Murostrada $

Lorenzo Versari 755250

Lorenzo Camilletti 755476Stefano Posillico 754958

Alberto Lanzi 753521Giovanni Carfì 754851

Our ObjectiveLaunch of Gillette Fusion Proglide Flexball in Italy

HOW?• Building a SWOT analysis • Targeting a specific kind of customer• Creating and developing a big idea to convince people to

purchase it

Gillette SWOT Analysis

SWOT Analysis:➢Brand Recognition

➢Advertising Power

➢Strong reputation

➢Wide variety of products

➢Market shares Leader

➢Innovative Company

➢Effective distribution channel system

SWOT Analysis:

➢Costlier than other razors

➢Only one electric razor

➢Accessories quality lower than competitors

SWOT Analysis:➢ Internet

➢ Increasing in high-quality product

demand

➢ “Mobile is the future of marketing”

➢ Working environment requires more

care of the image

SWOT Analysis:

➢ Mature market

➢ (“Crisis effect”: shaving is no longer perceived as a strong need)

➢ Change in consumers’ perception: Gillette perceived as a luxury brand

➢ The “Beard” trend (in particular among young people)

➢ Elastic demand

“I am Lorenzo, I’m 25 years old. I like doing sports and in my spare time I like hanging out with friends, meeting new people(……) and travelling.In my life I want to be a successful manager. For me shaving is care of self-image,even if I keep the beard, I want it to be precise. After all, my face is the cover I present to the world. In my job I have to keep it clean. Hygiene also matters to keep my skin in good conditions. I shave less than in the pastcuz I like keeping the beard, it makes me more confident and my face look like more adult.”

Meet our target

The Big IdeaAdvertising campaign focused on ➢ New innovations➢ Satisfaction of consumers needs ➢ From utility → necessity➢ Dynamism Flexball is the solution:

➢ Practicality➢ Dynamism ➢ Accuracy➢ Skin Protection

PROMOTIONAL VIDEO

In-store

Big Idea ImplementationDigital – Social media

➢Monitors on shelves showing Flexball’s functions and effects

➢Testimonial Panel to generate emotional feelings

➢Questionnaire rewarded with a coupon to buy Flexball at lower price

➢Emphasizing products features through videos (e.g. “Beard of the week”)

➢Creating games (e.g. “Best shaving of the month”) with prizes (free Flexball)

➢Creation of TV series on the brand or product’s history (Netflix)

Digital planBanners

Social Media

You TubeApp

Advertising

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• Continuous-Decreasing Advertising Timing

• Source of the message: Actors and Athletes → attractiveness

➢The product will be collocated right before the “Power” series

Pricing Strategy

Fusion ProglideMSRP=$11,29

Fusion PowerMSRP= $13,29Fusion Flexball

Our MSRP=$12,69

➢The product is a more advanced version of the Fusion Proglide thus capable of a better performance

➢It’s positioning under the current assortment won’t create friction with the “Power” line

Pricing Strategy➢The strategy will see the product

launched as standalone

➢Price discrimination for certain kind of costumer will be provided on launch:

-discount for loyal costumers

Prouct Placement in store will be consistent with the strategy already utilized in the past:

➢Emphasize the gilette brand giving a considerable place in a key point of the Store (big stand, cardboards)

➢Place Blade refills also near the cashier in order to remind people that they need them

➢The positioning on the shelves should create awareness on the new entry without cannibilizing parent products

Placement

Producer Retailers Consumer

Channels

➢The chain of distribution won’t include Wholesalers

➢ P&G network is strong and wide enough to reach a considerable share of consumers in an efficient way

➢ There is no need to add the cost of adding Wholesalers, at lest is not that profitable

Conclusions• Making Gillette Fusion Proglide Flexball a necessary good.• Idealizing it as a key for success • Targeting young people but considering also loyal adults• Exploiting Internet’s potential to show its «power»• 6-month advertising campaign