Gillette Fusion Integrated Marketing Communications

MKTG
1266


MARKETING
COMMUNICATIONS


‘GILLETTE
FUSION
­
INTEGRATED
MARKETING


COMMUNICATIONS
2012’


LECTURER:
PATRICIA
LIU


SUBMITTED
BY:


MANESH
JAGDISH
KARNANI
–
S3320262


JIANG
PENG
–
S3320191


LEE
BOON
HAW
–
S3320203


DEVIN
INDRA
SUHONDO
–
S3321603


RENDY
WIJAYA
–
S3320288


Executive Summary

Two stages are presented in the report for Gillette Fusion. In stage 1, Gillette Fusion is briefly

described. It was launched in 2006 and was introduced to Singapore in 2007. After 4 years

operating in Singapore, the market share is lower than expected. This is partly due to

skeptical perceptions among consumers who believe that 5-blade razor is exaggerating. In

Singapore market, Schick and Bic are the major competitors. However, diversity of

competitors is present, with small competitors ranging from ASCRO to house brands.

Moreover, Gillette Fusion face intra-brand competition. Gillette Fusion targets at males aged

between 18 and 40, which care about their appearance. Its most recent advertising program is

the Champion campaign featuring Tiger Woods, Thierry Henry, and Roger Federer, which

conveyed the message that Gillette Fusion provides the most comfortable shaving experience

with technological advancement. However, this campaign is not longer in use. A new

program needs to be initiated.

The marketing objectives are to increase sales and market share (financial objective), and to

foster brand loyalty, change consumer attitudes and beliefs towards Gillette Fusion (nonfinancial objective). The time set for these objectives last for 1 year starting from January

2012. The total budget will be S$3 million, including 20% of Gillette Fusion sales, which is

S$1 million, coupled by subsidy of S$2 provided by P&G, the parent company.

Stage 2 starts with Agency Brief presented by Vision Communication (Viscom), a marketing

communication consultancy agency. As Gillette Fusion wants to increase sales, market share,

and reinforce...