Assignment Zero.2 Elite 3

1. Nhóm 3
Thiên Vân – Đức Hiệp –
Tường Vy – Minh Thông
– Phúc Hậu

2.  Gillette Vietnam has been growing faster
than competition but this is still behind goals
 We want to raise profit more 20%
AVERAGE SHAVING TIME PER WEEK
1.9 4.5
VIETNAM WESTERN
A SIGNIFICANT LOWER
V.S
WHICH SKU WILL BE CHOSEN?
Super Thin II Blue 2 Blue 3 Mach 3Vector

3. We pick
VECTOR RAZOR
is key product for this campagin
Stars Question Marks
Cash Cows Dogs
Relative Market Share
10%
1X10X 0X
Vector
Super Thin II
Double Edge
Mach 3
Blue 3
Blue 2
Among SKUs above VECTOR
has HIGHEST INTERNAL RATE
Base on BCG Model
InternalShareRate

4. to reach the business target
of 20% profit increasing
Strategic
approach
Consumption of Vector
3 carts/year
Assume that other SKUs gain the same revenue
via educating consumers
to shave frequently
3 times/week
in the last year, average
usage is 1 razor + 2 carts
Revenue gain from:
Vector user with conversion rate 20%: 0.46MM
Natural growth rate 9%: 1.26MM
Hallow effect from other SKU 10%: 0.71MM
 We’ll gain at least 2.43MM. The 0.17MM left will
be cover by trade target

5. Males, 22-30 years old
Urban area
Gillette Vector Users
average shaving usage
Appearance Conscious
ALL
Internet Savvy
WHO
will we approach to ?
*Through a survey of 30 target audiences
2 times/week
90%
85%
Average usage
care about women's interest
Primary TA
10% of other type
Gillette consumers
Secondary TA
5,4
Market size
mil

6. BARRIER
DRIVER
I think 2 times is enough for a good appearance. I do
think about shaving more but it takes time that it’s not
worth for
After shaving, my face seem clean & refresh. It’s makes
me neat, confident and more attractive for woman.
But there’s a FACT that
woman are attracted by a
man after-shaving face and
they tend to touch the man
chin.
WHAT
inside them ? About shaving
more frequent
80%
75%
woman think that a
face hasn’t shaved for 3
days seem grubby
figure from webtretho

7. The reality is.
Clean shaven look
is always attractive
for women. I still
shave my facial hair
at a certain frequent
to make it clean
and neat. But it
takes time that it’s
not worth for.
Consumer Truth: Shaving makes men neat
and attractive but shaving frequently
takes time that it’s not worth
Brand Truth
Gillettle makes you not only
clean and neat but also
confident, bold and sexy.
Category Truth: Bringing the
confidence to the men.
With the fact that woman
loves the after-shaving
face, we will create a
campaign that
encourage man to shave
more frequent >>

8. INVISIBLE MAGNET
MESSAGE
Be magnetic everyday
3 lần một tuần – thêm vẻ cuốn hút
BIG IDEA
• Educate vector users that shaving 3 times
a week is an ideal habit to have a
magnetic appearance everyday
• Building vector razor image as the top of
OBJECTIVE

9. TVC
OOH
Digital
Acti-
vation
POP It’s a INTEGRATED
CAMPAIGN
with the key visual of a
MAGNETIC MAN

10. TVC
A man after shaving goes out of home,
walking down the street with confidence.
His clean-shaven face catches lots of
women’s eyes.
An invisible force from the man pulls all the
women’s hands implying their desire of
touching his face (Dramatization is added
to visualize the powerful attraction – like a
magnet)
Content
Objective
Raise awareness that women are
strongly attracted by men with
clean-shaven faces

11. OOH
Billboards with illustrating image and
message are displayed at central points
Raise awareness that women are strongly
attracted by men with clean-shaven faces
Objective

12. DIGITAL
Awareness
Engagement
Objective
• Raise awareness about the magnet of a
clean-shaven man
• Shaving frequently makes woman attracted
Objective
• Engage consumers to experience VECTOR-
shaving via the activation
Social content/seeding
Website
Ads/banner
PR/paid media
SỨC HÚT KÌ LẠ LAN TỎA NHANH CHÓNG TẠI CÁC
TRUNG TÂM THƯƠNG MẠI!!
Những ngày qua tại các trung tam thương mại
tràn lan những lực hút kì lạ từ các printad này,
đặc biệt sức hút này phát huy cực mạnh đối với
các cô gài. Hãy cùng đến khám phá xem có gì
đặc biệt
Website
Gillette.com.vn
Social content/seeding

13. ACTIVATION IDEA
Give real experienceObjective
A man’s clean shaven face Print Ads
equipped with a piece of permanent
magnet behind that creates pulls on hair,
especially long hair of women are placed
at booth to attract people who pass by.
Target: couples.
Channel: shopping mall, supermarket …
Using SOLOMO (Social – Location –
Mobile) tactic to attract target consumers
Engage consumers Sampling
At booth, free-shaving for men is available
with the message “ Wanna be always
magnetic?”. Men will be encouraged to
shave. After shaving, their women will express
feelings and thoughts. ‘happily Surprised’ and
‘touching the men’s faces’ are supposed to
be their responses.
All the moments will be captured and
released on social.
Any man participating in
the free-shaving activity will
receive a free razor
Activities
“ALWAYS MAGNETIC like MAGNET”

14. TRADE
MARKETING
POPs
Mass distribution
GENERAL TRADE
- Traditional markets
- Retailed Stores
MODERN TRADE
- Hyper/Super
- CVS: Circle K, Shop & Go, Family Mart, B’smart
76% the sales happen in the razor and blade shelf
=> Create ATTENTION in the razor and blade shelf
ACTIVITIES ACTIVITIES
Shapes Vector razors to
be a big one like picture
to get the shopper’s
attention
Set a small mini-screen on
shelves to show Clip
“Invisible magnet“
Massage on shelf
Shaves 3 times/week to always have a “Invisible Magnet” to girls
Traditional trade shoppers are loyal to a particular
stores
 Gillette needs to establish good relationship with
storeowners to encourage them:
- Introduces Vector razor product
- Executes promotion campaigns

15. BUDGET
STT ACTIVITIES COST
(VND)
1 TVC (Sport TV… ) 10 Billion
2 OOH (Billboard, Street furniture, transit) 2 Billion
3 DIGITAL (vnexpress.vn, thethao.com,
zing.vn, kenh14.vn…)
2 Billion
4 ACTIVATION (Event in 3 weeks:
Sampling… )
5 Billion
5 TRADE MARKETING (Hyper, Super,
Convinience stores…)
1 Billion
TOTAL 20 Billion

16. THANK YOU!