Marke&ng:  Sebas&ano  Crascì  Ma2a  Fachine2  Viola  Serafini   7  o:obre  2011  

Copy:  Davide  Calvi  Chiara  Lazzaroni  Aurora  Licandro  

BRAND  

!   Gille:e   is   a   Procter   &   Gamble   mark,   at   the   moment   it   is   used   for  security  razors  and  personal  care  products.  

!   The  brand  structures  his  products  basing  on  the  morning  shaving  ritual.  There  are  three  moments:  before,    during  and  aSer  shaving.    

!   Gille:e   gives   great   importance   to   the   brand   centrality;   the   logo   and  the  brand  name.  In  fact  we  find  the  brand  name  in  all  the  products.  

!   The  packages  are  designed   to  answer   to   the   target  expecta&ons.  We  always  find  men’s  strong  signs,  like  chroma&sm,  frequently  in  blue  and  grey,    bold  and  metallic  fonts.  

DISTRIBUTIONS  CHANNELS  

!    GDO  

! Perfumery   and   herbalist’s   shops:   the   selec&ve   channel   focus   on   the  fragrance  extensions,  because  every  man  essence  has  also  an  aSershave  with  the  same  smell.    

! Pharmacy:  sell  par&cular  products  for  people  who  have  specific  problems  like   irritable   skin,  allergy,  ecc.   this  products  are  oSen  made  with  natural  ingredients.    

THE  PRICE  

!   The  price  changes  according   to:   types  of   razors,  number  of   razors   in   the  pack  or  features.  

!   Mousse,  foam  and  gel  are  posi&onated  in  a  limited  range  between  2  and  4  euros.  

! ASershaves  prices  can  fluctuate  up  to  6  –  7  euros  

BRAND  POSITION  

GAMMA  AMPIA  

GAMMA  LIMITATA  

PREZZO

 RIDOTTO   PREZZO    ELEVATO

 

§   GILLETTE  

§   BIC  §   WILKINSON  

Fonte:  Mark  Up  

!   Gille:e  is  the  leader  brand  in  Italy,  ahead  of  Wilkinson  and  BIC  

!   Share  of  the  market:  

!   54,5%  in  volume  

!   77,8%  in  value  

!   First   posi&on   also   for   the   selling   of   foams   and   soaps   before   and  aSer  shaving  (more  than  20%  →  source:  mark-­‐up.it)  

!   Turnover:  about  €  140  mio.  

!   The  market  is  facing  a  decreasing  period.  The  disposable  segment  is  s&ll  growing,  thanks  to  the  technical  innova&on.    

MARKET  1/2  

MARKET  2/2  

Share of value

Var. point (2009)

Share of volume

Var. point (2009)

Gillette 77,8 -1,1 54,5 -1,7

Wilkinson 11,5 +0,4 13,6 -0,3

Bic 8,1 +0,4 20,7 +0,6

Altri 2,6 +0,4 11,1 +1,4

AT  28/03/2010   Source:  Nielsen  

Compe&tors:  

!   In   1772   Henry   Nock   founds   his   steelworks   in  London.  

!   In   1804   James   Wilkinson   inherit   the   ac&vity  giving  it  his  name.  

!   In   1898   they   launch   the   first   razor,   the   “Pall  Mall”   which   sa&sfy   the   expecta&ons   of   the  consumers  for  its  design  and  brilliant  handliness.  

!   In   2001   they   launch   “Xtreme   3”   the   first   three  bladed  disposable  razor.  

!   In   2004   they   invented   “Four”   the   first   four  bladed  razor.  

Compe&tors:  ! Created   in   1945   in   France   by   Marcel   Bich,   it  

revolu&onized   consumer’s   everyday   life,  introducing   innova&ve   products   such   as  disposable  pencils,  lighters  and  razors.  

! It   offers   a   full   range   of   products   planned   to  sa&sfy  the  consumers  requirements,  both  man  and  women.  

! It’s  a  big  actor  in  the  disposable  market.  

!   In   1975   they   launched   the  first   disposable  Bic  razor   (the  BIC  Orange)  which   is   the  most   sold  Bic  razor.  

