Company Name -: P&G (Procter & Gamble)Brand Name -: GilletteSubmitted in fulfillment of the Requirements of the Advertising & Sales PromotionCourse of Post Graduate programme (PGP).Submitted By -: Abhay Pratap ( PG20095315)Submitted to -: Mr. Anurag Hans
Table of Contents1-: Company Details2-: Brand Details3-: Competitors Analysis4-: Agency Details for the Gillette5-: Consumer Response Model for the Category6-: Source, Message & channel factors7-: Objectives of Gillette8-: Consumers feelings (FCB Grid)9-: Designing Communication10-: IMC Recommended Mix for the Gillette11-: Sales Promotion
Company DetailsProcter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500 American multinationalcorporation headquartered in Downtown Cincinnati, Ohio that manufactures a widerange of consumer goods. As of mid 2010, P&G is the 6th most profitable corporation inthe world, and the 5th largest corporation in the United States by market capitalization,surpassed only by Apple, Exxon Mobil, Microsoft, and Wal-Mart. It is 6th in FortunesMost Admired Companies 2010 list. P&G is credited with many business innovationsincluding brand management and the soap opera.According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising thanany other company; the $2.62 billion spent by P&G is almost twice as much as thatspent by General Motors, the next company on the Nielsen list. P&G was named 2008Advertiser of the Year by Cannes International Advertising Festival.
Brand DetailsGillette is a brand of Procter & Gamble currently used for safety razors and shavecare and among other personal hygiene products. Based in Boston, Massachusetts, it isone of several brands originally owned by The Gillette Company, a leading globalsupplier of products under various brands, which was acquired by P&G in 2005. Theirslogan is "The Best a Man Can Get". The original Gillette Company was founded byKing Camp Gillette in 1895 as a safety razor manufacturer.On October 1, 2005, Procter & Gamble finalized its purchase of The Gillette Company.As a result of this merger, the Gillette Company no longer exists. Its last day of markettrading - symbol G on the New York Stock Exchange - was September 30, 2005. Themerger created the worlds largest personal care and household products company.The Gillette Companys assets were initially incorporated into a P&G unit knowninternally as "Global Gillette". In July 2007, Global Gillette was dissolved andincorporated into Procter & Gambles other two main divisions, Procter & GambleBeauty and Procter & Gamble Household Care. Gillettes brands and products weredivided between the two accordingly. Product Categories: Safety razors and shave care Shave Care. Deodorants /Antiperspirants Wash Care
Competitors AnalysisHLLHindustan Lever Limited, which is now called as Hindustan Unilever Limited, is asubsidiary of Unilever (USA). It is the largest FMCG Company in India. It is also reputedto be the largest exporter of India. Its distribution network is very strong. It has over2000 suppliers and associates and about 7000 redistribution stockists. With thismassive distribution network in place, HLL enjoys commanding position in many FMCGproducts in Indian market. In the Shaving Cream/Gel/Foam category also HLL has twobrands. Both of them are very strong brands in the Indian market. With the help of itsdistribution system these brands have a deeper reach to the Indian consumers. Thesebrands are shown in the tree below: HLL‟s Shaving Cream/Gel/Foam:Colgate-PalmoliveColgate-Palmolive is one of the largest companies in the FMCG sector. The Companyhas launch of its International Palmolive Shave Gel and Palmolive Shave Foam in theyear 2000, in response to growing consumer interest in skin conditioning benefits. TheChairman of Indian Operations mentioned that the company‟s strategy for PersonalCare is to remain in top niches. Every year, they intended to take 3-4 initiatives.Colgate-Palmolive has shaving products under the brand name Palmolive shavingcream. It has three variants in the shaving cream/gel/foam category. They are shownbelow:
GodrejGodrej is also a competitor for Gillette because it is also in the segment of ShavingCream.FaOther BrandsOther competitive brands like Dettol and Park Avenue are also there in the marketscene.Safety Razors:Schick Wilkinson Sword is a wholly owned subsidiary of Energizer Holdings. It is theworlds No. 2 shaving products business after Gillette. Schick Wilkinson Sword marketsa wide range of shaving products for men and women, mainly in the wet shave sector,although it also produces a small range of electric shavers for women
Advertising Agency and Its Engagement Details:Weber Shandwick Agency is a Full Service Agency to P&G for Gillette. WeberShandwick‟s W.A.L.S.” (Women Against Lazy Stubble) campaign launched GilletteMach 3 Razor in India.The W.A.L.S. campaign for men‟s grooming brand Gillette creatively mobilized womenin India to advocate for men to adopt the clean-shaven look. The campaign utilized theresults of an AC Nielsen survey that showed that 85% of Indian women prefer clean-shaven men, a finding that runs contrary to the look that numerous Indian men andeven celebrities often wear. Corporate Voice I Weber Shandwick leveraged this surveyresult to create the women‟s advocacy group W.A.L.S that led to the “Shave IndiaMovement” to convince men to shave. The campaign, culminating in a mass“Shaveathon” in which approximately 2,000 men publicly shaved their beards usingGillette‟s Mach 3 razors, created world records in the Guinness World Book of Recordsand the Limca Book of Records in India..Weber Shandwick provides strategy and execution across practices to its client P&G.The practices include consumer marketing, healthcare, technology, public affairs,financial services, corporate and crisis management Its specialized services includedigital/social media, advocacy advertising, market research, and corporateresponsibility. In 2010, Weber Shandwick was named Global Agency of the Year by The HolmesReport for the second year in a row; an „Agency of the Decade‟ by Advertising Age andmany such equals.The Print Ad campaign By MEDIACOM MEDIA INDIA „To Shave or Not to Shave‟ wonthe Golden and Silver Lion at Cannes.
