Gilette Dry Idea (A) Case

Analysis
Group-9
Pallav B - PGP/21/337
Pulokesh Ghosh - PGP/21/169
Arijit Goswami - PGP/21/259
Shashank Singh Ashk - PGP/21/176
Marianne Chpn - IE/21/018
Deo Market Analysis
Quick Facts :-
Competition wise Market share
Sales over $1 billion in 1983 in US
Shulton; 8.21%
Sales at different location Types of Product
Bristol Myers; Procter and 1. Food Stores (52%) 1. Aerosol based
12.05% Gamble; 28.87%
2. Roll on
Mennen ; 13.11% 2. Drug Stores (27%) 3. Sticks
3. Merchandise outlet (21%) 4. Solids

Carter-Wallace; Gillette; 22.65%

Dry Idea :- Product Benefits :-
15.10%
Launched by gilette in 1978, product - Improved dryness
came in rollon form scented and protection
unscented - Dry feeling application
Product wise Market share
Deodrant Cause of product decline :- Major Purchase Factor
- Low awareness - High efficacy rate
- Multiple campaign which caused - Body order protection
Antiperspira confusion with dry feeling
nt - Media spending was comparatively low - Aesthetics and product
- Intense competition form
Marketing and Advertising Issues
• Roll-on subset is declining, signs were indicating movement towards sticks and solids
• Lack of impactful and pre-emptive creative advertising
• The advertisement budget was low (at times one-third of the competitors) and ineffective as perceived by BBDO
• Lack of identifiable brand personality (no emotional end benefit to consumers)
• Dry Idea had low top of the mind recall as it wasn’t associated to something consumers can easily relate to
• They keep changing the themes of the commercials so there is no proper positioning in the minds of the
customers

Gillete’s Perspective
• Form extension program was need of the hour for long term to rejuvenate declining sales of roll-ons. Signs were
indicating the next incoming things were sticks and solids.
• Short term program should be - To do better advertising, Product improvement, introducing new fragrances
• Increasing the advertising budget for the brand for better communication of the brand potential
• Create the emotional benefit for consumers through upbeat and sophisticated product
 BBDO’s Perspective
 Conduct a strategic test free of executional variables to identify the correct strategy choosing from the trade-offs

 Going against or supporting solids

 Communicating Efficacy or Aesthetics

 Identifying the drivers through an attitude usage study

 Develop a strong brand personality by running an interim creative for 6-12 months Start to Finish

 successfully communicates the balanced efficacy and aesthetics story

 is in consistency with the “Challenge” campaign

 Offers long-term viability. There is a brand personality to it and they can extend it

 This would be a superior campaign highlighting the dual benefit of the product till the time a better creative campaign was designed

 Spokesperson advertisement 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

What really is the problem?

Both the Campaigns didn’t work regarding Money & Time spent on this project regarding the results
achieved. The Major reason for this is that Creatives developed by BBDO were not satisfactory even
after spending an amount of $5,00,000. The two creatives, “All You Feel is Dry” and “New Start to
Finish” when tested for Recall Plus scores ended up attaining only an average advertising levels as per
ASI norms and much below as compared to the previous scores of “Spokesman” creative.

Gillette does not have a strong Brand Positioning because of the following reasons:-

 People are skeptical about the effectiveness of the product

 There is no emotional aspect in the Advertisement, so the target audience is less connected to the
product offering

 The Advertising is not considering the Target Needs that is “Be Confiednt”
 Alternatives and Recommendation
 Alternative #1- Make a new Advertisement with BBDO and negotiate the price of the new campaign as the last campaign didn’t
work

 Alternative #2- Invite other agencies to present their Ideas and Proposals for a New Campaign

 Alternative #3- Repositioning the Product by conducting Market Research, selecting a new proposition and make a new
advertisement communicating this new Brand Position

 Alternative #4- Gillette goes for product innovation altogether with two versions of the product for Men and women, with a
trendy new packaging and New Ad Campaign

 Alternative #5- Continue with the “Spokesman” creative advertisement as the survey results suggest it to be relatively most
successful

As per the group’s suggestion, going for product innovation would be cost and time consuming at this moment of time and will involve high
risk. Gillette has already invested huge amount on the product advertisements and has maintained a long relationship with BBDO agency.
Scraping it altogether and involving a new agency might not be good for Gillette as BBDO handles other products of Gillette also. Existing
alternatives on the creatives don’t seem to be effective enough to increase sales and gain back the lost market share.

So, Gillette should engage in a negotiation with the BBDO agency to take “Dry Idea” on priority and deploy its better resources to develop
a new creative. Till then, Gillette should continue to run the “Spokesman” creative to maintain its sales
Thank you!