The Gillette Pro- Safety Limited Edition Case will be marketed at a premium
price point so needs to be sold in the correct place to ensure the Gillette consumer demographic is targeted.
There are 3 types of stores the product could be potentially
stocked in:
Chemists/beauty stores such as:
Boots/Superdrug/Bodycare.
Supermarkets:
ASDA/Tesco/Morrisons/Sainsburys.
Technology Stores:
PC World/Maplin/Apple Store (including online).
I believe that it would be more beneficial to sales if the product where to be stocked in a store that the consumer would primarily go to for Gillette products or razor products in general.
From looking at the consumer survey I can see that the two most popular stores to purchase Gillette products are Boots and Superdrug. Although the technology stores (especially Apple) would viable to stock the product; due to the innovative technology used in the iOS7 integration, the product needs to be sold where the ready available product range is already stocked to encourage add on sales of the razors and toiletries etc.
Superdrug is a high street health and beauty store with approximately 900 outlets- the second largest beauty store in the UK. The store stocks low and mid market products and brands such as L'Oreal, Dove, Lynx and own brand products. Superdrug is a more female orientated store, focusing more on the beauty and fragrance products than the male targeted products. This is also shown through the design of the store, using female orientated branding and displays- with feminine design aspects.
Boots is the largest beauty store in the UK with approximately 2,500 outlets. Boots stocks low, mid and high market products such as Boots own brand, L'Oreal, Lancome, Chanel and Miss Sporty- wide product appeal. Boots is a trusted highstreet store that appeals to all demographics and both sexes. The store is neutral- targeting neither sex therefore appealing to a wider consumer base.
I believe that the Gillette Pro- Safety Case should be stocked in larger Boots stores located in the cities or shopping centres where the consumers have a higher disposable income and a higher interest in technology. Although 52% of consumers shop for their razor products in Superdrug, I believe that Boots would be a better choice for the product due to its premium positioning over the competitors. Superdrug does not provide specifically trained staff in each department- something which Boots can- this is crucial due to the product being premium priced and requiring more explanation from staff.
The product will initially be launched in the Boots flagship store in London and will then be stocked in a range of stores throughout the UK including Manchester, Newcastle, Glasgow and Liverpool- as well as shopping centres which attract a wide range of consumers due to the extensive range of stores.
Gillette UK does not give users the option to purchase from the site, just directs the user to a site which does stock the desired; due to this the product will be available exclusively to Boots stores and Boots online. Boots gives the consumer to order to local stores- giving the consumer in a more rural area where the product isn't stocked the option to purchase.
The store will feature 3 types of promotion:
Indoor P.O.S. (including packaging, leaflets and stand)
Window Displays. (roll down posters)
Promotional Attire. (T-shirt)
Boots Website: Current-
Boots Mailout:
Boots Store:
