GILLETTE CUSTOMIZES PROMOTION FOR KROGER

DALLAS -- Gillette mounted a custom-tailored fall rebate at area Kroger stores here that put up to $10 in the hands of consumers who purchased grooming and personal care products.The account-specific promotion was a special version of a nationally available $10 rebate program that combined Gillette- brand shaving, personal care and oral care products into a single offering.For this exclusive version

DALLAS -- Gillette mounted a custom-tailored fall rebate at area Kroger stores here that put up to $10 in the hands of consumers who purchased grooming and personal care products.

The account-specific promotion was a special version of a nationally available $10 rebate program that combined Gillette- brand shaving, personal care and oral care products into a single offering.

For this exclusive version at Kroger's Dallas operating unit, or KMA, the rebate ran through mid-December. It was highlighted in area stores by endcap displays which carried tear-off pads of rebate forms. Fourteen Sensor, Foamy, Right Guard, White Rain, Dry Idea and Soft & Dri products were featured, however Oral B products were not included.

Chris Desrosiers, director of trade marketing and planning for Gillette's personal care division, said Kroger's special version of the rebate was planned by Gillette's Dallas-area rep, based on an option from its book of standard programs.

Increasingly, marketing-driven retailers are not satisfied with pre-packaged programs when they are looking for ways to spend their market development funds, Desrosiers said. "We have to offer all our customers the opportunity to display a point of difference."

Desrosiers said Gillette ran some 900 "account specific" programs last year in the personal care division alone.