imc case analysis gillette dry idea (a)

Integrated Marketing Communication

Integrated Marketing Communication Case Analysis: Gillette Dry Idea(A)

MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH

Group II (IMC-A) Submitted by:


Objectives

To determine the correct strategic positioning for dual-benefit product(Dry Idea) to reduce decline in Sales

To develop a distinctive, consumer relevant image for the brand through advertisements and other activities


Assignment Question Analyze Deo market and Dry Idea’s Place in it. What drives the category from the consumer behavior point of view?


Deodrant/Antiperspirant market

In 1983 the US Sales were $1 billion for 506mn units Two types of products

Deodrant 25% of sales Provides anti-odor protection

Antiperspirants 75% of sales Protection against perspiration wetness and effective

deodrancy Available in 4 major forms

Aerosols Roll-ons Sticks Solids


Consumer Trends

Gillette’s Aerosol based Right Guard spray resulted in male usage along with Female usage

Consumer shift from Aerosols towards direct application forms like primary roll-ons(non aerosol)

Signs of Consumer shift in Non Aerosol based segment from roll-ons towards solids and sticks

Purchases were made in Food Stores Drug stores Mass merchandiser outlets

Major Purchase factors Product efficacy Aesthetics Form choice(dominant)


Dry Idea

A roll on Perspirant launched in 1970 in scented and unscented fragrances

Benefits Improved dryness protection Dry feeling application Silicon suspension formulation instead of Water based

Packed in individually plastic roll-on containers

Premium pricing supported by trade promotions & National advertising


Assignment Question Understand the Brand management (client‐Gillette) and Account management (agency‐BBDO) organizations based on the case data, read and follow the interactions (scenes 31‐32, 62‐44 in video transcripts) and analyze/ compare the client and agency perspectives on the Gillette marketing and advertising issues faced during the period.


Problems

Lack of impactful and pre-emptive creative

Roll-on subset is declining

The advertisement budget was quite low(at times one-third of the competitors) and ineffective

Lack of an identifiable brand personality (no emotional end benefit)

Dry Idea had low top of the mind recall as it wasn’t associated to something consumers can easily relate to


BBDO Recommendations

Conduct a strategic test free of executional variables (strategy to be followed: going against/supporting solids, communicating efficacy or aesthetics)

Run an interim creative for 6-12 months Start to Finish on account of a brand personality being associated with this commercial

Spokesperson communicates only the attribute (no water), not the benefit,

cannot be applied to solid or aerosol,

was not shot with the intent of airing it but was meant to go to the ASI to learn how the no water attribute could be translated into an equivalent benefit

is a short term solution


Gillette Recommendations

Form Extension program for long term to rejuvenate declining sales

Short term program

Better Advertising

Product improvement

New Fragrance

Attracting management attention to increase spending on the brand


Assignment Question What really is the problem? What alternative Carol has and what should she do?


Problem

Gillette conducted two advertising campaigns

“NEW START TO FINISH”

“ALL YOU FEEL IS DRY”

Both the advertisement had pretty low recall rates and were even less effective as compared to existing “Spokesman” campaign

Gillette were of the opinion that they weren’t getting the support they required from the BBDO agency


Alternatives

Regarding which advertising piece to run in the interim

“NEW START TO FINISH”

“ALL YOU FEEL IS DRY

“SPOKESMAN”

Another round of copy development with BBDO

Have another agency work on the business in addition to BBDO

Fire BBDO, start with new agency


Recommendations

Short term

Continue with “SPOKESMAN” Lack of clarity in strategic positioning, Hence status quo

Starting off new campaign can confuse customers

Higher impact, good brand recall, good persuasion

Give one more chance to BBDO Long relationship

Knows the brand well

New agency will take time to understand the Brand

Long Term

Since there is overall decline in roll-on market, the product should be modified to suit the changing customer needs

Strategic clearity in positioning

Select agency which communicates the best to the customer

imc case analysis gillette dry idea (a)

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