BROTHERS ARTISAN OIL Integrated Marketing Strategy Proposed Market: Sweden Prepared for: Brothers Artisan Oil Prepared by: Hol! Creative" Â
Abier Aljalhmi Chiehyin Cheng Eileen Louissaint Adrienne Moore Catherine Rodriguez Yanyi Wang
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TABLE OF CONTENTS INTRODUCTION 3 MARKET SITUATION 4 COUNTRY’S MARKET ANALYSIS 4 CULTURAL DIMENSIONS 6 MARKETING STRATEGY SWOT ANALYSIS 7 MARKET SEGMENTATION & TARGET 9 CUSTOMER PROFILE 10 POSITIONING 11 COMPETITIVE ANALYSIS 11 SUGGESTED LOCATIONS 11 BIG IDEA 12 ROLL-OUT PLAN 13 SOCIAL MEDIA STRATEGY 13 BUSINESS GOAL ACHIEVE 14 REFERENCES APPENDICES
WHY SWEDEN? Recently,
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beards have become a necessary
accessory for men in the United States. However, the trend mostly noticeable among hipsters or lumbersexual men in the U.S. is a few decades, maybe centuries, behind what has been the norm in Sweden. Brothers Artisan Oil was developed as a salute to men embracing manhood and the timehonored look of well-groomed beards. Hol! Creative Marketing & Advertising agency has developed a fully-integrated marketing plan to introduce Brothers Artisan Oil to the Swedish consumer market. We believe our thorough research on Swedish values and culture, as well as compelling advertising campaigns which represent the brands value to quality and locallycrafted products will be well received by the potential market.
Background Hailing from Cape Cod, brothers Owen, Baxter and Wiley Shea have always had some kind of facial hair. It was not until reaching conventional hallmarks of adulthood such as welcoming his first daughter into the world (for Owen) or moving to the city of Boston (for Baxter), that the brothers grew to appreciate what their beard meant to them- a declaration of manhood. Through this, the brothers were inspired to
create products which not only catered to the plagues of beard growing, but also celebrates a time-honored look and the long-term well-being of our bodies through the use of all-natural ingredients. Brother’s Artisan Oil (BAO) was launched in 2014. Its mission is to create effortless products that would tame hair, protect skin, and nourish beards. The Shea brothers recognized the need for a do-it-all, pocket-sized product which would help ailments inflicted from everyday grooming such as itch, dryness, splitting, breakage, thin spots, and beard dandruff. BAO currently features 3 products- hair & beard oil, hair & beard pomade, and beard wax. The oil is available in three different scents- Sage & Mint, Rosewood & Cedarwood, Orange & Grapefruit. The company is very new and their team currently consists of the three brothers and Marie, Owen’s wife. Owen manages the production and business development, Marie is the creative director (photography & web design), Baxter is the “street team” passing out samples to potential clients, and Wiley manages new accounts and sales in the Cape Cod area.
Brothers
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Artisan Oil strives to be
Branding/Value
timeless and classic, like the beard. Their brand celebrates the time-honored look and the long-term well-being of our bodies. BAO goes beyond the current hipster wave of beards, with emphasis on the statement a beard makes- a declaration of manhood. BAO believes grooming is not just about appearance, it is an expression of health and virility. Their labels display tribute to their heritage featuring redesigned vintage stamps depicting various momentous occasions in American history- further adding to their strong value of tradition, authenticity, and local craft-makers.
Swedish Market Analysis
Economic Overview Swedish government put much budgets to support the economic growth and employment, increase business competitiveness, also try to reduce taxation in order to boost household consumption. These efforts make the Swedish have the higher standard of living than most of European countries. Moreover, These efforts significantly influence the Swedes’ purchasing behavior.
Consumer Profile On average, Swedes have high purchasing power above that of other European ones. By the high living standard, comparing to other European countries, Swedish are more willing to buy things that can increase their quality of living. Although Swedish have the higher purchasing power, they do have some rules that determine their consumptions. According to the research, the determining factor of shopping for Swedish consumer is price, followed by the value for money, like the salesperson’s service and the aftersales service. Also, it’s important for Swedish to get enough information before buying anything, and the Internet is the most frequent way for Swedish to obtain the information. Because Sweden is one of the countries where the e-commerce is widely developed. 32% of population prefers to buy things on the Internet and e-mail. Moreover, when they search for information, price is the most important aspect for Swedes who wish to be well informed and aware before purchasing. Media Print Swedes are among the greatest consumers of newspapers and magazines. Nearly 90% of Swedish adult population read at least one daily paper. It puts Sweden among the world leaders in press media consumption. Internet Sweden has been characterized by a strong interest in digital media since the 1990s. This has been demonstrated by high Internet penetration and early household investments in broadband. According to the research, Sweden is the forth-highest time spending on the Internet. Around 98% of Internet users between the ages 25-43 were accessing the Internet everyday.
