1. Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next?
Gillette has had the ability to appeal to men for decades and learn what they need and provide that for them. By “convincing” the world that more is better, it was simply done by their marketing team. The marketing team has used not only athletes throughout the decades but the research done before each product launch. By doing such extensive research and learning what consumers didn’t like about razors helped them to develop more bladed razors. More blades equal fewer tugs and pulls on facial skin, and this became more appealing to men who had sensitive skin or those who wanted the cleanest look.
The fact that the newest razor, The Fusion, with six blades accounts for 45% of the men’s razors sold in the US is showing Gillette that more is actually better. Gillette is in the process of making their other grooming products as important as their razors. The ability of the company to create highly demanded products around the entire globe was due to their transparency and marketing efforts, and they are trying to do the same for their other grooming products.
2. Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain.
... price to create the market for the blades. But in fact Gillette razors were expensive when they were first introduced, ... barcode scanner. Affiliate Marketing makes extensive use of the freebie marketing business model, as many products are promoted as having a ... years. The Gillette company still uses this approach, often sending disposable safety razors in the mail to young men near their ...
The issues that endorsements create when they are associated with a famous athlete or another world-renowned celebrity do not hurt their brand equity or their message. The reason being, although this individual made a mistake, he is still the epitome of a man who needs the products. Some may argue that it ultimately hurt the brand image, but the company continued to be the largest shaving and Razor Company with 70% of the global market share. The 7.5 billion in annual sales suggest that issues with the media do not hurt the brand’s equity or their marketing message.
3. Can Gillette ever become as successful at marketing to women? Why or why not?
Gillette has started their company by marketing to men. Significantly, these marketing campaigns and products have created the number one razor and shaving products brand in the entire world, by a landslide. The brand name alone would let any user, man or woman, know that the product is of quality and durability. With the brand name and identity, it can help to market to woman. If the measure of success is measured to the level of success Gillette has seen for men, it may not be “as successful”, but with this brand name and identity, there is no reason they cannot market to woman.
Largest Global market share – 70% global market share
Commitment to sustainability – Boston’s headquarters one of 45 facilities worldwide to achieve zero waste to landfill status 7.5 billion in sales – Global, with a brand value of 18.3 Billion as of November 2013 Strong distribution quality – decided to go “in-house” manufacturing in 2002 to cut costs for consumers
Expensive brand maintenance – refill of razors for Fusion = 4 count, 15$ Ability to remove the hair from the blades is not as easy as portrayed – customer complaints Do not market towards woman or woman products and woman also need grooming products
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Innovations and R&D- Mach3, Fusion – Fusion accounts for 45% of sales in America – continue to innovate and research products – Product improvement and development Woman’s grooming products – do not market, large market out there for woman’s grooming products. Increased grooming of men has led to an increase in demand of sophisticated products Increasing demand for high quality products with different technology
Growth in substitutes – generic store brands, Schick, Bic – Schick 17.9% market share Price wars with competitors
Threat of new entrants
Price sensitive market – elastic products
“Best Practices: Designing the Best Supply Chain Gillette Can Get.” Supply & Demand Chain Executive. 2006. Web. 14 Aug. 2014. “Gillette.” Forbes. Forbes Magazine, 6 Nov. 2013. Web. 14 Aug. 2014. “Interbrand – Best Global Brands 2013 – Gillette.” Interbrand – Best Global Brands 2013 – Gillette. 2014. Web. 14 Aug. 2014. “Schick Cuts into Gillette’s Market Share – St. Louis Business Journal.” Widgets RSS. 20 Apr. 2012. Web. 14 Aug. 2014.