ADVERTISING OF GILLETTE FUSION IN KOLKATA

Objective of the advertisement

• Makes consumers aware of new Gillette Fusion.

• To highlight the features of the Gillette Fusion.
• Educates consumers about benefits of product.
• Teaches new uses of existing brands.
 THE PRODUCT
• Gillette Fusion Gamer and Gillette
Fusion Power Gamer combine the
advanced technology of the Gillette
Fusion shaving system.
• Gillette gives most comfortable shave
in manual or battery power.
• Featuring advanced blade technology
on the front and back of a single
shaving.
• The razor features five blades spaced
closer together for less irritation than
MACH3™, even when shaving against
the grain.
 TARGET AUDIENCE

• Gillette introduce the new line of shaver

‘Fusion’ for male audience.
• The age group would be 16 to 39years
• The Gillette Fusion is targeted for middle and
Higher class people
 MARKET SEGMENTATION
• Demographic:
Age: 18-39
Sex: Male
• Geographic: Kolkata
• Socio-Economic Status
Higher Middle Class
High Class
 MESSAGE STRATEGY
• Product: Gillette Razor
• Brand Name: Gillette Fusion
• Punch Line: “Gillette Fusion reduce shaving
tension”.
• Verbal Elements
The brand name and punch line has been
chosen in English.
 DESCRIPTION OF THE
ADVERTISEMENT
• The advertisement is based on a military camp. Commandos are given a task and they
required to be well groomed. Commandos reported at a place to take the order of the
general.
• The general found that two commandos have not shaved and they are not well
groomed. The general gave 10 minutes to these commandos to have clean shaving and
get back within the given time to take order.
• Two commandos went back to their camp to get shaving.
• General found that one commando returned within 5 minutes and other commando
returned after 10 minutes and the commando who returned within 5 minutes used
GILLETTE FUSION and got clean smart shaving. Other commando who used a BRANDED
RAZOR returned after 10 minutes.
• The general was impressed with the first commando for his well grooming and swift
reporting and general ordered the late comer commando to leave the place and
suspended him for 1 week for not coming in required time and not having proper
shaving.
Print media Add
Impact of Gillette Fusion on Consumer

Easy Shaving
• Good grip, Lubricating strip (no aftershave needed)
• No second shave
Safe Shaving
• No cuts, abrasions
Quick Shaving
• 5 blades
• Lubrication - can b used without shaving cream too
 MEDIA STRATEGY
Media and Vehicle selection
• Media- Television
• Vehicle- Star sports, Espn, Set max
• Media- News paper
• Vehicle – The Times of India, The Telegraph
• Media- Magazine
• Vehicle -Business World
 Cont…
• Demographic Reach: Gillette fusion is
targeted for youth. The age group is between
18-39.
• Geographic Reach: It targeted at high middle
and higher class people. These people live
mainly in Urban areas like Kolkata, Durgapur,
Bardhaman etc.
 Cont…
• Desired Life Span of the Advertisement: The
advertisement will be telecasted for a month in the
television media. Initially the frequency of the
shows/repetitions will be high so as to gain awareness.
• Timing of the advertisement: The Ad will be telecasted
from 6pm to 12pm.
• Linguistically: The advertisement will be shown in Hindi
for the eastern language. The main advertisement will
be done in English languages then the dubbing .
 Cont…

• Desired flexibility: The advertisement will be

shown for a period of 12 seconds. As we want
advertisement to show features of Gillette
Fusion. The minimum time required to throw
this message to the audience will be between
10-12 seconds.
 PROMOTIONAL STRATEGY
• Scratch coupons

• Trail offer pack

 BUDGET OF ADVERTISING
• The Advertising Budget should concentrate on
the following two aspects :-

1. It should be constructed considering the

financial strength of the company.
2. Specific operational activates should be
identified & detailed allocation of funds
should be specified
 Cont …
• The computation of the Advertising Budget