Edge Shave GelBy Dan Sheehy and Joe Kelly

November 20, 2013

Product & Brand Competitors

Gillette commands about 48% of the shaving gel and foam market.

Market Share 2nd behind Gillette with 29% of the shaving gel and foam

market. Current Position

2nd rate to Gillette.

Marketing Challenges Gillette spent $33.3 million in 2009, more than triple the

$10.5 million spent by Edge.

Target Customer Prospect: James Ford

Age: 23

Location: Urban

Occupation: Recent College graduate who works in a business causal setting.

Buys shaving products at local convenient stores such as Walgreens or CVS.

James is interested in buying shaving products to keep up his appearance in the workplace.

Tagline

“What’s Your Edge?”

Magazine Ad 1

Magazine Ad 2

Magazine Ad 3

Magazine Ads

Billboard

Promotion and Social Media• Movember Picture competition

• Chance to win a trip to Sydney, Australia to see Bruce Springsteen on February 19, 2014

Guerilla Marketing Concept

• Free shaves in malls throughout the holiday season.

Website and Mobile

TV Commercial

Summary & Questions