Gillette.ing
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
667
On Slideshare
667
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Marke&ng:  Sebas&ano  Crascì  Ma2a  Fachine2  Viola  Serafini   7  o:obre  2011  Copy:  Davide  Calvi  Chiara  Lazzaroni  Aurora  Licandro  
  • 2. BRAND  !   Gille:e   is   a   Procter   &   Gamble   mark,   at   the   moment   it   is   used   for  security  razors  and  personal  care  products.  !   The  brand  structures  his  products  basing  on  the  morning  shaving  ritual.  There  are  three  moments:  before,    during  and  aSer  shaving.    !   Gille:e   gives   great   importance   to   the   brand   centrality;   the   logo   and  the  brand  name.  In  fact  we  find  the  brand  name  in  all  the  products.  !   The  packages  are  designed  to  answer  to  the  target  expecta&ons.  We  always  find  men’s  strong  signs,  like  chroma&sm,  frequently  in  blue  and  grey,    bold  and  metallic  fonts.  
  • 3. DISTRIBUTIONS  CHANNELS  !    GDO  ! Perfumery   and   herbalist’s   shops:   the   selec&ve   channel   focus   on   the  fragrance  extensions,  because  every  man  essence  has  also  an  aSershave  with  the  same  smell.    ! Pharmacy:  sell  par&cular  products  for  people  who  have  specific  problems  like  irritable  skin,  allergy,  ecc.  this  products  are  oSen  made  with  natural  ingredients.    
  • 4. THE  PRICE  !   The  price  changes  according  to:  types  of  razors,  number  of  razors  in  the  pack  or  features.  !   Mousse,  foam  and  gel  are  posi&onated  in  a  limited  range  between  2  and  4  euros.  ! ASershaves  prices  can  fluctuate  up  to  6  –  7  euros  
  • 5. BRAND  POSITION  GAMMA  AMPIA  GAMMA  LIMITATA  PREZZO  RIDOTTO  PREZZO    ELEVATO  §   GILLETTE  §   BIC  §   WILKINSON  Fonte:  Mark  Up  
  • 6. !   Gille:e  is  the  leader  brand  in  Italy,  ahead  of  Wilkinson  and  BIC  !   Share  of  the  market:  !   54,5%  in  volume  !   77,8%  in  value  !   First   posi&on   also   for   the   selling   of   foams   and   soaps   before   and  aSer  shaving  (more  than  20%  →  source:  mark-­‐up.it)  !   Turnover:  about  €  140  mio.  !   The  market  is  facing  a  decreasing  period.  The  disposable  segment  is  s&ll  growing,  thanks  to  the  technical  innova&on.    MARKET  1/2  
  • 7. MARKET  2/2  Share ofvalueVar. point(2009)Share ofvolumeVar. point(2009)Gillette 77,8 -1,1 54,5 -1,7Wilkinson 11,5 +0,4 13,6 -0,3Bic 8,1 +0,4 20,7 +0,6Altri 2,6 +0,4 11,1 +1,4AT  28/03/2010   Source:  Nielsen  
  • 8. Compe&tors:  !   In   1772   Henry   Nock   founds   his   steelworks   in  London.  !   In   1804   James   Wilkinson   inherit   the   ac&vity  giving  it  his  name.  !   In   1898   they   launch   the   first   razor,   the   “Pall  Mall”   which   sa&sfy   the   expecta&ons   of   the  consumers  for  its  design  and  brilliant  handliness.  !   In   2001   they   launch   “Xtreme   3”   the   first   three  bladed  disposable  razor.  !   In   2004   they   invented   “Four”   the   first   four  bladed  razor.  
  • 9. Compe&tors:  ! Created   in   1945   in   France   by   Marcel   Bich,   it  revolu&onized   consumer’s   everyday   life,  introducing   innova&ve   products   such   as  disposable  pencils,  lighters  and  razors.  ! It   offers   a   full   range   of   products   planned   to  sa&sfy  the  consumers  requirements,  both  man  and  women.  ! It’s  a  big  actor  in  the  disposable  market.  !   In  1975  they  launched  the  first  disposable  Bic  razor  (the  BIC  Orange)  which  is  the  most  sold  Bic  razor.  ! Every   day,   consumers   all   over   the   world,   buy  more  than  11  million  Bic  razors.  
