Marketing Case Study: Gillette Safety Razor Company

Case Study 1 Gillette

1. Background: Size, product, customer, supplier, people, (PICTURE COMPANY) in writing ADJECTIVE

The historical foundation of the company Gillette tooks place in 1901. It all starts when King Camp Gillette a travelling salesman who was born in 1855 in Wisconsin had the obsession of a safety, inexpensive razor with disposable blades. In 1901 his obsession becomes true and together with his technical partner William Nickerson the Gillette Safety Razor Company was set up. In 2004 Gillette had about 29000 employees and a turnover of 10,3 mrd Us dollars.

Their manufacturing business was mainly razors for men, later as well for women. So their main customers are adult men.

2. Problem (No Problem Big Problem)

Gillette has

SWOT Analysis

Strength:

Fort the simple reason that Gillette was in history the first big razor company their main strength ist to be the market leader throughout the beginning. Thus they had a strong brand and an successful advertising what leads to a global range of customer through their good quality products and innovations UNTIL.......

Weakness:

Gillettes development and technologies needed to much time for new innovations (lack of innovation) which made customers moving to competitors like Wilkinson. They missed opportunities and even their executives didn`t know how to respond or to counter against competitiors. Their upholding of expensive products made it worth either.

Opportunities:

One of Gillettes big opportunities are their many advertising cooporations with famous sport athletes and their partnership with Gillette Stadium. Through this, they reached worldwide audience and the company’s image gets more and more popularity. Also the contribution of men`s hair styling gel and other personal care products have been a good step in the right direction and an opportunity to hold/higher their popularity and to awaken the buying

ACTION PLAN:

Gillette in action- Sports Marketing Activities

Since Gillette recognized that their development circles were to long and even they are not able to find the „next big thing“ they act and turned their marketing into quantitative science. Through their most visible promotion Gillette Stadium, through sponsoring many athletic activities Gillette reached a worldwide attention. After a partnership with soccer start David Beckham its image and reputation more than doubled. Also the Gillette Champion program and the Nascar marketing program helped Gillette to get back at the right way.

Furthermore since 2007 the Price and Innovation changed after Procter and Gramble acquired Gillette changed. Product quality and efficient marketing have been the most important segments of their strategy and much important for the success of their product lines.

Also the technological Advances and development gets more in foreground because to develop uniquie products first millions of dollars must be spend in research and development.

According to P&G Gillette holds its 71 % of the Global shaving market.

8. DATA ANALYSIS: (website) (Statistics, Accounting, Finance, Market