GILLETTE ICONIC BE YOUR OWN ICON
GILLETTE ICONIC 1
Major Project PORTFOLIO Abigail Jones 20090120
GILLETTE ICONIC 2
2/2
GILLETTE ICONIC 3
Contents.
GILLETTE ICONIC 4
06.
10.
-Brand Extension
-Visual/Verbal
24.
52.
-PreLaunchEvent
-AppDevelopment
66.
84.
-VideoSeries
-Be your own Icon campaign
Introduction.
Concept 1.
Concept 3.
Branding.
Concept 2.
Concept 4.
100.
Conclusion.
-18MonthTimeline
GILLETTE ICONIC 5
Introduction. BrandExtension
GILLETTE ICONIC 6
In 2015 the global male grooming market was valued at US $47.2 billion (Euromonitor, 2015) which is projected to grow at a compound annual growth rate of 5.2% to reach US $ 60.7 billion by 2020. The largest category by which is accounted for male toiletries. Sustained by “self aware� (Schroeder, 2017) male millennials, digital connectivity allows the globalisation of new ideologies of masculinity to be explored which have resulted in a target market that is the most diverse and educated generation in history (Mangiaforte, 2015). This results in the premiumisation of the authentic and transparent.
MOISTIOURISERS
GILLETTE ICONIC
Evening facial cream DRY SKIN
SEE OTHER PRODUCTS
figure 1/2
GILLETTE ICONIC 7
Gillette iconic is a brand extension of the famous brand Gillette. Gillette is a well known brand and is used by over 450 million men in 200 million companies. Gillette’s belief is that it is “the best a man can get” and for many years the brand practised “positive canni- balisation” (Rahman, 2015) due to its strong domination of the grooming industry. However, the company has recorded an increase in shares from 70% in 2010 for 52% in 2016 suggesting that the brand is failing to market successful to a new emerging consumer.
Therefore Gillette Iconic aims to explore the changing ideologies of masculinity through the creation of a simple product range and accompanying app that offers the male millennial a unique, individual experience that is both informative and simple. The brand extension aims to connect Gillette to a new emerging consumer that the brand is yet to appeal to. Through the use of multimedia channels, traditional and new media aswell as paid and earned marketing, Gillette iconic aims to increase its market share whilst also appealing to the male millennial, 80% of which are concerned about their body image and appearance but are yet to find a brand that they can identify with due to lack of diversity (Mintel, 2016).
Initiating in the UK, Gillette Iconic will partner up with La Roche Possay over an 18-month period to develop a 5-product range specially formulated to treat Dry, Oily or combination skin that will launch with a new App. The App will use X-Rite spectrocolourimeter technology to scan the consumers skin to detect their skin type and offer them products specifically for them whilst also offering an informative experience. The use of an application will create an online eco-system of likeminded males who can share their experiences online and can develop real interactions based off unique similarities taking on a holistic approach to marketing (Kotler and Keller, 2016 p.251).
Furthermore, Gillette Iconic integration online is through their own social media channels and will form a user-driven brand extension that is dedicated in highlighting the changing face of masculinity, inspiring and promoting individuality and offering an experience that is relatable by male millennials from every background. Therefore, the four chosen marketing campaigns are a pre-launch event, App development, video series and a ‘be your own icon’ campaign. Through the success of Gillette and its global presence the brand extension is feasible and the capital expansion will mean future plans for globalisation are possible.
figure 3
GILLETTE ICONIC 8
figure 4
GILLETTE ICONIC 9
B
figure 6
GILLETTE ICONIC Colour Palette figure 5
GILLETTE ICONIC 10
Branding. The colour palette for Gillette iconic will be neutral tones with certain dominant colours being chosen in order for the brand to be recognisable. Choosing a good colour palate can increase brand recognition by 80% (Gross, 2018). The main colours for the branding will be white, earthly colours and blue. The products will come in a white bottle with a grey label. The reason for this is because white represents simplicity, purity and perfection. It represents simple products that have minimalist aesthetic and feel clean and fresh which is what the brand represents.
Choosing earthly reds and greens gives the branding an organic feel and represents a feeling of wholesomeness (Gross, 2018) and vitality. With the brand using organic ingredients and working closely with dermatologist’s to develop the best formula this colour suggests renewal and vitality. The main reason for using undertones of blue is because the current colour used for Gillette is blue, so it brings strong brand recognition when consumers see the colour and name which can increase credibility for the brand. Blue also represents trust and has a calming, harmonious feel to it.
GILLETTE ICONIC 11
--figure 6-9
GILLETTE ICONIC 12
Mission.
To provide quality, value-added personal care products and digital platform that educates and inspires its users.
Vision.
To be the leading health and beauty brand for men, providing straight forward products using results driven formulas and simple applicators.
GILLETTE ICONIC 13
development of products and app
version 1.0 of app is created Once the development of the App is complete the first version of the App will be used at the preLaunch event.
Developing the App software using technology deveoped by La-Roche-Possay.
Investment agreement
Market research
Investment agreement between Gillette and La-Roche-possay to ensure the partnership goes smoothly.
Busi ness mod el.
Any glitches will be found and resolved in order for it to be ready to launch with beauty products
APP AND PROdUCTS are OFfiCIALLY LAUNCHED
GILLETTE ICONIC 14
2018 2019
TRADITIONAL MEDIA
PRE-LAUNCH PARTY IS HELD
DISTRIBUTION CHANNELS BE YOUR OWN ICON CAMPAIGN NEW MEDIA Pre-launch party will allow for media coverage arounf the launch of the subbrand. It will also allow any issues with the App and software to be ironed out
In App purchases and also stocking in barbers and partnership stores such as Boots, Superdrug, ASDA.
