Branding - Gillette

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The branding campaigns which Gillette took to capture the Indian Grooming market.

Transcript of Branding - Gillette

  • 1. The Best a Man Can Get"
    MBA (FHW-S, Germany)
  • 2. THE START
  • 3. THE START
  • 4. THE START
    The first safety razors using the new disposable blade, were introduced around 1902
    Trac II was the world's first two-blade razor, debuting in 1971
    Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded blades
    In 1995, an improved version, the Sensor Excel was released. This featured "Microfins," a piece of rubber with slits at the top of the cartridge
    Mach3 The first three-blade razor, introduced in 1998, which Gillette claims reduces irritation and requires fewer strokes. It claimed five improved microfins
    Gillette twin-edge products -- 10 times more expensive than other double-blade razors (or often more than 4,750 %)
    In the Indian market, it launched affordable products (7Oclock and Wilkinson) with buy-2, get-1-free types of conventional marketing, which helped it to boost sales
    Source: Daily Mail
    Sharp practice? The razor heads that cost just 5p to make, but sell for 2.43 each
    Strong distribution strategies played a prominent role in the robust growth, as a result of which the brand has managed to tap both the premium and the value-for-money consumers SharatVerma, Marketing manager of Gillette India
    The lower-value products, followed the companys realisation that while new and improved is still good, lower price works better in these tough times
    MACH3Turbo boasts of anti-friction blades which reduce the cutting force needed to slice through hair and ultra-soft protective skin-guard with thinner microfins
    M3Power is a battery-powered version of the Mach3 Turbo razor which can also be used with the power switched off
    There are pressures in good times and bad but the fundamental business principles stay the same Innovate and Delight the Consumer with the best propositions
    Gillette has always strived to help men across the country look, feel and be their best and that continues to be the equity that Gillette holds in consumers minds today
    But the game-changing was an innovative campaign launched in October last year
    Till then, MACH3s sales in India had seen almost a negligible growth. Years of conventional product advertising had established a good brand image for Gillette, but that wasnt enough to get Indian men to switch to its products
    WPPs Mediacom launched the India votes: To shave or not campaign, which ended up sparking a national debate on the merits of the clean-shaven look Vs the hairy look
    *Won the Gold and Silver Lion
    at the Cannes Advertising Festival
    A Nielson-commissioned survey intended to determine the countrys attitude toward shaving. Online and live polls held in places such as gyms, malls, offices and movie theatre fed the fire while giving men a chance to use the product
    Were clean-shaven men more successful?
    Did the nation prefer clean-shaven celebrities?
    And the big one: did women prefer clean-shaven men?
    Mediacom tied up with NDTV and for 8 weeks, the channel ran celebrity interviews, panel discussions and news stories around the topic. Similar tie ups were done with radio stations
    The logic: Gillette wanted to generate a talking point on a subject thats not necessarily top-of-mind
  • 12. THE RESULT
    12.2 million Indians voted for a clean shave
    It has been very innovative, business building programme that has had impact on brand equity and trials
    The survey proved conclusively and publicly that women preferred clean shaven men
    The look emerged as the preferred style and was associated with attributes like confidence, success and being trustworthy
  • 13. THE EFFECT
    Sharing this observation with the men of India created dramatic change in the brands fortunes
    Sales went up by 38% immediately, awareness doubled
    Sales grew 12% higher than the overall grooming industry growth
    Trials increased by 400%
    Source: Business Standard
  • 14. THE EFFECT
    Net profit rose 31% in the first quarter of this financial year
    Gillettes market share increased by 35% at one go
    MACH3 registered its highest ever growth in the past 5 years (helping Gillette achieve overall market leadership in the category)
    Source: Business Standard