Strategia marki: analiza rynku dezodorantów w CEE i WEMEA oraz budowa nowej marki Brand strategy: analysis of deodorants market in CEE and WEMEA and building new brand

2. STARBRANDS
—
Marki Dezodorantów Dla Mężczyzn
Brands Of Male Deodorants
© Starbrands / 2013

3. STARBRANDS
—
Czy jest miejsce na nową markę?
Is there a place for a new brand?
© Starbrands / 2013

4. © Starbrands / 2009
Deodorants
MARKET
SIZE
$6.7
billion
$1,6 billion
(24%)
$5,1 billion
(76%)
Żródło: Euromonitor, 2008

5. © Starbrands / 2009
Spray Deodorants
MARKET
SIZE
$3.84
billion
$0,65 billion
(16%)
$3,19 billion
(84%)
Żródło: Euromonitor, 2008

6. © Starbrands / 2009
Male Deodorants
MARKET
SIZE
$2.13
billion
(32% of total deos)
$0,57 billion
(17%)
$1,56 billion
(83%)
Żródło: Euromonitor, 2008

7. © Starbrands / 2009
Spray Deodorants
FUTURE OF
MARKET
___Deodorant sprays market is
going to grow by over 5% (CAGR)
till 2012 in EMEA.
___Male deodorants market is
going to grow by nearly 7%
(CAGR) till 2012 in EMEA.
Żródło: 2007 value shares, Euromonitor

8. © Starbrands / 2009
Spray Deodorants vs Roll-ons
FUTURE OF
MARKET
2012
2004
+6ppt
Roll-ons
21%
27%
Growth at the cost of
deo creams, sticks
and wipes.
0ppt
Sprays
57%
Żródło: 2007 value shares, Euromonitor
TOTAL: 78%
57%
TOTAL: 84%

9. © Starbrands / 2009
Spray Deodorants
FUTURE OF
MARKET
___Body Sprays constitute the biggest deodorant format representing almost 60% of
deodorants net in EMEA and WEMEA and 50% in CEE.
___Roll-ons are the most dynamically growing segment in EMEA, WEMEA and
especially in CEE where it grew 2 times faster than body sprays growing its net
share in deodorants at expense of body sprays.
Żródło: Euromonitor, 2008

10. © Starbrands / 2009
Deodorants market by country
Sales value of total deodorants category in mn. USD (2007)
1800
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1564
1600
1400
1200
1000
814,1
800
600
513
400
282,3
200
Sub-segments contribution to total deodorants
5%
7%
15%
15%
24%
32%
32%
27%
17%
45%
78%
63%
59%
58%
23%
Poland Russia Turkey
K
Aerosol sprays
___Key market in Europe for deodorants is UK.
___ Contribution of sprays is also the highest in UK.
Żródło: Euromonitor
R
us
si
a
Tu
rk
ey
UK
Po
France
U
0
la
nd
116,2
Fr
an
ce
MARKET
POTENTIAL
Roll-ons
Other

11. © Starbrands / 2009
Usage habits by country
MARKET
POTENTIAL
100%
100%
90%
80%
% of women who use deodorants
% of women who use perfumed body
sprays
90%
97%
88%
79%
80%
71%
70%
70%
60%
60%
50%
40%
30%
40%
43%
20%
20%
21%
74%
62%
58%
50%
30%
28%
90%
17%
10%
40%
40%
30%
20%
10%
0%
UK
Russia
Ever
Poland
Daily
Turkey
0%
UK
Russia
Ever
Poland
Turkey
Daily
___Usage data confirm that the highest popularity of this category in UK.
___ From other markets Poland seems to be the closest to western pattern .
Żródło: Consumer Strategy Study

12. © Starbrands / 2009
Usage habits by country
% of men using different types of deodorants
% of men using deodorants
Spray
**
*
Po
la
nd
Sp
ai
n
Fr
an
ce
U
K
90%
80%
77%
80%
65%
65%
70%
63%
60%
51%
44%
50%
42%
36%
40%
28%
26%
26%
30%
22%
16%
20%
9%
10%
0%
G
er
m
an
y
Daily
Po
la
Ever
nd
**
*
20
08
(o
nl
in
e)
n
Sp
ai
G
er
m
Fr
an
ce
an
y
K
100%
100% 89%
85%
85%
83%
90%
77% 75% 75%
80%
71%
70%
55%
60%
50%
40%
30%
20%
10%
0%
U
MARKET
POTENTIAL
Roll-on
Stick
___ Usage data confirm that the highest popularity of this category is in UK.
From other markets Poland seems to be the closest to UK pattern.
___ Sprays most popular form in UK and Poland.
*** Poland – data from on-line survey does not fully reflect Polish male population as sample was urban, 14 – 50 y.o.. It is also somehow skewed towards better educated people
Żródło: Mintel / On-line study for Poland

13. © Starbrands / 2009
Body Sprays Market
MARKET
FRAGMENTATION
14,6%*
…and more
Żródło: Euromonitor (based upon 2007 value shares)