Customer services Answer customer queries and will help customers to use the app
GILLETTE ICONIC 15
The So
y l Gu
cia
THE MUSE GILLETTE ICONIC 16
ree r guy
ca
The
e h T
a h t r d i n k forw i n g
g u y figure 10-14
GILLETTE ICONIC 17
figure 14-26
GILLETTE ICONIC 18
The target market for Gillette Iconic will be millennial males. With the UK population of millennials predicted to hit 17 million by 2019, as this consumer group hits their prime working and spending years their impact on the economy will be astronomical and brands such as Gillette, who have failed to market to this consumer group yet will be impacted massively (Squarespace.com, 2017). Due millennials coming of age during a time of technological change, economic disruption and globalisation it has resulted in this consumer group adopting a different set of behaviours and values as consumers (Sachs, 2017). Getting to know the consumer behaviour is important and some qualities are listed below: • The Gillette iconic consumer rank being healthy as one of the most important things, 77% stated mental health was the most important (Inkling, 2016). • Strong work ethic with building a career more of a priority than finding love or settling down. • They value political and social conversations and will engage in debates expressing their opinions on current affairs. The top three things UK Millennials want their generation to be remembered for are - the development of technology (40%), improvement in gender and LGBT equality (38.5%) and improvement in race relations (32.5%). Being environmentally responsible came in fourth place (32%) (Squarespace.com).
• They interact with material that is interesting and will provide them with information (Inkling,2016). • The consumer values customer service support over promotional material. • The value the opinions of their family’s and friends and will often turn to them for validation. • They will actively search tutorials online if they feel they have received a correct and insightful recommendation. • They value experiences rather that possessions.
• The Gillette iconic consumer values quality in their products and relate well to advertising that talks to them as if they are their friends, exploring real issues and showing diversity in their materials (Sachs,2017) (JWT Intelligence, 2017).
GILLETTE ICONIC 19
GILLETTE ICONIC 20
GILLETTE ICONIC 21
GILLETTE ICONIC 22
GILLETTE ICONIC 23
GILLETTE ICONIC 24
GILLETTE ICONIC 25
GILLETTE ICONIC 26
GILLETTE ICONIC 27
GILLETTE ICONIC 28
GILLETTE ICONIC 29
GILLETTE ICONIC 30
GILLETTE ICONIC 31
GILLETTE ICONIC 32
GILLETTE ICONIC 33
GILLETTE ICONIC 34
GILLETTE ICONIC 35
GILLETTE ICONIC 36
GILLETTE ICONIC 37
GILLETTE ICONIC 38
GILLETTE ICONIC 39
GILLETTE ICONIC 40
GILLETTE ICONIC 41
Touch.
To ensure the consumers experience the brand identity of Gillette and every sense is awakened, it is important that the sound, smell and colour of the space is carefully controlled in order to “attract and to some extent control the customers responses by awakening their full senses� (Easey, 2009, p.232).
GILLETTE ICONIC 42
S
Sound.
realscottmills DJ for the launch of @GilletteIconic tonight! Everyone keep your eyes peeled for something special launching soon. Will be posting the details on my story. Will be going live at 7pm.
The lighting will be kept the same however the mu- sic playlist will be adopted from the Spotify playlist “relax and unwind’. The playlist has 3,161,962 follow- ers and the songs are varied but the vibe is chilled just like the event. Due to media coverage mainly being print and radio, radio 1 DJ and influencer Scott Mills will be attendance doing press and media coverage.
GILLETTE ICONIC 43
CASPAR LEE
JORDAN STEPHENS
24 years old
26 years old
CHARLIE IRONS
ROMAN KEMP
SAFWAN AHMEDMIA
27 years old
25 years old
27 years old
The Influe ncers.
The press packages will be all black to give a modern feel with embossed branding to create a feeling of prestige. The brand packaging will be sent out to influencers who will attend the event. They will receive 5 samples one of each product, an exclusive invitation with the information of the event included. It is important that the influencers like the packagers and feel a sense of pride posting the content rather than just because they are being paid to. The box will be the best condition so that if necessary it can be used again by consumers.
GILLETTE ICONIC 44
GIL I C LET O N TE IC
GILLETTE ICONIC BE YOUR OWN ICON
GILLETTE ICONIC 45
charlieirons Just recieved my Press package and official invite to the launch of Gillette Iconic! if you want to win the chance to attend this exclusiv event then simply comment on this post bellow and follow @GilletteIconic! You do not want to miss this guys.
GILLETTE ICONIC 46
Why?
Awareness.
To bridge the gap between the brand the consumer. The pre-launch event will allow the consumer to understand and develop a brand identity associated to Gillette Iconic. The event will also allow the brand to resolve any technical issues with the App before its official launch.
SMART
Objective.
2000 followers over 2 week period.
Goal
Desired outcome. Male millennials become more aware of the brand extension and wish to find out more information regarding what the products are and the App. They follow Gillette Iconic on Instagram to keep up to date with launch.
GILLETTE ICONIC 47
The
Career guy The target market for the pre-launch event will be ‘the career guy’. He is 28 and his job role would be anything from a recruitment consultant to accountant. His personality is clinical he has built his career in the city and is now thinking about settling down and starting a family outside of the busy city environment. However, up until this point in his life he has been career driven and focused. He takes care of himself, eating healthy and will engage in Spa retreats. He is well travelled and will often read newspaper prints rather than browsing online. The reason why this would target this customer profile would be due to the fact that this is an experience driven event that offers more than just a tangible product (Posner, 2011). This consumer would already be aware of the types of products available to him but would engage in using the App purely because it is new on the market and offers a good service.
