This document discusses Gillette's history of innovation in the razor market and challenges it currently faces. Some key points:
- Gillette was founded in 1901 and pioneered the safety razor market, but has faced increasing competition over time.
- Gillette has a history of "cannibalizing" its own successful products by continuously introducing new innovations, though this does not always increase market share.
- New online competitors focusing on low prices now threaten Gillette's market dominance.
The document analyzes Gillette's strategy and recommends ways for it to maintain leadership, such as promoting existing body razor products, acquiring organic brands, offering discounts on new product introductions, and endorsing products through professional
Whether the level of innovation has reached to peak for Gillette?
Whether Gillette should reduce the price?
What should Gillette do to fight low-cost competitors like Dollar Shave Club?
What should be strategy for Gillette in long term
Whether the level of innovation has reached to peak for Gillette?
Whether Gillette should reduce the price?
What should Gillette do to fight low-cost competitors like Dollar Shave Club?
What should be strategy for Gillette in long term
Comprehensive marketing plan created in my Intro to Marketing course covering a SWOT Analysis, Competitive Review, 5 Ps of marketing, an Integrated Marketing Communications Strategy, Budget, Controls and a Channels/Logistics Review
Today, innovation in razors and blades is thwarted by a lack of new technology and increasing consumer reluctance to pay for the ‘‘latest and greatest’’ in shaving technology. Gillette relied on extensive research and development to create a single product for global distribution. The product was supported by a marketing premise that it would be equally valuable to customers globally.
Gillette, Market Research Report, Spring 2014:
- Worked with a team of three to complete a market research report for Gillette
- Utilized a focus group for qualitative research
- Used a Qualtrics survey for quantitative research
- Performed data analysis in order to create insight from research information
Marketing Management of P&G India by AKSHAY GAUTAMAkshay Gautam
I have made this ppt for my marketing management project. Do share it only for reference. Show some hard work and make one(better than this) on your own. Good Luck!!!
Comprehensive marketing plan created in my Intro to Marketing course covering a SWOT Analysis, Competitive Review, 5 Ps of marketing, an Integrated Marketing Communications Strategy, Budget, Controls and a Channels/Logistics Review
Today, innovation in razors and blades is thwarted by a lack of new technology and increasing consumer reluctance to pay for the ‘‘latest and greatest’’ in shaving technology. Gillette relied on extensive research and development to create a single product for global distribution. The product was supported by a marketing premise that it would be equally valuable to customers globally.
Gillette, Market Research Report, Spring 2014:
- Worked with a team of three to complete a market research report for Gillette
- Utilized a focus group for qualitative research
- Used a Qualtrics survey for quantitative research
- Performed data analysis in order to create insight from research information
Marketing Management of P&G India by AKSHAY GAUTAMAkshay Gautam
I have made this ppt for my marketing management project. Do share it only for reference. Show some hard work and make one(better than this) on your own. Good Luck!!!
Marketing Position Of "GILLETTE" and Its Supply Chain Integration Sunny Kumar
The report was assigned to evaluate marketing practices of Gillette and their effectiveness in Pakistan's safety razors and personal care product sector.
SWOT analysis helps to assess the present market scenario of a company. Here, we will take a look at Gillette, one of the leading firms in the world specializing in safety razors, and other personal care products. Furthermore, we will closely observe the internal and external strategy factors of Gillette.
The study of consumer behaviour helps marketers and experts to recognize and forecast and predict the purchase behaviour of the consumers while they are purchasing a product. The study of consumer behaviour helps the marketers not only to understand and consider what consumer's purchase, but helps to understand why they purchase and needs and wants of consumers.
Running head GILLETTE BUSINESS MODEL CANVAS 1 .docxcowinhelen
Running head: GILLETTE BUSINESS MODEL CANVAS 1
Gillette Business Model Canvas
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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 ...
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Exploring Patterns of Connection with Social Dreaming
Why innovation may not be enough
1. :Why
Innovation May
Not Be Enough?
Group 12:
Gautami Pati (UM15020)
Pratyusha Dash (UM15034)
Priya Ranjan Mohanty (UM15036)
Swastik Panigrahi (UM15052)
2. Case facts
Founded by King Camp Gillette in 1901 as a Safety Razor maker.
Initial Product: A razor with Safe, Inexpensive & Disposable blade.
In 2005 Proctor & Gamble took over Gillette for 57 Bn. USD.
