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A marketer portfolio /3


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Brief Gillette Future Champion

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A marketer portfolio /3

  1. 1. Future Champion 2011 Milano, 7 ottobre 2011 Ginevra Bulgarini d’Elci Artur Caracciolo Daniela de Pisapia M atteo Piras Alice Vianello Alessandro Zampieri
  2. 2. <ul><li>Gillette is a Procter & Gamble brand based in Boston (USA), currently used for razors and other personal care products. </li></ul><ul><li>It was one of several brands originally owned by THE GILLETTE COMPANY which was merged into P&G in 2005. </li></ul><ul><li>The original Gillette Company was founded by King Camp Gillette in 1895 as a safety razor manufacturer. </li></ul><ul><li>The merger created the world’s largest personal care and household products company. </li></ul><ul><li>The Gillette Company claim is “The best a man can get”. </li></ul>
  3. 3. THE “GFC” CONCEPT <ul><li>It’s an integrated communication plan starting to a global platform that required a local adaptation and amplifiction, coherent with the spirit and equity of the global one. </li></ul><ul><li>The global platform started in 2008 on 3 champion testimonials and rooted around the idea of “Performance” with the objective to push the trade-off between Mach3 and Fusion razor. </li></ul><ul><li>In effect 2008 GFC “ Strive for Excellence ” global </li></ul><ul><li>campaign meant that “ You can always get better ” , </li></ul><ul><li>making an analogy between razors/champions </li></ul><ul><li>performance improvements. </li></ul><ul><li>2008/2009/2010 italian GFC dedicated programme, focussed on POME, sets the stage for young sporstsman to become future champions. </li></ul><ul><li>The communication campaign objectives were to drive GFC awareness on POME and push the GFC voting phase. </li></ul>THE “GFC” CONCEPT
  4. 4. <ul><li>BUSINESS OBJS </li></ul><ul><ul><li>Accellerate trade-off between old razor and new Gillette Fusion ProGlide. </li></ul></ul><ul><ul><li>Attract POME and gain more customers support. </li></ul></ul><ul><li>COMMUNICATION OBJS </li></ul><ul><ul><li>Drive GFC awareness, expecially on POME. </li></ul></ul><ul><ul><li>Push the GFC voting phase in a disruptive way, appealing on POME. </li></ul></ul><ul><li>COMMUNICATION STRATEGIES </li></ul><ul><ul><li>Make an integrated/holistic communication campaign, focussed on POME and theyr relevant behavioural changes, communicating the Gillette effort to help candidates to become GFC, coherent with equity and character of the brand. </li></ul></ul><ul><li>COMMUNICATION ACTIONS </li></ul><ul><ul><li>Make a “ONE BIG IDEA” and create many synergies among all touch points </li></ul></ul><ul><ul><li> and media actived. </li></ul></ul>GFC 2011: WHAT GILLETTE APPLY FOR
  6. 6. INTRODUCTION “ The pleasure has no boundaries. You can also try in the acts apparently the most painful and annoying, such as shaving the face .” Marquis de Sade aU http://
  7. 7. <ul><li>Trend </li></ul><ul><ul><li>43% increase in time spent on finding information to improve their appearance. </li></ul></ul><ul><ul><li>Body Care is increasingly practiced and shaving market is innovative and technologically advanced . </li></ul></ul><ul><ul><li>Typical consumers is more curious and attracted to news and product innovations. </li></ul></ul><ul><li>Approach </li></ul><ul><ul><li>60% consideres it a nice rite. </li></ul></ul><ul><ul><li>40% happy to avoid the hassle. </li></ul></ul><ul><ul><li>Commodity for young people (over 90s trend reverse). </li></ul></ul><ul><ul><li>Rite cared more for grown-up man. </li></ul></ul><ul><ul><li>Macro profiles: Indifferent - Meticulous – Lazy. </li></ul></ul><ul><li>Ritual </li></ul><ul><ul><li>50% shaves at least three times a week (11% daily). </li></ul></ul><ul><ul><li>65% spends more than 5 minutes. </li></ul></ul><ul><ul><li>Spends more time than men of any other nation. </li></ul></ul><ul><ul><li>80% shaves with “wet” system. </li></ul></ul>ITALIANS AND THE SHAVING
