Market Analysis, consumer understanding and creation of a new product.

1. P&G
Business Challenge
Gillette Venus

2. Agenda
• Research methods
• Market
• Focus on…
• Insights
• Brand
• Concepts
• Concept Test
• Launch Strategy

3. Research Methods
15 laddering interview
Average duration 57 minutes
Qualitative
1 Focus group with7 partecipants
Duration 2 hours 45 minutes
analysis
1 interview with a Doctor
Duration 30 minutes
Techniques
ZMET, TAT, Notness, Shopping list, Association tests
5 Hours of observations
Observations
3 Store (supermarkets) visited
25 consumer observed
Quantitative
2 Online surveys
Total 302 respondents
analysis
Secondary Data
MarkUp, Nielsen, Largo Consumo, Unipro
280 pages of transcription ,1 collage, 2 Photograph Databases to supporting the
techniques (60 photos + 2 adv)
Dataset
17 hours and 14 minutes of audio/video file
2 surveys
Brainstorming
1 creative focus group (using idea
drawing & idea writing tecniques)
First Screenig
1 screening focus group
Concept creation
Second screaning
1 inside screaning
Concept testing
2 concept tests with online survey

4. Market
Cosmetic depilation
Cosmetic depilator
Stable market
ready-to-use wax
70% of the market
strips and cream
5,7% of the market
guide the market,
Vauee 73,11 mil €
followed by wax
-0,7% in 2010
products and
Body toiletry
complementary
Razors
products
Value 1.272 mil €
30% of the market
+0,3 in 2010
decreasing in2010
Booming of wax
segment thanks to
the introduction of
new formats: gel and
Landscape
roll on that represent
an interesting
Perfume shops 6%,
potential market.
Retailing
90% Large retailers
Drugstore +10,2%
Apothecary’s shops 4%
Superstore –1,1%
Epilators
Supermarkets –0,3%
Minimarket –5,3%
67,7% MS
Elettric hair
remover
Elettric depilators
+10,5% in 2010
4,1% MS
Without IPL contribution
IPL
on the market
28,2% MS
-7,7% in 2010

5. “Do-it Yourself ”
Hair remover tools
Razors
Epilators
52% MS Worldwide - razors
7° on the italian Top Brand Bodycare
ranking
Depilation
Epilation
Wax
Creams
Mousse
IPL
Products
55% MS Worldwide - depilation
Hair After Hair
Moisturizing
Oil
Minimising
treatment
lightening

6. Market
Consumption and Usage
Statistics*
% of
3.60%
33.1%
users
29.1%
1%
6.60%
26.50%
How often do you use your hair removal tool?
In addition to the frequency of use,
100,00%
seasonality holds particular
6,20%
importance for all hair remover tools:
11,80%
14,30%
16,30%
9,40%
especially in summer, it increases
80,00%
Less
than
once
a
month
opportunities for consumption, but
requires greater efficiency and
25,60%
At
least
once
a
month
37,50%
66,70%
45,10%
convenience.
42,90%
60,00%
At
least
twice
a
month
100,00%
At
least
once
a
week
23,30%
40,00%
At
least
twice
a
week
Daily
40,60%
35,30%
In winter, for example, you shave less, because both you
25,60%
42,90%
don’t want to waste your time and you don’t want to
20,00%
33,30%
spend so much… in summer it becomes a job!
5,90%
7,00%
Claudia
6,20%
2,30%
0,00%
2,00%
Razors
Cream
Wax
Epilators
IPL
Never
at
products
home
*data
from
quanPtaPve
analysis

7. Focus
On…
Razors users
“I’m addicted to my razor…”
“Desperate times call for desperate measures!”
Melania
Diana
Daily
Emergency Only!
Once or twice a week
Razor? A commodity good, a product carrying low emotional involvement.
When purchasing, female customers don't perceive any difference among
the available products, however a razor can be found in ladies' “bags” at all
times.

