Bulldog case study: developing a presence in the competitive male grooming market
Datamonitor
March 3, 2009 129 Pages - SKU: DFMN2150896
|
|
Introduction
This report on Bulldog forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the male skincare company achieved strong sales in its first year to market due to a heavyweight distribution partner and well focused advertising.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
|
- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Male skincare is gaining ground in the UK
- The male skincare market is small but growing, with spin-offs of female brands common
- Bulldog has generated strong sales due to its affordable natural skincare offering
- The brand was founded in 2007, claiming first-to-market advantage as a natural affordable line for men
- Bulldog anticipated sales of £1.5m in its second year on market
- Bulldog trades on its masculine persona
- The founders saw a gap in the market for a non-feminine product line
- The brand name, labeling and fragrance are designed to appeal to men's tastes
- Bulldog has fronted its marketing by popular male personalities
- Ethical considerations have been at the forefront of the brand's development
- Bulldog contains natural ingredients whose benefits are explained on its website to assist less informed men
- The brand uses British manufacturing sites to lessen its carbon footprint
- The brand's packaging is said to be recyclable and minimal and is working on producing recycled versions
- Bulldog gained a coup when Sainsbury agreed to stock it
- Sainsbury became the brand's first distributor and helped develop it from the concept stage
- The founders said thorough research and the right contact enabled them to achieve national distribution by a supermarket leader
- The brand is now stocked in seven retail chains
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: The UK male grooming market is small and growing slowly
- Table 2: Consumer survey: a strong proportion of UK respondents agreed that natural ingredients are better for them
- Table 3: Consumer survey: ethics and sustainability have an influence over a small proportion of users of UK personal care products
- List of Figures
- Figure 1: Male skincare launches have become increasingly popular in the UK
- Figure 2: Bulldog launched a range of male-focused skincare products in 2007
- Figure 3: Rugby player Simon Shaw and comedian David Mitchell have promoted the Bulldog brand
- Figure 4: The company website contains detailed information on Bulldog's natural ingredients in order to educate its customers
Share this report
Other tasks Related Markets Skin Care Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
