gillette’s cutting edge

8/14/2019 GILLETTES CUTTING EDGE

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The Best a Man Can Get"

GILLETES CUTTING EDGE

AUL HONGKUNG T A( - , )BA FHW S Germany


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THE START


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THE START


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THE START

The first safety razors using the newdisposable blade, were introducedaround 1902

Trac II was the world's first two-bladerazor, debuting in 1971

Gillette Sensor debuted in 1990, and

was the first razor to have spring-loaded blades

In 1995, an improved version, theSensor Excel was released. Thisfeatured "Microfins," a piece of rubber


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PRODUCTS

Mach3 The first three-blade razor,introduced in 1998, which Gilletteclaims reduces irritation and requiresfewer strokes. It claimed fiveimproved microfins

Gillette twin-edge products -- 10 timesmore expensive than other double-blade razors (or often more than

4,750 %) In the Indian market, it launched

affordable products (7Oclock andWilkinson) with buy-2, get-1-free

types of conventional marketing,which hel ed it to boost sales

:Source Daily MailSharp practice? The razor heads that

,cost just 5p to make but sell for.2 43 each


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MARKETING

Strong distribution strategies played aprominent role in the robust growth,as a result of which the brand has

managed to tap both the premiumand the value-for-money consumers Sharat Verma, Marketing managerof Gillette India

The lower-value products, followed thecompanys realisation that while newand improved is still good, lower

price works better in these tough


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CUTTING EDGETECHNOLOGY

MACH3Turbo boasts of anti-frictionblades which reduce the cuttingforce needed to slice through hair

and ultra-soft protective skin-guardwith thinner microfins

M3Power is a battery-powered

version of the Mach3 Turbo razorwhich can also be used with thepower switched off


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BRANDING

There are pressures in good timesand bad but the fundamentalbusiness principles stay the same

Innovate and Delight the Consumerwith the best propositions

Gillette has always strived to help

men across the country look, feeland be their best and thatcontinues to be the equity that

Gillette holds in consumers minds


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BRANDING CAMPAIGN

But the game-changing was aninnovative campaign launched inOctober last year

Till then, MACH3s sales in India hadseen almost a negligible growth. Yearsof conventional product advertisinghad established a good brand imagefor Gillette, but that wasnt enough to

get Indian men to switch to itsproducts WPPs Mediacom launched the India

votes: To shave or not campaign,

which ended up sparking a nationaldebate on the merits of the clean-*Won the Gold and Silver Lionat the Cannes Advertising


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BRANDING CAMPAIGN

A Nielson-commissioned surveyintended to determine the countrysattitude toward shaving. Online and

live polls held in places such as gyms,malls, offices and movie theatre fedthe fire while giving men a chance touse the product

Were clean-shaven men moresuccessful?

Did the nation prefer clean-shaven

celebrities?


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BRANDING CAMPAIGN

Mediacom tied up with NDTV and for8 weeks, the channel ran celebrityinterviews, panel discussions and

news stories around the topic.Similar tie ups were done with radiostations

The logic: Gillette wanted togenerate a talking point on asubject thats not necessarily top-

of-mind


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THE RESULT

12.2 million Indians voted for a cleanshave

It has been very innovative, business

building programme that has hadimpact on brand equity and trials

The survey proved conclusively and

publicly that women preferredclean shaven men

The look emerged as the preferredstyle and was associated with

attributes like confidence, success


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THE EFFECT

Sharing this observation with themen of India created dramaticchange 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


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THE EFFECT

Net profit rose 31% in the firstquarter of this financial year

Gillettes market share increased by35% at one go

MACH3 registered its highest evergrowth in the past 5 years (helping

Gillette achieve overall marketleadership in the category)

:Source Business Standard


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gillette’s cutting edge

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