product innovation venus new product concept

19

Upload: mario-bencivinni

Post on 29-Nov-2014

171 views

Category:

Documents


4 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Product innovation   venus new product concept
Page 2: Product innovation   venus new product concept

INDEX  Market  Trend  Analysis  Brand  Building:  Same  house,  different  sound  Purchasing  GilleBe  Venus  Venus  Prolong:  Built  to  compete  strong                                                      Venus  Prolong:  Shave  fast,  Enjoy  long  Venus  Prolong:  Strategy  Venus  Prolong:  Concept  Venus  Prolong:  MarkeIng  Mix  

•  ComunicaIon  •  Price  and  DistribuIon  

Venus  Prolong:  A.T.A.R.  model  

Concept  Development  •  Methodology  •  What  women  want  •  InnovaIon  sources  

Venus  Double  Effect:  Concept  Venus  Double  Effect:    

A  great  idea…  Nevertheless  Venus  Prolong?  The  best  choice!  

Pag.  3  Pag.  4  Pag.  5  Pag.  6  Pag.  7  Pag.  8  Pag.  9  

 Pag.  10  Pag.  12  Pag.  13  

 

 Pag.  14  Pag.  15  Pag.  16  Pag.  17  

 Pag.  18  Pag.  19  

   

Page 3: Product innovation   venus new product concept
Page 4: Product innovation   venus new product concept

*  Source:  quan:ta:ve  survey  conducted  on  men   **source  qualita:ve  and  quan:ta:ve  surveys  conducted  on  women  

•   Waxing  is  the  tom  among  women’s  methods,  followed  by  razor  and  depilatory  cream.    

 • Gille<e  is  the  most  recognized  

brand  of  women’s  razors,  followed  by  Bic  and  Venus.    -­‐ men  perceive  Gille<e  and  Venus  as  the  same  brand    

-­‐ or  that  they  have  seen  women  using  Gille<e  men's  razors.    

 Masculine…  Hairy…    

Hasty…  Rude.      

Women  associate  to  Gille<e  higher  professional  skills.    They  are  seldom  aware  that  Venus  belongs  to  Gille<e.      They  oHen  do  not  associate  to  Venus  products  the  same  quality  of  Gille<e  ones.  

Page 5: Product innovation   venus new product concept
Page 6: Product innovation   venus new product concept

With  an  adequate  adver:sing  campaign  it’s  possible   to  persuade,  within   razor’s  users,  also  low  involved  and  price  sensi:ve  ones.    

•  OpImisIc  forecast:  64.564.548  €  Italian  women      x          %  top  two  boxes      x      tried  given  aware      x      repeat  given  trial  

                                   (aged  15-­‐64)    •  PrudenIal  forecast:  12.736.811  €  

N°  user  razor*      x          %  top  two  boxes      x      tried  given  aware      x      repeat  given  trial                                  (aged  15-­‐64)    

(52%  purchase,    43%    probably  purchase)  

   

 

(31%  purchase,  16%  probably  purchase)  

*N°  Italian  women  (aged  15-­‐64)  x    %  razor  user  (coming  from  a  survey    on  300  women)      

(52%  purchase,    43%    probably  purchase)  

   

 

(31%  purchase,  16%  probably  purchase)  

We  added  a  new  element  in  order  to  reduce  nega:ve  effects  of  this  method.  In  this  way,  our  product  would  fit  a  new  market  posi:oning,    becoming  a  direct  compe:tor  of  other  methods.    

Page 7: Product innovation   venus new product concept
Page 8: Product innovation   venus new product concept

The  clusters  are  homogeneous  in  socio-­‐demographical  paXerns.  Average  age  is  24  years  old  

Page 9: Product innovation   venus new product concept

New  razor  "Venus  Prolong  ”,  featured  by  a  head  in  front  and  a  roll-­‐on  behind,  it  allows  you  

shaving  painlessly,  effec:vely  and  immediately,  with  a  long-­‐las:ng  effect.  

 

The  customized  4  blades-­‐head  and  the  moisturizing  strips,  provide  you  a  smooth,  close  and  a  completely  nick-­‐free  shave.    

 

The  roll-­‐on  releases  exactly  the  amount  of  retardant  lo:on  you  need.    This  lo:on,  composed  by  natural  extracts  of  willow  and  by  the  salicylic  acid  is  contained  in  a  replaceable  cartridge,  placed  into  the  ergonomic,  so]  grip  

handle.    Venus  Prolong"  incorporates  all  GilleXe  know  how  in  terms  of  innova:on  and  technology  and  provide  women  their  desired  depila:on  solu:on:  

a  painless  shave  with  a  long  lasIng  effect.    

Page 10: Product innovation   venus new product concept

Encourage  the  product’s  TRIAL  (short  te

rm).  

