Gillette Rebrand Process Book

7/22/2019 Gillette Rebrand Process Book

1/49

DEIIKXXK PK@PNJH

& PKQNFONDK


2/49

Xn`ik bg Fbjtkjts

>

6

8

;

7

4

>>0

>6

>8

>;

>7

>4

>5

01

00

06

Ejtrbhuftebj

Xlk Fbmpnjy

Pksknrfl

Furrkjt Qrbhufts

Mnrokt Njniyses

Ibdb Njniyses

@rnjh Njniyses

Fbmpktetbrs

Ejtkrvekws

Kxpkremkjtejd

@rnjh Hkvkibpmkjt

Mejh Mnppejd

Oky Nttre`utks

Fnsk VtuheksFbjfkpt

Ibdb Hkvkibpmkjt

Xlk Jkw Ibdb

Qnfondejd Hkvkibpmkjt

Pnzbr Qnfondejd

Ngtkrslnvk Qnfondejd

Vlnvejd Frknm Qnfondejd

Fnrtrehdk Qnfondejd

Iejdkrek Qnfondejd

Drnplef Nppiefntebj

Qrkskjtntebj

Vkme Gejni

Gejni Vbiutebj

Vlbdlno Onznjhcenj

Vlbdlno.onznjhcenjAdmnei.fbm

Qnfondejd 0 ujhkr tlk ejstruftebj bg Njen @brysekwefz

Emndks3 (Giefor Frkntevk Fbmmbjs,

Ksquerk Mndnzejk, D^ Mndnzejk)

Gejni Qrbhuft Qlbtbdrnply `y Cnmks Flbu

Xypkgnfks uskh3 [jevkrs

Qnpkr stbfos3 Lnmmkrmeii Fbibr Fbpy Tletk

& Fbudnr Fbibr Hedetni Jnturni

Qrejtejd `y3 Gkhkx

@ejhejd y3 Vlbdlno Onznjhcenj


3/49

EJXPBH[FXEBJ


4/49

N`but Deiikttk Deiikttk es n `rnjh bg mkjs sngkty rnzbrs, nmbjd btlkr pkrsbjni fnrk prbhufts

bwjkh `y Qrbftkr & Dnm`ik. @nskh ej @bstbj, Mnssnflusktts, [jetkh Vtntks, et

wns bjk bg skvkrni rnjhs bredejniiy bwjkh y tlk Deiikttk Fbmpnjy, n suppiekr bg

prbhufts ujhkr vnrebus rnjhs, wlefl wns mkrdkh e jtb Q&D ej 011;. Xlk Deiikttk

Fbmpnjy wns gbujhkh `y Oejd F. Deiikttk ej >51> ns n sngkty rnzbr mnjugnfturkr.


5/49

PKVKNPFL


6/49

Fbmpktetbrs

Vtbrk He

@ef, Vflefo, Nxk, Bih Vpefk, Teioejsbj Vwbrhs, Qkrsbjjn

Xlefo Vnjs Vkreg Ibdbs, bgtkj Etnief

Flknpkr rnjhs lnvk vkry nsef pnfondejd

Vflefo N\K `rnjh lns sikko, ìnfo pnfondejd, nisb nems tb nppkni

tb wbmkj tlrbudl drbbmejd

Fbbi fbibr pniikttk

Pnzbrs // Vlnvk, Xrem & Vtyik

Pnzbr @inhks

Vlnvk Dkis & Gbnms

Ngtkr Vlnvks, Gnfk wnslks, Vfr u`s, Ibtebjs, @nims, Fbjhetebjejd

Hkbhbrnjt

@bhy Tnsl

@bhy styiejd teps, hkmbs, njh styiks

Tlnt wbmkj wnjt3 Nj ejtkrvekw wetl Dkjkses, Lnjjnl Vembjk, & Ontk [ptbj

(gkmnik fkik`reteks wlb nrk gnmbus gbr tlker ibbos) n`but wlnt tlky prkgkr bj bhy

styiejd / drbbmejd gbr mkj. Ejtkrvekw fbjfiusebj3 Tbmkj ieok mkj wlb slnvk.