14. © Starbrands / 2009
Market Players by Region
KEY MARKET
PLAYERS
WEMEA
EMEA
11
CEE
11
11
12,4%
0,7%
9,9%
12,9%
13,0%
22
33
33
2,3%
1,4%
0,6%
2,84%
22
55
55
0,03%
55
4,95%
44
1,39%
2,6%
44
1,77%
1,1%
44
0,03%
13,4%
33
2,4%
2,3%
13,4%
0,9%
0,62%
0,09%
2,82%
2,43%
0,0%
0,0%
1,07%
22
1,87%
Żródło: Euromonitor (based upon 2007 value shares)
0,29%

15. © Starbrands / 2009
Market Players in CEE
KEY MARKET
PLAYERS
CZECH REP.
POLAND
55
44
33
9,5%
11
ROMANIA
8,8%
55
11
23,6%
5,9%
6,0%
44
23,1%
55
8,4%
22
6,6%
22
2,5%
17,2%
22
33
14,9%
11,8%
11,2%
33
44
7,4%
11,6%
11
17,6%
3,5%
Żródło: Euromonitor (based upon 2007 value shares)

16. © Starbrands / 2009
Sales & Shares
KEY MARKET
PLAYERS
EMEA
Val. share change
WEMEA
Sales val. change
06 vs 05
07 vs 06
06 vs 05
+0.2ppt
+0.4ppt
+6%
+10
%
+0.31ppt
-0.03ppt
-0.01ppt
-1%
+4%
+0.2ppt
-0.1ppt
+5%
+0.ppt
+0.05ppt
+0.0ppt
+0ppt
+0.04ppt
07 vs 06
Val. share change
06 vs 05
07 vs 06
CEE
Sales val. change
Val. share change
Sales val. change
06 vs 05
07 vs 06
06 vs 05
07 vs 06
06 vs 05
07 vs 06
+0.52ppt
+6%
+9%
+0.02ppt
+0.2ppt
+8%
+21%
-0.05ppt
+0.0ppt
-1%
+4%
+0.01ppt
+0.0ppt
+33%
+0%
+0%
+0.01ppt
-0.17ppt
+4%
-2%
+0.09ppt
+0.0ppt
+10
%
+7%
+4%
+8%
-0.02ppt
-0.03ppt
+2%
+3%
+0.0ppt
+0.25ppt
+7%
+13%
-0.01ppt
+3%
+4%
-0.01ppt
-0.03ppt
10%
+46%
-0.05ppt
+0.01ppt
+4%
+8%
+0.0ppt
+4%
+4%
+0.03ppt
+0.03ppt
+5%
+6%
-0.08ppt
-0.11ppt
25%
-52%
+0.04ppt
+8%
+10
%
+0.03ppt
+0.02ppt
+10%
+8%
+0.0ppt
+0.04ppt
+6%
+11%
+0.02ppt
+5%
+8%
+0.05ppt
+0.06ppt
+5%
+8%
-0.04ppt
+0.01ppt
11%
+10
%
-0.01ppt
+0.01ppt
18%
+17%
-0.2ppt
+0.01ppt
10%
+8%
+0.1ppt
Żródło: Euromonitor
+0.04ppt
+0.3ppt
+5%
+8%
+0.15ppt
+0.27ppt
+4%
+7%
-0.1ppt
+0.41ppt
+6%
+11%

17. © Starbrands / 2009
Spray Deodorants
MARKET
POTENTIAL
Is there a place for a new brand?
Yes, there is:
___Market Size = $1.2 billion
___Market Is Growing
___Market Is Fragmented

18. STARBRANDS
—
Jaką strukturę ma rynek dezodorantów męskich?
How is male fragrance market organized?
© Starbrands / 2013

19. © Starbrands / 2009
Male Deodorants
MARKET
FRAGRANCE COSMETICS FOR MEN
PERFUMES
EDT
DEODORANTS
Spray
Used mainly for
fragrance
Stick
Roll-on
Used as anti-perspirant

20. © Starbrands / 2009
Male Deodorants
MARKET
OFFER
8-18
SKU
Wide
WIDTH OF OFFER
11
SKU
8-10
SKU
6-10
SKU
Mid
6 SKU
6 SKU
6-8
SKU
4 SKU
3-4
SKU
3-4
SKU
1-3
SKU
1-2
SKU
Low
Anti-perspirant
Anti-perspirant & refreshing deodorant
Fragranced deodorant & antiperspirant
PRODUCT FORMAT
Żródło: Own assessment
Perfumed deodorant

21. © Starbrands / 2009
Male Deodorants
MARKET
OFFER IN
WEMEA
Premium
( > $7)
Mass
($4 - $7)
Value
( < $4)
Żródło: 2007 Euromonitor, Internet

22. © Starbrands / 2009
Male Deodorants
MARKET
OFFER IN
CEE
Premium
( > $6)
Mass
($3 - $6)
Value
( < $3)
Żródło: 2007 Euromonitor, Internet

23. © Starbrands / 2009
Male Body Sprays
MARKET
OFFER BY
PACKAGING
___ Avon PRO packaging seems to be the least energetic, dynamic, modern
and eye-catching than competitive ones.

