The Gillette Company: Dry Idea Advertising (A) |

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Gillette Dry Idea (A)

Q1. Analyse Deo market and Dry Idea’s Place in it. What drive the category from the consumer behaviour point of view?

* They were 2 types of products available under this segment * Deodorants- provided anti-odour protection: 25% of sales * Antideodorants- provided protection against both perspiration wetness and effective deodorancy * By 1983, the USA market for underarm products was 506 million units, generating over $1 billion in sales

* There were available in 4 major application forms: * Aerosols * Roll-ons * Sticks * Solids

* 1950- Women were principal users and cream were dominant form * 1960- Gillete’s Right Guard spray deodorant was launched with introduction of aerosol, increase in male usage * Mid 1970s- aerosol segment accounted for 79% of category sale * 1977- shift from aerosol to direct application forms primarily roll-ons * 1983- consumer were shifting from roll-ons to sticks and solids

| Aerosols | Roll-Ons | Sticks | Solids | other | Total | % of total | 27 | 30 | 16 | 22 | 5 | 100 | change vs 1982 | -3% | -3% | 6% | 21% | -14% | 2% |
1983 US Deodorant/ Antiperspirant Unit volume

* By 1983- 93% American females and 87% males used Deodorant/ Antiperspirant * Users were extremely form loyal

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Dry Idea

* Launched in late 1970s, Dry Idea was a Unisex brand * 2 consumer benefits were given by it- * Improved dryness protection * A dry-feeling application * Market share of Dry idea declining in 1983 * Premium pricing – supported by trade promotion and national advertising

Competitors * US market was dominated by six manufacturers * Proctor and Gamble (Secret and Sure brands) * Gillette (Right Guard, Dry Idea, Soft & Dri) *