Outdoor Promotions Infographic.

Taken from the Clear Channel UK Website:

I will use statistics from this in my dissertation to back up why I have decided to use the promotions I have used.

Final Product- Case and Application.

The final product design will consist of these design aspects:

• Rectangular box shaped rather than razor shaped- makes it feel like a more luxury product with more substance- also addressing the price point. 
• Two flag hinges.
• Engraved 'pro- safety' locking clasp.
• Spot varnished logo on the top.
• Grip pads on the base to prevent slipping off surfaces such as the sink or bathtub.
• Addressing the CSR (corporate social responsibility) code by using a recycled plastic to construct the case- taken from the casing that protects the Gillette razor blades on the head. Addressing environmental concerns of waste, sustainability and recycling- Gillette will be seen in a more responsible light.
• The box will then be coated in a pleather effect fabric for aesthetic purposes with waterproof properties. 

Final Product Design:

Alongside this will be the complimentary application available to all users- 

• This app will be be available on the Apple App store for all iOS7 devices including- iPad, iPhone and iMac. 
• The application will require a code when it is synced to the case.
• It will require internet access for alerts.
• The application will feature a remote locking system, status updates (alerting the user to any disturbances and as to whether it is closed or not), alarms (allowing the user to set alarms for the opening times) and a passcode. 

These products must look sleek and professional- in line with Gillette's current product range. 

Below is the final iOS7 Application:

Price.

Price.

‘The best a man can get’- the Gillette slogan that gives the consumer the impression that to be the best you need to have the best- any other products are substandard. This is also enforced by using celebrity endorsements- reflecting a luxury lifestyle associated with the products.

The price will be at £40, due to the innovative technology that comes with the product. I feel the product is viable at this price due to it being limited edition and marketed around the gift giving holidays. Gillette is also a well-known brand, with loyal consumers that trust in Gillette to provide a luxury, high quality product that works. 

Where will the product be stocked?

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:

Wanted? Needed? Desired?

The dissertation requires a segment on whether the product is 'Wanted? Needed? Desired?

Market Research-

I will look into the survey and establish if the product is wanted, needed or desired-

From the survey I have found that it is indeed a 'needed' product as 78% of respondants claimed that they where irritated when their personal razor was misused.

59% also stated that they would purchase the product if their was one available to prevent razor misuse- therefore the product is 'wanted' and 'desired'.

100% of the second survey respondants also claimed that they where irritated by misuse and would purch

*Whilst reasearching I also came across a TV show sketch on ITV's 'Ant and Dec's Saturday Night Takeaway' that showed a woman admitting to using her husbands razor to shave the family's dogs genitals.*

The above infomation establishes a niche market for the Gillette Pro- Safety Case due to highlighting the common household problem of razor misuse.

Consumer Profile Boards and Development.

The final consumer profile boards have been drawn on illustrator- here are some development shots-

Taking images from google and drawing them with the pen tool on Illustrator

Outlines without colour.

Beginning to fill the illustrations

Adding additional illustrations.

Adding colour.

Screen shot for mac screen.

Logo for backpack.

Developing colour.

Developing the BMW Keyring Illustration. 

BMW Keys.

Illustrating the Gillette Power Razor.

Adding colour using the gradient tool to give a 3 effect

Adding the logo.

Screen shots placed in laptop screen.

I decided to develop them further by adding wallpaper backgrounds.

I repeated this process for each consumer profile board.

These are the final consumer profile boards-

Primary Consumer- Arran:

Secondary Consumer- Amy:

Primary Consumer- Paul:

Secondary Consumer- Jayne:

S.M.A.R.T. Objectives.

S.M.A.R.T. Objectives.

These objectives help to ensure a campaign is as successful as possible by meeting specific targets target’s within a certain time scale. It also ensures they will be realistic, measurable and achievable.

Specific-

There will be several specific targets that the promotional campaign will aim to meet:

•         To increase Gillette’s innovative product range.
•       Differentiate the company from the competitiors through the use of technology and innovation.
•      Increase the already strong sense of consumer loyalty within the targeted consumer group.
•       Increase the ‘follow’, ‘like’ and ‘subscribe’ count on social media profile pages.
•        Increase profits through not only the Gillette Pro- Safety case but the current Gillette product range.

Measurable-

These will be measured accordingly, depending on the promotion used:

·        

•       Adshel- Through the use of QR codes.
•         Billboard- Through the use of specific search terms.
•       Magazines- Through QR codes and issue sales.
•          T.V. Advertisements- Through measuring the viewer count either side of an ad break.
•          iOS7 Game- Through downloads within the Apple App Store.
•          Social Media- Through looking at Likes, Favourites, Shares, Retweets, or Thumbs Up as well as click through rates.
•          Website- Through the use Google analytics which measures click through rates.
•          Mailout- Through the Mail Chimp analytics feature.
•          The sale rates will also be analysed- this will show if the profits target has been reached.

Achievable-

From previous research I have found that Gillette spent £10.7 million pounds on advertising in 2013. I believe this campaign will be achievable due to Gillette’s access to resources through this extensive budget. The promotional campaign will also highlight the current Gillette product range, which also ensures the campaign is cost and time affective.

Realistic-

Gillette will need access to a wide range of resources, including-

•          Design Team.
•          Photographer.
•          Film Advertising Crew.
•          Celebrity Couple.
•          Animation/Game Design Team.
•          Hardware- Computers and Cameras.
•          Software- Photoshop, Illustrator, InDesign and iMovie.

Gillette already have access to this range of resources due to previous advertising campaigns so the majority will be done ‘in-house’- a third party company will be brought in to design the iOS7 game.

Time-

Due to the product being aimed at couple disputes over the misuse of razors the campaign will run for four weeks prior to Valentine’s Day (a consumer holiday which encourages the exchange of gifts within couples)-

•          Building Excitement.
•          Time to consider and purchase the product.
• 
  

ft   After this the campaign will run for a further two weeks- allowing time of any excess stock to be sold.

     The campaign will take 3 months to plan and prepare-

•          Photoshoot.
•          Filming.
•          Game Development.
•          Post Production.

This period will run 3 months prior to the launch as to meet with T.V. and print advertising deadlines.

Within 3 months of the launch Gillette will have aimed to increase the company’s profits and social media following by 5%.