24. STARBRANDS
—
Kto kupuje i używa dezodorantów męskich?
Who buys and uses male deodorants?
© Starbrands / 2013

25. © Starbrands / 2009
Male Body Sprays
USAGE
HABITS IN
POLAND
% of men using (most often) different types of deodorants by
age groups
% of men using (regularly) different types of deodorants by
age groups
100%
93%
10%
90%
19%
21%
28%
11%
30%
24%
70%
76%
13%
14%
18%
50%
50%
44%
40%
79%
45%
39%
36%
52%
48%
25-34
35-44
49%
46%
41%
37%
33%
69%
65%
61%
78%
71%
6%
19%
60%
30%
82%
80%
80%
23%
23%
20%
10%
0%
Total
14-19
spray
20-24
roll-on
other
45-50
Total
14-19
20-24
spray
25-34
roll-on
35-44
45-50
stick
___ Sprays dominate in age groups 14 – 19 y.o. and 20 – 24 y.o.
___ Among 25+ despite still high usage of sprays popularity of other forms is
growing.
Źródło: Poland, on-line study 2009

26. © Starbrands / 2009
Male Body Sprays
USAGE
HABITS IN
POLAND
UK
100%
13%
8%
6%
POLAND
7%
10%
15%
80%
36%
16%
52%
21%
90%
47%
18%
15%
11%
15%
33%
less often
43%
70%
46%
45%
60%
49%
50%
51%
56%
34%
33%
32%
25 - 34
35 - 44
45-50
54%
53%
once a day
40%
30%
20%
56%
61%
51%
42%
45%
31%
more than once
a day
33%
37%
28%
10%
0%
total
15 -19
20 -24
Source: Mintel, base = category users
25 - 34
35 - 44
45+
total
14 -19
20 -24
Source: POLAND On-line study
___ In UK % of men who are using deodorants more often than once a day is higher
than in Poland. In youngest groups 15 – 24 significantly higher that among total
men.
___ In Poland usage frequency is similar across all age groups.

27. © Starbrands / 2009
Fragranced Deodorants vs Anti-perspirants
USAGE
HABITS IN
POLAND
% of men using (most often) different variants of deodorants by age groups
100%
10%
12%
90%
21%
7%
80%
70%
8%
9%
4%
7%
7%
5%
7%
8%
6%
12%
11%
26%
9%
23%
4%
6%
23%
60%
50%
I don`t know
11%
7%
5%
23%
5%
13%
neutral, fresh fragrance
NO AP
18%
21%
fragrance free with AP
27%
40%
intensive fragrance NO
AP
30%
20%
42%
43%
47%
38%
35%
41%
intensive fragrance
with AP
10%
0%
Total
14-19
20-24
25-34
35-44
45-50
neutral, fresh fragrance
with AP
___ Men in all age groups definitely prefer deodorants with anti-perspirant benefits.
___ The most preferred in all age groups are those with fresh, neutral fragrance.
___ Deodorants with intensive, strong fragrance slightly more often used by
teenagers.
Źródło: Poland, on-line study 2009, base = category users

28. © Starbrands / 2009
Are Deodorants Substitution for EDT/EDP/Perfumes?
USAGE
HABITS IN
POLAND
% top 2 boxes
Total
14-19
20-24
25-34
35-44
45-54
I like deodorants with intensive fragrance, because I
often use it as perfumes
34%
37%
36%
31%
34%
27%
I usually use deodorant with perfumes, that`s why
prefer neutral fragrance deodorant
34%
25%
34%
35%
39%
43%
I don't like deodorant with intensive fragrance, that
is why I use neutral fragrance deodorant with antiperspirant benefits
44%
45%
42%
46%
38%
47%
___ 34% of men agree that often use deodorants as a substitute of regular fragrance.
This percentage is somewhat higher among younger 14 – 19 y.o. and 20 – 24 y.o.
___ In age groups 25+ higher percentage of those who prefer neutral scents.
Źródło: Poland, on-line study 2009, base = category users

29. © Starbrands / 2009
Deodorants / Body Spray
REASONS
FOR BUYING
Nicest smelling
Most effective
Longest lasting protection
Most skin friendly
80%
70%
60%
50%
40%
30%
20%
10%
0%
15- 24
25 - 34
35 - 44
45 - 54
55 - 64
65 +
All
___ Attribute „nicest smelling” most important for youngest users of deodorants,
decreasing with age.
___ Longest lasting protection and effectiveness 2nd and 3rd position in purchase
reasons ranking.
Źródło: Mintel

30. © Starbrands / 2009
Deodorants / Body Spray
WHO BUYS
Attitudes to buying deodorants among Polish men
Attitudes to buying toiletries among UK men
100%
90%
80%
37%
32%
32%
38%
28%
18%
60%
35%
20%
42%
15%
14%
12%
18%
26%
12%
70%
30%
61%
39%
11%
15%
12%
50%
40%
52%
10%
23%
60%
40%
40%
30%
14%
70%
35%
29%
90%
80%
29%
70%
50%
100%
13%
34%
35%
78%
64%
73%
67%
62%
20%
10%
10%
0%
0%
total
15 -19
I buy myself
20 -24
25 - 34
I buy for HH
35 - 44
45+
Someone else buy
total
14 -19
By myself
20 -24
25 - 34 35 - 44
With other person
45+
Other person
___ For both markets we see mixed approach – men purchase by themselves vs
other people purchase for them. Most independent in decision making processes
are men from group 20-24 y.o..
___ In UK also teenagers seems to be independent compared to total. Both UK and
Poland among teenage groups 30% those for whom others are involved in
purchase.
Źródło: Mintel for UK / on-line survey for Poland

