Brut Deodorant Australian Target Market - Case Study Example

Brut Deodorant Name: Institution: Date: Introduction The product chosen for this assignment is Brut Deodorant. Brut deodorant is a personal care product developed and sold in the Australian market. It has long lasting deodorant protection that prevents the body odor without living a sticky residue. It ensures that the user has confidence as he or she interacts with other people. This is one of the products manufactured by Pharmcare. Other products manufactured by the company include Norsca, Bioglan, Nature’s Way, Rosken, Ease-a-Cold, Jbronze, and Redwin. It has taken time for Brut Deodorant to establish itself within the Australian market. It has not been easy and rosy for the management of the company. Despite challenges in marketing of the product, there has been tremendous growth in the market (Pestorius, 2006). The audit report of the Brut Deodorant in the market reveals the logistics of promotion of the product until it reaches the final destination to the consumers. Marketing campaign has played a good role in increasing the market share of Brut Deodorant stick and other makes tailored towards the needs of the consumers (Harker, 2009). Added advantage characteristics of the product and convenience that is added to the consumers’ life assures Brut Deodorant room in many people shopping lists. Brut Deodorant Australian Target Market The Brut deodorant targets the athletes that use the product after cleaning. People who often workout as a career or for health reasons sweat a lot making their bodies prone to wetness and odor. Brut deodorant is important when used after cleaning to give the customer confidence and make him or her smell fresh and exciting. There are various makes of the product that target individuals who either engage in vigorous activities making them to sweat a lot and those who engage in moderate activities hence sweating normally (Aaker, 2009). Brut deodorant stick targets the latter group while antiperspirant Brut makes target the former group. The range of flavors of the product targets different people in the market. Young men between the ages of 18 and 30 are targeted because of the vigorous activities that they engage in and some will prefer the antiperspirant version of the deodorant. When the youth work in the course of the day, their bodies become wet with perspiration that may produce annoying body odor that may irritate other people. Brut Antiperspirant Deodorant comes in handy to give the person confidence of interacting after having a shower and applying the product. There are both men fragrance and women fragrance (Griffin, 2010). The products also target workers who spent their entire day in office while interacting with other people. These people require Brut Deodorant for protection against bad odor and wetness. Different flavors of antiperspirant deodorant and deodorant sticks has been manufactured to cater for varying needs of consumers with regard to desired smell and power of the product. The marketing Mix The Product and its attributes Brut Deodorant is manufactured in Australia Warriewood, New South Wales; Australia and in New Zealand. It is a registered trademark of PharmCare Laborites Pty Ltd found on Jubilee Avenue. Brut deodorant is a single product within a product line of Pharmcare Company. The product has been chosen because it provides an opportunity to study a competitive product line where many international companies have ventured into. The deodorant is packed as a roll-on or as a spray. There are different flavors and makes that server various purposes according to the needs of the consumers (Mullin, 2010). Some of the varieties of the deodorant include Brut Antiperspirant Deodorant (Invisible force), Brut Antiperspirant Deodorant Ice Active, Brut deodorant spray original, Brut Antiperspirant Ultra Dry Spray, and Brut Antiperspirant deodorant 24Hr Ultra Dry. All these varieties have been made into roll-ons or sprays. A consumer has the liberty to choose what suits his needs and what is convenient to him or her. This is a convenience product that makes people work efficiently since they have the confidence of interacting with others. It makes someone smell good and boosts the self esteem of the user. The pressurized liquid of the product make it easier for consumer to use by pressing the knob on the tip container. The roll-ons dispense the product when rolled on the skin of the client. The antiperspirant deodorant meets the need of the consumer by preventing pores from underneath the arm to sweat. There are consumers who are not comfortable when they sweat during the day under their arms. Some people sweat profusely and the sweat run down their rib side to their pants or follow their arms hence embarrassing them. Sweating can make the shirt or any attire being worn to become dirty within a short time. The antiperspirant Brut Deodorant is specifically manufacturing for people with such needs and