After a short analysis based on answers coming from an online survey, it carried out a SWOT analysis, marketing plan and trade plan. This to increase the sale of razors of the Gillette brand among young people of our age-target (22-28)

2. We have made a research based on an online survey: our age-target is 22-28.
It is more sensitive to the problem under analysis.
Who are our respondents?
They are engaged respectively in finishing their degrees, looking for a job or
are already working. Usually they spend their free time with friends and
colleagues, carrying out recreational activities and regularly attending places
such as cinemas, bars, pizzerias, mals, etc.

3. From our research we have noticed the presence of consumers groups with different needs.
- Who prefer a smooth shave :
1. For professional reasons
2. For Hygienic reasons
3. For Aesthetic Factors
Among these, ONLY the 38% respondents use costantly Gillette brand.
27% systems 11% disposable
- On the other hand, a lot of people prefer not to shave their beard, above all because they are influenced by
the trend.

4. STRENGHT
• Brand Recognition
• Quality & Efficienty
• Extended Product Life
• Easy to find in the direct sales points
OPPORTUNITIES
• Ability to make others investments
• Increased product advertising
• Co-Marketing activities
WEAKNESSES
• Lower visibility in the indirect sales
points
• Lower frequency of purchase
• Product price
THREATS
• Adverse dermatological effects
• Competitors similar products at a lower
price
• Trend
SWOT ANALYSIS

5. MARKETING PLAN
Our solution about marketing plane:
- Digital (above all social network): we have decided to mainly focus on this
because this space is more reachable from our target.
- Television investments: greater investments during winter months. In this
period people watch mostly the television.
- Radio and print: we have considered less important to invest here because
these media are not incisive like the others.

6. M1 M2 M3 M4 M5 M6
TV
Radio
Print
Digital

7. TRADE PLAN
BUDGET = 1.000.000 €  our solution:
spend it mostly in hypermarkets and supermarkets: they are the most popular sales
points.
Target is = make more visible and accessible the products!
The tools were selected considering the larger size of the store.

8. Display Check Outs Shelf - Reinvantion Totem Promo
Hyper (HM) 200.000 €
Tot. Number = 667
100.000 €
Tot. Number = 1000
80.000€
Tot. Number = 267
70.000€
Tot.Number= 175
4 waves
Super (SM) 150.000 €
Tot. Number= 1500
75.000€
Tot. Number= 1500
100.000€
Tot. Number = 333
75.000€
Tot. Number= 375
3 waves
Superette 25.000€
Tot. Number= 833
2 waves
E-commerce Going 4 waves
Other Channels (discount) 10.000€
Tot.Number= 200
5.000€
Tot. Number= 50

9. TRADE PLAN II
In the next slide table, we have aimed our tools considering the 4 quarters of the year.
- Hyper/supermarkets are the most populat sales points;
so, we have considered to use all tools throught the year;
NB check outs – shelf reinventions – displays: they are important tools that always
must
be using! They are a good attractive attention of the consumers.
- Totems: only in the last two quorters of the year because:
1) This is the period in which there are more holidays;
2) They are the most expensive tools (small: 100€/medium: 200€/big: 400€)
- Superettes and Discounts: only check-outs because:
1) They are more easily placed in the stores
2) They are less expensive than the other tools.

10. Quarter 1 Quarter 2 Quarter 3 Quarter 4
Hyper (HM) Shelf- reinvantion
Display
Check-outs
Shelf- reinvantion
Display
Check-outs
Promo
Shelf- reinvantion
Display
Check-outs
Totem
Shelf- reinvantion
Display
Check-outs
Totem
Promo
Super (SM) Shelf- reinvantion
Display
Check-outs
Shelf- reinvantion
Display
Check-outs
Promo
Shelf- reinvantion
Check-outs
Totem
Shelf- reinvantion
Display
Check-out
Totem
Promo
Superette Check-outs Check-outs Check-outs Check-outs
E-commerce Promo Promo
Other Channels (discount) Check-outs Check-outs Check-outs Check-outs
Totem

11. Afterawards our research, seeing that the «shave-people» are more than «not
shave-people» and conseguently this brings less sales, so we have elaborated these
two strategies to increase the sales.
Our main target is to shape the life style of our consumers through:
1 Investments in opinion leadership so that opinions leaders could give more
confidence and security to the consumer. For example: an important football
player while is shaving his beard.
2 Parternrship strategies: during big and occasional events searching for partners
to make investments in co-marketing and partnership strategies to stimulate the
sale of the product.

12. VOLUME x USERNUMBER OF USERS VALUE x USER
- “

13. At the end of our work, we can say that carring out our strategies, is possibile to
change the attitude and the life-style of the customers specially going to change their
minds about the feauters of the brand, on the importance attributed to the
charactertistics and on the knowledge the brand features.
So, we believe that the attitudes of the opinion leaders and the partnership strategies
can be a valuable tool to exceed the problem about the sales decline.