Gilette Dry Ide (a) - 681 Words

The Gillette Company: Dry Idea Advertising (A) | | Gillette Dry Idea (A) Q1. Analyse Deo market and Dry Idea’s Place in it. What drive the category from the consumer behaviour point of view? * They were 2 types of products available under this segment * Deodorants- provided anti-odour protection: 25% of sales * Antideodorants- provided protection against both perspiration wetness and effective deodorancy * By 1983, the USA market for underarm products was 506 million units, generating over $1 billion in sales * There were available in 4 major application forms: * Aerosols * Roll-ons * Sticks * Solids * 1950- Women were principal users and cream were dominant form *†¦show more content†¦Understand the Brand management (client-gillette) and Account management (agency-BBDO) organization based on the case data, read and follow the interactions (scenes 31-32, 62-44 in video transcripts) and analyze/ compare the client and agency perspectives on the Gillette marketing and advertising issues faced during the period. Issues faced during the period * Roll-on subset is declining whereas the solids and sticks seem to be growing * Advertising spending has been very low in comparison to the competitors * Lack identifiable brand personality which confuses the customers * Lack creative innovation * Improper balance between the efficacy and aesthetics Perspective of agency on Gillette marketing and advertising issues Brescia felt the need to address the issue of lack of brand identification. So, they gave two recommendations for the same: First recommendation: * To conduct a strategic test free of executional variables. * Need to get a deeper understanding of strategic issue * Should go against solids * Testing to go further with creative exploratory Second Recommendation: * To run an interim creative â€Å" start to finish† * Successfully communicates the balanced efficacy and aesthetics story * Strategic consistency