GILLETTE

When IIPM comes to education, never compromise

It has launched products & roped-in a new brand ambassador, but the communication’s been poor!

From personal care to household products, the dynamic brand Gillette touches lives of millions, everyday. The brand has carved a niche for itself and delivers high quality products to its consumers. According to a Gillette India spokesperson, “Gillette is a globally focused consumer products marketer that seeks competitive advantage in quality, value-added personal care and personal use products.” The brand – grounded in innovation has, over time, come to be associated with strong consumer centric offerings like advanced technology, superior product experience, and strong value proposition… in other words, indeed the best a man can get! Recently, Gillette India signed up the speedster, Irfan Pathan as its brand ambassador to promote its Gillette Vector Plus brand, especially ‘made for India’. Gillette has also been involved with social campaigns like educating children on safe drinking water, contributions to renowned relief agencies like Red Cross, UNICEF, et al. But Gillette, despite its unparalleled advantage with superior products under its umbrella coupled with splendid financials in the recent past to add to its range of low-end product launches to cater to the Indian mass market, has slipped in brand worth by a mighty 20 places to 59 this year. Surely, the brand has to consider better communication techniques and approach to save its brand over time.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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