The Marketing mix of Gillette Mach 3 analyses the 4Ps of Gillette Mach 3, which includes the Product, Price, Place, and Promotion of Gillette Mach 3. Gillette Mach3 is a personal-care brand related to safety razors and the FMCG industry. It is a product from the Gillette brand, a subsidiary of its owner, Procter and Gamble. Gillette Mach3 launched its product line of safety razors in 1998. Gillette Mach3 has targeted high-income groups of people for its premium product, and its competitors in the consumer market are as follows-
About Gillette Mach 3
- Type: Razor
- Industry: Personal care
- Founded: 1991
- Founders: Gillette
- Headquarters: Boston, Massachusetts, USA
- Area served: Worldwide
- Current CEO: Gary Coombe
- Number of employees: Over 7,000
- Major products: Razors, shaving cream, and other personal care products
Table of Contents
Gillette Mach 3 Product Strategy
Gillette Mach3 is a top grooming products brand and deals in manufacturing and marketing shaving products for men. The latest technology and innovative features have made this brand a household name.
It has been marketed as a unique design with three blades to allow shaving with fewer strokes and minimum pressure on the skin to lessen skin irritation. Gillette Mach3 razor blades can be interchanged between themselves easily. Some of the items in the Mach3 product portfolio are as follows-
- Mach3 Sensitive Disposable Razor
- Mach3 Razor Blades
- Mach3 Smooth Shave Disposable Razor
- Mach3 Sensitive Razor
- Mach3 Razor
- Mach3 Turbo Razor Blades
- Mach3 Turbo razor
- Mach3 Sensitive Razor Blades
- Mach3 Signature Edition Razor, including 14 Cartridges
- Rogue One; Star Wars Story Special Edition Mach3 Turbo Razor Gift Pack
- Gillette Mach3 Razor Handle: The standard Mach3 razor handle is designed to hold Mach3 razor blade cartridges.
- Gillette Mach3 Razor Blade Cartridges: The replacement cartridges fit onto the Mach3 razor handle. They typically come in packs of 4 or more and are available in various formulations and designs, including Mach3 Sensitive: Designed for a comfortable and close shave, suitable for those with sensitive skin; Mach3 Turbo: Offers a more advanced shave with additional features for a smoother experience, Mach3 Original: The classic Mach3 cartridge design for a reliable shave.
- Gillette Mach3 Turbo Razor Handle: A premium Mach3 handle version offering additional features and comfort.
- Gillette Mach3 Turbo Razor Blade Cartridges: These are designed for use with the Mach3 Turbo handle and are known for providing a smoother shave with advanced features.
- Gillette Mach3 Start (Disposable Razors): These are disposable razors with Mach3 technology, designed for travelers or those who prefer disposable options.
- Gillette Mach3 Accessories: Gillette may also offer various accessories, such as travel cases, shaving creams, gels, and aftershave, that complement the Mach3 razor system.
Gillette Mach 3 Place Strategy
Gillette is an international brand that has penetrated Oceania, Eastern Europe, Africa, Western Europe, Asia, and the Americas. Its products are easily obtainable in over one hundred and forty countries, including Bangladesh, Pakistan, India, Sri Lanka, China, Japan, the United Kingdom, and the United States. The brand has set up manufacturing plants at various locations for easy production and dispatch of its products. Gillette Mach3 uses the help of its owner company, Gillette, to distribute and market its products.
Its highly organized and widespread distribution channel includes services of distributors, companies, and retailers to reach its consumer base via convenience stores, hypermarkets, supermarkets, corner shops, discount shops, and shopping malls. It also encourages direct supply channels and sells its products directly to save intermediaries costs. Gillette has a website that offers information about its product, Gillette Mach3, and related offers and discounts. It is easy to see and determine various essential features and specifications of Mach3 products on this website.
Here are five key elements of the place strategy for Gillette Mach3:
- Extensive Retail Distribution: Gillette Mach3 products are widely available through a vast network of retail channels, including supermarkets, drugstores, convenience stores, and online marketplaces. This extensive distribution ensures accessibility for consumers across various locations.
