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Gillette, renowned for its innovative shaving solutions, employs a comprehensive Gillette marketing strategy to dominate the grooming market. A Gillette marketing strategy case study helps an individual explore Gillette’s pricing strategy, target market, and successful campaigns.
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It has been 100 years since Gillette has been manufacturing the best grooming products for men globally. Interestingly, Gillette’s marketing strategies, in-depth market environment analysis, and innovation have proven to be a way ahead of competitor’s products. The main focus of the brand has been to provide the best health and skincare-related solutions.
In this particular blog, we will go through the marketing strategy of Gillette as well as its more famous marketing campaigns For those who want to understand such comprehensive marketing approaches of renowned brands, pursuing a PGDM in digital marketing can provide valuable insights.
Gillette Case Study – About Gillette
Source: Google
Founded in 1901 by King C. Gillette, the brand revolutionised the shaving industry with the first safety razor. Gillette’s mission is to provide men with the best shaving experience through continuous innovation and high-quality products. Known for its iconic taglines and cutting-edge technology, Gillette has become a household name worldwide.
For those looking to understand modern marketing strategies, exploring a digital marketing course can provide insights into how brands like Gillette adapt and thrive in today’s competitive market.
Gillette Marketing Strategy Case Study – What’s New With the Brand?
- Gillette holds a 60% market share in the global razor market (Source: Statista, 2023).
- The brand reported an annual revenue of $6.7 billion in 2023 (Source: Procter & Gamble Annual Report, 2023).
To stay ahead in the competitive grooming industry, Gillette continues to innovate its marketing approaches. Recently, Gillette has been exploring advanced digital marketing courses to enhance its online presence and engage with a digitally savvy audience. This strategic move aims to leverage new digital platforms and technologies to maintain its market leadership position.
Business News
Gillette recently announced a strategic partnership with a leading e-commerce platform to enhance its online presence and reach a broader audience.
Product Launch
In 2024, Gillette introduced the Gillette Labs Heated Razor, featuring advanced heating technology for a more comfortable shaving experience.
Marketing News
Gillette introduced a new campaign titled ‘The Best a Man Can Be,’ emphasising positive masculinity and social responsibility, earning praise across the board. Want to know how you can create an amazing campaign from the comfort of your own home? Check out our Make Money from Home Free Masterclass.
Celebrity News
Football star Raheem Sterling became the latest ambassador for Gillette, endorsing the brand’s commitment to excellence and performance.
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Gillette Marketing Strategy Case Study – Marketing Mix
Have you ever wondered how companies decide what products to sell, how much to charge for them, where to sell them, and how to convince you to buy them? That’s the magic of the marketing mix! It’s like a recipe for business success, with four key ingredients: Product, Price, Place, and Promotion. By mastering these Ps, companies can create a winning formula to attract customers and boost their profits. So, buckle up and get ready to dive into the exciting world of marketing mix!
Gillette Strategy – Product
Source: Google
Gillette is one of the most well-known men’s grooming brands in the world. In the men’s care market, Gillette offers a diverse selection of goods. These are further divided into subcategories based on the requirements and characteristics. All of these Gillette products are part of the company’s marketing mix strategy. The following are the numerous Gillette products:
- Razors, trimmers, and blades: This category includes Gillette Fusion, Gillette Mach 3, and Gillette Flexball, among other brands.
- Gillette’s Venus is a female-specific variant of Mach3.
- Gillette offers a wide choice of deodorants, antiperspirants, and body washes.
- Shaving creams, gels, foams, skincare, and aftershaves are all available from Gillette.
Gillette Pricing Strategy
The pricing strategy of Gillette, unlike others, has given priority to what we say ‘Quality over Quantity’. The company has been working on overbuilding brand-loyal customers using a premium pricing policy technique, which means setting high prices for their products. What keeps customers loyal to the product is Gillette’s established brand image.
Unlike European countries, in India when the graph of its sales flattened it came up with a pocket-friendly pricing policy, launching its razor at rupees 15 in the year 2010. They believe their product has customer satisfying power, hence once they use it, they will get addicted and will repeat demanding for it.
Gillette Strategy – Place
What comes up next is decisions related to the logistics of the company. The brand has customers from all over the world spread across various continents. Gillette’s products can be found in over 140 countries around the globe including developed and developing nations, and has manufacturing units in India, China, the United Kingdom, and the USA. It encourages two-level distribution channels eliminating the role of wholesalers. In India, it is spread across various cities and towns easily accessible to its customers. Launching its first Indian-based razor in 2010, Gillette focused on local manufacturing policy, making it available to local shops called Kirana to penetrate the Indian markets.
Gillette Strategy – Promotion
Gillette’s advertising policies cost billions of dollars. They have employed an emotive marketing technique to advertise their products. The ads flow smoothly and exude an unstoppable energy. With marketing and sales in mind, a brand identity was designed. The organisation has employed a variety of strategies to keep its existing customers as well as attract new ones. The confidence and unbeatable sensation on the model’s face can be seen in the advertising, which changes the buyer’s thinking. Instead of emphasising the goods, marketing focuses on the feeling.