8. Insights
The perfect tool
…razors have to be very,
"...These tweezers spinning very, vey cheap, ... less than
at a disproportionate rate 5 € per pack. Wax may
and tear hair up, but at cost a bit more ...
least they rip them up …
Eleonora
Sofia
"No. .. it's like taking a
... No, I don't find them
doctor's appointment in
comfortable, I think
a certain way: so today I
disposable one’s are
have to go to the
more comfortable .
beautician, I just have to
Laura
go!”
Matilde
"... There are women who ".. In the museum of torture,
can not wax: the reason in my opinion, there should
".. Waxing leaves the skin smooth,
could be irritation of the be a picture of the Silk Epil.”
and over time it weakens the
skin and broken Melania
hair ...."
capillaries ...”
Manuela
Camilla

9. Brands
Specific
map
The woman who uses Venus I
Man, Gillette is man, razor for think is a little more attentive to
man, or shaving cream, etc... on the body care and is willing to pay
TV, "the best a man can get" is something more…
Gillette!
Alice
Eleonora
Male
Female
I think swords are more linked to
men than women. Even if she
shaves her legs with it, I sense it as It's a brand that I
masculine.
associate less to body care
Aurora
because it also makes
pens, lighters, etc.
Eleonora
General

10. Brand
Elements
What a confusion!
(in the hair removal brands’ world)
?
?
If I need a razor, and there isn't a Veet or Venus one, it's not a problem for
me buying a Gillette razor, which I know are of good quality.
Eleonora
Even if confusion reigns, Venus can count on strong brand elements!
”… advertising affects you
because it says smooth
legs…
Federica Ri.
“..you buy it, even though
they cost a lot, like 6 €, (it's a
madness!) .. but they last
longer! it has two ribbons ...
Well, Venus it's also so it irritates you less ... well,
recognized for the Venus is the best!”
jingle that makes me Camilla
associate the ad with
the brand ... ”
Alice

11. Brand
elements
Creat
n
uitio
ivity
Int
Insights

12. Concept
Production
Venus Natural Touch
Design
by
“Prince charming exists! The new "Venus Natural
Touch”, the first natural epilation system that reduces
pain.
Kind and protective: thanks to an innovative and BUTTON
natural resin, it grabs hair without hurting the skin. The TO RELEASE RESIN
cartridge system makes it very pratical.
RESIN REFILL
It doesn’t make you wait: once you turn it on, it
immediately releases the resin at the right
temperature. You won’t need any stripes, your hand
will be enough and it will remain clean.
Respectful: it fits with all kinds of skin and it’s especially ERGONOMIC
recommended for the ones who suffer from post- HANDLE
epilation complains.
ADJUSTABLE
NOZZLE
Venus Natural Touch: “tough with hair, delicate with
skin!”
Device price: 22,90€ + 2 refill
Refill price: 9,90€ x 2;
Refill Size: 100 ml

13. Concept
Production
WiiSHAVE by Venus
Shaving becomes fun! Wii Shave by Venus is the interactive and original way to
beat the boredom of “do-it-yourself depilation”.
Thanks to the Wiimote technology and the innovative Venus razor head,
provided with special motion sensors and built-in moisturizing soap bars, shaving
will be a game!
Sensors, once connected with the controller, will let you keep your shaving
statistics always up-to date, while soap bars, with their moisturizing effect, will
allow an immediate shave, leaving the skin smooth.
Turn shaving into a challenge, play mini games, earn points and rise in online
rankings.
WiiShave by Venus: Shave for fun!
Price: 24,90 €
game & razor
Venus Retardant Spray
Stop the clocks?
Now it’s possible with the brand new Retardant Spray by Gillette Venus.
A cream spray based on eflornithine that slows down the regrowth and keeps
your skin hydrated.
Eflornithine is a clinically tested enzyme that helps you delay the regrowth.
It has never been so easy!
As all the retardant products, it requires a daily application. The atomizer makes
the use to be quick, pratical and pleasent. Moreover you won't need to spread
Price: 4,99 €
the product neither it will make you greasy.
Format: 300 ml

14. Concept
Test
We tested 2 concept and the winner is...
...Venus Natural Touch!
quick application
always at the right
BUTTON
temperature
RESIN REFILL
RELEASE RESIN
TO
ERGONOMIC
HANDLE
pain reduction
ADJUSTABLE
NOZZLE
it leaves no residue

