The project objective was to choose a target market and devise a communication strategy in order to recruit new customers and foster brand loyalty. We proposed a new marketing campaign that leverages taglines and marketing copy directed at non-users, designed to help them overcome purchase barriers we identified through primary research.

1. S
Effortlessly Manly
TEAM A

2. Agenda
• Objectives
• What?
• Who?
• How?
• Conclusion

3. Objectives
• Business objective: Launch a
new product in order to
increase market share by 2%
within a year.
• Research objective: Identify and
overcome barriers to convert
razor users to electric shavers.

4. Upgradeable entry-level product that doesn´t
cannibalize the expensive segment and minimizes
feature fatigue.
Impact of Business Objective per Segment of Interest.
Evolution of Value Market Shares 2011-2012.

5. Methodology
1. Primary Research
2. Qualitative Research
In-depth Interviews
Focus Group
3. Observational Research
Philips
Competition (Electronic
Shaver and Blade)
4. Quantitative Research
Online Survey

6. Target 18-25 year-olds: physically developed males
that will influence the next generation.
A sound long-term strategy.

7. The Profile
• Young with a busy life
• Wants an easy, clean shave
• Shaving boosts his self-esteem
• Self-taught through trial & error
• Likes to experiment
• Not aware of the current
benefits (education)
• Does not discuss shaving habits
with others

8. Introducing: Effortlessly Manly… Innovation that
matters to you.
• Appealing to end-user and
influencers
• Focus on attitudinal (awareness
and education) to minimize the
lack of knowledge re: how to
use the machine
• Differentiates category by
associating it with convenience
attribute (i.e. bigger pie is a win-
win situation for leader)

9. Optimized according to seasonal demand with intent
to cross-sell accessories during low peaks.

10. 1. ATL to Create Flow
Sprinkler Theory: you can tell where a sprinkler is by
the location of the drops of water.
• Strategically place our OOH at our
target´s points of interest (sprinklers)
in order to maximize reach
• Be engaging and relevant in digital
media in order to accompany them
through their daily activities on their
mobile
• Create a logical flow from the points
of interest to stores
• Reinforce the strategy with TV

12. 2. BTL focused on demonstrations of the product to
overcome barriers and risk involved in the purchase.
• POS promotions before and
during peak periods (November
and February)
• Brand archetype: the King
(safety and trust)

13. Budget allocation that reflects the target´s media
consumption and the attitudinal objective.

14. No modifications on channel strategy.
Information not representative enough.

15. How do we
overcome barriers?
CONSIDERATION BARRIERS:
I don’t understand the benefits of
electric over blade
Education:
• At point of sale by experts
• YouTube videos can go viral by
means of influential bloggers,
instagrammers and Snap Chatters
TRIGGER BARRIERS:
• Electric is not for me, it is old
fashioned and irrelevant
• I like my existing method
Communication of the Effortlessly
Manly Campaign in effective
ways, reinforcing the brand
message of “innovation that
matters to you”
POSTPURCHASE BARRIERS:
• I don’t talk about shaving
with my friends
• Bad product experience in the
first weeks of usage -
irritation, not close enough,
etc.
Web mining and online
observational research to identify
the Alpha Males and target them
with offers and free products. The
rest of the herd will follow.
PURCHASE BARRIERS:
• Still unsure which product is
right for me
• Competitor on special offer
Reinforcement of the versatility of
the product: one purchase fits all
EVALUATION BARRIERS:
• Highly competitive &
cluttered category
• High upfront initial cost vs.
blades
Communication of the savings
realized in the long run

16. Thank you.
Team A
Dana Naja Danai Mila Juanjo Pedro Sarquis
Masha Zvereva Manu Dubey Terri Mortrud