Product innovation   venus new product concept
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Product innovation venus new product concept

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Product innovation   venus new product concept Product innovation venus new product concept Presentation Transcript

  • 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!   Pag.  3   Pag.  4   Pag.  5   Pag.  6   Pag.  7   Pag.  8   Pag.  9     Pag.  10   Pag.  12   Pag.  13       Pag.  14   Pag.  15   Pag.  16   Pag.  17     Pag.  18   Pag.  19      
  • *  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.     View slide
  • The  clusters  are  homogeneous  in  socio-­‐ demographical  paXerns.  Average  age  is  24   years  old   View slide
  • 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  term).     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.