31. © Starbrands / 2009
Male Deodorants
CHOICE
PATTERN
MEN who declared that someone else purchase for them
Total
14-19
20-24
25-34
35-44
45-54
I choose brand by myself and let other person
know what exactly I want
17%
25%
15%
23%
4%
10%
I choose brand with a person, who buys for/with
me
12%
12%
32%
31%
44%
52%
Person, who buys for/with me deodorant, knows
which brands I like and choose from them
something for me
31%
18%
37%
36%
33%
38%
I tell other person that I need a deodorant and
she/he chooses brand for me
14%
32%
9%
8%
10%
0%
___ Despite the fact that someone else purchase for them, more than 25%
teenagers declare that they decide about brand's choice by themselves.
___ However also among teenagers the highest share of those who let other person
choose the brand – 32%.
Źródło: On-line survey for Poland, BASE: Men purchasing together with someone or for whom other person purchase

32. © Starbrands / 2009
Male Deodorants
WHO BUYS
FOR THEM
MEN who declared that someone else purchase for them
90%
82%
80%
70%
65%
57%
60%
50%
50%
39%
39%
40%
27%
30%
20%
10%
13%
10%
8%
2%
10%
4%
20%
17%
12%
16%
11%
16%
9%
5%
0%
0%
Total
wife/partner
14-19
male friend
mother
20-24
female friend
25+
father
other person
___ Purchasing by mothers is more popular in younger age groups 15 – 24 y.o..
___ In older age groups this role is taken by wife/partner.
Źródło: On-line survey for Poland

33. © Starbrands / 2009
Male Deodorants
DECISION
MAKING
% top 2 boxes
Total
14-19
20-24
25-34
35-44
45-54
I have a very specific taste for deodorants thus I don`t
like when someone is choosing them for me, giving as
a gift
38%
34%
32%
38%
47%
49%
Deodorant for me is like average personal hygiene
product thus it is not so important who is choosing
and buying this for me
38%
45%
31%
39%
41%
31%
I would never allow my wife/girlfriend to buy
deodorant for me
17%
17%
16%
16%
17%
22%
I would never allow my mother to buy deodorant for
me
35%
26%
37%
36%
43%
39%
___ Despite the fact that young consumers seems to be relatively independent it seems that
they accept purchase of deodorants via others (incl. women)
– 45% agree that deodorant is average personal hygiene product – it is not so important
who buys it
– Teenagers – only 26% definitely reject purchase by mothers
___ Potential for companies such as Avon! -- > especially gifting occasions.
- Women working as „brands ambassadors” (organise first purchase, invite to the
brand, than if the product is fitting male preferences they can use and become loyal
consumers)
Źródło: On-line survey for Poland

34. © Starbrands / 2009
Most Often Used Brands of Male Deodorants
Used past 6 months
Used most often
100,00%
90,00%
80,00%
70,00%
60,00%
59%
50,00%
38%
31%
26%
24% 20%
20%
14%
13% 12% 12% 10% 10%
8%
6% 8% 6% 8% 3%
2% 2% 4% 1% 2% 5% 5% 4%
1% 1% 1%
40,00%
30,00%
20,00%
10,00%
Sp
ic
e
Bo
nd
Pu
m
a
Ro
ut
e
66
Bi
-e
Ca
s
lv
in
Kl
ei
n
ss
O
ld
o
Bo
on
Av
H
ug
Fa
R
Ax
ex
e
on
a
M
en
ST
R
8
Ni
ve
a
G
ille
tte
s
0,00%
Ad
id
a
MOF
BRAND
USAGE
___ Consumers declarations confirms strong position of Adidas.
___ Axe is on the 5th position in the ranking with 20% users / 6% using it most often .
Źródło: On-line survey for Poland

35. © Starbrands / 2009
Most Often Used Brands of Male Deodorants
MOF
BRAND
USAGE
AXE
90%
77%
80%
70%
60%
59%
58%
53%
40%
38%
31%
30%
20%
24%
20%
20%
31%
27%
26%
23%
21%
12%
36%
31%
28%
26%
25%
39%
36%
34%
22%
20%
19%
15%
23%
26%
23%
15%
14%
10%
9%
10%
51%
44%
50%
46%
50%
7%
8% 8%
8%
0%
total
14-19
Adidas
20-24
Nivea
Gillette
25-34
STR8
Axe
35-44
Rexona Men
45+
Avon
___ Adidas is top brand across all age –groups. The highest usage in youngest groups
14 – 24 y.o.
___ Axe more often than in other groups used by 14 – 19 y.o. (31%).
Źródło: On-line survey for Poland

36. © Starbrands / 2009
Male Deodorants
USERS
PROFILE
After Shave Lotions (data from Pro project),
Avon, Lynx users by age groups
AGE profiles of deodorants users
100%
40%
11%
90%
35%
80%
30%
23%
16%
20%
60%
15%
50%
10%
30%
25%
40%
5%
0%
26%
70%
25%
2%
2%
4%
9%
0%
15-19
Category 10%
6%
Avon
20%
Lynx
30%
34%
20-24
11%
2%
18%
25-34
16%
9%
16%
Source: TGI (Pro analysis)
35-44
16%
10%
10%
45-54
15%
10%
10%
55-64
15%
28%
13%
65+
18%
35%
12%
23%
20%
10%
56%
26%
38%
33%
6%
22%
13%
0%
Total
Adidas
14 - 19
20- 24
Axe
25 - 34
35 - 44
Avon
45 - 50
Source: On-line survey for Poland
___ In UK Youngest customers (15 – 24 y.o.) are heavily targeted by LYNX while Avon
users are more often 55+.
___ In Poland Adidas is key brand across all age groups. Adidas and Axe users
relatively younger below 24 y.o.. Avon – 25 – 34 y.o.
BASE: Heavy users of particular brand

