Gillette final

1•Status Quo

2•Our Holistic Approach

3•CBBE

4• IMC

Status Quo

Current Positioning– Unclear connection between shavers and skin care– Little resonance to upper segment

Status Quo

Marketing Methods– Celebrity Endorsements (top individual sports athletes)– Instore, Print, TV, Online

Our holistic Approach

Instead of the single product approach

Portfolio-Leveraging-StrategyClearly relating the products

Single product strategy not logicalCompetitors brands have a stronger association with skincare

Costumer segmentation

• Main Targets• Mr. Magnetic• Mr. Style

Costumer segmentation

Clearly relatingthe products on the medium and long termwith the following ideas

KING C. GILLETTEBrand extension1

King C. Gillette

• Introduction of premium heritage brand, emphasizing shavers and skin care products

• Idea: focus on heritage and communicate that Gillette is not only about razors, but everything related to shaving– Transcending the daily routine:

“Shaving matters again”

King C. Gillette

Leveraging the corporate brand• It has a rich heritage, being the inventor of the

safety razor (Aaker, 2004)

Brand Extension (Ch. 12)• Line extensions: use parent brand to introduce a

product to a new market segment (Aaker 2004)

Enhance the parent’s brand image

A WINNING TEAMReinforcing the message2

Reinforce the message: Winning Team

Relating the products by presenting them as a winning Team

Celebrity endorsement through Rob & Mike Bryan

Reinforce the message: Winning Team

Secondary brand knowledgeto build brand equity (Ch. 7)• Celebrity endorsements, teams that wouldn’t

work separately

POD:• Products themselves already have best performance in

product category (Stiftung Warentest)• Products symbiotically increase effectiveness

CBBE

For a Guy’s Guy Who Leads With

Class

Unrivaled Performance, Setting Consistently Higher Standard That Men Trust

Heritage: Understands Men From Generation To GenerationTHE BEST A MAN CAN GET

IdentityWho are you ?

What about you ?

What about you and me ?

What do you stand for ?

Judgments/Feelings

Salience

Resonance

Performance/Imagery

We help you to look, feel and be the best

IMC

why two ideas?

• King C. Gillette to create awareness that Gillette is shaving (not only razors)

• Winning team to further relate products and not alienate the existing customer base

IMC

order of implementation:

Start with introducing the King C. Gillette line and reinforce product relationships with the winning team campaign

Communication Channels

In store Online Magazines TV

King C. Gillette

Buzz Marketing

• A high fashion black tie gala • Invite VIPs • Online subscription to win

tickets for the Gala

The King C. Gillette Gala

Communication Channels

Billboards In store Online Magazines TV

Winning Team

CONCLUSION

INTRODUCE “KING C. GILLETTE” TO CREATE BUZZ AND UNDERLINE RELATIONSHIP OF GILLETTE PRODUCTS

THE WINNING TEAM CAMPAIGN TO REINFORCE THE MESSAGE

IMPROVE CBBE BY CLEARLY RELATING THE PRODUCTS

SHAVING MATTERS AGAIN