Marketing Strategy of Gillette

For more than 100 years Gillette has been known for Men’s grooming with its innovative razors and shaving blade. Gillette Company based out in Boston is the flagship brand of Procter & Gamble which got merged in it in the year 2005.

The brand has been the pioneer in providing efficient health-related and skin care solution for enhancing the Men’s look with the wide range of products.

Segmentation, targeting, positioning in the Marketing strategy of Gillette–

Segmentation strategy is used by the companies to segregate the population based on the variables which will shape the basis on which different offerings is to be created. Gillette uses demographic and psychographic segmentation strategies.

In order to differentiate the distinctive features of its products, the brand uses Differentiated targeting strategy.

Most of the advertisements of the company highlight the underlying benefit of using the particular product of the brand and therefore it uses usage based positioning strategy.

Marketing mix – Here is the Marketing mix of Gillette.

SWOT analysis – Here is the SWOT analysis of Gillette.

Mission- “To give men the very best and for help them to them to look, feel and be their best every day”

Vision- “Not Available”

Tagline-“The best a Man Can Get”.

Competitive advantage in the Marketing strategy of Gillette–

1. strong product line:

The company have the strong presence with a large number of offerings and extended product line which is supplementing each other in the long run resulting greater customer loyalty and brand recall.

2. Market Presence: 

P & G, the parent company of the brand sells its products in more than 180 countries through it fully owned business units or joint ventures. With such a large presence and brand portfolio, the brand Gillette is able to minimize its operational cost and optimize its distribution cost through the use of existing network of P & G.

BCG Matrix in the Marketing strategy of Gillette-

Gillette has the presence in business segments such as Razors, Blades, Trimmers, Shaving Creams and Skincare products.

The company’s portfolio of shaving solutions is Stars in the BCG matrix as the company have the wide range of products from low end to high end with different alternatives which not helped the company to cater to the needs of the customer of different segments but also helped it in retaining them by continuously innovating its offerings.

Its skin care business segment has to compete with a large number of renowned players in the markets and is, therefore, the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Gillette–

The parent company Procter & Gamble helps in distribution of products of the Gillette through various channels such as through company’s own sales channel and third-party distributors who look after the end to end distribution of the products in the market on time every time.

P & G is investing in building agile, flexible, and faster distribution network so as to align its supply chain to that of the distributors/ Retailers to minimize the intake and off take the gap.

It makes its offerings available in the market through resellers, retailers, distributors, e-commerce websites etc.

Brand equity in the Marketing strategy of Gillette–

Gillette has been ranked 29^th in Forbes magazine list of World’s Most Valuable Brand (as of May 2017). The brand has been valued at $ 19.2 billion as of May 2017 (market capitalization value method) generating revenue of $6.8 billion.

Products of the brand has won various awards and accolades such as Dupont Awards for Packaging Innovation and Edison Best New Product Awards for Gillette Fusion ProGlide, CEW Beauty Awards for Gillette Fusion ProSeries Thermal Scrub, Allure Best of Beauty Awards for Gillette Clinical Strength and many other awards.

Competitive analysis in the Marketing strategy of Gillette-

Razors are one of the most profitable businesses for Proctor & Gamble with operating margins ranging from 25-30%.  The Gillette Razors are used by more than 750 million men in more than 200 countries globally.

The company competes with players from the local market and international players such as American Safety Razor, Colgate Palmolive, Godrej, Park Avenue and others.

Market analysis in the Marketing strategy of Gillette-

With people giving more importance to hygiene factors, changing lifestyle, increased migration of population to urban centers, availability of the products in remotest of the location; the demand of the personal grooming by men is increasing in both urban as well rural centers.

The company operating in this industry closely associate with local Salons, Parlours, hotels etc to popularize their existing as well as new offerings.

Customer analysis in the Marketing strategy of Gillette–

Customers of Gillette are drug store, departmental stores, supermarket chains, Pop & Moms store, Hotel Chains, and distributors.

In Retail segment, it majorly targets Men in the age group of 12 years and above but recently the company have extended its product line and has introduced products for Women also. The brand works collaboratively with their customers to enhance and enrich their customer experience.