GILLTTE PRESENTATION

PRESENTED BY – HAFSA IRAM

CONTENT
• INTRODUCTION – CASE STUDY
• PURPOSE OF THE CASE STUDY
• ALL ABOUT GILLETTE
• CAMPAIGNS
• ANALYSIS OF CAMPAIGNS
• SUGGESTIONS
• CONCLUSION

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• The personal grooming brand Gillette, owned by
About Case
THE OVER VIEW OF THE BARBERSHOP GIRLS OF
Procter and Gamble (P&G), created an advertising INDIA CASE STUDY
campaign around breaking gender stereotypes.
• The campaign, titled “The Barbershop Girls of India,”
which narrated the story of two sisters (Neha and Jyoti)
who had punctured all the gender stereotypes existing in
Indian society by running their father’s barbershop.
• This story triggered a much-needed conversation and
initiated a change in mindset among the Indian
population.
• Further broadening the campaign, Gillette also launched
“Safalta Apni Mutthi Mein”.
• The program where the students of 125 colleges in 25
districts from the states of Bihar and Jharkhand were
taught the importance of personal grooming and
personality development in career development.
• The campaign had clearly won the hearts of its target
audience by building a strong emotional connection.

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 PURPOSE
If creating more thought-provoking and gender stereotype-
resisting campaigns for advertising purposes should be continued ?
Which issues should they focus on, and how?

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 ABOUT - GILLETTE

• The Gillette company was founded by King Camp Gillette in 1901, intending to manufacture a new type of shaving razor which used
disposable blades . Later merged with Proctor and gamble.

TARGET AUDIENCE – MEN (AGE 20-45)

COMPETITIVE ADVANTAGE – • STRONG PRODUCT LINE

• MARKET PRESENCE 180C

MARKET SHARE – 70%

BRAND AMBASSADOR – ATHELETES AND CELEBRITIES

MARKET CAPITALIZATION- 235.10 BILLION

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 MARKETING MIX
PRODUCT MIX PRICE MIX

• Razors, Trimmers, and Blades

• Premium pricing
• Female specific variants
• Market penetration tactics
• Deodorants, antiperspirants, body washes
• Psychological pricing
• Shaving creams , gels, foams, skincare ,
• Promotional pricing
aftershaves
• Bundled pricing
• Specialized collections.

PLACE MIX PROMOTION MIX

• Global reach
• Extensive retail presence
• Online sales platform
• Localized manufacturing
• Strategic distribution network
• Advertising
• Print media, digital media
• Brand identity
• Brand ambassadors
• Revolutionary ideas

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 Campaigns – Gillette has used emotional and social marketing campaigns to build strong relation
and connection with its audience. They were successful in creating strong brand perception.

Some marketing campaigns are mentioned below –

CAMPAIGNS Video links

The best man can be https://youtube.com/watch?v=nBNWK8BcF38&si=o-oaNKnyPzwz-zD5

Man enough https://youtube.com/watch?v=6pKHqWxgMAg&si=LhrVUc9c58RtATmS

Barber suraksha programme https://youtube.com/watch?v=niY1LZwo4s4&si=ELEIbgulvURGxQxa

Barbers shop girls https://youtube.com/watch?v=f-M0WjxU_gY&si=0zJl5xRKKasAAgcw

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ANALYSIS
Analyzing the Barbershop girls
campaign

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 Barbershop Girls Of India Campaign - IMPACT
Shaving stereotype

 ON SALES  SOCIAL MEDIA IMPACT

• Gillette Razor sales increased by – 12% • 2 billion - impression on social media platforms .
• Contribution of campaign in Global sales -15% • 1.5 billion - #mygillettestory on twitter alone .

 ON BRAND PERCEPTION  WOMEN ENGAGEMENT

• Favorability among women aged 18-34 – 24% • 30% - Increase in women engagement on social
• Women viewing Gillette as EMPOERING – 62% media.
• Women viewing Gillette as PROGRESSIVE – 58% • 18% - Increase in women’s purchase of Gillette razors .

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 Women’s reaction on Gillette Ad –

Business Lesson learned - sadness,

7%

• Bold messaging resonates- taking stance on social

issues.
anger; 14%
• Understand your audience – understanding Indian
perception
joy; 51%
• Embrace diversity and inclusion – promoting gender
equality
disgust; 28%
• Measuring success beyond sales – brand perception,
social engagement.
• Long term strategy over short term – It invested in
a campaign with long term implications rather than
seeking quick sales boost.
• Integration with product benefits – Gillette
effectively tied social impact to product value. joy disgust anger sadness

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SUGGESTIONS –
Gillette could continue with the campaigns like –

1. Continue challenging gender norm – develop campaigns that promote inclusivity, diversity and breaking away from
traditional gender roles.

2. Focus on social and environmental issues – highlight initiatives like sustainability , body positivity, aligning with
brand value .

3. Amplify user generated content – encourage customers to share their stories .

4. Partner with influencers and organizations – environmentalists, activists, advocates working towards social and
environmental cause.

5. Integrate messaging across products – emphasizing features that benefit every one regardless of gender.

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CONCLUSION –

BY CONTINUING TO ADDRESS THESE ISUUES GILLLETTE CAN –

1. Consolidate its position as a brand committed to social commentary.

2. Attract a wider audience, interested in progressive values .
3. Create engaging content that sparks conversations and drives brand recall.
4. Contribute to meaningful cultural shifts.

SOME CRUCIAL POINTS TO BE CONSIDERED BY GILLETTE –

5. Avoid exploiting social issues for marketing purpose only.

6. ensure authentic story telling and nuanced approaches.
7. Listen to feedback and be open to constructive criticism.

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SOURCES –

https://www.marketing91.com/marketing-mix-of-gillette/

https://www.gillette.co.in/en-in

https://www.gillette.co.in/en-in/about-gillette/social-sustainability/barber-shop-girls

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 ThankYou
Hafsa Iram
8840826501
hafsaairam786@gmail.com
Gillette.com

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