2. 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

4. •
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
men's
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

6. 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)

8. The
clusters
are
homogeneous
in
socio-­‐
demographical
paXerns.
Average
age
is
24
years
old

9. 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.

10. 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
te
Encourage
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.

13. 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

17. 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!

18. 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.