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. ”
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
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!
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!
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