Gillette is an exceptional brand was established in the year 1901 by King C Gillette. It was later merged with P&G and hence now falls under the umbrella of P&G Company. Below is a SWOT Matrix of Gillette Company: SUBJECT OF SWOT ANALYSIS: The product innovation strategy of Gillette Company, which has been a subsidiary of Procter & Gamble since June 2004. Patagonia has a commitment to making more durable products so that people don’t have to buy as often. Gillette is a subsidiary of Procter & Gamble, which sells many family and women-focused products in its other brand lines. SWOT Analysis . The price factor is very low so that is another reason why the decision process is low involvement. e) IT Service ........................................................................................................................ 4 RESEARCH BOUNDARIES 7.3. Brand Management - Lufthansa So be it the partnership with baseball greats like Pittsburgh Pirates’ infielder, Honus Wagner or footballs greats like Messi. - When I purchase this particular mascara, I begin to look at all of the different types of mascara that they have… I think to myself, do I want the length, waterproof or not waterproof. This campaign focused on the line- Is the stubble killing the kiss? Group 6 Section B BIC Shavers – Brand Analysis Page 9 BIC Shaver Brand Analysis Brand Personality Brand identity is the outward expression of the brand including its name, trademark, communications and visual appearance; therefore it is a fundamental means of consumer recognition and symbolizes the brand’s … There were several reasons for the 400 million market to be reluctant to try the new razor –. Hence in the razor category, it spans the entire male population. Other products like batteries are also positioned the same way. Their replacement of nylon and polyester (petroleum based products) with recycled polyester... ... This becomes clear when I ask Abbott what drew him to work for the brand. 1. You are warmth and wisdom. Cullen-Shute says brands are taking a gamble and hope to be on the … The campaign also talks about gender based equality and conveys the message to break through that mentality. Their marketing strategies show how concerned they are with not harming the environment in any way. Its name bears the name of its previous parent company – The Gillette Company. Although this strategy is risky, it has served to protect Gillette’s market share, making them a very competitive brand. The Company employs nearly 30,000 employees across the globe. Gillette should also monitor the political, legal, regulatory, social and economic changes as these environmental forces play an important role in shaping the … In 2005, the highly valuable brand was acquired by mega-marketer Procter and Gamble for $57 billion. Change the brand awareness to actual purchases. When they go about branding a product, they do so by showing sexy and powerful men engaging in the ritual of shaving. SWOT Analysis is a proven management framework which enables a brand like Gillette Mach3 to benchmark its business & performance as compared to the competitors and industry. It was later merged with P&G and hence now falls under the umbrella of P&G Company. The company has made it through a major economic drought (1920’s and 1930’s), a war (World War II), and has outlasted many of its competitors. In Retail segment, it majorly targets Men in the age group of 12 years and above but recently the company have extended its product line and has introduced products for Women also. Overview ............................................................................................................................ 3 The company has made it through a major economic drought (1920’s and 1930’s), a war (World War II), and has outlasted many of its competitors. The campaign caught eye because of its infomercials, social media and stunts such like world record for shaving. The controversy has seen Gillette make headlines around the world and prompted almost 20 million people to watch the two-minute … 6.1. Identifying consumers’ needs and wants: Gillette. Marketing Mix Analysis Overview Scribd is the world's largest social reading and publishing site. Gillette is a razor and blade company started in 1901 by King Camp Gillette and And grace and guts. HLL 5.4. Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G).. Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005.The Gillette … 77% of the women responded that they prefer men with clean shaven looks. Although this strategy has worked in the past, it is beginning to show signs of age and needs to be rethought. Change ), You are commenting using your Google account. Gillette India Ltd MAK – II Project Gillette brand holds a diverse range of products including shaving razors, shaving creams, foams, deodorants. ...[2007] STRENGTHS: ü Resource and technology advantage. However, Gillette has not used this to the best of their abilities. Are you loyal to this brand? FA 5.6. Getting a sharper picture of social media’s influence, TESLA: Embracing innovation and sustainable environment, Mumbai Dabbawalas: Packed, Delivered to Perfection. How Gillette Advertising can Brand a Product for All Men. Group 6 Section B Here are some interesting advertisements of their razors: In 2012, Gillette launched its first ever women product- Gillette Venus, a shaving razor for women. d) Catering .......................................................................................................................... 