Running head: GILLETTE BUSINESS MODEL CANVAS 1 Gillette Business Model Canvas Your Name Professor Name Course # and Name School Date GILLETTE BUSINESS MODEL CANVAS 2 Gillette is an American brand owned by the multinational corporation Procter and Gamble (P&G). It is based in Boston, Massachusetts. The Gillette brand deals with the production of personal care products such as shaving supplies and both men’s and women’s safety razors. Gillette Company owned the brand which was founded in 1901 before it merged into P&G in 2005. Gillette currently operates on a global basis. Over the past years, since its foundation and later its incorporation to P&G, Gillette has strived to provide effective shaving experiences, operating under the tagline “the best a man can get.” It has stood with men for over a century, through the evolution of its razors guided by innovation with the view of giving customers the best shaving experiences. The company has a legacy of precision laid down by its founder King C. Gillette. Through its long evolution period, Gillette has been able to create a wide portfolio of blades, razors, disposable razors among other personal care products (Stowell, & Kellogg School of Management, 2006). There have been significant changes in the number of products offered by Gillette as well as the product specifications. New and more innovative blades continue to be introduced along the history of shaving as well as the shaving technology has kept on advancing. As a result, the shape and size of the cartilage keep on changing. The introduction of the pivot between the blade and the handle is the most recent improvement on the shaving experience. Some of the current products supplied by the Gillette brand include razors, trimmers, and blades such as the 5-blade family of razors, the 3-blade razors, and the disposable razors as well as the Gillette STYLER suitable for the general purpose body hair trimming. Other personal care products supplied by Gillette include pre and post shave products as well as a wide variety of deodorants and body washes. GILLETTE BUSINESS MODEL CANVAS 3 The nine building blocks of the Gillette business model canvas are represented below: • Key partners – Gillette maintains key buyer-supplier relationships with its manufacturers and retailers. The key motivation for these relationships is to ensure efficient distribution chains from manufacturers to customers. • Key activities – the core processes that govern the key activities in Gillette are marketing and logistics. These are aimed at maintaining strong relationships with customers while also boosting the revenue stream. Gillette also has a core competence in research and development as a way of enhancing innovation in its products. • Value proposition – Gillette core value to customers are a variety of innovative blades that ensure efficient shaving experien ...

1. Running head: GILLETTE BUSINESS MODEL CANVAS 1
Gillette Business Model Canvas
Your Name
Professor Name
Course # and Name
School
Date
GILLETTE BUSINESS MODEL CANVAS 2
Gillette is an American brand owned by the multinational

2. corporation Procter and
Gamble (P&G). It is based in Boston, Massachusetts. The
Gillette brand deals with the
production of personal care products such as shaving supplies
and both men’s and women’s
safety razors. Gillette Company owned the brand which was
founded in 1901 before it merged
into P&G in 2005. Gillette currently operates on a global basis.
Over the past years, since its
foundation and later its incorporation to P&G, Gillette has
strived to provide effective shaving
experiences, operating under the tagline “the best a man can
get.” It has stood with men for over
a century, through the evolution of its razors guided by
innovation with the view of giving
customers the best shaving experiences. The company has a
legacy of precision laid down by its
founder King C. Gillette. Through its long evolution period,
Gillette has been able to create a
wide portfolio of blades, razors, disposable razors among other
personal care products (Stowell,
& Kellogg School of Management, 2006).
There have been significant changes in the number of products
offered by Gillette as

3. well as the product specifications. New and more innovative
blades continue to be introduced
along the history of shaving as well as the shaving technology
has kept on advancing. As a
result, the shape and size of the cartilage keep on changing. The
introduction of the pivot
between the blade and the handle is the most recent
improvement on the shaving experience.
Some of the current products supplied by the Gillette brand
include razors, trimmers, and blades
such as the 5-blade family of razors, the 3-blade razors, and the
disposable razors as well as the
Gillette STYLER suitable for the general purpose body hair
trimming. Other personal care
products supplied by Gillette include pre and post shave
products as well as a wide variety of
deodorants and body washes.
GILLETTE BUSINESS MODEL CANVAS 3
The nine building blocks of the Gillette business model canvas
are represented below:
• Key partners – Gillette maintains key buyer-supplier

4. relationships with its
manufacturers and retailers. The key motivation for these
relationships is to ensure efficient
distribution chains from manufacturers to customers.
• Key activities – the core processes that govern the key
activities in Gillette are
marketing and logistics. These are aimed at maintaining strong
relationships with customers
while also boosting the revenue stream. Gillette also has a core
competence in research and
development as a way of enhancing innovation in its products.
• Value proposition – Gillette core value to customers are a
variety of innovative
blades that ensure efficient shaving experiences. These also
include different types of razor
handles.
• Customer relationships – Gillette enhances relationships with
its customers
through built-in lock-ins which ensure that customers have
access to their desired products
• Customer segment – Gillette creates value for a mass of
customers worldwide
including both men and women in need of body hair trimming

