| The MACH3 super value offer, which will
be introduced at all leading retail stores from August 2003 onwards,
comprises a pack of MACH3 cool blue razor and two cartridges priced
Rs 270 (instead of Rs 388). The one-month long campaign will be released
in all the leading national dailies.
Gillette’s regional business director, grooming and personal
care, India and South Asia, Manoj Kumar said: “Basically, our
approach is to convey the benefits to the consumer. Gillette produces
the best blade across the globe and this new colour `Cool Blue’
is a youthful colour. This was introduced in May this year but now
we are offering those consumers are chance, who for some reason
or the other end up not buying. It can be pricing or inertia (who
delay their buying). So this is basically to initiate immediacy
on part of our target audience.”
On the decision to launch only a print campaign, Kumar said: “We
have been (airing advertisements) on television for a while. So
we opted for a print campaign, which will be supported by point
of sale (POS) material and other display material.”
On the budget for the campaign, Kumar said: “The campaign
will last for one month but it’s not possible to segregate
the budget for this.”
Gillette had released its `platinum girl’ television commercial
earlier this year. The `platinum girl’ concept propagated the
benefits of platinum edge coated on the Gillette 7 O'clock brand
whereas the MACH3 Cool Blue razor is a MACH3 variant that combines
the shaving technology with an striking, icy blue-coloured handle
and organizer. According to Gillette, MACH3 users significantly
prefer the MACH3 on account of closeness, comfort, non-irritation
and freedom from nicks and cuts.
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