Gillette Marketing Strategy – Marketing Strategy of Gillette: Gillette is a well-known brand for men’s grooming. It has been around for more than 100 years. The flagship brand Gillette Company is based in Boston. It was merged into Procter & Gamble in 2005.
With its wide selection of products, the brand is a pioneer in providing effective skin and health care solutions for men.
Gillette At A Glance – Marketing Strategy of Gillette
Company : Gillette
CEO: Gary Coombe
Founder: King Camp Gillette
Year founded: September 28, 1901
Headquarters: Boston, MA
Annual Revenue: $67.7B
Profit | Net income: US$5.24 billion
Products & Services: Safety razors, shaving supplies, personal care products
Gillette Fun Fact: Gillette sends free razors to men around their eighteenth birthday – In the US, Gillette sends free razors to young men around their eighteenth birthday as part of its marketing strategy.
Marketing Strategy of Gillette
Gillette’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Gillette? Let us discuss.
Gillette Marketing Strategy – Segmentation, Targeting, Positioning
The companies use a segmentation strategy to separate the population based on the variables that will determine the basis for different offerings. Gillette uses demographic and psychographic Segmentation strategies.
The brand uses a Differentiated targeting strategy to distinguish its distinctive features.
The company’s advertisements emphasize the benefits of using the particular brand and so it uses a usage-based positioning strategy.
Gillette Mission Statement
“To give men the very best and for help them to them to look, feel and be their best every day”
Gillette Vision Statement
to build Total Brand Value by innovating
“The best a Man Can Get”.
Gillette Marketing Strategy – Competitive Advantage
Strong product line:
The company has a strong presence, with many offerings and extended products which are complementing each other over the long term. This results in greater customer loyalty and brand recall.
The parent company of the brand, P & G sells its products worldwide through fully-owned business units and joint ventures. Gillette has a strong presence and brand portfolio. This allows it to reduce its operational costs and optimize its distribution cost by using the existing P & G network.
Gillette Marketing Strategy – BCG Matrix
Gillette is present in many business segments, including razors, blades, trimmers, shaving creams, and skincare products.
Stars in the BCG matrix are the company’s portfolio of shaving solutions. The company has a wide range of products, from low-end to high-end with many alternatives. This not only helped the company to meet the needs of different segments of customers but also allowed it to retain them by constantly innovating.
Its skincare segment must compete with many renowned players in the market. This makes it a question mark in BCG’s matrix.
Gillette Marketing Strategy – Distribution Strategy
Procter & Gamble, the parent company, helps with the distribution of Gillette products through various channels. This includes the company’s own sales channel as well as third-party distributors that ensure the product is distributed in the right way every time.
P & G invests in building a flexible, agile, and faster distribution system to align its supply chains to those of distributors/ retailers to reduce the intake and take the gap.
It makes its products available to the market through retailers, distributors, and eCommerce websites.
Gillette Marketing Strategy – Brand equity
Gillette was ranked 29 th on Forbes magazine’s list of the World’s Most Valuable brands (as of May 2017,). According to the market capitalization value method, Gillette’s brand is valued at $ 19.2 Billion. It generates revenue of $6.8 Billion.
The brand’s products have won numerous awards and praises, including the Dupont Awards in Packaging innovation and Edison Best Product Awards For Gillette Fusion ProGlide. Also, CEW Beauty Awards to Gillette Fusion ProSeries thermal scrub, Allure Best Of Beauty Awards for Gillette Clinical Stability, and many more.
Gillette Marketing Strategy – Competitive Analysis
Proctor & Gamble’s most profitable business is the razor industry. Operating margins range from 25-30%. More than 750 million men use Gillette Razors in over 200 countries.
The company competes against players from the local and international markets such as American Safety Razor and Colgate Palmolive.
Gillette Marketing Strategy – Market Analysis
people are more concerned about hygiene, and there has been an increase in migration. The demand for personal grooming is growing in both rural and urban areas.
This industry is closely associated with local Salons and Parlours to promote their existing and new offerings.
Gillette Marketing Strategy – Customer Analysis
Gillette customers include drug stores, departmental shops, supermarket chains, and Pop & mom stores.
It focuses primarily on Men aged 12 and over in its Retail segment. However, the company recently expanded its product range and introduced products for women. To enhance and enrich the customer experience, the brand collaborates with customers.
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