"The biggest launch in Western Europe...."

On June 12^th 2008, the IE Marketing Club welcomed Procter&Gamble to discuss "the biggest launch in Western Europe" - the launch of Gillette Fusion, a new and innovative razor which did not only have blades on one side, as the Mach3 but also a short trimming blade on the other side of the razor, allowing for a whole new shaving experience.

Demian Pintos and Javier Martinez, the two P&G brand managers, explained, that at the time, P&G held 91% of the blades and razor category, 62% of the disposable razor category and was able to maintain 80% of consumer loyalty.  Despite the fact, that the older population as part of the life cycle was leaving the category, men's care showed continuing growth with 5-10% increase every year.  P&G found that 67% of males buy razors themselves and that there was a 100% conversion rate from disposable razors to blade systems.  In addition, their star product Mach3 had reached maturity.  With grooming marking the cornerstone of men's care category, P&G developed a superior razor that moisturized as it shaved and contained an additional blade to shave "hard-to-reach" places.  "When you are already the market leader, it is hard not to rest on your laurels. In order to stay at the top you have to constantly innovate and aim at improving your product", Demian Pintos explained. P&G realized that launching a new product would cause cannibalization amongst their other blade systems, however, sales margins were expected to be promising.

The Gillette management team had thought of something different for the launch of the new fusion product. They were striving for a logistically challenging, big bang launch which took place February 28 2008.  "We call this approach a Harry Potter launch, where in one day, Gillette Fusion was made available everywhere with elaborate displays following extravagant trade support", the P&G managers explained.  In addition, a teaser campaign was developed, were the company tried to create hype through kindling the consumer's curiousness for the new product. During a two-month period, 60 Fusion ambassadors "generated excitement, awareness, and education" as they traveled throughout Spain in two buses to four cities.  The last week before the launch, a nationwide teaser campaign was developed to keep consumers wondering and curious what Fusion was all about.  The company advertised the same Fusion TV spot during primetime on every channel in Spanish television. Other means of promotions included direct mail and internet optimization tactics like e-mailing and Fusion banners. 

As mentioned before, on the designated day X the company had to make sure that all supermarkets and outlets had the product in stock that they had received sufficient delivery and that none of them was going to shelf the products before they were supposed to. "This can be quite challenging, and as P&G we are lucky that we can rely on our good client relationships to make such events possible".

In terms of campaign content, the brand managers focused on the consumer needs identified through extensive market research. Mr. Martinez explained, "Men want security, comfort, and a close shave" when they choose a blade system.  The marketing professionals supporting the campaign felt Gillette Fusion made men, "look and feel their very best."  That is why they decided that they would continue with their successful strategy of using celebrity endorsement from David Beckham, like they had done with the Mach3. "We felt like David, at the time, best represented what we wanted our innovative product to stand for." In the end, the elaborate product launch, which of course was supported by a large advertising budget, enabled Fusion alone to take over 17% of men's shaving systems category, cannibalizing only little of the existing Gillette products, in fact, growing the category and the market itself.

Overall, the case presented by P&G shows, what challenges even a market leader has to face and how, even if it seems that the market is divided upon your own product and the competitors, growth can be achieved through not only stealing market share from your rivals but also through growing the category in itself. The IE Marketing Club was very proud to host P&G and would like to take this opportunity to thank the participants again for sharing their "real life marketing session" and the continuous challenges faced by a brand manager with the interested audience.

By Fanny L. Cardona

Bar Of The Week for Saturday the 19^th of July is:

¿Donde/Where? SHOKO
¿Qué/What? BOTW  and graduation party for Global MBAs
¿Quiénes/Who? Everyone is invited / todo el mundo.
¿Cuándo/When? Saturday the 19^th of July, 2008
¿Horario/Schedule? 22:00 - 05:30
¿Dirección/Address? Calle Toledo, 86 MAP
¿Metro? La Latina

Important to bring IE Student card. Free tapas and cocktail snacks will be served. So those who would like to take advantage of this new concept should arrive before 22:00. 

BOTW would like to remind you of the upcoming event: END OF EXAMS PARTY!!!!!

on Wednesday, July 23 at 10:00pm.

This is the last night where all sections can party under one roof (in the open) before splitting for electives and exchanges.

¿Host? Hernan, Jenny, Tom & Friends!

