Top Story


Home >> Marketing >> Article

Gillette to use FIFA Word Cup platform to promote premium shaving systems

Font Size   16
Gillette to use FIFA Word Cup platform to promote premium shaving systems

In its endeavour to cash in on the FIFA World Cup Soccer 2002 fever, blades major Gillette India Ltd yesterday enthralled football lovers in Kolkata, by exhibiting the FIFA World Cup Champions Trophy.

Earlier, in the build-up to the FIFA World Cup Soccer 2002, Gillette had announced a promotion initiative christened `Win Rs 5 crore'. Contest winners from India will have to battle it out with Gillette and Duracell Cup of Joy contest winners from 50 countries worldwide for the prize money and for an opportunity to watch the 2002 FIFA World Cup finals live at Yokohama, Japan on June 30,2002.

According to industry analysts, the blades market in India — stated to be of the order of 3.8 billion units per annum — is growing at a very slow pace. However, the Rs 600-crore turnover Gillette India was hopeful of maintaining double-digit growth in the years. The company would continue to focus on the premium blades and shaving systems segment.

While the overall market for blades has been stagnant, the premium segment comprising disposable and double-edged blades is growing at an appreciable rate. While Gillette has a share of around 20 per cent of the blades market in India in terms of units, in value terms the blades major has a market share of nearly 50 per cent. India is the largest blades market in the globe with unit sales of around 3.8 billion per annum. A whopping 97 per cent of the market here comprises conventional, double-edged blades.

Gillette India generally earmarks between eight and ten per cent of its annual sales turnover for advertisement and market promotion expenses.

Source: Business Line


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

There was reportedly an altercation between the two in Bodhjung Nagar, Tripura

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017