Mechanisms to leverage consumer behavior Group 7 Aniket Aggarwal – D003 Haider Javed – D029 Himanshi Arora – D007 Isha Sharma – D058 Karishma Asrani – D008 Soumya Jain – D034

Proglide Series Razors Fusion and Mach Series Razors Brand Summary - Razors Proglide Series Razors Segment: Luxury Grooming Product – Shaving. Target: High income earning men Position: Adjusts to face contours, closest quick shave Proglide Styler – Power Trimmer Price: Rs. 1500 Proglide Styler with Flexiball Price: Rs. 499 Fusion and Mach Series Razors Segment: Men Grooming Product – Shaving The Fusion Razor range has two variants. The power variant lies in the electric shaver segment. Target: Upper-middle class males, requiring good quality grooming products Position: Fusion – 5 Blade Razor, meant for sensitive skin, manages tricky areas Mach - 3 Advanced Anti-Friction Blades, shave with less irritation, 5 Comfort Guard Micro fins for an even, effortless shave; Fusion Power Razor Price: Rs. 460 Fusion Manual Razor Price: Rs. 325 Mach3 Turbo Razor Price: Rs. 200 Mach3 Razor Price: Rs. 160 Disposable Razors Segment: Men Grooming Product – Shaving Target: Lower and Middle Class Males Position: Low cost razor and easy to rinse razors Presto Razor Price: Rs. 22 Gillette Guard Price: Rs. 20

Brand Summary - Shaving Creams Gels & Foams Segment: Men’s Basic Grooming Product – Shaving. Target: High income earning men Position: Complementary product to foam or soothing experience cream Gillette Regular Shaving Cream Price: Rs. 35-65 Ultra Comfort Tube Shave Gel Price: Rs. 79 Shaving Cream Segment: Men Grooming Product – Shaving Target: Regular Shave Foam – Salons - need to reduce their shaving cost and still use a foam Pure and Sensitive Shave Foam – Upper-middle class males, requiring good quality grooming products Position: Pure and Sensitive Shave Foam - Formulation, with aloe, delivers 3X Protection for your shave. - The foam hydrates hair for easy shaving - The rich lather protects your skin - The lubricants provide a smooth glide. Regular Shave Foam - The foam hydrates hair for easy shaving - The rich lather protects your skin Shave foam—Sensitive Skin Price: Rs. 160 Series Pure and Sensitive Shave Foam Price: Rs. 270 Shaving Foams

Social Factors 1.     Family Mach 3 turbo campaign- Women against lazy stubble (WALS) Mach 3 turbo campaign- You shave I shave   2.     Roles and status Targeted professionals Gillette Venus- Women’s razors with variants for working women 3.     Reference groups ‘Soldier for women’ campaign Opinion leaders lent support to a social cause and upheld the brand value of Gillette i.e. righteousness. 

Psychological Factors 1.     Unshaven is Unbathed Campaign Grazia India revealed that 83% of women thought men with stubble had not had a bath Tapped into a persons social as well as esteem needs Implementation: Gillette used this to make 2 different ads- one with a clean shaven model, one with stubble. 88% of women picked the clean shaven model.   - Linked shaving to hygiene Result: Got the attention of the men and engaged them Sales of Gillette Fusion and Mach3 razors grew by 64% while putting negative pressure on the deodorant category.

Psychological Factors 2.   Emotion Off late, there had been a growing popularity, especially amongst the youth to sport facial hair (celebrities, sports-persons like Virat Kohli making it a trend). It is considered a symbol of manliness. In this scenario, a particular segment of the demographic had come to view Gillette ads as shallow and superficial, lacking authenticity. So, Gillette developed a campaign that would help strengthen its core ;manliness; values of courage, camaraderie, integrity and discipline, something that would reconnect Gillette with these; real men; and drive trial. They decided to use the image of a jawan; since most Indians actually look up to the soldier, the army jawan with pride, for the person he is, for the work he does and for the values he espouses. The soldier is the embodiment of all the Gillette brand values plus the values of the soldier exist in every Indian civilian. Thus was born; The Everyday Soldier: Gillette salutes the soldier within. Implementation was via: change in packaging (for the first time, they used camouflage colors to indicate army fatigues)  news snippets about the everyday soldier; but the most impact would have been through the act of rededicating the Gateway of India to the everyday soldier on the 3rd anniversary of 26/11