¿Dónde/Where? Salida 23 de la Nacional 1, carrtera de Algete Km 0,4, Madrid

¿Qué/What? END OF EXAMS PARTY!!!!!
¿Quiénes/Who? Everyone is invited / todo el mundo. Open to IMBA, MBA, EXMBA, MM, All programs and IE Friends!
¿Cuándo/When? Wednesday, July 23
¿Horario/Schedule? 10:00pm  - 5:00am
¿Dirección/Address? Salida 23 de la Nacional 1, carrtera de Algete Km 0,4, Madrid
¿Metro/Bus? Refer to previous mails and links below for more information

To see more details and RSVP, follow the link below:
http://www.facebook.com/p.php?i=5312383&k=Y2E55WV4Q46M5AAFQ15XQQ

Everyone can join Facebook. To register, go to:
http://www.facebook.com/p.php?i=5312383&k=Y2E55WV4Q46M5AAFQ15XQQ&r

El Director Ejecutivo de la Consejo Nacional de la Competitividad de la República Dominicana visitó el Campus del IE, convocado por el Club de Dominicanos para dirigir la conferencia "La Competitividad en la Agenda del Estado Moderno, el Caso República Dominicana".

Madrid, España (8 de julio de 2008) - Con una audiencia compuesta por estudiantes, funcionarios diplomáticos de otras delegaciones y funcionarios del Gobierno Español, se llevó a cabo en el Aula Magna del IE Business School la conferencia titulada "La Competitividad en la Agenda del Estado Moderno, el Caso República Dominicana". En esta ocasión contamos con el más alto representante del tema en Rep. Dominicana, el Señor Andrés Van Der Horst Álvarez, Director Ejecutivo del Consejo Nacional de la Competitividad.

El panel estuvo compuesto por el Señor Julio de Casto, Vice Decano de Investigación del IE Business School y por el Señor Andrés Van Der Horst Álvarez.

La conferencia inició con un pequeño esbozo acerca de la competitividad en el Estado. A seguidas, el conferenciante, explicó detalladamente cómo se ha concebido este tema en el seno del gobierno de la República Dominicana, así como cuales fueron los pasos que se siguieron lograr un Plan Nacional de Competitividad Sistémica, el cual está siendo estudiado por otros países de la región latinoamericana. A seguidas se trato el tema de marca país, el cual tuvo gran atracción para los asistentes.

Al terminar su intervención se pasó a la ronda de preguntas y comentarios. Esta parte resultó ser muy interesante porque el conferenciante contestó a diferentes puntos de vista de los asistentes.

Inmediatamente después, se pasó a degustar un cocktail en honor a nuestro distinguido invitado, en el cual él continuó intercambiando ideas con los asistentes durante alrededor de 35 minutos.

Al finalizar el evento, los coordinadores de la conferencia por parte del Club de Dominicanos, Josué Arbaje (MBA 2008) y Carlos Caraballo (EMPA 2008), agradecieron al conferenciante por su asistencia, así como también a los invitados por asistir.

On July 3rd, 2008 the Colombian Entrepreneurs Club had the honor to present Dr. Efraín Cepeda Sarabia, a long-standing Colombian congressman and President of the Colombian Conservative party. During the 1 hour debate he addressed topics like the economic impact of the relationships between Colombia, Ecuador and Venezuela as well as the miraculous rescue of Ingrid Betancourt and 14 other kidnapped prisoners and how this would affect Colombia's future and its economy.

The conference took place on IE premises and hosted a full house of students from many different nationalities, which were able to ask questions and dialogue with the congressman during this time.  The Colombian Entrepreneurs Club was very pleased with the success of the event and is very excited with the future speakers they have lined up to talk at our school.

 

 

El pasado 3 de Julio de 2008 el Club de Emprendedores Colombianos tuvo el honor de contar con la presencia del Dr. Efraín Cepeda Sarbia,  Senador de la República y Presidente del Directorio Nacional Conservador. Durante una hora de debate  se refirió a varios temas de gran actualidad tales como el impacto económico de las relaciones bilaterales entre Colombia, Venezuela y Ecuador así como el milagroso rescate de Ingrid Betancourt junto con otros 14 rehenes y de cómo esto podría afectar al futuro de Colombia y a su economía.

 

 

Bar Of The Week for Friday the 11^th of July is

Donde/Where? Boulevard
¿Qué/What? BOTW
¿Quiénes/Who? Everyone is invited / todo el mundo.
¿Cuándo/When? Friday the 11^th of July, 2008
¿Horario/Schedule? 11:30 - 06:00
¿Dirección/Address? Paseo de la Castellana, 95, next to Moda Shopping and behind Torre Europa
¿Metro? Santiago Bernabeu

Important to bring IE Student card. Ask for Javier Gonzáles. Drinks 7 Euros. Very important to dress smart. No casual clothes will be accepted.

El Club de Emprendedores Colombianos tiene el orgullo de presentar una charla con

Efraín Cepeda Sarabia
Congresista Colombiano y Presidente del Partido Conservador

(Ver biografía)

 El tema a discutir es:

El impacto económico de las relaciones entre Colombia, Ecuador y Venezuela

Fecha y lugar: jueves 3 de julio, de 4pm-5pm, aula S-101

Esta es una gran oportunidad de entender los problemas y el impacto económico que tienen las relaciones entre estos 3 países y de hacer preguntas a este gran personaje de nuestro país. No se lo pierdan!!!

Nota: Conferencia será en español.