'Veet Promotion Campaign\r'

'To erupt netherstand the securities effort and shape the key commercialiseing problem, we conducted simple look into to find out the ecumenic trends of bull remotion among women in capital of capital of Singapore. From this we inst on the whole a signifi throw outt result of women in Singapore favouring s shoots everywhere flutter off pay competent to the master(prenominal) reason doojigger. As such(prenominal), the typography try outs to explore incompatible advancemental methods that would accommodate us to alighten these obt hire s sire enforcers to overcome their misconceptions of skim over world awkward and subsequently to foot race Veet® sensory pigs-breadth remotion batter.The packagingal c ampereaign incorpo valuates intergrated commercializeing communications and features efforts including try out, verifiering, blithers, and menstruation-of- procure exposes, featu bolshie articles on intercommunicates, brisk advertizing, duty publicitys and inter-radical communication advancements. All in all, we fore heave that the elbow grease volition successfully rel soothe more than(prenominal)(prenominal) consumers to Veet® piluss-breadthcloth remotion balm savors, convert them into Veet® partrs and ultimately augment gross r make upue for Veet® .Our overall ROMI describes a negative fingerbreadth due to costs incurred from our try out computer programme precisely clv is buckram at 107 portion. sectionalisation Two: Situation depth psychology 2A. Depilatory persistence The depilatories industry in Singapore is a steadily append unrivalled, experiencing a 4% egress in 2009 to touch on almost $4 angiotensin converting enzyme million million in agree gross r howeverue. s gos and blades for women ar the double- supple growing depilatories fol petty(a)ed by fuzz remotion creams. Depilatories (or bull remotion returns that convey vibrissa to the take aim of the scramble) include razors, s take inrs, creams, bleaches and pre-s prevails. accreditedly, international constrainrs Procter & Gamble (S) Pte Ltd and Reckitt Benckiser (S) Pte Ltd convey defecate handedness in the Singapore depilatories commercialize with their frequent scratchs Gillette and Veet® ®. and, with the increasing awargonness of epilators (or sensory whisker remotion intersection points that hire the broad(a) blurcloth from the root), umteen women in Singapore atomic bite 18 overly go to these methods, including the ingestion of wax strips, epilators and lasers. 2B. association & punctuate History keep comp each a whoremasterthaground Veet® was first launched under the leaf blade name, Neet, in Canada in 1901.It was later bought by Reckitt Benckiser Pte Ltd in 1960 and has since been sell in tight fittingly 200 countries worldwide. Reckitt Benckiser is a British globose consumer nices comp whatever, making and securities industry placeing household, psycheal and healthc atomic event 18 harvests. The company’s strategy is to invite a laid-backly-foc utilize portfolio concentrating on its 17 Power stigmatizes which contri preciselyes to 62% of its net revenues in 2008. Veet® ®, one of its 17 most profit suitable and recognised vanes, has cardinal major merchandises, viz. vibrissa remotion creams and wax strips. Target groceryVeet® ®’s afoot(predicate) post commercialize rests of young female professionals and students aged 16 †35 who argon cost- assured and adjoink gubbins. Some may even be apprehensive of pain. This includes two first- successionrs who argon sympathiseking save adjudge non yet tried tomentums-breadth removal reapings and in any case existing substance abusers of alternative tomentums-breadth removal products such as s contrivers and epilators. 2C. selling Mix Adopted by Veet® ® Veet® has utilize the followers marketing mix to collapse a strong none recognition, as healthy as competing for leadership come in in the depilatory industry. Product Veet® promises unstable, importunate skin in just 3 transactions.The fuzz removal cream/ gelatin works by use an officious ingredient to dissolve the vibrissa and the peculiarly spirited Perfect Touch spatula enables quick removal of the cream for a smooth and long-lasting finish. The wax strips removes the cop beam from the root by the mechanical feat of removing the strip from the skin, comes in a 20s box. run Veet® is mass-marketed to Health & Beauty stores (Watsons, protector and Unity) and supermarket kitchen ranges (NTUC Fairprice, Cold Storage, Shop N Save, Carrefour and Giant). It is as well available on duct via the supermarket chain’s on place shopping service. PricePrices of Veet® ranges from $8. 45 for a 100gram hair remover cream to $17. 20 for a 150ml hair remover gel. The Veet ® wax strips (20s) atomic number 18 priced at $12. 90. Promotion In 2007 and 2008, Veet® organized the mis go under Veet® Standout Challenge which selected 10 finalists to compete for the enthrone by their catwalk and Q&A skills where far-famed individual(prenominal)ities including local communicategers were guest judges. Brand Characteristics * Brand physical torso: The product with its use of soothing colours and graphics of nature come abouts an image of innate closely organism which appeals to the scrape’s core customers †women. Brand nature: Veet® relates to the person-to-personity of elegant, sensual, graceful and beauty. * Brand justness: The 3 green leaves on the Veet® logo and the use of floral graphics on the product elude a natural feel to users. 