“The Best a Man Can Get"

GILLETE’S CUTTING EDGE

PAUL HONGKUNG T AMBA (FHW-S, Germany)

THE START

THE START

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

PRODUCTS

• 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 (7O’clock and Wilkinson) with “buy-2, get-1-free” types of conventional marketing, which helped it to boost sales

Source: Daily MailSharp practice? The razor heads that cost just 5p to make, but sell for £2.43 each

MARKETING

• 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 – Sharat Verma, Marketing manager of Gillette India

• The lower-value products, followed the company’s realisation that while “new and improved” is still good, “lower price” works better in these tough times

CUTTING EDGE TECHNOLOGY

• 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

BRANDING

• 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

BRANDING CAMPAIGN

• But the game-changing was an innovative campaign launched in October last year

• Till then, MACH3’s sales in India had seen almost a negligible growth. Years of conventional product advertising had established a good brand image for Gillette, but that wasn’t enough to get Indian men to switch to its products

• WPP’s 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

BRANDING CAMPAIGN

• A Nielson-commissioned survey intended to determine the country’s 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?

BRANDING CAMPAIGN

• 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 that’s not necessarily top-of-mind

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

THE EFFECT

• Sharing this observation with the men of India created dramatic change in the brand’s 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

THE EFFECT

• Net profit rose 31% in the first quarter of this financial year

• Gillette’s 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