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THE GILLETTE CHALLENGE PHASE ONE OUR IDEA TO PENETRATE THE MARKET Team Passepartout
OUR FOCUS : ITALY
OPPORTUNITY TO PENETRATE THE ITALIAN MARKET WITH NEW PRODUCTS “European men spend 29 weeks in their life to have a shave* Italian men needs 6 weeks more” They get the third place for time spent in front of the mirror Italian and French are the best shaved men all over the world. In Italy esthetic care is an important issue, especially in modern times. Therefore, we decided to focus on Italian market, both because there we see a huge opportunity in growing in penetration and because it is the country we know better. In addition to this, the awareness of Gillette is really strong in Italy. Gillette is the leader of shaving market: 8 men out of 10 choose Gillette blades. It produces many other successful products linked to its core activity, such as deodorants, shave foams and gel, pre and aftershaves. Market Share of shave foams and gel *Source: European Grooming Survey lead by Plus Four Market Research
PRICES OF GILLETTE PRODUCTS
HOW OFTEN DO MEN BUY GILLETTE? The market value of Gillette is about 3 millions €
The turning point BEARD AND HAIRS: THE HISTORY IS ALWAYS THE SAME For ages the beard has been considered a symbol of virility and wisdom. During the XIX century, beard and moustaches came back into fashion, not exclusively linked to military atmospheres as they were before. It is in this period that together with sideburns, the moustache becomes increasingly popular among young men. Things changed in the next century, especially after World War II: beards and moustaches for the most part went out of fashion leaving instead the clean-cut shave which was considered a sign of a well-kept and good looking man. Gillette benefited of this increasing trend and its products became day by day a necessity for millions of men all over the world. The story is now repeating. As a matter of fact, hairy men were considered in the past stereotypes of virility. Young men themselves used to show off their hairy breasts, opening their shirts. Nevertheless, as for the beards and moustaches, nowadays consumers have changed their esthetic standards and their needs. Sporty men in current times are compelled to use depilation products (to achieve better results or for hygienic reasons), many young men or modern active men feel ashamed to show their hairs and women prefer hairless muscles. Why Gillette should not profit again of this change in esthetic ideals and needs as it did a hundred years ago?
THE NEW (OR MAYBE OLD) IDEA! Gillette has managed once to be successfull by choosing a developing market analysing the change in consumers’ needs and habits. Now it is time to do it once again. We have found three categories of consumers interested in this new market segment WISH NEED MODERN ACTIVE CARE OBSESSED SPORTSMAN NEW LINE: MASCULINE DEPILATION Our idea is to introduce three new lines aimed to the three categories of men above. We imagine Gillette depilation outputs directed a modern active worker who wish to feel handsome and attractive, the care obsessed man who is eager to follow the new beauty standards and the sporty type, who has the necessity to use this products to achieve better results.
EXPLORING THE NEW SECTOR Italian men who need depilation products can presently choose within a quite narrow range of brands available at chemists As prices show, these products appear to be rather expensive. To pay store prices, men can only rely on specifically female brands (e. g. Cadey, Veet, Lycia, Strep, etc. ).
WHERE IS THE SUCCESS? Italian men are quite shy about their personal body care. According to some studies one man out of three tends to pretend that his aspect is natural and in particular depilation is now considered an effeminate action by the fifty per cent of men. The reality is that instead many of them do it secretly and using their wife’s creams or wax stripes. Time has come to transform this feminine action into a virile activity! Who can carry this change better than Gillette? Do not forget it’s “the best a man can get”! Therefore a new line branded Gillette cannot be but a great success. We have asked to many students, workers and sporty men whether they believe that a depilation line for men only branded Gillette would render consumers more self-confident in the purchase of product dedicated exclusively to them. Most everyone (89%) feel excited about that and is sure that even the shyest men would feel at ease in the end. Depilation by Gillette, the best a man can get.
MEN THINK THAT OUR INNOVATION IS… “Many men choose to depilate their body nowadays. I’m sure consumers would appreciate Gillette products. The brand is well known and has an already consolidated loyalty. The new line is definitely meant to be successful!” “The Gillette design will give men more confidence: they would find a guarantee of virility. No more pink or purple cream!”