48% bg wbmkj prkgkr mkj tb styik tlker bheks Vtyiejd ybur bhy devks ybu nj

khdk wetl 6 but bg 8 wbmkj

8 % prkgkr n slnvkh drbej

0; % prkgkr n slnvkh flkst

64 % prkgkr n tremmkh flkst

Vtrbjd & sbplestefntkh rnjh wetl n rkputntebj bg r kienèiety

Wkry Lktkrb-jbrmni

Ejfkjtevk gbr slnvejd3 Nttrnftejd n wbmnj // Eg ybu drbbm, slkii drbbm // Tbmkj

nrk ikss ieokiy tb oess stu`ìy mkj, ktf.

Jbt iemetkh tb tlk fiknj slnvk // @knrh Xremmejd prbhufts

Kxfkssevk nmbujt bg prbhuft ikvkis njh iejks

Lknvy, Vnjs Vkreg, Etnief, vkry tedlt

Vlnrp khdks ieok rnzbr

Fbbi fbibr pnikttk, mbstiy ìuk

Qremnreiy @iuk njh Veivkr pnfondejd wetl brnjdk nffkjts

Ibts bg drnhekjts njh mktniiefs

Qinstef Qnfondejd tb okkp prbhufts fiknj

Fnrtrehdk pnfondejd es jbt fbjvkjekjt

Hespbsnìk rnzbrs lnvk vkry smnrt pnfondejd

Furrkjt Qrbhufts

Vburfk3 Deiikttk Tk`setk

Deiikttk Bjiejk

Drbbmejd Pksburfks

Vtntestefs grbm Deiikttk

@rnjh Flnrnftkrestefs

& Flniikjdks

Furrkjt Ibdb & @rnjh

Njniyses

Furrkjt Qnfondk

Njniyses


7/49

Xlk dib`ni mnrokt gbr Vlnvejd Qrbhufts es gbrkfnst tb rknfl [V$66.6 eiiebj y

tlk yknr 01>;. Xkfljbibdefni ejjbvntebjs, kxpkftkh jkw prbhuft inujflks,

kjlnjfkh gbfus bj wbmkjs slnvejd prbhufts, njh n rkdnej ej hkmnjh gbr ledl-

kjh hespbsnìk prbhufts upbj kfbjbmef rkfbvkry nrk kxpkftkh tb guki mnrokt

drbwtl. Ejfrknsejd pbpuinrety bg mnik spkfef mndnzejks, njh drbwejd fbjsumkr

nwnrkjkss n`but pkrsbjni drbbmejd, spkfefniiy ej hkvkibpejd mnrokts,

rkprkskjts btlkr mnrokt prbpkiikrs.

Tetl furrkjt vniuk drbwtl bg cust ujhkr 0%, mkjs drbbmejd ej 01>0 pkrgbrmkh

wbrsk tlnj ej tlk prkvebus twb yknrs. Xlk fntkdbry lns kkj nehkh y n jkw

vnrekty bg fbjsumkr fbjfkrjkh wetl les butkr nppknrnjfk, ut wns uitemntkiy

wkedlkh hbwj y wkno slnvejd sniks drbwtl bg 0% njh kvkj mbrk siuddesl

drbwtl ej tlk ledliy mnturk su`fntkdbreks, mkjs hkbhbrnjts njh mkjs ntl

njh slbwkr, knfl pbstejd sniks drbwtl bg cust >% ej 01>0.

Mkjs drbbmejd ej tlk [V fbjtejukh tb k hbmejntkh y Qrbftkr & Dnmìk ej 01>0

wetl n 80% vniuk slnrk bg tlk mnrokt, kquntejd tb sniks bg [V$0.6 eiiebj. Qrbftkr &

Dnmìk mnejtnejs ets fbjtrbi ej tlk mkjs drbbmejd fntkdbry tlrbudl wkii-ojbwj

`rnjhs sufl ns Deiikttk, Bih Vpefk njh Finerbi gbr Mkj. Xles supkrebrety stkms grbm

ets 75% vniuk slnrk bg tlk rnzbrs njh inhks su`fntkdbry.

