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Assignment Questions

Comment on the bake-off assignment and implementation plan followed byGillette.

A second agency called Ames was involved by Bob Forman for the brand assignment , here the

bakeoff plan details were formalised and were sent to both BBDO and Ames

The bake-off assignment

The bake off assignment reaffirmed the commitment of Gillette for Dry Idea and also focussed thurgency to look into the creative part of the campaign. They also set a deadline of March 1984 toform the agenda for new form introduction.

The objective behind it was to develop a break through advertising campaign along with an

overall strategic plan. They also wanted to develop a strong candidate for solid form concepttesting

Implementation Plan followed by Gillette

The bake-off implementation plan involved 4 phases and was scheduled to span across 6months till April 1894

- Brand orientation for bake-off agency participants

- AMES and BBDO working independently on the assignment

- Each agency presenting separately to Gillette, then forming a joint resolution of copy testdesign issues

- Consumer testing of the new dry idea advertising

However there were a few concerns related to the implementation plan

- The brand orientation program for both BBDO and AMES was organised simultaneously.However AMES was new to Gillette whereas BBDO had been involved from a long time. So

AMES should have been given a more detailed and longer orientation so as to overcome thereserved approach as is evident from the case

- Since Gillette was looking for form extension the ideas of both AMES and BBDO should havebeen evaluated comparatively against each other and a new test vehicle developed rather thanusing the test vehicle of the old dry idea campaign

The following three major issues which were identified in the A part of the case were addressed

- Their strategy for the whole marketing campaign was not clear hence later they asked theagencies to develop a strategic business plan

- Since the market share for roll on form was declining and they wanted to focus on solid formwhich was gaining share they asked the advertising agencies to develop an advertisement for it

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- Since the present advertisement were not that effective, they asked the agencies to developa marketing campaign

Based on the case facts, Exhibit 3,4 & 5, who won the bake-off? Justify.

Based on the case facts and Exhibit 3,4,and 5 we can say that the Never Never campaignwont the bake-off. The Spokesman campaign scores highest on the related recall and salesmessage recall fronts, but it was used only for reference and also the audience reward datafor Spokesman was not available.

However if we look at the Never Never campaign it not only is next only to the Spokesmancampaign in related recall and sales message recall it also has the audience reward.

Body at work campaign has the poorest related recall and sales message recall among all thecampaigns

How would Gillette-BBDO relationship be impacted? Was the bake-off decisionan appropriate for the Dry Idea problem?

The relationship between Gillette and BBDO was would have been positively impactedbecause of the following reasons

Gillette got a chance to evaluate if any other agency could do a better work thanBBDO, if after evaluating both the campaigns on the test vehicle BBDO campaignperformed better , this would strengthen the relationship remove any doubt about thecommitment of BBDO which had been developing off late

Also we could sense that BBDO had got complacent and were not assigning their best creative people for the Gillette campaigns. The current decision indicated that taking

the Dry Idea account not seriously would cause them to lose the client

However if we only look at the bake off decision it cannot be called very appropriatebecause of the following reasons

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AMES was given the same brand orientation as BBDO, but a new company needs alonger and detailed orientation to understand the brand better and work at the same levelas the older organisation (BBDO). Hence we could see that AMES followed a reservedand authoritative approach

Engaging more than one agency (including BBDO) means that it will be emotionallywould double the costs of marketing and advertising

BBDO had a long relationship with Gillette and bringing in a new agency justbecause of a single campaign not working well is not good .Also the success of adcampaign is a very subjective thing. Moreover BBDO having associated for so longunderstood the brands and products better than other agencies Assignment Questions

Comment on the bake-off assignment and implementation plan followed byGillette.

A second agency called Ames was involved by Bob Forman for the brand assignment , here thebakeoff plan details were formalised and were sent to both BBDO and Ames

The bake-off assignment

The bake off assignment reaffirmed the commitment of Gillette for Dry Idea and also focussed thurgency to look into the creative part of the campaign. They also set a deadline of March 1984 toform the agenda for new form introduction.

The objective behind it was to develop a break through advertising campaign along with anoverall strategic plan. They also wanted to develop a strong candidate for solid form concepttesting

Implementation Plan followed by Gillette

The bake-off implementation plan involved 4 phases and was scheduled to span across 6months till April 1894

- Brand orientation for bake-off agency participants

- AMES and BBDO working independently on the assignment

- Each agency presenting separately to Gillette, then forming a joint resolution of copy testdesign issues

- Consumer testing of the new dry idea advertising

However there were a few concerns related to the implementation plan

- The brand orientation program for both BBDO and AMES was organised simultaneously.However AMES was new to Gillette whereas BBDO had been involved from a long time. So

AMES should have been given a more detailed and longer orientation so as to overcome the

7/27/2019 Gillette Dry Idea

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reserved approach as is evident from the case

- Since Gillette was looking for form extension the ideas of both AMES and BBDO should havebeen evaluated comparatively against each other and a new test vehicle developed rather thanusing the test vehicle of the old dry idea campaign

The following three major issues which were identified in the A part of the case were addressed

- Their strategy for the whole marketing campaign was not clear hence later they asked theagencies to develop a strategic business plan

- Since the market share for roll on form was declining and they wanted to focus on solid formwhich was gaining share they asked the advertising agencies to develop an advertisement for it

- Since the present advertisement were not that effective, they asked the agencies to developa marketing campaign

Based on the case facts, Exhibit 3,4 & 5, who won the bake-off? Justify.

Based on the case facts and Exhibit 3,4,and 5 we can say that the Never Never campaignwont the bake-off. The Spokesman campaign scores highest on the related recall and salesmessage recall fronts, but it was used only for reference and also the audience reward datafor Spokesman was not available.

However if we look at the Never Never campaign it not only is next only to the Spokesmancampaign in related recall and sales message recall it also has the audience reward.

Body at work campaign has the poorest related recall and sales message recall among all thecampaigns

How would Gillette-BBDO relationship be impacted? Was the bake-off decisionan appropriate for the Dry Idea problem?

The relationship between Gillette and BBDO was would have been positively impactedbecause of the following reasons

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Gillette got a chance to evaluate if any other agency could do a better work thanBBDO, if after evaluating both the campaigns on the test vehicle BBDO campaignperformed better , this would strengthen the relationship remove any doubt about thecommitment of BBDO which had been developing off late

Also we could sense that BBDO had got complacent and were not assigning their best creative people for the Gillette campaigns. The current decision indicated that takingthe Dry Idea account not seriously would cause them to lose the client

However if we only look at the bake off decision it cannot be called very appropriatebecause of the following reasons

AMES was given the same brand orientation as BBDO, but a new company needs alonger and detailed orientation to understand the brand better and work at the same levelas the older organisation (BBDO). Hence we could see that AMES followed a reservedand authoritative approach

Engaging more than one agency (including BBDO) means that it will be emotionallywould double the costs of marketing and advertising

BBDO had a long relationship with Gillette and bringing in a new agency justbecause of a single campaign not working well is not good .Also the success of adcampaign is a very subjective thing. Moreover BBDO having associated for so longunderstood the brands and products better than other agencies