4 ( Log Out /  According to the book, “Gillette has long been known for innovation in both product development and marketing strategy” (Ferrell). Gillette is a brand of men’s safety razors, among other personal care products owned by Procter & Gamble. Gillette is the premium brand that provides personal care provisions that have been working in the market for a period of almost 100 years. ü Creativity and strong R&D investments. GILLETTE SHAVING GEL - AN INSIGHT 6.3. 2011. 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. a) Points of Parity............................................................................................................... 6 This invokes … OTHER BRANDS 6. FINANCIAL ANALYSIS 4.2. 4. Gillette brand manager, Jared Reagan, said that Messi and Federer were chosen because they represented the qualities of the brand, “Gillette is a brand with a long history in sport and knows that it takes ‘Inner Steel’ for sportsmen of all levels to perform at their best. “My father was a huge Gillette advocate and taught me to shave with Gillette Sensor 25 years ago and I have always loved … However, their innovativeness has not been the same since 2006 when they created the fusion 5, and their ability to market to people who do not want to pay the price for razors has caused them to look at new ways to maintain or increase its market share. SWOT Analysis is a proven management framework which enables a brand like Gillette 7 o clock to benchmark its business & performance as compared to the competitors and industry. The challenge now was to continue to grow and innovate new products. With the brand name and identity, it can help to market to woman. How is your brand similar to the competition? SWOT Analysis “I have a feeling it was very much a corporate decision,” says Assael. As per the case study of Gillette, the brand image of Gillette has been powerful in the market which leads to increased trust of customers.   As of 2020, Gillette 7 o clock is one of the leading brands in the FMCG sector. PRODUCT 6.1.1. The company has also had many successful and unsuccessful joint ventures and now is a part of the Proctor and Gamble company, which is a world-wide leader in many household products. Purchase Decisions As per the case study of Gillette, the margins at which Gillette operates is high which proves beneficial for its stakeholders and consumers. Gillette is a subsidiary of Procter & Gamble, which sells many family and women-focused products in its other brand lines. RESEARCH APPROACH 7.3.2. Gillette’s research shows that in 2002, more than 1.7 billion men over 15 years old remove hair daily, with over 80% using a blade and razor. Slowly it started to collaborate with the top players of all sports to advertise for its brand. - I have selected Maybelline Volum’ Express mascara for my product to analyze. 1. Ioannis Assiouras SALES 3.4. EXTERNAL FORCES 5. Gillette has a varied range of products in India. Scribd is the world's largest social reading and publishing site.   DATA COLLECTION - PHASE 1: 7.4.2. Every year, Gillette introduces its new products into the market. By “convincing” the world that more is better, it was simply done by their marketing team. SWOT Analysis . This led to a razor war that would be started and continued for many years to come. No ‘ifs’ or ‘buts’, just ‘ands’. Its Mach 3 is targeted at high income group of people while its TRAC II is targeted at low income group. Gillette brand strategy / positioning case study If you want to get access to Gillette brand strategy analysis including brand essence, brand values, brand character, brand archetype and expert commentary register or log in. Because consumers grow weary of consuming the same product year after year, this broad differentiation strategy has been successful for Gillette. Post was not sent - check your email addresses! Change ). The Gillette Company was started by King C. Gillette as a safety razor manufacturer in 1901 and now is known as an independent subsidiary of Procter & … Gillette is in the process of making their other grooming products as important as their razors. Gillette as a brand is known for men’s safety razors. Another way they are similar is that they appear in a lot of the same advertisements; magazines, television channels and print ads.... ...Patagonia Brand Gillette pays $7 million annually for the naming rights to Gillette Stadium, which houses the New England Patriots of the NFL. Negative comments, on the other hand, are mainly calling the ad anti … Marketing in China – 2040168 Gillette’s research shows that in 2002, more than 1.7 billion men over 15 years old remove hair daily, with over 80% using a blade and razor. Internal Strengths • Providing the best shaving care products for men and women. From this, Gillette has calculated that the world market for blades, razors, shaving creams and gels in 2002 was in excess of … Since early days Gillette has given a lot of importance to sports marketing to convey its message of being a performance brand. Change ), You are commenting using your Twitter account. Abhishek Anand Abhishek Tiwari Nishit Jalan N P Easwaran Venkata Bhargava Talasila Wasi Rizvi Sec B Group 6 IIM Indore MARKETING Strong distribution strategies played a prominent role in the robust growth, as a result of which Gillette brand has managed to tap both the premium and the value-for-money consumers Sharat Verma, Marketing manager of Gillette India The lower-value products, followed the companys realisation that … It will also provide a current SWOT analysis of the brand under Proctor and Gamble. After 100 years, Gillette still relies on the same sales principles that King Gillette believed would create brand loyalty. When they go about branding a product, they do so by showing sexy and powerful men engaging in the ritual of shaving. c) MRO-Services ................................................................................................................ 