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Also, social media gradually became more important in Swedes daily life. More and more Swedish use social media on a typical day than traditional online media (35% vs. 28%). From the data, 35% of the population 9-79 years old use social media every day. The most popular social media in Sweden is Facebook. Nearly 750,000 numbers of check-ins on Facebook per week. Besides, by the highest ownership of mobile devices among all countries in Europe, more than 70% of Swedes were familiar with online shopping by mobile device (smartphone, tablet).
Trends of Male Grooming in Sweden
Male Grooming market Young Swedish men drove the majority of sales growth of male grooming products. They spend more money on these products and are more sophisticated in their attitudes to them. In S w e d e n , m e n ’s g r o o m i n g r e m a i n s underdeveloped and few Swedish men have adopted sophisticated beauty and personal care routines. Because few Swedish men dare to ask for help with their choice of products and often leave stores with a product that is not suitable for them. However, they still concern about their personal care. So many Swedish men purchase men's grooming products via Internet retailing, mostly the premium products. Crazy for Beards! For Swedes, beard is a big thing, from the entertainment industry to sport events, it can tell how beard influences Swedish men’s life.
Game of Thrones Game of Thrones is one of the most popular TV series, which has attracted record numbers of Swedish audiences. Because by analyzing the background and characters’ costumes, it was found that this TV series is based on Sweden. That’s why Swedes are so crazy about this show. Moreover, most of male characters have beard style in this TV series; it allows Swedes to create many events combining the beard trend and this TV show. For example, they held a competition called” The best beards on Game of Thrones”, showing their fever about beards and this TV series. Playoff Beard During the playoffs period in the ice hockey contest, the players would stop shaving when their team enters the playoffs. They would keep the beard until they are eliminated or win the game. The reason why it is so important for Swedes is because this tradition was started from a Swedish hockey player, and it had lasted for a long time. Not only ice hockey, now, it spreads widely to other sports like baseball and basketball. Furthermore, in the US, Canada and Sweden, male students at some universities have begun to sport an academic variation on the playoff beard.
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Our thorough study on Swedish culture through the 6 dimensions (see Expiate 1), determined that this potential market would be a good opportunity to increase the brand awareness and reap sales considering the similarities between BAO and Swedish values. Power distance: Sweden has low score (31) in the power distance dimension, which means that there is not much distance between high class to low class. Hierarchy is examined for convenience only. Power is decentralized and managers count on the experience of their team members by encouraging participation. BAO should be able to do business at ease with all levels of corporate offices as Swedes have more equal rights to communicate directly each other. Individualism: The Individualism dimension is the degree of interdependence a society maintains among its members. Sweden is considered an Individualistic country with a score of 71. In this society, the relationship contact base on a common advantage. Therefore, BAO will have to be patient as they form strong business relationships.
Cultural Dimensions Masculinity: Sweden is considered a feminine society with a low score of 5 in the Masculinity dimension. In Swedish culture, the society not will be driven by competition, achievement and success. However, the dominant values in society are caring the quality of life. BAO’s value of fatherhood and assuming manhood will work well in Sweden. Uncertainty Avoidance: Sweden scores 29 in Uncertainty Avoidance, which means that Swedes hold more flexible attitudes in which practice counts instead of following the rules or principles to do their work. We believe this will work well for BAO as a foreign-made product entering Sweden. Long Term Orientation: Sweden’s middle score of 53 suggests their culture’s indifference between keeping tradition and building long-term goals for the future. This could work in favor for BAO when competing with well-known European beard oils, however may pose as a threat in the long-term as Swedes may not have a strong brand loyalty. Indulgence: Sweden has a high score of 78, which means they are more likely to fulfill their impulses and desires with regard to enjoying life and having fun.