37. © Starbrands / 2009
Male Deodorants
USERS
PROFILE
___It seems that within deodorants category there are different life style consumer's segments:
- Refreshment, sport, energy – targeted successfully by Adidas
- Fun, vibrant, sexuality – targeted by Lynx/Axe
- Cleanliness, basic care, safety - targeted by Nivea for men
___First two are more important among younger men
___It seems also that „segment's” importance could be different for UK (fun, vibrant / Lynx) vs
Poland possibly other CEE (refreshment, energy, sport/Adidas). Somehow this conclusion
could be proofed by different popularity of Pro variants in PL vs UK
___When developing Avon's body sprays for men brand we must remember about this
differences

38. © Starbrands / 2009
Male Deodorants
SUMMARY
___Key deodorant market - UK.
___From CEE bigger potential for sprays in Poland vs. Russia (where roll-ons have
significant market share)
___In PL -----> Spray the most popular format among teenage customers.
___In UK teenagers and 20 – 24 y.o. – most intensive usage (high share of those who
use deodorants more often than once a day).
___Anti-perspirant benefits crucial in all age groups also for teenagers
___In Poland majority prefer deos with fresh, neutral fragrance
___Expectation of strong, intense fragrance – slightly higher among younger men.
Who also more often agree that use deodorants as a substitute of regular
fragrance

39. STARBRANDS
—
Pozycjonowanie i komunikacja marek konkurencji.
Positioning & communications of competitive brands.
© Starbrands / 2013

40. © Starbrands / 2009
AXE / LYNX
COMPETITIVE
BRANDS
COMMUNICATIONS

41. © Starbrands / 2009
AXE / LYNX
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ROMANTIC
THE ALPHA MALE
THE BOND MAN
AXE SHARP FOCUS
AXE ATLANTIS
THE GOOD GUY
THE HERO
AXE PHOENIX
AXE UNLIMITED
AXE ALASKA
THE ARTIST
THE ADVENTURER
AXE AFRICA
AXE MARINE
GENTLE
TOUGH
THE BAD BOY
THE GENTLEMAN
AXE TOUCH
AXE VICE
AXE MUSK
THE LOVER
AXE MIX 3
AXE ANTI-HANGOVER
THE CHARMER
AXE BOOST
AXE FEVER
AXE PULSE
AXE SHOCK
THE ADONIS
AXE CLICK
AXE DARK TEMPTATION
AXE INSTINCT
BODY

42. © Starbrands / 2009
AXE / LYNX
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ROMANTIC
THE ALPHA MALE
THE BOND MAN
AXE SHARP FOCUS
AXE ATLANTIS
THE GOOD GUY
THE HERO
AXE PHOENIX
AXE UNLIMITED
Adventurous Heroes
AXE ALASKA
THE ARTIST
THE ADVENTURER
AXE AFRICA
AXE MARINE
GENTLE
TOUGH
THE BAD BOY
THE GENTLEMAN
AXE VICE
AXE MUSK
THE LOVER
Sensuality & Seduction
AXE ANTI-HANGOVER
THE CHARMER
AXE TOUCH
AXE MIX 3
AXE BOOST
AXE FEVER
AXE PULSE
AXE SHOCK
THE ADONIS
AXE CLICK
AXE DARK TEMPTATION
AXE INSTINCT
BODY

43. © Starbrands / 2009
AXE / LYNX
COMPETITIVE
BRANDS
POSITIONING
Reason for being
Brand positioning
• Improving every men sexual attractiveness in women's eyes
• Irresistibly seductive (brand)
Brand Tag Line
Points of Parity
• Axe Effect / Get dirty, get Axe
• 24h anti-perspirant
• Refreshing scent
Points of Difference
• Brand's positioning
• Brand's communication
• Packaging with twist and press cap
•Irresistible combination of the anti-perspirant and distinct, seductive
fragrance
•Brand's communication
• Active, single men aged 18 – 24 (university students), interested in
sports, music, parting and seeking wide approval from women
RTB
Target Group
EMEA Market Value
Share
• 9,9% (+0,4ppt)

44. © Starbrands / 2009
AXE / LYNX
COMPETITIVE
BRANDS
PERCEPTION
POLAND
Avon UK
Proud to Use
High Quality
Avon
3,2
-6,2
-10,4
Good Value for the Money
Understands What You Want
Excellent Beauty Range
Very Fashionable Image
Too Cheap to Be Good
Good Offers & Discounts
10
Love
0
2,5
-0,5
Inspiring
Refreshin
6,6
-5
Trendy
0,3
-1,1
12,5
9,9
Too Expensive
Different
-2,9
-2,9
Excellent Customer Service
Fun
-5,9
-5,9
Beauty Authority
30
20
4,8
4,8
Modern/Contemporary
Convenient to Buy
-1,8
-1,8
Suitable Products for Your Skin
Colourful
3
10,4
Good Advertising
Funky
40
5,6
0,1
International Brand
Lynx
0,2
10,8
Advanced/Innovative
Average
0,1
-14,7
-8
-8
-13
20,7
Young
Żródło: Mintel / Lynx image in UK
-9,3
-9,3
Stylish
13,1

