Marketing: Gillette integration of the three major brands to promote case studies - Gillette, brand, case - HC Network Appliance Industry

2004, the I and the project team after a fierceDuracell battery expertise and technology to
bidding, won the Gillette integration of its three majorenergy-saving technology leader similar products
brands to promote the project, responsible for"Refined the common breakdown of the personality",
operating the Gillette "wind speed 3", Braun electricin the complete pulse strategy, I made the operation
shavers, Braun electric kettle, Duracell battery fourof the three brands, the four products of a common
product marketing.theme, namely:
Cooperation is unprecedented for both, before,Leading the industry with professional
Gillette has never packaged its three brands operateTechnology used to control life
by an agency precedent. First time I ever receivedFirst of all, regardless of the market share of Gillette,
while operating three brands and four differentor professional level are the undisputed industry boss,
products marketing, the face of such a mature brandas Braun and Duracell in market share despite the
Gillette, challenging competition is so strong thepoor performance of major marketing mistakes, but
Shanghai market. Great difficulty, can be imagined.they professional degrees in their respective areas is
I lead the project team and public relations sectorstill the leader.
collaboration and to spare a lot of homeworkSecond, Gillette, Braun, Duracell breakdown products
beforehand, decided to "extract common,are consumer durables and household necessities, and
sub-personality" strategy starting to find a total ofpeople everyday life, "using technology to control life"
three brands of Gillette common brand, and thenis living the audience a view of the brand proposition
return to origin, and tap the unique selling points ofto audience to create such logic: can not live without
the four products, and create market differentiation.technology, to get professional technical products,
Two brand Gillette brandwe must use the Gillette, Braun and Duracell products.
Gillette razor was first daily the world's largestThis end, I and members of the advertising team to
manufacturer, has always been, "adhere towin three battles developed the Ji Lie integrated
professional operation, taking the line of technology"communication campaign.
and world-famous, Braun and Duracell is in theA campaign, Gillette wind speed, wind speed and
globalization strategy of Gillette adjustment, theincremental sales battle
acquisition of two professional companies, BraunBattle 2, Braun appliances, the concept of war gift
electric household equipment research andpackages
development has been walking in the front, Duracell isBattle III Duracell bundled promotional price war
the power-saving technologies in China hit the firstGillette wind speed, wind speed increment
foreign brand.Market situation: Manual Razor Gillette Shanghai
Comprehensive analysis, the integration of the threemarket share 56% market share, competitive brands
brands, reflecting the same brand of genes: theare far too
professional, technicalSales Bottleneck: Although the market a unique show,
This brand genes in Gillette, Braun, Duracell showedbut more than half of Gillette's market share in the
three different mentality.difficult and obviously enhanced.
Professional and technical performance of the GillettePromotional purposes: by Gillette's new "wind speed 3
razor blade and razors in the Design and Innovationbreakthrough" manual razor listed, bring the whole
Braun's professional and technical focus is reflected insystem sales Gillette made another breakthrough in
the development of electric technologysales on.