Mass Communication Strategy
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Transcript of Mass Communication Strategy
About the inventor
• Gillette is widely credited with inventing razor and blade business model where razor were sold cheaply to increase mark-et share.
• King C Gillette is the innovator of the best selling version of safety razor.
• Gillette innovation was thin, inexpensive,disposable blade of stamped steel.
PRINT AND TELEVISION
ADVERTISMENT Cost effective way to create brand awarenessor educate people.
Gillette follows TraditionalAdvertising.
EVENTS AND EXPERIENCES
Sponsoring enables wider exposure for the brand and influenceconsumer attitude.
Gillette sponsors major Basketball league and Football championship. This athletic Sponsorship help it gain consumer trust and confidence.
DEMAND SIDE SPONSORSHIP
Gillette corporate image
Measured by demand side or
The effect sponsorship has on
Consumers.
In this case exposure of
Sponsorship in supply side
Had NO effect on taste of
Consumer.
Traits such as product awareness,comprehension,and attitude to measure effect on demand
Gillette for Women • Can use sales promotion to market beauty product and razor
for women.
• Women product should Sponsor events such as fashion shows.
SUMMARY
• Gillette targeted a particular segment of the society.
• It followed the concept of umbrella branding.
• Mass communication strategy-Advertisement, Sales Promotion, Sponsorship through Events and Experiences.