Date post: | 09-Feb-2017 |
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Business |
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1•Status Quo
2•Our Holistic Approach
3•CBBE
4• IMC
Status Quo
Current Positioning– Unclear connection between shavers and skin care– Little resonance to upper segment
Status Quo
Marketing Methods– Celebrity Endorsements (top individual sports athletes)– Instore, Print, TV, Online
Our holistic Approach
Instead of the single product approach
Portfolio-Leveraging-StrategyClearly relating the products
Single product strategy not logicalCompetitors brands have a stronger association with skincare
Costumer segmentation
• Main Targets• Mr. Magnetic• Mr. Style
Costumer segmentation
Clearly relatingthe products on the medium and long termwith the following ideas
KING C. GILLETTEBrand extension1
King C. Gillette
• Introduction of premium heritage brand, emphasizing shavers and skin care products
• Idea: focus on heritage and communicate that Gillette is not only about razors, but everything related to shaving– Transcending the daily routine:
“Shaving matters again”
King C. Gillette
Leveraging the corporate brand• It has a rich heritage, being the inventor of the
safety razor (Aaker, 2004)
Brand Extension (Ch. 12)• Line extensions: use parent brand to introduce a
product to a new market segment (Aaker 2004)
Enhance the parent’s brand image
A WINNING TEAMReinforcing the message2
Reinforce the message: Winning Team
Relating the products by presenting them as a winning Team
Celebrity endorsement through Rob & Mike Bryan
Reinforce the message: Winning Team
Secondary brand knowledgeto build brand equity (Ch. 7)• Celebrity endorsements, teams that wouldn’t
work separately
POD:• Products themselves already have best performance in
product category (Stiftung Warentest)• Products symbiotically increase effectiveness
CBBE
For a Guy’s Guy Who Leads With
Class
Unrivaled Performance, Setting Consistently Higher Standard That Men Trust
Heritage: Understands Men From Generation To GenerationTHE BEST A MAN CAN GET
IdentityWho are you ?
What about you ?
What about you and me ?
What do you stand for ?
Judgments/Feelings
Salience
Resonance
Performance/Imagery
We help you to look, feel and be the best
IMC
why two ideas?
• King C. Gillette to create awareness that Gillette is shaving (not only razors)
• Winning team to further relate products and not alienate the existing customer base
IMC
order of implementation:
Start with introducing the King C. Gillette line and reinforce product relationships with the winning team campaign
Communication Channels
In store Online Magazines TV
King C. Gillette
Buzz Marketing
• A high fashion black tie gala • Invite VIPs • Online subscription to win
tickets for the Gala
The King C. Gillette Gala
Communication Channels
Billboards In store Online Magazines TV
Winning Team
CONCLUSION
INTRODUCE “KING C. GILLETTE” TO CREATE BUZZ AND UNDERLINE RELATIONSHIP OF GILLETTE PRODUCTS
THE WINNING TEAM CAMPAIGN TO REINFORCE THE MESSAGE
IMPROVE CBBE BY CLEARLY RELATING THE PRODUCTS
SHAVING MATTERS AGAIN