! Every   day,   consumers   all   over   the  world,   buy  more  than  11  million  Bic  razors.  

Compe&tors  -­‐  Communica&on  

! Both   Wilkinson   and   BIC   have   increased   their   marke&ng  strategy    adap&ng  it  to  the  new  web  standards.  

! Both  created  brilliant  viral  campaigns  which  became  popular  among  net  users  all  over  the  world  and  generated  millions  of  views.    

Wilkinson  case  history  1/4  2007,France,  Wilkinson  become  popular  with  a  2-­‐minute  Hollywood-­‐like  blockbuster  trailer  in  3D  anima&on,  posted  on  selected  websites  

and  blogs.    They  also  created  a  partnership  with  a  radio  sta&on  and  a  TV  channel.    

Today  it  has  5.600.000  visualiza&ons  in  youtube.    

FIGHT  FOR  KISSES  h:p://www.youtube.com/watch?v=LuSBCIV1zuQ  

       

     

Wilkinson  case  history  2/4  Beyond  the  video  there  is  also  a  facebook  applica&on  (the  first  in  Italy)    

and  a  specific  site  with  the  advergame.  You  have  to  register  on  the  game  site  and  then  you  can  play  choosing  

to  be  the  Dad  or  the  Baby,  figh&ng  for  Mom’s  affec&on.  www.y-­‐wilkinson.com  

 

Wilkinson  case  history  3/4  !   The  buzz  and  massive   free  PR  generated  by   the  concept  Fight  For  Kisses  

were  equivalent  to  12  &mes  the  media  budget  invested  on  the  opera&on.  

!   Website   visitors:   10.900.000   coming   from   220   countries   (between  September  10th  and  December  12th  2007  /  source:  Google  Analy&cs).  

!   400  000  downloads  of  the  advergame.  

!   6  millions  views  of  the  Trailer  on  Youtube  and  dailymo&on.  

!   5000   French   and   interna&onal   blogs   enhanced   the   campaign.   Free  exposi&on  on  na&onal  TV  and  na&onal  and  interna&onal  radios.  

!   On   the   business   side,   Wilkinson   gained   5.4   points   of   share   of   market  (volume)  on  the  disposable  segment  and  became  the  new  segment  leader.  

Wilkinson  case  history  4/4  

 

•  RASA  IL  PRATINO    

Follow  in  2011  by    

•  CHIOMETTE  PERFETTE    

Which  in  four  months  has  reached  11.000  visualiza&ons.  

2010,  in  Italy  they  uploaded  a  new  video,  this  &me  for  female  consumers,  which  today  has  about  567.600  visualiza&ons.  

BIC  case  history  April  2011,  BIC  launch  a  video  on  the  web.  

WTF  Insane  Human  Curling  by  BIC  Flex  3    h:p://www.youtube.com/watch?v=FlCVE0OG-­‐tI  

   

! This  video  has  now  about  2.300.000  visualiza&ons.  

!   Beyond   the   video   they   created   a  game   on   its   youtube   channel   and   a  facebook  page  which  has  now  7600  likers.  

Other  razors  communica&ons  

!   2009  Braun  launchs  a  campaign  on  bus  and  tram.  

 

! There  were   two  s&ckers  posi&oned  on   the  plazorm  which  separates   the  carriages;  the  plazorm  move  up  and  down  and  Braun  PocketGo  simulated  the  shaving  thanks  to  the  direc&ons  change  of  the  vehicle.        

Unconven&onal  Gille:e  Campaign  1/3  

•  2009  Gille:e  did  an  ambient  in  a  hockey  camp  with  an  ice  cleaner.    

! February  2011,  Gille:e  placed    on  a  building  wall    in  Soho,  New  York,  a   big   poster   with   the   face   of   the  Baseball   champion,   Derek   Jeter,  Yankees  captain.  

!   The   poster  was   painted   every   day  showing  the  shaving  ritual:  the  first  day   shabby,   the   second   day   with  foam,   the   third   day   shaved,   the  ritual  repeats  every  three  day.  

Unconven&onal  Gille:e  Campaign  2/3  

! June   2011,   Gille:e   created   a  giant   poster   of   the   tennis  champion   Roger   Federer   on   a  football   field   in   London   using  3.000   liters   of   green   and   white  ecologic  paint  .  

