Integrated Marketing Communication

Case Analysis: Gillette Dry Idea(A)

Submitted by:
MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH Integrated Marketing Communication

Group II (IMC-A)

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

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

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Deodrant/Antiperspirant market
In 1983 the US Sales were $1 billion for 506mn units

Two types of products

Deodrant Antiperspirants

25% of sales Provides anti-odor protection 75% of sales Protection against perspiration wetness and effective deodrancy

Available in 4 major forms

Aerosols Roll-ons Sticks Solids

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Consumer Trends
Gillettes 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)
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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
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Assignment Question
Understand the Brand management (clientGillette) and Account management (agencyBBDO) organizations based on the case data, read and follow the interactions (scenes 3132, 6244 in video transcripts) and analyze/ compare the client and agency perspectives on the Gillette marketing and advertising issues faced during the period.

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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 wasnt associated to something consumers can easily relate to

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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
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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

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

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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 werent getting the support they required from the BBDO agency

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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

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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
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