Gilltete Business Plan
Gillette marketing plan
A Situational Analysis
SWOT Analysis Strengths * Market leader in shaving products * Few competitors * Huge marketing and advertising budgets and campaigns * Huge brand recognition | Weaknesses * Profit based solely on performance of goods | Opportunities * Launch more environmentally friendly products * Entry into new markets (eg. Grey market) * Growth in female market section | Threats * Imitations of Gillette’s products * Outward migration of target market * Downturn in the Irish market |
Strengths 1. Market leader in shaving products Gillette is currently the Irish market leader. The shaving market currently makes up roughly 28% of the male grooming market in Ireland. This market is worth approximately €105 million. In 2006 Gillette led the market of razors with approximately 71% of the market share and also 61% of the shaving preparations market. 2. Few competitors With Such a large percentage of the market share in their favour it is a hard market to break into and find success in Ireland. This has resulted in a lack of competitors. The two main competitors in terms of the razors are BIC and Wilkinson sword. 3. Huge marketing and advertising budgets and campaigns As Gillette is a huge multinational company, it has a large budget for advertising and marketing campaigns. This is evident with the television advertisements shown on Irish television which include celebrity endorsements with sports icons such as Roger Federer and Tiger Woods. This massive campaign sets them apart from their competitors. 4. Huge Brand Recognition As a result of their huge marketing campaign and multinational status, Gillette has managed to create incredible and vast brand awareness. This was further increased due to their use of celebrities to endorse their products in their recent advertisements.
Weaknesses 1. Profit based solely on performance of goods
Due to the nature
A Situational Analysis
SWOT Analysis Strengths * Market leader in shaving products * Few competitors * Huge marketing and advertising budgets and campaigns * Huge brand recognition | Weaknesses * Profit based solely on performance of goods | Opportunities * Launch more environmentally friendly products * Entry into new markets (eg. Grey market) * Growth in female market section | Threats * Imitations of Gillette’s products * Outward migration of target market * Downturn in the Irish market |
Strengths 1. Market leader in shaving products Gillette is currently the Irish market leader. The shaving market currently makes up roughly 28% of the male grooming market in Ireland. This market is worth approximately €105 million. In 2006 Gillette led the market of razors with approximately 71% of the market share and also 61% of the shaving preparations market. 2. Few competitors With Such a large percentage of the market share in their favour it is a hard market to break into and find success in Ireland. This has resulted in a lack of competitors. The two main competitors in terms of the razors are BIC and Wilkinson sword. 3. Huge marketing and advertising budgets and campaigns As Gillette is a huge multinational company, it has a large budget for advertising and marketing campaigns. This is evident with the television advertisements shown on Irish television which include celebrity endorsements with sports icons such as Roger Federer and Tiger Woods. This massive campaign sets them apart from their competitors. 4. Huge Brand Recognition As a result of their huge marketing campaign and multinational status, Gillette has managed to create incredible and vast brand awareness. This was further increased due to their use of celebrities to endorse their products in their recent advertisements.
Weaknesses 1. Profit based solely on performance of goods
Due to the nature
Bibliography: Works Cited "Gillette SWOT Analysis." Gillette SWOT Analysis (2007): 1. Business Source Premier. EBSCO. Web. 7 Oct. 2010. “Diagnosis Two industry experts suggest how Gillette can sharpen up its act.” Marketing (00253650) (2010) : 21. Business Source Premier. EBSCO. Web. 5 Oct. 2010. Dolliver, Mark. “More Grooming, Please” Brandweek 51. 28 (2010): 18. Business Source Premier. EBSCO. Web. 5 Oct. 2010. Boyle, Edward. “Razor’s Edgy Package”. PFFC-online. 1 Aug. 2009. 6 Oct. 2010.