• Like
Gruppo2 classe7   report finale p&g
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Gruppo2 classe7 report finale p&g

  • 629 views
Published

 

Published in Business , Technology
  • 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
629
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
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. 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    
  • 2. •   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  
  • 3. 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)      
  • 4. The  clusters  are  homogeneous  in  socio-­‐demographical  paXerns.  Average  age  is  24  years  old  
  • 5. 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.    
  • 6. 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.      
  • 7. 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    
  • 8. 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!    
  • 9. 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.