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Gillette launches the M3Power shaving system Introduction Gillette originated in 1901 and introduced the world’s first safety razor with disposable blades two years later. Ever since, the company has dominated the global shaving market. It is well known for its innovative culture. Throughout the 1970’s and 1980’s Gillette used extensive research to determine customer perceptions about its brand and products. It had a strong brand image and a universal association with “men’s quality shaving products”. It developed shaving “systems” including the Sensor which was launched in 1989 and in 1992 the Sensor for women.. In the late nineties, the Mach III shaving system was developed and like its predecessors; had the same global impact. Keys to its success Key to Gillette’s successes and its dominant position as global market leader, are several factors: 2004 Product launch of the G3Power wet shaving system Its latest product launch in the UK is the G3Power wet shaving system. M3 Power; an extension of the Mach3 sub-brand; is a battery-powered wet shaving system. Its UK debut followed its US launch last May. Integrated marketing communications campaign To support the launch Gillette is currently running a major in-store marketing campaign. The US shaving giant has added another direct marketing agency to its roster to develop the activity, which is running in all major retailers and coincides with a multi-million pound advertising campaign that began in September 2004. The direct marketing agency has the responsibility for creating sales promotion and branding material that is intended to target both existing and prospective Gillette customers. Discount offers and promotions at point-of-sale and within specially created branded areas will include a response element as Gillette looks to collect data on its male customers, as part of its on going marketing research process The sales promotion activity ties in with Gillette’s football sponsorship as it has been an official FIFA (Federation of International Football Association) sponsor since 1982. It has also been able to capitalise heavily on its TV ads, which feature David Beckham, who signed a three-year £50m deal with the company in May 2004. Beckham is shown replacing batteries in the M3 Power razor before using the shaver, where his highly visual, large diamond earring studs are prominently displaced, in a close www.szdhsjt.com up shot. Gillette’s use of celebrity endorser to communicate a “consumer enhancement” message combined with an analogy which may be drawn between the earrings and the M3; suggests that the Razor is a high quality product. It is therefore an acceptable personal grooming tool even for the exclusive, wealthy, successful male, thereby appealing widely to an aspiring target group. |
