Date:
To:
From:
Subject:
July 12, 2010
Kim Madeleine
Eric Zimmerman
Assignment #1
Products:
Gillette Fusion Proglide, Old Spice Deodorant/Body Wash, and Olay Regenerist
Micro-Sculpting Serum (I included a third product here because the second was
poorly advertised -- as noted below -- and I wanted to have at least two decent
products for this assignment, just in case it was preferred)
Store:
Kroger in Birmingham at 15 mile and Woodward
Manufacturer Coupon Experience:
First of all, as a first-time customer at this particular Kroger (I typically use the one at 13 mile
and Woodward), before even locating the products, I was overwhelmed by the difficulty in
navigating the isles; there was not a straight path at the ends of the isles to connect them all
together like there usually is in any other grocery store. Instead, there were isles of varying
lengths, cutting off customers from the main path and forcing them to walk around the extended
shelves. Despite this confusion, however, I was eventually able to locate the health & beauty
isle and find a number of products which were in the P&G coupon booklet that I brought with
me (see attachment).
First on my list was the “NEW! Gillette Fusion Proglide,” providing “Gillette’s Best Shave or
Your Money Back.” This product had prime shelf space. It was not positioned near the
corners of the isle where consumers might pass it on entry or exit, but instead it was located
smack-dab in the middle of the isle, where consumers are more likely to slow down and look at
the items on the shelves. Moreover, the product was positioned almost exactly at eye level -- it
was a little higher than my personal eye level, and even though I am not particularly short, there
are still a lot of men taller than myself, such as Professor Madeleine for example. And just
below the Proglide handle + razor was located the extra pack of razor heads for the new
Proglide; mind you the Gillette coupon offered here is for the handle and the accompanying one
razor head only, not the extra razor heads, which encourages a trial purchase of the new razor at
a discounted price, but forces future use at normal, undiscounted prices.
In addition to the prime shelf space, this product had a point-of-purchase (POP) display.
Directly on the shelf between the product line was a shelf card that stuck out about six inches
into the isle, meant to grab the consumer’s attention. This POP display was designed in the
exact same manner as the coupon, using the exact same color scheme and font types as the
coupon so that a customer aware of the coupon, or of the accompanying television commercials
(which also use the same design features), would quickly and easily recognize the product and its
location. Although I do not know whether this is a major store for this particular product, I
would say that this POP display was both effective and ineffective. It was effective in the sense
that it was easily recognizable, located well, and probably less expensive than a larger POP
display, which, if this was the goal, then it was an effective display. If the goal was to break
though the clutter, however, then I would consider it ineffective, because half the “new” products
in the isle had shelf card displays, and this particular one wasn’t any different.
The second product in the coupon booklet that I located was the Old Spice Deodorant/Body
Wash, which, in my opinion, was very poorly advertised (and by advertised I mean set up).
First of all, although this deodorant was, like the Gillette Fusion Proglide, located in the middle
of the isle and at about eye level (second shelf from the top), it was almost five feet away from
its accompanying body wash, which was not at eye level but was closer to knee level.
Moreover, there were only four rack spots for the items to be stocked; two for the deodorant and
two for the body wash, as opposed to the eight rack spots for the Gillette Fusion Proglide.
In addition to the poor shelf spacing, the Old Spice Deodorant/Body Wash did not even have a
discernable POP display anywhere in the store. And, as if the separation, scarcity and lack of a
POP display weren’t enough, the deodorant was practically placed behind a POP display for a
different product entirely, making it virtually invisible from one side of the isle. What it did
have, however, was a Kroger advertisement label as being sold for the “Low Price” of $4.43.
Nevertheless, with all of this in consideration, I would argue that the Old Spice Deodorant/Body
Wash promotional sale was very poorly conducted at this particular Kroger store.
Lastly, and perhaps unnecessarily, I located the Olay Regenerist Micro-Sculpting Serum as a
third product. This item was advertised more similarly to the Gillette Fusion Proglide than to
the Old Spice Deodorant/Body Wash. The Olay Regenerist was also located in the middle of
the isle and it too occupied eye-level shelf space. Furthermore, this product also had a handful
more rack spots than the Old Spice Deodorant/Body Wash. Additionally, there was another
shelf card POP display to accompany the product’s shelf space. Like the Gillette shelf card, this
POP display also mimicked the fonts and colors of the relating coupon, and even though the
design was slightly different, the resemblance was unmistakable even at a glance, which is
especially key in attempting to catch the consumers’ eye during their quick, one-stop shopping.
Overall, I would argue that this particular POP display had about the same effectiveness as the
Gillette Fusion Proglide POP display, in the sense that it was easily recognizable, well located,
and probably less expensive than a larger display, but lost in the isle’s clutter of shelf cards.
Favorite POP Display:
Personally, my favorite point-of-purchase display in this Kroger store was a display
accompanying Gatorade’s new G Series product, primarily because it wasn’t a typical POP
display, at least in terms of the ones I am used to. In fact, it is not even listed in the common
examples of POPs that our Advertising and Promotion textbook offers, which include,
“end-of-isle displays, banners, posters, shelf cards, motion pieces, and stand-up racks, among
others” (545). It was unique, and perhaps difficult to describe, but I’ll do my best: It was a
3D-like display that attached itself to three tiers of shelf space and jutted out towards the isle and
actually added shelf space to the front of the existing shelves, closed off by two sides and a top
that curved back behind the top shelf. Moreover, there were three of these in consecutive order
with a three foot space in between. Each was labeled with a number and name that fit the new
G Series product, including (01) Prime, (02) Perform, and (03) Recover. In addition to the
attention caused by the isle-intrusion, the side panels were also covered in a bright, florescent
orange color that demanded the eye’s attention, abetted by the fact that it was directly at eye
level anyway. This was my favorite POP display because it was unique, it demanded attention,
and it educated the consumer about the product being offered, all in one display.
Target Demographics and Other Advertising Methods:
Gillette Fusion Proglide:









