Gillette Brand Analysis

Table of Contents

Appendices 1
1. Background 3 1.1 Company 3 1.2 Market 3 1.3 Competition 4
2. Brand analysis 4 2.1 Brand attitude 4 2.1.1 The Rossiter-Percy grid 5 2.2 Brand identity 5 2.2.1 Brand Name 6 2.2.2 Packaging 7 2.2.3 Identity Prism 8 2.2.3 Brand personality 9
3. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12
4. Celebrity endorsement 13 4.1 David Beckham and Gillette 14 4.2 Other Gillette celebrity endorsers 15 4.3 Match-up hypothesis 16 4.4 Future Endorsement 17
5. Retail Environment 17

Appendices

Bibliography
Appendices

Appendix 1 – Marketing Week Article

Appendix 2 – Questionnaires

Appendix 3 – Rossiter-Percy grid

Appendix 4 – Brand image synthesis model

Appendix 5 – Identity Prism model

Appendix 6 – Applied Identity Prism model

Appendix 7 – Aaker’s Brand Personality framework

Appendix 8 – Bad celebrity endorsements

Appendix 9 – Tesco ‘own-label’ example

Appendix 10 – Strong brands’ reaction to ‘own-label’ model

1. Background

For the purpose of this report the focus for the brand of Gillette is purely on the men’s shaving products market. Although Gillette have started to expand into different markets, in particular the female shaving market, the brands core competencies lie in the male shaving market. The brand has reached the strength it is today purely on the drive and consistency of the products and innovations within the men’s shaving market.

1.1 Company

The Gillette Company was founded in 1901 by King. C. Gillette. They started producing razor sets and blades in 1903, and by 1905 were selling 250,000 razor sets and nearly 100,000 blade packages per year (Dearlove & Crainer, 1999). The Gillette company was acquired by Proctor & Gamble in 2005 for $57 billion (Mintel, 2007), and all the above companies are also now maintained by them. In the UK Gillette was

Bibliography: 1.2 Market The men’s shaving products market showed a steady growth of 4.5% per annum for the 4 years leading up to 2007 (Mintel, 2007) Brand attitude can be defined as ‘a consumer’s particular impression of a brand created by emotions, logic and cognitive beliefs’ (Kellycomarketing.com, 2008). ‘It is basically brand attitude that forms and sustains brand equity, and it is marketing communication, especially advertising like messages, that helps form brand attitude’ (Elliot & Percy, 2007). Due to the fact that consumer perceptions of a brand can be affected greatly by advertisements, (Elliot & Percy, 2007) suggest that when creating a ‘brand attitude strategy’, involvement and motivation should be taken into consideration. 2.1.1 The Rossiter-Percy grid The Rossiter-Percy grid (1997) can be used to identify the best tactics to be used in positively affecting brand attitude through advertising, and other forms of marketing communications 2.2 Brand identity (Kapferer, 2008) would suggest that brand identity ‘is to specify the brand’s meaning’ aim and self image’ (Appendix 4) illustrates that an image is ‘a synthesis made by the public of all the various brand messages, e.g. brand name, visual symbols, products, advertisements, sponsoring, patronage, articles’ (Kapferer, 2008). 2.2.1 Brand Name (Keller, 2008) suggests a ‘brand name that explicitly conveys a product benefit leads to a higher recall of advertising than a non- suggestive name and thus builds positive associations more effectively’ The packaging of a product has also been described as the ‘silent salesman’ (Dichter, 1957). 2.2.3 Identity Prism The identity of a brand can in no doubt be communicated through the physical attributes of a brand, however, (Kapferer, 2008) would suggest that a brands identity is ‘not just a matter of functional attributes’