Westminster College 1 Gillette Park, Boston, MA 02127

Phone (646)935-4302 www.gillette.com

1 | P a g e

Our team consists of four people who have worked collectively and put forth our individual

expertise in marketing, financing, public relations and business to develop the best strategy

to market Gillette’s newest product.

Justin Jackovic

Jessica Schweitzer

Marcus Gurgiolo

Megan Prybyl

2 | P a g e

is a brand of men’s safety razors, among other personal

care products owned by Proctor & Gamble. Among the other personal care products are

Gillette’s shaving creams, gels and foams. Gillette makes 18 different variations of shaving

cream. Brushless shaving cream was originally introduced into the market by the Gillette

Company in 1936

Gillette is the world leader in men’s grooming products. Their innovative spirit has put

them at the top by being the first to create products such as the first safety razor and

shaving creams among other products.

Headquarters: Boston, Massachusetts

3 | P a g e

Gillette shaving cream serves as a grooming technique for men to stay clean shaven and

ultimately allure women. Gillette’s original shaving cream developed into the Classic line. It

then evolved to include the Series (gels) and, most recently, the Fusion (hydrogels) lines.

Gillette shaving creams offer affordable quality shaving creams tailored to fit the needs of a

diversified audience. Our newest product referred to as Aroma™ , combines our

finest shaving cream with top of the line cologne. This new product will give men more

products in less time.

Product line:

Gillette features a variety of merchandise within our product line, listed below are our top

innovative products.

•Fusion Razors - Power razor, 5 PowerGlide razor blades, reduces pressure to provide more comfort and less irritation, priced at $13.29.

•MACH3 Razors - Three Advanced Anti-Friction blades, lubrication strip fades to white when effectiveness reduces, priced $8.99.

•Proglide Razors - Beard trimmer and power razor, flexball technology, precision trimmer, 5 thinner and finer blades, priced $12.59.

Razors & Blades

•Sensitive Shave Gel -Fragrance free and dye-free, hydrates, priced $2.25.

•Foamy Regular - contains aloe, features Gillette Comfort Glide Formula, priced $0.89-$1.69.

•Conditioning Shave Foam - Emollient-enriched formula, high-grade lubricants, priced $2.25.

•Moisturizing Shave Gel -Formulated with glycerin to lock in moisture, softens facial hair, priced $3.99.

Pre- & Post-Shaves

•Gel Antiperspirant -Active odor blockers, features transparent dry shield, priced $3.99.

•Clinical Advanced Solid -Prescription strength wetness protection, odor-fighting microcapsules, minimizes skin irritation, recommended for sports training, priced $7.99.

•Hydrator Body Wash -Provides dry skin relief, washes away oil, dirt, sweat and body odor, priced $3.99.

Deodorants & Body Washes

4 | P a g e

Gillette, owned by P&G, serves over 70% of the shaving market with billions in

revenue every year. Gillette offers the highest quality grooming products for

men of all ages, in addition to some products for women’s care as well.

Because our customer base is so large, our main focus is on our current

customers.

We prove to our loyal customers that the newest version of a product is better

for them, which helps cut down on the costs to engage new customers.

Extending our brand of shaving gels with a product brand-new to the market

will capture the attention of not only our current consumers but that of those

who are loyal to competing brands due to these competing brands have no

product to compare.

There are over 150 million males in the United States today. We want to focus on the

50 million which fall into the following categories:

Males

Ages 20-40

Population living in or around large cities

Our product can be found alongside many other Gillette products in stores such as

Walgreens, Rite Aid, Target, Walmart, Costco and CVS. This convenience product can be

found at many key locations however, it is not just another average shaving gel. Gillette

Aroma is a high quality innovative product that will be affordable for all. Our focus

market will be working businessmen in larger cities ranging in age from 20-40.