GILLETTE ICONIC 48
Cost £24360
-15,410-DigitalInstallation -8950-PreLaunchEvent The total cost for marketing concept one will be £24,360. Most of the budget was due to the installation with manual labour and cost of supplying interactive billboards within a bust city centre was £15,410. The pre-launch event itself costs £8950 after catering bill is paid and BEAST for letting the unit be used during a busy summer period. the expectation of making the money back will be through the excitement created around the launch.
GILLETTE ICONIC 49
Time Line
GILLETTE ICONIC 50
GILLETTE ICONIC 51
GILLETTE ICONIC 52
GILLETTE ICONIC 53
GILLETTE ICONIC
GILLETTE ICONIC 54
GILLETTE ICONIC 55
Home. Scan. Upload. Locate. Discover. Interact.
GILLETTE ICONIC 56
GILLETTE ICONIC
GILLETTE ICONIC 57
MOISTIOURISERS
VIDEOS
GILLETTE ICONIC
Evening facial cream DRY SKIN
SEE OTHER PRODUCTS
GILLETTE ICONIC 58
DISCOVER T H E D A I LY
NEAR YOU
GILLETTE ICONIC 59
63 per cent of women reported having a female best friend, while only 46 percent of men said they had a male best friend. This suggests that more males seek friendships online. Brown,2016 GILLETTE ICONIC 60
Gillette Iconic consists of 5 products and an accompanying App that is free to download from the app store. The App will create an interactive and engaging experience for the consumer as well as it being the first of its kind to enter the men’s beauty industry with such a unique innovative product. The development of an accompanying app will allow the brand to adopt a holistic approach to marketing (Kotler and Keller, 2016 p.251) allowing users to interact with each other, share their beauty regimes, explore their skin type through innovative technological developments by partnerships with outside brands and act as a platform for male millennials to engage in their experiences. Using an App allows the brand to target more digital male millenials 51% of which use smartphone applications as their main way to get online (Office for National Statistics, 2016, p.16). using an App that is personal create a sense of community online where men can share and interact with like minded individuals.
The app will have 6 basic functions. A home screen, which will be where the consumer can navigate from each page and section as well as a direct link to our social media accounts. A scan button which will be the main focus of the App as it will allow the consumer to scan their skin and receive results as to what skin type they have. An upload button where consumers can upload their skin type on to their own personal page and keep track of suggested products in order for it to be a seamless shopping experience. A locate section which will allow the consumer to locate stores with that particular product in stock and will enable them to receive expert advise on how to use the products, how to use the app and what products will be best for them. The discover section will lead the consumer to our YouTube channel and daily articles of stories from consumers, updates with the products and notifications for products that are back in stock. Finally the interact section which will allow male millennials the chance to share their stories online and speak to people with the same skin type as then creating a brand community online that would benefit the brand and the consumer.
GILLETTE ICONIC 61
Measuring Success Measuring the success of app is important for determining whether or not the brand extension to reach a new consumer group was successful. The key metrics are outlined below (Keller, 2013;Hoff man and Fodor, 2010; Chaff ey, 2009): Owned media (Can be measured through Google Analytics and other statistic pages such as Instagram and google) • Sales generated through the website with traffic diverted from the App • Sales revenue per product • Number of reviews and feedback left on forums and social media • Each consumers time spent on the website and what the most successful products are from the app • Regular KPI reports Paid media • Number of times their QR code was scanned from the use of magazine articles • Media coverage through the radio and print Social media • Likes and comments on photographs and which ones seemed to be most poplar • Average follower gaining per week with demographic and psychographic information collected so the brand can Improve performance regional.
GILLETTE ICONIC 62
Why?
Awareness.
The success of the app will determine the strength of the branding and its impression it leaves on the consumer. The App is what separates Gillette Iconic apart from any other men’s beauty brand therefore ensuring that it is successful is important. The digital platform will market to digital millennials and will also allow for the success of the integrated marketing campaign allowing a smooth transition from website to app to social media. Men feel as though they need a platform that will enable them to create real friendships. This app aims to do this.
SMART Objective.
App will be trending in the App store and 100 unique impressions will be made during the first 2 weeks of it launching
Goal
Desired outcome. The desired outcome is the purchasing of products through the App and the number of hits generated from the downloading of the app from the app store. The app will cause consumers a desire to interact with the app and use its features resulting in purchasing behaviour
GILLETTE ICONIC 63
Why?
Awareness.
YoutTube is the second biggest search engine in the world (Forbes, 2016) 69% of the worlds mobile traffic will be video by 2018 (YoutubeIngihts, 2015) Men watch YouTube 3.4 times per day this is massive way for Gillette to target the desired consumer group. Millennial men tend to engage more online about brands and will share content if they feel it is worthy and beneficial to them. Creating a video series will give the consumer a seamless experience.
SMART
Objective.
Will be measured through tracking the total views including pages with embedded links. Video Viewership of each video (quartile reporting) to gage effectiveness of start, middle and end. Smart objective will be 200 views by the end of week 1.
Goal
Desired outcome. The desired goal is to create content that is suitable for all male millennials, this will be popular and will create earned media from the sharing and traffic create by each individual video. The brand will also be able to highlight its new brand DNA through its beliefs and brand essence that comes through on the Ad campaign.
