Enabling Excellent ExecutionE3

Hydro Execution in store – Engraving Promotion

1. Areas Identified for improvement

• With the launch of Proglide Olympics 1 year before our TV campaign, we had to re-adapt our ATL communication with the engraving razor promotion

• Objective: Make it happen in store with a new &innovative project in POS.

• The success of the promotion would depend on the execution in store so we had to developed a lot of POS materials…but one of the most important learnings was to execute the promotion in store…(in real time)!!

• In addition to that, we got additional on line communication through the facebook fan page of our customers

4. Examples of best practice used:

Exclusive innovative plan in Spain

2. Action plan to build capability:

• Development of different materials to communicate our great promotion & make it happen in store in a very easy way…we need just a machine & a new “salesman” in store.

• We have been able to connect emotionally with shaving shoppers and specially female target!

• We have generate brand loyalty

• Where: Hyper Channel (Hipercor) + D&P (Cadyssa)

3. Investment & Resources:

• Cost of materials• Human cost 160€/journey• Machine – 7k

Better… Faster… More Consistently…

NB Confidential! – Internal use only

Enabling Excellent ExecutionE3

Hydro Execution in store – Engraving Promotion. Background

In March/April 2012, Gillette launchs Proglide Olympics version with 2 up – 4,95€…1€ below of Hydro 5 razor 1 up….

4,95€

How can we give this new consumer who has entered in the category through Olympics, a Hydro razor (engraved) to gain their loyalty into the brand?

1 Increase Penetration 2 Differentiation. USP

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NB Confidential! – Internal use only

Enabling Excellent ExecutionE3

Hydro Execution in store – Engraving Promotion. Communication Plan

We have developed many materials to communicate the exclusive promotion in shelf &secondary positioning

NB Confidential! – Internal use only

Enabling Excellent ExecutionE3

We have developed many materials to communicate the exclusive promotion in shelf &secondary positioning

Hydro Execution in store – Engraving Promotion. Communication Plan in store

The execution in store was through POS materials and with the support of Hostesses with an engraved razor. They communicate that in check out is our “salesman” engraving razor in real time

NB Confidential! – Internal use only

Enabling Excellent ExecutionE3

When customers pay the shop, our saleman is in front of check outs communicating the innovative promotion.

Shoppers get the razors engraved at real time

Hydro Execution in store – Engraving Promotion. Get it at real time (Hypers)

NB Confidential! – Internal use only

Enabling Excellent ExecutionE3

Our execution in D&P channel was amazing with our stand just in front of the main entrance!!!

Hydro Execution in store – Engraving Promotion. Get it at real time (D&P)

NB Confidential! – Internal use only

Enabling Excellent ExecutionE3

Our customers have communicated the promotion in their social networks (Facebook & Twitter)

Hydro Execution in store – Engraving Promotion. Free communication in Digital Media

NB Confidential! – Internal use only