Gillette Marketing

Gillette Razor corporation was founded in 1901 by King Camp Gillette as the American Safety Razor Company. In 1895, while working as a salesman for Gillette envisioned an inexpensive, double-edge blade that could be clamped over a handle and simply disposed of when the blade dulled. Gillette spent many years searching for an inventor or engineer that could help him in making the dream a reality. Many people told him it couldn’t be done but in 1901 William Nickerson, a Massachusetts Institute of Technology educated machinist, took on the task aided with the designs provided by Gillette. Production of the razor started in early 1903 and in October of the same year, the newly renamed, Gillette Safety Razor Company began advertising and selling their razor sets for $5 each. Additional blades sold for $1 for twenty
As we mentioned earlier King Gillette vision was to make the shaving experience simpler, safer, inexpensive and time saving. The Gillette Company is globally focused on consumer products marketer that seeks competitive advantage in quality, personal care and personal use products. On their very beginnings Gillette Company was mainly focus on men’s grooming products; in 1902 they introduced the first safety razor using a disposable blade and they started advertising their product with the first ad appearing in a magazine. By 1908, Gillette Company started operating not only in U. S. but also in Canada, England, France and Germany. Around this time they introduce their second best advertising campaign which was the face of King’s Gillette on each of their razors pack. This advertising campaign was very successful on countries outside of U. S. because people recognized the face of King’s Gillette and they referred to them as “the king with the man’s face.” During the following twenty years the company kept introducing new products with new technology. By 1939, the company developed a sports advertising campaign and they purchased the