ADVERTISING OF GILLETTE FUSION IN KOLKATA

Objective of the advertisement

• Makes consumers aware of new Gillette Fusion.• To highlight the features of the Gillette Fusion.• Educates consumers about benefits of product.• Teaches new uses of existing brands.

THE PRODUCT

• Gillette Fusion Gamer and Gillette Fusion Power Gamer combine the advanced technology of the Gillette Fusion shaving system.

• Gillette gives most comfortable shave in manual or battery power.

• Featuring advanced blade technology on the front and back of a single shaving.

• The razor features five blades spaced closer together for less irritation than MACH3™, even when shaving against the grain.

TARGET AUDIENCE

• Gillette introduce the new line of shaver ‘Fusion’ for male audience.

• The age group would be 16 to 39years• The Gillette Fusion is targeted for middle and

Higher class people

MARKET SEGMENTATION

• Demographic: Age: 18-39 Sex: Male • Geographic: Kolkata• Socio-Economic Status Higher Middle Class High Class

MESSAGE STRATEGY

• Product: Gillette Razor • Brand Name: Gillette Fusion• Punch Line: “Gillette Fusion reduce shaving

tension”.• Verbal Elements The brand name and punch line has been

chosen in English.

DESCRIPTION OF THE ADVERTISEMENT

• The advertisement is based on a military camp. Commandos are given a task and they required to be well groomed. Commandos reported at a place to take the order of the general.

• The general found that two commandos have not shaved and they are not well groomed. The general gave 10 minutes to these commandos to have clean shaving and get back within the given time to take order.

• Two commandos went back to their camp to get shaving. • General found that one commando returned within 5 minutes and other

commando returned after 10 minutes and the commando who returned within 5 minutes used GILLETTE FUSION and got clean smart shaving. Other commando who used a BRANDED RAZOR returned after 10 minutes.

• The general was impressed with the first commando for his well grooming and swift reporting and general ordered the late comer commando to leave the place and suspended him for 1 week for not coming in required time and not having proper shaving.

Print media Add

Easy Shaving • Good grip, Lubricating strip (no aftershave needed) • No second shave

Safe Shaving • No cuts, abrasions

Quick Shaving • 5 blades • Lubrication - can b used without shaving cream too

Impact of Gillette Fusion on Consumer

MEDIA STRATEGY

Media and Vehicle selection • Media- Television • Vehicle- Star sports, Espn, Set max• Media- News paper• Vehicle – The Times of India, The Telegraph• Media- Magazine• Vehicle -Business World

• Demographic Reach: Gillette fusion is targeted for youth. The age group is between 18-39.

• Geographic Reach: It targeted at high middle and higher class people. These people live mainly in Urban areas like Kolkata, Durgapur, Bardhaman etc.

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• Desired Life Span of the Advertisement: The advertisement will be telecasted for a month in the television media. Initially the frequency of the shows/repetitions will be high so as to gain awareness.

• Timing of the advertisement: The Ad will be telecasted from 6pm to 12pm.

• Linguistically: The advertisement will be shown in Hindi for the eastern language. The main advertisement will be done in English languages then the dubbing .

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• Desired flexibility: The advertisement will be shown for a period of 12 seconds. As we want advertisement to show features of Gillette Fusion. The minimum time required to throw this message to the audience will be between 10-12 seconds.

PROMOTIONAL STRATEGY

• Scratch coupons

• Trail offer pack

• The Advertising Budget should concentrate on the following two aspects :-

1. It should be constructed considering the financial strength of the company.

2. Specific operational activates should be identified & detailed allocation of funds should be specified

BUDGET OF ADVERTISING

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• The computation of the Advertising Budget