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Strengths Beards are trending in many places around the world, including Sweden. Unlike certain countries like China where men prefer a clean cut face, Swedes welcome facial hair and embrace it in their culture. BAO would be able to enter this market and have a large number of potential customers based on this characteristic. They also grow their beards to support their national hockey team, which is very popular in Sweden. Another strength is that the brand would be marketed as being used as a lifestyle and not a trend. BAO can come into this market with a clean slate and position the brand as taking care of your face and body, and not as something that is part of a trend. BAO products are versatile, where they can be used not only for their beards but also on their hair and body as a moisturizer. This can be a big advantage because women may want to purchase the products for themselves as well. BAO can offer online shopping as a way to reach customers who cannot make it to the stores or who like to do all of their shopping online. Opportunities: GlossyBox is an online subscription to receive sample beauty products each month. It is similar to Birchbox in the U.S but the company is located in several places around the world, including Sweden. This is an opportunity to have samples sent to customers who are willing to try new products. They also have specific boxes for men to receive masculine products. 85% of Swedes live in cities, which is part of our target market; young urban men. Large majorities of people in Sweden speak English at a high level. This can be an advantage because the packaging can stay in English as well as certain advertisements, saving the company time and money. BAO also has the opportunity to connect with potential clients through social media. They can use portals such as Instagram and Facebook and start to build a relationship and interaction with consumers.
SWOT
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Weaknesses A weakness the company may face is that they currently only produce three different scents of oils, and people in Sweden may not like the same scent that people in the U.S would like. Another weakness would be that the oils are not tailored to specific skin types such as oily, dry, sensitive, etc. This could be something potential customers look at and if competitors offer these features, they may decide to buy from them. Another weakness the company could face is having a high demand in products but not having enough employees to help with production. Currently, the company is family-run and is all created and packaged by them. This could slow down sales or hold up production. The brand is also still new and not well known in the U.S, so it may take a while to be recognized in Sweden. The company would need to do promotional and online outreach to start giving a name for themselves and gaining potential customer’s trust. The last weakness would be that the ingredients are not listed on the product. It is listed on the packaging but some customers may throw out the packaging after opening. This can be a problem because people may be allergic to certain ingredients and this can potentially create legal problems in the long run. In order to protect themselves, the company would need to be as transparent and honest as possible so that consumers are well aware of what they are putting on their skin. Threats One threat that may be faced is competition from other beard oil companies. Mr. Bear Family and Sir Handlebar are both beard oil companies handmade in Sweden. People may be more inclined to trust the local brands over an unknown brand coming from the U.S. Beards have become trendy in the U.S., and because this brand is made in the U.S, people in Sweden may see the products being branded for hipsters. The company would need to make sure they position the brand in a way that people will see that it is used as a way of life and not to fulfill any popular trends. The price that is used in the U.S may not transfer over in Sweden. The company would either need to lower or raise prices in order to fit comfortably into the market and still be able to make a profit.
SWOT
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Market Segmentation & Target Swedish Profile Population
Age Structure
Median Age Language Ethnic Groups
9,723,809 (July 2014 est.) 0-14 years:16.9% 15-24 years:12.3% 25-54 years:39.2% 55-64 years:11.7% 65 years & over: 19.8% Male: 40.2 years Female: 42.2 years Total: 41.2 years Swedish, English Indigenous population: Swedes with Finnish and Sami minorities; foreign-born or first-generation immigrants: Finns, Yugoslaves, Danes, Norwegians, Greeks, Turks
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Market Segmentation & Target Customer Profile Age
18-64
Gender
Male
Income Level
$25,000-$100,000
Marital Status
Single, Engaged, Married, Divorced, Widowed
Hobbies& Interests
Beauty, Style, Sport, Family
Characteristics
Appearance, Attractiveness, Expressive, Trendy, “Metrosexual”, Family Man, Loves Sports
Positioning
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BAO’s focuses on producing an effortless, yet superior product that fulfills consumer needs such as tame hair, protected skin, and nourished beards.
Competitor analysis Competitive Analysis Style for urban beardsman Target group: Age 18-44 urban men who take care of their looks, and care about their life style. White collar men.
Master barber to royals, ragtaggle and ruffians Target group: For the fashion conscious male. Hairdresser.
Always handmade, every time Target group: For men who care about their health, and the whole environment. They use natural, organic products.
Original beard brand of Sweden. Target group: 18+ men, trendy, high quality life style.