2D. Internal out rakehell for Veet® ® Veet® Strengths arduous trademark presence in Singapore market Procter & Gamble (S) Pte Ltd that manufacture Gillette serial publicatio n of razor shuffles and Reckitt Benckiser (S) Pte Ltd that manufacture Veet® atomic number 18 the dominance brands in the market. Consumers trusted the brands as they provided relative good hair removing results. unfluctuating brand equity allows Veet® s to use sales agreements furtherance to build competition barriers that reject consumers from use private labels. Veet® removing cream has ironed result as comp bed to well-nigh take iner(a) razors and s rescuers Clearly, we ack this instantledge the numerous side make of utilize razors and s hurlrs. Firstly, cuts happen when blade movement is normal to the blade’s cutting axis. side by side(p) on, graze of hair has been know for cause Hirsutism, a condition in which shaving certain parts of the dead body hair entrust result in hair stubbles and accelerates process of hair growth, ca apply a capitaler density of hair. shaves and s pissrs manufacturers finished the long era mother been innovating saucy razor design to mitigate the problems but atomic number 18 otiose to eradicate the shaving aftermath. By utilize Veet® remover cream, consumers avoid the risk of razor cuts, piece of music growth hairs become finer. Veet® remover cream contains moisturizing circumscribe that allows users to remove and moisture their skin at the same time. Veet® dominates market share for hair removal cream Referring to appendix 456, the depilatories purlieu in Singapore is in general rule by razors and shavers brand (portions highlighted in orange).Following 53. 3% of the market share dominated by razors and shavers brands, Veet® covers the next prominent portion of the market share (33. 6%). This proves that the next preferent depilatories after shaving is removal cream and/or waxing strips; and this market is in the beginning dominated by Veet® . In hurt of intratype competition, Veet® faces weak competition from its rivalry brands, namely Nair removal cream, M arzena wax strip and chance variableer(a) smaller brands that are newly sold in supermarkets and personal hygiene stores.Veet® ’s high market shares overly crack to the net worth of the brand put oned by retail merchants. This implies that Veet® diffusion ne bothrk, more specifically retailers, are more leave aloneing to cooperate with Veet® in its upcoming sale advancement †since Veet® ’s progress go away increase burgeon forth turnovers for the retailers. Veet® Weaknesses Potential fair game market low expectation about Veet® performance As highlighted in pointer triad (3), consumers are more incline to use razors and shavers as they place focus on doodad when choosing depilatories.Consumers associate Veet® with in public convenience as they have to apply the removal cream on int finish areas and wait for six (6) minutes out front washing the chemical away. This elongated process as compared to shaving tends to deter consum ers from spoiling them. However, Veet® ’s previous ad compact attempted to veer consumer’s belief about Veet® being an awkward product. The advertising foot race as well aimed to flip consumer’s focus on convenience to place heavier importance on the results of hair removing. Wide deviation in user’s review about Veet® performanceRaise of well-disposed media importance leave alone affect say-so consumer’s expectation towards a brand and ultimately, affecting the consumer’s decision to grease ones palms the brand. As a consumer engages in study search, it demonstrates her engagement with the brand in the run up model. A search by means of and through users’ reviews in social media review centre exempt that in that respect is a huge antithetic betwixt the users’ rating. Some users rated Veet® one (1) steer as the brand did non remove their body hair effectively and it causes red chemical burns.For tunately the bad ratings are neutralize as around other users rate Veet® basketball aggroup (5) stars as they love the product for being simple and easy to use. More significantly they love the brand because it produces better hair removing result than razors and shavers musical composition non divergence chemical irritation on their skin. The cardinal vast differences in users rating t hence imply that potential customers in time have to rely on other forms of skirting(prenominal) cues to evaluate their product choices. sales agreements advance entrust help to attract a portion of this market where consumers particularually have to purchase and experience hair removal results by themselves. E. External Analysis for Veet® Consumer evaluation Primary Research Method A primary search was conducted through an online questionnaire ( appurtenance 1) with one hundred women aging between 16 year and 35 year old. by means of the survey, it depart help us to learn understanding about butt end market’s depilatory products usage bearing and motivation. Veet® Opportunity Veet ® has relatively high brand sense ( appendix 2A) According to survey results, Veet ® products have high brand mindfulness. Consumers are able to tell the product category that Veet® belongs.With the high brand awareness, this shows that advertising efforts are screening confident(p) results in the market. food market office between razor Market and Veet ® Market †On Par (cecal appendage 2B, 2C, 2D, 2E) Majority of Veet® orient market have already performed some form of hair removal execution as they are image conscious and are concern about how others view them if they appear to be untidy. Currently 18% of our respondents have not engaged in hair removal procedure and a significant portion of this group would both consider or may not do hair removal in the next tercet to six months issue.This highlights that our furtheranceal vex should not direct at this group of consumers, as sale advancement is unpotential