Gender- Dark blue colors are stereotypically masculine and the slightly
higher shelf space indicates a generally taller male demographic
AgeAgain based on the height of the shelf space, this is a product not
meant for young, short children, but for tall, grown men, roughly 18-44, as the
TV commercials suggest
RaceAlthough the commercials seem to use primarily White actors,
indicating a primarily white target demographic, the coupon add and shelf
card both included a Spanish translation, indicating a possible appeal to the
Hispanic demographic in the area (but, at least from my experience,
Birmingham is a mostly White inhabited city)
Life Stage- Somewhere between collegiate and adult, again referencing the
shelf height and the fact that it has a coupon indicates an older demographic
that is not looking to spend a fortune on a razor
Birth Era- Primarily Generation Y, indicated by the focus on “Breakthrough
Blade Technology,” with “Technology” being a key word here. Some older
generations might perhaps be turned off by all the new technology in
existence, but the younger generations, such as Generation Y, are very
saturated in technology and seem to welcome it more openly
Household Size- N/A
Residence TenureN/A
Marital StatusPerhaps single, dating, or newly married, but mostly
for men who are still seeking to impress women, which, according to Gillette,
can be accomplished with a smoothly shaven face
Other AdvertisingMaybe some morning TV/radio commercials during
times either when people are waking up to the radio (if people still do that) or
when they are driving to work after shaving in the morning, when it is still
fresh on the mind. Also in other mediums such as Magazines and websites
that appeal to people who like new “technology,” because that is exactly what
this Proglide advertises.
Old Spice Deodorant/Body Wash:

Gender- Not entirely determinable, but I would argue that the Body Wash is
more masculine oriented than feminine, especially with the blotchy lettering,
metal-like background on the label, and the word “Devastates” on the bottle,
each of which reflects a more masculine stereotype of rough and tough, and
strong and rugged. Thus, when being sold specifically with the Fiji
Deodorant, I would argue that both are geared more toward males than
females.








