History gillette

GILLETTE
Plan

1. 
   History Gillette
   
2. 
   Marketing strategy
   
3. 
   Complete Marketing Strategy Of Gillette
   
4. 
   Marketing Campaigns
   
5. 
   Product Strategy of Gillette
   
6. 
   Conclusion
   

HISTORY GILLETTE
The Gillette company and brand originate from the late 19th century when salesman and inventor King Camp Gillette came up with the idea of a safety razor that used disposable blades. Safety razors at the time were essentially short pieces of a straight razor clamped to a holder. The blade had to be stropped before each shave and after a time needed to be honed by a cutler.[7] Gillette's invention was inspired by his mentor at Crown Cork & Seal Company, William Painter, who had invented the Crown cork. Painter encouraged Gillette to come up with something that, like the Crown cork, could be thrown away once used.
While Gillette came up with the idea in 1895, developing the concept into a working model and drawings that could be submitted to the Patent Office took six years. Gillette had trouble finding anyone capable of developing a method to manufacture blades from thin sheet steel, but finally found William Emery Nickerson, an MIT graduate with a degree in chemistry. Gillette and other members of the project founded The American Safety Razor Company on September 28, 1901. The company had issues getting funding until Gillette's old friend John Joyce invested the necessary amount for the company to begin manufacturing.[10][8][9] Production began slowly in 1903, but the following year Nickerson succeeded in building a new blade grinding machine that had bottlenecked production. During its first year of operation, the company had sold 51 razors and 168 blades, but the second year saw sales rise to 90,884 razors and 123,648 blades. The company was renamed to the Gillette Safety Razor Company in 1904 and it quickly began to expand outside the United States. In 1905 the company opened a sales office in London and a blade manufacturing plant in Paris, and by 1906 Gillette had a blade plant in Canada, a sales operation in Mexico, and a European distribution network that sold in many nations, including Russia

Marketing strategy

1922 advertisement for various New Improved and Old Type razor models
Gillette first introduced its long-time slogan, "The Best a Man Can Get", during a commercial first aired during Super Bowl XXIII in 1989.[131]
The company has sponsored Major League Baseball (MLB),[134] the 2010 Gillette Fusion ProGlide 500, and the Olympic Games,[135][136] and has naming rights to Gillette Stadium in Foxborough, Massachusetts, home venue for the National Football League's New England Patriots.[137][138] Athletes such as Roger Federer,[139] Tiger Woods,[140] Shoaib Malik,[141] Derek Jeter,[142] Thierry Henry,[143] Kenan Sofuoğlu,[144] Park Ji-sung,[145] Rahul Dravid,[146] Raheem Sterling,[147] Karl-Anthony Towns,[148] and Michael Clarke have been sponsored by the company,[149] as well as video gaming personality Dr Disrespect.[150]
In November 2009, Gillette became the subject of a proposed boycott in Ireland due to its endorsement by French soccer player Thierry Henry; his undetected handball foul during a FIFA World Cup qualifying match contributed to a game-winning goal by France, eliminating Ireland from contention.[151] The following month, expanding upon the controversy, media outlets observed a "curse" associated with top athletes who endorse Gillette, also citing Tiger Woods (who became the subject of an infidelity scandal in late-2009), and Roger Federer losing in an upset to Nikolay Davydenko during the 2009 ATP World Tour Finals.[152]
Upon its opening in 2002, Gillette has held naming rights to Gillette Stadium in nearby Foxborough, home of the New England Patriots of the National Football League. The original agreement lasted through 2017; in 2010, P&G reached a 15-year extension, lasting through 2031.[153]
Since the 1990s, the company has used a marketing list to send a free sample of a Gillette razor in promotional packages to men in celebration of their 18th birthday. The campaign has occasionally resulted in the samples accidentally being sent to recipients outside of the demographic, such as a 50-year-old woman (exacerbated by the package containing the slogan "Welcome to Manhood").[154][155]
In 2019, Gillette and Twitch partnered to form the esports group Gillette Gaming Alliance, as well as the Bits for Blades campaign which gave Twitch Bits (the site's digital currency) to those who purchased Gillette products online. The 2019 team had eleven streamers, each representing a different country,[156] and the 2020 team had five streamers including DrLupo.[157][158] During 2020–2021, Gillette enlisted NFL players Saquon Barkley, Ashtyn Davis, Jalen Hurts, Cole Kmet, and Tua Tagovailoa as brand ambassadors.[159][160]
Complete Marketing Strategy Of Gillette

