Veet Promotion Campaign

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MKTG 206: Promotions Management
Promotional Campaign for Veet® Hair Removal Cream

ContentS
Section One: Executive Summary2
Section Two: Situation Analysis2
2A. The Depliatory Industry2
2B. Client Brief: Veet® 3
2C. Marketing Mix adopted by Veet....................................................................................................................3 2D. Internal Analysis............................................................................................................................................4 2e External Analysis.............................................................................................................................................5

Section Three: Targeting, Positioning, Objectives Setting, Budgeting5 3A. Key Marketing Problem5
3B. Segmentation of the Women’s Depilatories market in Singapore5 3C. Our Target Market6
3D. Positioning Statement7
3E. Objective Setting7
3F. Budgeting7
Section Four: Our Promotional Campaign9
4A. Phase 1: Feeling the Stubbles10
4B. Phase 2: Long-lasting Smoothness15
4C. Phase 3: The Veet® Contest16
Section Five: Conclusion18
5A. ROMI and CLV18
1. Phase 118
2. Phase 218
3. Phase 319
4. Overall19
5. Best and Worst Case19
5B. Evaluation of Campaign19

Section One: Executive Summary
In Singapore, hair removal products catered for women have seen a rising trend along with growing demand for grooming products mong women in the wider market. This research investigates the reasons behind this phenomenon and looks into the current trends of hair removal products for women. We have chosen to examine specifically Veet® hair removal cream as it is currently the brand leader in the hair removal market.

To better understand the market and shape the key marketing problem, we conducted primary research to find out the general trends of hair removal among women in Singapore. From this we found a significant result of women in Singapore favouring razors over cream due to the main reason convenience. As such, the report seeks to explore different promotional methods that would allow us to help these heavy razor users to overcome their misconceptions of cream being inconvenient and subsequently to trial Veet® hair removal cream.

The promotional campaign incorporates intergrated marketing communications and features efforts including sampling, couponing, talks, and point-of-purchase displays, featured articles on blogs, mobile advertising, trade promotions and tie-in promotions. All in all, we hope that the campaign will successfully expose more consumers to Veet® hair removal cream samples, convert them into Veet® users and ultimately increase sales for Veet® . Our overall ROMI sees a negative figure due to costs incurred from our sampling program but CLV is strong at 107 percent.

Section Two: Situation Analysis
2A. Depilatory Industry
The depilatories industry in Singapore is a steadily growing one, experiencing a 4% growth in 2009 to reach almost $4 million in total sales. Razors and blades for women are the fastest growing depilatories followed by hair removal creams. Depilatories (or hair removal products that remove hair to the level of the skin) include razors, shavers, creams, bleaches and pre-shaves. Currently, international manufacturers Procter & Gamble (S) Pte Ltd and Reckitt Benckiser (S) Pte Ltd have found dominance in the Singapore depilatories market with their popular brands Gillette and Veet® ®. However, with the increasing awareness of epilators (or hair removal products that remove the entire hair from the root), many women in Singapore are also turning to these methods, including the use of wax strips, epilators and lasers.

2B. Company & Brand History
Company background
Veet® was first launched under the brand name, Neet, in Canada in 1901. It was later bought by Reckitt Benckiser Pte Ltd in 1960 and has since been sold in nearly 200 countries worldwide. Reckitt Benckiser...
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