. We estimate

the production cost for making

these bonus packs to be $50,000.

GIFTSET


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SALES FORCE PROMOTIONSWAYS TO MOTIVATE THE SALES FORCE TO SELL, SELL, SELL

MOTIVATION FOR REPRESENTITIVESAt the end of the six-month period,sales will be tallied by management

to determine who is deserving of

the grand prize. The winner will bebased on who accrued the highest

total sales. These totals will be pro-

rated and adjusted on a curve ac-

cording to how lucrative the markets

were that each representative sold

within. Sales for Rochester, NY, for

example, would be weighted higher

than in a city like Chicago. The grandprize is a two-week all expenses paid

trip for two to the Cayman Islands.

Bruts parent company, Unilever,will foot the bill for air fare, lodging

at The Ritz-Carton Grand Cayman,

a rental car, 3 meals per day, and

a $200 daily stipend to use on spa

treatments and other immenities.

The estimated value of the trip is

$10,500. The second place winner

will receive a $500 bonus and thirdplace will receive a $150 bonus.

Our representatives are essential.Their task will require high levels

of patience and determination. As

such, we want to properly motivated

and rewarded for their efforts. The

prospect of winning this vacation

should give the reps incentive to sell

Brut to new distributors.

It will be a tall order for Bruts sales

representatives to persuade both

retailers and consumers to become

excited about buying Brut once

again. These sales reps are on the

front lines of this campaign to re-in-

vigorate the brand. It will be their

jobs to establish Bruts credibility

as a cologne that is still viable and

attractive in todays marketplace.

Retailers may be skeptical, based

on the fading performance of the

brand in recent years. To overcome

those objections, our reps must be

highly motivated to continue fighting

to convince these retailers that Brut

cologne is a good fit for their stores.

To motivate the sales staff, it will be

necessary to initiate a sales force

promotion. We believe the best mo-

tivation tactic would be to have the

sales staff participate in a good-na-

tured competition to win a coveted

prize. For a six-month period (Jan.

1, 2014-June 30, 2014) our sales

representatives will attempt to form

as many agreements and contracts

with retailers as possible. As they do

so, they will be required to log each

contract into a master spreadsheet

that contains all of the sales made

to distributors during the contest

period (Honors system is in place

here when sales reps submit their

sales). In addition, receipts and

invoices must also be saved for

further proof of sale.


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TRADE PROMOTIONSPROMOTIONS TO APPEAL TO DISTRIBUTORS AND RETAILERS

We want our trade promotions to be appealing and effective. They need to maintain and uphold our mission which is

to position Brut as a classier mens fragrance. We will maintain trade promotions with manufacturers and resellers

that stay true to this positioning.

BUYING ALLOWANCEWe will offer a discount to our first time buyer resellers and discounts to anyone who buys large quantities. The dis-

count will continue if they match or increase their order next month/period/year. This appeals to sellers who do not

have our product on their shelves to expand our retail outlets and build brand awareness, while also creating brandloyalty with our current sellers.

THE BRUT BUNDLEWe will offer a bundle special featuring the 25 oz bottle. For $5 more our original fragrance will be bundled with our

brut aftershave and deodorant. This $15 value will be placed in an attractive kit that is perfect for gift giving. It will

allow the consumer experience some of our other less popular products as well as give them the opportunity for a

great deal. It will help reposition Brut as a classier brand not just something you picked up at the drug store.

IN-STORE DISPLAYSWe will set up a special event themed in-store

display in all department and retail stores

selling our products. It will utilize the to be

released Anchorman 2 movie where we will

play off the Brian Fantana Sex Panther scene

from Anchorman. It will feature a large card-

board cutout with Fantana and Burgundy hold-

ing Brut saying, The essence of a man. It willattract the a range of the male population and

work off the concept that a classy, well put to-

gether, successful man wears this fragrance. It

also ties in nicely with our spokespersona and

product placement tactics in the Anchorman

sequel. All of the materials for assembling this

display will be provided to department stores.


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BUDGETA BREAKDOWN OF ALL EXPENSES

TRADE PROMOTIONS

CONSUMER PROMOTIONS

PRODUCTION COSTS

SALES FORCE PROMOTIONS

TOTAL COST: $725,150TOTAL BUDGET: $750,000

37%

41% 21%1%

$300,000

$265,000 $10,150

$150,000


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MEET THE TEAM

MATT KELLYMatt Kelly is a Sport Media major at Ithaca College. Originally from the town of Livonia, Matt

has lived in upstate New York his entire life. He currently works as a producer for ICTV, a tutor

at the Ithaca College Writing Center and a writer for The Ithacan newspaper. Matt will be grad-

uating from Ithaca College at the end of December and plans to pursue a career in creative

writing in the coming years.

PAT STEPHENSONPat Stephenson is a senior Business Administration major with a concentration in Finance.

Pat was born and raised in Rochester, New York. He is an avid Buffalo Bills and Syracuse

University Orange fan. His hobbies include playing football for the Ithaca College Bombers and

snowmobiling.

EMILY FULLEREmily Fuller is a junior Integrated Marketing Communications major at Ithaca College. Emily

hails from Auburn, New York. She just recently finished her tenure as Design Editor of Ithaca

Colleges student newspaper, The Ithacan. She is the Advertising Chair of the student organi-

zation, Colleges Against Cancer of Ithaca College. After graduating from Ithaca, Emily hopes toenter into a career as an art director or editorial designer.

ALEC JOSEPHAlec Joseph is from Weston, Connecticut. Throughout his early childhood and into high school

Alec played baseball, basketball and golf. Alec now attends Ithaca College where he is pur-

suing a degree in Marketing. He will be graduating this coming May. After graduation, Alec is

looking forward to possibly starting his own business.

MIKE SHELDONMike Sheldon is a senior Marketing major at Ithaca College. He is originally from Ridgefield,

Connecticut. Mike recently finished his fourth and final year with the Ithaca College Bombers

football team. His hobbies include watching Netflix, playing sports and eating pasta.

Brut Sales Promotion Plan

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