Mkjs drbbmejd ej tlk [V es prkheftkh tb resk 5% ej fbjstnjt vniuk tkrms bvkr tlk

gbrkfnst pkrebh tb nflekvk [V$7.> eiiebj ej rktnei vniuk sniks ej 01>4. N gbrkfnst

FNDP cust ujhkr 0% hbks jbt kxfkkh tlnt bg t lk rkvekw pkrebh hkspetk tlk gnft

tlnt tlk mkjs drbbmejd mnrokt es pkrfkevkh tb k kxpnjhejd. Grkqukjtiy brhkrejd

bj n rknobut yknr ut jkvkr quetk nflekvejd et, mkjs drbbmejd suggkrs grbm

`kejd ledliy mnturk ej mnjy bg ets su`fntkdbreks njh tbb jeflk ej btlkrs. Ieok mufl

bg knuty njh pkrsbjni fnrk, tlk prkmeum skdmkjt slbws tlk mbst pbtkjteni,

ùt ns bg 01>0, et nffbujts gbr bjiy 1 hnys drbwtl) bvkr fiknj

slnvkj, knrhs, br iedlt stu`ìk (; hnys drbwtl). Lknvy stu`ìk es pkrfkevkh ns

mbrk nttrnftevk, njh mbrk mnsfuiejk.

Mkj wetl guii knrhs nrk pkrfkevkh tb k t lk kst gntlkrs njh mbrk nìk tb prbtkft

bggsprejd, nttrnftevk, njh mnsfuiejk.

Iedlt stu`ìk ibbos tbb pntfly & slbws mnjiejkss njh nddrkssebj, ut jbt mnturety.

Et wns rntkh tlk iknst nttrnftevk.

Lbwkvkr, hkspetk tlk survky, wbmkj mny gkki tlrkntkjkh y lnvejd n pnrtjkr tlnt

es tbb mnsfuiejk njh hbmejnjt.

Mkjs Drbbmejd

Ejhustry Njniyses

Vburfk3 Kurbmbjetkr,

Lugjdtbj Qbst, Dib`ni

Ejhustry Njniysts

Vurvkys njh Vtntestefs

Pkdnrhejd Mkjs

Gnfeni Lner

58 meiiebj [.V. mkj >; yknrs br bihkr r kmbvk lner ej dkjkrni

4% bg mkj hbjt slnvk gbr rkiedebus fbjveftebjs.

7< meiiebj mkj (40 pkrfkjt bg mkj wlb slnvk) slnvk wetl n ìnhk njh rnzbr.

.6 eiiebj mkj wbrihwehk usk n rnzbr inhk tb slnvk wetl.

6% bg mkj hbjt slnvk kfnusk tlky hbjt fnrk tb hb sb.

07 meiiebj mkj (0< pkrfkjt bg mkj wlb slnvk) slnvk wetl nj kikftref slnvkr.

4;% bg mkj slnvk tlker gnfk kvkryhny.


8/49

Tkii-kstnìeslkh `rnjhs tlnt lnvk n ibjd lestbry tlnt E nm gnmeienr wetl sufl

ns Deiikttk, ledl quniety prbhufts gbr skjsetevk soej ieok Oeklis, njh dbbh vniuk

prbhufts tlnt hb tlk cb` ieok Bih Vpefk

Bih spefk `kfnusk tlker fbmmkrfenis mnok mk inudl.

Deiikttk `kfnusk E skk et kvkrywlkrk ej nhvkrtesejd.

Bih spefk nftuniiy hbks nttrnft mk n ibt cust `kfnusk tlker mnroktejd skkms tb

tnrdkt mk `kttkr.

Jbjk ej pnrtefuinr

Bih Vpefk `kfnusk bg tlk smkii. E fbuih fnrk ikss n`but tlk Bih Vpefk duy.

E jkvkr guiiy slnvk.

E prkgkr tb okkp n wkii mnejtnejkh `knrh.

Jb e okkp n `knrh.Jb, kfnusk Em inzy.

Uks, tb okkp my jkfo njh knrh jknt.

E db tlrbudl plnsks. Vbmktemks E ieok tb okkp n `knrh. E jkvkr slnvk kvkrytlejd

tlbudl, nt tlk vkry iknst E okkp n dbntkk.

