GILLETTE PROJECT BREAKTHROUGH!

BLUETOOTH TEAM

AGENDA

I. INTRODUCTION– MISSION– STRATEGY:

• GOAL• GRAND STRATEGY• BUSINESS OPPORTUNITY

II. DETAIL MECHANISMIII. EXECUTIONIV. DISCUSSION

INTRODUCTIONPART I

P&G ABC 2014 MISSION

WE WILL PROFITABLY GROW GILLETTE INDONESIA SALES BY 20% NEXT YEAR

…By getting 100% of it from upgrade in product used by customer since it’s done within one year

Average barrier to upgrade: 347%

No Product Name Gillette Mach 3 Gillette Vector Gillette Blue 3 Dispo Gillette Blue 2 Dispo Gillette Goal 2 Dispo Gillette DESystem

1 Gillette Mach 3 0% 0% 0% 0% 0% 0%2 Gillette Vector 232% 0% 0% 0% 0% 0%

Disposable3 Gillette Blue 3 Dispo 276% 13% 0% 0% 0% 0%4 Gillette Blue 2 Dispo 660% 129% 102% 0% 0%5 Gillette Goal 2 Dispo 759% 159% 128% 13% 0% 0%

DE6 Gillette DE 1695% 441% 377% 109% 109% 0%

Movement will be between variants which has average barrier to upgrade below average barrier to upgrade (red color)

OUR STRATEGY

Gillette now successfully sells men’s shaving category product in Indonesia, accumulated on Goal product

Gillette Goal II Dispo accumulate ~43% of Gillette total sales …

…whereas, this product range is on the mature stage now

Need to diversify other portofolio product to maintain Gillette position as market leader

LowHighHigh

Low

Growth

1

2 3

4

However, Gillette Vector could be the potential product of Gillette to be developed

Marketshare

Could be switched into either cash cow or star!

Indo-2 is our main target to increase the sales of Gillette Vector

Salary200 – 500 USD

Age20 – 30 years old

Size of population132 million (~47%)

OccupationStudent and fresh start employee

MEET PUTRA

Putra is the Gillette Goal 2 user, yet still demands safety, reusable, high performed shaver

Well-known brand in Men Shaving

Gillette Goal 2 has high awareness of recognition as men shaving product

Affordable price

Strong distribution channel

Nevertheless, Putra is our potential consumer to be moved into our Vector product which the cost is not high as much as the benefit he will get

PART IIDETAIL MECHANISM

Timeline activation overview: our strategy enhances Gillette 20% of sales through Gillette true brand spirit

11,600 M

Increase awareness of Gillette Vector

Enhanced associations

Execute the Indonesia launch strategy for Gillette Vector• Gillette Vectorun• 4S winning selling

strategy• In-store ambassador

Embracing emotional side• through Viral video

Achieving 20% of sales

Indo-2 as Gillette

disposable user

Budgeting plan

Period plan

8,400 M

12 month12 month

Indonesian men do not consider shaving as a significant enough activity to justify such a premium.

The customers buying situations. are :• Aware• Informed• Interested• Intending to buy

“The shave is about the same.”

COMMUNICATION PLAN

vs ?

The Best A Man Can GetGillette Vector: “Three Best Experience in Just One Hand”

From Burning effect after shaving

To Gillette Vector offers fewer stroke with less irritation solution

The consumer Transformational Goal:

3 Best Experience of Gillette Vector

1

23

Less irritation

Reusable

Sharp

To bust consumer barrier using the idea, We define AVA Strategy for the pilot project

GilletteGoal II

GilletteVector

A

Booth

Sticker

V

Direct Selling

Lucky Dip for Purchasing > IDR 20k

A

vailability isibility dvocacy

Examining communication strategy for Gillette Vector

Gillette Vectorun is aimed to increase the brand exposure to our target consumer

1. Running for cause2. 50,000 IDR for registration fee, include:

• Gillette vector in goodie bag in finish line• T-shirt, etc

Viral video Gillette Indonesia

SOCIAL MEDIA

4S winning selling strategy to increase direct in-store selling Vector product

Shelf talker

Informative visualSHAVE

Experience the Gillette Vector 3 best advantages

Marketing Activity Sales Payout

No Possible Spending Unit Cost Times Applied TotalCost Payout Forecasted Payout1 Digital 700 4 2800 3 84002 In-Store Ambassadors 300 4 1200 3 36003 Gillette Run 500 4 2000 4 8000

Total 6000 20000

*all in M

P/L annual (forecast)Variant Name Sales per Variant Total

Sales RevenueSystem

1 Gillette Mach 3 5,3894677872 Gillette Vector 30,31415848

Disposable3 Gillette Blue 3 Dispo 7,1921153854 Gillette Blue 2 Dispo 12,718498025 Gillette Goal 2 Dispo 38,7796419

DE6 Gillette DE 9,88

Total Sales Revenue 104,2738816

Cost1 Gillette Mach 3 3,0017288942 Gillette Vector 15,28444966

Disposable3 Gillette Blue 3 Dispo 3,6988021984 Gillette Blue 2 Dispo 6,6038355125 Gillette Goal 2 Dispo 21,07589234

DE6 Gillette DE 4,94

Total Cost 54,60470859Gross Profit

1 Gillette Mach 3 2,3877388932 Gillette Vector 15,02970883

Disposable3 Gillette Blue 3 Dispo 3,4933131874 Gillette Blue 2 Dispo 6,1146625115 Gillette Goal 2 Dispo 17,70374956

DE6 Gillette DE 4,94

Total Gross Profit 49,66917298Marketing Expense 6Net Profit 43,66917298

EXECUTION

PART III

Execution Product Mix

No Product Name Unit/Package Quantity RSP Cost/Unit Total Revenue Total Cost Profit1 Gillette Vector 1 70 10000 6000 700000 420000 2800002 Gillette Mach 3 1 40000 22000 0 0 03 Gillette Blue 3 Dispo 2 11000 5400 0 0 04 Gillette Blue 2 Dispo 2 70 5000 2700 700000 378000 3220005 Gillette Goal II Dispo 2 5000 2500 0 0 06 Gillette Edge 5 2500 1100 0 0 0

1400000 798000 602000Total

Execution Spending

No Possible Spending Unit Cost Quantity Total Cost1 Bidding Location 350001 1 3500012 Minibooth 150000 1 1500003 Flyer 500 lembar 70000 04 Exbanner 60000 05 Spanduk 40000 06 Sticker A3 x 2 30000 1 30000

530001169999100000

7 69999

TotalRest of Budget BRetained Profit

Other Spending

Forecasted P/L Execution

Total Revenue from Sales 1400000 COGS 798000Operating Profit 602000Addition to profit 100000Total Profit 702000

PL Statement

PART IVQ&A