Market: Monopoly market till 1962. Now 69% Market share.
Competition: When Wilkinson Sword Schick Company introduced stainless
steel blade, market share of gillete dropped to 49% for some time.
Gillette is known to introduce innovative products periodically which are
better than their ancestor products.
To increase their revenue and product offerings Gillette now focuses on
complete shower experience rather than only razors.
5. • Gillette continuously invaded the market of its own products.
Gillette kept on innovating and killing the market of its
previous products, even though there wasn’t too much
pressure from the competition to innovate.
• While they were touted as innovative, they were also
"cannibalizing" their own successful products repeatedly.
• While their new inventions drove up their sales, it often took
away from the sales of its previous products and did not
increase their market share to the desired levels.
Has Gillette been a victim of its
own success?
6. Has product innovation in the wet-
shaving market come to an end ?
• Innovation is an idea, practice or object
that is perceived to be new by an
individual.
• In this case Gillette has done nothing new,
but add to the number of blades.
• Hence, they should now:
Improve upon the current products
Enhance brand loyalty and the brand
as a whole
Developing Complementary Products
7. The Razor Wars
› Cannibalized its own successful products
› Internal competition heated up as a result of the
strategy of topping their own products
› A new and threatening competitor: Schick and the
Quattro-the world’s first four bladed razor came into
the market
8. The Razor Wars
› Gillette and Quattro argued with each other for
illegally using “progressive geometry” technology and
misleading slogans by Gillette
› Schick’s razors led to fall in Gillette’s market share.
› In 2006, Gillette made a comeback with the Fusion, a
5+1 blade razor.
› With some initial success, it eventually faced a
downfall because of high price and lack of added
benefits of the 5 bladed razor over Mach3
9. The Razor Wars
Online Competitors
› Some major competitors emerged in the online market
› Companies like Dollar Shave Club, 800Razors LLC,
Harry’s Razor Co. etc. used online marketing and price
differentiation to attract consumers
› With the high cost of Gillette razor and its cartridges,
customer's started moving towards these market
players where the value proposition for a shave is
almost equal to Gillette but the prices are
comparatively very low.
› Companies focusing on online selling are perceived to
be less in product quality and price, rather their focus
is more on service quality and ease of use for the
customer
10. › Marketing plays an important role and Gillette’s marketing
strategies are more successful than Schick’s
› Gillette has a chain of innovative products because of huge R & D
investment which gives it a competitive advantage over Schick
› Good product quality and loyal customer base accompanied with
global presence makes Gillette a powerful company to counter any
significant move by the competitors
› In response to the recent change in consumer preferences and
buying behavior, Gillette also launched its ecommerce initiative to
offer its shaving products online
Does Gillette face a serious
threat from competitive inroads?
11. › What actions would you recommend
over the next five years that could help
Gillette maintain its worldwide
dominance in the shaving market?
› What specific program decisions would
you recommend?
› Should Gillette be scared about its
Pricing Strategy?
13. Manscaping: Body
Razors
With the increasing
acceptance of facial hair,
Gillette could promote its
existing range of Body
Razors
Venus
Since Gillette is a
masculine brand, it can
promote Venus to
encourage women to use
razors, alongside
communicating the
benefits of the same to get
rid of the reservations
Acquisition of
Organic Brands
The Indian brand, Uustra,
introduced organic shaving
products, creams, oils for
the beard and moustache.
Gillette could plan on
acquiring these brands
Offers with
introduction of
new technology
When the 5 blade Fusion
was introduced, the Mach
3 handle became obsolete.
An attractive discount
could be offered for the
exchange of
handles/razors
Blade Longevity
over cost-addition
features
Research suggests
customers prefer blade
longevity and price over
other fancy features.
Gillette should thus focus
on value additon rather
than cost addition
Endoresment by
Professional
Characters
Since office-goers shave
often, they could use an
iconic character such as
Harvey Specter (Suits) to
endorse Gillette products
: Ways to go ahead
14. : Ways to go ahead
Gillette Shave Club
As a direct
competition to
Dollar ShaveClub,
Gillette introduced
this. They should
promote it strongly
among people
willing for
subscriptions. This
gives them a scope
for Customer
Relationship
Marketing
Seasonal Discounts
Research suggests
season acts as a
deterrent for
shaving. During off-
peak seasons,
promotions and
discounts could help
move sales. (Esp
during No-Shave
November and Don’t
Shave December)
