Marketing Communications Proposal for Bulldog Natural Grooming
Marketing Communications Proposal for Bulldog Natural Grooming
1) INTRODUCTION
The UK men’s skincare industry was a £57 million a year industry in 2008 and is highly competitive. It is still a miniature market when compared to the women’s skincare revenue which was 10 times higher in the same time. (http://www.mintel.com/press-centre/press-releases/237/mens-skincare-market-just-doesnt-scrub-up).
It is under these circumstances that Bulldog was established by Simon Duffy and Rhodri Ferrier. Bulldog is a natural-skincare brand specially formulated for men. They have aimed at differentiating their product by the organic nature of the products where most of the competitor’s products included synthetic ingredients and by refraining from animal testing for which they were accredited by the BUAV (British Union for the Abolition of Vivisection). They are the only brand in the market currently with the accreditation. (http://www.buav.org/a/2009/12/23/257)
The aim of Simon Duffy is to get a Bulldog product into every bathroom in Britain and they aim to achieve this by positioning themselves as an ordinary brand for ordinary men. With the phenomenal growth experienced since the launch, it is now decided to further promote the Bulldog brand by investing in above the line promotions. The following is a marketing proposal which recommends the courses of action which needs to be undertaken in the promotion of the brand.
2) ROLE OF MARKETING COMMUNICATIONS FOR BULLDOG
The key role of communications is to spark a conversation between the organisation and its stakeholders especially the target audiences. This key purpose can be summarized through the acronym DRIP (Fill, 2006) which states;
Differentiate: Here the company aims at differentiating their product offers in order to establish a unique position in the consumers’ mind which acts as a competitive-advantage. Bulldog needs to differentiate itself from the largely synthetic male cosmetics by highlighting its
1) INTRODUCTION
The UK men’s skincare industry was a £57 million a year industry in 2008 and is highly competitive. It is still a miniature market when compared to the women’s skincare revenue which was 10 times higher in the same time. (http://www.mintel.com/press-centre/press-releases/237/mens-skincare-market-just-doesnt-scrub-up).
It is under these circumstances that Bulldog was established by Simon Duffy and Rhodri Ferrier. Bulldog is a natural-skincare brand specially formulated for men. They have aimed at differentiating their product by the organic nature of the products where most of the competitor’s products included synthetic ingredients and by refraining from animal testing for which they were accredited by the BUAV (British Union for the Abolition of Vivisection). They are the only brand in the market currently with the accreditation. (http://www.buav.org/a/2009/12/23/257)
The aim of Simon Duffy is to get a Bulldog product into every bathroom in Britain and they aim to achieve this by positioning themselves as an ordinary brand for ordinary men. With the phenomenal growth experienced since the launch, it is now decided to further promote the Bulldog brand by investing in above the line promotions. The following is a marketing proposal which recommends the courses of action which needs to be undertaken in the promotion of the brand.
2) ROLE OF MARKETING COMMUNICATIONS FOR BULLDOG
The key role of communications is to spark a conversation between the organisation and its stakeholders especially the target audiences. This key purpose can be summarized through the acronym DRIP (Fill, 2006) which states;
Differentiate: Here the company aims at differentiating their product offers in order to establish a unique position in the consumers’ mind which acts as a competitive-advantage. Bulldog needs to differentiate itself from the largely synthetic male cosmetics by highlighting its
Bibliography: a) Ankutse E. (2009), Bulldog Natural Grooming and Dave TV Collaborate, Ape to gentlemen – Male grooming blog, [Online] (Updated 26 August 2009), Available at: http://www.apetogentleman.com/?p=1267, [Accessed 9 June 2010] b) Brenchley S c) Chris S. (2010), Bulldog becomes first Fairtrade male grooming company, Hippyshopper.com, [Online] (Updated 15 February 2010), Available at: http://www.hippyshopper.com/2010/02/bulldog_becomes_1.html, [Accessed 9 June 2010] d) Doole, I e) Dowling G. R. (2004), “The Art and Science of Marketing”, Oxford University Press, p. 266 f) Fill, C k) Kurtz, D. (2010), Contemporary Marketing Mason, OH: South-Western Cengage Learning l) Rajagopal S m) Shimp, T. (2006), Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications. 7th edition. US: South Western College Publishing n) Smith P.R