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Emily Tschirhart

on 20 April 2010

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Transcript of Gillette

Gillette Owned by P & G mission statement:

We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.
Chose to focus on Gillette Venus to draw
attention away from Tiger Woods
History of GIllette Original Gillette company was created by King Camp Gillette, in 1895.

In 2005, P & G acquired the brand

Gillette Venus was introduced in November of 2000 Target Market Female
Ages 14-45

Higher income, new-age working women, school and college-aged women, and married women.
Previous Sponsorships Bikini Beautiful Sweepstakes
Partnered with Cosmo
Bikini shopping spree, manicure, and pedicure

World Cup of Softball (2003)

Sponsored a fashion show
Designer, Jeremy Scott
Featuring Christina Aguilera

Miss Gillette Venus
South Africa’s largest swimsuit photo shoot
Other Causes Considered
National Eating Disorder Association
National Coalition Against Domestic Violence
Cervical Cancer Campaign The National Cervical Cancer Public Education Campaign is led by the Gynecologic Cancer Foundation (GCF)

The Gynecologic Cancer Foundation was established by the Society of Gynecologic Oncologists in 1991 to develop educational programs for women and create awareness about all forms of gynecologic cancer.

As a not-for-profit charitable organization, GCF raises funds to support these programs from both public and private sources.
Why CCC? same target market wide appeal everyone has been touched by cancer cervical cancer is new to mass media compatibility event Mother-daughter spa day John Hancock Observatory
Chicago January 15, 2010 January is cervical cancer awareness month
CCC is based out of Chicago Four different areas will be themed in congruence with the four razors Divine Venus embrace breeze In each room the mothers and daughters can receive
make-overs supplied by Sally Beauty Supply

Services available include hair up-dos, make-up and

Sally's has donated to cancer research and
domestic abuse prevention

Compatibility between target markets Gardisil Helps protect girls and young women ages 9 to 26 against 70% of vaginal cancer cases and up to 50%
of vulvar cancer cases Functional congruence between Gardisil's
product and CCC's awareness campaign speaker Michelle Whitlock
Cervical cancer survivor
Has written a book and Website
Spoken at several cervical cancer events
At the Event When guests enter they receive an itinerary
Speaker times listed
Guide through each room
"Razor Finder" quiz
Turn the quiz in at end of event for free razor
The quiz will ask for the guest's e-mail
- Send info about upcoming promotions
- Build database
Guests receive a $2 coupon for replacement blades
Media Partnership with Harpo Productions
Oprah Show
O Magazine
Oprah & Friends XM-Sirius radio show Web
Promotions point of
displays coupons for
razor blade
replacements free sample razor at event sweepstakes for tickets to the Oprah show Expected Outcome Brand Loyals stay brand loyal, increase purchases, expand
range of loyals (younger and older demographic) Competitive Loyals purchase at least during promotion change view of brand Price $ensitive Purchase during time of promotion and use coupon Switchers Increase purchases due to POP displays

Increase value to consumers through promotion

Increase awareness of variety with 4 different razors Non - users increase knowledge of the product Budget Hancock Observatory rental (production included)
Coupons given out at the event
Point of Purchase Displays
No cost
10,000 Revenue from ticket sales

Net Sales

Money lost to coupons

20% of revenue given to CCC $25,000



4,696,780 ? Questions Hancock Observatory Floor Plan Total Cost of Event 839,100
Full transcript