P&G Business Challenge 2012
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Transcript of P&G Business Challenge 2012
P&G Business Challenge
Gillette Venus
Agenda • Research methods
• Market
• Focus on…
• Insights
• Brand
• Concepts
• Concept Test
• Launch Strategy
Qualitative analysis
15 laddering interview 1 Focus group with7 partecipants
1 interview with a Doctor
Average duration 57 minutes Duration 2 hours 45 minutes
Duration 30 minutes
Observations 3 Store (supermarkets) visited 5 Hours of observations
25 consumer observed
Quantitative analysis 2 Online surveys Total 302 respondents
Dataset
280 pages of transcription ,1 collage, 2 Photograph Databases to supporting the techniques (60 photos + 2 adv)
17 hours and 14 minutes of audio/video file
2 surveys
Techniques ZMET, TAT, Notness, Shopping list, Association tests
Concept creation
Brainstorming
First Screenig
Second screaning
Concept testing
1 creative focus group (using idea drawing & idea writing tecniques) 1 screening focus group 1 inside screaning 2 concept tests with online survey
Research Methods
Secondary Data MarkUp, Nielsen, Largo Consumo, Unipro
Land
scap
e
Body toiletry
Value 1.272 mil €
+0,3 in 2010
Cosmetic depilation
5,7% of the market
Vauee 73,11 mil €
-0,7% in 2010
Cosmetic depilator
70% of the market
Stable market
ready-to-use wax strips and cream guide the market, followed by wax
products and complementary
products
Booming of wax segment thanks to the introduction of
new formats: gel and roll on that represent
an interesting potential market.
Razors
30% of the market decreasing in2010
Retailing
Perfume shops 6%,
90% Large retailers
Drugstore +10,2% Superstore –1,1%
Supermarkets –0,3% Minimarket –5,3%
Apothecary’s shops 4%
Elettric hair remover
+10,5% in 2010
Epilators
67,7% MS
Elettric depilators
4,1% MS
IPL
28,2% MS
Without IPL contribution on the market
-7,7% in 2010
Market
After treatment
Hair lightening
Hair Minimising Moisturizing Oil
Depilation
Razors
Creams Mousse
52% MS Worldwide - razors 7° on the italian Top Brand Bodycare ranking
Epilation
Epilators
Wax Products IPL
“Do-it Yourself ” Hair remover tools
55% MS Worldwide - depilation
% of
users 29.1% 33.1% 3.60%
26.50%
1% 6.60%
In addition to the frequency of use, seasonality holds particular importance for all hair remover tools: especially in summer, it increases opportunities for consumption, but requires greater efficiency and convenience.
6,20% 2,30%
40,60%
2,00% 7,00%
37,50%
33,30%
5,90%
25,60%
9,40%
35,30%
23,30% 100,00%
42,90%
6,20%
66,70% 45,10% 25,60%
42,90%
11,80% 16,30% 14,30%
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
Razors Cream Wax products
Epilators IPL Never at home
Less than once a month
At least once a month
At least twice a month
At least once a week
At least twice a week
Daily
How often do you use your hair removal tool?
In winter, for example, you shave less, because both you don’t want to waste your time and you don’t want to spend so much… in summer it becomes a job!
Claudia
Consumption and Usage Market Statistics*
*data from quanPtaPve analysis
Razors users
Razor? A commodity good, a product carrying low emotional involvement. When purchasing, female customers don't perceive any difference among the available products, however a razor can be found in ladies' “bags” at all times.
Daily Once or twice a week
“I’m addicted to my razor…” Melania
Emergency Only!
“Desperate times call for desperate measures!” Diana
Focus On…
Insights
…razors have to be very, very, vey cheap, ... less than 5 € per pack. Wax may cost a bit more ...
Eleonora
... No, I don't find them comfortable, I think disposable one’s are more comfortable .
Laura
"No. .. it's like taking a doctor's appointment in a certain way: so today I have to go to the beautician, I just have to go!”
Matilde
".. In the museum of torture, in my opinion, there should be a picture of the Silk Epil.”
Melania
".. Waxing leaves the skin smooth, and over time it weakens the hair ...."
Manuela
"... There are women who can not wax: the reason could be irritation of the skin and broken capillaries ...”
Camilla
"...These tweezers spinning at a disproportionate rate and tear hair up, but at least they rip them up …
Sofia
The perfect tool
Man, Gillette is man, razor for man, or shaving cream, etc... on TV, "the best a man can get" is Gillette!
Eleonora
The woman who uses Venus I think is a little more attentive to the body care and is willing to pay something more…
Alice
I think swords are more linked to men than women. Even if she shaves her legs with it, I sense it as masculine.
Aurora
It's a brand that I associate less to body care because it also makes pens, lighters, etc.
Eleonora
Specific
General
Brands map
Male Female
? ?
What a confusion! (in the hair removal brands’ world)
If I need a razor, and there isn't a Veet or Venus one, it's not a problem for me buying a Gillette razor, which I know are of good quality.
Eleonora
“..you buy it, even though they cost a lot, like 6 €, (it's a madness!) .. but they last longer! it has two ribbons ... so it irritates you less ... well, Venus is the best!”
Camilla
”… advertising affects you because it says smooth legs…
Federica Ri.
Well, Venus it's also recognized for the jingle that makes me associate the ad with the brand ... ”
Alice
Even if confusion reigns, Venus can count on strong brand elements!
Brand Elements
Brand elements
Insights
Cre
ativity Intuition
“Prince charming exists! The new "Venus Natural Touch”, the first natural epilation system that reduces pain. Kind and protective: thanks to an innovative and natural resin, it grabs hair without hurting the skin. The cartridge system makes it very pratical. It doesn’t make you wait: once you turn it on, it immediately releases the resin at the r ight temperature. You won’t need any stripes, your hand will be enough and it will remain clean. Respectful: it fits with all kinds of skin and it’s especially recommended for the ones who suffer from post-epilation complains. Venus Natural Touch: “tough with hair, delicate with skin!”
