Product & Brand  Competitors  Gillette commands about 48% of the shaving gel and foam market.  Market Share  2nd behind Gillette with 29% of the shaving gel and foam market.  Current Position  2 nd rate to Gillette.

Marketing Challenges  Gillette spent $33.3 million in 2009, more than triple the $10.5 million spent by Edge.

Target Customer  Prospect: James Ford  Age: 23  Location: Urban  Occupation: Recent College graduate who works in a business causal setting.  Buys shaving products at local convenient stores such as Walgreens or CVS.  James is interested in buying shaving products to keep up his appearance in the workplace.

Tagline  “What’s Your Edge?”

Magazine Ad 1

Magazine Ad 2

Magazine Ad 3

Magazine Ads

Billboard

Promotion and Social Media Movember Picture competition Chance to win a trip to Sydney, Australia to see Bruce Springsteen on February 19, 2014

Guerilla Marketing Concept Free shaves in malls throughout the holiday season.

Website and Mobile

TV Commercial

Summary & Questions