mass communication strategy
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Precision is Beautiful
Brand of men safety razor and other personal care products
About the inventor
• Gillette is widely credited with inventing razor and blade business model where razor were sold cheaply to increase mark-et share.
• King C Gillette is the innovator of the best selling version of safety razor.
• Gillette innovation was thin, inexpensive,disposable blade of stamped steel.
Target younger audience who Care about personal experience,has concern about shaving
o Guide to a World Class
How Gillette convinced more is better in terms of blade
EVENT AND EXPERIENCES ADVERTISING
PRINT AND TELEVISION
ADVERTISMENT Cost effective way to create brand awarenessor educate people.
Gillette follows TraditionalAdvertising.
short term incentive to stimulatequicker purchase of product orservice.
EVENTS AND EXPERIENCES
Sponsoring enables wider exposure for the brand and influenceconsumer attitude.
Gillette sponsors major Basketball league and Football championship. This athletic Sponsorship help it gain consumer trust and confidence.
Will Tiger wood running into controversy affects its marketing message?????
DEMAND SIDE SPONSORSHIP
Gillette corporate image
Measured by demand side or
The effect sponsorship has on
In this case exposure of
Sponsorship in supply side
Had NO effect on taste of
Traits such as product awareness,comprehension,and attitude to measure effect on demand
WHATNEXT FOR GILLETTE
DIVERSIFY THE MARKET
Will Gillette be successful in Marketing to women ???
Gillette for Women • Can use sales promotion to market beauty product and razor
• Women product should Sponsor events such as fashion shows.
• Gillette targeted a particular segment of the society.
• It followed the concept of umbrella branding.
• Mass communication strategy-Advertisement, Sales Promotion, Sponsorship through Events and Experiences.
Created by Shivi Sharma, Kalindi College (Delhi University) during a
Marketing internship by Prof. Sameer