45. © Starbrands / 2009
ADIDAS
COMPETITIVE
BRANDS
COMMUNICATIONS

46. © Starbrands / 2009
ADIDAS
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
THE ROMANTIC
THE BOND MAN
THE GOOD GUY
THE HERO
THE ARTIST
THE ADVENTURER
GENTLE
ACTION 3 LINE
EDT EXTENSION LINE
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
THE ADONIS
BODY

47. © Starbrands / 2009
ADIDAS
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
THE ROMANTIC
THE BOND MAN
THE GOOD GUY
THE HERO
THE ARTIST
THE ADVENTURER
GENTLE
POWER THROUGH
ACTION 3 LINE
HEROES & ADVENTURES
EDT EXTENSION LINE
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
THE ADONIS
BODY

48. © Starbrands / 2009
ADIDAS
COMPETITIVE
BRANDS
POSITIONING
Reason for being
Brand positioning
Brand Tag Line
Points of Parity
Points of Difference
RTB
Target Group
EMEA Market Value
Share
• Improving every athlete's performance through innovation
• First absorbent anti-perspirant body spray that provides the highest
perspirant body protection and comfort for very active people incl.
sportsmen
• Impossible is nothing
• 24h anti-perspirant
• Refreshing, energizing scent
• Endorsed by brand heroes - famous sportsmen e.g. Zinadine Zidane, Kaka
• No white marks benefit
• Includes technology that absorbs sweat and odor
• With an Active Absorbent Complex that is 10x more absorbent than a
sweat band
• Developed with athletes
• Very active men aged 16 – 34, interested and doing sports
• 2,4% (-0,1ppt)

49. © Starbrands / 2009
PUMA
COMPETITIVE
BRANDS
COMMUNICATIONS

50. © Starbrands / 2009
PUMA
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
THE ROMANTIC
THE BOND MAN
THE GOOD GUY
THE HERO
THE ARTIST
ENERGY FOR
SELF-EXPRESSION
THE ADVENTURER
GENTLE
POWER THROUGH
HEROES & ADVENTURES
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
THE ADONIS
BODY

51. © Starbrands / 2009
PUMA
COMPETITIVE
BRANDS
POSITIONING
Reason for being
• Mixing influences of sport, fashion and lifestyle.
Brand positioning
• Boost of Wild Energy
•Energizing body spray that fits your active, sporty lifestyle providing all day
refreshment.
• Fits your active lifestyle
• Refreshing, distinct smell
Brand Tag Line
Points of Parity
Points of Difference
RTB
• Fragranced scent
• Co-branding with fashion brands (Gucci, DKNY, Dolce & Gabbana) and
famous designers (Starck PUMA) as well as designer subbrands (nuala, 96
hours) elevated PUMA image so that it competes also with fashion brands
as a sporty & fashion/urban lifestyle brand.
• Co-branding with fashion brands, designers and artists
• Old-school sport legitimacy
Target Group
• Active men aged 16-34 who live an active lifestyle and are interested in
sports, fashion and music
EMEA Market Value
Share
• NA

52. © Starbrands / 2009
GILLETTE
COMPETITIVE
BRANDS
COMMUNICATIONS

53. © Starbrands / 2009
GILLETTE
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
SENSITIVE DRY
POWER RUSH
STORM FORCE
THE ROMANTIC
THE BOND MAN
THE GOOD GUY
THE HERO
THE ARTIST
THE ADVENTURER
ARCTIC ICE
GENTLE
COOL WAVE
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
THE ADONIS
BODY

54. © Starbrands / 2009
GILLETTE
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
SENSITIVE DRY
THE ROMANTIC
THE BOND MAN
THE GOOD GUY
POWER RUSH
SOPHISTICATED
STORM FORCE
MASCULINITY
THE HERO
THE ARTIST
THE ADVENTURER
GENTLE
ICE-COLD
ARCTIC ICE
ADVENTURER
COOL WAVE
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
THE ADONIS
BODY

55. © Starbrands / 2009
GILLETTE
COMPETITIVE
BRANDS
POSITIONING
Reason for being
• The best, high-performance, innovation-led men's care
Brand positioning
• The best antiperspirant deodorant a man can get
Brand Tag Line
Points of Parity
• The best a man can get / Be your best all day / Part of the ritual
• 24h perspirant protection
• Refreshing scent
Points of Difference
• Endorsed by famous sportsmen e.g. Tiger Woods, Roger Federer and
Thierry Henry
• Triple protection system
• Contains Dry Shield and All Day Scent Technology
RTB
Target Group
• Men aged 18-34 who live an active lifestyle and want highperformance staff for best results
EMEA Market Value
Share
• 2,3% (+0,05ppt)

