1. Murostrada $
Lorenzo Versari 755250
Lorenzo Camilletti 755476
Stefano Posillico 754958
Alberto Lanzi 753521
Giovanni Carfì 754851
2. Our Objective
Launch of Gillette Fusion Proglide Flexball in Italy
HOW?
• Building a SWOT analysis
• Targeting a specific kind of customer
• Creating and developing a big idea to convince people to
purchase it
6. SWOT Analysis:
➢ Internet
➢ Increasing in high-quality product
demand
➢ “Mobile is the future of marketing”
➢ Working environment requires more
care of the image
7. SWOT Analysis:
➢ Mature market
➢ (“Crisis effect”: shaving is no longer
perceived as a strong need)
➢ Change in consumers’ perception:
Gillette perceived as a luxury brand
➢ The “Beard” trend (in particular
among young people)
➢ Elastic demand
8. “I am Lorenzo, I’m 25 years old. I like doing sports and in my spare time I like
hanging out with friends, meeting new people(……) and travelling.
In my life I want to be a successful manager. For me shaving is care of self-image,
even if I keep the beard, I want it to be precise.
After all, my face is the cover I present to the world. In my job I have to keep it clean.
Hygiene also matters to keep my skin in good conditions. I shave less than in the past
cuz I like keeping the beard, it makes me more confident and my face look like more adult.”
Meet our target
9. The Big Idea
Advertising campaign focused on
➢ New innovations
➢ Satisfaction of consumers needs
➢ From utility → necessity
➢ Dynamism Flexball is the solution:
➢ Practicality
➢ Dynamism
➢ Accuracy
➢ Skin Protection
11. In-store
Big Idea Implementation
Digital – Social media
➢Monitors on shelves showing
Flexball’s functions and effects
➢Testimonial Panel to generate
emotional feelings
➢Questionnaire rewarded with a
coupon to buy Flexball at
lower price
➢Emphasizing products features
through videos (e.g. “Beard of
the week”)
➢Creating games (e.g. “Best
shaving of the month”) with
prizes (free Flexball)
➢Creation of TV series on the
brand or product’s history
(Netflix)
12. Digital plan
Banners
Social Media
You Tube
App Advertising
M1 M3M2 M5 M6M4
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• Continuous-Decreasing Advertising Timing
• Source of the message: Actors and Athletes → attractiveness
13. ➢The product will be collocated right before the “Power” series
Pricing
Strategy
Fusion Proglide
MSRP=$11,29
Fusion Power
MSRP= $13,29Fusion Flexball
Our MSRP=$12,69
14. ➢The product is a more advanced
version of the Fusion Proglide
thus capable of a better
performance
➢It’s positioning under the current
assortment won’t create friction
with the “Power” line
Pricing Strategy
➢The strategy will see the product
launched as standalone
➢Price discrimination for certain
kind of costumer will be provided
on launch:
-discount for loyal costumers
15. Prouct Placement in store will be consistent with the strategy already
utilized in the past:
➢Emphasize the gilette brand giving a considerable place in a key
point of the Store (big stand, cardboards)
➢Place Blade refills also near the cashier in order to remind people
that they need them
➢The positioning on the shelves should create awareness on the new
entry without cannibilizing parent products
Placemen
t
16. Producer Retailers Consumer
Channels
➢The chain of distribution won’t include Wholesalers
➢ P&G network is strong and wide enough to reach a
considerable share of consumers in an efficient way
➢ There is no need to add the cost of adding Wholesalers, at
lest is not that profitable
17. Conclusions
• Making Gillette Fusion Proglide Flexball a necessary good.
• Idealizing it as a key for success
• Targeting young people but considering also loyal adults
• Exploiting Internet’s potential to show its «power»
• 6-month advertising campaign
