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Semelhante a Gillette knows men.. do you!
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Gillette knows men.. do you!
- 1. GILLETTE knows MEN… …Do ya?!? MANAGING MASS COMMUNICATIONS
- 2. Founded by KING C. GILLETTE in 1901. The Gentleman’s Choice… “ A successful razor can be made on the principles of the Gillette patent… And the advance of anything known can be reached. ”
- 4. Target Segment • Primary segment – Youngsters and Adults aged 16 – 45 years – Focus mainly on teenager and youth segment that’s why in promotion its always show to be cool image! – Working segment as for quick shaving
- 5. POD & POP…
- 6. 0% 20% 40% 60% Nivea Old Spice Gillette Park Avenue GILLETTE accounts for 70% global market share & $7.5 bn annual sales. 600 million men use a Gillette product everyday!
- 7. When BOY meets GIRL… P&G Rights Issue Exchange with Gillette Stocks $ 54.05/share, $57 bn 100% Gillette shares for 0.975 P&G Shares (no collar) Gillette Shareholders Got shares of P&G $57 BILLION DEAL!
- 8. Market Share Quality Competitor analysis (Customer perception of Qualityvs Market Share)
- 9. NORTH AMERICA SOUTH AMERICA UK EUROPE AFRICA ASIA AUSTRALIA GILLETTE WORLDWIDE MANUFACTURING SUBSIDIARIES!
- 10. HOW DID THIS HAPPEN…?
- 11. MASS COMMUNICATIONS * Advertising Program * Sales Promotions * Events & Experiences * Public Relations Gillette acquired Oral B (1984) Wilkinson Sword (1964) Duracell (1996)
- 15. “The Moment” 2009-11 “Gillette is a sports marketing pioneer that paved the way for modern day sports sponsorship and endorsements.” - Tim Brosnan Impressive campaigning
- 16. Think GLOBAL act LOCAL To reflect local shaving habits, Gillette tailored its advertising and invented a new product development process!
- 17. Gillette, thus, develepod its positioning in the Indian & Chinese markets…
- 18. Gillette has successfully convinced the world that “more is better” in terms of number of blades and other features. Why has it worked? • 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 • Extensive consumer research • Impressive marketing knowledge • Successful mass communication
- 19. Was appointing Tiger Woods for advertising a mistake? NO • Although Tiger Woods made a mistake, he is still the epitome of a man who needs the products • The company has nothing specific to do with the personal lives and decisions of their spokespeople • 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
- 20. Can Gillette ever become as successful at marketing to women? Why or why not? YES • It can market by using its brand name and identity • It can use “sales promotion” with the help of P&G, who are experts in marketing to women • To make this work, Gillette needs to keep the athletic/ active demographic in mind when promoting to women • Gillette could air commercials for their women products during popular sports broadcastings but also with award shows • Pinterest and Twitter will be Gillette’s main focus when communicating towards women
- 21. DISCLAIMER Created by ABHILASH BANUBAKDE, NIT NAGPUR during an internship by Prof. SAMEER MATHUR, IIM Lucknow. 21