Marketing Communications Proposal for Bulldog Essay Example
In 2008, the UK men's skincare industry had a worth of E57 million per year and faced intense competition. Despite this, it was significantly smaller compared to the women's skincare sector, which generated revenue ten times higher during the same period (http:// www. mintel. com/press-centre/press-releases/237/mens-skincare-market-Just-doesnt- scrub-up). In this context, Simon Duffy and Rhodri Ferrier established Bulldog, a brand focused on natural skincare specifically designed for men.
The company differentiates its product by using organic ingredients, unlike most competitors who include synthetic i
...ngredients. It also distinguishes itself by not conducting animal testing, and is accredited by the BIJAV (British Union for the Abolition of Vivisection), making it the only brand with this credential. Simon Duffy's goal is to have a Bulldog product in every British bathroom, and they aim to achieve this by positioning themselves as an accessible brand for regular men.
To further promote the Bulldog brand, given its remarkable growth since its launch, a marketing proposal has been developed. This proposal outlines the recommended courses of action for brand promotion, including investing in above the line promotions.
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