Gillette Case Study

Assignment#10 Gillette

Liu Lu

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 the next?

Gillette is one of the well-known razor brand targeted at men. The razor has received popularity and accepted by men who entrust their faces an skin to Gillette. The technological innovation and commitment for quality and continues improvement geared towards the unique needs of men,which helps them to feel and look best after each use.

Gillette has been successful in convincing the world that “more is better”, in regards to the number of blades and other features of a razor. To be successful in the business, it is imperative that ,a company understands what men desire in their use of razor for their grooming and also understands and know how to market the Gillette brand to all men around the world. Also the technological innovations and breakthroughs has created the most quality and well soughed razors by men around the world. From twin blade, The Ara,the introduction of the triple blade shaving system, and the six bladed fusion, Gillette has become the best grooming kits for men who seek fresh feeling, and has become a brand for billion.

Gillette believes in quality and channels its resources into new invention for men. Gillette basically thinks of men and how to improve their grooming state, this has led Gillette to practice positive cannibalization,where it continue to improve and create better and more innovative razors from exciting razors. The company launched its five blades fusion line in 2006 with a 40% premium over previous razor Mach 3 which had three blade offering.

1. Some of Gillette’s spokes people 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

Although Gillette uses spokespeople like marketing tools to endorse its brand, the company stands on its own as men grooming giant,who main purpose is to help men “customer” enjoy the best out of their grooming. Before the use for celebrates. Gillette successful and focused on brand improvement and quality. The company spends million thought research and innovation for the next big invention fro men.

Customer might be disappointed in Tiger woods, yet those emotions might be considered personal base on individual perception,though,customer will allow such disappoint from Tiger wood affect their grooming. Gillette uses most top sportsmen to become the company’s ambassadors by endorsing its brand, and many customers look up to these hero, legends and extraordinary brand and many customers look up to these hero,legends and extraordinary sportsmen and somewhat emotionally connect to this sport individual. Tiger Wood happens to be part of sport guru, and although this controversy may hurt Gillette loyal customers have a reason they use Gillette brand. The product quality,innovation and the pride it carries are some of are some of the reason men buy and use the Gillette brand. Tiger Wood is an accessory to the razor and can be ignored. Gillette has mad name for itself and represent its quality and pride. If Tiger was only endorse than Gillette will hurt significantly. Also if there were strong competitors who take care of men as Gillette than controversy as Tiger’s again could affect Gillette.