Gillette Marketing Promotional Tools 2007-2012
MBA 514 - Assignment 1
Marketing promotional tools Gillette used in 2007 compare to the ones they used in 2012.
Submitted to: Dr. Mark Robinson
Submitted by: Zukhrab Karimov
GILLETTE
"The Best a Man Can Get", when we hear this tagline one thing that comes to our mind is definitely Gillette trademark for whom it isn’t just a tagline, it’s a brand promise. Founded by King Camp Gillette in 1901, he devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into a highly successful, marketable product. On October 1, 2005, Procter & Gamble finalized its merger with the Gillette Company. As a result of this merger, the Gillette Company no longer exists. The merger created the world's largest personal care and household products company. In addition to Gillette, the company marketed under Braun, Duracell and Oral-B, among others, have also been maintained by P&G. Speed to market has been a characteristic of the famous company, which still bears his name today. In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care (Wikipedia, n.d.). Gillette's brands and products were divided between the two accordingly.
The Gillette trademark continues to recognize the importance of 'being ahead of the field' in a competitive market in which consumer requirements are becoming increasingly diverse and demanding.
MARKETTING
When the corporate marriage took place in the fall of 2005, Gillette was from Mars and its new owner, Procter & Gamble, was from Venus.
Gillette, the maker of razors, Duracell batteries and Oral-B toothbrushes, knew how to talk to men. And Procter & Gamble, which makes Pampers, Cover Girl cosmetics, Tide and Charmin, spoke with a very female voice (Louise Story, 2007). Nearly two years later, marketing executives from both sides say they have learned from each
Marketing promotional tools Gillette used in 2007 compare to the ones they used in 2012.
Submitted to: Dr. Mark Robinson
Submitted by: Zukhrab Karimov
GILLETTE
"The Best a Man Can Get", when we hear this tagline one thing that comes to our mind is definitely Gillette trademark for whom it isn’t just a tagline, it’s a brand promise. Founded by King Camp Gillette in 1901, he devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into a highly successful, marketable product. On October 1, 2005, Procter & Gamble finalized its merger with the Gillette Company. As a result of this merger, the Gillette Company no longer exists. The merger created the world's largest personal care and household products company. In addition to Gillette, the company marketed under Braun, Duracell and Oral-B, among others, have also been maintained by P&G. Speed to market has been a characteristic of the famous company, which still bears his name today. In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care (Wikipedia, n.d.). Gillette's brands and products were divided between the two accordingly.
The Gillette trademark continues to recognize the importance of 'being ahead of the field' in a competitive market in which consumer requirements are becoming increasingly diverse and demanding.
MARKETTING
When the corporate marriage took place in the fall of 2005, Gillette was from Mars and its new owner, Procter & Gamble, was from Venus.
Gillette, the maker of razors, Duracell batteries and Oral-B toothbrushes, knew how to talk to men. And Procter & Gamble, which makes Pampers, Cover Girl cosmetics, Tide and Charmin, spoke with a very female voice (Louise Story, 2007). Nearly two years later, marketing executives from both sides say they have learned from each
Cited: * Brian Clark, (2012). The Perfect Marketing Strategy for Soap, Soda, and Startups http://www.forbes.com/sites/brianclark/2012/04/24/entreproducer/ * Brian Skepys, (2010) http://socialmediainfluence.com/2010/08/18/american-apparel-and-abercrombie-fitch-different-social-media-strategies-in-hard-financial-times/ * Jack Neff, (2012) http://adage.com/article/agency-news/p-g-puts-gillette-review-north-america/237247/ * Louise Story, (2007) http://www.nytimes.com/2007/04/12/business/media/12adco.html?pagewanted=print&_r=1& * Paul Whitehead, (2012) * Report, (n.d.). A Brand Apart Television (the World leader in advertiser funded programming) http://www.linkedin.com/company/a-brand-apart-television-the-world-leader-in-advertiser-funded-programming- * Report, (2012) * Report, (2012). Gillette You Shave I Shave. http://www.spikes.asia/winners/2012/media/entry.cfm?entryid=1277&award=101&order=0&direction=1 * Report, (2010) Media Plan of the Year. http://adnewsnow.com/tag/gillette-media-plan-of-the-year/