Consumer Response Model For the CategoryWith the modern day customer becoming more aware about hygiene and relatedproducts, the customer involvement and differentiation has drastically increased. Withthe competitors increasing day by day, the availability of substitutes has also increased,thus it requires greater awareness knowledge, liking, preference and conviction on thecustomer‟s end in order to seal the deal (purchase). By the hierarchy of effects model,we are trying to show the consumer responses and attitude towards Gillette.The awareness about Gillette as a brand is high in Indian markets. The knowledge thatthe company may want its target audience to know is well conveyed by interactivemarketing tools like internet, where the Gillette‟s website shows the benefits of shavingwith a Gillette Kit (Gillette razor + Gillette shave care), it also demonstrates a safer wayto shave. The hygienic aspects of the same are well covered. Also shaving of groin isdemonstrated very well.The liking, preference and conviction is also addressed through a revampedcommunication strategy.However, the purchase in Indian market was triggered by two back to back successfulcampaign -: „Shave Indian Movement‟ and W.A.L.S (Women Against Lazy Stubble),where 2000 men tried out the Mach 3 razor shaving all at once, which also was featuredin the Guinness Book of World Record.The purchase can be triggered by three means- offering a product at lower price,offering at premium and letting the target audience try out the product.Gillette followed the Second & Third Stage.
Source, Message and Channel FactorsSourceThe effectiveness being the main criteria here, the source should be credible to have aninternational appeal to an international brand like Gillette. Considering which, Gillettehas endorsed ambassadors like Roger Federer (Tennis ace), Rahul Dravid (cricketstar), Thierry Henry (Football Star). These international stars create similarity, familiarityand likeability towards the brand.Endorsement and dramatization by these stars has helped the brand to capture eye-balls.The brand always runs a risk of endorsing a star. An e.g. of which is given below-:„Curse of Gillette’There were calls to boycott Gillette products given their association with Thierry Henry,after a handball by Henry went undetected by referees and allowed France to knockIreland out of a major football competition. Marketing experts have highlighted "thecurse of Gillette", given the mishaps that happen to sports stars associated with thebrand. The latest one being Tiger Woods.As a result of which, Gillette in India no longer has endorsers and is running high with itsplan to connect with the youth of India.MessageThe Best A Man Can Get is the message well suited for safety razor and shaving caresegment. Gillette with the help of this message has transformed a basic act of shavingto a powerful medium for customers to walk in gait with.The ads and the campaign give an emotional connect to the target audience. Thedemonstration gives a sense of credibility and removes the communication gap, if thereexists.Gillette has used great use of Visual vs. Verbal demonstrate the ad. The primacy andrecency is well used in ads to trigger response (W.A.L.S ad).
Channel factorsGillette has used a good combination of print and broadcast media.Example of Broadcast media:The W.A.L.S. campaign for men‟s grooming brand Gillette creatively mobilized womenin India to advocate for men to adopt the clean-shaven look. The campaign utilized theresults of an AC Nielsen survey that showed that 75% of Indian women prefer clean-shaven men, a finding that runs contrary to the look that numerous Indian men andeven celebrities often wear.The example for print media was “Shave India Movement”.Interactive/ Digital mediaAppealsGillette has a very emotional appeal to its customers. The basic sense of pride thatcomes by using Gillette is appeal that its advertisements give. Sex appeal was alsobeing portrayed by the W.A.L.S campaign. Where it said Women Against Lazy Stubble. Objectives of the Gillette To shift the customers gradually from two blades razor segment to high premium three blades razor segment. Convert the conviction of the customers to action i.e. purchase (refer hierarchy of effects model).
FCB GRID For GilletteHere in the FCB Grid the Consumer feelings of Gillette is totally lieunder Feeling Which mainly consist of self satisfaction. Because theproduct of Gillette are low involvement product. In this productcategory ,consumer first purchase the product and use it, then he feelthe product and after that learn about it ( like “the product is smotheror not”)
Recommendations for Sales Promotion Gillette can sponsor sports event like the FIFA or upcoming Common Wealth Games, New Delhi. The frequency of the broadcasted ads can be increased in order to prevent the brand recall. The advertising budget can be balanced between safety razors, shaving care, deodorants and wash in order to promote the later three. At present, the bulk of the advertising is directed towards safety razor segment. Gillette can use its razor popularity to sell the shaving care segment by sampling, premiums and gifts.