Inclass Group Project

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In-class Group Project 1
Group Nickname Group Members Name
Example Gillette Sensor for Women
Target Market

• Region or Country High Income Asian Countries
  (Korea and Japan)
• Target Primary - Young Female Opinion Leaders
  (16-25 aged female)
• Secondary Female Office workers
  (26-40 aged female)
• Criteria (Why?) A lot of market potential (Not
  many Asian women had
• shaved due to the cultural reasons but women in
  high income countries
• began to shave with new cultural environment
  and new trend)
• Young female opinion leaders can form the
  positive word of mouth

SW Analysis

• Strength Easy to carry,
• Reasonable price
• Nice design

• Weakness Low awareness (Gillette is known for
  mens Sensor Excel)
• Disposable image (Compared
  with Brauns)

• Changes to make product more attractive to
  potential market

Scent on lubricant, Expensive looking package
design, Eye catching logo and color development
(Differentiate it from Gillette mens product
lines)
It is not a true story.
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Marketing Objectives

To increase the market share level to 30 in
women razor market within one year
Communication Strategy

• Communication Objective

To increase the un-aided brand awareness level to
70 in one year

• Budget Rationale

U 7 Mil. On the basis of past Neilson data of
razor products, it costs around U 1 Mil. to
increase the awareness level by 10.

• Promotion mix (Ad, PR, Sales Promotion, Direct
  Sales) Rationale

Ad (3Mil), PR (3 Mil.) SP (1Mil), Since it is
the first year of SFW launching in Asia, we will
focus on PR to persuade the Asian women consumers
to shave with series of feature articles. Then,
at the end of the year (around Christmas
season), we will plan and perform Gillette SFW
Gift Campaign thru ad. and sales promotion

• Media mix (TV, Radio, Magazine, Newspaper,
  Outdoor) Rationale

Magazine (2Mil.) and Outdoor (1Mil.). To maximize
the target reach and cost efficiency, we will
focus on womens magazine and outdoor ad at
subway station. Subway station next to womens
university will be carefully selected to maximize
the ad reach.

• Message (Copy, Visual) Rationale

Show your creativity
Marketing objectives should be specific and
measurerable (e.g. of students or Number of
students)
Communication objectives should be specific
and measurerable (e.g. of target market reach,
of brand awareness level or of
advertising awareness level) If you want, you
can use templates attached


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Evaluation
Is the plan relevant? Is the plan focused on
target? Is the plan consistent? Does the plan
have logic? Does the plan present creative
concepts, ideas, tools, or data? Are the
assumptions valid and clearly outlined? Is the
overall plan well structured? Is the overall
plan clear? Can overall plan contribute to the
firm?