  8. 8. <ul><li>Total Shaving vs Electric Shaving </li></ul><ul><ul><li>Total perceived as: flawless, relaxing, refreshing, expensive, more time. </li></ul></ul><ul><ul><li>Electric: convenient, less expensive, not flawless. </li></ul></ul><ul><li>ZMOT and FMOT </li></ul><ul><ul><li>Advices: 55% friends 30% Internet, 12% parents. </li></ul></ul><ul><ul><li>84% buys itself the products. </li></ul></ul><ul><ul><li>75% of &quot;wet&quot; systems are purchased in GD-DO. </li></ul></ul><ul><ul><li>Tobacco shops, drugstores and pharmacies share remaining </li></ul></ul><ul><li>Women Point of View </li></ul><ul><ul><li>Women who appreciate the man with a beard increase. </li></ul></ul><ul><ul><li>But mostly when we talk about &quot;stars&quot; or possible &quot;flirt”. </li></ul></ul><ul><ul><li>While 71% prefers life partner as a man clean-shaven. </li></ul></ul><ul><li> / / / Eur opean Male Grooming Survey / </li></ul><ul><li> </li></ul>ITALIANS AND THE SHAVING/2
  9. 9. <ul><li>1914 Gillette invented the stainless steel blade (before cut throath or safety). </li></ul><ul><li>Late 20's the first electric razor: the Schick for women. </li></ul><ul><li>1975 Gillette's market leader (65%) . </li></ul><ul><ul><li>Bic invents U & G (from durable to disposable) </li></ul></ul><ul><li>Beginning 90’s 50% market’ s U & G. </li></ul><ul><ul><li>Gillette launches Sensor a premium razor with two blades sensitive springs-mounted. </li></ul></ul><ul><ul><li>Capture 7% MS and 42% Systems segment MS (developing Total Shaving System). </li></ul></ul><ul><li>1998 Gillette introduces Mach3, the first </li></ul><ul><li>razor with three-blades and five microfins. </li></ul><ul><li>  </li></ul>EPIC STEPS
  10. 10. <ul><li>2001 Wilkinson launches first three blades U & G </li></ul><ul><li>2004 Mach3 Power (battery) with vibrating massage </li></ul><ul><li> and emollient heads (wellness under the shower) </li></ul><ul><li>2004 Wilkinson launches first four-blades (Quattro) </li></ul><ul><li>2007 Gillette introduces Fusion, the first five-blades razor </li></ul><ul><li>Gillette Proglide introduced in July 2011, with five </li></ul><ul><li>blades thinner than a sheet of paper. </li></ul><ul><ul><li>Gillette Gillette now leading the market </li></ul></ul><ul><ul><li> with almost 80% MS </li></ul></ul>EPIC STEPS/2 source: “Storia della rasatura” (Francesco Santoianni,Newton,2000) “ Merchandising strategico “(Igor Bagnobianchi,Franco Angeli)
  11. 11. <ul><li>Total shaving market penetration is 80% (men 14 +). </li></ul><ul><li>Electric shaving market penetration is 20%. </li></ul><ul><li>Total shaving market is mature but technologically innovative in Man body care field (especially “Blades and razors&quot;). </li></ul><ul><li>Total shaving includes “Pre / after shave&quot; and &quot;Blades and razors“ segments. </li></ul><ul><li>“ Blades and razors&quot; segment includes &quot;U & G&quot; and “Razor –blade systems“ sub-segments. </li></ul><ul><li>“ Blades and razors” segment is down, it grows only &quot;U & G&quot; value through innovation. </li></ul><ul><ul><li>But over the past ten years, the “Razor-blade systems&quot; have reached and exceeded the &quot;U & G“ MS </li></ul></ul><ul><li>“ Blades and razors” segment grows by 75% in GD-DO </li></ul>source: / / / European Male Grooming Survey / SHAVING MARKET
  12. 12. SHAVING MARKET/2 source: Hdemia data processing
  13. 13. SHAVING MARKET/3 source: e Hdemia data processing
  14. 14. SHAVING MARKET/4 source: e Hdemia data processing
  15. 15. <ul><li>Wilkinson Sword is the name of a company that manufactures knives and razors and, in ancient times, swords. It was founded in 1772 in London. </li></ul><ul><li>W. S. in 1973 merged with British Match Corporation, </li></ul><ul><li>forming the new company Wilkinson Match. </li></ul><ul><li>This was created in order to better compete with the </li></ul><ul><li> great rival of Wilkinson, the American Gillette. </li></ul><ul><li>The company manufactures its products directly in establishments in England: London and Chelsea. The factory in Acton, optimization of production, was closed September 15, 2005. </li></ul><ul><li>Currently the company belongs to Energizer Holdings, acquired by Pfizer in 2003. </li></ul>
