1. UNIQUE BRAND
ELEMENTS
USED BY GILLETTE
FOR
MACH3 RAZORS
Presented to: Prof Jones
Mathew

2. Gillette
Gillette is a brand of Procter & Gamble currently
used for safety razors, among other personal hygiene
products. 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.

3. Gillette Mach3
The Gillette Mach3 is a line of safety razors produced
by Gillette and introduced in 1998 after more than
$750 million in research and development costs.
The three blade design is marketed by Gillette as
allowing for a shave with less pressure to the skin and
with fewer strokes, thereby reducing skin irritation.

4. Brand Element
A brand element is defined as visually or
verbally distinct information that identifies and
differentiates a product or service. Examples
of common brand elements include names,
logos, symbols, characters, slogans, and
packaging.

5. Brand Name
Gillette Mach 3 uses the name MACH3 for its razor.
Mach means the ratio of the speed of an object to the
speed of sound in the surrounding medium.
So MACH3 denotes a shaving speed equivalent to
three times the speed of sound in the surrounding
medium i.e. air. The name is attributable of speedy
close shave.

6. Brand URL
Gillette MACH3 has a website
www.gillettechampions.com which use some famous
international athletes such as Roger Federer (Tennis),
Tiger Woods (Golf), Thierry Henry (Football) and
Rahul Dravid (Cricketer)(for South Asian countries
only) on the website to endorse its products.

7. Slogan
GILLETE’S SLOGAN: THE BEST A MAN
CAN GET
Gillette razors with their superior and innovative
technology and instant ability to recognize consumer
needs are able to offer the best shave a man can get out
of all the available options to him.

8. Logo & symbol
Gillette Mach 3’s logo has the words Gillette Mach 3
printed on it with three horizontal stripes present on
the left hand side.
The three stripes which are sharp and somewhat
faded at one end signify the speed, accuracy and
comfort which the triple blade action formula present
in Mach 3 provides.

9. Packaging
 Gillette has come up with packing which fulfill all the
essentials of packing the material, color, size and
shape has been designed well. Its packing is very eye
catching.
 The front of the Gillette razor pack is transparent
allowing the customer display of the product. Also
for men’s razor the colors that have been chosen are
dark and solid but for women the colors have been
kept soft and feminine.

10. Bundling
 More and more companies are bundling their
products with other accessories to use the product.
 The MACH3 comes with a shave gel combo in which
the customer can save upto Rs.100.

11. Brand Equity
The value premium that a company realizes from
a product with a recognizable name as compared to
its generic equivalent is called Brand equity.
Brand Equity can be build by using:
 Brand elements
 4 Ps strategies
 Leveraging secondary associations

12. 4P strategy
Product:
 Sophisticated shaving technologies.
 Anti-Friction blades
 Pivoting razor head with 10 Microfins
 The green stripe fades with use to signal when you
may no longer be getting an optimal shave.

13. Price:
 Gillette Mach3 uses Perceived Value Pricing model.
It means the valuation of good or service according to
how much consumers are willing to pay for it, rather
than upon its production and delivery costs.
 The price range of Gillette Mach3 is between Rs. 125
to Rs. 360.
Place:
Gillette uses Hub and Spoke method of distribution.
20 hub cities and spokes are Tier 2 and Tier 3 cities
have been covered in India. Also, the distribution
channel of P&G is being used.

14. Promotion:
 Strong advertising
 Technology and comfort
 High brand recognition
Leveraging secondary associations:
Celebrity spokesperson:
Roger Federer, Tiger Woods, Thierry Henry, David
Beckham, Milind Soman, M S Dhoni

15. CBBE Model
Brand Salience:
Being an international brand, Gillette mach3 has gained
immense awareness worldwide. It has penetrated the market so
well that the males are able to clearly recognize and identify as
a razor very different from the rest. The product has been on
top of the mind of consumers since a long time now.
Brand Performance:
Over the years it has survived in a highly competitive market
with electronic razors and manual blade clippers and has
developed its competitive advantage. This is due to the
performance of the products being offered by the company
over the years.

16. Brand Imagery:
It has developed a recognized image in the minds of
consumers. Being an expensive product, people see it as a
premium and a reliable brand.
Brand Judgement:
These are customer’s personal opinions about and evaluations
of the brand, which consumers form by putting together all the
different brand performance and imagery associations.
 Brand Quality
 Brand credibility
 Brand superiority

17. Brand Feeling:
People feel that Gillette Mach3 is a compatible,
smooth, non-burning or itching, flexible and an easy
to use device.
Brand resonance:
The feeling of being in sync and formation of a
relationship with the product is Resonance and
Gillette has gained this position. Whenever people
think of a premium brand, comfortable, easy to use
razor, Gillette is on the top of their mind.

18. Conclusions
 Strong brands provide value and have a variety of
benefits to both, customer as well as the company.
 Strong brands provide means and the way of
differentiation.
 A variety of associations are linked to a strong
brands.
 Brand elements are essential components for building
brand equity over a period of time.

19.  Market penetration of Mach3 is low, as it is a
premium product and restricted to the high income
class people.
 Mach 3 position in the market place is extremely
strong and secure. Consumers definitely consider it a
superior shaving product compared to other products.
 Strong research background leads to better results. As
Gillette has done before introducing Mach3 razors.
 Segmentation and positioning of a product is very
much necessary for getting good returns and lifetime
customers.

20. Presented by:
 Dipendra Raj Tomar (PGFA1115)
 Garima Tyagi (PGFA1116)
 Gaurav Khatri (PGFA1117)
 Muniza Arif (PGFA1128)
 Pushpam Shree (PGFA1135)
 Timsi Luthra (PGFA1154)

21. THANK YOU