Suggested Locations We suggest that BAO use Stockholm, Sweden’s capital and largest city as a pilot city to enter the Swedish consumer market. After monitoring our successes and failures, we will repeat promising strategies throughout popular cities such as Göteborg and Malmö. Strategic distribution point locations will include barbershops, hair salons, small boutiques, tailors and online.
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The BIG IDEA: BEARD UP WITH BROTHERS
“Beard Up With Brothers” is a 4phase marketing campaign strategy which will serve as our foundation as Brothers Artisan Oil enters the Swedish consumer market. Hol! Creative will officially launch and monitor the
campaign from October 2015, and run it through March 2016. “Beard Up With Brothers” was inspired by the phrase, “man up”. The campaign encourages men to “man up” and fulfill their responsibilities in society, at home, and in the workplace. Brothers Artisan Oil is a brand which encourages the their community of beard enthusiasts to embrace manhood and virility. Our team has identified and focused on mediums which are wellreceived in our proposed market- traditional advertising, digital media, and public relations.
Promotion & Advertising Traditional Advertisements Magazine Editorial (not enough budget for print ad; however may be awarded should we have a good contact.) Slits-Leading monthly Swedish men's magazine about music, movies, games, crime, cars, and the outdoors. Café Magazine is a monthly Swedish men's magazine focused on fashion, style, and culture, including articles on food, movies, fitness, sex, music, movies, games, crime, cars, and the outdoors.
Café Magazine is a monthly Swedish men's magazine focused on fashion, style, and culture, including articles on food, movies, fitness, sex, music, travel, sports, technology, and books. The magazine is comparable to U.S. publications such as Esquire and GQ. King Magazine Thelocal.se TV & Radio- Expensive however can use the press release to secure a radio interview. Advertorials
Public Relations
Spin the brand in Sweden- Finally, American Brothers Realize Beards are not Just a hipster Trend. SublineBrother’s Artisan Oil Celebrates Manhood through their locally-crafted beard and skin oils.
Events
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Tradeshows and Conferences-World Beard and Moustache Championships Hockey Championships- “Playoff Beard” A beard also changes the way a person looks and by the time any playoff season comes to the final series, the players have transformed. It takes time, so the difference is most obvious only the day after, or a few days after the last final, when the players show up to a parade all clean-shaven. The beard adds a few years onto the players, it makes them look more rugged. The beard is a proof of the length of the path towards the championship. Barbershops- trunk shows Top Swedish Barbershop: (Stockholm) Barber and Books, Head to Throat (H2T), Honest Al’s, Roy & Son, Royal Barbershop. (Gothenberg) Sharper of Sweden Barbershop Tailors- trunk shows Daddy Months Fraternities (Reputable) Swedish Clubs
BROTHERS ARTISAN OIL
Direct Marketing Email- Develop a personalized email system which will notify clients when they should refill their order, send promotions for special holidays or events such as Easter, Midsommar, Christmas, New Years, Swedish National Day
Multimedia Video footage at events BAO demo video- how to apply, when and where (anywhere) Have men send in video of their daily lives, competing for a BAO package or lifetime supply “Embracing Manhood”
Online Destinations
www.brothersartisanoil.com Partners- feature favorites barbershops and tailors around Sweden...maybe even authentic clothing shops as well
Online Advertising & Social Media Pay per click banners on appropriate site- men's magazines etc. Search Engine Optimization Strategies- beard, beard oil, mustache, beard balm, beard comb, beard lube, beard lotion, beard conditioner, beard softener, World Beard and Moustache Championships, Stockholm, Malmo, Gothenberg
Spokesperson
Kristofer Larsson from Malmo- father of two won competition
Technical Content
Booklet of products and uses (SKetches of ailments) User Reviews on website
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Social Media Strategy Facebook
Online Campaign: #BEARDUPWITHBROTHERS The main objective of this campaign is to: Promote a new product on most frequently used Swedish Social Networks Drive awareness of BAO in Sweden Reinforce the passion and emotional connection that Swedes have with the idea of using essential oils to grow and nourish their facial hair (beards, moustache, etc.) Create a community of BAO followers who appreciate the American brand’s authenticity and recognition of the time-honored look, not just hipster fad Increase sales BAO through direct marketing and pull tactics.