  • 10. Compe&tors  -­‐  Communica&on  ! Both   Wilkinson   and   BIC   have   increased   their   marke&ng  strategy    adap&ng  it  to  the  new  web  standards.  ! Both  created  brilliant  viral  campaigns  which  became  popular  among  net  users  all  over  the  world  and  generated  millions  of  views.    
  • 11. Wilkinson  case  history  1/4  2007,France,  Wilkinson  become  popular  with  a  2-­‐minute  Hollywood-­‐like  blockbuster  trailer  in  3D  anima&on,  posted  on  selected  websites  and  blogs.    They  also  created  a  partnership  with  a  radio  sta&on  and  a  TV  channel.    Today  it  has  5.600.000  visualiza&ons  in  youtube.    FIGHT  FOR  KISSES  h:p://www.youtube.com/watch?v=LuSBCIV1zuQ                
  • 12. Wilkinson  case  history  2/4  Beyond  the  video  there  is  also  a  facebook  applica&on  (the  first  in  Italy)    and  a  specific  site  with  the  advergame.  You  have  to  register  on  the  game  site  and  then  you  can  play  choosing  to  be  the  Dad  or  the  Baby,  figh&ng  for  Mom’s  affec&on.  www.y-­‐wilkinson.com    
  • 13. Wilkinson  case  history  3/4  !   The  buzz  and  massive  free  PR  generated  by  the  concept  Fight  For  Kisses  were  equivalent  to  12  &mes  the  media  budget  invested  on  the  opera&on.  !   Website   visitors:   10.900.000   coming   from   220   countries   (between  September  10th  and  December  12th  2007  /  source:  Google  Analy&cs).  !   400  000  downloads  of  the  advergame.  !   6  millions  views  of  the  Trailer  on  Youtube  and  dailymo&on.  !   5000   French   and   interna&onal   blogs   enhanced   the   campaign.   Free  exposi&on  on  na&onal  TV  and  na&onal  and  interna&onal  radios.  !   On   the   business   side,   Wilkinson   gained   5.4   points   of   share   of   market  (volume)  on  the  disposable  segment  and  became  the  new  segment  leader.  
  • 14. Wilkinson  case  history  4/4    •  RASA  IL  PRATINO    Follow  in  2011  by    •  CHIOMETTE  PERFETTE    Which  in  four  months  has  reached  11.000  visualiza&ons.  2010,  in  Italy  they  uploaded  a  new  video,  this  &me  for  female  consumers,  which  today  has  about  567.600  visualiza&ons.  
  • 15. BIC  case  history  April  2011,  BIC  launch  a  video  on  the  web.  WTF  Insane  Human  Curling  by  BIC  Flex  3    h:p://www.youtube.com/watch?v=FlCVE0OG-­‐tI      ! This  video  has  now  about  2.300.000  visualiza&ons.  !   Beyond   the   video   they   created   a  game  on  its  youtube  channel  and  a  facebook  page  which  has  now  7600  likers.  
  • 16. Other  razors  communica&ons  !   2009  Braun  launchs  a  campaign  on  bus  and  tram.    ! There  were  two  s&ckers  posi&oned  on  the  plazorm  which  separates  the  carriages;  the  plazorm  move  up  and  down  and  Braun  PocketGo  simulated  the  shaving  thanks  to  the  direc&ons  change  of  the  vehicle.        
  • 17. Unconven&onal  Gille:e  Campaign  1/3  •  2009  Gille:e  did  an  ambient  in  a  hockey  camp  with  an  ice  cleaner.    
