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Venus

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This report outlines the requested Integrated Marketing Communications campaign (IMC) for the
Procter & Gamble subsidiary Gillette, specifically for the most recent and advanced female razor: the
Venus Embrace. The 2010 Winter Olympics held in Vancouver‐Whistler offer a unique opportunity to promote the Gillette Venus Embrace razor by capitalizing on the Olympic passion and enthusiasm.
The female razor industry in Canada is valued at approximately $150,000,000 CDN, with the Venus brand currently controlling 28% of this market. The IMC plan is designed to increase the Venus brand market share by 3.13% to 31.13%.
The target audience of the campaign is generation Y females; those aged 16 to 29 years old. There are approximately 2,881,457 Canadian females with our target audience. The IMC is specifically designed to target those with a high propensity for fashion and superior personal hygiene care.
The report identifies key stakeholders, analyzes the Gillette company strengths, weaknesses, opportunities, and threats, and breaks down strategic decisions which lead to the communication and marketing objectives of the IMC plan. Additionally, a competitive analysis of the industry has been included. The Venus Embrace is positioned as a super premium razor, with five blades delivering the closest, smoothest shave a woman can get. The current Venus Goddess campaign is in its ninth year, and is in need of a revival, with specific consideration paid to the Olympic opportunity in Canada. The campaign capitalizes on being beautiful both inside and out. “Embrace Your Five” is used as a tag line that makes reference to the five blades of the razor, the five unique qualities of the razor, the five Olympic Rings, and the five personal qualities that make a woman beautiful inside. Utilizing the fervour surrounding the Olympics, the Venus Embrace will use four

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