5. blades and other personal care
products.
• Key resources – The key resources for the Gillette’s value
proposition are patents
and brands. These intangible resources are a key to Gillette’s
distribution channels and revenue
streams.
• Distribution channel – Gillette relies on its strong retail
networks worldwide for
the distribution of its products. The retail channels ensure that
Gillette integrates well to its
customers’ routines.
GILLETTE BUSINESS MODEL CANVAS 4
• Cost structure – The costs incurred by Gillette in its business
are marketing costs,
logistics costs, research and development costs, and
manufacturing costs.
• Revenue stream – much of the Gillette revenue stream
contribution comes from
the razor handles and blades. The customization of these
handles has contributed to their

6. performance in terms of raising revenue for the Gillette brand.
This Business Model Canvas provides a simple and quick
overview of the company’s
structure, what it offers, its infrastructure as well as its finances
and marketing. It gives a visual
framework for developing and testing a specific business model.
Due to the simplicity and
intuitive nature of Business Model Canvas, it is easy to develop
and refresh a business model.
From the Gillette Business Model Canvas, I was able to develop
a key focus through the building
blocks of the business model. It is easy to identify how each
aspect of the business relates to each
other and to the overall success of the business. The business
model canvas offers a systematic
and formal way for viewing the effectiveness of each area of the
business and its contribution to
the comprehensive success of the business. From the Gillette
business model canvas, it is
possible to determine the areas that are a key to the success of
the business such as R&D, buyer-
supplier relationships as well as its retail networks. The visual
nature of the business model

7. canvas provides an overall picture of the business which enables
an easy identification of the
possible areas of strength in the business and possible areas
which need improvement (Marbaise,
& Probert, 2016).
The Business model canvas fosters an agile mentality during
planning as its construction
is easy and focused. It focuses on the key inputs of each
building block. It concentrates on the
quality rather than the quantity of the inputs on each building
block. From the Gillette business
GILLETTE BUSINESS MODEL CANVAS 5
model canvas, it is easy to identify the factors that drive value
to customers and hence the
revenue generators. For example, the razor handles and blades
are the key sources of the revenue
stream for the business. From the Business model canvas, I was
able to understand the reason for
Gillette to develop innovative blades and razors as these are the
main contributors to the overall
revenue of the business.

8. The intuitive nature of the business model canvas is easy to
consume and understand. It
uses common references and hence easy to articulate and gain
feedback from a business model
and its constituent parts. The model canvas can thus be shared
both internally between teams as
well as externally with partners and advisors. It is, therefore, a
useful tool for building and
ratifying business models. The Business model canvas covers
the primary driving factors in the
success of the business. The central aspect of the business
model canvas is the value proposition
around which all other factors revolve. The value proposition
determines the core behaviors that
guide all activities in the business. The success of the business
depends on an engaging and
impactful value proposition which is resonant to the business
model. From the Gillette business
model canvas, the value proposition of the business is guided by
continued innovation and the
development of a variety of innovative blades. Innovation has
been a key to the success of the
brand. Gillette uses technology to devise new blazes which
contribute more to the revenue

9. support. (Pigneur, & Osterwalder, 2011).
GILLETTE BUSINESS MODEL CANVAS 6
References
Marbaise, M., & Probert, C. (2016). The Business Model
Canvas: Let your business thrive with
this simple model.
Pigneur, Y., & Osterwalder, A. (2011). Business Model
Generation (Summary): A Handbook for
Visionaries, Game Changers, and Challengers.
Stowell, D. P., & Kellogg School of Management. (2006). The
best deal Gillette could get?:
Procter & Gambles acquisition of Gillette. Evanston, IL:
Kellogg School of
Management.
Read Mirror Mirror. Look closely at the pictures and the text to
determine the meaning of each scene.
Select one image to re-illustrate.
Pick any image that is interesting to you. Perhaps one you feel

10. comfortable drawing?
Fold a blank piece of paper into four squares. (Note: the
following examples are not from Mirror, Mirror-- and that's on
purpose. Use Mirror, Mirror images for your assignment.)
Choose four types of media and illustrate the same scene four
times. Each square should feature a particular media. Below, I
used oil pastels, color marker, play doh, and watercolor.
Discuss. When you look at the images, what do you notice?
How does the media affect the message? How does artistic style
affect the message? Use your textbook to help you discuss the
illustrations (pp. 126-130).
Running head: GILLETTE BUSINESS MODEL CANVAS 1
Gillette Business Model Canvas
Your Name

11. Professor Name
Course # and Name
School
Date
GILLETTE BUSINESS MODEL CANVAS 2
Introduction
Gillette is undeniably one of the best companies, serving a
wide range of customers in the
world. Despite the company facing a lot of competition, it has
managed to remain competitive in
the market. The patterns, designs and the strategies that are
employed by the company ensure
that they remain competitive despite a lot of difficulties.
Patterns
One of the major patterns that are depicted from the business

