Competitive Review and AnalysisBrand Development Discussion, BDV 3.4.4

Valerie Davidson

Campaign Project: Dr. Bronner’s All-One Magic Soap

“Absolute Cleanliness is Godliness”v Dr. Bronner’s company does not spend any money on advertising the product in any conventional way at all. v You can find Dr. Bronner’s on Facebook where you will see plenty of individual “advertising” from fans and friends of Dr. Bronner’s. v Any information or selling of this product is done online for shopping or in the stores off the shelf. v You will not pick up a magazine or see a billboard for Dr. Bronner’s.v Dr. Bronner’s participates in community events that help support the causes they are involved in.

The company President, David Bronner, grandson of founder Emanuel Bronner, stands by his mission of the company going back to a concept Emanuel liked to talk about called Constructive Capitalism, which held that you should “share the profit with the workers and the earth from which you made it.”

Facebook Posting: Now that we’ve reached our goal to purchase 5,000 bed nets for families in Asuom, Ghana (Thank You!), we’re offering additional exclusive perks to help raise funds to build a maternity ward, the next community project identified by our Ghanaian partners. Order by midnight, December 12th, and your gifts will arrive in time for Christmas! Learn about the campaign and contribute here: http://www.indiegogo.com/drbronners

Facebook posting: This photo appeared in Gizmodo a couple years back with the title “Guar-anteed Awesome Gifts for the 21st Century Hippie.” Does this look like your wish list?

Project Competitor: Kiss My Face ‘Passionately Natural, Incredibly Effective’

v Kiss My Face provides ample advertising online and in beauty magazines.v You will also find much advertising by individuals on the Kiss My Face Facebook page. v Kiss My Face is positioned in major retail stores and set up with large display cases.v Kiss My Face hosts a variety of events that endorse and support the causes they believe in. Kiss My Face is partnered with Recyclebank, Sunny Day solar powered events, and Alliance for Climate Protection to name a few.

http://www.coupondealsdaily.com/2012/07/17/1-off-kiss-my-face-deoderant-facebook-coupon/

Examiner.comKISS MY FACE FEBRUARY 28, 2011BY: ERICA PYZNAR

http://sphotos-b.xx.fbcdn.net/hpho-tos-prn1/c0.0.403.403/p403403/21748_10151256567268446_1991566550_n.jpg http://www.beautypackaging.com/arti-

cles/2009/05/online-exclusive-eco-on-display

Project Competitor: Mrs. Meyer’s“Uncomplicated products for a clean and happy home”.

v Mrs. Meyer’s can be found with product advertising on their Facebook page. Mrs. Meyer’s is positioned in major retail stores and set up with large display cases.v Mrs. Meyer’s has a tour bus that travels around to promote the product and the environ- mental value of the product.v Mrs. Meyer’s turned a fountain in San Francisco into a giant wash basin, utilizing a one time guerrilla marketing event. They gave away samples and everyone that grabbed a bal- loon was informed that a $2 donation would be given to a charity. v The company throws a Community Garden Party with free samples. v Participates in street fairs and farmers market’s.

http://www.wdw.com/werk.php?id=124

http://www.businessinsider.com/12-kickass-event-marketing-stunts-2011-3?op=1

http://i.ytimg.com/vi/LzhunfLtfCI/0.jpg

http://marketingmixol-ogy.wordpress.com/tag/mrs-meyers/

http://www.fastcodesign.com/1664014/unify-sim-plify-amplify-how-the-mrs-meyers-brand-con-quers-a-tough-market

The competitive creative works of the company Kiss My Face regarding marketing involves print and web advertising. Exposure of this company product can be seen grouped with other health and beauty products. They appear to cater to an audience of women that connect with other factors of beauty, such as style and fashion. Kiss My Face seems more inclined to show up where there is a more modern and trendy appearance. Ads in women’s magazines are common for this company marketing campaign.

The competitive creative works of the company Mrs. Meyer’s regarding marketing involves a huge physical presence in the community. Although there are some print and web advertising seen with this company, the main marketing campaign appears to be set in the public eye. Taking the product out into the world physically exposes many new consumers that may not be shoppers. If the product is sampled and of quality then the consumer may switch brands for Mrs. Meyer’s.

Both Kiss My Face and Mrs. Meyer’s have an impressive display of product used in the stores. This is a visual marketing that communicates directly to the consumer and gives them choices involving the brand instead of other shelf brands placed next to each other. Shari Waters says, “Creating an attractive product display can draw the customer in, promote a slow-moving item, announce a sale, or welcome a season. If your store front is fortunate enough to feature one or more windows, then you have one of the most proven (and least expensive) forms of advertising at your disposal.” (Waters, 2012).

Dr. Bronner’s has no advertising available to compare. However, the passion of the company is to further increase the ability to support the activism they are involved in. So, it is feasible that an advertising campaign would benefit Dr. Bronner’s. Maintaining the company passion and integrity will be key in exposure of the product. Dr. Bronner’s does participate in community events and has a physical presence in local markets, street fairs and music festivals. I also feel a display in the stores would benefit increased awareness of the product.

References

Adkin, Jen. (2012). Interview with Bob MacLeod and Steve Byckiewicz: founders of Kiss My Face. Retrieved on December 11, 2012 at http://skincare.about.com/od/insiderinterviews/a/KissMyFace.htm

Co-Design. (n. d.). Unify, simplify, amplify: how the Mrs. Meyer’s brand conquers a tough market. Retrieve on December 12, 2012 at http://www.fastcodesign.com/1664014/unify-simplify-amplify-how-the-mrs-meyers-brand-conquers-a-tough-market

Guerrilla Sushi. (2012). [video]. Cause marketing, Mrs. Meyer’s clean day. Retrieved on December 11, 2012 at http://guerrillasushi.blogspot.com/2010/11/cause-marketing-mrs-meyers-clean-day.html

Meylah. (n. d.). How to display and present your products effectively. Retrieved on December 12, 2012 at http://meylah.com/meylah/how-to-display-and-pres-ent-your-products-effectively

Nitsch, Stephanie. (2012). Kiss sunburns goodbye: Kiss My Face sunscreen. Retrieved on December 12, 2012 at http://www.snowshoemag.com/2012/05/14/kiss-sunburns-goodbye-kiss-my-face-sunscreen/

Waters, Shari. (2012). Creating attractive displays. Retrieved on December 12, 2012 at http://retail.about.com/od/storedesign/a/create_display.htm