Group # 11
Gillette

Mohammad Ali Mughal
Sidra tul Muntaha Haider
Ahmed Zubairi
Ibrahim Ahmed

Overview
The global razor market appears to be cutthroat, with – according to Gillette – a reservoir of around 1.6 billion men in the habit of shaving. For Gillette however, the opportunity to sharpen its proposition on grooming represents only part of its global brand strategy. So if you thought that Gillette was a business somewhat limited by growth opportunities, prepare yourself for a very close shave.

Brand as a product

The product scope
Transforming innovative ideas into useful daily products sold at fair price engenders an other fundamental Gillette strength. As Gillette has multiple product categories, we would be only emphasizing on Razors and Blades

Quality/Value
The best a man can get. Strong and enduring consumer brand loyalty from the world

Associations with the use occasion
Typically, the shave is made daily. The first things first in the morning after brushing up your teeth , we provide closest shave, Superior comfort , Less irritation even against the grain

Associations with users
For active, powerful and gentlemen

Brand as an organization
Gillette is known for the development and introduction of world-class brands and products. The portfolio is organized into core businesses which consist of grooming, batteries, personal care and appliances. Each day, more than one billion people around the world use one or more Gillette products.

Innovation is Gillette

Brand as a person: Brand personality
Soft, close, friendly with skin, gives you a boost in the life, charges you up for a day

The brand identity structure

Core Identity

Product thrust: healthy shave, closer shave, superior comfort, better handling

User profile: All those men who want to get their best shaves

Performance: innovation in technology, superiority in closer shaves, and 3 blade system cuts in a fine way

Enhancing lives: No irritation while shaving helps and enhances people’s life with better ease of handling and control over the razor

Extended Identity

Brand personality: Innovative, easy to use, proactive, friendly shave, youthful, hard and strong yet soft at face for shaving.

Basis for relationship: Everyday when you wake up in the morning, after brushing, a man always shaves with the best razor available and feeling that this razor is designed specially for him

Subbrands: Sensor Excel, Mach 3 Turbo, Complete skin care and M3 Power.

Slogan: The best a man can get

Endorsers: David Becham , James Bond, Strong and clean men who love to shave.

Functional Benefits: Innovative shaving razors that will closely shave even against the grains

Emotional Benefits: Feeling fresh, rejuvenating and a feeling of a best a man can get.

Self expressive: It is generated by a “The best a man can get” phrase that man always thinks that whenever he is using the Gillette is it something which expresses his values

Strategic Brand Analysis

Customer Analysis:

Trends: We have looked down the shaving category and observed a number of trends
The growing concern for instant, close, and healthier shave. The demand of instant, ready razors, which are disposable and easy to buy. A category of razors which you can use for a month and are not very expensive. Preference of ready to use and shifting pattern of FOAM shave to Instant shave.

Customer Motivations:
We will be motivating our customers in functional and self expressive benefit.
Functional would be that we are giving close shave, which is even going against the grain , even the last ounce of your hair is cleanly and closely cut. And self expressive benefit would be that when they consume our brand, there would be a social setup that they are young, courageous and happening. When they consumer the Gillette razor, the women are actually inspired by their personality and feel comfortable with them.

Segmentation:
As our is a purely men product, and positioned as “The best a man can get”. This is the vague positioning statement that our Gillette as a whole brand is on. But we have separate product extensions for e.g. Mach 3, Turbo Plus. Gillette Blue 2, Gillette 3 Power Our market is very loyal, and we have segmented product wise in order to cater every men which shaves.

Unmet Needs
The unmet needs that we have realized that consumers are complaining about the shave, that whenever they shave they often tend to cut their skin because of the rash razor being used. What we did is, we have a twin soft blade with a foam protecting device sort of razor and tried to meet the needs in order to create more satisfaction level. Providing a complete range of personal care product build and strengthens more brand equity.

Competitor Analysis
The blades and razor market is competitive when it comes to price. Generally 98% prefer Gillette brand over others, because our product is available even at Rs 19. Some of our competitors are Trim, Treat, Bic e.t.c are being consumed in E market and for that as well we have launched a lower class product locally consumed which is Turbo. Customers perceive competitors brand as low quality, Foamy Shave, cuts the skin deeply and then they have to apply the balms and antiseptics. Perceptually evaluated the competitor’s brand are not being admired due to image factors by our target market because the way , other players are positioning the image in the mind of consumers is not up to some times their standard.

Competitor Strength and Vulnerabilities
Our competitors like Treat and 7 o clock are perceived as low price blades and razors which hardly shave well and gives us more trouble rather than simplifying shaving. The appearance of the blades are actually for blue color people who tend to spend very less time on their skin and are rather price in fact very price sensitive.

Self Analysis of the Brand:

Existing Brand Image:
We are being perceived in the market as being innovative in razor and blade technology, simplifying the shaving market. The reason how we have differentiated ourselves from our competitors and positioned in such a way in the mind of consumer that our razors are the best shavers and rockers of the world. Our brand image changed over time in the sense that market has gradually accepted our brands because we are touching people’s skin, living in their bathrooms, living rooms and laptop bags as well. What is critical for us is consumer is not only testing brand, but is testing product as a price, packaging and the name of course.

The concept of single shaving system, or you can say that firstly foaming your face, and the brushing it with a broom and then applying shaving razor or blade has been changed as a matter of fact that consumers are rapidly changing in terms of their life styles and time which is a very important factor for an executive or a young chap who wakes up in the morning and get to shave right after brushing his teeth. , the customer is always in hurry and want an instant shave , that is what we are providing , so the image has changed, our product such as Shaving Gel or Foam , with a razor helps to simplify their lives rather than making it complicated.