56. © Starbrands / 2009
NIVEA
COMPETITIVE
BRANDS
COMMUNICATIONS

57. © Starbrands / 2009
NIVEA
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
SENSITIVE PROTECT
THE ROMANTIC
THE BOND MAN
THE GOOD GUY
THE HERO
THE ARTIST
THE ADVENTURER
FRESH ACTIVE
DRY IMPACT
SPORT
GENTLE
SILVER PROTECT
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
COOL KICK
THE ADONIS
BODY

58. © Starbrands / 2009
NIVEA
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
SENSITIVE PROTECT
THE ROMANTIC
THE BOND MAN
THE GOOD GUY
THE HERO
SOPHISTICATED
MASCULINITY
FRESH ACTIVE
DRY IMPACT
EVERYDAY HERO
SPORT
THE ARTIST
THE ADVENTURER
GENTLE
SILVER PROTECT
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
COOL KICK
THE ADONIS
BODY

59. © Starbrands / 2009
NIVEA
COMPETITIVE
BRANDS
POSITIONING
Reason for being
• First, mass market, high quality care for men's skin
Brand positioning
• Gentle and carrying anti-perspirant and anti-bacterial body spray for
men
• It keeps up with you / Be Up For Anything
• 24h perspirant protection
• Refreshing fragrance
Brand Tag Line
Points of Parity
Points of Difference
• Mild and gentle formula
RTB
• Incl. anti-bacterial silver molecules
• Without alcohol, colorants or preservatives
• Active men aged 18-35 who want all day perspirant protection and
care for their skin
• 1,1% (+0,04ppt)
Target Group
EMEA Market Value
Share

60. © Starbrands / 2009
REXONA / SURE
COMPETITIVE
BRANDS
COMMUNICATIONS

61. © Starbrands / 2009
REXONA / SURE
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
SENSITIVE
THE ROMANTIC
THE GOOD GUY
THE BOND MAN
THE HERO
INVISIBLE ICE
POWER
COBALT
ORIGINAL
QUANTUM
EXTREME PROTECTION
ACTIVE
THE ARTIST
THE ADVENTURER
V8
SPORT BLAST/INSTINCT/ULTIMATE
GENTLE
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
THE ADONIS
BODY

62. © Starbrands / 2009
REXONA / SURE
COMPETITIVE
BRANDS
PERSONALITY
ANALYSIS
MIND
THE PARTNER
THE ALPHA MALE
SENSITIVE
THE ROMANTIC
THE GOOD GUY
THE BOND MAN
THE HERO
INVISIBLE ICE
POWER
COBALT
ORIGINAL
POWERFUL
QUANTUM
MASCULINITY
EXTREME PROTECTION
ACTIVE
THE ARTIST
THE ADVENTURER
V8
SPORT BLAST/INSTINCT/ULTIMATE
GENTLE
TOUGH
THE BAD BOY
THE GENTLEMAN
THE LOVER
THE CHARMER
THE ADONIS
BODY

63. © Starbrands / 2009
REXONA / SURE
COMPETITIVE
BRANDS
POSITIONING
Reason for being
Brand positioning
Brand Tag Line
Points of Parity
Points of Difference
RTB
Target Group
EMEA Market Value
Share
• Extreme, future-technology based men's protection to face the day of
tomorrow.
• Especially for men – the most future-ready anti-perspirant protection over
the top protection for whatever they do.
• Sure for Men. It won't let you down.
• Perspirant protection
• Refreshing fragrance
• Future-ready protection
• Responds to increases in adrenaline, releasing extra protection
• Created by superior technology
• „Proven to work at 58ºC, the hottest temperature recorded on earth”
claim
• Busy, active men aged 25-30 interested in sport who want fool-proof, all
day perspirant protection
• NA

64. © Starbrands / 2009
Brands` Perspective
COMPETITIVE
BRANDS
POSITIONING
45+
40-45
AUDIENCE GROUP AGE SPLIT
35-40
30-35
25-30
20-25
15-20
10-15
FUNCTIONAL
BRAND VALUE PROPOSITION
EMOTIONAL

65. © Starbrands / 2009
Consumers` Perspective
COMPETITIVE
BRANDS
POSITIONING
45+
40-45
AUDIENCE GROUP AGE SPLIT
35-40
30-35
25-30
20-25
15-20
10-15
FUNCTIONAL
BRAND VALUE PROPOSITION
EMOTIONAL

66. © Starbrands / 2009
ENERGY
TARGETED AUDIENCE GROUP LIFESTYLE/INTERESTS
RELAX
COMPETITIVE
BRANDS
POSITIONING
10-15
15-20
20-25
25-30
30-35
TARGET AUDIENCE AGE GROUP
35-40
40-45
45+

67. © Starbrands / 2009
ENERGY
TARGETED AUDIENCE GROUP LIFESTYLE
COMPETITIVE
BRANDS
POSITIONING
FUNCTIONAL
BRAND VALUE PROPOSITION
EMOTIONAL

68. © Starbrands / 2009
COMPETITIVE
BRANDS
POSITIONING
BRAND DIFFERENTIATION
High
Low
visible brands
magnetic brands
invisible brands
remarkable brands
SHARE OF VOICE
High
Low
Low
SHARE OF WORD
High