12. model canvas is that
Gillette has embraced innovation. The company has managed to
effectively use technology to
develop and enhance the blades. Innovation is known to meet
the customers’ needs as noted by
Grant, (2016). Therefore the company has managed to maintain
and wow customers because of
their innovative designs of the blades. This ensures that the
company continues to gain revenue
and stay competitive. Apart from innovations, Gillette assures
their clients have quality products.
Despite various companies developing blades, the company has
maintained customers by
providing the value of their money.
Business design
The business design that is evident on the canvas is the
understanding of customers. The
company has managed to sufficiently meet the client’s needs by
anticipating their needs and
innovation of their products. The maintenance of a good
relationship with the customers ensures
that the organization’s marketing team get their reviews, which
can be used to enhance the

13. products (Chang, 2016). Another evident business design is the
generation and testing of various
ideas. The company through its innovations come up with
various ideas for improving their
GILLETTE BUSINESS MODEL CANVAS 3
products. The company changes the shapes and designs of the
blades constantly to meet the
needs of their customers.
Business strategy
The overall business strategy for Gillette involves various
factors. From the canvas, the
company employs various strategies including collaboration,
marketing, logistics and ensuring
quality products.
The company has collaborated with various other companies in
the distribution of its
products. The manufactures and the retailers are in close
partnership. This has helped in the
distribution of the company’s productions to various parts of the
world. Additionally, the
logistics departments conduct analysis of the market as well as

14. the customer needs; this ensures
that the products meet the customers’ expectations. Marketing is
also a strategy employed by the
company to create awareness of their products. The aspect
ensures that a good and constant
relationship between the company and the customers is
maintained. Moreover, it ensures that it
produces quality products the meet its client's expectations.
Other than pattern designs and strategy, there are also various
frames and metaphors that can be
identified by the company.
Metaphors
The first metaphor in the canvas is that of a machine. The
machine metaphor holds that a
company functions just like a machine. The machine has various
parts which are interdependent,
therefore just like the machine a company it also has various
sections or systems that work
together towards a common goal (Seidel, & O’Mahony, 2014).
The operations of Gillette are
GILLETTE BUSINESS MODEL CANVAS 4

15. carried out systematically, this is seen from the fact that the
company has partnered with various
distributors and manufacturers. All the systems of the
organization need to be valued just like the
systems of a machine. Therefore Gillette ensures that its
employees, partners and customers
receive high-quality services and products from the company.
Another metaphor that is evident in Gillette is that of a system
of change and flux. The
metaphor implies that the company is dynamic that it changes
and innovates throughout time.
Gillette Company just like this metaphor has adopted a lot of
changes through innovation and
diversity to meet the customers’ expectations. The company
also produces a range of products; it
manufactures different types of blades that meet the needs of
diverse customers.
Frames
The frames that are evident in every organization are closely
related to its metaphors
since they all depict how the company carries out its operations.
The structural frame is closely
associated with the machine metaphor; both the metaphor and

16. the frame exist in the company. In
the structural frame, every structure has its specific role that it
should play to bolster the
objectives and the goals of the organization. In this case,
Gillette has various sections including
the employees, partners, management and the distributors.
Every individual of the sections
ensures that the company carries out its operation effectively.
The political frame is also evident in the organization
operations. The frames hold that a
company puts in resources, skills and completion to win the
scarce resources according to
Viarouge, Hubbard, & Dehaene, (2014). Gillette in its
operations ensures work in its operations
to ensure that the company stays competitive. The company has
a diverse range of products for
GILLETTE BUSINESS MODEL CANVAS 5
the selections of its customers. This ensures that the company
stays competitive in the markets
and attracts a lot of customers which helps in bolstering the
company’s revenues.

17. Conclusion
In conclusion, from the canvas model, it is evident that Gillette
employs various
strategies, designs and patterns in its operations. The major
patterns are the innovation and
quality products. The strategies used by the company are
collaboration and marketing strategies.
On the other hand, the company employs good relations and
improvement of ideas designs.
Gillette also is seen as machine and change metaphors which go
in line with the political and
structural frame.
GILLETTE BUSINESS MODEL CANVAS 6
References

18. Chang, J. F. (2016). Business process management systems:
strategy and implementation. CRC
Press.
Grant, R. M. (2016). Contemporary Strategy Analysis Text
Only. John Wiley & Sons.
Seidel, V. P., & O’Mahony, S. (2014). Managing the repertoire:
Stories, metaphors, prototypes,
and concept coherence in product innovation. Organization
Science, 25(3), 691-712.
Viarouge, A., Hubbard, E. M., & Dehaene, S. (2014). The
organization of spatial reference
frames involved in the SNARC effect. The Quarterly Journal of
Experimental
Psychology, 67(8), 1484-1499.