Ad campaign sample

Starting Situation: Epilators Panasonic along with Braun and Rowenta are 3 leading brands on the market. The share leader is Braun, Panasonic had the 3rd place. The most popular epilators were by Braun and Rowenta. Brand Philips – target audience 45+, Panasonic – 2 segments: minimal among young and middle-aged people.

Object from the Client Side: Fight against the threat to loose market share in perspective. To supply with sales plan for 2007

Strategic Plan:

To increase the number of users of Panasonic epilator among young audience, representing it like the first epilator for any girl. To keep positions among middle aged.

The realization was made according
to the following scheme:

	Object: Save the market share Cooperate in sales plan 2007.
	Marketing Strategy: Focus of all communications on young girls of 15- 20
	Media Strategy: Selection of medias corresponding to the interest of potential product users.
	Выбор каналов коммуникаций: Product integration to TV-show (DOM-2) Direct advertising on TNT channel. Direct advertising in youth’s press, including magazine DOM-2. BTL-action on site "DOM-2". SMS-action.
	Results: The sales plan 2007 is realized. The share of Panasonic market became larger (sales volume was like in 2006, but market capacity in 2007 diminished).

Media realization:

Results:

• Market share of Panasonic epilators didn’t diminish but even became larger. And due to the active actions of Panasonic the market share of Braun reduced.
• The sales plan 2007 is fully realized.