According to statista.com, the number of Facebook users in Sweden is rising every year. The number of Facebook users in Sweden from 2012 to 2014 with projections until 2018(see Expiate 2). BAO should choose a Swedish icon that represents the brand by launching a competition that engages the audience to send their photo before and after growing their beard so BAO here can save time and money in finding an icon.
Blog Establish a professional blog that helps create a concept of brand community and shows how men can take care of their beard and give the audience a chance to engage with BAO; where they can ask questions and receive answers from experts. Starting the blog by launching 5 blogs every week talk about the story behind BAO, post some tips and tricks in how to make your beard softer and more.
Instagram This year’s rocket is Instagram, which has increased from 15 % in 2013 to 28% in 2014. One in five use Twitter, but Facebook is still by far the most popular, and is now used by 68 percent of Swedes (see Expiate 2). BAO can attract new customers by launching a competition, which is simply to engage the audience by posting their photos on Instagram that exemplify the essence of BAO and its celebration of manhood and embracing the campaign #beardupwithbrothers. The photos that show the customers with nice beards will receive samples.
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Twitter Using Twitter as platform to promote what is happening in the blog, Facebook and Instagram Share articles and posts about men fulfilling their duties within their communities.
Email Email lists will give BAO a way to engage in a private conversation with their audience by sign-up forms on BAO website that allow the audience to follow and keep them informed about new products, offerings or specials. Personalize emails for clients telling them when they should replenish an order
Business goal to achieve – Brother’s Artisan business goal is to expand beyond the digital platform in regards to point of sale. While Brother ’s Artisan Oil has been successful in procuring customers from their website and word of mouth. Their desire is to have more face to face interaction with their potential customers. They want to become the premiere company in regards to men's beard care. Brothers Artisan oil desires to expand beyond just men's skin care. The main goal right now is to expand into bigger markets, become more visible. Achieve brand awareness increase visibility create new brand extensions stay true to roots Become available in more locations (barber shops, salons) Grow financially Customer retention maintain mission statement
In regards to Public relations, for every event an press releases must be sent out to TV agencies and local barber shops and salons. The messages that are delivered must coincide with the mission statement and the brand identity. There needs to be meetings to set up with local barber shops and salons in Sweden where they can discuss the needs of clients and the benefits of Brothers artisan oil. We will leave samples that owners can test on their clients, owners will then be able to fill out a questionnaire of how their clients felt about the product. Did they notice a difference in the beard? how did their skin feel, did they like the smell? This creates a channel of communication as well a feedback on how the product is doing. Once a rapport has been established a partnership and distribution can be established between Brother’s Artisan Oil and the barbershop. The questionnaire will consist of How do you feel after using Brothers Artisan Oil? Is your beard softer? Do you feel like a man? What does your beard mean to you?
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Track the results BAO has the opportunity to review the health of their website through woorank.com (SEO & Website Analysis) to help grow business online and stimulate sales through effective targeting. Hol!’s digital strategy team will review this information to understand and improve the BAO website such as improving SEO keywords, multi-platform sites (mobile and tablets). Furthermore, using Google AdWords will gives BAO the opportunity to use thousands of keywords that help them analyze trends in the market. Google Analytics will help measure the digital efforts by traffic metrics such as tracking the organic and non-organic page views on the BAO website and the social media, the total number of the users that click on the product or rating the product, and the average of number of times visiting and of length of visit. After gathering all the valuable information, BAO should compare this info with the average of purchase, average of costs and average of revenue. By measurement, BAO could evaluate the opportunities and control their digital campaign.
