Mass Communication Strategy

Precision is Beautiful

Introducing GILLETTE

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

Why Gillette

Better

Than

Its competitors

o INNOVATION

o Guide to a World Class

shave

How Gillette convinced more is better in terms of blade

MASS COMMUNICATION

SALES PROMOTION

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.

SALES PROMOTION

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

Consumers.

In this case exposure of

Sponsorship in supply side

Had NO effect on taste of

Consumer.

Traits such as product awareness,comprehension,and attitude to measure effect on demand

WHATNEXT FOR GILLETTE

DIVERSIFY THE MARKET

Market forWomen……

Will Gillette be successful in Marketing to women ???

Gillette for Women • Can use sales promotion to market beauty product and razor

for women.

• Women product should Sponsor events such as fashion shows.

SUMMARY

• 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

Mathur

DISCLAIMER