  • 18. ! February  2011,  Gille:e  placed    on  a  building  wall    in  Soho,  New  York,  a   big   poster   with   the   face   of   the  Baseball   champion,   Derek   Jeter,  Yankees  captain.  !   The  poster  was  painted  every  day  showing  the  shaving  ritual:  the  first  day   shabby,   the   second   day   with  foam,   the   third   day   shaved,   the  ritual  repeats  every  three  day.  Unconven&onal  Gille:e  Campaign  2/3  
  • 19. ! June   2011,   Gille:e   created   a  giant   poster   of   the   tennis  champion   Roger   Federer   on   a  football   field   in   London   using  3.000   liters   of   green   and   white  ecologic  paint  .  ! Then  the  2.800  mq2  portrait  was  decorated   with   1.000   liters   of  foam  then  the  shave  started,  first  with  a  par&cular  lawn  mower  to  remove  the  foam,  then  with  a  big  Proglide   razor   copy   for   the  finishing.  Unconven&onal  Gille:e  Campaign  3/3  h:p://www.youtube.com/watch?v=ynmKBFLmVWM&feature=player_embedded  
  • 20. CONTEST  HISTORY  !   The   contest   was   created   in   2008   in   order   to   find   new   young   football  champions  !   Gille:e  wants  to  celebrate  skills  and  values  of  the  Future  Champion  !   In   2008   this   contest   was   realized   with   four   athletes   coming   from   four  different   sports   (Giovinco   →   Football;   Datome   →   basketball;   Bone2   →  Volleyball;  Belo2  →  Swimming)  ! Since   2009   the   categories   were   deleted   to   focus   the   a:en&on   only   on  football  players  because  of  their  fame  ! During   the   years   the   campaign   has   been   more   addressed   on   the  unconven&onal  media  
  • 21. OBJECTIVES  ! Reinforce   the   emo&onal   legacy   between   Gille:e   Brand   and   the   young  target  !   Rise  the  notoriety  of  the  campaign  “Gille:e  Future  Champion” among  the  users  ! Hold  a  huge  interest  of  the  journalists  about  the  contest  ! Try  to  involve  not  only  experts  but  also  bloggers  and  influencers  !   Involve  guys  and  the  users  through  unconven&onal  media  and  events  that  could  a:ract  the  a:en&on  
  • 22. TARGET  !   STRATEGIC   TARGET:   Men   18-­‐34   wet   shavers,   seeking   high   performance  grooming  products.  !   POME  (Point  of  entry  users):  15-­‐24  year  old  !   Young  adults:  25-­‐34  year  old  ! Increase  interest  and  awareness  of  Brand  Gille:e  among  the  entry  users  !   Rise  the  iden&fica&on  in  par&cular  of  the  POME  in  the  players  chosen  for  the  contest  ! Push  them  vo&ng  one  of  the  selected  players  on  the  website  through  an  holis&c  programme/plan  that  lasts  over  the  whole  contest  
  • 23. CAMPAIGN  2008  ! Adv  television  to  point  out  the  characters  close  to  the  products  ! Realiza&on  of  4  short  viral  videos  of  each  player  ! Crea&on  of  4  MySpace  profiles  in  order  to  increase  the  intera&on  with  the  target  !   Opening  of  a  Facebook  group  to  support  the  campaign  ! Structure  used  also  in  other  countries  for  the  same  contest    
  • 24. CAMPAIGN  2009  !   Strong  Adv  television  in  associa&on  with  the  new  razor  !   Penetra&on   on   Facebook   with   a   specific   group  for  the  contest  !   Crea&on   of   a   viral   video   on   Youtube   (“Il  Monotriangolare”)   to   exploit   the   skills   of   the  three  players  !   Spread   of   three   short   viral   video   (one   for   each  contender)   linking   thier   ac&vity   with   Gille:e  products  !   Realiza&on   of   a   advergame   on   internet   and  Facebook  based  on  the  Monotriangolare  idea  
  • 25. CAMPAIGN  2010  ! Par&cular  focus  of  the  strategy  on  the  web  2.0  with  the  transforma&on  of  a  normal  PR  campaign  in  a  digital  ini&a&ve    !   Contest   launch   with   a   web   press   conference   in   which   were   involved   55  italian  journalists  and  bloggers  !   Strong  ac&vity  of  media  rela&ons  on  and  off-­‐line  ! Viral  videos  with  the  three  players  and  spread  of  short  videos  linked  to  the  Gille:e  products  like  in  2009  ! Crea&on   of   an   advergame   put   on   Facebook   and   opening   of   the   official  italian  Gille:e  (7.088  fan  during  the  first  two  months)  !   Awards  Ceremony  made  thourgh  a  classic  press  conference  followed  by  50  partecipants,  with  Marco  Materazzi  as  special  guest,  and  live  updates  plus  photostreaming  on  the  Facebook  page  
  • 26. •  In  Italy  smartphone  possess  between  15  and  24  years  old  people  is  ge2ng  close  to  tradi&onal  mobile  phone  possess.  Source:  Nielsen  Mobile  Media  2010  (Featured  Insight  )    Italy  has  the  most  smartphone  penetra&on  between  15  and  24  years  old  than  other  Countries    Why  smartphone  app?  
