The paper "Brut Deodorant Australian Target Market" is a good example of a marketing case study. The product chosen for this assignment is Brut Deodorant. Brut deodorant is a personal care product developed and sold in the Australian market. It has long-lasting deodorant protection that prevents the body odor without living a sticky residue. It ensures that the user has confidence as he or she interacts with other people. This is one of the products manufactured by Pharmcare. Other products manufactured by the company include Norsca, Bioglan, Nature’ s Way, Rosken, Ease-a-Cold, Jbronze, and Redwin.
It has taken time for Brut Deodorant to establish itself within the Australian market. It has not been easy and rosy for the management of the company. Despite challenges in the marketing of the product, there has been tremendous growth in the market (Pestorius, 2006). The audit report of the Brut Deodorant in the market reveals the logistics of promotion of the product until it reaches the final destination to the consumers. Marketing campaign has played a good role in increasing the market share of Brut Deodorant stick and other makes tailored towards the needs of the consumers (Harker, 2009).
Added advantage characteristics of the product and convenience that is added to the consumers’ life assure Brut Deodorant room in many people shopping lists. Brut Deodorant Australian Target Market The Brut deodorant targets the athletes that use the product after cleaning. People who often work out as a career or for health reasons sweat a lot making their bodies prone to wetness and odor. Brut deodorant is important when used after cleaning to give the customer confidence and make him or her smell fresh and exciting.
There are various makes of the product that target individuals who either engage in vigorous activities making them sweat a lot and those who engage in moderate activities hence sweating normally (Aaker, 2009). Brut deodorant stick targets the latter group while antiperspirant Brut makes target the former group. The range of flavors of the product targets different people in the market. Young men between the ages of 18 and 30 are targeted because of the vigorous activities that they engage in and some will prefer the antiperspirant version of the deodorant.
When the youth work in the course of the day, their bodies become wet with perspiration that may produce annoying body odor that may irritate other people. Brut Antiperspirant Deodorant comes in handy to give the person confidence of interacting after having a shower and applying the product. There are both men fragrance and women fragrance (Griffin, 2010). The products also target workers who spent their entire day in office while interacting with other people. These people require Brut Deodorant for protection against bad odor and wetness.
Different flavors of antiperspirant deodorant and deodorant sticks have been manufactured to cater to varying needs of consumers with regard to the desired smell and power of the product. The Marketing Mix The Product and its attributes Brut Deodorant is manufactured in Australia Warriewood, New South Wales; Australia and in New Zealand. It is a registered trademark of PharmCare Laborites Pty Ltd found on Jubilee Avenue. Brut deodorant is a single product within a product line of Pharmcare Company. The product has been chosen because it provides an opportunity to study a competitive product line where many international companies have ventured into.
The deodorant is packed as a roll-on or as a spray. There are different flavors and makes that server various purposes according to the needs of the consumers (Mullin, 2010). Some of the varieties of the deodorant include Brut Antiperspirant Deodorant (Invisible force), Brut Antiperspirant Deodorant Ice Active, Brut deodorant spray original, Brut Antiperspirant Ultra Dry Spray, and Brut Antiperspirant deodorant 24Hr Ultra Dry. All these varieties have been made into roll-ons or sprays. A consumer has the liberty to choose what suits his needs and what is convenient to him or her.
This is a convenience product that makes people work efficiently since they have the confidence in interacting with others. It makes someone smell good and boosts the self-esteem of the user. The pressurized liquid of the product makes it easier for a consumer to use by pressing the knob on the tip container. The roll-ons dispense the product when rolled on the skin of the client.
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