GILLETTE ICONIC 64
GILLETTE ICONIC 65
Cost £649000
-£210,000-Appfunction -£230,000-SkinScanningresearch/technology -£140,000-Labourcosts -£50,000-MaintenanceoftheAppperyear -£19,000-Training
GILLETTE ICONIC 66
Predicting the total cost for the app is hard due to the maintenance and constant checks that will take place each month. If there is a glitch with the software, then the company will have to invest in the solution in order to ensure that it still functions properly for consumers. The initial investment estimated for the App development and software using X-Rite properties is therefore £649,000. This should cover the costs for the first operating year and secure the development of the App until the contract between Gillette Iconic and La Roche Posay terminates. This investment will cover the labour costs, research, technological developments, testing and prototype development and design features. It is important that Gillette invests in these properties if they wish to have a return on their investment in the long run. The use of digital software to target a millennial male may seem like a risk for a company that targets an older consumer. However, a study conducted in china in 2015 by Gillette targeted male millennial’s through the use of VR headsets to sell razors at an event known as ‘singles day’. Gillette re- ported record braking sales figures with 1000 shavers being sold per minute, they doubled sales compared to their previous year and out grew any other product being sold that day (Warc, 2015) This highlights that the choice to market to millennial’s has the potential to be successful and if done correctly using the right marketing tools, has the ability to expand the company shares.
GILLETTE ICONIC 67
Time Line
GILLETTE ICONIC 68
GILLETTE ICONIC 69
GILLETTE ICONIC 70
GILLETTE ICONIC 71
The video series will launch with 4 different platforms that user can engage with. These four include Your stories which will be to allow men to share their own beauty regimes and experiences online and will be chosen through our Instagram each month as the best user generated content. This will increase un-paid media channels as consumers will be sharing their videos for their followers to see and click our page. This clever technique will also provide feedback and will be mini reviews the brand can track and analyse. The second section in the videos will be called ‘Tips & Tricks’ this will involve Instagram influencers getting involved online and sharing their beauty tips and regimes to best utilise the products. Male millennials react well to content that is informative so therefore this would engage the consumer group ‘the career guy’ because he will be interested in how he can get his money’s worth.
GILLETTE ICONIC 72
The use of influencers will also provide consumers with a relatable figure that they can trust. The third channel will be the AD campaign which will launch using traditional media techniques as well as online through our social media pages. The use of the ad campaign will provide content that is thought provoking and will support the launch of the ‘Be your own Icon campaign’. The final function will be ‘the experts’ section on the channel will be for consumers to gain solid knowledge into the science behind the brand and how the App works as well useful tips on how to prevent the causes of Dry skin in winter through to summer, the causes of oily skin and problem areas and how to treat combination skin.
GILLETTE ICONIC 73
Your Stories 70% of millennial men say the main reason they share content is because it’s funny. (Mangiaforte, 2015)
GILLETTE ICONIC 74
Tips& Tricks 64% of millennials told NewsCred that they respond positively to content that’s helpful. (Mangiaforte, 2015)
GILLETTE ICONIC 75
Ad Campaign 64% Of millennial men say they share content thats thought provoking. (Mangiaforte, 2015)
GILLETTE ICONIC 76
The Experts 48% Of millenial men say they share content that they believe in. (Mangiaforte, 2015)
GILLETTE ICONIC 77
New Media.
Millennial men use digital channels to have brand conversations with 14% of their conversations taking place via social media and other digital channels, versus 6% for older men (Mangiaforte, 2015). They also make more brand recommendations during real-life social interactions such as watching sports with friends. This suggests that the consumer is far more digitally minded. Taking this into consideration it is important that the brand employ both new media and traditional media
GILLETTE ICONIC 78
T M
Traditional Media.
To market the video ad campaign and series a mixture of traditional media and new media will be used. This is because during research it was discovered that only 38% of them even open the platform on average in a month, whereas 88% said they still listened to radio (Nielson,2017). When related to advertising, traditional media encompasses that of television, newspaper, radio and magazine ads. These forms of communication are the steadfast ways that businesses have reached both consumers and other companies for decades and are currently ways of advertising that Gillette currently use and rely on (Easey, 2009). Whilst this form of marketing is useful in order for the marketing to be successful it’s important to adopt both traditional and new media techniques to maximise potential reach.
GILLETTE ICONIC 79
The
Social guy
The video series will be targeted at all 3 consumer profiles with ‘tips & tricks’ targeting ‘the career guys’ and the ad campaign targeting ‘the forward-thinking guy’ the way the videos will be launched will be strategically so that all consumer needs are met on some level. One of he main reasons behind the ‘your stores’ sub section was to target ‘the social guy’ consumer profile. The social guy is aged around 23 but his age may vary depending on maturity. This male millennial is all about his social appearance and his social calendar. He likes to socialise with his friends and will actively be on social media to keep up appearance. His posts will be calculated in order for his to be noticed by his friends or to keep up with his social circle. Therefore, it is suggested that he would share content that isn’t to serious and is quite light hearted and funny or may even be an ‘inside joke’ between friends. He wants every bit of content he shares to be a representation of his personality and therefore will analyse the content before sharing it. Using the ‘your stories’ section on YouTube will enable the consumer to feel involved and may even find the stories funny and relatable encouraging them to share it to their own posts increasing earned media for the brand.
GILLETTE ICONIC 80
Cost £52000
-£17,000-Adcampaignslot(peaktimes) -£12,000-InfluencerYoutubevideos -£10,000-LabourcostsofAdcampaign -£9,000-ProffesionalVideoEditors -£4,000-MaintenanceofChannel The cost for the YouTube videos will not be a lot of money but influencers, editors and also the making of the ad campaign needs to be considered. Gillette currently show their commercials at peak times during the day which cost around 10,000 to 30,000 (Google Analytics, 2018). Having the video show at peak times during the day and night is important as if the video is not seen then the marketing is unsuccessful. The cost of the ad campaign is also important and professional video editors and makeup artists, location services, model fee, labour costs need to be considered.
