Gillette Swot Analysis
Stephannie Niell
Case # 14 – Gillette
1. Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next?
Gillette has had the ability to appeal to men for decades and learn what they need and provide that for them. By “convincing” the world that more is better, it was simply done by their marketing team. The marketing team has used not only athletes throughout the decades but the research done before each product launch. By doing such extensive research and learning what consumers didn’t like about razors helped them to develop more bladed razors. More blades equal fewer tugs and pulls on facial skin, and this became more appealing to men who had sensitive skin or those who wanted the cleanest look. The fact that the newest razor, The Fusion, with six blades accounts for 45% of the men’s razors sold in the US is showing Gillette that more is actually better. Gillette is in the process of making their other grooming products as important as their razors. The ability of the company to create highly demanded products around the entire globe was due to their transparency and marketing efforts, and they are trying to do the same for their other grooming products.
2. Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain.
The issues that endorsements create when they are associated with a famous athlete or another world-renowned celebrity do not hurt their brand equity or their message. The reason being, although this individual made a mistake, he is still the epitome of a man who needs the products. Some may argue that it ultimately hurt the brand image, but the company continued to be the largest shaving and Razor Company with 70% of the global market share. The 7.5 billion in annual sales suggest that issues with
Case # 14 – Gillette
1. Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next?
Gillette has had the ability to appeal to men for decades and learn what they need and provide that for them. By “convincing” the world that more is better, it was simply done by their marketing team. The marketing team has used not only athletes throughout the decades but the research done before each product launch. By doing such extensive research and learning what consumers didn’t like about razors helped them to develop more bladed razors. More blades equal fewer tugs and pulls on facial skin, and this became more appealing to men who had sensitive skin or those who wanted the cleanest look. The fact that the newest razor, The Fusion, with six blades accounts for 45% of the men’s razors sold in the US is showing Gillette that more is actually better. Gillette is in the process of making their other grooming products as important as their razors. The ability of the company to create highly demanded products around the entire globe was due to their transparency and marketing efforts, and they are trying to do the same for their other grooming products.
2. Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain.
The issues that endorsements create when they are associated with a famous athlete or another world-renowned celebrity do not hurt their brand equity or their message. The reason being, although this individual made a mistake, he is still the epitome of a man who needs the products. Some may argue that it ultimately hurt the brand image, but the company continued to be the largest shaving and Razor Company with 70% of the global market share. The 7.5 billion in annual sales suggest that issues with
Cited: "Best Practices: Designing the Best Supply Chain Gillette Can Get." Supply & Demand Chain Executive. 2006. Web. 14 Aug. 2014. "Gillette." Forbes. Forbes Magazine, 6 Nov. 2013. Web. 14 Aug. 2014. "Interbrand – Best Global Brands 2013 - Gillette." Interbrand – Best Global Brands 2013 - Gillette. 2014. Web. 14 Aug. 2014. "Schick Cuts into Gillette 's Market Share - St. Louis Business Journal." Widgets RSS. 20 Apr. 2012. Web. 14 Aug. 2014.