to change a consumer’s behavior. More advertising instead of sale promotion should be engaged to abet this group of consumer to lead off removing hair through Veet ® products. With the remaining 82% of the market that has started removing body hair, we learnt that that is an equal market share between Razor products and hair removal cream products. As covered previously, Veet ® is the leader in the hair removal cream industry; in that locationfore we can assume that Veet® has a market share of 34%.More than half(a) of our respondents who are employ razors mainly are very likely to try Veet® stipulation that on that point is an attractive sale promotion function. With a higher perceive value, there is high potential to convert a portion of the razor users instead of non-hair removal users, to start using / exhausting Veet® products. Veet® Threats blusher Performan ce Factor: Convenience (Appendix 2F) Consumers directly are leading increasingly feverous lifestyles and these cause them to regard convenience as the key factor when choosing depilatory products.Consequently razors and blades continue to remain popular among consumers commanding a combine market share of virtually 40 pct in 2009 with Gillette genus genus Venus leading the pack taking 75 portion of the razor market. In step-up, as consumers become more sophisticated, they are turning to products that promised a cleaner shave and even opted for products with enhanced functions like moisturizing effect or catered to sensitive skin. This explains why consumers are art up other depilatories for Veet® air removal cream which key outs it clinching the top position with intimately 34 per centumage of the depilatory market share. However, there is still a super part of consumers who are still incognizant of the convenience in using Veet® which is well reflected in our prima ry question. We saw that 70 portion of the surveyed razor users have neer use Veet® in the first place and hence have no knowledge about its convenience. Strong Price Competition from other Razor Brands The relatively low price of the Bic Soleil glare Clic compared to other brands saw the fastest growth in 2009.We attributed this trend to the slowing follow through of the economy last year. The treat is not high since the sophistication and affluence of consumers would seat in a more operable depilatory with the recovery of the economy. Summarized SWOT Analysis Below is a SWOT plot summarizing Veet® ®’s internal and external analysis: Section Three: Targeting, perspective, accusings Setting, Budgeting 3A. Key market Problem From our situation analysis, it is crystallize that while there is high awareness aim for Veet® hair removal cream.Being a market leader in the depilatories, Veet® has generated adequate awareness for its hair removing products . However, Veet® must compete mainly with razor product brands such as Gillette. The main threat that is stopping Veet®’s growth is that charge market do not perceive Veet® as convenience as razors. There is a motif for our military adjure to address this misconception about Veet® ®, and to raise strengthen Veet® positioning with the product expediency that razor product cannot reach out- benefit such blade little solution to stubble free skin.Overall, the counsel aggroup of Veet® hopes to find out: â€Å"What should be changed about the live marketing efforts to increase the sales of Veet® hair removal cream? ” In our research to help Veet® in this management decision issue, we go out be looking into the following marketing research problem: â€Å"How can Veet® promote trial of its hair removal cream in the hair removing market through a promotional hunting expedition? ” 3B. breakdown of the Women’s Depilatories market in Singapore This research fragments the women’s depilatories market in Singapore using a behavioural naval division base.We have divided the market into several(prenominal) discussion sections according to the oftenness of using razors and the frequency of using Veet® hair removal cream, as seen in the perceptual map in Appendix 3. The different segments as follows: 1) The Bladers: sarcoid razor users who have never utilize Veet® hair removal cream before. 2) The aslant: Relatively with child(p) razor users who use Veet® but on special cause such as parties. 3) The Balancers/Switchers: Users of both razors and Veet® . These consumers have no loyalty to either method and switch easily. ) The Professionals: High frequency Veet® users who use razors procedureally to ensure better hair removal effect 5) The Cavemen: Non-users of hair removal products. These are hairy ‘monsters’ who have never shaved and also includes those who are à ¢â‚¬Ëœ tonsured’ and do not need to shave. 6) The Un-conventional: Non-users of razors and Veet® but who are users of other hair removal methods such as waxing and lasers. 7) The No Bleeders: Our Veet® lovers. 3C. Our Target Market Out of the different segments, we have decided to select ‘The Bladers’ as our commit market for Veet® hair removal cream.This is to begin with due to the relative ease of regenerations of ‘The Bladers’ into users of Veet® hair removal cream, as compared to ‘The Cavemen’ who are non-users of hair removal products. ‘The Bladers’ already have a desire to remove hair, whereas â€Å"The Cavemen” do not even see a need to remove hair. This was found on our survey results, where we found out that there is quite a low dowery, 18%, of non-users who are leave behinding to use hair removal products in the first place (Appendix 2D).However, there is a much more optimistic partage, 58 %, of current users of shavers who are likely or very likely to try hair removal creams since they already have a desire to remove body hair (Appendix 2E). Moreover, the market sizing for current users of razors is 32. 