GILLETTE ICONIC 81
Time Line
GILLETTE ICONIC 82
GILLETTE ICONIC 83
GILLETTE ICONIC 84
GILLETTE ICONIC 85
Campaign Im THE BEST A MAN CAN GET
BE YOUR OW
GILLETTE ICONIC
GILLE ICON
BE YOUR OWN ICON The be your own icon campaign is a billboard and social media campaign that will launch June 2019. The reason why this campaign is important is because it finishes off the four campaigns to create a strong brand community and support the ad campaign in creating a strong marketing message and solidifying the consumers desire to have the product and also the authenticity of the brand. The campaign will be promoted through Instagram, Facebook, a magazine spread and billboard campaign in bust locations where the foot fall is large scale so locations such as town city centres in London, Liverpool, Manchester, Leeds and Edinburgh, all areas with high overall footfall and high millennial population. The campaign will use diverse models to highlight the true brand essence and the values it stands for in highlighting new ideologies of masculinity. Using printed sub-sections in paid media such as GQ and Men’s health the use of QR scans the brand can measure the success of using traditional media channels and can decide if this is beneficial for the brand and its marketing strategies.
GILLETTE ICONIC 86
mages.
OWN ICON
ETTE NIC
BE YOUR OWN ICON
GILLETTE ICONIC
GILLETTE ICONIC 87
The average person views a BE YOUR OWN ICON
GILLETTE ICONIC
The average person views a billboard for 4 seconds (Capitol, 2015) the use of Billboards advertising can be successful in reinforcing brand identity and are the most traditional forms of advertising used today that has such a high success rate. The location of the billboards inin busy cities mean that more consumers will be exposed to the marketing message promoting sales.
GILLETTE ICONIC 88
board for 4 seconds (Capitol, 2015
a bill
BE YOUR OWN ICON
GILLETTE ICONIC
)
GILLETTE ICONIC 89
GILLETTE ICONIC
Gillette’s Iconic will use its social media channels to market the campaign as this is an area that the brand is not that strong within. For such a big brand their following currently is low which needs to be changed n order for the success of the marketing campaign. Therefore, this will bridge the gap between online and offline channels. Millennial users are most active on Facebook during Mondays, Wednesdays and Thursdays (Instagram Business Team, 2017). The content will be scheduled to launch to coincide with the campaign launch. The use of hashtags will increase the universal impact of the campaign and will also allow the rand to track its success by how many user generated searches it creates.
GILLETTE ICONIC 90
GILLETT
E ICONI
C
IC New
TE ICON GILLET campaign
Gillette
ad
GILLETTE ICONIC 91
ET G CAN N MA A EST B THE
E T T E L GIL O N I C N I C OWN ICO YOU E B
R
BE
Publi cation.
GILLETTE ICONIC 92
The publications will include GQ (targeted at ‘the social guy’) Newspapers such as The independent (‘The career Guy’) and also fitness publications and well-being such as Men’s Health targeted at ‘the forward thinking guy’ SMART Objective: Using a uniqe code within each magazine, consumers can scan this and download the app to recieve a 5% discount off their first order. this will be a way of measuring the hype created through using traditional media techniques. the objective is to create 250 unique impressions from code scanning and app downloading.
Th e up laun an in ma ch of d in g G for azin illet ma e p te w tion rint il for s wi l be w con th r ri sum evie tten ers ws .
GIL I C OLETT BE E N YO I UR C OW NI CO N
GILLETTE ICONIC 93
The forward thinking
guy
The campaign will target every aspect of the consumer groups identified but in particular the ‘forward thinking guy’ this consumer is aged around 25 and is on the career path but believes there is more to life than working and dying. He likes to engage in activities that are adrenaline pumping and fun so will often choose excursion holidays rather than city breaks or beach retreats (Griner, 2014). The forward-thinking guy is a guy who is in tune with the world. He follows news channels on social media and will actively engage with politics, expressing his opinions on his social media and engaging in debates online. He tends to share content that is meaningful and sparks a conversation amongst his diverse followers. Therefore the message behind the Ad campaign would result in this consumer getting involved and addressing messages that the marketing campaign brings to light such as unrealistic expectations of masculinity and the changing ideologies of masculinity.
GILLETTE ICONIC 94
Cost £314000
-£92,000-Billboards(annual) -£72,000-Busstops/trainstations(annual) -£100,000-5socialmediainfluencerspromoting -£50,000-ProffesionalAdcampaign The average cost of billboard advertising is around £200 per week for a standard 48 sheet hoarding. An ad on the side of a bus stop on a busy high street could cost around £300 for two weeks’ exposure. With there being 5 locations with 10 billboards and bus tops in each city the total cost will be for a 12-month basis 72,000 for bus stops. 92,000. The cost of social media ad campaigns and paying influencers to post will cost 100,000 over a year long period for 5 influencers to post regular updates. The labour of a professional ad campaign shoot can cost up to 50,000.
GILLETTE ICONIC 95
Why?
Awareness.
Through use of an ad campaign this will allow the integration of the pervious marketing campaigns and consumers will build up a desire to purchase the products. Using posters/billboards/magazine publications is a cost effective way to connect digital with traditional marketing. Targets key locations to increase campaign familiarity with target consumers.
