Gillette Case Analysis
Gillette Case Analysis
Key Marketing Issue/Challenge
The key marketing challenge for Gillette is the company’s ever expanding product line. In the past few years, the Gillette brand has grown considerably. The company has released many new high-performance grooming products for men. The challenge in introducing a large number of new products in a short period of time is being able to properly market each one. It is difficult to release and market one new product, but if many products are released at once, especially “high-performance” products, this marketing becomes much more difficult. In addition, with the recent downturn in the worldwide economy, companies are having an increasingly hard time convincing consumers to switch to a new product that is most likely more expensive than the current product. “High performance” means higher pricing. Consumers are looking for a good deal on their current products or are switching to cheaper products. They have to take a gamble to move to a more expensive, different product to try it out. The product may be better for them but that does not matter if they do not try to product to find that out.
Solution 1: Play to the Shopper
One way for Gillette to break into the market is to work off the discount shopper. Many times, men are not the primary shopper in the household. Additionally, men often do not shop for a bargain. For this reason, the company should target women who make these purchases for men. Many of Gillette’s commercials are targeted at men. Gillette needs to implement commercials that play up the products appeal toward women buying the product for the man in their life. In addition to marketing toward these women, Gillette should also release high value coupons for coupon shoppers. Many men have a hard time couponing. They may not see the value in it. However, with the recent downturn in the economy and the rise in popularity of couponing with shows like TLC’s
Key Marketing Issue/Challenge
The key marketing challenge for Gillette is the company’s ever expanding product line. In the past few years, the Gillette brand has grown considerably. The company has released many new high-performance grooming products for men. The challenge in introducing a large number of new products in a short period of time is being able to properly market each one. It is difficult to release and market one new product, but if many products are released at once, especially “high-performance” products, this marketing becomes much more difficult. In addition, with the recent downturn in the worldwide economy, companies are having an increasingly hard time convincing consumers to switch to a new product that is most likely more expensive than the current product. “High performance” means higher pricing. Consumers are looking for a good deal on their current products or are switching to cheaper products. They have to take a gamble to move to a more expensive, different product to try it out. The product may be better for them but that does not matter if they do not try to product to find that out.
Solution 1: Play to the Shopper
One way for Gillette to break into the market is to work off the discount shopper. Many times, men are not the primary shopper in the household. Additionally, men often do not shop for a bargain. For this reason, the company should target women who make these purchases for men. Many of Gillette’s commercials are targeted at men. Gillette needs to implement commercials that play up the products appeal toward women buying the product for the man in their life. In addition to marketing toward these women, Gillette should also release high value coupons for coupon shoppers. Many men have a hard time couponing. They may not see the value in it. However, with the recent downturn in the economy and the rise in popularity of couponing with shows like TLC’s
References: Purpose, values and principles. (n.d.). Retrieved from P&G website: http://www.pg.com/en_US/company/purpose_people/pvp.shtml