Integrated Marketing Communication (Section A)

GROUP 04
Saurav Das |
Raghav Bhasin |
Sourav Poddar |
Naveeduddin |
Kaustubh Tirupade |
Chiara DAmico |

DRY IDEA

The Deo Market

Deo Market constituted of the following types of product:
Types

Sales

Product Offering

Deodorants

25%

Anti-odor protection

Antiperspirant

75%

Available
in forms

Major
Players

Roll-ons
Aerosol
Sticks
Solids

Proctor & Gamble

Gillette
Carter Wallace
Mennen
Bistol Myers
Shulton

Protection against
perspiration wetness
Provide effective deodrancy

Key
Key Success
Success factors
factors for
for companies
companies were:
were:

Distinctive
Brand
positioning

Strong
Advertising

Product line
expansion

Promotion
Support of
existing brands

Dry Ideas Place

in
Deo Market

It was a roll-on
anti-perspirant
launched in
1970

Benefits of the
product:

Premium pricing
Supported by trade
promotion and national
advertising

Improved dryness protection

Dry feeling application
Silicon suspension
formulation instead of
water based

Packed in
individually
plastic roll-on
containers

Drivers of Deo Market from Consumer POV

Consumer
trends

1950s, cream was the dominant carrier system and women were principal
users.
1960s launch of Gillette's Right Guard (aerosol based) product resulted in marked
increase in male usage.
By mid 1970s aerosol based products accounted for 79% of the category unit volume.

1977, environmentalists claim that aerosol products destroy ozone layer and there was
a major shift to direct application products primarily roll-ons.

Roll-ons were the category leader in 1983, however there was a trend towards

sticks and solids.

By 1983, 93% American females and 87% American males used the products from
this category
Purchases were made in food stores, drug stores and mass merchandise outlet.
Major purchase factors were product efficacy, aesthetics and form loyalty (was
dominant factor).

Perspectives on the Gillette marketing - 1

Brand management (client-gillette)

Account management (agency-BBDO)

The Brand personality is missing
Inconsistent creative confusing customer
To build personality to fit any product

Concentration on ad recall scores

Stronger ad are better
Focus on single benefit
Wanted to communicate No Water

Put Spokesman on air

Advertising strategy has been pre-emptive

The roll-on segment is declining
Solid form picking up
Need to be present in multiple segments
Wanted to know the factors first
Efficacy or Aesthetics
Efficacy and Aesthetics
How much Efficacy, How much Aesthetics
Whom to go against (roll-ons or solids)
Put Start Drier, Finish Drier on air

Perspectives on the Gillette marketing - 2

Brand management (client-gillette)

Account management (agency-BBDO)

Lack of solid foundation
Anticipated not getting good scores
Not convinced with the brand strategy

Collection of a lot of data

Creative work was not upto the mark
Considering alternatives
Fire BBDO
Another Copy Development (BBDO)
BBDO + Another Agency

Wanted to go towards the personality building

The brand managers wanted dual benefit
Conflict with brand management

What Really Is The Problem?

Consumer research showed a weakening of Dry Ideas image on both of its strategic benefits (they are not properly balanced)
Low brand awareness
Lack of impactful and pre-emptively creative advertisement
Lack of brand personality (no emotional end benefit that would separates Dry Idea from competitors)
Lack of strong product value proposition
Increasing roll-on market competition
BBDO agency didnt focus enough on the creative side of the business
BBDO agency just focused on short-term creative solution;
BBDO focused on performance end rather than emotional end
Limited budget
Dry Ideas didnt reflect the lifestyles of its target users

What should Carol Do?

Continue with BBDO

Less time for knowledge transfer
More understanding of product and relevant market
Focus on improving the quality of the product
Build the commercials around a story which would lead to better recall
Incentives for the distributors

THANK YOU