15. Concept
Why, Why not?
Test
Quantitative reasons
Venus Natural Touch
Venus Retardant Spray
Probability
to
purchase
%
Probability
to
purchase
%
Definetly
would
buy
12,7
Definetly
would
buy
10,2
Probably
would
buy
59,4
Probably
would
buy
34,3
Global likeability of the product
Global likeability of the product
(1 don’t like - 7 like)
(1 don’t like - 7 like)
Mean
5,44
Mean
4,64
Grade of innovation (1 low - 7 high)
Grade of innovation (1 low - 7 high)
Mean
4,86
Mean
4,32
Market reasons
• Follow up the positive grow • Perception problems on the
of the roll-on wax tool “Retardant” effect that need
market.
stronger comunication
• Play on a better investements
multichannel strategy for • Stability of hair minimising
Venus natural touch.
products market

16. Forecast
Demand and Sales
% Potential Consumers (%PC) =
%Awareness(brand) x %Awareness(product) x %Perceived Innovation x %Trial x %Availability
N= 19 mln
Italian women (aged 15 – 60)
Market Share =
(N x %PC x No. of Uses of
Product) / Total Demand
12 months after lauch, the goal targets for this product are to reach:
• 5-6 % of the potential consumers in the “innovators” and “early adopters” groups.
• 8-10 % of market share (vol.) in terms of sales in the national market.

17. Launch
Strategy
Go to Market
Positioning: Functional positioning based on expected benefits of the product.
Target Market: The launch, exclusively for the Italian market, is scheduled for
Spring 2013 in order to leverage on the seasonality element.
Time Frame: The product will be recalled only in case of failure in reaching the
target market share within the first 18 months (2 Summer seasons).
Portfolio Management: Cannibalisazion risk < 10%

18. Launch
Strategy
Marketing Mix
A) Packaging:
• Eco-friendly
• Information on specific benefits of the product
B) Promotion & Advertising:
• Objectives:
1. Create thrill
2. Involve Opinion Leaders to gain knowledge and credibility
3. Stimulate Trial
ü Key Communication Elements:
ü Claim: “La dea ha scelto la resina: decisa con i peli, delicata sulla pelle”

19. Launch
Strategy
Communication
Timing
Community
test on relevant
websites
Improve Post-Launch
rankings in 3 store in Italy
Google
Launch
(MI, RO, NA)
search
Pre-launch
Mass media advertising
Preannouncement
Viral marketing
Opinion leader reviews
Show and tell
Specialised Social media
on a totally new magazines
website

20. Launch
Strategy
Focus on Viral Marketing
• Online “teaser” video: Sequence of ladies’ bust showing a scared expression. Follows a
second shot of the same ladies, this time chilling and smiling after a lucky escape.
VIDEO SAMPLE*
*Viral
video
aVached

21. Launch
Strategy
Focus on Temporary Store
duration of 10 days in: MILAN - ROME - NAPLES
• Product trial in separate studio
• Product demonstration
• Special offer on Summer Edition Pack (beach bag + beach
towel)
• Discount voucher to buy refills (only purchasing the product
and taking part to the trial as well as the casting)
• Gadgets & Brochures
• Meet the Experts
• Lounge & Music
• Overall experience based on communicating the brand
elements
• Casting for the next TV Adv. campaign

22. Launch
Strategy
Marketing Mix
C) Place:
• Mass Merchandisers: Slotting position next to Wax Roll on tool (near Veet)
• Speciality Retailers of consumer electronics: Slotting position next to IPL and electric
epilators
• Sales Promotion:
§ Promoters for in-store demostration
§ Displays, PoP materials
§ Bundle offer at the beginning (device + 2 refill)
D) Pricing:
• Rapid Skimming strategy
• Skim Price:
§ Device: 22,90 with 2 refill included
§ Refill: 9,90 € x 1 pack with 2 refill (to reduce price clarity)

23. Thanks by
Giulia Cozzi
Gloria Mattioli
Gaetano D’Imprima
Andrea Misticoni
Marco Girometti
Marco Moracci
Michele Popolo
...See you in stores!