Gillette India prospers by creating “brand movements”
Low Lai Chow
When Procter & Gamble (P&G) looked at the male wet shaving market in India five or so years ago, its findings were far from comforting.
“We know Indian men typically have a lot of hair. What we also know is … that they’re not shaving enough,” said Massimiliano Menozzi, general manager of Procter & Gamble’s Shave Care Asia arm, at the Festival of Asian Marketing Effectiveness 2013 in Shanghai.
By tapping into its own corporate purpose, however, P&G was able to identify a way forward. “It all starts from...