People.

The Gillette Pro- Safety Limited Edition Case will be exclusively sold on www.boots.co.uk as well as in larger Boots stores. As found in previous research Boots have ability to provide fully trained staff in certain areas. The Boots member of staff will be briefed on the Gillette Pro- Safety Limited edition case through:

• The promotional YouTube video available to the public.
• The Gillette Pro- Safety product tutorial on YouTube, also available to the public. 
• A promotional leaflet as shown below. 
• They will also be asked to wear the promotional T-Shirt as shown below.

The above training techniques will ensure the staff are fully aware of the product and coherent with its functions. The T- Shirt will also draw the consumers eye to the product and encourage them to explore it more. 

The Gillette Social Media team will be in charge of online consumer interaction  Gillette is a very professional brand, so will be required to keep a professional yet friendly tone of voice when interacting on the social media sites. They will be briefed on the product the same way as the Boots store team will be, through videos and leaflets- therefore coherent and confident.

Mailout.

Due to Gillette not selling any of the product range on the Gillette UK website, the company does not have the ability send out any emails to its consumers as they are not stored in a large database. Instead the Gillette Pro- Safety case will be promoted by mail-out through the Boots.com mailing list, compiled from the online shoppers and advantage card holders.

The mail out will be emailed to all the potential consumers on the Sunday evening before the launch when consumers would usually be checking emails in regards to the next day. The email will promote other Boots products but prominently focus on the Gillette artwork banner featuring the Pro- Safety case and readily available product range. The mail out will also be emailed out on Sunday the 1^st and 8^th of February leading up to Valentine’s Day; the first being a smaller banner and the second the larger banner as seen in the initial launch email. 

This email will not only inform the consumer of the product launch but provide links to the website where the product can be explored and purchased.

The click through rates will also be measured through the use of mail chimp.

Development of Mailout-

I started by screen shotting a Boots mail out and then beginning to illustrate the content.
I used a range of gradients and the pen tool to make the mail out look realistic.

Screen Shot used as a template to illustrate the mailout.

Illustrated version of the Boots mailout with the Gillette promotional banner as seen on the Gillette website.

Mailout seen in iMac. 

I then began to develop the promotional banner for the mailout- the same one used on the website.

I used the Boots 'Ariel' Font to ensure consistency as well as the same orange background. 

Campaign Plan.

S.W.O.T:

Strengths:

The strengths throughout this campaign surround the extensive use of promotions; from print and T.V. to gaming and social media, ensuring that the current and targeted consumer base has maximum exposure to the Gillette Pro-Safety case.  The campaign, although taking on a new humorous approach in regards to promotions, still meets with Gillette’s brand values and identity by utilising professional and masculine style imagery; appealing to the ready established consumer demographic as well as to the younger consumer. All forms of promotion correlate with each other, creating brand recognition and This campaign has expanded Gillette’s technological advances not only through the innovative product, but also through the introduction of an iOS7 game application, that appeals to the ‘on the move’ professional commuting consumer whom are the key target market for mobile gaming. Gillette will address the CSR code through the use of recycling plastic casing that surrounds discarded razor heads alongside using recycled card packaging; establishing a more environmentally friendly brand image.

Weaknesses:

This campaign requires a wide range of resources and extensive planning to complete to a high standard that will be beneficial to Gillette; therefore requiring substantial amount of time and money. This could potentially be a weakness due to many companies needing to reduce spending within advertising due to the economic downturn. The product is marketed at a high price point, which could be a weakness due to the economic rescission affecting the residents of the UK; whom need to justify what money is being spent on and if it is needed.

Opportunity’s:

The Pro- Safety product has the potential to be introduced within the Gillette Venus range, targeting a female demographic with feminine designs and advertising. A campaign based around Mother’s Day or Father’s Day that focuses on the relationship between parent and teenage offspring, again keeping with the humorous theme and idea of razor theft would expand the Gillette Pro-Safety consumer base as well encourage younger teenage technology dependent consumers to purchase the product as a gift.  This product could also be marketed towards student consumers looking to protect a razor from housemates, for travelling purposes and even reverse the Valentine’s Day campaign with the male using the females. The product also has the opportunity to be developed aesthetically, whether that is through alternative gender appropriate colour ways, in house design or designer collaborations.

Threats:

Wilkinson Sword currently pose a threat to Gillette due to lower price points within the ready established men’s and women’s hair removal market; appealing to a frugal consumer in times of economic downturn. If Wilkinson Sword introduced a product, similar to that of the Pro- Safety case but with a budget price, Gillette could loose the market share and therefore profits.  The Gillette Pro- Safety case could also be redesigned and developed by a technological company such as Phillips or LightWave RS whom already have the resources/ knowledge to produce it and sell it at a much lower price point with all the relevant software. 

