The project is all about the advertising strategy of Gillette.

1. Company Name -: P&G (Procter & Gamble)
Brand Name -: Gillette
Submitted in fulfillment of the Requirements of the Advertising & Sales Promotion
Course of Post Graduate programme (PGP).
Submitted By -: Abhay Pratap ( PG20095315)
Submitted to -: Mr. Anurag Hans

2. Table of Contents
1-: Company Details
2-: Brand Details
3-: Competitors Analysis
4-: Agency Details for the Gillette
5-: Consumer Response Model for the Category
6-: Source, Message & channel factors
7-: Objectives of Gillette
8-: Consumers feelings (FCB Grid)
9-: Designing Communication
10-: IMC Recommended Mix for the Gillette
11-: Sales Promotion

3. Company Details
Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500 American multinational
corporation headquartered in Downtown Cincinnati, Ohio that manufactures a wide
range of consumer goods. As of mid 2010, P&G is the 6th most profitable corporation in
the world, and the 5th largest corporation in the United States by market capitalization,
surpassed only by Apple, Exxon Mobil, Microsoft, and Wal-Mart. It is 6th in Fortune's
Most Admired Companies 2010 list. P&G is credited with many business innovations
including brand management and the soap opera.
According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than
any other company; the $2.62 billion spent by P&G is almost twice as much as that
spent by General Motors, the next company on the Nielsen list. P&G was named 2008
Advertiser of the Year by Cannes International Advertising Festival.

4. Brand Details
Gillette is a brand of Procter & Gamble currently used for safety razors and shave
care and among other personal hygiene products. Based in Boston, Massachusetts, it is
one of several brands originally owned by The Gillette Company, a leading global
supplier of products under various brands, which was acquired by P&G in 2005. Their
slogan is "The Best a Man Can Get". The original Gillette Company was founded by
King Camp Gillette in 1895 as a safety razor manufacturer.
On October 1, 2005, Procter & Gamble finalized its purchase of The Gillette Company.
As a result of this merger, the Gillette Company no longer exists. Its last day of market
trading - symbol G on the New York Stock Exchange - was September 30, 2005. The
merger created the world's largest personal care and household products company.
The Gillette Company's assets were initially incorporated into a P&G unit known
internally as "Global Gillette". In July 2007, Global Gillette was dissolved and
incorporated into Procter & Gamble's other two main divisions, Procter & Gamble
Beauty and Procter & Gamble Household Care. Gillette's brands and products were
divided between the two accordingly.
Product Categories:
 Safety razors and shave care
 Shave Care.
 Deodorants /Antiperspirants
 Wash Care

5. Competitors Analysis
HLL
Hindustan Lever Limited, which is now called as Hindustan Unilever Limited, is a
subsidiary of Unilever (USA). It is the largest FMCG Company in India. It is also reputed
to be the largest exporter of India. Its distribution network is very strong. It has over
2000 suppliers and associates and about 7000 redistribution stockists. With this
massive distribution network in place, HLL enjoys commanding position in many FMCG
products in Indian market. In the Shaving Cream/Gel/Foam category also HLL has two
brands. Both of them are very strong brands in the Indian market. With the help of its
distribution system these brands have a deeper reach to the Indian consumers. These
brands are shown in the tree below: HLL‟s Shaving Cream/Gel/Foam:
Colgate-Palmolive
Colgate-Palmolive is one of the largest companies in the FMCG sector. The Company
has launch of its International Palmolive Shave Gel and Palmolive Shave Foam in the
year 2000, in response to growing consumer interest in skin conditioning benefits. The
Chairman of Indian Operations mentioned that the company‟s strategy for Personal
Care is to remain in top niches. Every year, they intended to take 3-4 initiatives.
Colgate-Palmolive has shaving products under the brand name Palmolive shaving
cream. It has three variants in the shaving cream/gel/foam category. They are shown
below:

6. Godrej
Godrej is also a competitor for Gillette because it is also in the segment of Shaving
Cream.
Fa
Other Brands
Other competitive brands like Dettol and Park Avenue are also there in the market
scene.
Safety Razors:
Schick Wilkinson Sword is a wholly owned subsidiary of Energizer Holdings. It is the
world's No. 2 shaving products business after Gillette. Schick Wilkinson Sword markets
a wide range of shaving products for men and women, mainly in the wet shave sector,
although it also produces a small range of electric shavers for women

7. Advertising Agency and Its Engagement Details:
Weber Shandwick Agency is a Full Service Agency to P&G for Gillette. Weber
Shandwick‟s W.A.L.S.” (Women Against Lazy Stubble) campaign launched Gillette
Mach 3 Razor in India.
The W.A.L.S. campaign for men‟s grooming brand Gillette creatively mobilized women
in India to advocate for men to adopt the clean-shaven look. The campaign utilized the
results of an AC Nielsen survey that showed that 85% of Indian women prefer clean-
shaven men, a finding that runs contrary to the look that numerous Indian men and
even celebrities often wear. Corporate Voice I Weber Shandwick leveraged this survey
result to create the women‟s advocacy group W.A.L.S that led to the “Shave India
Movement” to convince men to shave. The campaign, culminating in a mass
“Shaveathon” in which approximately 2,000 men publicly shaved their beards using
Gillette‟s Mach 3 razors, created world records in the Guinness World Book of Records
and the Limca Book of Records in India.
.Weber Shandwick provides strategy and execution across practices to its client P&G.
The practices include consumer marketing, healthcare, technology, public affairs,
financial services, corporate and crisis management Its specialized services include
digital/social media, advocacy advertising, market research, and corporate
responsibility.
In 2010, Weber Shandwick was named Global Agency of the Year by The Holmes
Report for the second year in a row; an „Agency of the Decade‟ by Advertising Age and
many such equals.
The Print Ad campaign By MEDIACOM MEDIA INDIA „To Shave or Not to Shave‟ won
the Golden and Silver Lion at Cannes.