8% (Appendix 2C) while that of current non-users of hair removal products is only 18% (Appendix 2B). With a larger market, there is a greater potential to tap upon in the current market for users of razors. In addition, we did a targeting specified by personification for ‘The Bladers’.This person would represent the typical non-Veet® user whom we fancy to convert into a Veet® user. Her profile is seen infra: * Name: Rachel Quek * Age: 27 * billet: trade Executive * Hobby: Loves shopping, online shopping, release to the beach, clubbing, social networking * ad hominemity: Fun, image-conscious, highly regards others’ opinions on her appearance, has a fear for pain * obtain behavior for personal product: Loves laborious products before de ciding to buy * Current hair removal method: Uses Gillette Venus because of convenience * Monthly expenses on personal prep: $300 Time fatigued on personal cooking occasional: 2 hours on weekdays, 3 hours on weekends * Dressing habits: Frequently in dresses and above-knee skirts 3D. Positioning Statement Our positioning statement is: For women in Singapore who before long shave, who now seek a painless, smoother & longer-lasting hair removing effect; Veet® is a bladeless hair removal product that moisturizes your skin †a total beauty experience that no cleaning woman should miss out on. 3E. Objective SettingThere is already high awareness of Veet® hair removal cream in the women’s depilatories market in Singapore, with 95% of the market being aware of it (Appendix 2A). Yet, only 27. 9% of the market uses it (Appendix 2C). by means of the implementation of our one-year hunt down, we apprehend to be able to see an increase in this market share as we move ‘The Bladers’ up the Hierarchy of marketing Communication Effects ( sew together) from the ‘Awareness’ to ‘ foot race’ stage (Appendix 4). However, ‘The Bladers’ currently either have no expectations or have a bad expectation of Veet® where they imply that it is in snug to use (Appendix 2F).For those who have no expectations, we want to compact them to try our product through judges, creating expectations of convenience and pushing them to eventually buy since they have the assurance from trying the product first hand. For those who have poor expectations of the product being inconvenient, we need to give them take ins to change this attitude and also further push them to buy our product. We have thus open our causa bearings below: 1) To see 40 per centum of ‘The Bladers’ being checkd to our advertize 2)To have 40 percent voucher redemption among all who received our sample and voucher 3) To achieve 20 percent of our target segment get our tie-in promotion 4) To see 30 percent of the ‘The Bladers’ joining our repugn 5) To collect a consumer database from our couponing trunk for Veet® ’s future promotional runnings 3F. Budgeting We exit be employing the objective and line of work method of ciphering so that we can clear specific what role each serving of the marcom track down satisfy for the brand and even up the reckon accordingly.The overall campaign work out provide comprise fully of promotional dollars. The rationale of this decision links back to our objective of moving ‘The Bladers’ up the HEM from awareness to trial and wherefore a heavy focus on promotion go out be a better plan. We did not specifically allocated portion of the budget for media and public relation (PR) spending since they consist of only a small percentage of the budget. They are still present in the campaign but act as a support for the main promotiona l campaign. Therefore they result be accounted under the under the promotion budget instead.That explains a 100 percent allocation of the S$400,000 budget to promotion. Promotion Budget dislocation We strongly believe that it is crucial for our target segment to test our product before they can move from being ‘aware’ to eventually product ‘trial’. To implement this objective, the majority of the promotion budget entrust be devoted to heavy taste (50 percent of promotion budget or S$200,000). A self created event depart constitute one of the carry for distributing our samples and it allow for cost us S$10,000. We would like to incentivize our consumers as well and therefore 7. percent or S$30,000 ordaining be allocated to a couponing make out which leave alone overlay sample distribution. A tie-in promotion with a complemental product entrust follow so as to bear purchase and further incentivize our consumers. This component lead be given S$ 50,000 of the promotion budget. An online affair entrust also be running throughout the campaign but due to the relatively low enthronization funds reckond, it go away be weighted at 1. 25 percent only. S$80,000 will also be budgeting for trade allowances for our better half retailer’s involvement in our full campaign as well as slotting allowances given for erecting our point-of-purchase ( vote out).Our POP will be given S$15,000 in the budget. The remainder of the promotion budget will be assigned to media and PR efforts to causal agency the promotional campaign. (Please refer to Appendix 5 for full budget allocation) Section Four: Our Promotional Campaign 4A: parceling of efforts in the overall Integrated merchandise Communication Campaign Advertising †(1% effort) by means of our situation analysis, we learnt that Veet® has very high take aim of brand awareness, and this is mainly pushed by Veet® advertising efforts.In addition, the target market has relatively small-scale target consumers who have not started doing hair removing procedure, advertising investment will not be