Gillette targets 20% growth

Gillette Romania, the local branch of the US razor maker, expects its total sales to grow by 20% in 2005 to 25.5 million dollars (19 million euros). The company expects sales of disposable razors to increase by 80% for the May-October 2005 period, compared with the same interval last year. “The main driving force behind the sales will be Gillette”s new advertising campaign,” said Gabriela Ticu, trade marketing manager with Gillette Romania. Last year, the company saw its total sales increase by 25% compared with the previous year to 21.3 million dollars. Gillette posted 17 million dollars (15.7 million euros) in turnover for 2003. The company ran a similar campaign last year that helped boost sales of Gillette razors by 105% between May and November against the same period in 2003. The doubling in the sales, added Ticu, was achieved by associating Gillette razors with football. By contrast, the increase achieved by regular promotional campaigns that offered prize money and foreign holidays was only 30%. ZF