For those looking to understand these marketing techniques better, enrolling in digital marketing courses in indore can provide valuable insights and practical knowledge.
SWOT Analysis of Gillette
Imagine having a secret weapon to decode any business! That’s what a SWOT analysis is – a powerful tool to assess a company’s strengths, weaknesses, opportunities, and threats. It helps us see the big picture: what Spotify does well, where it can improve, exciting new possibilities, and potential roadblocks in the music streaming world. By understanding these factors, we can gain valuable insights into the competitive landscape and how Gilette can stay ahead of the game.
Strengths
- Adapting to the Times: Gillette recognizes that customer needs evolve over time. They’ve gone beyond simply offering razors for hair removal and established a trend of men’s grooming products. This shows their commitment to understanding and meeting the needs of changing generations.
- Innovation at the Core: For Gillette, innovation is key. They constantly strive to improve their products and services using the latest technology. This focus on staying ahead of the curve allows them to cater to their customers’ needs in revolutionary ways.
- Strength in Partnership: Merging with Procter and Gamble (P&G) proved to be a strategic move for Gillette. P&G’s strong brand image and expertise in research and development provided a significant boost to Gillette. This partnership allows them to leverage P&G’s experience to conduct in-depth research and develop even better products.
Weakness
- Assembling cost: Most of Gillette’s innovative razors have a lot of spare parts that come with a high price tag.
- Premium pricing: As discussed in the earlier part of the blog the major challenge to the company when it launched its product in India was its high prices which most of them were reluctant to pay in India and can be a major drawback to the company.
Opportunities
- Propensity to consume: As the average income rises so does the purchasing power of individuals. This can be a major opportunity for the company to increase its sales.
- Changing trends, as with the passage of every single day people have become more conscious towards their beauty and appearance, which will be again an opportunity for the brand to grow and expand.
Threats
- Competition: As the company is growing, more stiff competition is being seen in the market. The major rivalries include Unilever, Dollar Shave Club, etc.
- The shift from the shaving trend can be a major threat to the company as the world is moving towards non-shaving techniques with the advancement in technology, affordability, and accessibility.
Gillette Target Market – Buyer Persona
Understanding Gillette’s ideal customer through a buyer persona can help us predict their needs and tailor marketing strategies for maximum impact.
Buyer’s Persona
Name:
Armaan
Place:
Mumbai
Age:
20 years
Profession:
Web-Developer
Motivation
- High-quality grooming products
- Innovative technology
- Brand reputation
Interest & Hobbies
- Sports and Fitness
- Personal grooming
- Technology
Pain Points
- Sensitive skin issues
- Price sensitivity
- Availability of advanced grooming products
Social Media Presence
- Active on Instagram, Twitter, and YouTube, with engaging content about grooming tips, product launches, and campaigns.
Based on the above-mentioned description, it’s no surprise that Gillette’s marketing strategy involves the use of platforms like Instagram and Pinterest. The company typically puts up posts that blend sports and personal grooming products that match its target audience.
For those interested in understanding these strategies in-depth, there are numerous courses on digital marketing online that can provide valuable insights into effective marketing techniques and audience engagement.
Marketing Strategy of Gillette
Source: Google
Gillette Marketing Campaigns
These are the following inspiring campaigns by Gillette:
1. Barbershop Girls: #Shaving Stereotypes | Gillette
#Shaving Stereotypes, which was awarded a Silver Lion for music challenged the prevailing social division of the workforce. The campaign covered the inspiring story of Neha and Jyoti from village Banwari tola in Uttar Pradesh and was presented through an eight-year-old boy in their tape.
2. Story of Lt Col Manoj Kumar Sinha | #Manenough
Gillette in its second edition of shaving stereotypes titled Man Enough highlighted the masculinity stereotype associated with men through an inspiring story of Lt Col Manoj Kumar Sinha and of his father in which father says ‘it’s okay to show up what you feel, men can also cry, soldiers can also cry’. With the launch, the company targeted to reach more than two million young men across the country.
3. Gillette Barber Suraksha Program | #GroomTheirFuture
The campaign of Gillette launched to support, educate, and provide barbers with effective resources during the covid time was one of the stirring campaigns of the company. With its hashtag #GroomTheirFuture supported by famous cricketer Sachin Tendulkar, it highlighted the plea of Barbers whose shutters were down due to this pandemic
With every campaign, Gillette comes up with a focused key marketing strategy of connecting to the people emotionally and trying to increase the product value in the market.
Digital Marketing Strategy of Gillette
While the pandemic sent many companies scrambling to adapt, Gillette kept their razors sharp with a savvy influencer strategy. They bypassed the stumbles of their competitors by leveraging established partnerships with pre-pandemic athletes and celebrities. This ensured a steady stream of familiar faces promoting their products, keeping the brand relevant and top-of-mind even during a time of social distancing and virtual living.
