Gillete Mach 3 Prjct

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Brand elements and appeal of Gillette Mach 3

Transcript of Gillete Mach 3 Prjct



Submitted By Sec A Manish Mittal 09BSHYD0427 Eshan Raka 09BSHYD0271

Submitted To Prof A.Srikant

Ritika Choraria 09BSHYD0671 Arun Yadav Varun Shah 09BSHYD0173 09BSHYD0961

Sr. No. 1. 2. 3. 4. 5. 6. 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 7 8 9

Topic Acknowledgement Executive Summary Introduction to Gillette Introduction to Brand Brand Name Selection Brand Equity Brand Name Brand URL Logo Slogan Brand Character Packaging Bundling Advertising & Publicity In the NEWS (Gillette Curse) Suggestions Bibliography

Page no. 3 4 5 7 9 10 10 10 11 12 13 14 16 17 20 21 22

Acknowledgement_3 D J H

We would sincerely like to thank Prof. A. Srikant for his constant guidance and support, who has provided us with the necessary information and valuable suggestion and comments on bringing out this report in the best way possible and for giving us the opportunity to undertake this project on Gillette MACH3. We also wish to thank our parents for giving us an opportunity to study in a prestigious institute such as IBS-Hyderabad in which we could nurture our talent by creating such projects. We are also really grateful to all who have in one way or the other contributed towards our project, without which this would not have been such learning and enriching experience.

Manish Mittal 09BSHYD0427 Eshan Raka 09BSHYD0271

Ritika Choraria 09BSHYD0671 Arun Yadav Varun Shah 09BSHYD0173 09BSHYD0961

Executive Summary_3 D J H

Gillette has been the leading brand in mens grooming industry in India and across the globe. Gillette with its wide range of products caters to the premium segment of the mens grooming market. Gillette owns 70% market share in the disposable razors range worldwide. (source P&G Financial Statement 2008-09)

This project aims at identifying the various Brand Elements associated with a product Gillette MACH 3 and then analyse them in detail. By definition, a brand element is defined as visually or verbally distinct information that identifies and differentiates a product or service. Examples of common brand elements include names, logos, symbols, characters, slogans, and packaging. Marketers often choose brand elements to build brand equity--to enhance consumers' brand awareness or facilitate their formation of strong, favorable, and unique brand association.

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i a brand of Proct r & Gambl currentl Gill used for safet razors, among ot er personal hygiene products. Based in Boston, Massachusetts, it is one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was acquired by P&G in 2005. Their slogan is, "The Best a Man Can Get". The original Gillette Company was founded by King Camp Gillette in 1895 as a safety razor manufacturer.

The Gillette Mach3 is a line of safety razors produced by Gillette and introduced in 1998 after more than $750 million in research and development costs. The three blade design is marketed by Gillette as allowing for a shave with less pressure to the skin and with fewer strokes, thereby reducing skin irritation. While many customers do experience greater comfort with the three-bladed models, some individuals, depending upon skin and beard type, have experienced increased irritation or razor burn as the number of blades has increased. Due to clever marketing by Gillette (and not the actual cost of producing the blades), the Mach3 is more expensive than many other razors, as consumers are willing to pay more for them. The recent release of the Gillette Fusion with 5 blades is more expensive still, continuing the Razor and blades business model, or a "loss leader" model, pioneered by Gillette in the early 20th century. Since the increased price of the newer cartridges creates slower consumer adoption of each new model, Gillette has heavily discounted the newer models through newspaper and in_3 D J H

store coupons and in many cases mailed free copies to individuals on purchased mailing lists. While this practice has accelerated adoption of both, Gillet te still has a strong customer base using their two-bladed razors as evidenced by their wide availability and high sales volume. The blades used by Mach3 only cost a few cents to produce, but can sell for over $2 each. This shows that profit margins on Gillette razor blades are typically over 4500%. Other razors in the Mach3 series are the Mach3Turbo and the M3Power. All Mach3 series razor blades are interchangeable between the three. The Venus series of female razors are based on their Mach3 counterparts. The Venus is based on the Mach3, the Venus Divine based on the Mach3Turbo and the Venus Vibrance is based on the M3Power. The Venus models feature different grip shapes and lengths than their Mach3 counterparts design to assist with the differing angle and reach needs of women shavers.General Features :

New Blade Edge New Corruguration With Ten Flexible & Softer Microfins Enhanced Lubricating Strip Raised Elastomeric Grips & Grooved HandleBenefits

3 Spring Mounted Blades Progressive Blade Alignment Reduces Cutting Force Closer Shave Less Drag & Pull Greater Comfort Closer Shave As Fins Stretch The Skin Increased Lubrication, Improved Razor Glide Consistent Fading Indicates When To Change Less Irritation Enhanced Grip Better Control

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BrandA brand is a distinguishing name and/or symbol intended to identify a product or producer. The American marketing association defines a brand as a name, symbol, term, sign, design or a combination of them, intended to identify the goods or a service of one seller or a group of sellers and to differentiate them from those of competitors. A brand conveys a specific set of features, benefits and services to buyers. It is a mark, a tangible emblem, which says something about the product. The best brands, for example, often convey a warranty of quality. A brand can deliver up to four levels of meaning: 1. Attributes. A brand first brings to mind certain product attributes. For example, Mercedes suggests such attributes as 'well engineered', 'well built','durable', 'high prestige', 'fast', 'expensive' and 'high resale value'. The company may use one or more of t hese attributes in its advertising for the car. For years, Mercedes advertised 'Engineered like no other car in the world'. This provided a positioning platform for other attributes of the car. 2. Benefits. Customers do not buy attributes, they buy benefits. Therefore, attributes must be translated into functional and emotional benefits. For example, the attribute 'durable' could translate into the functional benefit, 'I won't have to buy a new car every few years.' The attribute 'expensive' might translate into the emotional benefit, 'The car makes me feel important and admired.' The attribute 'well built' might translate into the functional and emotional benefit, I am safe in the event of an accident.' 3. Values. A brand also says something about the buyers' values. Thus Mercedes buyers value high performance, safety and prestige. A brand marketer must identify the specific groups of car buyers whose values coincide with the delivered benefit package. 4. Personality. A brand also projects a personality. Motivation researchers sometimes ask, 'If this brand were a person, what kind of person would it be?' Consumers might visualize a Mercedes automobile as being a wealthy, middleaged business executive. The brand will attract people whose actual or desired self-images match the brand's image.

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All this suggests that a brand is a complex symbol. If a company treats a brand only as a name, it misses the point of branding. The challenge of branding is to develop a deep set of meanings or associations for the brand. Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also command higher prices. Where two pro ducts resemble each other, but one of the products has no associated branding (such as a generic, storebranded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

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Brand Name SelectionSelecting the right name is a crucial part of the marketing process. The brand name should be carefully chosen. A good name can add greatly to a product's success. Most large marketing companies have developed a formal, brand -name selection process. Finding the best brand name is a difficult task. It begins with a careful review of the product and its benefits, the target market and proposed marketing strategies. Desirable qualities for a brand name include the following: 1. It should suggest something about the product's benefits and qualities. Examples: Oasis (a still fruit drink), Kleenex (tissue paper), Frisp (a light savoury snaek). 2. It should be easy to pronounce, recognize and remember. Short names help. Examples: Dove (soap), Yale (security products). Hula Hoops (potato erisps shaped like the name). But longer ones are sometimes effective. Examples: "Love My Carpet' carpet cleaner, 'I Can't Believe It's Not Butter' margarine. Better Business Bureau. 3. The brand name should be distinctive. Examples: Shell, Kodak, Virgin. 4. The nam