 

Concentrate  efforts  on  INFLUENCER  to  

sImulate  word  of  mouth  and  persuade  

also  women  that  usually  don’t  use  the  

razor.  (long  term)  

Focus  not  only  on  the  efficacy  of  the  product,  but  also  on  its  differen:a:ng  feature:    

the  retardant  loIon.  This  in  order  to  clearly  define  the  main  benefits:    

quickness,  convenience,  painless,    long-­‐lasIng  effects.    

 

Reveal  gradually  the  claim  crea:ng  ever-­‐higher  expecta:ons.    

Consumers  discover,  spot  by  spot,  the  reference  category,  the  brand  and  lastly  the  concrete  product  in  its  en:rety:  our  Venus  ProLong  

 

Page 11: Product innovation   venus new product concept
Page 12: Product innovation   venus new product concept
Page 13: Product innovation   venus new product concept

We  generate  two  possible  scenery:  

   one  op:mis:c  and  

another  more  pruden:al.    

 We  obtain  the  average  annual  expenditure  per  

capita  and  the  units  sold  per  year.  

 Lacking  of  profit  

margin,  we  did  not  make  use  of  this  model  to  es:mate  the  product’s  net  

revenue.    

19.966.847  Is  the  number  of  women  (16-­‐64  Years  old)  

 3.887.934  I  Is  the  number  of  women  x  %  of  razor’s  users  

 

Page 14: Product innovation   venus new product concept
Page 15: Product innovation   venus new product concept
Page 16: Product innovation   venus new product concept
Page 17: Product innovation   venus new product concept

Keep  your  body  shaved  is  essen:al,  but  o]en  painful  and  difficult.    VenusPharma  revolu:onizes  the  body-­‐care’s  world  with  "Double  Effect”:  a  night  cream  developed  for  nowadays’  women  which  are  commiXed  but  careful  about  their  beauty.  While  they  are  sleeping,  "Double  Effect",  hydrates  and  tones  their  skin  and,  in  the  morning  a]er  the  shower,  returns  a  perfectly  shaved  skin,  as  a]er  the  beau:cian.    This  cream  combines  an  hydra:ng  and  a  toning  ac:on  with  a  depilatory  effect  guaranteed  by  the  lipophilic  and  hydrophilic  components.  During  the  8  hours  cream  acts  into  the  hair  root,  by  widening  the  pore  and  weakening  the  bulb.  The  lipophilic  component  allows  the  cream  to  act  on  women’  skin  without  greasiness  or  soiling  their  clothes.  At  contact  with  water,  the  hydrophilic  component,  ac:vate  the  principle  which  allows  the  fall  of  the  hair  with  immediate  effect  and  painless.      "Double  Effect“  can  be  used  whenever  needed.  Without  wai:ng  any  longer  for  hair  fresh-­‐growth  but  keeping  a  smooth  and  hydrated  skin.    VenusPharma  "Double  Effect"  new  cream  is  sold  in  all  pharmacies    A  new  era  for  women:  depilaIon  is  entering  the  

agreeable  side  of  body  care!    

Page 18: Product innovation   venus new product concept

The  product  would  fill  a  gap  in  the  market:  it  is  a  painless  and  pleasant  method,  it  is  also  effecIve  and  provide  lasIng  results.    

Tested  in  a  focus  group,  it  arose  great  interest  and  enthusiasm:  his  main  benefits  were  appreciated  and  perceived  favorably.  

 

A  quanItaIve  test  on  a  sample  of  155  women  revealed  the  following  data:  •  Top  two  boxes:  51,6%  .If  we  include  hesitants,  the  percentage  rises  to  82,6%.  •  The  overall  ra:ng  :5.25/7.  AXribute  "solves  the  problem  of  pain“:  6.15  /  7,  "uniqueness“:  5.35/7,  

"consistent  price  /  benefit“:  4,29/7  (with  a  proposed  price  of  38  €).  

 

•  From  our  research  we  have  figured  out  that  THE  GILLETTE  VENUS  BRAND  can  NOT  rely  on  a  such  STRONG  AWARENESS.  This  is  certainly  a  weak  point  when  thinking  about  an  extension  in  a  highly  regulated  market  such  as  pharmaceu:cals.  

•  Venus  under  the  mother-­‐brand  GilleXe  has  a  very  strong  associa:on  with  the  category  of  razors  and  with  tradi:onal  methods  of  hair  removal.  This  might  lead  CONSUMER  CONFUSION  comparing  to  products  such  as  hair  removal  classic  cream.  

•  This  product  would  be  a  breakthrough  and  for  this  reason  it  would  need  a  long-­‐term  strategy.  This  should  include  the  CREATION  OF  A  NEW  BRAND,  the    coverage  of  new  distribu:on  channels  and  the  use  of  specific  media  for  the  new  market.  

 

Page 19: Product innovation   venus new product concept