Let’s see how interesting Gillette’s social media marketing techniques are
- Gillette came up with tying up with famous Instagram celebrities to increase its product reach.
- The major objective was to target adult and above groups through their influencing personalities.
- To target men, collaborated with female influencers, showing to gift their products to husbands, boyfriends, or family members.
Source: Google
Marketing Strategy of Gillette Female Influencers
- Summer Shores, John Henry, Christine Nelli, Will Taylor, and many more promoted Gillette’s products
- As compared to other brands Gillette has a perfect audience base in the social media sphere with 66.6K followers on Twitter, wider reach among the audience on Facebook, 24.3K followers on Instagram which all are increasing, leading to an increase in their sales.
- Gillette’s official website on Google also plays a key role in the profile building of the brand with its interesting webpage.
- The company launched a ‘Go Ask Dad’ campaign to tackle its performance in terms of SEO, which focused on answering every ‘How to’ question on Google.
- SEO Strategy: Gillette optimised its website content with keywords like ‘Gillette marketing strategy’ and ‘Gillette marketing campaign’ to attract relevant traffic.
- E-commerce Strategy: Gillette’s partnership with major e-commerce platforms ensures easy access to its products, offering detailed product descriptions and customer reviews.
- Mobile App: The Gillette app provides personalised grooming tips, product recommendations, and convenient purchase options, enhancing customer experience.
For more insights and detailed strategies, you can explore digital marketing blogs that cover successful campaigns and tactics used by leading brands like Gillette.
Gillette Marketing Case Study – Marketing and Advertising Campaigns
One of Gillette’s famous campaigns, ‘The Best a Man Can Get,’ emphasised quality and performance, becoming a timeless slogan. The mission of this campaign was to establish Gillette as the superior choice for shaving needs, resulting in increased brand loyalty and market share.
This campaign is often highlighted in digital marketing case studies for its effectiveness and long-lasting impact on the brand’s image.
Top Competitors That Influence the Marketing Strategy of Gillette
- Schick: Known for its innovative razors and affordability.
- BIC: Popular for disposable razors and extensive product range.
- Harry’s: Recognised for its subscription model and direct-to-consumer approach.
- Dollar Shave Club: Offers a subscription service with a focus on convenience and value.
- Wilkinson Sword: Renowned for its long history and quality shaving products.
For those looking to understand the competitive landscape and marketing strategies of top brands like Gillette, enrolling in digital marketing courses in thane can provide valuable insights and practical knowledge.
Gillette Marketing Campaigns (Failed)
Gillette faced backlash for its 2019 ad addressing toxic masculinity, which some consumers found preachy. The issue was the perception of the ad being overly critical of men. The brand responded by standing by its message but clarified its intentions through follow-up communications, addressing the concerns while maintaining its stance.
This incident is often discussed in digital marketing courses in faridabad as a case study on handling public relations crises and the importance of clear communication in marketing campaigns.
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Conclusion
Gillette’s strategic focus on innovation, premium pricing, and impactful campaigns has cemented its position as a leader in the grooming market. Through thoughtful digital marketing strategies and strong brand messaging, Gillette continues to resonate with its target audience, ensuring sustained growth and market presence. This Gillette marketing strategy case study provides valuable insights into effective brand management and market engagement.
Learning from Other Brands
In comparison, the McDonald’s business model focuses heavily on franchise operations and standardisation to ensure consistent quality and service worldwide.
Similarly, the marketing strategy of HP leverages product innovation and a customer-centric approach, showcasing how technology and user data can drive brand loyalty and market leadership.
Likewise, the business model of Zomato emphasises strategic partnerships with restaurants and a robust delivery network, illustrating how effective branding and targeted marketing initiatives can foster brand loyalty and industry leadership.
FAQs About Gillette’s Marketing Strategy Case Study
Q1. What is Gillette’s tagline?
'The Best a Man Can Get.', is the tagline that is focused on Gillette’s target audience.
Q2. What is Gillette’s pricing strategy?
Premium pricing for high-quality products is a part of Gillette’s pricing strategy.
Q3. Who is Gillette’s target audience?
Men aged 18-45 who value quality grooming products are Gillette’s target audience.
Q4. What is Gillette’s latest product?
The Gillette Labs Heated Razor is one of the recent launches of this brand.
Q5. How does Gillette market its products?
The marketing strategy of Gillette incorporates innovative campaigns, digital marketing, and influencer collaborations to market its products.
Q6. Where can I buy Gillette products online?
You can avail of its products through major e-commerce platforms and the Gillette website.
Q7. Who is the current ambassador for Gillette?
Football star Raheem Sterling is currently the ambassador of Gillette.
Q8. What was the controversy surrounding Gillette’s 2019 ad?
The ad about toxic masculinity got slammed for being too preachy.
Q9. How does Gillette engage with customers on social media?
The brand engages with its customers through grooming tips, product launches, and interactive content.
Q10. What makes Gillette razors unique?
Advanced technology and superior quality help in making Gillette’s product offerings unique.
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