Jb

Uks

Jb

Jb

Uks

Uks

Uks

Jb

Jb

Uks

Jb

Jb

Ns n lnery mnj, yks. Ets empbrtnjt tb tnmk ybur injhsfnpk.

Uks. E `kiekvk tlnt drbbmejd fkrtnej pnrts bg ybur `bhy fbmks wetl n hkdrkk bg

skxuni nppkni.

Uks, et okkps mk skxy.

Uknl, eg ybur frbtfl es lnery ets dbjjn `k lnerekr wlefl es ujpiknsnjt gbr ybur

sedjefnjt btlkr #fbjsehkrntebj.

Uks, `kfnusk E nm Nrmkjenj njh Nrmkjenjs nrk ojbwj tb `k prktty lnery.

Uks. Mnoks ybu mbrk prkskjtnìk njh lydekjef. @bhy lner, kspkfeniiy ej sbmk

pinfks, es jbt bjiy ujnttrnftevk ùt et nisb esjt vkry fiknj.

Ledl quniety, jbj-erretntejd, meih grndrnjfk. E hbjt tlejo prefk es nj ludk fbjfkrj

`kfnusk et es sufl nj empbrtnjt pnrt bg ybur `bhy ybu nrk hkniejd wetl. E wbuih

rntlkr pny mbrk njh dkt n `kttkr prbhuft.

Fbmgbrtnìk, vkrsnteik njh kggkftevk.

Kggkftevk

Pkmbvks lner pnejikssiy njh quefoiy.

Nggbrhnìk, jnturni, jbj-kietest.

Vbplestefntkh.

Tlnt drbbmejd rnjh

nttrnfts ybu tlk mbst,

njh wly2

Hb ybu slnvk

bgtkj2 Eg sb, wly2

Hb ybu tlejo

slnvejd/drbbmejd

lkips ybu kfbmk

mbrk nttrnftevk2

Tbuih ybu flnjdk

ybur drbbmejd lnèts

`nskh bj wlnt pkbpik

nrk nttrnftkh tb/wlnt

ybur sedjefnjt btlkr

prkgkrs2

Hb ybu tlejo drbbmejd

btlkr pnrts bg ybur

`bhy (`ksehks ybur

gnfk) es empbrtnjt2

Tly2

Lbw wbuih ybu

hksfre`k tlk ehkni

drbbmejd/slnvejd

`rnjh2

Ejtkrvekws

Tlnt drbbmejd

prbhufts hb ybu usk2

Hb ybu usk Deiikttk2

Eg sb, wly2

Tlnt hb ybu tlejo bg

Deiikttk prbhufts2

7 mniks `ktwkkj tlk ndks bg 01-61

Hespbsnìk rnzbrs, Xremmkr, Vlnvejd dki, Hkbhbrnjt, @bhy Tnsl, njh Gnfk Tnsl

Xremmkr, @bhy Tnsl, Gnfk Tnsl, njh Hkbhbrnjt

Cust n tremmkr

Xremmkr, Vlnvejd dki, Hkbhbrnjt, njh @bhy Tnsl

Hespbsnìk rnzbrs, Xremmkr, Vlnvejd gbnm/dki, Hkbhbrnjt, njh @bhy Tnsl

Pnzbr wetl rkii fnrtrehdks, Xremmkr, Vlnvejd gbnm/dki, @bhy wnsl, Ngtkrslnvk,

Hkbhbrnjt, njh Gnfk Tnsl

Uks

Jb

Jb

Uks, `kfnusk my hnh dkts et gbr mk.

Bffnsebjniiy, hkpkjhejd bj wlnts flknpkst nt tlk stbrk

Uks. Evk `kkj usejd et sejfk E stnrtkh slnvejd, jb pnrtefuinr rknsbj. Evk niwnys

wnjtkh tb swetfl bvkr tb n strnedlt rnzbr tlbudl.

Ledl quniety njh rknsbjnìk prefk.

Ejheggkrkjt tbwnrhs slnvejd `rnjhs.

Xlky nrk tlk bjiy bjks E wbuih ùy eg E slnvkh, bjiy `kfnusk tlky nrk nhvkrteskh

kxtkjsevkiy wlefl niibws mk tb mnok n fbjjkftebj wetl tlk `rnjh.

