Bulldog case study: developing a presence in the competitive male grooming market

Published by: Datamonitor

Published: Mar. 3, 2009 - 129 Pages

Table of Contents

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

Abstract

• 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

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