AgeBased on the ages of people who would typically use
deodorant/body washes, and the fact that it this deodorant is advertised as
smelling like “palm trees, sunshine, & freedom,” I would argue that it is
targeting young men between 18-34, those men who have lost their old
freedom of summers and sunshine to work and other things that cause them to
perspire in the first place.
RaceThere aren’t any specific reasons that I can determine behind
which racial demographic is being targeted here, but if I had to guess, I would
say Whites, because there aren’t any Spanish translations like in the Gillette
ad, and it doesn’t appear to be appealing to any other recognizable stereotype.
Life Stage- Most likely adult, such as those working in an industry that would
recognize the metal texture on the body wash label, or those who enjoy
vacations in locations where there are actual palm trees, places where people
in other life stages can’t typically afford to go on their own.
Birth Era- Again, probably Generation Y, because it is this younger
generation that would likely be more concerned about how they smell
(especially when trying to appeal to a specific gender in search for a partner).
Household Size- N/A
Residence TenureN/A
Marital StatusPerhaps single, dating, or newly married (see Birth
Era).
Other AdvertisingFirst of all, I would at the least suggest a shelf card
like the rest of the couponed products. Beyond that, however, maybe some
morning TV/radio commercials that might appeal to people when they are
putting on their deodorant and/or body wash in the morning, or maybe better
would be during times when people might be feeling the effects of smell or
dirtiness in the day, such as on the way home from work or after getting home
from work and before going out afterwards (if that is what the target audience
does). Print is not out of the question either, maybe in magazines that are
typically put on racks in hygienic places.
Olay Regenerist Micro-Sculpting Serum:




Gender- Female, because our society dictates that women be concerned
with their appearances more so than men, especially when it comes to
preventing age lines, and these products are designed to be small enough to fit
into a purse, but definitely not into a wallet or even comfortably in one’s
pocket.
Age35-64, at ages when women might be most concerned with
wrinkles and other skin care issues
RaceI’m not that this particular advertisement targets a particular race,
and if it does then it is beyond my current scope of understanding.
Life Stage- Anywhere from adult to approaching senior status, again seeking
ages that might face sculpting issues (Note: the coupon is for the
micro-sculpting serum only, not for the anti-aging eye roller that is also in the
advertisement, but it is included to help target and narrow down the





demographic appeal).
Birth Era- Mostly Generation X, but potentially some Generation Y as well.
Household Size- N/A
Residence TenureN/A
Marital StatusPerhaps indeterminable, but potentially available
women (never married, separated, divorced, widowed, etc.) more so than
married women.
Other AdvertisingI am not especially familiar with this demographic,
but in order to reach them, I might suggest restroom advertisements in places
like restaurants, locations where there are mirrors for consumers to see
themselves and be made to think that they could use some Olay Regenerist.
Gatorade G Series:









Gender- Both genders, but arguably more male than female. The
advertisements included athletes such as Usain Bolt, Serena Williams, and
Peyton Manning, therefore indicating a 2/3 male athlete versus 1/3 female
athlete appeal.
Age12-34, ages that look up to said athletes, ages that participate in
physical activity that would even necessitate Gatorade’s G Series, and ages
that can actually see and reach them on the shelves in the first place.
RaceBased on the same principles as Gender, it could be argued that
this product is targeting 2/3 Blacks and 1/3 Whites.
Life Stage- Anywhere from Youth, through collegiate, and to adult (See Age).
Birth Era- Generation Y, because these are athletes who have become popular
during this Generation, not using older and/or retired athletes more familiar to
Generation X, for example.
Household Size- N/A
Residence TenureN/A
Marital StatusN/A
Other AdvertisingThe classic TV and radio commercials would be
most beneficial during sports and other fitness related activities, also in
athletic-related print material. Beyond this, however, one idea might be to
promote this new product during semi-local/regional sporting events, such as
high school state championships or various sports tournaments, and of course
big sports stadium events. It could be promoted with demonstrations and
even small trial samples.