1. 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

2. 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

3. 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
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

4. 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. 

5. 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.

6. 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