effective as the market coverage is significantly lower as compared to putting the investment in converting current razor users. Lastly, given our campaign objective of moving ‘The Bladders’ from brand awareness level to trial level, advertising will not be effective to move the target consumers into actions †by getting them to start trying Veet® product.However, we will engage trade promotion tools by getting our partner retailer to advertise Veet® sale promotion to its customers. Personal Selling and Public Relations †(1% effort) As Veet® belongs to the FMCG (Fast Moving Consumer Goods) product category, it would unwise for our campaign to invest in sales mountain to encourage consumers to purchase Veet® products. Moreover, hair removal procedure is considered a private personal grooming process. Therefore it is diffic ult to involve ‘The Bladders’ in an open environment for a hair removal demonstration.Little investment will be put into public dealing as majority of the target market are aware of Veet® usage. Direct marketing †(5% effort) In our campaign, we will be adopting meandering(a) advertising. The customer database will be compile through consumer’s opt in option when they send a SMS (Short nub Service) to obtain a SMS coupon. With the customer flesh out collected, we will direct advertising passs via nomadic services in the subsequent promotion campaign. Sales Promotion †(90%) Majority of our investment and efforts will be invested on Sale Promotion.Sale promotion will be the perfume of our campaign with the remaining IMC tools acting as a supporting role to communicate about the sales promotion to ‘The Bladders’. As consumers have the perception that Veet® product is not as convenience as razors, the campaign will focus on ever-c hanging this misperception by allowing ‘The Bladders’ to personally experience Veet® product. In addition, ‘The Bladders’ will experience the smoother hair removal effects (stubble free), this will help to strengthen Veet® ’s positioning. Shaping user experiences will be through with(p) primarily through sampling.With user experience fittingly shaped, couponing effect and attractive battle incentives will be used to spur ‘The bladders’ to start trying Veet® product. With the understanding of how investment will be made in this campaign, following is our proposed promotional campaign for Veet® . 4B: Our promotional campaign for Veet® Overview of campaign Our promotional campaign will be primarily revolving around manner of speaking across the mindset of Veet® hair removal cream as one that is convenient coupled with a plus point of better hair removal results to our target group ‘The Bladers’.The total promotional campaign duration will be 12 months, and staged in three phases: (i) signature the stubbles, (ii) long-wearing eloquence and (iii) The Veet® compete. variety 1: olfaction the Stubbles Objective: Expose ‘The Bladers’ to our campaign and drive word-of-mouth As we are targeting ‘The Bladers’ who are already experienced customers in the hair removing market, they will be less likely to take notice of the convenience and added benefits of Veet® if it is done through the mass media impart like commercials, ads or any other imagery that is forced upon them.Thus in ‘Feeling the Stubbles’, we will seek to first distort out the promotional campaign in a subtle manner with heavy sampling also known as tryvertising, by conveying the int cease messages based on their experience with our product and also simultaneously incorporate mobile couponing as a piggyback to that to have a best reach to our target group. plot 2: warning &a mp; Couponing skeleton The sample we will be self-ag noble-mindedising out is a 30ml Veet® hair removal cream tube that comes with the brand’s signature perfect touch spatula and laced together with the tube is a double sided training card.On the front side of the information card, it is a surface full of protruded patterns that jibe the stubbles after shaving with a razor following a tagline of ‘Feeling the Stubbles? ’ And on the flipside, it will feature our tagline of ‘Stubbles-Free in 3 minutes’ following our couponing exercise. Diagram 3: Mobile Couponing Process The recipients of the sample will be required to text edition in to our number with their name and identification number for a mobile coupon.The mobile coupon will then entitle them to a 10 percent give notice on a full sized Veet® hair removal cream at any of the stores of our partner retailer and also a strife entry chance. Each mobile coupon will come with a uniquely l awd two-dimensional Quick repartee (QR) code for wrap uping the redemption levels and from the codes to track which the efficiency of the sampling specialitys deployed. The retailer will be incentivized with all mobile coupon salvageed. Sampling MediumsIn this heavy sampling exercise, we will be distributing our samples through three sampling bonnys namely digital media platform, collaborative events and through our partnering retailer. The three mediums are The Sample blood line, incarnate Luncheon and in the stores of Watsons. The Sample Store (www. thesamplestore. sg) is a local platform that distributes product samples online. Since its launch in 2008 it has since built a huge database of members both on its web rate and facebook fansite and still growing its popularity as galore(postnominal) recognize it as one that operates on so-so(p) reviews that are given by members.Members who redeem any samples will receive them via mail. new(prenominal) than having our sample s be placed on the site, we will also want to slander or prevent any possible clutter of the many different brands and products on The Sample Store. We will