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