Managing Mass communications

1. Managing Mass
Communication

2. Company at glance
• Founded by King C. Gillette in 1901 as a safety razor
manufacturer
• 1st patented safety razor in 1904
• Entered the Indian Market in 1984
• Spends $6m for TV rights to Baseball World series, 1914
• Merged with Duracell(India) Pvt. Ltd. and Wilkinson
Sword India Ltd.
• Sold off to P&G in 2005
• Gillette has 61 Facilities in over 30 countries and
employs 50,000 people
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3. Quite a range of
products
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4. Any competitors.... Probably not!!!
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5. Leader in the industry
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Net worth US$43 billion with
a brand value of US$16 billion
Largest Market
Share

6. Million dollar question:-
Does it happen
by itself……………………….
seems so…..
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9. MASS COMMUNICATIONS
1. Advertising
2. Sales Promotions
3. Events
4. Public Relations
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10. Even Bond
uses it !!!
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Using films to advertise your
brand has brought out
positives owing to the large
viewership and building
reinforcement of brand image
Advertising

11. Sports fan..
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Gillette sponsors Gillette stadium , home of the New England
Patriots.

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Gillette is a corporate sponsor of NFL and sponsors
several NASCAR races. In exchange gets their
presence in its commercials

13. Gillette even though has one global
marketing message but targeting a
country has done them no harm
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14. Federer and
Messi love it too
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Sports Marketing
at its best

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16. Social media plays a
crucial role
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Gillette has got over 2 Million likes
on its official facebook page and
runs various events online

17. Social initiatives help establish brand
image and instil trust and confidence
in the customers
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18. Events and experiences are a means to
become part of special and more personally
relevant memories in consumers 'lives.
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19. Zamboni at the
Boston Bruins game
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Zamboni looked like a huge
Fusion razor shaving the ice
which was a huge success in
re-asserting the fact that it is
the sole market leader
Event

20. Gillette has successfully convinved the world that “more is
better” in terms of number of blades and other features.
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It has worked very well in the past
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. Same would be the future plans.

21. Was appointing Tiger Woods for advertising a mistake?
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Spokespeople such as Tiger Woods that have encountered controversy
have the potential to disrupt Gillette’s brand equity but in this case it hasn’t
due to the non-conflicting attributes it brought to the brand.
NO

22. Gillette can be successful marketing to women as well
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Their women’s products should sponsor events that attract women such as
fashion shows and they should place their ads in media like Vogue rather than
sports illustrated for men. They can alter their products for women such as
creating specific products that manage not only leg hair but other bodily hair.

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24. • Gillette’s mass appeal is result of Extensive consumer
reach and successful mass communications
• Build your brand image through catchy advertisemnts
• Proper feedback of past associations must be
incorporated while planning future strategies
• Broadly classifying: Advertisements, Sales Promotion,
Events and Public Relations
• Global marketing effort in the campaigns as “The Best
a Man Can Get” have paid off very well
• Events sponsorship mainly related to sports has
established a relevant brand image for Gillette
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SUMMARY

26. DISCLAIMER
Created by Kartik Mittal, IIT Kanpur during an
internship by Prof. Sameer Mathur, IIM Lucknow.
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