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Gillette’s Sensor Travel Anytime, Anywhere By Nikhil Pahwa

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The Opportunity in Disposable Razors (research conclusion) <ul><li>Usage both general and travel </li></ul><ul><li>Belief among non-users/irregular: disposable razors don’t last long; hence more expensive </li></ul><ul><li>Cheap and flimsy </li></ul><ul><li>Non users doubt quality; fear cuts and nicks </li></ul><ul><li>Purchase out of necessity. </li></ul>

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The Opportunity (contd) <ul><li>Impulse purchase </li></ul><ul><li>Advertising does not create a need, only a brand image. </li></ul><ul><li>Expensive and do not last long </li></ul><ul><li>Hair gets stuck between blades </li></ul>

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Recommendation (Value Perception) Mach 3 Sensor Excel Vector Plus Presto 7 O’Clock Ready II

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Recommendation <ul><li>New segment – Travel </li></ul><ul><li>“ Travel” (not disposable) razor backed by promotion </li></ul><ul><li>Eventually reduce price of Presto and make it a transitioning product </li></ul><ul><li>Increase space between blades </li></ul><ul><li>Enhance life of the blade. </li></ul>

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Brand Profile <ul><li>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. </li></ul><ul><li>Kabhi Bhi, Kahin Bhi </li></ul><ul><li>(Anytime, Anywhere) </li></ul>

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Target Segment <ul><li>We’re targeting travellers: </li></ul><ul><li>Urban students and working professionals in the 16-30 years age group. </li></ul><ul><li>Those who like adventure sports and travel </li></ul><ul><li>This positioning would appeal to even those who would like to belong to this segment (aspirational) </li></ul>

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Marketing Mix <ul><li>Product </li></ul><ul><li>B lack with neon blue and neon green outlines, communicating a futuristic product. </li></ul><ul><li>Twin blade shaving system with a non-replaceable head. </li></ul><ul><li>Increased gap between blades to ease cleansing </li></ul><ul><li>S ingle razor pack only </li></ul><ul><li>Packaging to emphasise lasting quality of the blade </li></ul>

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Marketing Mix <ul><li>Place </li></ul><ul><li>Travel hubs: railway stations, airports, bus stations, and at retailers through our normal distribution channels. </li></ul><ul><li>Introductory phase: on the Railway Stations and Bus Depots only </li></ul><ul><li>Price: Rs.16/piece </li></ul>

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Promotion

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Introduction <ul><li>Advertisement will communicate both the long lasting nature and easy usage of the product. </li></ul><ul><li>Print: travel supplements of newspapers, Outlook Travel and the Outlook Travel website. </li></ul><ul><li>TVC launch three weeks after product launch, with advertising on niche market channels like Discovery Travel & Living. </li></ul><ul><li>Hoardings at Bus Depots and Railway Stations. </li></ul><ul><li>Sales Promotion: 1 free 15gm Gillette Shaving Gel with the razor. </li></ul>

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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.

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Print Anytime Anywhere Product Features Advernture Sports Or Travel (One guy is rock climbing, other is sitting on a ledge and shaving)

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Growth Stage <ul><li>Run TV campaign on niche market channels like HBO, MTV, Channel [V] for a two-week period every four months. </li></ul><ul><li>Advertise during 1 cricket series featuring India, every year. </li></ul><ul><li>Product to now be made available in packs of 3 to take advantage of increasing volumes. </li></ul>

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Maturity <ul><li>Free razor with a 200gm bottle of Gillette Shaving Gel. </li></ul><ul><li>Sponsor shows on the Sports Channels – Barclay’s English Premier League, and on Discovery Travel & Living. </li></ul><ul><li>Tie-up with Indian Railways to print a simple (removable) advertisement or a watermark on the Railway ticket, to increase sales as decline approaches </li></ul>

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<ul><li>Railway Ticket </li></ul>Gillette Sensor Travel

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Decline <ul><li>Introduce a product variant: Gillette Sensor TravelX – an adventure sport variant, with a shaving gel tube embedded in the handle, priced at Rs.20. </li></ul><ul><li>Offer at 10% discount to Railway travellers. </li></ul>

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Conclusion <ul><li>Initial F/b & Test marketing response to determine marketing strategy </li></ul><ul><li>Impulse purchases: POP advertising & Indian Railway tie-up critical </li></ul><ul><li>Poor initial response – shift the tie-up with the Indian Railways to the growth stage. </li></ul>

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Thank You Questions? Suggestions?