  16. 16. <ul><li>1772: Henry Nock founded his steel. </li></ul><ul><li>1804: James Wilkinson inherited the building activity, giving the name of the company. </li></ul><ul><li>1825: Henry Wilkinson began making knives and swords. </li></ul><ul><li>1898: the first razor was launched, the &quot;Pall Mall&quot;, which meets consumer expectations of the time for design and excellent manageability. </li></ul><ul><li>2001: W. launches Extreme3, the first disposable razor with three blades. </li></ul><ul><li>2004: Four arrives, the first razor with four blades in the world. News of the summer: the razor all in one &quot;Intuition.&quot; </li></ul>
  17. 17. <ul><li>Wilkinson Sword has developed products to help give men confident and stylish skin. </li></ul><ul><ul><li>Our clever scientists have made us the first in the world to release exciting new product innovations. </li></ul></ul><ul><li>Mission : help you maintain and enhance your skin comfort and style. </li></ul><ul><li>Promise: to give more options to shape the face </li></ul><ul><li>with the look wanted. </li></ul><ul><li>Wilkinson Sword 4 Titanium </li></ul><ul><li>Fight for kisses (web advertising and advergame) </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Wilkinson Sword Men is on facebook (91 like) with </li></ul><ul><li>a promotion called “Like us to receive a FREE HYDRO 5 razor”. </li></ul>
  18. 18. <ul><li>The Bic is a company based in Clichy, France, founded in 1945 by Baron Marcel Bich of Italian origin, a leading manufacturer of office supplies such as the classic ball-point pen. </li></ul><ul><li>After the great success in this field has begun to produce other products such as disposable lighters (1973), razors (1975), shaving cream and, since 1979, including surfboards, windsurfing, kite surfing and kayaking. </li></ul><ul><li>1945: The BIC was founded in France by Marcel Bich with Edouard Buffard. </li></ul><ul><li>1950: Marcel Bich introduced his ballpoint pen and called BIC. The &quot;h&quot; was dropped to avoid a final decision can be inappropriate in English; Bich obtained patent rights from the inventor László József Bíró Argentine-Hungarian improving the method of production. </li></ul><ul><li>2005: BIC announced that it sold around 100 billion </li></ul><ul><li> disposable pens, making it the most sold in the world. </li></ul><ul><li>2010: 11mio razors sold in the world. </li></ul>
  19. 19. <ul><li>BIC products are known and appreciated worldwide for their quality, their affordability and their ease of use. </li></ul><ul><li>Mission: offers simple, inventive and reliable choices for everyone, everywhere, every time. </li></ul><ul><li>Promise: Bic promises high performance at low cost. </li></ul><ul><li>Bic Flex3 – unconventional viral video on Youtube </li></ul><ul><li>and advergame on Facebook </li></ul><ul><ul><li> </li></ul></ul><ul><li>Bic Flex4 - GET REAL GET BIC – More for your money…Always! </li></ul><ul><ul><li>Other razors cost a lot more…but do they really do a lot more? </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Facebook Fanpage has more 58.000 fans </li></ul><ul><ul><li>They have promoted Get real get Bic sweepstakes </li></ul></ul>
  20. 20. Performance-Premium Commodity Price Durable Disposable POSITIONING
