Presented By

Sourabh Upadhyay
MBA/10047/18
Nikhil Mishra
MBA/10051/18
Shraddha Shristy
MBA/10083/18
Ankit Kumar
MBA/10093/18
Manas Maheshwari
MBA/10094/18
 • The company established by King Camp Gillette on 28 September 1901 in Boston.
Initially it was American Safety Razor Company.
About • 1914 Gillette brokers deal with US Army (3.5 Million razors, 36 Million blades). In
1952, its name changed to The Gillette Company.
Gillette • In India, co. established on 9th February 1984, in Rajasthan as Indian Shaving
Products Limited and was jointly promoted by House of Poddar Enterprises and
Gillette co. Now it is called as Gillette India Ltd.
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• Merged with Duracell (India) Pvt. Ltd. and Wilkinson Sword India Ltd.
 • 1973 Net Sales exceed $1Billion.
• 1980 Net Sales exceed $2 Billion.
Brand • Sold off to P&G in 2005 for $57 billion

highlights • Launched various innovative products to capture the Indian Audience

• Market leader in premium shaving care segment
• Awarded as the 13th most global brand by Bloomberg Business weak.
(ref: money control) Your Logo or Name Here 3
Evolution of Gillette Razor

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 The Century Begins with the System Razor
In 1903, Gillette introduced the world’s first system razor—a two-piece safety razor with a thin, strong, sharp
double-edge blade attached to a reusable handle. When the Gillette system razor hit the market, it didn’t
take long for blade sales to reach into the millions. In fact, you can still get our Gillette Platinum-Plus®
Double-Edge Blade.

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 IMC Tools
IMC Tool Use

Advertising Efficient get messages to large audience

Stimulate immediate purchase, Reward repeat

Sales Promotion
purchases, motivate sales personnel

Build positive image, strengthen ties with

Public Relations
stakeholders.

Reach targated audiances, encourage direct

Direct Marketing
response.

Reach customers one to one to make sales,

Personal Selling
strengthen relationship
 Gillette Mach 3
VIDEO - GILLETTE MACH 3 CAMPAIGN

Video - Gillette Mach 3

Camgaign

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 Shave India movement

• Uncharacteristically compared to other markets, Gillette was struggling to

crack India with their Mach3 razor.
• Indian men were refusing to ditch the extremely cheap disposable razors for
the premium Mach3 , especially as they believed a different blade wouldn’t
make a difference.
• The ‘Shave India Movement’ began in 2008 and by 2010, the marketing
campaign had made a tremendous impact.
• the Shave India Movement, featuring infomercials, social media and stunts
such as a world record for shaving.
• In 2010 Gillette sponsored “Women Against Lazy Stubble”. The media
carried opinion polls and featured clips in which female celebrities
condemned stubble. Debates raged on Facebook.
• Bollywood actresses Neha Dhupia and Mugdha Godse, key supporters of the
Shave India Movement.
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Impact of Shave India movement

• It also understand understood digital

marketing strategies weren’t going to work
with its demographics and focused on reach
its audience in other manners.
• By 2013, only a few short years after the
beginning of the campaign, Gillette
accounted for two out of the three razors
sold in India.
• In eight weeks Gillette’s sales of the Mach3
increased by 500 per cent and market share
for razors reached 40 per cent.

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 Gillette Guard Ad.
• Gillette also needed a separate, more affordable
razor to appeal to those at “the bottom of the
pyramid” – the mass market of consumers on low
incomes.
• The result was the Gillette Guard, designed with
emerging market consumers’ needs in mind,
addressing factors such as lack of running water
and affordability.
• It aimed for a razor system that sold for 33 cents
and replacement blade cartridges that sold for 8
cents. This would make it equivalent to the cost of
using a double-edged razor.
• Gillette Guard, the first product created just for the
Indian market, was introduced in October 2010.
• It was priced at just Rs15 per razor - less than 35
cents and three per cent of the top-of the-range
Fusion ProGlide price. At Rs5 for a refill cartridge,
Gillette Guard met customer expectations on safety
and ease of use.
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Gillette Guard Ad.

Play Video 12
Why Gillette Guard ?

• Unlike the heavy digital marketing

strategies used in the developed
world, the campaign for promoting
Gillette Guard was based on
traditional advertisements featuring
Bollywood actors.
• As the first product designed for men
specifically in this market, Gillette
Guard is touted as "one of the most
significant product launches in Gillette
history".
#ShavingStereotypes – The Barbershop Girls of India

• Grey Group India tells the true story of two girls who
run their father's barbershop in Uttar Pradesh

• The digital film, uploaded on the brand's YouTube

channel on 26 April, has garnered 3 million views so
far.

• The film shows the everyday village life from an

eight-year old boy’s point of view as he notices how
gender roles are clearly defined in the society

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#ShavingStereotypes – The Barbershop Girls of India Created by Grey

Play Video 15
#ShavingStereotypes – The Barbershop Girls of India

Gillette is aiming to address gender stereotypes in

India with its latest campaign, featuring the
barbershop girls of India.
With their father and their fellow villagers support,
the village is seen to be setting the right example and
inspiring the next generation of men because
children do learn from what they see.
when we take positive actions, we create meaningful
change and set the right example for next generation
Later the Campaign was supported by celebrities and
Gillette India increased their popularity in mind of
customer and Increased brand loyalty.
 We Believe: The Best Men Can Be | Gillette (Short Film)

30 years ago Gillette launched there tagline

‘The Best A Man Can Get.’

As a brand that encourages men to be their best, we are committed to

driving change that matters and promoting #TheBestMenCanBe.

"The Best Men Can Be“ is a corporate social responsibility advertising campaign launched
by safety razor and personal care brand Gillette in January 2019

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We Believe: The Best Men Can Be | Gillette (Short Film) directed by Kim Gehrig

Play Video 18
 Motive of We Believe: The Best Men Can Be

There was a research suggesting that millennial give more credit to brands using CSR appeals

The ad continues on to explain that "we believe in the best in men: To say the right thing, to act the right way",
since "the boys watching today will be the men of tomorrow." As a result, the original slogan is re-worked to
reinforce this message, becoming "The Best Men Can Be"
Facebook

21 lakh
People
Likes

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Twitter

133.3k
Followers

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Instagram

124k
Followers

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Youtube

141k
subscribers

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 Market Share

Sales

Brand Sales %

Gillette 55%

Axe 11%

Supermax 15%

Other 19%

Gillette Axe Supermax Other


Gillette Soldier For
Women, Brand’s CSR
Initiative FEBRUARY 26,2013
Gillette, the men's personal care brand from
Procter and Gamble (P&G), has come up with an
interesting television commercial in the wake of
the recent public uproar about crimes against
women. It was also spread on social media.
• Our country needs men who can stand for
women. If you stand for women then you stand
for your country.
• According to AFAQS, Gillette India, the men’s
personal care brand from Procter & Gamble has
weaved it’s new television commercial around
the same theme, in the wake of recent uprising
of crimes against women.
• The TVC that has been conceptualized by BBDO
India makes a bold statement – “Soldiers
Wanted” not for borders but to protect the
women of the country.
• The video has been uploaded on YouTube and
has fetched more than 260K views in just 3 week.
• Gillette weaving CSR initiatives around its brand
is nothing new. In 2011 Gillette had launched
“People’s Gateway Movement” around the third
anniversary of 26/11 Mumbai terror strike.
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Thank You
Kalle Persson
+1 23 987 6554
kalle@email.com
www.fabrikam.com