Reference "20 Things to Know Before Moving to Sweden." Sweden.se. The Swedish Institute. Web. 26 Apr. 2015. <https://sweden.se/society/20-things-to-know-before-moving-to-sweden/>. Alok, Alstrรถm. "How Consumers Are Setting THe pace and Creating Opportunities for Businesses." Ditigal Sweden. 1 May 2013. Web. 26 Apr. 2015. http://www.mobb.se/wp-content/uploads/2014/04/Digital-Sweden_2013.pdf. "Daily Internet Usage in Sweden by Age Group 2014." Statista. 1 Mar. 2014. Web. 26 Apr. 2015. http://www.statista.com/statistics/348215/daily-internet-usage-age-group-sweden/. Hans, Kullin. "55 Fascinating Facts About Social Media in Sweden." Social Media Today. 8 Sept. 2011. Web. 26 Apr. 2015. http://www.socialmediatoday.com/content/55-fascinating-facts-about-social-media-sweden. Ingela, Wadbring, Jรถnsson Maria, and Weibull Lennart. "Media Lanscape - Sweden." European Journalism Centre. Web. 26 Apr. 2015. http://ejc.net/media_landscapes/sweden. Jessica, Keeling. "Top 10 Awesome Playoff Beards." The Richest. 21 Apr. 2014. Web. 26 Apr. 2015. <http://www.therichest.com/sports/other-sports/top-10-awesome-playoff-beards/>. "Men's Grooming in Sweden." Euromonitor International. 1 Nov. 2014. Web. 26 Apr. 2015. http://www.euromonitor.com/mens-grooming-in-sweden/report. "Number of Facebook Users in Sweden 2012-2018 | Statistic." Statista. April 27, 2015. http://www.statista.com/statistics/283637/sweden-number-of-facebook-users/. "Playoff Beard." Wikipedia. Web. 26 Apr. 2015. <http://en.wikipedia.org/wiki/Playoff_beard>. "Quick Facts About Sweden." Study in Sweden Quick Facts about Sweden. The Swedish Institute. Web. 26 Apr. 2015. <https://studyinsweden.se/why-sweden/quick-facts-about-sweden/ "Sweden.se." Sweden.se. The Swedish Institute. Web. 26 Apr. 2015. <https://sweden.se/quickfacts/>. www.brothersartisanoil.com
Reference "Swedes and the Internet 2014." .SE - The Internet Infrastructure Foundation Web. April 21, 2015. <https://www.iis.se/english/news/swedes-and-the-internet-2014/.> "Sweden Demographics Profile 2014." Indexmundi. April 21, 2015. <http:// www.indexmundi.com/sweden/demographics_profile.html.> "Sweden: Reaching the Consumer." Santandertrade. 1 Apr. 2015. Web. 26 Apr. 2015. <https:// en.santandertrade.com/analyse-markets/sweden/reaching-the-consumers? &actualiser_id_banque=oui&id_banque=18&memoriser_choix=memoriser>. "SWEDEN: ECONOMIC AND POLITICAL OUTLINE." Santandertrade. 1 Apr. 2015. Web. 26 Apr. 2015. <https://en.santandertrade.com/analyse-markets/sweden/economic-politicaloutline>. "SWEDEN: DISTRIBUTING A PRODUCT." Santandertrade. 1 Apr. 2015. Web. 26 Apr. 2015. <https://en.santandertrade.com/analyse-markets/sweden/distributing-a-product>. "Sweden- Industry." Encyclopedia of the Nations. Web. 26 Apr. 2015. <http:// www.nationsencyclopedia.com/economies/Europe/SwedenINDUSTRY.html#ixzz3XnB0dyAS>. "Taking Care of Business in Sweden." Sweden.se. The Swedish Institute. Web. 26 Apr. 2015. https://sweden.se/business/taking-care-of-business-in-sweden/. "The Best Beards on Game of Thrones." Ranker. Web. 26 Apr. 2015. <http://www.ranker.com/ list/best-beards-in-game-of-thrones/ranker-of-thrones? var=2&utm_expid=16418821-99.3kwH2HhJQpGHOV5t2s_OQA.1&utm_referrer=https:// www.google.com.tw/>. "Why Game of Thrones Is Based on Sweden." The Local Sweden. Web. 26 Apr. 2015. <http:// www.thelocal.se/galleries/others/3162/10>.
Appendices Exhibit 1
Appendices Exhibit 2 STRENGTHS
WEAKNESSES
• Beards are popular in Sweden • Different posi>oning; not a trend but more of a lifestyle • Versa>le • Ability to sell products online
• Only having 3 different scents • Not tailoring to specific skin types (oily, dry, sensi>ve) • Not having enough employees • New brand/not well known • Not lis>ng ingredients on packaging
OPPORTUNITIES
THREATS
• GlossyBox • 85% of Swedes live in ci>es • Large majority speak English to a high level • Swedes grow their beards for the na>onal hockey team • Social media marke>ng
• Compe>>on from Mr. Bear Family and Sir Handlebar – handmade oil made in Sweden • Being branded as hipster products • Product price
Appendices Exhibit 3
Appendices Exhibit 4
Appendices Exhibit 5