  21. 21. <ul><ul><li>They are beginning to shave. </li></ul></ul><ul><ul><ul><li>Consider razor mainly like a Commodity (over 90s trend reverse). </li></ul></ul></ul><ul><li>They have a real passion for sport and are very competitive in event of practicing that. </li></ul><ul><ul><ul><li>Favourite sports are football, motoring and motorcycling . </li></ul></ul></ul><ul><li>Internet is mainly used to them to: </li></ul><ul><ul><ul><li>Keep information. </li></ul></ul></ul><ul><ul><ul><li>Read news from digital newspapers. </li></ul></ul></ul><ul><ul><ul><li>Look/share/download video and photo. </li></ul></ul></ul><ul><ul><ul><li>Social network. </li></ul></ul></ul><ul><ul><li>Don’t believe Adv testimonials unreachable. </li></ul></ul><ul><ul><ul><li>They prefer to &quot;take advice&quot; from a real man. </li></ul></ul></ul><ul><ul><ul><li>They mimic mostly sportmen (50%) and actors (35%). </li></ul></ul></ul>POME PROFILE
  22. 22. source: Audiweb, Nielsen TARGET & NEW MEDIA
  23. 23. COMMUNICATION PLAIN OBJECTIVES <ul><li>Push Proglide test to promote trade-off old/new razor. </li></ul><ul><li>Attract POME purchase and purchase those who already buy Gillette. </li></ul><ul><li>Increase Brand Awareness GFC 2011 (especially POME). </li></ul><ul><li>Push GFC 2011 voting phase. </li></ul>STRATEGY <ul><li>Integrated communication campaign including: </li></ul><ul><li>Performance to highlight a done product for those seeking improvement performance in growth process. </li></ul><ul><li>Engagement highly impactful to POME, to make virality and GFC 2011 partecipation. </li></ul><ul><li>POME more manned touch points. </li></ul>ACTIONS <ul><li>Pre-launch teaser on Twitter/Facebook </li></ul><ul><li>Testimonials-Web Video broadcasting </li></ul><ul><li>Preroll Web Adv on Youtube </li></ul><ul><li>Content Management Twitter/Facebook Pages </li></ul><ul><li>Facebook App development </li></ul><ul><li>Smartphone advergame development </li></ul><ul><li>Web Site voting linked to a Contest that drive people to Events </li></ul><ul><li>Presse Release to Digital sports Newspapers and Web Sites </li></ul>
  24. 24. TIMELINE 19-30 Sett. 1-31 Ott. 1-30 Nov. 1-31 Dic. 1 Gen. + € Teaser Twitter Teaser Facebook Twitter Profile Facebook Page Video Broadcasting 24.200 YouTube Adv Preroll 266.500 Facebook App 18.150 Smartphone App 30.250 Voting Phase + Contest Events 12/13 Round Mi 17/18 Round Na 15 Gen. Final Rome 121.000 Digital Pr Creativity 36.300 Total Costs 496.400
  25. 25. <ul><li>Creativity (Twitter, Facebook, Video, Preroll, Web Site, Events) € 36.300 </li></ul><ul><li>Video production € 24,200 </li></ul><ul><li>Facebook App production € 18.150 </li></ul><ul><li>Smartphone App production € 30.250 </li></ul><ul><li>Events (arena rental, permissions, merchandising, contest expenses) € 121.000 </li></ul><ul><ul><li>Milan (Assago Forum) </li></ul></ul><ul><ul><li>Naples </li></ul></ul><ul><ul><li>Rome (Palalottomatica ) </li></ul></ul><ul><li>Preroll Web Adv on Yuotube € 266.500 </li></ul><ul><ul><li>CPM € 13 equivalent to 20,5 Mil. Impressions </li></ul></ul><ul><ul><li>CTR 1% = lead 205.000 utents on GFC Web Site </li></ul></ul>BUDGET
  26. 26. <ul><li>Presse Release to sports Newspapers and sports Web Site </li></ul>DIGITAL PR
  27. 27. DIGITAL PR/2 Roma: “Ai nastri di partenza il primo torneo italiano di Sliding Soccer” In occasione del lancio del nuovo ProGlide, il brand di P&G ripropone la fortunata campagna Gillette Future Champion, che invita gli internauti a visitare il web site di GFC 2011 per votare il loro “campione del futuro”. Protagonisti dell’edizione in partenza sono i giovani calciatori Fabbrini,Gabbiadini ed El Shaarawy. L’iniziativa, presente anche sulla pagina Facebook di GFC 2011, verrà “lanciata” nella Rete con un video che vede i tre sportivi cimentarsi in un duello alquanto performante ed originale, ovvero la sfida alla segnatura all’interno di un campo di “calcetto schiumato”. Ma la grande novità di quest’anno sta nel fatto che, chi vota per il GFC, avrà automaticamente la possibilità di iscrivere se stesso ed altri 4 amici per partecipare alla selezione di 32 squadre che daranno vita al primo torneo italiano di “ Sliding Soccer ” , evento che prevede due round eliminatori al Forum di Assago di Milano e Napoli, e la finale a metà gennaio 2012 al Palalottomatica di Roma in concomitanza con la premiazione del GFC 2011.