69. © Starbrands / 2009
SUMMARY
___The most successful brands are the ones which:
- have high emotional value on top of functional benefits
-
have single minded positioning e.g. Adidas
- PUMA which tries to occupy many diff. territories has relatively small
market share
-
occupy unique brand territory e.g. Axe
-
have unique brand identity and communication e.g. Axe
___There is a gap on the market:
-
no offer in the music/partying territory
-
no offer in the technology/socializing/partying territory
-
unexploited young target group (10-18)

70. STARBRANDS
—
Jak możemy wykorzystać istniejącą lukę rynkową?
How can we exploit existing gaps on the market?
© Starbrands / 2013

71. © Starbrands / 2009
Benefits
TARGETING
YOUNG
CONSUMERS
STYLE
EXPERIENCE
Most Personalized
Most Imaginative
Most Exciting
Most prestigious
Most Sophisticated
Most Entertaining
Best styling
Best Usability
Most Exclusive
Best Value
Most Choices
Most Comfortable
Most Popular
Best Features
Most Trusted
Best Reliability
Best Performance
Best Quality
Most Convenient
Most Exclusive
Least Expensive
PRODUCT
SERVICE

72. © Starbrands / 2009
Interests / Lifestyle
TARGETING
YOUNG
CONSUMERS
Adrenaline/active lifestyle
Fashion
Partying
Sport
Socializing/tech
Music
Male Teens 14-24
Gaming
Sexuality

73. © Starbrands / 2009
Purchase
COMPETITIVE
BRANDS
Mothers’
approved?

74. STARBRANDS
—
Koncepty Nowych Marek / Produktów
New Brand / Product Concepts
© Starbrands / 2013

75. © Starbrands / 2009
Proposal 1
New Brand
Concepts
Name: be me
Tagline: Create yourself. Express yourself.
Consumer Insight: Everyone is different and
everyone expresses himself in his very
unique way. Creativity is the best way to
express yourself.
Concept: I’m an individual. I’m myself and
only myself. I need things, which will define
me, will make me stand out of the crowd. I
need to create myself through what I do –
sports, music or graffiti.
This means also fragrance. AVON be me is
like my signature, my self-being.
Key Words: self expression, creativity,
unique, identity, individuality
Emotional Benefit: Feel unique and special.
Sub-variants name: be art, be music, be
style, be sport
Hook/activation: packages designed by
young artists, joint graffiti painting under
AVON patronage, young musicians/bands
concerts.
Names TBD: yoUnique, creation, create
yourself, ID, Spray ID, Mspray, Me+

76. © Starbrands / 2009
Proposal 2
New Brand
Concepts
Name: Escapade
Tagline: Discover your urban jungle.
Consumer Insight: the big city is my natural
environment. As the city itself I’m in constant
movement, always ready to face adventures
and unusual experiences. The unexpected is
what makes life interesting.
Concept: The big city is like a jungle – full of
challenges and traps. This is your home, your
life. Always in movement, charged with energy,
ready for everything, you get off for the next
journey. Isn’t bother to rest. There are so many
places to discover and people to meet.
Set off for the next urban escapade with
energetic AVON Escapade fragrance.
Key Words: explore, discover, adventure
Emotional Benefit: Full of energy, ready for
everything
Hook/activation: on- line game, where we
move on the Urban escapade; CD with
energetic, electronic music; mini-guide with
places where you can experience something
interesting and extreme.
Names TBD: City Venture, be-ready, In motion,
urban animal, city-to-go

77. © Starbrands / 2009
Proposal 3
New Brand
Concepts
Name: Beyond
Tagline: No borders. No rules. Just me.
Consumer Insight: I am a free man. I set the
rules of my world. And later – I move them.
Concept: The world for you is a white page,
which can be filled in many different ways. A
page without the borders and rules. You can
paint on it, write on it or simply throw it.
AVON Beyond gives you power, play your
own game, beyond any rules, which others
call life.
Key Words: active, freedom, unique,
different
Emotional benefit: Feel the only master of
your life
Sub-variants name: beyond the play (street
soccer), beyond the gravity (parkours)
Hook/activation: street soccer
tournaments, parkour show; viral spots online with young people who cross the
borders; places for extreme sports,
sponsored by AVON.
Name TBD: born to play, Activation, Moove,
rule free

78. © Starbrands / 2013
Klauzula poufności
Informacje zawarte w tym dokumencie są poufne i
skierowane wyłącznie do jego adresata oraz
stanowią tajemnicę agencji STARBRANDS. Ich
rozpowszechnianie, kopiowanie, ujawnianie lub
przekazywanie osobom trzecim w jakiejkolwiek
formie w całości lub części jest zakazane, pod
rygorem nieważności, bez uprzedniej pisemnej
zgody agencji STARBRANDS. Ponadto wszelkie
projekty, kreacja, idee i pomysły zawarte w
niniejszym dokumencie stanowią przedmiot
autorskich
praw
majątkowych
agencji
STARBRANDS, a ich komercyjne wykorzystanie lub
opracowywanie w całości lub w części jest
zakazane, pod rygorem nieważności, bez
uprzedniej pisemnej zgody agencji STARBRANDS.
Niniejszy dokument nie stanowi oferty w
rozumieniu kodeksu cywilnego, a jedynie
zaproszenie do zawarcia umowy (art. 71 k.c.).

79. Dziękujemy
www.starbrandsagency.com