who desire to control their sweating. There are other versions of Brut Antiperspirants that the consumer can choose from. The varieties of antiperspirants have been tailored towards different needs of the consumers in the market (Aaker, 2009). Brut Deodorant Stick is more commonly used and it applies to people who do not sweat profusely but would like to smell nice and appear confident when meeting other people at close range. Brut deodorant stick does not cover the pores as the antiperspirant do instead it reacts with the sweat to make it odorless. Brut Deodorant is made of ingredients which include water, propyleneGlycol, Polyoxamine 1307, Sodium Stearate, Triclosan, Fragrance, and CI 19140, CI61570, and Aminomethyl propanol. These ingredients are not constant for all the flavors and different makes of the product. There are alterations and additions in order to attain the targeted purpose and fragrance of the product. Brut Ultra Dry provides 24 hour defense for sweat and odor. It keeps someone fresh and confident. The antiperspirant deodorant is specifically developed for men who are active and attacks wetness, perspiration and odor for the entire day. It makes someone dry and confident. Consumers are directly to shake well the container before use. The deodorant is held fifteen centimeters underarm and sprayed (Lee, 2010). The deodorant has high performance endurance formula for twenty-four protection with an energizing and masculine fragrance. The roll-ons are rolled on the skin under the arms. After a shower, Brut Deodorant is applied underarms only. The cap on the container has to be replaced immediately and tightly after use to avoid the product from losing its fragrance power. Users are cautioned against applying the deodorant on broken skin. Application has to be discontinued if an irritation or rash develops on the skin. The consumers are also cautioned to keep the product away from the reach of children. It can be fatal if children use the product for other purposes rather than what it is meant for (Yeshin, 2006). The smell, means of application and lasting abilities are the important attributes that consumers look for when choosing a deodorant. How the product works is also crucial. Many consumers are sensitive to their health and would not want to use something that puts them in a precarious condition or situation. Brut Deodorant is an effective brand that has been in the market for a long time. If it was not effective, then it would have phased out a long time ago. PharmCare Laboratories Pty Ltd is a signatory to the Packaging Covent in the last 7 seven years and has remained supportive to the National Packaging Covenant in efforts to ensure reduction in the amount of packaging waste getting into the environment using disposal through landfill. Pharmcare encourages and supports the shared responsibility of participants in the packaging, marketing, and supply chain in order to become active in conserving resources using improved product design, reuse and recycling of packaging materials and the application of recyclable materials in case where it is possible. There are different colors of the packaging that have been used to make the consumer differentiate between the different makes of the product (Klimchuk & Krasovec, 2013). Consequently packaging delivers differentiation. The packaging delivers the appeal to the consumers of the product. The product is differentiated into different sizes. It is packaged in tin containers with a range of quantities that include 75g and150g. The company raises awareness on the responsibilities to ensure environmental benefits in the packing requirements. The package and labels used are attractive and appealing to the consumers. Different labels and colors have been used for various flavors and makes of Brut Deodorant (Roncarelli & Ellicott, 2010). The product is the maturity stage of the Product Life Cycle since the various differentiations have encouraged new sales and a surge in profit. Pricing, distribution, and promotion strategies are consistence with the life cycle stage of the product. There have been increased efforts in the promotion of the product to create consumer awareness. Product Promotion The company has applied different marketing campaigns to attain the product awareness in the market with the aim of increasing the market share. The sales of the product depend on the promotion strategy being applied by the company. Promotion plays an important part in the product life cycle since it breathes life into the product (Mullin, 2010). The consumers will not be aware of the product without the product promotion through advertising, personal selling, word of mouth, customers’ testimonies, celebrities’ testimonials and endorsements, and offers during sales. Brut Deodorant has had its own share of hitches in its marketing campaign. An Australian commercial was sent by Kelebek for Brut Deodorant. In the commercial, a male robot changes various objects (a