Brand Heritage
November 15, 1904, patent #775,134 was granted to King C. Gillette for a safety 'razor'. King Camp Gillette was born in Fond du Lac, Wisconsin in 1855. To support himself when the family’s home was destroyed in the Chicago Fire of 1871, Gillette became a traveling salesman. This work led him to William Painter, the inventor of the disposable Crown Cork bottle cap, who assured Gillette that a successful invention was one that was purchased over and over again by satisfied customer.

In 1895, after several years of considering and rejecting possible inventions, Gillette suddenly had a brilliant idea while shaving one morning. It was an entirely new razor and blade that flashed in his mind—a razor with a safe, inexpensive, and disposable blade.

It took six years for Gillette’s idea to evolve. During that time, technical experts told Gillette that it would be impossible to produce steel that was hard, thin, and inexpensive enough for commercial development of the disposable razor blade. Then in 1901, MIT graduate William Nickerson agreed to try.

By 1903, he had succeeded. Production of the Gillette ® safety razor and blade began as the Gillette Safety Razor Company started operations in South Boston. Sales grew steadily. During World War I, the U.S. Government issued Gillette safety razors to the entire armed forces. By the end of the war, some 3.5 million razors and 32 million blades were put into military hands, thereby converting an entire nation to the Gillette safety razor.

Strengths/Weaknesses
Our different razors have different strengths and weaknesses. The most obvious difference in Mach 3 is that it has three blades. However it is more complicated than that. In fact the concept of three blades was not the solution, it was the challenge: how to deliver them to the consumer in a structure and design that would meet his demands and aspirations. The floating blades needed to be set in a new geometry in order to achieve a closer shave with fewer strokes, thus avoiding irritation to the skin. Mach 3 also has a thinner blade edge that required a diamond-like carbon coating to make it stronger. A balance was achieved – although three blades may give more ‘drag’ than two, the sharper blades reduce the drag. Obviously where there is close shave advantages might end up cutting consumer’s skin if it is not handled properly. One of the reasons is packaging, not the outer cover, but the handling part, the way we apply it to our skin. Some skins are not blade sensitive, or razor sensitive where as some skins are. Our brands in terms of experiencing have more strengths rather than weaknesses.

THE GAP ANALYSIS

Dimension Brand Identity Brand Image
Product Blades and Razors Blades and Razors
User Every one who shaves SEC A,B,C MEN
Personality Gentle and Aggressive both Soft , close , mild, and warm
Functional Benefit Innovative Shaving razors Innovative Shaving Razors
Emotional Benefit Feel like to shave every time with Gillette No emotions

Advertising Brief for GILLETTE

1. Why do we want new advertising?

Gillette is known for the development and introduction of world-class brands and products. The portfolio is organized into core businesses which consist of grooming, batteries, personal care and appliances. Each day, more than one billion people around the world use one or more Gillette products. Gillette is the market leader in shaving and razor industry. Our brand is Gillette in the razor category that is strongly associated with men shaving. Most of the market share in shaving industry is already being occupied by our brand but what we want is new extensions with new campaigns in order to pursue more our target market that only Gillette is the ultimate shaving machine for them. We want to position our brand as a value for money when it comes to daily shaving as we touch millions of skins daily. We want out of the box campaign that promises our customers that Gillette is meant to satisfy millions of customer’s needs and wants.

2. What consumer insight drives this brief?

Gillette razor are knows for active, powerful and gentle use. Healthy and closer shave, superior comfort, better handling are the core benefits that consumers want from our brand and as per our brand promise has always been fulfilled. We target every man who loves to shave because our brand innovation step by step has brought us what we are today.

3. Who is our target audience?

Male SEC A B C men that shaves daily because that is a need. These people are successful in their daily routines and are looking for better shaves daily. As long as the razor does not cut their skin they are least bothered. Our target audience is always looking for value packs that we offer. They purchase Gillette as a value pack because they just don’t use our razors and blades but use out after shaves, balms and shaving gels and creams.

4. What do they think and do now?

Now SEC differs from area to area. In lower segments we are available at Kiryana stores. Hence we are mostly available at pan shops and superstores as well. They will find us every where they find bread and butter. Some times if our brand is not available then what they do is they go for competitive lower priced products which eventually cut their skin not shave.

5. What would we like them to think and do in response to advertising?

What we want them to think is that Gillette is innovation in technology, superiority in closer shaves, and 3 blade system cuts in a fine way. It has irritation while shaving helps and enhances people’s life with better ease of handling and control over the razor. It is easy to use, friendly in handling and wow on skins because we touch you daily and deep

6. What is most likely to achieve this change?

Feeling fresh, rejuvenating and a feeling of a best a man can get makes our target market more in self expressive way that a blade can change their lives. What they want is a nice shave and what we give is ultimate shave designed to meet their needs.

7. Why should the consumer believe it?
The consumers should believe that disposable blades like Gillette which is inexpensive and easy to use with ease of handling are the ones which make their shaves more closely. The concept of single shaving system, or you can say that firstly foaming your face, and the brushing it with a broom and then applying shaving razor or blade has been changed as a matter of fact that consumers are rapidly changing in terms of their life styles

8. Practical considerations for execution.
All year round campaign to hammer our brand
Product based different campaigns
Preferably a print ad and a poster.
Campaign needs to be presented: 11 December 2005