Gillette Case
Gillette Case Study
1. Background Synopsis
Gillette is a razor and blade company started in 1901 by King Camp Gillette and was at the time the only shaving company available to men and women. According to the book, “Gillette has long been known for innovation in both product development and marketing strategy” (Ferrell). The company was the first to invent the disposal razor and the first 5-bladed razor. The company has lasted through many trying times and has invented many of the products we use today. The company has also had many successful and unsuccessful joint ventures and now is a part of the Proctor and Gamble company, which is a world-wide leader in many household products.
2. SWOT Analysis
Strengths- I would say that a major strength for Gillette is that they have lasted through so many years and decades. The company has made it through a major economic drought (1920’s and 1930’s), a war (World War II), and has outlasted many of its competitors. Another strength I believe the company has it that it has teamed up with many different sporting franchises, the gaming industry, and alternative audience groups. The Gillette company has teamed up with the MLB, NFL, NASCAR, MLS, and the NCAA. I believe that teaming up with the different sports, they reach a broader audience and they target more of the men’s population who participate or watch a sport. It appears that this was a strength in their marketing strategy by having a football stadium named after them and having promotional give-aways within the sports. This was also a great market strategy by reaching out to the international crowd with the MLS sponsorship. The MLS is popular in other countries and according to the book, “60 percent of Gillette’s sales are generated outside of the United States” (Ferrell) . It was also a great marketing strategy to reach out to gamers, who represent a different target market. This would also appear to be the case with the alternative audience
1. Background Synopsis
Gillette is a razor and blade company started in 1901 by King Camp Gillette and was at the time the only shaving company available to men and women. According to the book, “Gillette has long been known for innovation in both product development and marketing strategy” (Ferrell). The company was the first to invent the disposal razor and the first 5-bladed razor. The company has lasted through many trying times and has invented many of the products we use today. The company has also had many successful and unsuccessful joint ventures and now is a part of the Proctor and Gamble company, which is a world-wide leader in many household products.
2. SWOT Analysis
Strengths- I would say that a major strength for Gillette is that they have lasted through so many years and decades. The company has made it through a major economic drought (1920’s and 1930’s), a war (World War II), and has outlasted many of its competitors. Another strength I believe the company has it that it has teamed up with many different sporting franchises, the gaming industry, and alternative audience groups. The Gillette company has teamed up with the MLB, NFL, NASCAR, MLS, and the NCAA. I believe that teaming up with the different sports, they reach a broader audience and they target more of the men’s population who participate or watch a sport. It appears that this was a strength in their marketing strategy by having a football stadium named after them and having promotional give-aways within the sports. This was also a great market strategy by reaching out to the international crowd with the MLS sponsorship. The MLS is popular in other countries and according to the book, “60 percent of Gillette’s sales are generated outside of the United States” (Ferrell) . It was also a great marketing strategy to reach out to gamers, who represent a different target market. This would also appear to be the case with the alternative audience