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Gillette SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: August 04, 2023Read time:

Here is a detailed SWOT analysis of Gillette covering strengths, weaknesses, opportunities and threats.

Gillette Strengths

  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

Above are the strengths in the SWOT Analysis of Gillette. The strengths of Gillette looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Gillette Weaknesses

  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

These were the weaknesses in the Gillette SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Gillette Opportunities

  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

Above we covered the opportunities in Gillette SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Gillette Threats

  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

The threats in the SWOT Analysis of Gillette are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Gillette SWOT analysis.

About Gillette

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Gillette Overview
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 Market

People  belonging to lower and middle class


World Class grooming products

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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