Gillette Marketing Campaign Analysis

1. Marketing Campaign Analysis

2.  Submitted To: : Quadrat-E-Elahi (QEA)
 Submitted by :
Name ID
Tousifur Rahman Anik 1230588630
Hyder Shafiur Rahman 1230906630
Noor Nahar Lata 1511220030
Sumaiya Afsana 1331068030
Hridya Farhat 1310415030
Ajbinur Islam 1511445030

3. Company Overview
 men's safety razors and other personal care products
 founded by King C. Gillette in 1901
 owned by the multi-national corporation Procter & Gamble (P&G).
 company merged into P&G in 2005

4. Promotional Advertisement
Gillette has a long history of promotions for its products, especially towards
young men.
Current Promotional activities are:
 Sponsorship of sports events
 Team sponsor
 Individual‘s Sponsor

5. Our selected campaign
We have worked on the project based on the selected 5 campaign which we
have selected among those given topics by our Honorable faculty.
Those campaign are:
 Acquire Needs.
 Halo Effects.
 Reference Group.
 Emotional Arousal.
 Classical Conditioning.

6. Acquire Needs
 Need For Achievement
 Need for Power
 Need for Affiliation

7. Acquire Needs

8. Acquire Needs

9. Acquire Needs

10. The advertisement ‘the best a man can get’ give message to the people that
Gillette is the best and premium product that they can have. It has gained the
trust of people and helped for holding a positive and premium brand image
among the people.
Acquire Needs

11. Halo Effects
The halo effect is a cognitive bias in which an observer's overall impression of
a person, company, brand, or product influences the observer's feelings and
thoughts about that entity's character or properties. The halo effect works in
both positive and negative directions. Consumers shows positive attitude
towards the product for this effect due to favorable experience.

12. Gillette Venus Brand Ambassador
Deepika Padukone

13. Celebrity endorsement and halo effect
Due to Celebrity endorsement consumers have a common tendency that if a
well known personality launch any product, the quality of the product will be
possibly better than the brands. Indian famous actress Deepika Padukone
recently launched Gillette Venus Breeze razor which is competitively provides
smooth skin, easy shaving, without chemical effects etc.

14. Gillette designed their product Venus
Breeze Razor by adding:
 3 blades in one razor which is less time consuming.
 Floral scented gel bar that flex to feet curves.
 For water activated shave bars there is no need for using soap.
 So consumers show more biasness towards the product as the famous
celebrity like Deepika Padukone is associated with the brand

15. Gillette Venus Breeze Razor

16. Reference Group Influence
1) It consists of individuals or groups who influence our opinions, beliefs,
attitudes and behavior.
2) Normative reference group and Comparative reference group.
3) Normative-parents, siblings, teachers, peers, associates, friends.
4) Comparative-celebrities and heroes.
Gillette Venus Ad by Deepika Padukone
portraying comparative reference
group influence

17.  Why Comparative Reference group:-
21 people were surveyed using google survey. 11 of the respondents were
young aged women who go to university and 10 of the other women were
middle aged women who have kids at home. First they were shown the
Deepika Padukone ad for Gillette Venus and then different questions were
asked regarding the advertisement

18. 1)We can conclude one strength of Gillette Venus product is its price which is
mostly in the inexpensive to moderate side.
2) Whether celebrities nowadays help people to remember brands and products
to stand out?
71.4% yes and only 28.6% said no.
Deepika could actually help the customers who watch the ad remember the
brand Gillette Venus

19. Weaknesses:-
1)Consumers may perceive that the overuse of
Gillette venus causes ingrown hair among
Individuals.
2)Did you find anything other than Deepika
Interesting in the ad?
16 reponses out of 21 said no.
consumers might notlook at the ad’s contents properly

20. Launching Deepika as an brand ambassador
Gillette Venus Usually aims to provide women with a hair removal experience
that beats what they expect from any other product in the market. With the
launch of Venus Breeze, Indian women can now get amazing smooth skin at
home with the added benefit of having an ultrasensorial experience.