drink, a motorcycle) into ‘better’ versions that are more fitting of a super macho. A Barbie doll/woman is one of the improved items. The woman is like an object which can be modified and posed with his other belongings. The male is linked with heavy drinking, having hot women, driving powerful vehicle, and engaging in risky behaviors that partially explain why men in most industrialized countries have shorter live span. The commercial was pulled from being screened on television by the Advertising Standards Bureau after it was ruled that it was offensive to women. The commercial had to be changed in order to remove the woman as being one of the objects that was in the back of the vehicle. The Brut brand manager defended the advertisement claiming that the robot carried the woman with intense respect likened to someone carrying his bride. In another incident, the advertisement watchdog in Australia banned Brut Deodorant line because one of the occupants was not wearing a safety belt. The advert appeared too flirtatious and a man complained that it bordered on soft porn. However, Brut Deodorant has had other advertisement campaigns that have worked well. The marketing of Brut Deodorant has largely been done through television advertisements and print media (Lee, 2010). A huge budget of promotion has been through audio-visual means in the market. Newspapers and magazines have time to time carried photos and explanation of various makes and flavors of Brut Deodorant. Brut Deodorant is also advertised and sold on eBay.com website as well as Coles and Woolworth Supermarkets. Online selling for the company is prevalent like the case of eBay.com to sell the deodorant. Place The logistics of making the product reach the consumer are important in any chain of distribution management. The company uses large retailers and wholesalers to reach the final consumer in the market. The company’s products can be found in 3000 supermarkets outlets, 5200 pharmacies, department and many variety stores across the country. There are other outlets in hundreds which are found in Europe, America, and Asia. In Australia Woolworths and Coles Supermarket stock Brut Deodorant. The supermarkets have been chosen since they are popular and well known in Australia. The product is also sold online using eBay.com (Dent, 2011). Online sell is very convenient to those clients who would like the goods to be delivered at their door step. The distribution strategy supports the product life cycle. Price The company has used pricing as a way of differentiating the product successfully. There are different makes and flavors of the deodorant that retail at different prices. This provides an opportunity to the consumers to choose from the range of the same product that are available in chemists and supermarkets (Picard, 2005). It is also convenient for the consumers since the range of prices make it possible to choose a flavor or a make with regard to personal income or affordability of the product. Consumers can buy directly from the stores through online means where shipping costs are added or go in person to stores that stock the deodorant. Quantity PRICE $ Price+ shipping $ Brut Antiperspirant Deodorant (Invisible force) 150g 5.95 7.95 Brut Antiperspirant Deodorant Ice Active 150g 4.95 7.95 Brut deodorant spray original 150g 5.95 7.95 Brut Antiperspirant Ultra Dry Spray 150g 6.50 7.95 Brut Antiperspirant deodorant 24Hr Ultra Dry 150g 5.95 7.95 Brut Deodorant Stick 75g 5.95 7.95 Price is an effective strategy of competition as well as differentiation. The fact that Brut Deodorant can be priced differently according to flavors and sizes gives an opportunity to consumers to choose what suits them best (Golon, 2008). The competitors like Uniliver deodorants have their product just in the same range as Pharmcare Company. Competitive advantage Pharmcare is an Australian based company and has an advantage of having first hand information about the consumer needs in Australia. Understanding the needs of the customers is important to any company that anticipates growth. The company has acquired stagnant brands from other international companies and breathed life into them. The company prides itself with meeting customers’ needs and adapting to a fluid market. PharmCare is diligently flexible and rolls with punches. The company maximizes on innovation. The company analyses different markets and narrows down on market niches or uses major product launches (Griffin, 2010). The company has successfully used acquisitions to expand its operations and market within Australia and internationally. Brut Deodorant has been in the market for a long time and consequently there are many people who can identify with it. The brand has endured stiff competition from other brands and is still ranked among the popular brands in Australia. Popularity of a brand comes with consumer loyalty that ensures that any company has a base of making huge profit margins. Beauty and health