  • 27. COSTS/1  Tensile structure 77,5 mq 7.800€15 rental vans 1.050€10 rental table football 500€10 maxi stickers 200€Catering for 100 people 5.000€15 people staff 1.050€TOTAL 15.600€LAUNCH EVENTRental FrecciaRossa hall 3.000€10 people staff 500€Piccinini presence 1.500€Catering for 100 people 5.000€TOTAL 10.000€AWARD CEREMONYApp Smartphone 25.000€30.000 stickers with free Qrcode 4.500€TOTAL 29.500€OTHERSSet 55.000€Rental proiectors + people 40.000€Rental 8 cameras + 8 people 15.000€Post-production 25.000€Director 5.000€Art Director 2.500€Make up artist 1.000€Editor 1.500€TOTAL 145.000€VIDEOCLIP REALIZATION25 metres tall inflatables (6 in total) 15.000€3 rental kiosks 1.200€10 maxi stickers 200€6 people staff 420€66 tickets stadium + benefits 3.300€TOTAL 20.120€EVENT AT THE STADIUMS
  • 28. COSTS/2  Gazzetta dello SportSportMediasetTuttoMercatoWeb 4 days at the end of september and 4 days at the beginning of decemberPLANNING INTERNET BANNERSDay launch and 06/11/1120-21/09/11 for Milan - Udinese and 15-16/10/11 for Atalanta - UdineseDays Costs500.000 Gazzetta dello Sport app downloaded 2 50.000€250.000 SportMediaset app downloaded 2 25.000€TOTAL 75.000€SMARTPHONE BANNERS (ESTIMATES)Costs2 days on Gazzetta dello Sport (50 € for 1000 impressions) 50.530€4 days on SportMediaset (50 € for 1000 impressions) 48.440€8 days on TuttoMercatoWeb (35 € for 1000 impressions) 45.540€TOTAL 144.510€INTERNET BANNERS910.127Unique Contacts per day (Audiweb 2010)505.293242.196162.638
  • 29. TOTAL  COSTS  Launch event 15.600€Event at the stadium 20.120€Videoclip realization 145.000€Award ceremony 10.000€Internet banners 144.510€Smartphone banners 75.000€Others 29.500€TOTAL 439.730€RESUME
  • 30. CONTACTS/1  Internet site Unique audience month (Audiweb 2010) Banner life Forecast viewersGazzetta dello Sport 298.000 2 days 48.000Sport Mediaset 160.000 4 days 25.000Tutto Mercato Web 210.000 8 days 37.000TOTAL 668.000 14 days 110.000UNIQUE BANNER CONTACTS CORE TARGETInternet site Unique contacts per day (Audiweb 2010) Banner life Forecast ViewersGazzetta dello Sport 505.000 2 days 252.500Sport Mediaset 242.000 4 days 242.000Tutto Mercato Web 162.000 8 days 324.000TOTAL 909.000 14 days 818.500BANNER CONTACTS
  • 31. CONTACTS/2  Viewers45.00020.00020.000TOTAL 85.000GUERRILLA STADIUM CONTACTS (06/11/2011)Atalanta - SienaGiuseppe MeazzaFriuliAtleti Azzurri dItaliaMatch StadiumMilan - CataniaUdinese - CagliariYoutube Smartphone Launch event Award ceremony500.000 150.000 25.000 10.000OTHER CONTACTS
  • 32. TOTAL  CONTACTS  Internet banner 818.000Smartphone banner 150.000Guerrilla stadium 85.000Youtube 500.000Launch event 25.000Award ceremony 10.000TOTAL 1.588.000TOTAL CONTACTS