It has been 100 years since Gillette has been manufacturing the best grooming products for men globally. Interesting 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 be going through the marketing strategy of Gillette, marketing campaigns will have details on its SWOT analysis and what all made it a successful brand even after decades.
Let’s move on to know about the company in brief.
About Gillette
Marketing Strategy of Gillette
Marketing Campaigns
1. Barbershop Girls: #shaving stereotypes | Gillette
2. Story of Lt Col Manoj Kumar Sinha | #Manenough
3. Gillette Barber Suraksha Program | #GroomTheirFuture
Digital Marketing Key Strategies of Gillette
Marketing Mix of Gillette
1. Product Strategy of Gillette
2. Price Strategy of Gillette
3. Place Strategy of Gillette
4. Promotion Strategy of Gillette
SWOT Analysis of Gillette
1. Strengths of Gillette
2. Weakness of Gillette
3. Opportunities for Gillette
4. Threats for Gillette
Marketing Strategy of Gillette
Gillette’s marketing machine is a multi-headed monster. From razors to body wash, and everything in between, the product brands on offer are diverse. With such a diverse product portfolio, one might think it would be tough to maintain a marketing emphasis on how to correctly brand a product– but Gillette has done just that, and done it brilliantly. Gillette creates a Pavlovian reaction that is replayed every morning by designing advertising that portrays strong, beautiful, and confident guys. Simple planning is transformed into a feeling of accomplishment. Extraordinary promoting isn’t only about promoting a product; it’s also about capturing a customer’s interest.
Until 2010, Gillette India followed a strategy of pushing lower-cost end-of-the-line razors made in the United States. Low-pay Indian clientele, on the other hand, who couldn’t afford Gillette’s exorbitant cost, resorted to the outmoded, but still widely used, two-edged razor shaving equipment. Gillette was given a great development opportunity by an estimated 400 million customers who were dissatisfied with present corporate sector contributions.
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, one of the campaigns launched by Gillette, challenged the prevailing social division of the workforce. The campaign covered the inspiring story of Neha and Jyoti from village Banwari tola in Uttarpradesh and was presented through an eight-year boy in their tape.

Barber shop girl

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, Company targeted to reach more than two million young men across the country.
#Manenough | Gillette
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 all 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.
Gillette Barber Suraksha Program
Digital Marketing Key Strategies of Gillette
When every other company was losing its market share due to the absence of key digital marketing strategies during this pandemic in the virtual world, Gillette has an excellent influencing technique through famous and interesting personalities which include athletes, celebrities from pre covid period and got a boost up in the covid times.
Let’s see how interesting Gillette’s social media marketing techniques are
Gillette came up to tie 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.
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.
Go ask dad campaign to tackle their performance on SEO, which focused on answering every ‘How to’ question on google.
Marketing Mix of Gillette
Before going through the key aspects, let’s tell you what Marketing Mix is. Decisions related to the 4Ps which include Product, Price, Place, and Promotion, every firm focuses on these Ps to increase their returns.
1. Product Strategy of Gillette

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.
2. Price Strategy of Gillette
The pricing strategy of Gillette, unlike others, has given a priority to what we say ‘Quality over Quantity’. The company has been working overbuilding brand-loyal customers using a premium pricing policy technique, which means setting high prices for their products. In return what gave customers stick to the product is the brand image that Gillette has of its own.
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.
3. Place Strategy of Gillette
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 is accessible to over 140 countries around the globe including developed and developing nations, has manufacturing units in India, China, 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.
4. Promotion Strategy of Gillette
Gillette’s advertising policies cost billions of dollars. They have employed an emotive marketing technique to advertise their products. The ads are fluid and cool, giving off an unstoppable vibe. With marketing and sales in mind, a brand identity was designed. The organization has employed a variety of strategies to keep their 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 emphasizing the goods, marketing focuses on the feeling.
SWOT Analysis of Gillette
As we have come up so far, it plays a vital role in understanding the strengths, weaknesses, opportunities, and threats concerning the company, which will help us in understanding the market environment and its competitive nature.
1. Strengths of Gillette
Solutions to the arising problems, with the time changing, Gillette has. been addressing the changing needs of the generation and setting it a trend as razors are not just to remove the unwanted hair but to groom men.
Innovation, the core or fundamental aspect on which the brand focuses is on evolving with the technology and catering to the needs of its customers in a revolutionized way.
Merging with Procter and Gamble is also one of the major strengths of the company as it got a good brand image of itself and a hand in experience-based research techniques.
2. Weakness of Gillette
Assembling cost, most of its innovative razors have a lot of spare parts which costs high and needs advanced technology, which as a result poses a major challenge to the company.
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.
3. Opportunities for Gillette
Propensity to consume, as the income is rising so as the purchasing power of individuals, can be a major opportunity for the company to increase its sales.
Changing trends, as with the passage of every single day people have been more conscious towards their beauty and appearance, which will be again an opportunity for the brand to grow and expand.
4. Threats for Gillette
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, its affordability, and its accessibility.