be working with the team over there with three supererogatory features. First, we will have our product have in The Sample Store’s blog as a new sample which members will be able to access directly to this foliate or link through the main site.Currently the site’s blog maintenance team has an updates indicator of how recent is the blog updated for the ease of members to track new entries. On the blog entry, there will be a link for the readers to direct them to page to enamour our sample. Hello Rachel Veet® Hair removal lap Sponsored conjoin The Sample Store web log The Sample Store product arranging Secondly on the actual product placement page, we will also be having our product be featured in the section of ‘Sponsored Link’ to further minimize the brand and product clutter in our sampli ng exercise.Be it on the main page of ‘Samples’ or when members scroll through the pages of samples, the ‘Sponsored Link’ function will come in handy as it is a changeless demo on the top of every page that effectively maximizes the chance of reach and redemption. Thirdly, we will also put up a special request to have our product placement be strategically located beside Gillette or any other razor products so as to have a better chance in reaching our target group ‘The Bladers’.Veet® corporeal Luncheon is a series of collaborative events with the National Skin revolve around’s Health Talk aiming at manner of speaking these talks to the premises of 48 companies. These series of lunch talks will be done in a form of registered events in which employees register with the human resources segment and there will be a seat limit capped at 50 for each academic session. During each periodic session, there will be a 40 minutes skin tal k by the National Skin Centre’s dermatologists.Following up will be a 20 minutes product talk and interactive demonstration session by Veet® whereby the models for demonstration will be picked from the audience. Thereafter, the dermatologists will wrap up the entire talk by testing the skin hydration levels of the models after using Veet® hair removal cream product. Lunch will also be catered to encourage participants of the talk to clear any doubts regarding Veet® ’s products while use out Veet® ’s samples. Sampling @ Watsons is the main highlight of the three sampling exercises as it is a highly targeted sampling exercise in conjunction with the ones mentioned above.From our primary research it shows that when ‘The Bladers’ want to make any purchase regarding personal care products, Watsons will be their first choice. Thus, to be in line with that, we will be making Watsons our scoop partner for distributing Veet® ’s sample s across Watsons’ good scalability of 101 outlets islandwide. Also derived from our primary research, we found that there are some completing products that the razor-users are most likely to use before, during or after shaving. Diagram 6: Determinants of scanner-delivered samplingWith this information, we have designed a scanner-delivered sampling exercise whereby once any of these 6 items (body lotion, tights, sunblock, deodorant, razors and shaving back up) is purchased, a Veet® sample will be automatically be presented to the customer. To build retailer’s agreement and cooperation, a heads-on competition with other razors and shaving aids companies will be eliminated by having these two items as an exception. Only with purchase of other items on top of razors and shaving aids, will the customer be entitled the Veet® sample.In addition to the scanner-delivered sampling conducted, we will be acquire retail spaces at Watsons to have a point-of-purchase displa y at the shopfront of Watsons’ outlets. This will allow us to cast a bigger net to reach and expose our target group ‘The Bladers’ to our campaign should they coincidentally fall out of the sampling determinants during our campaign period. Diagram 7: Point-of-Purchase Display The display will be in line with the sampling exercise, seeking to convey the message of convenience being ‘Stubbles-free in 3 minutes’.Wobblers will be link up to the fixture indicating information including the mobile couponing exercise and fight entry chance. The entire strain 1 sampling exercise will be held in a 4 months period, with the exception of the featured article on The Sample Store’s blog which can be posted up for the entire campaign. Couponing and redemption exercises will be conducted for a 5 months period. Diagram 8: cast 1‘Feeling the Stubbles’ timeline 4B. variant 2: Long-lasting Smoothness Objective: Build brand associations of bette r hair removing effect and experience After exposing our target group to the campaign in pattern 1, variant ‘Long-lasting Smoothness’ will seek to build brand associations of Veet® as one that provides a the total hair removing effect and experience. To be in line with that, we will be partnering with Vaseline a brand that is known for its long heritage of body lotions and the effectiveness of hydrating skin, bringing a great boost to both brands when seen as complementary products. Together, we will be offering a tie-in promotion clump which includes a 400ml Vaseline body lotion and 100ml Veet® Hair remotion lam.Diagram 9: Vaseline and Veet® bundle Pricing of the bundle will be at $15. 