SMART Objective.
to create 200,000 impressions on our social media pages whether that be through likes or comments to create 100,000 website impressions directly from the link on our facebook
Goal
Desired outcome. The desired outcome will be through maximum exposure through the QR codes on the magazine images, positive customer feedback and the desire for more consumers to want to purchase the product. Global consumers will begin to gain interest in preparation for global expansion.
GILLETTE ICONIC 96
GILLETTE ICONIC 97
Time Line
GILLETTE ICONIC 98
In conclusion of this portfolio highlighting the realisation of four marketing campaigns in the credibility and feasibility of a brand extension of Gillette, Gillette Iconic. Research revealed opportunity to bridge the gap between male millennials, technology and the growing market that is the men’s beauty industry. Current macro trends such as mens mental health and the unrealistic expectations for males in society furthered reasoning paired with the growing trend for men wanting to adopt a simple and easy beauty regime. A broad, yet “mutually reinforcing” (Keller, 2013, p.551) choice of marketing campaigns ensures that the brand values and brand experience continues to secure brand equity amongst its target consumer. Gillette Iconic concept and business model secures leverage for this extension, satisfying La Roche Posay, Gillette and consumer as well as securing partnerships for distribution amongst highstreets retailers. Research concluded no beauty brand is yet to create such a unique product and service meaning that the possibilities for global expansion could mean that Gillette’s market shares increases one of the main goals when starting this project.
GILLETTE ICONIC 99
Aaker, D.A. (1991). Managing Brand Equity. The Free Press, New York, NY. Aaker, D.A. (1996). Building Strong Brands. The Free Press, New York, NY. Aaker, D.A. (2002), Building Strong Brands, The Free Press, London A First Class Riot. (2011). Images: Grace Jones by Jean-Paul Goude. [online] Available at: https://web.archive.org/web/20120511031130/ http://afirstclassriot.com/2011/06/01/images-grace-jones-by-jean-paul-goude/ [Accessed 4 Jan. 2018]. Afrobella. (2013). Moments of Black Beauty History - Grace Jones Island Life Cover Photo | Afrobella. [online] Available at: http://www.afrobella.com/2013/02/04/28-moments-of-black-beauty-historygrace-jones-island-life-photo/ [Accessed 4 May 2018]. Balmford, G. (2016). Men’s beauty retailer Beast to open in Seven Dials. [online] Retail Focus - Retail Blog For Interior Design and Visual Merchandising. Available at: http://www.retail-focus.co.uk/news/2344-men-s-beauty-retailer-beast-to-open-in-seven-dials [Accessed 9 Jan. 2018]. Brown, J. (2016). Why we desperately need more friend finding apps for men. [online] Gq-magazine.co.uk. Available at: http://www.gq-magazine.co.uk/article/friend-finding-apps-for-men [Accessed 9 Jan. 2018]. Capetillo, C. (2018). Experiential Installation Ideas, Strategy & Company Examples - ALT TERRAIN. [online] ALT TERRAIN. Available at: http://altterrain.com/experiential-marketing-storefront-wallscape-brand-installation-company/ [Accessed 9 Feb. 2018]. Cosmeticsbusiness.com. (2013). Boots UK rolls out revolutionary system of colour matching No7 cosmetic foundations with skin tones of customers using X-Rite technology. [online] Available at: https://www.cosmeticsbusiness.com/news/article_page/Boots_UK_rolls_out_revolutionary_system_of_colour_matching_No7_cosmetic_foundations_with_skin_tones_of_customers_using_XRite_technology/85993 [Accessed 9 Mar. 2018]. Davidge, j. (2018). SNCF opens the door to European destinations with experiential | Marketing Society blogger Joss Davidge. [online] Marketingsociety.com. Available at: https://www.marketingsociety.com/the-library/sncf-opens-door-european-destinations#5bbsuQMRj8Dh2hSJ.97 [Accessed 9 Feb. 2018]. Ferlon, a. (2018). Top UK App Developers 2017 - Business of Apps. [online] Business of Apps. Available at: http://www.businessofapps.com/ guide/uk-app-developers/ [Accessed 10 Jan. 2018]. Gesenhues, A. (2016). A CMO’s View: How Dollar Shave Club built its brand on video marketing - Marketing Land. [online] Marketing Land. Available at: https://marketingland.com/cmos-view-adam-weber-dollar-shave-club-video-marketing-184234 [Accessed 10 Mar. 2018]. Griner, D. (2014). Are These the 12 Types of Millennials?. [online] Adweek.com. Available at: http://www.adweek.com/brand-marketing/arethese-12-types-millennials-160688/ [Accessed 6 Jan. 2018]. Hameide, K., K., (2011), Fashion branding unraveled , Fairchild Book Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. Keller, K.L., 2001. Building customer-based brand equity: A blueprint for creating strong brands. Keller, K. (2013). Strategic Brand Management. Pearson Education UK. Keller, K.L., Apéria, T. and Georgson, M., 2008. Strategic brand management: A European perspective. Pearson Education. Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition. Upper Saddle River, NJ: Prentice Hall. keller, e. (2017). The remarkable influence of millennial men. [online] Campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/remarkable-influence-millennial-men/1445425 [Accessed 10 Mar. 2018]. Kotler, P., Keller, K., Ang, S., Tan, C. and Leong, S. (2017). Marketing Management, An Asian Perspective. Harlow, United Kingdom: Pearson Education Limited. Mangiaforte, L. (2015). Build A Content Marketing Strategy Aimed At Millennial Men. [online] Insights. Available at: https://insights.newscred.com/content-marketing-for-millennial-men/ [Accessed 5 Apr. 2018]. Neilson, A., Rickson, I., Parr, M. and Prebble, L. (2012). Top artists reveal how to find creative inspiration. [online] the Guardian. Available at: https://www.theguardian.com/culture/2012/jan/02/top-artists-creative-inspiration [Accessed 4 Jan. 2018]. PAPER. (2015). PAPER: #BreakTheInternet. [online] Available at: http://www.papermag.com/paper-breaktheinternet-1427495638.html [Accessed 4 Jan. 2018]. Posner, H. (2011) Marketing fashion ,London: Laurence King. Play.google.com. (2018). [online] Available at: https://play.google.com/store/apps/details?id=com.loreal.uvpatch&hl=en [Accessed 9 Feb. 2018]. Ryan, D. and Jones, C. (2011). The best digital marketing campaigns in the world. London, England: Kogan Page Limited.
