``We're positioning Arctic Ice as a perfect compliment to Mach3,'' says Mr Rajiv Tandon, regional business director-grooming, Gillette India. The strategic aim is to further grow Gillette's grooming products market-since a large chunk of Arctic Ice-comprising a shave foam, a shave gel and an after-shave splash-users are expected to belong to SEC A, aged between 18-35, already using Mach3 and SensorExcel shaving systems. In effect, the entire marketing gameplan for Arctic Ice has been designed to synergise with the benefits of Mach3. Starting with extensive advertising-three new international television commercials are being launched this week for Mach3 with a tag-on ad on Arctic Ice range-the exercise will be supported by intensive promotional activity, display and distribution, most of it in synergy with Mach3.

While special male grooming centres will be installed at supermarkets and key stores to maximise visibility for the brands, there will also be extensive use of block display and visibility boosters across all outlets.

The company is also planning several sampling initiatives for the retail and its trade partners as well. While Gillette will be targeting all urban markets, there will be a special thrust on the top 23 cities with a population of over one million.

The company is also exploring newer mediums such as radio and niche channels such as HBO for the first time to advertise Mach3. ``We'll be using radio as a reminder media for the first time,'' Mr Tandon said.

The company is expecting a 25 per cent increase with the launch of Arctic Ice while it expects to double the sales of Mach3 cartridges. Pacific Light, a variant of Gillette Series launched in 2000, has contributed 35 per cent growth to the entire Gillette Series. According to Mr Tandon, the Gillette Series has helped increase the contribution of toiletries to the entire Gillette India grooming business from 2 per cent to over 15 per cent. The company claims to have increased its value share from under 9 per cent in 1998 to 16 per cent today.

At present, after-shaves are a Rs 42-crore market while deodorants are estimated to be worth Rs 92 crore. Aerosol shave preps, on the other hand, account for Rs 114 crore of the overall toiletries market. Currently, male grooming business contributes 75 per cent; toiletries 20 per cent while female grooming business contributes four per cent to Gillette India's total turnover.

...to revive SensorExcel
In a move to expand the `stable' market for its SensorExcel, Gillette India has some aggressive plans up its sleeve. ``Since the SensorExcel market is not growing as much, it will be our focus area this year,'' according to Mr Rajiv Tandon, regional business director-grooming, Gillette India.

To start with, the company is introducing a three-cartridge pack priced at Rs 130 thus bridging the wide gap in its price ladder. The product is already available in a five-cartridge pack costing Rs 210. In 1999, the company had introduced a singles pouch-priced at Rs 44.50-to bolster sales and add numbers to its base.

However, market research and retail feedback indicated that while a five-pack with its high cost was resulting in purchase resistance, the affordable single unit pack-despite accounting for over a third of Sensor Excel's sales-did not ensure higher retention on trials and dramatically expand its base.

``With the three-pack, we're completing the price ladder and it will also allow us to grow our outlet base,'' said Mr Tandon. The company is also planning some aggressive promotions for the product.

Gillette SensorExcel was launched in 1997 and was the category leader prior to the launch of Gillette Mach3 in 2000. Without giving any figures, the company claims that sales of Mach3 razors and blades were twice that of Gillette's Sensor Excel shaving system in the first year of its launch.