Managing Mass Communication

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Company at glance• Founded by King C. Gillette in 1901 as a safety razor

manufacturer• 1st patented safety razor in 1904• Entered the Indian Market in 1984• Spends $6m for TV rights to Baseball World series, 1914• Merged with Duracell(India) Pvt. Ltd. and Wilkinson

Sword India Ltd.• Sold off to P&G in 2005• Gillette has 61 Facilities in over 30 countries and

employs 50,000 people

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Quite a range of products

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Any competitors.... Probably not!!!

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Leader in the industry

Net worth US$43 billion with a brand value of US$16 billion

Largest MarketShare

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Million dollar question:-

Does it happen by itself……………………….

seems so…..

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MASS COMMUNICATIONS1. Advertising2. Sales Promotions3. Events4. Public Relations

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Even Bond uses it !!!

Using films to advertise your brand has brought out positives owing to the large viewership and building reinforcement of brand image

Advertising

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Sports fan..Gillette sponsors Gillette stadium , home of the New England Patriots.

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Gillette is a corporate sponsor of NFL and sponsors several NASCAR races. In exchange gets their presence in its commercials

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Gillette even though has one global marketing message but targeting a country has done them no harm

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Federer and Messi love it too

Sports Marketing at its best

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Social media plays a crucial role

Gillette has got over 2 Million likes on its official facebook page and runs various events online

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Social initiatives help establish brand image and instil trust and confidence in the customers

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Events and experiences are a means to become part of special and more personally relevant memories in consumers 'lives.

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Zamboni at the Boston Bruins game

Zamboni looked like a huge Fusion razor shaving the ice which was a huge success in re-asserting the fact that it is the sole market leader

Event

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Gillette has successfully convinved the world that “more is better” in terms of number of blades and other features.

It has worked very well in the past 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. Same would be the future plans.

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Was appointing Tiger Woods for advertising a mistake?

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.

NO

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Gillette can be successful marketing to women as well

Their women’s products should sponsor events that attract women such as fashion shows and they should place their ads in media like Vogue rather than sports illustrated for men. They can alter their products for women such as creating specific products that manage not only leg hair but other bodily hair.

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• Gillette’s mass appeal is result of Extensive consumer reach and successful mass communications• Build your brand image through catchy advertisemnts • Proper feedback of past associations must be

incorporated while planning future strategies• Broadly classifying: Advertisements, Sales Promotion,

Events and Public Relations• Global marketing effort in the campaigns as “The Best

a Man Can Get” have paid off very well• Events sponsorship mainly related to sports has

established a relevant brand image for Gillette

SUMMARY

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DISCLAIMERCreated by Kartik Mittal, IIT Kanpur during an internship by Prof. Sameer Mathur, IIM Lucknow.