90, strategically seeking it to be lower than a separate purchase of either items and also importantly be lower than that of a combined purchase of razors or razor refills and Vaseline body lotion altogether. Based on the respondents of Phase 1, we will be deploying a closed -loop marketing tactic whereby we will be sending text messages to the people who deliver our coupon in Phase 1 to inform them of the tie-in promotion.Similar to the point-of purchase display in Phase 1, we will be purchasing retail spaces at Watsons to have a point-of-purchase display at the storefront of Watsons’ outlets in addition to the closed-loop marketing text messaging. This will allow us to cast a bigger net to build brand associations of a total hair removing effect and experience to our target group ‘The Bladers’ should they not be in time to redeem our coupons during our couponing period. The same point-of-purchase fixture will be used from the previous occasion to lower costs.Wobblers will be given to the fixture will be changed now to indicating information Diagram 10: cram Point-of-Purchase Display including the 15 percent nest egg with the special bundle pricing order of payment comparison with its usual price, reinforcement of a total experi ence of long-lasting smoothness and a competitor entry chance. practice bundling packages will also be concurrently placed on Vaseline’s shelves. card game regarding contest information will be slotted in the bundles. The entire Phase 2 tie-in promotion will be held in a 4 months period after the sampling and couponing exercise of Phase 1.Diagram 11: Phase 2‘Long-lasting Smoothness’ timeline 4C. Phase 3: The Veet® deal Objective: Drive trial and avocation to Veet® Singapore Facebook page. Build brand turmoil and buzz Phase 3 of the campaign will act as a overlay campaign to both Phase 1 and Phase 2. To effectively drive product trial and building brand excitement, a Veet® Singapore Facebook fanpage will be set up as currently Veet® do not have any adoption of social media locally. Diagram 12: Contest Card SketchWhen the recipients of the samples make a purchase using the mobile coupon in Phase 1, purchase a bundle in Phase 2 or making a incessan t purchase after the 2 phases, the retailer will be handing out contest cards for every purchase. On the flipside of the contest card, it will visibly tell recipients that they have won one chance to ‘The Veet® Contest’ by entering the scratch code on the contest card on Veet® Singapore’s Facebook fanpage. Every redundant purchase will entitle them an special chance in becoming the grand winners of the contest.Diagram 13: Veet® Singapore Facebook fanpage In addition, by liking Veet® ’s page will entitle the contest participants 5 more winning chances to the contest. The top 3 winners of the contest will walk away with a $500 Watsons Gift Vouchers each and there will also be 5 winners who will walk away with a year’s supply of Veet® hair removal cream as solace prizes. Such information will also be detailed on the Facebook fanpage. At the end of the entire contest, announcement of contest winners will also be conducted via the Faceb ook fanpage.Phase 3 will be held as a supporting role in the entire 12 months period, concurrently with Phase 1 and 2. Diagram 14: Phase 3‘The Veet® Contest’ timeline Section Five: closure 5A. ROMI and one hundred fifty-five (Appendix 6) Retail price of Veet® hair removal cream is at S$10. Our profit margin for the product is at 40 percent or S$4. We will take annual discount rate to be at 12 percent and this will translate to 1 percent periodic discount rate. We are looking at a three tiers conversion model with light users purchasing once in two months, medium users once a month and heavy users twice a month. 1. Phase 1The sampling exercise overlay with couponing will see an estimated 40 percent conversion rate in total out of the sample/coupon given out over the four months. Of the 12,500 potential converts per month, we will be looking at 4 percent becoming heavy users, 16 percent medium users and 80 percent light users. This will wipe to a monthly profit o f S$32,000 but a negative return of marketing investment (ROMI) of 56 percent. However, we are projecting a relatively high constant property rate of the converts at 90 percent for heavy users, 85 percent for medium users and 80 percent for light users.Therefore this will give us a positive customer lifetime value (CLV) of 106 percent. 2. Phase 2 Our tie-in promotion with a moisturizer brand will see a conversion rate of 20 percent. However we expect that three-quarter of them will be those who used the coupon in Phase 1 and are returning customers. Therefore we are looking at 1,560 new converts per month from the tie-in promotion. Although we will have a negative ROMI of 53 percent in this phase, we will be looking at the same retention rate for all three conversion segment hence getting a positive CLV of 124 percent. . Phase 3 The Veet® contest will run from the start to the end of the one year campaign and we are expecting rigorously new converts (not from Phase 1 and 2) only from those who picked up a contest form from our POP at our partner retailers. Since we foresee that a percentage of them would be purchasing for the contest, we lowered their retention rate to 80 percent, 60 percent and 40 percent for the heavy, medium and light converts respectively.Given that our main role of the contest is to create hype for the campaign and rewarding the real converts who purchase through Phase 1 and 2, we are expecting to see only 310 converts per month which will transit to a slightly positive ROMI of 5. 3 percent and only 25 percent in CLV. 4. Overall The overall campaign will see a conversion of 14,730 users per month and a total of close to 60,000 converts throughout the full one year campaign. Although we will be getting a negative overall ROMI of 55 percent and a slightly high average acquisition cost of S$5. 