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

Integrated Marketing Communication

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

Integrated Marketing Communication

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

Two types of products

Deodrant

25% of sales
Provides anti-odor protection

Antiperspirants

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
Integrated Marketing Communication

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.

Integrated Marketing Communication

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

Integrated Marketing Communication

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

Integrated Marketing Communication

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

Integrated Marketing Communication

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
Integrated Marketing Communication