4 Gillette eventually sold his company to a partner director, John Joyce but his name remained with the brand. Brand: Gillette Owner: P&G. What product/brand have you selected? I believe that teaming up with the different sports, they reach a broader audience and they target more of the men’s population who participate or watch a sport.... ...Fall Brand Strategy. The content is off-character and therefore off-brand, it builds no memory structure, and has a negative effect on purchase intent. Gillette should also monitor the political, legal, regulatory, social and economic changes as these environmental forces play an important role in shaping the … To address these problems Gillette needed to come up with some new marketing techniques as traditional marketing was suddenly inadequate. The controversy has seen Gillette make headlines around the world and prompted almost 20 million people to watch the two-minute … GODREJ 5.5. Patagonia will not participate in promotion will negative effects on the environment, such as billboards. Gillette was forced to shave 12% from its retail price. Mahercomm, People, JL Watson Consulting – Typepad, Financial Times, Gillette. Cullen-Shute says brands are taking a gamble and hope to be on the … As of 2020, Gillette 7 o clock is one of the leading brands in the FMCG sector. 1957    Gillette introduces an adjustable razor with three settings – for light, medium and heavy beards. It is a handy technique to map out the present Strengths (S), Weakness (W), Opportunities (O) & Threats (T) Gillette is facing in its current business environment. From this, Gillette has calculated that the world market for blades, razors, shaving creams and gels in 2002 was in excess of … Gillette has grown to be a power brand in the shaving industry. Change ), You are commenting using your Facebook account. There was increasing awareness of western grooming practices, college students and graduates entering the workforce were especially important … It is pricied at a premeium, take their cotton line it is constructed out of 100% pure organic cotton. 2. This campaign was a huge success and also resulted in increasing the sales of Mach 3 razors by a whopping 500% and reaching a market share of razors to 40%. 42. Brand positioning .............................................................................................................. 6 SWOT analysis is a strategic planning tool that can be used by Gillette managers to do a situational analysis of the company . “The Best a Man Can Get” becomes “The Best Men Can Be” Gillette’s famous tagline “The Best a Man Can Get” (that’s been around since 1989) has been given a makeover for their latest campaign, and I think the resulting phrase is one of the most poignant examples of a brand directly targeting consumers’ identities (rather than … The tagline for the campaign was – ‘No more excuses for men not to shave’. They offer “high quality shaving products that would satisfy basic grooming needs at a fair price. through so many years and decades. Patrick Layer – patrick.layer@gmail.com – 88069 Tettnang Germany This brand portfolio can be extremely useful if the organization wants to expand into new product categories. Other products like deodorants, shaving cream/ gels are targeted at medium to high income group. How Gillette Advertising can Brand a Product for All Men. Four Catalogs are produced each year; all of them are printed on recycled paper. The Brand Identity. Brand: Gillette Owner: P&G. Case # 14 – Gillette • Until 1962, they did not have any serious competition and it was a monopoly inthe personal shaving. COMPETITOR ANALYSIS 5.2.1. Its products are seen as premium quality and are thus sold at a premium price. What brands are the major competitors? Gillette can use different trend analysis techniques for this purpose, such as- marketing mix modelling, risk analysis, choice modelling and customer analysis. Its ‘Use Your And’ campaign encouraged women to move beyond the labels. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. 1932    Gillette introduces Gillette Blue Blade. This was further communicated to the public with the help of Bollywood celebrities communicating about their choices. While some have praised the brand for tackling an important issue, others have criticised it for its approach and questioned why the razor brand is inserting itself into the debate. The Gillette company has teamed up with the MLB, NFL, NASCAR, MLS, and the NCAA. Vision, Purpose & Values This is the Gillette Mission Statement. And stunts such like world record for shaving sorry, your blog can not share posts email. Provide a current swot Analysis is a gillette brand analysis way to shave ’ gillette’s market share, making a. Also talks about gender based equality and conveys the message to break through that mentality gels deodorants. 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