Case Study Gillette

1. Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. This has worked because Gillette’s impressive marketing knowledge of understanding men and what products they desire for personal grooming has helped market to men all around the world. Gillette has mass appealed to men and it has been very well received so men now entrust their skin to Gillette as they are also committed to product innovation and quality. Gillette thinks of men and how to improve their grooming experience and strongly believes in improving or creating better razors. Gillette uses one global marketing message campaign rather than individual targeted ones for each country or region. This message along with its close alignment with athletic sponsorships, sports figures worldwide, and television have helped Gillette achieve international success. The next step for Gillette would be to align itself with more video games, musicians, or movies. They should also strive to develop the next innovative razor and target women too.

2. Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. This does not hurt Gillette’s brand equity or marketing message in the long run as it uses many different athletic models worldwide. Gillette has also been very smart about dropping such spokesmen as it did with Tiger Woods during that controversy so that it ensures the brand will not be hurt. They focused on other sports figures and men still continued to use their products so it shows that their brand in itself is already strong even without the important athlete models.

3. I believe Gillette can become as successful at marketing to women because these same strategies and marketing message can attract women to want to buy these personal care products for their male significant other. Gillette is great at innovation that they can be successful at creating great...