8. Consumer Response Model For the Category
With the modern day customer becoming more aware about hygiene and related
products, the customer involvement and differentiation has drastically increased. With
the competitors increasing day by day, the availability of substitutes has also increased,
thus it requires greater awareness knowledge, liking, preference and conviction on the
customer‟s end in order to seal the deal (purchase). By the hierarchy of effects model,
we are trying to show the consumer responses and attitude towards Gillette.
The awareness about Gillette as a brand is high in Indian markets. The knowledge that
the company may want its target audience to know is well conveyed by interactive
marketing tools like internet, where the Gillette‟s website shows the benefits of shaving
with a Gillette Kit (Gillette razor + Gillette shave care), it also demonstrates a safer way
to shave. The hygienic aspects of the same are well covered. Also shaving of groin is
demonstrated very well.
The liking, preference and conviction is also addressed through a revamped
communication strategy.
However, the purchase in Indian market was triggered by two back to back successful
campaign -: „Shave Indian Movement‟ and W.A.L.S (Women Against Lazy Stubble),
where 2000 men tried out the Mach 3 razor shaving all at once, which also was featured
in the Guinness Book of World Record.
The purchase can be triggered by three means- offering a product at lower price,
offering at premium and letting the target audience try out the product.
Gillette followed the Second & Third Stage.

9. Source, Message and Channel Factors
Source
The effectiveness being the main criteria here, the source should be credible to have an
international appeal to an international brand like Gillette. Considering which, Gillette
has endorsed ambassadors like Roger Federer (Tennis ace), Rahul Dravid (cricket
star), Thierry Henry (Football Star). These international stars create similarity, familiarity
and likeability towards the brand.
Endorsement and dramatization by these stars has helped the brand to capture eye-
balls.
The brand always runs a risk of endorsing a star. An e.g. of which is given below-:
„Curse of Gillette’
There were calls to boycott Gillette products given their association with Thierry Henry,
after a handball by Henry went undetected by referees and allowed France to knock
Ireland out of a major football competition. Marketing experts have highlighted "the
curse of Gillette", given the mishaps that happen to sports stars associated with the
brand. The latest one being Tiger Woods.
As a result of which, Gillette in India no longer has endorsers and is running high with its
plan to connect with the youth of India.
Message
The Best A Man Can Get is the message well suited for safety razor and shaving care
segment. Gillette with the help of this message has transformed a basic act of shaving
to a powerful medium for customers to walk in gait with.
The ads and the campaign give an emotional connect to the target audience. The
demonstration gives a sense of credibility and removes the communication gap, if there
exists.
Gillette has used great use of Visual vs. Verbal demonstrate the ad. The primacy and
recency is well used in ads to trigger response (W.A.L.S ad).

10. Channel factors
Gillette has used a good combination of print and broadcast media.
Example of Broadcast media:
The W.A.L.S. campaign for men‟s grooming brand Gillette creatively mobilized women
in India to advocate for men to adopt the clean-shaven look. The campaign utilized the
results of an AC Nielsen survey that showed that 75% of Indian women prefer clean-
shaven men, a finding that runs contrary to the look that numerous Indian men and
even celebrities often wear.
The example for print media was “Shave India Movement”.
Interactive/ Digital media
Appeals
Gillette has a very emotional appeal to its customers. The basic sense of pride that
comes by using Gillette is appeal that its advertisements give. Sex appeal was also
being portrayed by the W.A.L.S campaign. Where it said Women Against Lazy Stubble.
Objectives of the Gillette
 To shift the customers gradually from two blades razor segment to high premium
three blades razor segment.
 Convert the conviction of the customers to action i.e. purchase (refer hierarchy of
effects model).

11. FCB GRID For Gillette
Here in the FCB Grid the Consumer feelings of Gillette is totally lie
under Feeling Which mainly consist of self satisfaction. Because the
product of Gillette are low involvement product. In this product
category ,consumer first purchase the product and use it, then he feel
the product and after that learn about it ( like “the product is smother
or not”)

12. IMC Process of Gillette
None

13. Recommendations for Sales Promotion
 Gillette can sponsor sports event like the FIFA or upcoming Common Wealth
Games, New Delhi.
 The frequency of the broadcasted ads can be increased in order to prevent the
brand recall.
 The advertising budget can be balanced between safety razors, shaving care,
deodorants and wash in order to promote the later three.
 At present, the bulk of the advertising is directed towards safety razor segment.
 Gillette can use its razor popularity to sell the shaving care segment by sampling,
premiums and gifts.