Et wbros wkii njh hbksjt lurt wlkj E slnvk.

Xlkyrk dkjkrniiy dbbh, ùt E fnjt rkfnii spkfefs.

Wkry dbbh. Ubu lnvk tb uy tlk rkii fnrtrehdks-tlnts tlk bjiy fbj. Pnzbrs nrk

slnrp njh prbvehk mk wetl n vkry fibsk slnvk.


9/49

Deiikttk

Kxpkremkjt

Gbr my kxpkremkjt, E ibbokh up lbw tb prnftefk slnvejd. Xlk mbst fbmmbj

tkfljequk nmbjd jkw slnvkrs/drbbmkrs wns tb prnftefk slnvejd bj n `niibbj,

spkfeniiy wlkj usejd n strnedlt rnzbr. Tlkj ybu prnftefk, njh eg ybu hbjt slnvk

tlk `niibbj wkii, et weii pbp. Eg tlk `niibbj pbps, tlk nssumptebj es tlnt ybu

wbuihvk fut yburskig slnvejd. Vb, E uskh n Deiikttk hespbsn`ik rnzbr njh sbmk

Deiikttk slnvejd gbnm njh slnvkh n `niibbj.


10/49

@PNJH HKWKIBQMKJX


11/49

Mejh Mnppejd


12/49

MNDJKXEF

FIKNJ

V[NWK

KVXN@IEVLKH

VXEM[INXEJDKGGBPXIKVV

Oky Nttre`utks


13/49

Fnsk Vtuhy >3

Xbm Gbrh

Xbm Gbrhs jnmk es syjbjymbus wetl fbjtrbvkrsy les fibtlejd nhvkrteskmkjts

nrk fbjsehkrkh lypkrskxuni. Gbrhs ledliy skxuniezkh tnok bj sexteks njh

skvkjteks seilbukttks lns kkj, ej pnrt, rkspbjse`ik gbr les nstbujhejd suffkss.

Hksedjkr Xbm Gbrhs nhs gbr les mkjs iejk bbzk skx. Bjk nh, wlefl

Gburjejktybjk.fbm snys kxuhks lypkrskxuniety, slbws n jnokh wbmnj lbihejd

n `bttik bg fbibdjk `ktwkkj lkr tledls. Njbtlkr slbws n jnokh wbmnj fbm`nejd

n styiesl mnjs lner.

Xbm Gbrhs fbjfkpt es strbjd `kfnusk et frkntks n strbjd emndk gbr tlk `rnjh. Et

lns tlk rktrb jbstniden bg tlk sexteks dkjtkimnj njh tlk mbhkrj sunvk njh

skxejkss bg mkj tbhny.


14/49

Fnsk Vtuhy >3

[ppkrfut Tnx

Vburfk3

[ppkrfuthkiuxk.fbm

Ejsperkh y tlk temkikss styik bg tlk >5;1s nr`krslbp njh ets speretuni gbujhkr,

Teiiy [ppkrfut BVlkn, [ppkrfut Hkiuxk es n mbhkrj, ykt trnhetebjni npprbnfl

tb mkjs drbbmejd. Nj Nustrnienj `brj `rnjh prbuhiy mnhk wetl bjiy tlk jkst

ejdrkhekjts, [ppkrfut Hkiuxk hkievkrs n fbrk rnjdk bg ledl quniety drbbmejd

prbhufts gbr mkj wetlbut nii tlk gnjfy km`kiieslmkjts bg snibj `rnjhs.

[ppkrfut Hkiuxk wns nj ehkni fnsk stuhy gbr mk `kfnusk bg tlker `rnjh styik.

Xlky usk surgkr njh sontkr fuiturk ej tlker emndkry njh pnfondejd. Xlky lnvk n

vkry strbjd tnrdkt nuhekjfk, wlefl es sbmktlejd tles Deiikttk rk`rnjh slbuih lnvk.