! Then  the  2.800  mq2  portrait  was  decorated   with   1.000   liters   of  foam  then  the  shave  started,  first  with   a   par&cular   lawn  mower   to  remove  the  foam,  then  with  a  big  Proglide   razor   copy   for   the  finishing.  

Unconven&onal  Gille:e  Campaign  3/3  

h:p://www.youtube.com/watch?v=ynmKBFLmVWM&feature=player_embedded  

CONTEST  HISTORY  

!   The   contest   was   created   in   2008   in   order   to   find   new   young   football  champions  

!   Gille:e  wants  to  celebrate  skills  and  values  of  the  Future  Champion  

!   In   2008   this   contest   was   realized   with   four   athletes   coming   from   four  different   sports   (Giovinco   →   Football;   Datome  →   basketball;   Bone2  →  Volleyball;  Belo2  →  Swimming)  

! Since   2009   the   categories   were   deleted   to   focus   the   a:en&on   only   on  football  players  because  of  their  fame  

! During   the   years   the   campaign   has   been   more   addressed   on   the  unconven&onal  media  

OBJECTIVES  

! Reinforce   the   emo&onal   legacy   between   Gille:e   Brand   and   the   young  target  

!   Rise  the  notoriety  of  the  campaign  “Gille:e  Future  Champion” among  the  users  

! Hold  a  huge  interest  of  the  journalists  about  the  contest  

! Try  to  involve  not  only  experts  but  also  bloggers  and  influencers  

!   Involve  guys  and  the  users  through  unconven&onal  media  and  events  that  could  a:ract  the  a:en&on  

TARGET  

!   STRATEGIC   TARGET:  Men   18-­‐34   wet   shavers,   seeking   high   performance  grooming  products.  

!   POME  (Point  of  entry  users):  15-­‐24  year  old  

!   Young  adults:  25-­‐34  year  old  

! Increase  interest  and  awareness  of  Brand  Gille:e  among  the  entry  users  

!   Rise  the  iden&fica&on  in  par&cular  of  the  POME  in  the  players  chosen  for  the  contest  

! Push  them  vo&ng  one  of  the  selected  players  on  the  website  through  an  holis&c  programme/plan  that  lasts  over  the  whole  contest  

CAMPAIGN  2008  

! Adv  television  to  point  out  the  characters  close  to  the  products  

! Realiza&on  of  4  short  viral  videos  of  each  player  

! Crea&on   of   4  MySpace   profiles   in   order   to   increase   the   intera&on  with  the  target  

!   Opening  of  a  Facebook  group  to  support  the  campaign  

! Structure  used  also  in  other  countries  for  the  same  contest    

CAMPAIGN  2009  !   Strong  Adv  television  in  associa&on  with  the  new  

razor  

!   Penetra&on   on   Facebook   with   a   specific   group  for  the  contest  

!   Crea&on   of   a   viral   video   on   Youtube   (“Il  Monotriangolare”)   to   exploit   the   skills   of   the  three  players  

!   Spread   of   three   short   viral   video   (one   for   each  contender)   linking   thier   ac&vity   with   Gille:e  products  

!   Realiza&on   of   a   advergame   on   internet   and  Facebook  based  on  the  Monotriangolare  idea  

CAMPAIGN  2010  ! Par&cular  focus  of  the  strategy  on  the  web  2.0  with  the  transforma&on  of  a  

normal  PR  campaign  in  a  digital  ini&a&ve    

!   Contest   launch   with   a   web   press   conference   in   which   were   involved   55  italian  journalists  and  bloggers  

!   Strong  ac&vity  of  media  rela&ons  on  and  off-­‐line  

! Viral  videos  with  the  three  players  and  spread  of  short  videos  linked  to  the  Gille:e  products  like  in  2009  

! Crea&on   of   an   advergame   put   on   Facebook   and   opening   of   the   official  italian  Gille:e  (7.088  fan  during  the  first  two  months)  

!   Awards  Ceremony  made  thourgh  a  classic  press  conference  followed  by  50  partecipants,  with  Marco  Materazzi  as  special  guest,  and  live  updates  plus  photostreaming  on  the  Facebook  page  

•  In  Italy  smartphone  possess  between  15  and  24  years  old  people  is  ge2ng  close  to  tradi&onal  mobile  phone  possess.  

