Alleen Avendano, Arl engber, Lrln ShlnLaku, !ake 8yrnes & Melllsa Woodma n -&./0-1/ Asked Lo develop a new body-wash for lrlsh Sprlng's, we developed a concepL LhaL remalns conslsLenL wlLh lrlsh Sprlng's currenL brand lmage whlle relnvlgoraLlng Lhe brand. 1hls reporL lncludes prlmary and secondary markeL research, compeLlLlve analysls, producL and brand lnnovaLlon, and promoLlonal sLraLegles. A Natural Progression
The project to rebrand and market a new Irish Spring product line has been a journey for our team. We started with many different ideas, and, after much deliberation, narrowed it down to our favorite, which we called the Man Cave.
After doing some market research we found that our target consumers believed that the idea was too similar to the marketing strategy of Old Spice. After some discussion on the root essence of the Man Cave idea, we decided to change tracks and came up with a new concept for Irish Spring called No- Nonsense. It is a product for a man who does not need to validate his masculinity with an overly sexualized body wash. No-Nonsense was not the idea we had originally intended on presenting, but we feel it is a natural progression from the essence of what our Man Cave idea was centered around a man who doesnt mess around; he is already confident and wants to get in, get out, and get clean. With our slogan Get in, Get out, Get clean, we plan to convey our message of what a real mans shower experience is all about.
Introducing !"#!"$%&$%& by Irish Spring
Get in. Get out. Get Clean.
The No-Nonsense line by Irish Spring includes a body wash and a shaving cream/face wash two-in- one. The unique selling proposition for this new line is the idea that it caters to the no-nonsense man who does not want more than a couple of products in his shower at once. This concept is also a stark contrast to the current body wash products in todays marketplace, such as Axe and Old Spices use of sexual appeals. Considering the over-the-top marketing campaigns both of these brands have recently launched, a simple no-nonsense product will appeal to the man who doesnt believe he needs a body wash to get lucky. He is already confident in the man he is.
Competition
The main competitors are Axe, Old Spice, and Dove+Men. Axe by Unilever is positioned as a masculine brand for younger men who want to get the girl. Unilevers Dove Men+Care is a brand that has positioned itself as a specialized body wash for all skin types. Their primary claim is that their body wash is a masculine product based on the science of skin care. Lastly, Old Spice, owned by Procter & Gamble, has the unique selling proposition of using a variety of exotic scents in addition to their classic line of products that carry a loyal following.
Target Market This new product is based upon the target individual Jack presented by Colgate Palmolive for the new Irish Spring body wash. Jack is a 24 year old, single, working- professional who lives in Chicago making roughly $55,000 a year. He is committed to his work and his future as a lawyer, but always makes time to work out and hang out with his friends. On weekends he can be found golfing, playing pool at a friends house, and drinking Dos Equis, as these are his mains AIOs.
Jack was raised on the idea that you should stick to quality brands and is drawn to no-frills products that make his life easier. While value and quality are his two major considerations, he enjoys products with simple aesthetics that fit well with his no-nonsense lifestyle. He used to identify with Old Spice, but has recently found himself deterred by the abundance of that products options and over-the-top commercials. He is looking for a simple body wash to get him clean and on his way. Jack is already confident in his masculinity and does not need body wash to get lucky; he makes his own luck.
Jack will be drawn to Irish Springs No-Nonsense message because he identifies with the concept that men who are masculine and self-confident dont need an over-the-top body wash to attract women. He understands that no amount of money can ever buy a magic potion to help him get lucky; Jack already has the confidence he needs. He simply wants a quality brand product that gets him clean. He will be enticed by this product because it caters to the determinant attributes he looks for in a body wash. He is drawn to the value provided by the price and convenience of the line, as well as the simple aesthetics of the products design. Lastly, he will be drawn to Irish Spring because it is an established brand known for its simple message and fresh smells.
Market Research In our research we asked product usage questions and found that 81% of our respondents typically spend 10-15 minutes in the bathroom each morning, including showering. This research supports our product idea that our target market doesnt want to spend a lot of time in the shower. Body wash is not necessarily in consumer's consideration set and is not a product that men will put a lot of effort into when they buy it. Our research also indicated 62% would only drive 1-2 miles to buy body wash. This information tells us that we need to be able to supply Irish Spring in many retailers because our target market will only be willing to travel a very short distance to purchase it.
