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Gillette launches the M3Power shaving system Introduction Gillette originated in 1901 and introduced the world’s first safety razor with disposable blades two years later. Ever since, the company has dominated the global shaving market. It is well known for its innovative culture. Throughout the 1970’s and 1980’s Gillette used extensive research to determine customer perceptions about its brand and products. It had a strong brand image and a universal association with “men’s quality shaving products”. It developed shaving “systems” including the Sensor which was launched in 1989 and in 1992 the Sensor for women.. In the late nineties, the Mach III shaving system was developed and like its predecessors; had the same global impact. Keys to its success Key to Gillette’s successes and its dominant position as global market leader, are several factors: 2004 Product launch of the G3Power wet shaving system Its latest product launch in the UK is the G3Power wet shaving system. M3 Power; an extension of the Mach3 sub-brand; is a battery-powered wet shaving system. Its UK debut followed its US launch last May. Integrated marketing communications campaign To support the launch Gillette is currently running a major in-store marketing campaign. The US shaving giant has added another direct marketing agency to its roster to develop the activity, which is running in all major retailers and coincides with a multi-million pound advertising campaign that began in September 2004. The direct marketing agency has the responsibility for creating sales promotion and branding material that is intended to target both existing and prospective Gillette customers. Discount offers and promotions at point-of-sale and within specially created branded areas will include a response element as Gillette looks to collect data on its male customers, as part of its on going marketing research process The sales promotion activity ties in with Gillette’s football sponsorship as it has been an official FIFA (Federation of International Football Association) sponsor since 1982. It has also been able to capitalise heavily on its TV ads, which feature David Beckham, who signed a three-year £50m deal with the company in May 2004. Beckham is shown replacing batteries in the M3 Power razor before using the shaver, where his highly visual, large diamond earring studs are prominently displaced, in a close www.ukassignment.org up shot. Gillette’s use of celebrity endorser to communicate a “consumer enhancement” message combined with an analogy which may be drawn between the earrings and the M3; suggests that the Razor is a high quality product. It is therefore an acceptable personal grooming tool even for the exclusive, wealthy, successful male, thereby appealing widely to an aspiring target group.#p#分页标题#e# Beckham, who also endorses brands such as adidas, Pepsi and Vodaphone; is a highly established house-hold name in the UK. He is seen as a perfect role model: as a great dad, an excellent footballer, a “really good bloke”, and until his alleged affair in Spain, a good husband. The affair kept him in the public eye since his name was constantly in the media; however, this did not appear to affect his sponsorship deals 2008 A new campaign In January 2008, Gillette replaced David Beckham with a trio of sports stars - Thierry Henry, Tiger Woods and Roger Federer - for its first advertising campaign since it parted company with the celebrity footballer in 2007. The campaign, which the brand dubbed the "largest sports marketing campaign" in the firm's 108-year history, is called Gillette Champions. Thierry Henry: was signed by Gillette in 2006 Gillette had already signed Henry, Woods and Federer in 2006 to two-year deals as part of a strategy to bring in a range of sports stars to give the brand resonance with more consumers. The global TV ad, created by Omnicom-owned ad agency network BBDO, first featured the three superstars dressed in black suits talking about how important preparation is to them. The ad ran with the strapline "Prepare to be your best today". The ad appeared on Channel 4, E4, ITV2, Sky Sports 1 and Sky One and ran heavily over the weekend in sports programming, particularly on Sky Sports 1. Subsequent campaigns included the three playing golf, tennis and football with a globe while promoting the Gillette Power Fusion Phenom product. The opening line of the transcript for the TV ads read: “Phenomenal, that’s what you have to be to be world class” The campaign included press, radio, outdoor and internet advertising and online activity. For example part of the strategy included partnering with EA Sports and Xbox to deliver the international Gillette / EA - Champions of Gaming Tournament. The Tournament is a skill-based promotion allowing consumers (from Spain, France, Italy, the United Kingdom, Australia, New Zealand, Singapore, Korea and the United States) to register and compete on Xbox live for the right to play head-to-head against one of the Gillette Champions in a select EA Sports title at a live event in Orlando, Florida in February. As if getting to meet and compete against the likes of Tiger Woods, Derek Jeter and Roger Federer isn’t reward enough, participants will also compete for bragging rights to be named the Gillette Champion of Gaming. (And to date, over 100,000 gamers have thrown their hat into the ring, registering via their Xbox game consoles). On top of the heavyweight, multi media advertising, marketing support included in store promotions, direct marketing, sponsorship and PR.#p#分页标题#e# Additionally, a value pack which offers consumers the chance to buy four Fusion blades and get a Fusion manual razor for free was available in stores from 18th January with a recommended retail price of £7.49. This provided great value to consumers and drive sales for retailers. Gillette offered retailers tailored point of sale material, endorsed by Tiger Woods, Roger Federer and Thierry Henry, to attract consumers to trial Gillette products and the new value pack. Retailers that followed the merchandising advice of ShelfHelp and kept the key products in stock would be helping to ensure that shoppers return to purchase their preferred grooming products. Gareth Barker, Assistant Brand Manager for Procter & Gamble said: “Gillette is the leading UK shaving brand, with a 75% value share of the category. We would expect the launch of Champions and the value pack activity to bring incremental business to the trade.” The Champions campaign encouraged both consumers and retailers to ‘Prepare to be your Best’. Assessed individual project – Individual written report 50% of unit re-sit Your brief, which should follow the SOSTAC model (Smith & Taylor 2001) is: • Conduct a situation analysis, highlighting the external issues that Gillette should consider in India. This should include both marketing and marketing communications external analysis. Identify communications problems the company will face when crossing geographic and cultural boundaries. Marking Criteria Analysis of your findings and integration with recommendations: 35 Notes for a successful assignment • Provide theoretical underpinning to add weight to your arguments
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