Gillette, founded in 1901, dominates the global razor market with a 70% share and $7.5 billion in annual sales, targeting primarily men aged 16-45. The brand has successfully marketed itself through extensive consumer research, sports endorsements, and tailored advertising strategies in various regions, including adaptations for markets like India and China. Future marketing efforts may focus on reaching women by leveraging Procter & Gamble's expertise and emphasizing athletic lifestyles.

1. GILLETTE knows MEN…
…Do ya?!?
MANAGING MASS COMMUNICATIONS

2. Founded by KING C. GILLETTE in 1901.
The Gentleman’s Choice…
“ A successful razor can
be made on the principles
of the Gillette patent…
And the advance of
anything known can be
reached. ”

3. *THE GILLETTE
PORTFOLIO*

4. Target Segment
• Primary segment
– Youngsters and Adults aged 16 – 45
years
– Focus mainly on teenager and youth
segment that’s why in promotion its always
show to be cool image!
– Working segment as for quick shaving

5. POD & POP…

6. 0%
20%
40%
60%
Nivea Old
Spice
Gillette Park
Avenue
GILLETTE accounts for
70% global market share
&
$7.5 bn annual sales.
600 million men use a
Gillette product
everyday!

7. When BOY meets GIRL…
P&G Rights Issue
Exchange with Gillette Stocks
$ 54.05/share, $57 bn
100% Gillette shares
for 0.975 P&G Shares
(no collar)
Gillette Shareholders
Got shares of P&G
$57
BILLION
DEAL!

8. Market
Share
Quality
Competitor analysis
(Customer perception of Qualityvs Market Share)

9. NORTH
AMERICA
SOUTH
AMERICA
UK
EUROPE
AFRICA
ASIA
AUSTRALIA
GILLETTE WORLDWIDE MANUFACTURING SUBSIDIARIES!

10. HOW DID THIS HAPPEN…?

11. MASS COMMUNICATIONS
* Advertising Program
* Sales Promotions
* Events & Experiences
* Public Relations
Gillette acquired
Oral B
(1984)
Wilkinson
Sword
(1964)
Duracell
(1996)

13. SPORTS MARKETING…

14. BRAND AMBASSADORS

15. “The Moment”
2009-11
“Gillette is a sports marketing
pioneer that paved the way for
modern day sports sponsorship
and endorsements.”
- Tim Brosnan
Impressive campaigning

16. Think GLOBAL act LOCAL
To reflect local shaving habits, Gillette tailored
its advertising and invented a new product
development process!

17. Gillette, thus, develepod its
positioning in the Indian &
Chinese markets…

18. Gillette has successfully convinced the world that
“more is better” in terms of number of blades
and other features. Why has it worked?
• Since it gave them a lot of options but never overcharged its customers
• Customers are always waiting for innovative products from their
favorite brands and Gillette has never disappointed them
• Extensive consumer research
• Impressive marketing knowledge
• Successful mass communication

19. Was appointing Tiger Woods for advertising a
mistake?
NO
• Although Tiger Woods made a mistake, he is still the epitome of a
man who needs the products
• The company has nothing specific to do with the personal lives and
decisions of their spokespeople
• Spokespeople such as Tiger Woods that have encountered
controversy have the potential to disrupt
Gillette’s brand equity but in this case it hasn’t
due to the non-conflicting attributes it brought
to the brand

20. Can Gillette ever become as successful at
marketing to women? Why or why not?
YES
• It can market by using its brand name and identity
• It can use “sales promotion” with the help of P&G, who
are experts in marketing to women
• To make this work, Gillette needs to keep the athletic/
active demographic in mind when promoting to
women
• Gillette could air commercials for their women
products during popular sports broadcastings but also
with award shows
• Pinterest and Twitter will be Gillette’s main focus
when communicating towards women

21. DISCLAIMER
Created by ABHILASH BANUBAKDE, NIT
NAGPUR during an internship by Prof. SAMEER
MATHUR, IIM Lucknow.
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