Venus Natural Touch
Device price: 22,90€ + 2 refill Refill price: 9,90€ x 2; Refill Size: 100 ml
Concept Production
Design by
RESIN REFILL
BUTTON TO RELEASE RESIN
ERGONOMIC HANDLE
ADJUSTABLE NOZZLE
WiiSHAVE by Venus
Venus Retardant Spray Stop the clocks? Now it’s possible with the brand new Retardant Spray by Gillette Venus. A cream spray based on eflornithine that slows down the regrowth and keeps your skin hydrated. Eflornithine is a clinically tested enzyme that helps you delay the regrowth. It has never been so easy! As all the retardant products, it requires a daily application. The atomizer makes the use to be quick, pratical and pleasent. Moreover you won't need to spread the product neither it will make you greasy.
Concept Production
Shaving becomes fun! Wii Shave by Venus is the interactive and original way to beat the boredom of “do-it-yourself depilation”. Thanks to the Wiimote technology and the innovative Venus razor head, provided with special motion sensors and built-in moisturizing soap bars, shaving will be a game! Sensors, once connected with the controller, will let you keep your shaving statistics always up-to date, while soap bars, with their moisturizing effect, will allow an immediate shave, leaving the skin smooth. Turn shaving into a challenge, play mini games, earn points and rise in online rankings. WiiShave by Venus: Shave for fun!
Price: 4,99 € Format: 300 ml
Price: 24,90 € game & razor
We tested 2 concept and the winner is...
...Venus Natural Touch!
pain reduction
quick application always at the right temperature
it leaves no residue
Concept Test
RESIN REFILL
BUTTON TO RELEASE RESIN
ERGONOMIC HANDLE
ADJUSTABLE NOZZLE
Quantitative reasons
Mean 5,44 Mean 4,64
Probability to purchase %
Definetly would buy 10,2
Probably would buy 34,3
Market reasons • Follow up the positive grow
of the roll-on wax tool market.
• Play on a better multichannel strategy for Venus natural touch.
Mean 4,86 Mean 4,32
Grade of innovation (1 low - 7 high) Grade of innovation (1 low - 7 high)
Probability to purchase %
Definetly would buy 12,7
Probably would buy 59,4
Global likeability of the product (1 don’t like - 7 like)
• Perception problems on the “Retardant” effect that need stronger comunication investements
• Stability of hair minimising products market
Why, Why not?
Global likeability of the product (1 don’t like - 7 like)
Concept Test
Venus Retardant Spray Venus Natural Touch
12 months after lauch, the goal targets for this product are to reach: • 5-6 % of the potential consumers in the “innovators” and “early adopters” groups. • 8-10 % of market share (vol.) in terms of sales in the national market.
Forecast Demand and Sales
% Potential Consumers (%PC) = %Awareness(brand) x %Awareness(product) x %Perceived Innovation x %Trial x %Availability
N= 19 mln Italian women (aged 15 – 60) Market Share = (N x %PC x No. of Uses of Product) / Total Demand
Positioning: Functional positioning based on expected benefits of the product. Target Market: The launch, exclusively for the Italian market, is scheduled for Spring 2013 in order to leverage on the seasonality element. Time Frame: The product will be recalled only in case of failure in reaching the target market share within the first 18 months (2 Summer seasons). Portfolio Management: Cannibalisazion risk < 10%
Go to Market Launch Strategy
A) Packaging: • Eco-friendly • Information on specific benefits of the product B) Promotion & Advertising: • Objectives:
1. Create thrill 2. Involve Opinion Leaders to gain knowledge and credibility 3. Stimulate Trial
ü Key Communication Elements:
ü Claim: “La dea ha scelto la resina: decisa con i peli, delicata sulla pelle”
Marketing Mix Launch Strategy
Preannouncement
Pre-launch
Launch
Post-Launch
Opinion leader reviews Show and tell Specialised magazines
Social media
Improve rankings in Google search
3 store in Italy (MI, RO, NA)
Viral marketing on a totally new website
Mass media advertising
Community test on relevant websites
Communication Timing
Launch Strategy
Focus on Viral Marketing • Online “teaser” video: Sequence of ladies’ bust showing a scared expression. Follows a
second shot of the same ladies, this time chilling and smiling after a lucky escape.
VIDEO SAMPLE*
Launch Strategy
*Viral video aVached
Focus on Temporary Store
• Product trial in separate studio • Product demonstration • Special offer on Summer Edition Pack (beach bag + beach
towel) • Discount voucher to buy refills (only purchasing the product
and taking part to the trial as well as the casting) • Gadgets & Brochures • Meet the Experts • Lounge & Music • Overall experience based on communicating the brand
elements • Casting for the next TV Adv. campaign
duration of 10 days in: MILAN - ROME - NAPLES
Launch Strategy
C) Place: • Mass Merchandisers: Slotting position next to Wax Roll on tool (near Veet) • Speciality Retailers of consumer electronics: Slotting position next to IPL and electric
epilators
• Sales Promotion: § Promoters for in-store demostration § Displays, PoP materials § Bundle offer at the beginning (device + 2 refill)
D) Pricing: • Rapid Skimming strategy • Skim Price:
§ Device: 22,90 with 2 refill included § Refill: 9,90 € x 1 pack with 2 refill (to reduce price clarity)
Marketing Mix Launch Strategy
...See you in stores!
Thanks by Giulia Cozzi
Gaetano D’Imprima
Marco Girometti
Gloria Mattioli Andrea Misticoni
Marco Moracci
Michele Popolo