Perfumed oils & waters have been used in the mask body odor’s until 19 th century, followed by

the launch underarms odor remover in 19 th century. Marketing of this product on a commercial
level initiated in 1888 and by 1983, this product soared to more than 500 mn units. This was
provided in the two category deodorants and antiperspirants in the form of aerosols, sticks, roll-
on, and solid.

Goal of these two categories was quite distinct, as antiperspirants were used for protection
against perspiration wetness; deo was used to reduce the abysmal odour. Antiperspirants
dominated the sales volume share by covering 3/4 th of the pie.

Dry Idea, launched in 1970, was an antiperspirant in a roll-on type. It had a silicon suspension
formulation instead of the erstwhile water based formulations. This claimed to have improved
dryness protection and was packed in plastic roll-on container in two fragrances scented and
unscented. It used premium pricing with two packaging sizes. Dry Idea’s market share (roll-on
category) had increased from 1.4% in 1978 to 14.6% in 1982; then it decreased to 14% in 1983

US deodorant/antiperspirant category was dominated by sic manufacturers, P&G being the

market leader with Secrets and Sure brands attaining 21% of Total category Unit share of the Pie
(in 1983), followed by Gillette at 17.1%. Key success factors for this product category included
distinctive brand positioning, strong advertising and promotion support of established brands
and product line expansion into no aerosol forms.

Insights from consumer behavior:

 Cream was the main beauty/wellness product with major women users in 1950’s
 Due to Gillette Right Guard, the men users soared in 1960s
 Average purchase cycle was four to eight weeks
 Users were extremely loyal to form of product as indicated by 1983 survey
 Aerosol based product gained traction as they were popular and accounted for 79% of
category unit volume
 Gender distribution of the user were (87%) male and (93%) female

Driving factors for consumers:

 Efficacy rates and aesthetics

 Dry feeling with body odor protection
 Strong brand positioning through advertising and promotion
 Environmental effects of the deodorant products

In addition, the products were purchased from the food stores, mass merchandise outlets and
drug stores. The percentage of purchase was 52%, 27% and 21% relatively for above-mentioned
stores. Product efficacy (wetness and/or odour protection) and aesthetics (dry application, nice
fragrance) were also major purchasing factors.
Q2. 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.