Case

GILLETTE

Read the case study and answer the questions below.

Gillette knows men. The company not only understands what product men desire for their grooming needs, it also knows how to market to men all around the world. Since the invention of the safety razor by king C. Gillette in 1901, Gillette has had a number of breakthrough product innovations. These include the first twin blade shaving system in 1971 named the Trac II, a razor with spring-mounted twin blade in 1989 dubbed the Sensor. In 1998, Gillette introduced the first triple blade system, Mach3, which became a billion-dollar brand surpassed only by the 2006 launch of the "best shave on the planet" --- the six brand Fusion, with five blades in the front for regular shaving and one in the back for trimming.

Today, Gillette holds a commanding lead in the shaving and razor business with a 70 percent global market share and $7.5 billion in annual sales. Six hundred million men use

Gillette product every day, and the Fusion razor accounts for 45 percent of the men's razors sold in the U.S Gillette mass appeal is a result of several factors, including extensive consumer research, quality product innovation, and successful mass communication.

While Gillette's product launches have improved male grooming, it is the company's impressive marketing knowledge and campaigns that have helped it reach this international level of success Traditionally, Gillette uses one global marketing message for each country or region. This message is backed by a wide spectrum of advertising support, including athletic sponsorships, television campaigns, in-store promotions, print ads, online advertising, and direct marketing.

Gillette has ties to American football. The company sponsors Gillette stadium, home of the New England Patriots, and is a corporate sponsor of the National Football League (NFL), making four of Protect & Gamble's product---Gillette, Old Spice, Head & Shoulders, and Febreze---"Official Locker Room Products of the NFL".

Gillette's recent close association with sport is evidence from its chose of brand ambassadors. At one time, soccer player David Beckham was its ambassador for Mach3. Gillette also identified sports greats as its Gillette Champions---baseball star Derek Jeter, tennis champion Roger Federer, and soccer great Thierry Henry. Prior to news of his infidelity, golfing star Tiger Woods was also among Gillette Champions. These sports star we're engaged in campaigns designed to help Gillette expand beyond razors and shaving and increase the sales of its entire line of grooming products.

Gillette's recent "The Moment" campaigns, a newer version of its "The Best a Man Can Get" campaigns is a massive marketing effort including television, print, online, and point-of-sale advertising. However, in the most parts of Asia, baseball is not a popular sport, and very few have heard Derek Jeter. Thus, the Gillette Champions were adopted to include Federer, Henry, and Woods, whose subsequent infidelity led to Gillette not renewing its sponsorship in 2010. The campaign featuring these three sport personalities was also adopted for Malaysia, Singapore, and Thailand. Each campaign promoted a different Gillette razor based on local demand. In Singapore, the Fusion was promoted in the campaign comprising a viral TV commercial, downloads at a microsite, and an indoor three-on-three soccer competition. In India, in addition to the international sport personalities, the Gillette Champions also included local sport celebrities. The Mach3 was promoted using India's cricketer Rahul Dravid, tennis player Manesh Bhupathi, and rugby player actor Rahul Bose.

However, the use of such sport celebrities has its setbacks. Federer, Woods, and Henry form a powerful three-pronged brand ambassador role for Gillette. However, Woods is known for his infidelity while Henry's handballing during 2010 FIFA World Cup led to an uproar and boycott of Gillette products. Scandal-free Federer crashed out in 2011 Wimbledon.

Not all communication about Gillette involves sports. In India, for instances, besides the use of three local sport personalities to promote Mach3 Gillette also supports the "Woman Against Lazy Stubble" (WALS) movement which features Bollywood actresses such as Minissha Lamba, Neha Dhupia, and Mugdha Godse to get men to shave. It also launched "Gillette Grooming Centres" with 50 salons where tips on shaving are given to help promote its product. Its advertisements are also localized to suit the Indian culture. In one commercial for its Vector razor, designed and priced for the Indian market, it related the use of the razor during an Indian wedding party.

When Procter & Gamble acquired Gillette in 2005 for a whopping, $57 Billion, it aimed for more than sales and profit. P&G, an expert on marketing to women, wanted to learn about marketing to men on global scale, and no one tops Gillette.

Source: Kotler, et al. (2012). Marketing Management: An Asian Perspective. 6^th ed. Pearson

QUESTION:

1.Some of Gillette's spokespeople such as Tiger Woods and Thierry Henry have run into controversy after becoming endorsers for the brand. Does this hurt Gillette's brand equity or marketing message? Explain.

(10 marks)

2.Assume that you have been appointed as an Advisor for Gillette. In Asia, cheaper razors are available. What Gillette can do to encourage Asian men to buy Gillette? Suggest TWO (2) strategies.

(10 marks)

3. Can Gillette ever become as successful at marketing to women? Justify your answer.

(10 marks)

4. Assume that Gillette would like to promote their products at your university. To do so, Gillette had agreed to sponsor one of the university programs. You have been appointed as the project manager. Your main task is to propose a suitable program to be conducted at the university (CSR, motivational, etc.), and at the same time, Gillette can use it as a promotional platform. Prepare a proposal for this program.

The proposal must be complete, as it will be presented to Gillette, for the sponsorship.

(20 marks)