On October 23rd, 2014, we updated our
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Advertising does not create a need, only a brand image.
Expensive and do not last long
Hair gets stuck between blades
Recommendation (Value Perception) Mach 3 Sensor Excel Vector Plus Presto 7 O’Clock Ready II
New segment – Travel
“ Travel” (not disposable) razor backed by promotion
Eventually reduce price of Presto and make it a transitioning product
Increase space between blades
Enhance life of the blade.
Gillette Sensor Travel is the latest travel variant of the Gillette Sensor brand. It combines the smooth shave and the long-lasting blades of the Gillette Sensor brands, with a great new hassle-free usage convenience.
Kabhi Bhi, Kahin Bhi
We’re targeting travellers:
Urban students and working professionals in the 16-30 years age group.
Those who like adventure sports and travel
This positioning would appeal to even those who would like to belong to this segment (aspirational)
B lack with neon blue and neon green outlines, communicating a futuristic product.
Twin blade shaving system with a non-replaceable head.
Increased gap between blades to ease cleansing
S ingle razor pack only
Packaging to emphasise lasting quality of the blade
Travel hubs: railway stations, airports, bus stations, and at retailers through our normal distribution channels.
Introductory phase: on the Railway Stations and Bus Depots only
Advertisement will communicate both the long lasting nature and easy usage of the product.
Print: travel supplements of newspapers, Outlook Travel and the Outlook Travel website.
TVC launch three weeks after product launch, with advertising on niche market channels like Discovery Travel & Living.
Hoardings at Bus Depots and Railway Stations.
Sales Promotion: 1 free 15gm Gillette Shaving Gel with the razor.
TVC A group of 4 friends go for trekking in the picturesque mountains Day Three: all but one have stubbles Day Five: Three have beards, fourth is clean shaven. Three follow fourth to a mountain stream. He’s shaving with a Gillette Sensor Travel Gillette Sensor Travel – Anytime, Anywhere.
Print Anytime Anywhere Product Features Advernture Sports Or Travel (One guy is rock climbing, other is sitting on a ledge and shaving)
Run TV campaign on niche market channels like HBO, MTV, Channel [V] for a two-week period every four months.
Advertise during 1 cricket series featuring India, every year.
Product to now be made available in packs of 3 to take advantage of increasing volumes.
Free razor with a 200gm bottle of Gillette Shaving Gel.
Sponsor shows on the Sports Channels – Barclay’s English Premier League, and on Discovery Travel & Living.
Tie-up with Indian Railways to print a simple (removable) advertisement or a watermark on the Railway ticket, to increase sales as decline approaches
Gillette Sensor Travel
Introduce a product variant: Gillette Sensor TravelX – an adventure sport variant, with a shaving gel tube embedded in the handle, priced at Rs.20.
Offer at 10% discount to Railway travellers.
Initial F/b & Test marketing response to determine marketing strategy
Impulse purchases: POP advertising & Indian Railway tie-up critical
Poor initial response – shift the tie-up with the Indian Railways to the growth stage.