GILLETTE ICONIC 100
0
Images Figure 1. (2018) [image] Available at https://www.pinterest.co.uk/pin/246290673351441024// [Accessed 5 May 2018]. Figure 2. (2018) [image] Available at https://www.pinterest.co.uk/pin/215680269627818548/ [Accessed 5 May 2018]. Figure 3. (2018) [image] Available at https://www.pinterest.co.uk/pin/468867011193701486/ [Accessed 5 May 2018]. Figure 4. (2018) [image] Available at https://www.pinterest.co.uk/pin/73816881367586505/ [[Accessed 5 May 2018]. Figure 5. (2018) [image] Available https://www.pinterest.co.uk/pin/468867011193701486// [Accessed 5 May 2018]. Figure 6. (2018) [image] Available https://www.pinterest.co.uk/pin/468867011193701486/ [Accessed 5 May 2018]. Figure 7. (2018) [image] Available https://www.google.co.uk/search?q=3d+facetime&rlz=1C1VFKB_enGB628GB628&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiliPnB44HYAhXm- J8AKHe-5CPUQ_AUICigB&biw=1366&bih=613#imgrc=6AKAU6XukuleVM:: [Accessed 5 May 2018]. Figure 8. (2018) [image] Available https://www.google.co.uk/search?q=the+feel+wristband&rlz=1C1VFKB_enGB628GB628&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiMt-_244HYAhUnIMAK- HZ52BxEQ_AUICygC&biw=1366&bih=613#imgrc=hshbM3eEUTH6TM: [Accessed 5 May 2018]. Figure 9. (2018) [image] Available http://i.dailymail.co.uk/i/pix/2016/01/14/00/30251CBE00000578-3398515-image-a-19_1452730506365.jpg: [Accessed 29 November. 2017]. Figure 10. (2018) [image] Available at https://tumblr.com/abijones43 / [Accessed 5 May 2018]. Figure 11. (2018) [image] Available at https://tumblr.com/abijones43 / [Accessed 5 May 2018]. Figure 12. (2018) [image] Available at https://www.pinterest.co.uk/pin/156570524525028721// [Accessed 5 May 2018]. Figure 13. (2018) [image] Available at https://www.pinterest.co.uk/pin/630363279064161644/[Accessed 5 May 2018]. Figure 14. (2018) [image] Available at https://www.pinterest.co.uk/pin/237846424050741093/ [Accessed 29 November. 2017]. Figure 15. (2018) [image] Available at https https://www.pinterest.co.uk/pin/47639708535242639/ [Accessed 5 May 2018]. Figure 16. (2018)[image] Available at https://www.pinterest.co.uk/pin/795237246673170637/[Accessed 5 May 2018]. Figure 17. (2018) [image] Available at https://www.pinterest.co.uk/pin/20969954493390227// [Accessed 5 May 2018]. Figure 18. (2018) [image] Available at https://www.pinterest.co.uk/pin/400679698071689411/ [Accessed 5 May 2018]. Figure 19. (2018) [image] Available https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/75309/page/6[Accessed 5 May 2018]. Figure 20. (2018) [image] Available at https https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/75309/page/6: [Accessed 29 November. 2017]. Figure 21 (2017) [image] Available at https https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/75309/ page/6:[Accessed 5 May 2018]. Figure 22 (2018 [image] Available at https https https://www.google.co.uk/search?rlz=1C1VFKB_enGB628GB628&biw=1366&bih=613&tbm=isch&sa=1&ei=8IR- VWojJGKvegAbw45TIDA&q=mens+product+placement+in+superdrug+stores&oq=mens+product+placement+in+superdrug+stores&gs_l=psy-ab.3...618605.628120.0.628226.42.42.0.0.0.0.151.3914.27j1 3.40.0....0...1c.1.64.psy-ab..2.13.1352...0j0i67k1j0i10k1j0i5i30k1j0i30k1j0i8i30k1j0i8i10i30k1.0.c0YQ2kfAnYM#imgrc=xlL5M2Q_UeILvM:: [Accessed 5 May 2018]. Figure 23 (2018) [image] Available at https https https://www.google.co.uk/search?rlz=1C1VFKB_enGB628GB628&biw=1366&bih=613&tbm=isch&sa=1&ei=8IR- VWojJGKvegAbw45TIDA&q=mens+product+placement+in+superdrug+stores&oq=mens+product+placement+in+superdrug+stores&gs_l=psy-ab.3...618605.628120.0.628226.42.42.0.0.0.0.151.3914.27j1 3.40.0....0...1c.1.64.psy-ab..2.13.1352...0j0i67k1j0i10k1j0i5i30k1j0i30k1j0i8i30k1j0i8i10i30k1.0.c0YQ2kfAnYM#imgdii=lmkPznDFq9dDtM:&imgrc=LhFwJ5T2RciOCM:[Accessed 29 November. 2017]. Figure 22 (2017) [image] Available at https https https://www.google.co.uk/search?rlz=1C1VFKB_enGB628GB628&biw=1366&bih=613&tbm=isch&sa=1&ei=8IR- VWojJGKvegAbw45TIDA&q=mens+product+placement+in+superdrug+stores&oq=mens+product+placement+in+superdrug+stores&gs_l=psy-ab.3...618605.628120.0.628226.42.42.0.0.0.0.151.3914.27j1 3.40.0....0...1c.1.64.psy-ab..2.13.1352...0j0i67k1j0i10k1j0i5i30k1j0i30k1j0i8i30k1j0i8i10i30k1.0.c0YQ2kfAnYM#imgrc=xlL5M2Q_UeILvM:: [Accessed 29 November. 