GILLETTE knows MEN… …Do ya?!?

MANAGING MASS COMMUNICATIONS

Founded by KING C. GILLETTE in 1901.

The Gentleman’s Choice…

“ A successful razor can be made on the

principles of the Gillette patent…

And the advance of anything known can

be reached. ”

*THE GILLETTE PORTFOLIO*

Target Segment

• Primary segment– Youngsters and Adults aged 16 – 45

years– Focus mainly on teenager and youth

segment that’s why in promotion its always show to be cool image!

– Working segment as for quick shaving

POD & POP…

Nivea Old Spice

Gillette Park Avenue

0%

20%

40%

60%

GILLETTE accounts for 70% global market share

&$7.5 bn annual sales.

600 million men use a Gillette

product everyday!

When BOY meets GIRL…

P&G Rights IssueExchange with Gillette Stocks

$ 54.05/share, $57 bn

100% Gillette shares for 0.975 P&G Shares

(no collar)

P&G ShareholdersStocks Diluted

Gillette ShareholdersGot shares of P&G

$57 BILLION

DEAL!

Market Share

Quality

Competitor analysis (Customer perception of Quality vs Market

Share)

NORTHAMERICA

SOUTHAMERICA

UKEUROPE

AFRICA

ASIA

AUSTRALIA

GILLETTE WORLDWIDE MANUFACTURING SUBSIDIARIES!

Its all about strategy…

Idea..

HOW DID THIS HAPPEN…?

MASS COMMUNICATIONS

* Advertising Program

* Sales Promotions

* Events & Experiences

* Public Relations

Gillette acquired

Oral B (1984)

Wilkinson Sword (1964)

Duracell (1996)

SPORTS MARKETING…

BRAND AMBASSADORS

“The Moment” 2009-11

“Gillette Razor

Zamboni Ad”

April 2009

“Bend it with Beckham”

April, May 2005

“The Best A Man Can Get’’

2004

“Gillette is a sports marketing pioneer that paved the way for modern day sports sponsorship and endorsements.” - Tim Brosnan

“best shave on

the planet”

2006

Impressive campaigning

Think GLOBAL act LOCAL

To reflect local shaving habits, Gillette tailored its advertising and invented a new

product development process!

Gillette, thus, develepod its

positioning in the Indian & Chinese

markets…

INDIACHINA

Gillette has successfully convinced the world that “more is better” in terms of number of blades and other features. Why has it worked?• Since it gave them a lot of options but never overcharged its customers• Customers are always waiting for innovative products from their favorite brands and Gillette has never disappointed them• Extensive consumer research• Impressive marketing knowledge • Successful mass communication

Was appointing Tiger Woods for advertising a mistake?

NO• Although Tiger Woods made a mistake, he is still the epitome of a man who needs the products• The company has nothing specific to do with the personal lives and decisions of their spokespeople • Spokespeople such as Tiger Woods that have encountered controversy have the potential to disruptGillette’s brand equity but in this case it hasn’t due to the non-conflicting attributes it brought to the brand

Can Gillette ever become as successful at marketing to women? Why or why not?

YES• It can market by using its brand name and identity• It can use “sales promotion” with the help of P&G, who are experts in marketing to women• To make this work, Gillette needs to keep the athletic/active demographic in mind when promoting towomen• Gillette could air commercials for their womenproducts during popular sports broadcastings but alsowith award shows• Pinterest and Twitter will be Gillette’s main focus when communicating towards women

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DISCLAIMERCreated by ABHILASH BANUBAKDE, NIT NAGPUR during an internship by Prof. SAMEER MATHUR, IIM Lucknow.