Your SlideShare is downloading. ×
Gillette Sensor Travel
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Gillette Sensor Travel


Published on

Marketing Plan For Disposable Razor (from college)

Marketing Plan For Disposable Razor (from college)

Published in: Business, Health & Medicine

1 Comment
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Gillette’s Sensor Travel Anytime, Anywhere By Nikhil Pahwa
  • 2. The Opportunity in Disposable Razors (research conclusion)
    • Usage both general and travel
    • Belief among non-users/irregular: disposable razors don’t last long; hence more expensive
    • Cheap and flimsy
    • Non users doubt quality; fear cuts and nicks
    • Purchase out of necessity.
  • 3. The Opportunity (contd)
    • Impulse purchase
    • Advertising does not create a need, only a brand image.
    • Expensive and do not last long
    • Hair gets stuck between blades
  • 4. Recommendation (Value Perception) Mach 3 Sensor Excel Vector Plus Presto 7 O’Clock Ready II
  • 5. Recommendation
    • 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.
  • 6. Brand Profile
    • 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
    • (Anytime, Anywhere)
  • 7. Target Segment
    • 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)
  • 8. Marketing Mix
    • Product
    • 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
  • 9. Marketing Mix
    • Place
    • 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
    • Price: Rs.16/piece
  • 10. Promotion
  • 11. Introduction
    • 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.
  • 12. 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.
  • 13. Print Anytime Anywhere Product Features Advernture Sports Or Travel (One guy is rock climbing, other is sitting on a ledge and shaving)
  • 14. Growth Stage
    • 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.
  • 15. Maturity
    • 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
  • 16.
    • Railway Ticket
    Gillette Sensor Travel
  • 17. Decline
    • 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.
  • 18. Conclusion
    • 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.
  • 19. Thank You Questions? Suggestions?