Source:  Nielsen  Mobile  Media  2010  (Featured  Insight  )    

Italy  has  the  most  smartphone  

penetra&on  between  15  and  24  years  old  than  other  Countries    

Why  smartphone  app?  

COSTS/1  Tensile structure 77,5 mq 7.800€ 15 rental vans 1.050€ 10 rental table football 500€ 10 maxi stickers 200€ Catering for 100 people 5.000€ 15 people staff 1.050€ TOTAL 15.600€

LAUNCH EVENT

Rental FrecciaRossa hall 3.000€ 10 people staff 500€ Piccinini presence 1.500€ Catering for 100 people 5.000€ TOTAL 10.000€

AWARD CEREMONY

App Smartphone 25.000€ 30.000 stickers with free Qrcode 4.500€ TOTAL 29.500€

OTHERS

Set 55.000€ Rental proiectors + people 40.000€ Rental 8 cameras + 8 people 15.000€ Post-production 25.000€ Director 5.000€ Art Director 2.500€ Make up artist 1.000€ Editor 1.500€ TOTAL 145.000€

VIDEOCLIP REALIZATION

25 metres tall inflatables (6 in total) 15.000€ 3 rental kiosks 1.200€ 10 maxi stickers 200€ 6 people staff 420€ 66 tickets stadium + benefits 3.300€ TOTAL 20.120€

EVENT AT THE STADIUMS

COSTS/2  

Gazzetta dello SportSportMediasetTuttoMercatoWeb 4 days at the end of september and 4 days at the beginning of december

PLANNING INTERNET BANNERS

Day launch and 06/11/1120-21/09/11 for Milan - Udinese and 15-16/10/11 for Atalanta - Udinese

Days Costs500.000 Gazzetta dello Sport app downloaded 2 50.000€ 250.000 SportMediaset app downloaded 2 25.000€ TOTAL 75.000€

SMARTPHONE BANNERS (ESTIMATES)

Costs2 days on Gazzetta dello Sport (50 € for 1000 impressions) 50.530€ 4 days on SportMediaset (50 € for 1000 impressions) 48.440€ 8 days on TuttoMercatoWeb (35 € for 1000 impressions) 45.540€ TOTAL 144.510€

INTERNET BANNERS

910.127

Unique Contacts per day (Audiweb 2010)505.293242.196162.638

TOTAL  COSTS  

Launch event 15.600€ Event at the stadium 20.120€ Videoclip realization 145.000€ Award ceremony 10.000€ Internet banners 144.510€ Smartphone banners 75.000€ Others 29.500€ TOTAL 439.730€

RESUME

CONTACTS/1  

Internet site Unique audience month (Audiweb 2010) Banner life Forecast viewersGazzetta dello Sport 298.000 2 days 48.000Sport Mediaset 160.000 4 days 25.000Tutto Mercato Web 210.000 8 days 37.000TOTAL 668.000 14 days 110.000

UNIQUE BANNER CONTACTS CORE TARGET

Internet site Unique contacts per day (Audiweb 2010) Banner life Forecast ViewersGazzetta dello Sport 505.000 2 days 252.500Sport Mediaset 242.000 4 days 242.000Tutto Mercato Web 162.000 8 days 324.000TOTAL 909.000 14 days 818.500

BANNER CONTACTS

CONTACTS/2  

Viewers45.00020.00020.000

TOTAL 85.000

GUERRILLA STADIUM CONTACTS (06/11/2011)

Atalanta - Siena

Giuseppe MeazzaFriuliAtleti Azzurri d'Italia

Match StadiumMilan - CataniaUdinese - Cagliari

Youtube Smartphone Launch event Award ceremony500.000 150.000 25.000 10.000

OTHER CONTACTS

TOTAL  CONTACTS  

Internet banner 818.000Smartphone banner 150.000Guerrilla stadium 85.000Youtube 500.000Launch event 25.000Award ceremony 10.000TOTAL 1.588.000

TOTAL CONTACTS