situation analysis B RIEF H I STO RY 1925 | Burma-Vita company owned by Clinton Odell introduced Burma Shave and the aerosol 1929 | Burma Shave began advertising (on midwest highways) using their famous verses on 4 road signs. Thereafter for thirty years, the roads sign verses increased in popularity and became a main attraction for drivers on the road. 1963 | Phillip Morris bought the company and discontinued the famous road signs and the trademark was dropped. The products was then re-registered under American Safety Razor--a division of Phillip Morris. 1996 | The American Safety Razor Co. brought back the Burma Shave brand and logo and produced a shaving brush and mug set.
B R A N D FAILU RE Although Burma Shave had a functional benefit, the brand never communicated a deep emotional reward for their consumer. This lack of foundation in the building of this brand proved fatal once its advertising channel (roadside billboards) evolved and transportation and traffic patterns began to change.
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marketplace
Gillette | power brand with sports athletes Edge | the provocative brand that relies on sex appeal Barbasol | conventional brand for the every man Shaving Brands Market Share Barbasol 12%
Other 11%
Gillette 46% Edge 31%
Source: 2009 Mintel Report
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opportunity
Owning the “Path to Manhood� After thorough research with the industry competitors we see a great opportunity to re-introduce and re-invigorate the Burma Shave brand. Burma-Shave was founded on wholesome American ideals and quirky humor. In staying true to this, we were able to discover an opportunity in the marketplace. With Gillette, Edge and Barbasol as the major competitors, we realized that a unique positioning platform that can be ownable by Burma-Shave. There isn’t a product that speaks to the growing males who are starting to see themselves, no longer as boys...but as young men. The Burma Shave product embodies their new found expression of independence and confidence in knowing that they can begin to take care of themselves and make decisions that are uniquely individual...and uniquely true to who they are.
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target profile
Teenage Boys ages 12-17 (This group represents four and half percent of the overall population.)
They are a very attractive target because of the way they consume and interact with media; more specifically: • They are willing to try new things because they are relatively new shoppers. • These boys get excited about content they find entertaining and interesting, which fits well with the feel of Burma Shave. • They are in a period of a serious transition; the transition into manhood. • They expect the brands they use to be an extension of their personas. All facets of their brand consumption are, in essence, social.
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brand revitalization Bra nd Fe atu res
Bra nd Attribu tes
Moisturizing Shave Gel (turns to foam) Moisturizing Warming Gel (non-foam) After Shave Lotion
Convenient, male-friendly packaging Non-irritant; Fresh-clean smell Innovative warming element
Funct i o na l B e ne fi ts Leaves skin feeling moisturized Warming Gel is a convenience product that allows for faster better shave
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E mot ional Be nef its Feeling of Independence and Confidence Trustworthy
Burm a S have G ro om i n g the Ma n I n Yo u
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product strategy PACKAGING •White, clean look •Sleek (rounded base) in design for ease of use; and matched simplicity for young, male market •Quirky-design and communication (different verse themes for each product) will be featured on the bottles Product Line Width •Moisturizing Shave Foam •Warming Gel (non-foam) •After Shave Lotion Product Evolution •Starter Kit (trial size of shave foam, warming gel, & after shave) •Burma Shave Kit (fog-free mirror and razor holder)
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promotion Strategy: Show the path to manhood by leveraging fun and interactive events I.Burma Shave Trailer a) Trailer features: pimped-out bathroom, “man-room”, as well as entertainment (showing young male targeted movies, and music b) Places of interest: NASCAR races, state fairs, High School football games, and career fair days I.Burma Shave “How to Shave” Parodies a) Middle Schools/High Schools will be engaged in initial launch as well; through sampling of product (product will be distributed through sex education courses--which are mandated by most school systems) III.Burma Shave Starter Kits a) By using paid lists and the contact information acquired through “Burma Trailer” events, consumers will be mailed free (trial size) products every three months (based on quarter results) to keep brand top of mind.
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promotion timeline soft launch 24 months
Re-introduction The brand will be introduced to the target as a part of their “growing process” and will be focused on getting the target familiar with the personality of the brand. Burma Trailer Traveling “Burma Shave” pimped out trailer. The experiential campaign would focus on midwest travel routes, in addition to promotions at NASCAR races, state fairs, high school football games to distribute samples.
hard launch 12 months
Online Engagement www.burmashave.com will be the online resource for the young male community. Features of the website include: brief history, how-to-shave videos, events for the brand, and introduction to “Burmanese Male” tribe. Social Media •Widget: a customizable feature (easy to download) functions as way for target to view content such as videos,shows, and music. •Submit your Verse contest (to build deeper connection within Burma Shave community) •Introduction to product placement: video games, sitcoms, teen movies, etc.
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distribution Distribution and Sales Sampling & Experiential One of the strongest motivators to try a new product in this demographic is to give them the product to sample. As we found in our secondary research, young males are more likely to purchase a product if they are given the product for free or are incentivized through contests or entertainment. The tracking of sampling and database collection will serve as the incentive for retailers as we develop our distribution strategy into mass market outlets. Our promotion and distribution strategy serves to build a solid consumer base, which in turn gives retailers not only the incentive to stock our product, but also an idea of the projected profit and growth potential of the brand. Retail Chains Based on our research, we found that majority of men’s toiletries are purchased at Wal-Mart, Walgreens, and CVS. In order to compete on a mass-market scale, the Burma-Shave brand will need to have visibility in these retail stores. Merchandising To obtain a presence on the aisle (toiletries); we will have to be aggressive in negotiating slotting fees in our selected big-chain retailers. Since this is a re-launch of an outdated product to a new audience, it is imperative that we make a strong impact. As a part of the merchandising strategy, we will negotiate space on the end-units in stores in addition to floor decals and shelftalkers. All of these tactics serve to draw attention to the new packaging and product for young males, as well as their moms.
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projections
Advertising Spend: $300,000 Estimated 1st year Sales: $6.1 Million Projected 1st year Market Share: 6% 11
Contents I. Projected Sales II. Lifetime Value APPENDIX
Burma Shave 2010 Sales $6,099,080 Target size: 13,000,000 Conversion rate: 6.34% Customers: 824,200 Retail Unit Price: $3.70 Estimated Units sold:1,648,400 Unit cost:$2.59 Margin of profit per unit:$1.11 I
marketplace
Lifetime Customer Value
II