INDEX Market Trend Analysis Brand Building: Same house, different sound Purchasing GilleBe Venus Venus Prolong: Built to compete strong Venus Prolong: Shave fast, Enjoy long Venus Prolong: Strategy Venus Prolong: Concept Venus Prolong: MarkeIng Mix
• ComunicaIon • Price and DistribuIon
Venus Prolong: A.T.A.R. model
Concept Development • Methodology • What women want • InnovaIon sources
Venus Double Effect: Concept Venus Double Effect:
A great idea… Nevertheless Venus Prolong? The best choice!
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* Source: quan:ta:ve survey conducted on men **source qualita:ve and quan:ta:ve surveys conducted on women
• Waxing is the tom among women’s methods, followed by razor and depilatory cream.
• Gille<e is the most recognized
brand of women’s razors, followed by Bic and Venus. -‐ men perceive Gille<e and Venus as the same brand
-‐ or that they have seen women using Gille<e men's razors.
Masculine… Hairy…
Hasty… Rude.
Women associate to Gille<e higher professional skills. They are seldom aware that Venus belongs to Gille<e. They oHen do not associate to Venus products the same quality of Gille<e ones.
With an adequate adver:sing campaign it’s possible to persuade, within razor’s users, also low involved and price sensi:ve ones.
• OpImisIc forecast: 64.564.548 € Italian women x % top two boxes x tried given aware x repeat given trial
(aged 15-‐64) • PrudenIal forecast: 12.736.811 €
N° user razor* x % top two boxes x tried given aware x repeat given trial (aged 15-‐64)
(52% purchase, 43% probably purchase)
(31% purchase, 16% probably purchase)
*N° Italian women (aged 15-‐64) x % razor user (coming from a survey on 300 women)
(52% purchase, 43% probably purchase)
(31% purchase, 16% probably purchase)
We added a new element in order to reduce nega:ve effects of this method. In this way, our product would fit a new market posi:oning, becoming a direct compe:tor of other methods.
The clusters are homogeneous in socio-‐demographical paXerns. Average age is 24 years old
New razor "Venus Prolong ”, featured by a head in front and a roll-‐on behind, it allows you
shaving painlessly, effec:vely and immediately, with a long-‐las:ng effect.
The customized 4 blades-‐head and the moisturizing strips, provide you a smooth, close and a completely nick-‐free shave.
The roll-‐on releases exactly the amount of retardant lo:on you need. This lo:on, composed by natural extracts of willow and by the salicylic acid is contained in a replaceable cartridge, placed into the ergonomic, so] grip
handle. Venus Prolong" incorporates all GilleXe know how in terms of innova:on and technology and provide women their desired depila:on solu:on:
a painless shave with a long lasIng effect.
Encourage the product’s TRIAL (short te
rm).
Concentrate efforts on INFLUENCER to
sImulate word of mouth and persuade
also women that usually don’t use the
razor. (long term)
Focus not only on the efficacy of the product, but also on its differen:a:ng feature:
the retardant loIon. This in order to clearly define the main benefits:
quickness, convenience, painless, long-‐lasIng effects.
Reveal gradually the claim crea:ng ever-‐higher expecta:ons.
Consumers discover, spot by spot, the reference category, the brand and lastly the concrete product in its en:rety: our Venus ProLong
We generate two possible scenery:
one op:mis:c and
another more pruden:al.
We obtain the average annual expenditure per
capita and the units sold per year.
Lacking of profit
margin, we did not make use of this model to es:mate the product’s net
revenue.
19.966.847 Is the number of women (16-‐64 Years old)
3.887.934 I Is the number of women x % of razor’s users
Keep your body shaved is essen:al, but o]en painful and difficult. VenusPharma revolu:onizes the body-‐care’s world with "Double Effect”: a night cream developed for nowadays’ women which are commiXed but careful about their beauty. While they are sleeping, "Double Effect", hydrates and tones their skin and, in the morning a]er the shower, returns a perfectly shaved skin, as a]er the beau:cian. This cream combines an hydra:ng and a toning ac:on with a depilatory effect guaranteed by the lipophilic and hydrophilic components. During the 8 hours cream acts into the hair root, by widening the pore and weakening the bulb. The lipophilic component allows the cream to act on women’ skin without greasiness or soiling their clothes. At contact with water, the hydrophilic component, ac:vate the principle which allows the fall of the hair with immediate effect and painless. "Double Effect“ can be used whenever needed. Without wai:ng any longer for hair fresh-‐growth but keeping a smooth and hydrated skin. VenusPharma "Double Effect" new cream is sold in all pharmacies A new era for women: depilaIon is entering the
agreeable side of body care!
The product would fill a gap in the market: it is a painless and pleasant method, it is also effecIve and provide lasIng results.
Tested in a focus group, it arose great interest and enthusiasm: his main benefits were appreciated and perceived favorably.
A quanItaIve test on a sample of 155 women revealed the following data: • Top two boxes: 51,6% .If we include hesitants, the percentage rises to 82,6%. • The overall ra:ng :5.25/7. AXribute "solves the problem of pain“: 6.15 / 7, "uniqueness“: 5.35/7,
"consistent price / benefit“: 4,29/7 (with a proposed price of 38 €).
• From our research we have figured out that THE GILLETTE VENUS BRAND can NOT rely on a such STRONG AWARENESS. This is certainly a weak point when thinking about an extension in a highly regulated market such as pharmaceu:cals.
• Venus under the mother-‐brand GilleXe has a very strong associa:on with the category of razors and with tradi:onal methods of hair removal. This might lead CONSUMER CONFUSION comparing to products such as hair removal classic cream.
• This product would be a breakthrough and for this reason it would need a long-‐term strategy. This should include the CREATION OF A NEW BRAND, the coverage of new distribu:on channels and the use of specific media for the new market.