MBA 514 - Assignment 1
Marketing promotional tools Gillette used in 2007 compare to the ones they used in 2012.
Submitted to: Dr. Mark Robinson
Submitted by: Zukhrab Karimov
"The Best a Man Can Get", when we hear this tagline one thing that comes to our mind is definitely Gillette trademark for whom it isn’t just a tagline, it’s a brand promise. Founded by King Camp Gillette in 1901, he devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into a highly successful, marketable product. On October 1, 2005, Procter & Gamble finalized its merger with the Gillette Company. As a result of this merger, the Gillette Company no longer exists. The merger created the world's largest personal care and household products company. In addition to Gillette, the company marketed under Braun, Duracell and Oral-B, among others, have also been maintained by P&G. Speed to market has been a characteristic of the famous company, which still bears his name today. In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care (Wikipedia, n.d.). Gillette's brands and products were divided between the two accordingly. The Gillette trademark continues to recognize the importance of 'being ahead of the field' in a competitive market in which consumer requirements are becoming increasingly diverse and demanding.
When the corporate marriage took place in the fall of 2005, Gillette was from Mars and its new owner, Procter & Gamble, was from Venus. Gillette, the maker of razors, Duracell batteries and Oral-B toothbrushes, knew how to talk to men. And Procter & Gamble, which makes Pampers, Cover Girl cosmetics, Tide and Charmin, spoke with a very female voice (Louise Story, 2007). Nearly two years later, marketing executives from both sides say they have learned from each other’s methods. Here I will try to compare how the marketing methods and tools have changed over the past 5 years, from 2007 till 2012. Advertising in mass media
Promoting the products by means of mass media is still considered to be the most effective and efficient way. Gillette has been using it before they merged with Procter & Gamble and they still do, they have just changed their marketing management strategy a bit. For instance in 2007 Gillette used to advertise their products on TV, magazines or billboards using sport stars as Tiger Woods, Roger Federer and Thierry Henry to represent its brands. However nowadays Gillette adds local voices to its ads, that will feature an additional local athlete in each large market around the world. Some Gillette brands have created more locally specific messages, using Procter & Gamble’s regional research tools. In Japan, for instance, Procter found that men were particularly interested in product features. So when Gillette introduced its Fusion razors there last fall, it used the product name “Fusion 5+1,” emphasizing the fact that the razor comes with five blades and a trimmer on the back. It also created ads specifically tailored for a Japanese audience, instead of following its previous practice of adapting existing commercials. “We changed what we said about Fusion in a way in which we probably wouldn’t have in the past,” said Andrew Robertson, the chief executive of BBDO Worldwide, the Omnicom agency for Gillette. “Not only are we going to understand what is the same everywhere, but we’re going to look to see what is different everywhere” (NYT, 2009). In-store advertising
In-store advertisement has always been there. Few years back, Gillette used to pay for in-store advertising according to sales of volume like most consumer packaged goods, but now Gillette developed a payment arrangement that goes a bit farther. It rewards stores based not only on sales volume but also on how much they use Gillette’s...
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