Gillette SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: October 30, 2021

SWOT analysis of Gillette analyses the brand by its strengths, weaknesses, opportunities & threats. In Gillette SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Gillette to benchmark its business & performance as compared to the competitors. Gillette is one of the leading brands in the FMCG sector.

The table below lists the Gillette SWOT (Strengths, Weaknesses, Opportunities, Threats), top Gillette competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Gillette SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Gillette Brand Analysis
Parent Company

Procter and Gamble


Personal Care brands - Shaving



Tagline/ Slogan

The best a man can be


Leader in grooming products

Gillette STP

grooming products

Target Group

People  belonging to lower and middle class


World Class grooming products

SWOT Analysis of Gillette
Gillette Strengths

Below are the Strengths in the SWOT Analysis of Gillette:

1. Gillette is one the leading razor and grooming brands in the world

2. Gillette has a wide product range which includes shaving razors, shaving creams and other personal care products

3. The brand has a strong brand legacy since it was formed in 1901

4. The R&D center is based out of Boston, USA and is known as the Gillette World Shaving Headquarters

5. The brand focuses on prominent advertising via TV commercials, print ads, event sponsorships etc.

6. Gillette has a good online visibility owing to social media campaigns, online ads and complete digital marketing

7. The company has pledged to reduce use of plastic thereby committing to a more sustainable business process

8. Some of its more popular products include Mach3, Fusion, Venus, Vector, Skin Guard, Treo etc.

9. To promote its brand Gillette has engaged personalities like Tiger Woods, Roger Federer, Thierry Henry

Gillette Weaknesses

Here are the weaknesses in the Gillette SWOT Analysis:

1. Intense competition in the segment means limited market share growth

2. The brand faced legal issues and controversies in the past which hampered its business

Gillette Opportunities

Following are the Opportunities in Gillette SWOT Analysis:

1. Expansion in emerging markets can help the brand grow even further

2. Young consumers are willing to experiment and hence Gillette can diversify into a bigger range of grooming products

3. Expanding product line for a female audience can also help the brand explore newer opportunities

Gillette Threats

The threats in the SWOT Analysis of Gillette are as mentioned:

1. Increasing competition means the business of Gillette can be impacted

2. The brand is vulnerable to cheap imitations which can hurt its brand image

3. Economic recessions, fluctuating currencies and trade policies can also hamper business operations for the company

Gillette Competition
Gillette Competitors

Below are the top 7 competitors of Gillette:

1. Old Spice

2. Harry's

3. Dollar Shave Club

4. Schick

5. Edgewell

6. Colgate-Palmolive

7. Philips

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Gillette. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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