Xlker emndkry njh fbjfkpt es vkry hestejft njh fbjsestkjt, nppkniejd tb tlk sunvk

`ut sempik ybujd mnj wlb wnjts n prbhuft tlnt fnj dkt tlk cb` hbjk.-


15/49

Fnsk Vtuhy >3 Xrbcnj

Vburfk3

Xrbcnjfbjhbms.fbm

Xrbcnj es n `rnjh jnmk bg fbjhbms mnjugnfturkh `y tlk Flurfl & Hwedlt

Fbmpnjy. 41.; pkrfkjt bg fbjhbms purflnskh ej [jetkh Vtntks hrudstbrks nrk

Xrbcnj rnjh. Xrbcnj @rnjh Fbjhbms nrk Nmkrefns #> fbjhbm njh lnvk kkj

trustkh gbr bvkr 51 yknrs. Xrbcnj @rnjh Fbjhbms nrk mnhk grbm prkmeum quniety

intkx tb lkip rkhufk tlk reso bg ujwnjtkh prkdjnjfy njh skxuniiy trnjsmettkh

hesknsks. Xrbcnj stntks Vkx es dbbh. Ets lknitly. Ets jnturni. Njh et devks us

uj`kiekvn`ik piknsurk. Vkx es purk cby. N pnssebj tb k km`rnfkh, jurturkh njh

prbtkftkh ns bjk bg tlk mbst ejtemntk bg lumnj kxprkssebjs. Ets n trust njh

fbmmetmkjt wk slnrk w etl bjk njbtlkr. Ets kejd bpkj njh rkspbjse`ik wetl t lk

fbjhkjfk tb hb wlnt gkkis redlt. @ut mbst bg nii, skx es G[J. Xlnts wly wkrk

jbt cust n`but `rejdejd ybu fbjhbms, iu`refnjts njh ve`rntbrs. Tkrk n`but lkipejd

ybu kjcby, rkni.dbbh.skx.

E flbsk Xrbcnj ns n fnsk stuhy `kfnusk fiknriy tlky nrk n vkry suffkssgui `rnjh.

Xlker jkwkst fnmpnedj, Kvbivk, `nsefniiy nems tb mnok kvkry skxuniiy nftevk

ybujd mnj n smnrt dkjtikmkj. Xlk `rnjh es b`vebusiy vkry skx pbsetevk, njh

ojbws tlnt skx es n pnrt bg tlk lumnj iegk. Xlky sempiy neh skx `y prbvehejd tlkfbrrkft tbbis. Xles ehkn es sbmktlejd tlnt E wnjt tb slbwfnsk ej tlk Deiikttk

rk`rnjh, `kfnusk drbbmejd es nisb ej bur kvbiutebj.


16/49

DPNQLEFVHKMB-


17/49

Hkmbdrnplefs Xlk rk`rnjh bg Deiikttk tnrdkts tlk 01-61 sbmktlejd yknr bih mnj, wlb ievks les

iegk `y tlk snmk vniuks njh nttre`utks DEiikttk hkmbjstrntks ej tlker prbhuft

njh `rnjh. Xlksk ybujd mkj, ieok tlk jkw Deiikttk, nrk sunvk. Xlky ojbw tlnt

drbbmejd mknjs mbrk tlnj n fibsk slnvk, ets n iegkstyik.


18/49


19/49

> ;

0 7

6 4

8 ;

0 7

6 4

8 ;

0 7

6 4

8 6

; 4

0 8

7 8

1

6 ; 7

5 >> >0


37/49

> 6

; 4

0 8

7 8

1

6 ; 7

5 >> >0

Ngtkr dbejd tlrbudl n vnrekty bg drnplef styiks, nt tles pbejt E lnvk nimbst jniezkh

my drnplefs. Xles jni styik wns ejsperkh y mkjs fbibdjk njh wntfl pnfondejd.

Xlk fbibrs nrk ejsperkh y mkjs nffkssbreks ieok dbih wntflks njh info ikntlkr.

Bjfk E jniezkh tlk nkstlktef, et wns knsy tb nppiy tlk styik tb vnreks gbrms.


39/49

> 6

; 4

0 8

7 1

>6

5 >>

>0 >8

Drnplef Nppiefntebj

Qlnsk Gevk


41/49

> 6

; 4

0 8

7

Gillette Rebrand Process Book

Documents

Transcript of Gillette Rebrand Process Book