products has realized increasing demand as the whole nation focus their attention to living healthy owing to increasing life style diseases. Many people are toning their bodies as they become more concerned about unbearable weight (Kurtz, 2010). When people workout, they wind up in the shower and use Brut Deodorant in refreshing themselves thereafter. Health and beauty care products have been on demand owing to some of these reasons. The prices of the deodorant provide the consumers with a variety to choose from. The quality of the product is undoubtedly impressive. The success of the PharmaCare PharmaCare is a company in Australia having a fascinating range of beauty and health brands. The company is innovative and competes favorably with other beauty and health product companies in the world. Brut Deodorant is a body-care brand that is famous in Australia. The company has other products that include sun care, health footwear, premium skin care, weight loss products, natural health foods and supplements (Paley, 2007). The company was founded in 1985 and it has gone through a growth phase over the twenty years period. The brands of the company are sold global in over forty five countries. The company takes advantage of any opportunity available in the market without wasting time. Unlike large multinationals that take a bit longer to push products into the market, being a privately-owned company, Pharmcare can nimbly examine the needs in the market and act with speed in the fast-paced environment. This is competitive advantage to the company since important decisions are made within the shortest time possible and subsequently implemented. The company encourages new ideas and innovation as opposed to applying a top-down approach where workers and departments have take orders from above (Kotler & Burton, 2009). The involvement of employees in decision making as well as overall satisfaction in the workplace is an added advantage to the company that is geared towards ensuring a healthy lifestyle. Pharmcare is committed to seeing a healthy nation where workers are eager to get to the place of work. Conclusion Brut Deodorant is a product in a competitive product with other international brands fighting for the same market. Despite the stiff competition Pharmcare company has worked hard to ensure that the product retains its place in the market. The promotion and price strategy of the company creates awareness and appeal for the product. The product has been differentiated to cater for different needs of consumers in the market and their purchasing power. Packaging plays an important role in boosting the attractiveness of the product. Distribution strategy is geared towards ensuring that the product reaches the final consumer. The company has to ensure that Brut Deodorant remains competitive in the market. References Aaker, D.A. (2009). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, Sydney: Simon and Schuster. Dent, J. (2011). Distribution Channels: Understanding and Managing Channels to Market, London: Kogan Page Publishers. Griffin, R.W. (2010). Fundamentals of Management, New York: Cengage Learning. Golon, A.S. (2008). Visual-spatial Learners: Differentiation Strategies for Creating a Successful Classroom, New Jersey: Prufrock Press Inc. Harker, M. (2009). Marketing: An Introduction, New York: Financial Times Prentice Hall. Klimchuk, M.R., & Krasovec, S.A. (2013). Packaging Design: Successful Product Branding From Concept to Shelf, London: John Wiley & Sons. Kotler, K. & Burton (2009). Marketing Management, Pearson Education Australia: Frenchs Forest. Kurtz, D. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning. Mullin, R. (2010). Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, London: Kogan Page Publishers. Lee, J. (July 9, 2010). Stink over ‘sexist’ Brut ad: complaint upheld…because bloke’s not wearing seatbelt, Sydney Morning Herald, retrieved on 4th Aug, 2013 from: http://www.smh.com.au/lifestyle/beauty/stink-over-sexist-brut-ad-complaint-upheld--because-blokes-not-wearing-a-seatbelt-20100709-103ek.html Paley, N. (2007). The Marketing Strategy Desktop Guide, Thorogood Publishing. Pestorius, M.J. (2006). Applying the Science of Six Sigma to the Art of Sales and Marketing, New Delhi: ASQ Quality Press. Picard, R.G. (2005). Media Product Portfolios: Issues in Management of Multiple Products and Services, London: Lawrence Erlbaum. Roncarelli, S. & Ellicott, C. (2010). Packaging Essentials: 100 Design Principles for Creating Packages, London: Rockport Publishers. Yeshin, T. (2006). Sales Promotion, Melbourne: Cengage Learning EMEA. Appendix Time Schedule ACTIVITY/WEEK Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Secondary information search Visiting the company’s plant Researching on the company’s promotion in media Visiting retailers stocking company’s products. Comparing competitors prices and advertising strategy Compiling and writing the report Sample of Beauty and health products Read More