Published by MBA Skool Team, Last Updated: March 04, 2017
Marketing Strategy of Gillette analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Gillette marketing mix, help the brand succeed.
Gillette marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Gillette Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Gillette Product Strategy:
The product strategy and mix in Gillette marketing strategy can be explained as follows:
Gillette is one of the leading men’s personal care brands in the world. Gillette has a wide range in products in the men’s personal care segment. These are further sub categorised as per the requirement and features. All these Gillette offerings are a part of its marketing mix product strategy. The various Gillette products are listed below:
1. Razors, trimmers, & blades: It includes brands like Gillette Fusion, Gillette Mach 3, Gillette Flexball etc
2. Pre and post shave: Gillette offers shaving creams, gels, foams, skin care and aftershaves
3. Wide range of deodorants, antiperspirants and body washes are offered by Gillette
4. Venus is a version of the Mach3 for women by Gillette
All these Gillette products are available in different variants as per the requirements of the customer.
Image: company website
Gillette Price/Pricing Strategy:
Below is the pricing strategy in Gillette marketing strategy:
Gillette products have been evolved through high technological advancements, which in turn is reflected in its premium pricing strategy.
Gillette products are high in quality and customers willing pay a high price because of this. The competitors are priced way below than Gillette’s products, but the diverse variety and wide range of products offered by Gillette helps in competing with competitors in all segments. Customers understand the significance of spending such a premium price, because of this company’s history, continuous innovations, high quality, and value in terms of money, hence their loyalty is always high. This gives an insight in the pricing strategy in the marketing mix of Gillette.
Gillette Place & Distribution Strategy:
Following is the distribution strategy in the Gillette marketing mix:
Gillette is a multinational brand and is spread across America, Asia, Europe, Africa and Oceania. In total there are 140 countries where it has set up its offices. Gillette’s manufacturing units are not only in US, but also in India, China and UK. It has a good distribution system which helps it to directly connect with distributers, retailers and customers efficiently. Gillette also has its franchises, which are help in making this product available in every corner of this world. Also, as mentioned earlier it has a well-designed website which presents all its offerings in a very systematic manner. Gillette products are available at almost all supermarket, store, corner shops etc.
With the growing internet penetration, Gillette has made online sales also an effective sales channel.
Gillette Promotion & Advertising Strategy:
The promotional and advertising strategy in the Gillette marketing strategy is as follows:
Gillette has targeted the youth and its major advertisements and commercials clearly reflects that. As a part of its marketing mix promotional strategy, Gillette has been aggressively advertising through different media. Gillette advertises on TV, print, online, billboards etc. Gillette sponsors various events like Major League Baseball, England Rugby team, etc. It is endorsed by celebrities like Tiger Woods, Roger Federer, Rahul Dravid, Michael Clarke, etc. Through its well established website, Gillette offers the range of products, shaving tips, manscaping tips and facial hair styles. Its promotions and other discounts are also mentioned on the website. There is also a shave club, which shares offers, rewards, and opportunities to fit the lifestyles of youth. Through all these Gillette helps the organisation to connect directly with the youth. As a result, it creates awareness and its customer base is increased to a great extent. This completes the Gillette marketing mix.
Gillette is owned by Proctor and Gamble and it’s headquarter is in Boston. Gillette’s tagline is ‘The best a man can get. Gillette is a multinational company which produces men’s safety razors and other personal care products.
In 1901 King C Gillette created thin and strong disposable blades through his innovation and proved other scientists wrong that it is impossible to have such a product. In 1907 it produced a twin blade product, Trac II. In 1977, it created a twin blade cartridge for close shave called Atra/Contour system. In 1985 this product was modified with a lubricant blade. In 1990, the first spring technology was manufactured, called Gillette Sensor. In 1998, the first 3 blade technology razor was launched. In 2004, M3Power was introduced, and it used battery technology for wet shaving. In 2006, Gillette Fusion razors were launched in both power and manual modes. In 2014, Gillette body razor was launched for men.
Also in 2014, a pivoting razor was launched with FlexBall. In 2015, Gillette Fusion ProShield was created to provide lubrication before and after the blades.
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