2017]. Figure 22 (2018) [image] Available at https https https://www.google.co.uk/search?rlz=1C1VFKB_enGB628GB628&biw=1366&bih=613&tbm=isch&sa=1&ei=8IR- VWojJGKvegAbw45TIDA&q=mens+product+placement+in+superdrug+stores&oq=mens+product+placement+in+superdrug+stores&gs_l=psy-ab.3...618605.628120.0.628226.42.42.0.0.0.0.151.3914.27j1 3.40.0....0...1c.1.64.psy-ab..2.13.1352...0j0i67k1j0i10k1j0i5i30k1j0i30k1j0i8i30k1j0i8i10i30k1.0.c0YQ2kfAnYM#imgrc=xlL5M2Q_UeILvM:: [Accessed 5 May 2018]. Figure 23. (2018) [image] Available at https://www.pinterest.co.uk/pin/246290673351441024// [Accessed 5 May 2018]. Figure 24. (2018) [image] Available at https://www.pinterest.co.uk/pin/246557575577754566// [Accessed 5 May 2018]. Figure 25. (2018) [image] Available at https https://www.pinterest.co.uk/search/pins/?q= %20MALE&rs=typed&term_meta[]=INSPIRAION%[Accessed 5 May 2018]. Figure 26. (2018) [image] Available at https://www.pinterest.co.uk/pin/246290673351441024// [Accessed 5 May 2018]. Figure 27. (208) [image] Available at https https://www.pinterest.co.uk/search/pins/?q=INSPIRAION%20MINIMALIST%20MALE&rs=typed&term_meta[]=INSPIRAION%7Ctyped&term_ meta[]=MINIMALIST%7Ctyped&term_meta[]=MALE%7Ctyped[Accessed 5 May 2018]. Figure 28. (2018) [image] Available at https://www.pinterest.co.uk/pin/24669385867687589//[Accessed 5 May 2018]. Figure 29. (2018) [image] Available at https://www.pinterest.co.uk/pin/24629067345545567// [Accessed 5 May 2018]. Figure 30. (2018) [image] Available at https://www.pinterest.co.uk/pin/74365849994758457// [Accessed 5 May 2018]. Figure 31. (2018) [image] Available at https://www.pinterest.co.uk/pin/7385672387583557// [Accessed 5 May 2018]. Figure 32. (2018) [image] Available at https://www.pinterest.co.uk/pin/24669385867686689//[Accessed 5 May 2018]. Figure 33. (2018) [image] Available at https://www.pinterest.co.uk/pin/24629067345545567// [Accessed 5 May 2018]. Figure 34. (2018) [image] Available at https://www.pinterest.co.uk/pin/7436584999476457// [Accessed 5 May 2018]. Figure 35. (2018) [image] Available at https://www.pinterest.co.uk/pin/73856723875835667// [Accessed 5 May 2018]. Figure 35. (2018) [image] Available at https://www.pinterest.co.uk/pin/24669385867687589//[Accessed 5 May 2018]. Figure 37. (2018) [image] Available at https://www.pinterest.co.uk/pin/24629067345545567// [Accessed 5 May 2018]. Figure 38. (2018) [image] Available at https://www.pinterest.co.uk/pin/74365849994758457// [Accessed 5 May 2018]. Figure 39. (2018) [image] Available at https://www.pinterest.co.uk/pin/73856723875835657// [Accessed 5 May 2018]. Figure 40. (2018) [image] Available at https://tumblr.com/abijones43 / [Accessed 5 May 2018]. Figure 41. (2018) [image] Available at https://tumblr.com/abijones43 / [Accessed 5 May 2018]. Figure 42. (2018) [image] Available at https://www.pinterest.co.uk/pin/156570524525028721// [Accessed 5 May 2018]. Figure 43. (2018) [image] Available at https://www.pinterest.co.uk/pin/630363279064161644/[Accessed 5 May 2018]. Figure 44. (2018) [image] Available at https://www.pinterest.co.uk/pin/237846424050741093/ [Accessed 29 November. 2017]. Figure 45. (2018) [image] Available at https https://www.pinterest.co.uk/pin/47639708535242639/ [Accessed 5 May 2018]. Figure 46. (2018)[image] Available at https://www.pinterest.co.uk/pin/795237246673170637/[Accessed 5 May 2018]. Figure 47. (2018) [image] Available at https://www.pinterest.co.uk/pin/20969954493390227// [Accessed 5 May 2018]. Figure 48. (2018) [image] Available at https://www.pinterest.co.uk/pin/400679698071689411/ [Accessed 5 May 2018]. Figure 49. (2018) [image] Available https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/75309/page/6[Accessed 5 May 2018]. Figure 50. (2018) [image] Available at https https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/75309/page/6: [Accessed 29 November. 2017]. Figure 51 (2017) [image] Available at https https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/75309/
GILLETTE ICONIC 101