Marketing: Gillette integration of the three major brands to promote case studie
2004, the I and the project team after a fierce bidding, won the Gillette integration of its three major brands to promote the project, responsible for operating the Gillette "wind speed 3", Braun electric shavers, Braun electric kettle, Duracell battery four product marketing.
Cooperation is unprecedented for both, before, Gillette has never packaged its three brands operate by an agency precedent. First time I ever received while operating three brands and four different products marketing, the face of such a mature brand Gillette, challenging competition is so strong the Shanghai market. Great difficulty, can be imagined.
I lead the project team and public relations sector collaboration and to spare a lot of homework beforehand, decided to "extract common, sub-personality" strategy starting to find a total of three brands of Gillette common brand, and then return to origin, and tap the unique selling points of the four products, and create market differentiation.
Two brand Gillette brand
Gillette razor was first daily the world's largest manufacturer, has always been, "adhere to professional operation, taking the line of technology" and world-famous, Braun and Duracell is in the globalization strategy of Gillette adjustment, the acquisition of two professional companies, Braun electric household equipment research and development has been walking in the front, Duracell is the power-saving technologies in China hit the first foreign brand.
Comprehensive analysis, the integration of the three brands, reflecting the same brand of genes: the professional, technical
This brand genes in Gillette, Braun, Duracell showed three different mentality.
Professional and technical performance of the Gillette razor blade and razors in the Design and Innovation
Braun's professional and technical focus is reflected in the development of electric technology
Duracell battery expertise and technology to energy-saving technology leader similar products
"Refined the common breakdown of the personality", in the complete pulse strategy, I made the operation of the three brands, the four products of a common theme, namely:
Leading the industry with professional
Technology used to control life
First of all, regardless of the market share of Gillette, or professional level are the undisputed industry boss, as Braun and Duracell in market share despite the poor performance of major marketing mistakes, but they professional degrees in their respective areas is still the leader.
Second, Gillette, Braun, Duracell breakdown products are consumer durables and household necessities, and people everyday life, "using technology to control life" is living the audience a view of the brand proposition to audience to create such logic: can not live without technology, to get professional technical products, we must use the Gillette, Braun and Duracell products.
This end, I and members of the advertising team to win three battles developed the Ji Lie integrated communication campaign.
A campaign, Gillette wind speed, wind speed and incremental sales battle
Battle 2, Braun appliances, the concept of war gift packages
Battle III Duracell bundled promotional price war
Gillette wind speed, wind speed increment
Market situation: Manual Razor Gillette Shanghai market share 56% market share, competitive brands are far too
Sales Bottleneck: Although the market a unique show, but more than half of Gillette's market share in the difficult and obviously enhanced.
Promotional purposes: by Gillette's new "wind speed 3 breakthrough" manual razor listed, bring the whole system sales Gillette made another breakthrough in sales on.
I am an expert from China Toys Suppliers, usually analyzes all kind of industries situation, such as motorcycle brake lock , motorcycle cable locks.
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