Media Plan.

Budget information found at Signkick.co.uk (outdoor promotions- search location and then find per 2 week price)  and within the Brad Insight website (magazine and T.V.- search company- find relevant information). I also found ITV and Sky budget information on their own websites in the media kit section.

Persuasion.

Billboard: Target both the male and female consumer on the commute to work/shopping centre- develops interest in the product. Including the search term encourages consumers to learn more. The tagline will encourage consumers to purchase the product.

Adshel/iOS7 Game: Target both consumer groups as with the billboard, whilst they are on their way to work. The transport adshel encourages commuters to download the iOS7 game to play on their commute- resulting with sharing between peers to unlock the achievements and discount code incentives. 

Magazine: Aimed at the Primary consumer- designed to catch the eye of the consumer- encourages exploration through the use of a QR code. 

T.V. Advertisement: Target both consumer groups- using humour- resulting in the video turning viral due to consumers having had similar experiences. 

P.O.S: Both the indoor and outdoor P.O.S. are designed to grab the attention of both consumers whilst in the store and walking down the hightstreet/shopping centre. The use of a statistic will help to persuade the consumer that the product is needed and should be purchased- either for the USP or ESP. 

Mail Out: Boots customer mailing list- sent to both consumers- aimed at female due to to being more likely to have signed up to mailing list. Encourages the purchase of the product as a gift.

Website Boots: Same as the bailout- aimed at the female encouraging the purchase as a gift.

Website Gillette: Provide information to the male consumer. 

Social Media (Facebook, Twitter, YouTube): Aimed at the primary consumer- Facebook encourages consumers to share stories of apprehended razors- they will also be encouraged to share with friends to gain more likes on their comment- win a Gillette Pro- Safety case. Sharing will also encourage more consumers to join the page and enter the competition- increasing the likes count. 

Celebrity Endorsement.

As research has found previously Gillette use a range of celebrity and sports star endorsements to promote their product range. I have decided to use a celebrity couple to promote the Gillette Pro- Safety case- the male being a sport star. This 'couple' aspect will relate to the product USP of protecting the consumers razor from a spouse. This couple will need to be attractive and aspired to, keeping with Gillette's brand identity of being 'the best a man can get'- consumers wanting to be this successful couple.

Couples:

• Victoria and David Beckham.

'Posh and Becks' are very current and popular- Victoria a singer and fashion designer- David a famous England Football legend. Although both are successful and aspired to, I feel that Gillette (and other company's have 'been there and done that' with Beckham- overused. I also feel this campaign would not appeal to Victoria Beckham's image. 

• Andy Murray and Kim Sears.

Andy Murray is very relevant due to having won Wimbledon for team GB in the past year- his girlfriend is a 'non celebrity'. If the campaign was current (2014 rather than 2015) the pair would have been perfect- also incorporating the tennis aspect into the advertising. But due to it being 2015, I feel the pair will be out of the limelight. 

• Frank Lampard and Christine Bleakly.

Both famous in their own rights- one an national/international football legend, the second a day time T.V. host. Although the couple are ideal for the campaign (age and looks wise) I feel they are no longer as relevant as they used to be and aren't a public power couple which consumers would aspire to- there can also be hate surrounding Frank Lampard due to his image and other controveries. 

• Rory Mcilroy and Caroline Wozniacki.

Golf champion and women's Tennis player- both famous in their fields but not as much in the public eye as others. I don't feel Golf or Tennis is as popular as Football or Rugby is. I don't thing Rory's image would suit Gillette's campaign. 

• Cesc Fabregas and Daniella Semaan.

Beautiful couple to aspire to, both very successful- Cesc being a famous international footballer. Cesc has been used on the Puma advertisement recently- maybe too soon to use him within Gillette advertising. The couple would have been a good choice as they have recently had a baby- being in the public eye. 

• Gerard Pique and Shakira. 

Gerard Pique is a Barcelona football player whom previously played for Manchester United and has had a very successful international career. Pique has not had any controversial incidents and is a very well liked and aspired to footballer- as well as having the right image for Gillette. Shakira is a successful model, dancer and singer- renowned around the world for her sex appeal. They both have a good image. This is my favourite couple so far. 

• Christiano Ronaldo and Irina Shayk. 

Although the couple is very successful I feel that Christiano Ronaldo has acquired a large amount of hate in the UK due to his footballing style and personal life- this hate could damage Gillette's reputation and affect sales.

I have decided that due to the campaign being run alongside the world cup football tournament, the couple needs to have an international footballer in it. I have decided on Gerard Pique and Shakira- they are both extremely successful, aspired to, controversy free and fit the brand/consumer image.