5 | P a g e

Gillette plans on extending the depth of its extensive line of shaving gels by developing

shaving gels partnered with the most popular Proctor & Gamble brand fragrances to

provide men with a clean shave and a sensuous aroma. Our product, Gillette Aroma, is

designed to give men the freshest shave along with light distinguished fragrances that lasts

all day. Our new product will be available in three varying fragrances:

All versions of Gillette Aroma will provide our consumers with:

A transparent shaving gel, allowing the consumer the ability to see exactly where

they are shaving to prevent uneven lines or missed spots.

A cologne-infused scent, providing the consumer with the option to choose their

fragrance and trim their facial hair while being provided with the highest-quality

aftershave scent.

Bruno Banani

"Dangerous Man"

Escada

"Magnetism"

Dolce & Gabbana

"The One Gentleman"

Aroma™

6 | P a g e

The top competitors among men’s shaving creams are:

1.

2.

3.

Gillette

Edge

Skintimate

Barbasol

Private label

Pure Silk

$0 $20 $40 $60 $80 $100 $120 $140

7 | P a g e

Marketing goals

Our main goal is to open our product to big cities across the United States.

To do this we will make our product seen on billboards, commercials, and we will

associate our product with major companies in these cities.

Will sponsor business seminars throughout cities.

Sales goals

How much of the market share do we want in a certain amount of time

How much money in sales will we intake in the first year

o If our product is $8.49 and we sold to 30mill customers and the purchased

our product 3 times a year

o This will give us 764,100,000 in sales in the first year

Our goal is to obtain the most amount of the market before our competitors. We will pull

our market to demand our retailers to have our product on their shelves. Once we show

customers the quality and effectiveness of our product it will be harder for them to switch

after our competitors come out with the version.

Target Markets

Men between the age of 20-40 who are in the business world and single males that

are looking for the extra edge when looking for women.

Our product is seductive but professional. It could be used daily or on the weekend

activities.

Sales goal – gain 3% of the market share by June of 2016.

Marketing goals – use the success of our razor market to obtain more market share

in the shaving gel market.

8 | P a g e

The start of 2015 we will attach a sample of the new product to our number one

seller of the Fusion Pro Glide.

o There is more competition in our shaving gel and foam lines than our razor

lines. We are trying to use our higher market percent share in the razor

market to grow our shaving gel market share percent

o We will apply a sample of our product to the Fusion Pro Glide. Right now

this is our number one selling product and will allow the knowledge of our

product to spread more quickly.

o Razors are also sold more frequently than shaving gel. Putting samples on

the razor will increase the success of our product.

Send mass amounts of samples to major businesses in cities so they will be spread

to employees.

The samples will have the Gillette website where they can give us feedback and get

coupons for responding.

On this website we will have all the information about the product

o Future scents

o Places where you can buy it

o Prices

o Demonstrational videos

The website will require them to enter an email address in order for Gillette to

become closer to our customers.

Having a well-known person to represent our product will make it look more

credible and appealing to our customers.

In the future, athletes, well known businessmen, and actors could all be potential

representatives to help the spread

By June of 2015, our product will be fully implemented into stress such as Walmart giant

eagle cvs walgreens all across the US Gillette Aroma will be displayed on eye opening

shelves that will draw customers into looking at the product. Display cases with movement

sound video and attracting colors will be placed in high traffic stores to make it more

appealing to customers.

9 | P a g e

Our goal is to introduce our product, which no other company has produced yet, into the

market in the year 2015. This innovative product combines shaving gel with cologne. We

are eager to see this advanced addition to our product line become extremely successful

and watch our sales substantially grow.

SWOT ANALYSIS

•

•Competitors• Potential market fail• Consumers may not want to spend more

•Market towards women •Combine Gillette with big cologne names

•Have a strong market share in the razor market

•Narrow Target • Existing substitute products

•Most people shave before they shower

• Already established brand name

•Two products in one•Convenient & Affordable

S W

TO

10 | P a g e

We have decided to use a hybrid pricing strategy based on competition-based pricing and

Product-line pricing Strategy. We will decide our prices based on competitors’ strategies, costs,

prices and market offerings. We will also take in considerations the current products prices to

make sure ours is the highest price to help imply it’s unique and superior quality. Since no

other company has a product like ours, we will have greater perceived value and therefore

higher prices for Gillette Aroma.

Location:

Location is a big factor in our plans to release our newest product. We plan to focus on

large metropolitan-business concentrated areas in our initial release of Gillette Aroma. This

will be our way of measuring our level of success. From these areas our product will move

out into all other areas.

Warranty:

Gillette prides itself on customer satisfaction, therefore we offer money back guaranteed if

a customer is dissatisfied with the scent, performance and overall outcome of the shave.

Training:

There will be no training needed to introduce this product. Since we are already an

established company and our previous products have been extremely popular, consumers

will be more inclined to buy Gillette Aroma.

11 | P a g e

Our public relations efforts for Gillette will be utilizing strategic methods to build mutually

valuable and interactive communication between Gillette and our consumers and

shareholders. The target market for Gillette Aroma is men from ages 18-40, primarily

from large cities and urban areas. Our product was designed with young men in mind.

Therefore, we have created a media plan and public relations campaign for Gillette

Aroma.

Social Networking Sites

Because the target market for our product is focused mainly towards single businessmen, it

is important to have a strong social media presence for Gillette Aroma. Since a portion

of our target market belongs in the millennial generation, it is significant to utilize our

presence on Twitter, Instagram, Facebook and even WordPress. Gillette public relations

professionals will post daily on each social network with videos, photos, coupons and

interactive consumer opportunities. Interactive consumer opportunities will engage our

customers by inviting Gillette Aroma users to tweet a story pertaining to the use of

our product, asking users to submit before and after photos after using our shave gel which

will be uploaded to our Twitter and weekly blog posts about the use, ingredients,

advantages and feedback about our product. Engaging Gillette users will build profitable

relationships between Gillette and our users.

Press Conferences

Gillette will hold a press conference before the release of our product

into the market to give the details about our unique shaving gel and

explain how it is different than competitors and beneficial to our

target market. The press conference will give the media

representatives and those attending the conference the opportunity

to gain awareness and ask questions about our product. Each

individual in attendance at the press conference will receive a press

kit with a cylindrical shell that contains a Gillette cover letter, a fact

sheet, a transcript of the press conference, a company biography, our

partner list, position papers and a sample of our product. The press

kit is important to include with the press conference because it gives

the media representatives and journalists tangible and valuable

information that they can refer back to if needed. Including a sample

of Gillette Aroma within the press kit gives attendees a chance to

test the product themselves and if they are impressed, hopefully

12 | P a g e

promote our product to the media. Press conferences give the media full disclosure of our

product, in hopes to raise awareness and promote the shaving gel to the public. Press

conferences can be held for Gillette to announce a significant development or product to

generate publicity and enhance Gillette’s overall morale.

Using the following sales data our current market share would be 32.9% Our biggest competitor being Edge with a 21.7% market share Budget of Marketing Product Sales salaries & commissions 620,000 Marketing Research and Development 600,000 Public Relations Press Conference 10,000 Press Kit 120,000 Advertising TV Commercials 5,000,000 Magazine/Newspaper ads 900,000 Radio advertisements 300,000 Billboards 1,000,000 In-store displays 150,000 Shipping & Handling Packaging 100,000 Postage & Cartage 100,000 Samples 1,000,000 Misc. 100,000 We are asking for 1 million dollars to help jump start the sales of our shaving gel. This money will be used initially with researching and developing the product to a more refined consumer public. The other major costs will be used on the free samples we will be distributing with our Gillette Fusion Proglide razors within press kits and at retailers and wholesalers to help raise awareness for our product within the market. Other large marketing expenses include the advertising for our product such as the commercials, print advertisements and in-store displays.

13 | P a g e

14 | P a g e

Works cited

http://www.statista.com/topics/1811/mens-shaving-in-the-us/