74 we will be achieving a strong CLV of 107 percent. . Best and Worst outcome The best case scenario will see us having 25 percent more conversi ons from Phase 1, 50 percent more from Phase 2 and Phase 3 and this will increase the ROMI to -44 percent and CLV to 162 percent.As for the worst case scenario, it will be the reverse having 25 percent lesser in conversions for Phase 1 and 50 percent lesser for Phase 2 and 3 will see us having a negative CLV for both Phase 2 and 3 but an overall CLV of 66 percent. ROMI will stand at negative 64 percent. 5B. Evaluation of Campaign The success of our campaign will depend on see our pre-set objectives. To have 40 percent coupon redemption among all who received our sample and coupon * To collect a consumer database from our couponing system for Veet® ’s future promotional campaigns We can easily track this by tabulating the number of request for the mobile coupons. As the distribution of the samples with the coupons are highly targeted at ‘The Bladers’, we can foresee near to 100 percent of the mobile coupon being save by our target segment. As for the database , when our consumer sends in a message requesting for the mobile coupon, we would locked in their numbers and consolidate it into a database.This database will be straightaway put to use in Phase 2 of our campaign where we will send them a message informing about the tie-in promotion being offered in our partner retailers. * To achieve 20 percent of our target segment purchasing our tie-in promotion * To see 30 percent of the ‘The Bladers’ joining our contest The numbers for these two objectives can be tracked when our target segment sign up for the contest. When entering the contest on Facebook, they will be asked a simple question regarding when they were first open to the product.If they pick either through the tie-in promotion or through the sample with coupon distributed, we would know that they are our target segment ‘The Bladders’. As the contest card comes with a unique code for entering into the contest, a consolidation of the unique codes keyed in for each Phase of the campaign will indicate to us the number of our target segment who participated in the online contest. * To see 40 percent of ‘The Bladers’ being exposed to our campaign The number of samples given out, coupons redeem and contest details will give us a rough estimate to how many of our targeted segment was in face exposed to our campaign.Appendix Appendix 1: Questionnaire Done Through Online Medium S/N| | Options| 1| contain you heard about the brand Veet®? | Yes No| 2| Veet® is product that| ShampooBody WashHair remotion CreamHand LotionNail Protection CreamFeminine Wash | 3| In the last 12 months, have you done any hair removing procedures? | Yes (Go to Qns 5)No (Go to Qns 4)| 4| go forth you consider starting removing body hair in the next 3 to 6 months time? | Yes NoMaybe| 5| Which of the following hair removing method do you use dominantly? Razor blade (Go to Qns 6)Hair removal cream originate Strips (Go to Qns 6)Saloon (Go to Qns 6 )Others (Pls Specify: ______________)| 6| What is your reason for using the particular hair removing method? | (Open ended answer)| 7| Given an attractive promotion, would you consider using Veet® to remove body hair in the next 3 to 12 months? | YesNo (Go to Qns 8)Maybe(Go to Qns 8)|8| What is your reason for not considering using Veet® to remove body hair? | (Open ended answer)| About Yourselves| | Age| 11 †1515- 2021 †2526 †3031 †3536 †4041 †4546 †5051 †55| | Occupation| (Open ended answer)| Amount of time exhausted on personal grooming mundane (Weekday)| | | Amount of time spent on personal grooming daily (Weekend)| | | Amount of money spent on personal grooming monthly| | | Where do you usually purchase personal grooming products? | NTUCGuidanceWatsonVenusProvision ShopsGiantShop and SaveThe Market PlaceOthers (Pls Specify:________________)| | What are some products that you would usually purchase with hair removal product? | (ope n ended answers)| Appendix 2: Descriptive Survey Results (Important insights) †Total good turn of Respondents: 30 Appendix 2A: chart viewing Awareness Level of Veet Hair remotion Cream 1.Have you heard of Veet Hair Removal Cream? Appendix 2B: Graph cover market doing hair removal 2. Have you done hair removal before? Appendix 2C: Graph Showing graphic symbol of Hair Removal Method utilize by Women 3. (For the 82% of women who have outback(a) hair before) which type of hair removal method do you use? Appendix 2D: Graph Showing contribution of Non-Users on Whether They go out Ever Do Hair Removal 4. Do you think you will ever do hair removal in the next three to six months period? Appendix 2E: Graph Showing Percentage of Razor Users on Whether They Will Use Veet 5. For current razor users) Will you use try using Veet hair removal cream? Appendix 2F: Summary of Reasons of Current Razor Users for not Wanting to Try Veet 6. (For those who are unconvincing to try Veet hair removal cream in Q5) Why not? * awkward (Most responses) * I am unsure of the effects of using cream * May not remove all the hair as effectively as razors * Using cream makes my skin dry * More dearly-won * I am used to using razors already Appendix 3: Segmentation Map of the Women’s Depilatories Market in SingaporeAppendix 4: Graph Showing How ‘The Bladers’ Will Move Up the Hierarchy of Marketing Communication Effects (HEM) Appendix 5: Budget Allocation Appendix 6: ROMI and CLV Bibliography Veet Hair Removal Cream Review, retrieved on 19 October 2010, retrieved from http://www. reviewcentre. com/reviews74276. html Veet Bladeless Razor Review, retrieved on 19 October 2010, retrieved from http://www. viewpoints. com/Veet-Rasera-Bladeless-Razor-reviews Depilatory Industry Overview in Singapore, Euromonitor International: Country area Briefting, June 2010, retrieved on 22 October 2010\r\n'