Gillette Marketing

Executive Summary

Two stages are presented in the report for Gillette Fusion. In stage 1, Gillette Fusion is briefly described. It was launched in 2006 and was introduced to Singapore in 2007. After 4 years operating in Singapore, the market share is lower than expected. This is partly due to skeptical perceptions among consumers who believe that 5-blade razor is exaggerating. In Singapore market, Schick and Bic are the major competitors. However, diversity of competitors is present, with small competitors ranging from ASCRO to house brands. Moreover, Gillette Fusion face intra-brand competition. Gillette Fusion targets at males aged between 18 and 40, which care about their appearance. Its most recent advertising program is the Champion campaign featuring Tiger Woods, Thierry Henry, and Roger Federer, which conveyed the message that Gillette Fusion provides the most comfortable shaving experience with technological advancement. However, this campaign is not longer in use. A new program needs to be initiated.

The marketing objectives are to increase sales and market share (financial objective), and to foster brand loyalty, change consumer attitudes and beliefs towards Gillette Fusion (non-financial objective). The time set for these objectives last for 1 year starting from January 2012. The total budget will be S$3 million, including 20% of Gillette Fusion sales, which is S$1 million, coupled by subsidy of S$2 provided by P&G, the parent company.

Stage 2 starts with Agency Brief presented by Vision Communication (Viscom), a marketing communication consultancy agency. As Gillette Fusion wants to increase sales, market share, and reinforce positive attitudes and beliefs among consumers, Viscom is hired to compose an integrated communication plan. This plan is targeted at aspirational male between 18 and 40 in age. The objective of the plan is to remove skeptical attitude of consumers towards Gillette Fusion, and to increase sales and market share. In SWOT analysis, Gillette Fusion’s strength is at R&D and technological advantage, while its weakness is the premium price and low market position. The main opportunities identified are market shift to premium shaving segments, and potential market for hair removal shaving, and the threats are heighten competition and criticisms. With this understanding, the plan, as described in the Agency Brief, will convey the communication theme of ‘Top of The Class’ through various media.

Traditional advertising includes TV, magazines, and newspaper. The TV ad will incorporate sponsorship and public relations activities to convey the message, whereas magazine and newspaper ad will integrate with promotional tools like coupon. Online social media such as facebook would be used for interactive advertising. Place advertising subsumes poster and transit ad, which carry the link to Fusion’s page on facebook and other social media as a means of integration. Promotions include coupon, bonus pack, and sweepstakes, which are meant to incentivize short-term purchases, again, coupled with other communication tools for integration. Lastly, sponsoring the Singtel Singapore Grand Prix 2012 and actively publicize this move would be the main course under PR and sponsorship effort. Creative ideas including storyboards, print ads for poster, magazines, and newspapers are attached in appendix. The media objective for media plan is comprehensive, including 80% reach in Singapore market; a target frequency averaged 2 times per week, a pulsing schedule to be adopted, etc. The specific vehicles for each medium are Channel 5 for TV, August Men and Men’s health for Magazine, Straits Times for newspaper, Facebook and Youtube for social media, bus stops for poster, SBS buses 154, 105, and 36 for transit ad, etc. The estimated cost totaled around S$2.4 million, which is less than the allocated budget of S$3 million. The specific budget and estimated cost for each of the communication mix elements will be calculated.

Lastly, various evaluative techniques and control mechanism would be involved for each of the communication mix element. The principal method will be consumer surveys and interviews, to be conducted before and after September 2012 to measure the major marketing communication effort.

Table of Contents

Executive Summary 2

Stage 1

1. Introduction 6

2. Problem and Promotional Plan 6

3. Competitive Frame 7

3.1. Diversity of Brands 7

3.2. Intra-brand Competition 7

3.3. Positioning Analysis 8