- In-Store Placement and Visibility: Gillette invests in prominent shelf placement and eye-catching displays within retail locations to ensure shoppers quickly notice Mach3 products. This enhances brand visibility and encourages impulse purchases.
- E-commerce Presence: Gillette maintains a robust online presence through its official website and e-commerce platforms. Customers can conveniently purchase Mach3 products online, with options for home delivery or in-store pickup, providing flexibility and accessibility.
- Global Reach: Gillette’s place strategy extends to a global scale, making Mach3 products available in numerous countries and regions. The brand leverages its international distribution network to reach a diverse customer base.
- Partnerships and Alliances: Gillette may form strategic partnerships and alliances with retailers, barbershops, and grooming salons to offer exclusive deals, promotions, or co-branded experiences, enhancing the reach and appeal of the Mach3 products.
Gillette Mach 3 Pricing Strategy
Gillette Mach3 has targeted men belonging to the upper and more valuable upper-middle class section of society from the urban sector as its target customers. Gillette has projected the Mach3 brand as distinctive, with several unique features and premium qualities.
It has adopted the Perceived Value pricing system for its products. Valuation is not based on actual delivery and production costs but on how much a customer is willing to pay. People are willing to pay extra because it is projected to be a high-quality, top-end product. Mach3 has also adopted a bundling pricing policy as its owner company bundles it with other related products from the same brand, Gillette.
Gillette employs a well-crafted premium price and strategy for its Mach3 product line, leveraging several vital principles of marketing:
- Value-Based Pricing: Gillette’s pricing strategy for the Mach3 is rooted in the perceived value it offers to consumers. The brand positions Mach3 as a premium shaving system with advanced features, emphasizing the close and comfortable shave it provides.
- Price Discrimination: Gillette often employs price discrimination by offering a range of Mach3 products at different price points to cater to various consumer segments.
- Skimming Strategy: Gillette initially adopted a skimming pricing strategy for new Mach3 product releases. This involves setting a relatively high initial price to capture early adopters and those willing to pay a premium for cutting-edge shaving technology.
- Bundle and Subscription Pricing: Gillette encourages brand loyalty by offering bundle deals and subscription options for Mach3 blade cartridges. These strategies lock customers into regular purchases, ensuring a consistent revenue stream for the brand while providing convenience and cost savings for consumers.
- Promotions and Discounts: Gillette employs periodic promotional campaigns, seasonal discounts, and special offers to stimulate demand and maintain market share. These promotions often coincide with events like Father’s Day or back-to-school shopping, creating a sense of urgency among consumers
Gillette Mach 3 Promotion Strategy
Gillette Mach3 has adopted an intensive marketing strategy to market its products in the consumer market. It has led successful Mach3 campaigns focussing on product innovation, values, and cutting-edge technology.
Its ad campaigns are shown via electronic, print, and social media platforms to gain maximum visibility in popular television channels, magazines, newspapers, billboards, Facebook, Twitter, Blogs, and other shopping portals. Gillette Mach3 uses a promotional policy to offer incentives like discounts on individual Gillette products and offers on bundled products to increase its sales figures and brand awareness in the market.
It has roped in several international sports celebrities to endorse its product and brands to increase its brand awareness, like Roger Federer from lawn tennis, Rahul Dravid from cricket, Thierry Henry associated with football, and Tiger Woods from Golf.
David Beckham was roped in for Mach3 Power, and several ads were aired during events like the FIFA World Cup, US Open, Barclays Premier League, Wimbledon, and the Cricket T20 World Cup. Indian cricketer MS Dhoni and supermodel Milind Soman emphasized via several ads how good and smooth it felt to use Mach3.
Gillette Mach3 employs an integrated promotion strategy that includes three marketing strategies:
- Advertising Campaigns: Gillette invests heavily in multimedia advertising campaigns featuring endorsements from celebrities and athletes to create brand awareness and emphasize the product’s superior shaving experience.
- In-Store Promotions: The brand utilizes eye-catching displays and in-store promotions to enhance visibility and drive sales in retail outlets.
- Digital Marketing: Gillette leverages digital channels, including social media and email marketing, to engage with its audience, share grooming tips, and offer exclusive promotions to its online customer base.
Some Recent Video ads and Print ads of Gillette Mach 3 are:
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