philips: 21st century shaving

S

Effortlessly Manly TEAM A

Agenda • Objectives

• What?

• Who?

• How?

• Conclusion

Objectives • Business objective: Launch a

new product in order to

increase market share by 2%

within a year.

• Research objective: Identify and

overcome barriers to convert

razor users to electric shavers.

Upgradeable entry-level product that doesn´t

cannibalize the expensive segment and minimizes

feature fatigue.

Impact of Business Objective per Segment of Interest.

Evolution of Value Market Shares 2011-2012.

Methodology 1. Primary Research

2. Qualitative Research

In-depth Interviews

Focus Group

3. Observational Research

Philips

Competition (Electronic

Shaver and Blade)

4. Quantitative Research

Online Survey

Target 18-25 year-olds: physically developed males

that will influence the next generation.

A sound long-term strategy.

The Profile • Young with a busy life

• Wants an easy, clean shave

• Shaving boosts his self-esteem

• Self-taught through trial & error

• Likes to experiment

• Not aware of the current

benefits (education)

• Does not discuss shaving habits

with others

Introducing: Effortlessly Manly… Innovation that

matters to you.

• Appealing to end-user and

influencers

• Focus on attitudinal (awareness

and education) to minimize the

lack of knowledge re: how to

use the machine

• Differentiates category by

associating it with convenience

attribute (i.e. bigger pie is a win-

win situation for leader)

Optimized according to seasonal demand with intent

to cross-sell accessories during low peaks.

1. ATL to Create Flow

Sprinkler Theory: you can tell where a sprinkler is by

the location of the drops of water.

• Strategically place our OOH at our

target´s points of interest (sprinklers)

in order to maximize reach

• Be engaging and relevant in digital

media in order to accompany them

through their daily activities on their

mobile

• Create a logical flow from the points

of interest to stores

• Reinforce the strategy with TV

2. BTL focused on demonstrations of the product to

overcome barriers and risk involved in the purchase.

• POS promotions before and

during peak periods (November

and February)

• Brand archetype: the King

(safety and trust)

Budget allocation that reflects the target´s media

consumption and the attitudinal objective.

No modifications on channel strategy.

Information not representative enough.

How do we

overcome barriers?

CONSIDERATION BARRIERS:

I don’t understand the benefits of

electric over blade

Education:

• At point of sale by experts

• YouTube videos can go viral by

means of influential bloggers,

instagrammers and Snap Chatters

TRIGGER BARRIERS:

• Electric is not for me, it is old

fashioned and irrelevant

• I like my existing method

Communication of the Effortlessly

Manly Campaign in effective

ways, reinforcing the brand

message of “innovation that

matters to you”

POSTPURCHASE BARRIERS:

• I don’t talk about shaving

with my friends

• Bad product experience in the

first weeks of usage -

irritation, not close enough,

etc.

Web mining and online

observational research to identify

the Alpha Males and target them

with offers and free products. The

rest of the herd will follow.

PURCHASE BARRIERS:

• Still unsure which product is

right for me

• Competitor on special offer

Reinforcement of the versatility of

the product: one purchase fits all

EVALUATION BARRIERS:

• Highly competitive &

cluttered category

• High upfront initial cost vs.

blades

Communication of the savings

realized in the long run

Thank you.

Team A

Dana Naja Danai Mila Juanjo Pedro Sarquis

Masha Zvereva Manu Dubey Terri Mortrud