INDEX Market Trend Analysis Pag. 3 Concept Development Brand Building: Same house, diﬀerent sound Pag. 4 • Methodology Pag. 14 Purchasing GilleBe Venus Pag. 5 • What women want Pag. 15 Venus Prolong: Built to compete strong Pag. 6 • InnovaIon sources Pag. 16 Venus Prolong: Shave fast, Enjoy long Pag. 7 Venus Double Eﬀect: Concept Pag. 17 Venus Prolong: Strategy Pag. 8 Venus Double Eﬀect: Venus Prolong: Concept Pag. 9 A great idea… Nevertheless Pag. 18 Venus Prolong: MarkeIng Mix Venus Prolong? The best choice! Pag. 19 • ComunicaIon Pag. 10 • Price and DistribuIon Pag. 12 Venus Prolong: A.T.A.R. model Pag. 13
• 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 Women associate to Gille<e higher Venus as the same brand professional skills. -‐ or that they have seen women using Gille<e mens razors. They are seldom aware that Venus belongs to Gille<e. They oHen do not associate to Venus Masculine… Hairy… products the same quality of Gille<e ones. Hasty… Rude. * Source: quan:ta:ve survey conducted on men **source qualita:ve and quan:ta:ve surveys conducted on women
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) (31% purchase, 16% (52% purchase, probably purchase) 43% probably purchase) • PrudenIal forecast: 12.736.811 € N° user razor* x % top two boxes x tried given aware x repeat given trial (52% purchase, (aged 15-‐64) (31% purchase, 16% 43% probably purchase) 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. *N° Italian women (aged 15-‐64) x % razor user (coming from a survey on 300 women)
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.
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 rm). roduct’s TRIAL (short teEncourage the p UENCER to Conce ntrate eﬀorts on INFL and persuade sIm ulate word of mouth Focus not only on the eﬃcacy of the product, ly don’t use the but also on its diﬀeren:a:ng feature: also women that usual the retardant loIon. razor. (long term) This in order to clearly deﬁne the main beneﬁts: quickness, convenience, painless, long-‐lasIng eﬀects.
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.