In order to test our ideas with our target market we created an online survey using Qualtrics. All of the polled individuals were males, aged 20-30. The pool of questions was mixed between open ended and multiple choice. The variance of question types provided us with a wider range of information that ultimately allowed us to test the reaction of our consumers to our original concept of: Man Cave. One of the most insightful questions we asked read: Does this product have a unique position in comparison to other current brands of male body wash? In response, one man identified that the concept of non-sexualizaiton was unique, as: it evokes manliness and looking at the "inner man" rather than how to get lucky with girls (Axe) or get noticed by girls (Old Spice). While reading the open ended responses of our survey, we realized that our target market saw the over- exaggerated idea of adding extra manly touches to a guys shower as too over the top for the no-nonsense man we were trying to target. We also came to realize that the man cave concept was working more as a marketing campaign tailored to Old Spice rather than a line of new body wash for Irish Spring. Seeing these limitations of our original idea, we were able to peel back all the unnecessary layers we had added and streamline our no-nonsense product line.
Due to Irish Springs small market share within the current body-wash market, rebranding will be easier, as consumer perceptions of the brand are weak in this particular product category. However, due to strong overall brand awareness, people still perceive Irish Spring as a classic male brand with an authentic scent. This leaves Irish Spring in a perfect position to capitalize on an already strong brand concept as classic, simple and manly by reinvigorating the brand with a new product. Marketing Strategy In terms of marketing strategy, we have a few recommendations we think would be best for the overall sales of this product.
According to our survey, the average price that our respondents would be willing to pay for this body wash is around $4.49. We feel, however, that the best price for this body wash should be $3.50. We settled on this price because it is less expensive than the competitors, but not so cheap that consumers will view it as detracting from its brand equity. We also think it would be best to hold off on the in-store sales of Irish Spring. We want to strive to keep the price relatively consistent in each of our markets. This allows men to walk into any location where Irish Spring is sold and not be shocked by a price difference resulting in fewer brand-switchers.
When it comes to locations where we believe No- Nonsense should be sold, our recommendations include: Target, Walmart, CVS, and Walgreens. The premise for this decision comes from research stating, the Male Isle... cater[s to] mens get-in and get-out shopping mindset. (Veiders, 2011) We would also like to sell No-Nonsense at Costco but packaged as a box set including the body wash and the face wash/shave gel two-in-one. Also, women frequent these stores and are often the decision maker for household goods, therefore this is a strategic place to reach both the target market and other influential decision makers within this particular product category.
In order to invigorate our target consumer into trying our new product we will start out with in store point of purchase marketing. The promotional display on the right would be positioned as an isle end display aimed at grabbing consumers attention visually, as the display would be made of real wood. While this strategy would have significant overhead costs, considering that Irish Spring is saving money by not purchasing televised ads or national print campaigns, it is reasonable to allocate money towards in- store displays, especially considering that some studies have found that up to 70 percent of purchase decisions are made in the store. (Belch, 2011). We also want to sell No- Nonsense body wash on store shelves with an on-package sample of the shaving cream/face wash. This will entice our consumers to try both the new Irish Spring body wash and the shaving cream/face wash. Irish Spring has historically been positioned as a value brand. Keeping this in mind, we still want to appeal to the price conscientious consumer therefore we will be offering an in-store coupon that will be tied-in with a point of purchase display.
Another promotional strategy we devised centers around social media. Jack and the target demographic are young and tech savvy, and are therefore likely to be reached through and influenced by via social media. Our social media strategy includes (but is not limited to) a meme campaign centered around strategic spokespeople. As spokespeople for No- Nonsense, Clint Eastwood, Liam Neeson, and Bear Grylls are a perfect aspirational reference group for our target consumer. Encouraging the consumer to interact with the brand directly will ultimately engage people with the brand and the concept of No-Nonsense, ultimately spreading awareness. Social media utilized for this campaign will include: Facebook page, Twitter profile, Youtube channel, Instagram, an
Lastly, we would also like to promote Irish Spring at events like mud-runs, Celtic festivals, and Highland games across America. These events appeal to Jack, as he is an active man who is confident and enjoys accomplishment, therefore having a presence would reinforce the new brand concept. Also, mud-runs provide a strategic opportunity to provide men with a cleaning solution when theyre dirty. Promotional samples should be given out at these events.
Summary Given our competitive analysis and primary and secondary research, we believe that No-nonsense by Irish Spring has the potential to gain a strategic brand position and ultimately innovate the male body-wash market.
References
A. Baer and V. Tsaklangos, personal communication, February 12, 2012 Belch, G. & Belch, M. (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York, NY: McGraw-Hill. Veiders, C. (2011, January 3). MALE PROWESS. Supermarket News, 59(1). Retrieved from http://bi.galegroup.com.libproxy.sdsu.edu/essentials/article/GALE%7CA245783813/a65394f ddf07da3424c3f65967739592?u=csusd
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