Indian Institute of Management, Kozhikode

IMC CASE: Gillette: Dry Idea (A)

Submitted by:

GROUP 3
Amrutha Das - PGP/26/124
Amrit Raj - PGP/26/251
Yuvraj Date - PGP/26/259
Durba Biswas- PGP/26/263
Simran Shah- PGP/26/288
Abhisekh Dohare- PGP/26/246
Question 1- Analyze Deo market and Dry Idea's Place in it. What drives the category
from the consumer behaviour point of view?

In the deodorant market, consumer behaviour is affected by many things, such as historical
trends, product forms, effectiveness, looks, and brand loyalty. Here's a look at it:

· Historical Trends: The market for deodorant and antiperspirant has changed a lot over
time. In the past, people used scented oils and waters, but now they use different
chemicals. Different types of products, like roll-ons, aerosols, sticks, and solids, have
changed how people choose to use them. Consumer choices have been affected by
changes in the past, such as the environmental concerns about aerosols in the 1970s.

· Product Forms: The way people want products to look has changed over time.
Aerosols were very common in the middle of the 20th century, but environmental
concerns led to a drop in their use. Roll-ons became popular, especially with women, and
then sticks and solids did well because they could be used dry and were easier to use.

· Efficacy and Aesthetics: Consumers care most about how well a product works, which
means it needs to protect against sweating and mask body odour. Aesthetics, like how dry
the application feels and how nice it smells, are also very important to consumers.

· Brand Loyalty: In the deodorant/antiperspirant category, many people are very loyal to
their favourite brands. They tend to stick with the form that works best for them and is
most comfortable. Brand loyalty can be affected by a number of things, such as trust in
how well a brand works, familiarity with the brand, and personal preferences.

· Market Saturation: By 1983, a large number of men and women in the U.S. were
using deodorant and antiperspirant products, which shows that the market was full. This
means that brands have to work hard to get a piece of the market by making new products
and advertising them well.

· Price Sensitivity: Consumers may be price-sensitive to some extent, but they are often
willing to pay premium prices for products that they perceive as more effective or better
suited to their preferences.

· Advertising and promotion can have an effect on how people act. Manufacturers spend
a lot of money on advertising campaigns and marketing strategies to attract customers and
 set their brands apart from those of their competitors. Trade promotions, like discounts on
invoices, and consumer promotions, like giving out samples and coupons, are also used to
get people to buy certain deodorant products.

Dry Idea's Place in the Market:

● Dry Idea entered the market with a unique selling proposition focused on improved
dryness protection and a dry-feeling application.
● It initially gained market share as consumers sought alternatives to traditional roll-ons
which are water based as opposed to Dry Idea which was silicon based.
● However, Dry Idea's market share began to decline due to multiple factors, including
changes in consumer preferences and a lack of strong advertising support.
● To rejuvenate the brand, Dry Idea aimed to introduce new product forms and improve
advertising campaigns.

Question 2: Understand the Brand management (client-gillette) and Account

management (agency-BBDO) organization based on the case data read and analyze/
compare the client and agency perspectives on the Gillette marketing and advertising
issues faced during the period.

Client Perspective (Gillette - Brand Management):

A product management system is at the centre of Gillette's brand management. Each brand
has a product manager who is in charge of how well it does and how it is marketed. Gillette's
brand management system is set up in a hierarchy, with product managers reporting to
marketing managers and then to vice presidents of marketing. Carole Johnson said that
making decisions at Gillette means making suggestions but not having a lot of power to make
the final decision. The case also shows that Dry Idea might not have gotten as much attention
and help from Gillette as other brands, like Right Guard. This could be because people
thought that Right Guard was more important, which could mean that there weren't enough
resources for Dry Idea.
Agency Perspective (BBDO - Account Management): BBDO is a full-service advertising
agency that is in charge of promoting and advertising Gillette's brands, such as Dry Idea.
They have a structured system for managing accounts that includes account executives,
supervisors, and representatives from upper management. BBDO puts a lot of focus on
creative excellence and how a brand looks. Their business philosophy is based on creating
unique brand images that connect with customers and make them stand out in the market. To
reach this goal, they put a lot of emphasis on creativity in their advertising campaigns. BBDO
thinks of Gillette as a "good client" and values their business. But there are sometimes
problems, like being unhappy with the way commissions are set up or having trouble coming
up with new ideas for brands like Right Guard. The agency knows how important it is to give
people the right space to be creative.

Some of the reasons that may cause advertising and marketing issues are:

1. Gillette's brand management is structured and based on a hierarchy, with a focus on

product management and the use of resources. In advertising, on the other hand,
BBDO focuses on creativity and brand imagery. This difference in focus can
sometimes lead to tension, especially when creative ideas and hierarchical ways of
making decisions clash.
2. Gillette may not have given the Dry Idea brand enough resources or attention, which
may have led to its decline. BBDO appreciates clients who give them the tools and
space to do creative work, but they may have trouble working with brands that have
limited resources.
3. Both Gillette and BBDO value their long-term relationships with their clients, but
problems like those with Right Guard show how hard it can be to handle a client's
advertising needs.
4. The case shows a problem with the way Dry Idea advertises. Gillette, who is
represented by Carole Johnson, is upset that the agency can't solve the creative
problem. However, BBDO seems to be working hard to solve the problem through
research and creative projects.
Question 3: What really is the problem? What alternatives Carol has and what should
she do?

Carole Johnson, the product manager for Dry Idea, is having trouble because Dry Idea's
market share is going down and the brand needs to be brought back to life. Several things are
causing this problem:
● Declining Market Share: This decline is likely due to changing consumer
preferences and increased competition within the deodorant/antiperspirant market.
● Ineffective Advertising: The brand has struggled to develop effective advertising
campaigns.
● Market Shift Away from Roll-Ons: The consumer trend has shifted away from
roll-on products, which is Dry Idea's primary form. This trend has negatively
impacted the brand's market share within the shrinking roll-on segment.

Alternatives for Carole Johnson:

● New Advertising Campaign: Carole could work with the advertising agency
(BBDO) to make an ad campaign that is more creative and effective. This campaign
should focus on Dry Idea's unique selling points, like how it protects against dryness
and feels dry when you apply it.
● Product Innovation: Carole could look into new product ideas, like making Dry Idea
in different forms (like sticks or solids) to keep up with changing consumer tastes.
This may help the brand reach more people in different parts of the market.
● Rebranding and Repositioning: Consider rebranding or repositioning Dry Idea to
make it more appealing to the target audience. This may involve a refreshed brand
image, updated packaging, and a clear value proposition.
● Collaboration with Retailers: Work with retailers to improve the visibility and
positioning of Dry Idea in stores. Displays and ads that stand out can help bring
people to the brand.