Greece, Brand & Sales Manager Case Study, ‘’ Capitalistas ’’

Capitalistas Team Greece

Daily Shave

Urban areas

Professional looks

Hypermarkets & HFS

Formally dressed people

TARGET CONSUMER 30-55 years old

Shaving Blades true story…

Shaving Blade - 10 for 1$

… feels like

Shaving Blade - 3 for 5$Shaving Blade - 1 for 5$

… feels like… feels like

Fast, easy and safe shave

The Best A Man Can Get

Best shave + more for my skin

Promotion starts 2 months before trial time to raise customers’ awareness

Launching starts in 6 months in order to…1. Create the

necessary marketing materials

2. Complete distribution to all stores

3. Try the market during a 2 month trial period

Bearing in mind…The maturity period of our existing ProGlide

Series comes soon to an end

New ProGlide FlexBall Launch Line Up

Emphasis on Good Quality

The existent policy for Shelving and Merchandisingfollows the same success path

Products

Basic Product

Hypermarkets & HFS ● we launch all of our

products● Supermarkets &

Discount markets● Promo Pack● ProGlide Flexball manual

edition 2up● ProGlide Flexball Chrome

Power 2up

Cartridges

Hypermarkets & HFS ● We offer all types ● Supermarkets &

Discount Markets● ProGlide Manual 4cts● ProGlide Manual 8cts ● ProGlide Manual 4cts● ProGlide Manual 8cts

Gillette has loyal customers and holds over 65% of the market. We need to maintain all customers and attract more, by offering a wide range of products that satisfy all needs

and budgets.

END OF THE YEAR5 mil net sales

Milestones

IN 6 MONTHS LAUNCH TIME FOR ProGlide FlexBall

NOW 3.3M SALESWE HAVE TO CHOOSE THE BEST MEDIA AND

SALES TOOLS

IN 2 MONTHSPROMOTION BEGINS

IN 4 MONTHS TRIAL PERIOD STARTS

1Online

challenge

2Online

challenge

3Clusterchallenge

4Europe challenge

PricingPromotions

In store Sales Agents

PrintedMaterials

POS

In-store Visibility

Capitalistas

How we reach the 5 million goal in a year with 220.000$ on Sales Tools!

PRICING PROMOTIONS20% DISCOUNT

15% OF THE TIME

DURING DISCOUNT PERIOD

IN STORE VISIBILITY

PRINTED MATERIALSONCE

IN STORE SALES AGENTS160 SELECTED STORES

943 Stores

PERCENTAGE OF BUDGET SPENT IN SALES TOOLS:

40%

Outdoors Activities100.000$

★ Target consumers spend time on the

road★ Broad coverage

Television 80.000$★ National Coverage★ Prime TIme

Commercials★ Quality

messages

Digital 150.000$★ Very targeted

★ Target customs familiar with new media

Media Tools Decision Tree

SPENDING WISELY IS ALWAYS THE FIRST STEP FOR SUCCESS...

70% of the purchasing decision is made in store, but through our media tools, we intrigue customers to find and try our new, improved product,

which is the best in the market

Before... After...330.000$ on media tools

Thank you ...

Now … go shave your day!