GILLETTE PROJECT

BREAKTHROUGH!
BLUETOOTH TEAM
AGENDA
I. INTRODUCTION
MISSION
STRATEGY:
GOAL
GRAND STRATEGY
BUSINESS OPPORTUNITY
II. DETAIL MECHANISM
III. EXECUTION
IV. DISCUSSION

INTRODUCTION

PART I
P&G ABC 2014 MISSION
WE WILL PROFITABLY GROW GILLETTE
INDONESIA SALES BY 20% NEXT YEAR
By getting 100% of it from upgrade in product used by
customer since its done within one year


Average barrier to upgrade: 347%



No Product Name Gillette Mach 3 Gillette Vector Gillette Blue 3 Dispo Gillette Blue 2 Dispo Gillette Goal 2 Dispo Gillette DE
System
1 Gillette Mach 3 0% 0% 0% 0% 0% 0%
2 Gillette Vector 232% 0% 0% 0% 0% 0%
Disposable
3 Gillette Blue 3 Dispo 276% 13% 0% 0% 0% 0%
4 Gillette Blue 2 Dispo 660% 129% 102% 0% 0%
5 Gillette Goal 2 Dispo 759% 159% 128% 13% 0% 0%
DE
6 Gillette DE 1695% 441% 377% 109% 109% 0%
Movement will be between variants which has average barrier to
upgrade below average barrier to upgrade (red color)
OUR STRATEGY
Gillette now successfully sells mens shaving category
product in Indonesia, accumulated on Goal product
Gillette Goal II Dispo accumulate ~43% of
Gillette total sales
whereas, this product range is on the
mature stage now
Need to diversify other portofolio product to maintain
Gillette position as market leader
Low
High
High
Low
Growth
1
2 3
4
However, Gillette Vector could be the potential product of
Gillette to be developed
Market
share
Could be switched into either cash
cow or star!
Indo-2 is our main target to increase the sales of Gillette
Vector
Salary
200 500 USD
Age
20 30 years old
Size of population
132 million (~47%)
Occupation
Student and fresh
start employee
MEET PUTRA
Putra is the Gillette Goal 2 user, yet still demands safety,
reusable, high performed shaver
Well-known brand in Men Shaving
Gillette Goal 2 has high awareness of recognition as men shaving product
Affordable price
Strong distribution channel
Nevertheless, Putra is our potential consumer to be moved into our Vector product
which the cost is not high as much as the benefit he will get
PART II
DETAIL MECHANISM
Timeline activation overview: our strategy enhances Gillette
20% of sales through Gillette true brand spirit
11,600 M
Increase awareness of
Gillette Vector
Enhanced
associations
Execute the Indonesia
launch strategy for
Gillette Vector
Gillette Vectorun
4S winning selling
strategy
In-store ambassador

Embracing emotional
side
through Viral video
Achieving
20% of
sales
Indo-2 as
Gillette
disposable
user
Budgeting plan
Period plan
8,400 M
12 month
12 month
Indonesian men do not consider shaving as a significant
enough activity to justify such a premium.
The customers buying situations. are :
Aware
Informed
Interested
Intending to buy



The shave is about the same.
COMMUNICATION PLAN
vs
?
The Best A Man Can Get
From Burning effect
after shaving
To Gillette
Vector offers
fewer stroke
with less
irritation
solution
The consumer Transformational Goal:
3 Best Experience of Gillette Vector
1
2
3
Less irritation
Reusable
Sharp
To bust consumer barrier using the idea, We define AVA
Strategy for the pilot project
Gillette
Goal II
Gillette
Vector
A
Booth
Sticker
V
Direct Selling
Lucky Dip for
Purchasing >
IDR 20k
A
vailability isibility
dvocacy
Examining communication strategy for Gillette Vector
Gillette Vectorun is aimed to increase the brand exposure to
our target consumer
1. Running for cause
2. 50,000 IDR for registration fee, include:
Gillette vector in goodie bag in finish line
T-shirt, etc
Viral video
Gillette Indonesia
SOCIAL MEDIA
4S winning selling strategy to increase direct in-store
selling Vector product
Shelf talker
Informative
visual SHAVE
Experience the
Gillette Vector 3 best
advantages
Marketing Activity Sales Payout
No Possible Spending Unit Cost Times Applied TotalCost Payout Forecasted Payout
1 Digital 700 4 2800 3 8400
2 In-Store Ambassadors 300 4 1200 3 3600
3 Gillette Run 500 4 2000 4 8000
Total 6000 20000
*all in M
P/L annual
(forecast)
Variant Name Sales per Variant Total
Sales Revenue
System
1 Gillette Mach 3 5,389467787
2 Gillette Vector 30,31415848
Disposable
3 Gillette Blue 3 Dispo 7,192115385
4 Gillette Blue 2 Dispo 12,71849802
5 Gillette Goal 2 Dispo 38,7796419
DE
6 Gillette DE 9,88
Total Sales Revenue 104,2738816
Cost
1 Gillette Mach 3 3,001728894
2 Gillette Vector 15,28444966
Disposable
3 Gillette Blue 3 Dispo 3,698802198
4 Gillette Blue 2 Dispo 6,603835512
5 Gillette Goal 2 Dispo 21,07589234
DE
6 Gillette DE 4,94
Total Cost 54,60470859
Gross Profit
1 Gillette Mach 3 2,387738893
2 Gillette Vector 15,02970883
Disposable
3 Gillette Blue 3 Dispo 3,493313187
4 Gillette Blue 2 Dispo 6,114662511
5 Gillette Goal 2 Dispo 17,70374956
DE
6 Gillette DE 4,94
Total Gross Profit 49,66917298
Marketing Expense 6
Net Profit 43,66917298
EXECUTION
PART III
Execution Product Mix
No Product Name Unit/Package Quantity RSP Cost/Unit Total Revenue Total Cost Profit
1 Gillette Vector 1 70 10000 6000 700000 420000 280000
2 Gillette Mach 3 1 40000 22000 0 0 0
3 Gillette Blue 3 Dispo 2 11000 5400 0 0 0
4 Gillette Blue 2 Dispo 2 70 5000 2700 700000 378000 322000
5 Gillette Goal II Dispo 2 5000 2500 0 0 0
6 Gillette Edge 5 2500 1100 0 0 0
1400000 798000 602000 Total
Execution Spending
No Possible Spending Unit Cost Quantity Total Cost
1 Bidding Location 350001 1 350001
2 Minibooth 150000 1 150000
3 Flyer 500 lembar 70000 0
4 Exbanner 60000 0
5 Spanduk 40000 0
6 Sticker A3 x 2 30000 1 30000
530001
169999
100000
7 69999
Total
Rest of Budget B
Retained Profit
Other Spending
Forecasted P/L Execution
Total Revenue from Sales 1400000
COGS 798000
Operating Profit 602000
Addition to profit 100000
Total Profit 702000
PL Statement
PART IV
Q&A