From his office in Singapore, Emre Olcer, marketing director, Gillette Male Grooming (AAIKJ), indicates that the male hygiene sector, or ‘male grooming’ as it’s referred to within the industry, has evolved in recent years, allowing men to not feel uncomfortable when approaching the subject. The meeting is with David Evans, head of BrandAsset Consulting, who meets me to hand over some stats about how Gillette has travelled in past five years. Why this vague introduction? Over the years we’ve covered a lot of superbrands at Marketing, with varying degrees of response from our readers. “We’re in a world where content is about consumer engagement, but ‘fun’ doesn’t have to mean ‘tacky’ and ‘memorable’ doesn’t have to mean ‘in your face’… brands must play a role in getting us to notice and understand what’s meaningful about a product or service offering.”. Crossword Clue The crossword clue — II (Gillette brand) with 4 letters was last seen on the August 16, 2020.We think the likely answer to this clue is TRAC.Below are all possible answers to this clue ordered by its rank. When they go about branding a product, they do so by showing sexy and powerful men engaging in … A recent promotion attracted consumers by promising those who entered a branded competition a chance of a training session with the cricketer. This becomes clear when I ask Abbott what drew him to work for the brand. We believe this was one of the key strategic elements that helped the company grow into a world leader in the male grooming category – and that is why we continue that tradition today,” explains Abbott. The stereotype of the ‘girly man’, the stigma attached to the legend of Narcissus (a man so enamoured with himself that he fell in love with his own reflection, culminating in his death by drowning) can still rear its ugly head when men are accused of excessive ‘manscaping’. Over the years, Gillette’s participation in sports marketing grew from its ventures in North America to involvement in global sporting activities and events. He says the company's employees innovate and refine their craftsmanship, contributing to the brand's 100-year history while maintaining low prices. A wise choice that translates into control of more than 60% of the world, des-des-hommes-boostent-lindustrie-du-rasoir-1017038, Growth Potential in customers : the middle class increases across the globe, with new needs that are growing. Again, our local ‘Champion’ Michael Clarke featured in this TVC and all consumer touch points. Schlep out of bed while everyone else still sleeps. Wake up. Fumble with alarm. Right from the very beginning Gillette's vision is to establish a brand value by delivering consumer value faster through innovation in customer leadership. 3) Gillette Also regarded as a top personal care brand, Gillette is a well-known brand for men and women safety razors and other products like shaving supplies . Get out, dry off and look into the mirror. I haven’t seen statistics like this with any other brand post the GFC,” gushes Evans. “In the past 10 years, while remaining true to our brand heritage, we have made a conscious effort to ensure the brand still remains relevant to our current users, as well as new consumers coming into the marketplace for the first time. That has driven us since day one. It is this spirit in innovation that led the founder to develop the world’s first safety razor slightly more than a century ago. Brand personality is a set of human characteristics attributed to a brand name. These days I keep a ‘salt and pepper’, neat, closely trimmed beard, bereft of the experimentation of my early days (though I am known to let loose come the Movember period, of which more later). Gillette brand strategy / positioning case study If you want to get access to Gillette brand strategy analysis including brand essence, brand values, brand character, brand archetype and expert commentary register or log in. And the integration of Gillette into Procter & Gamble has enabled us to touch and improve more lives, more completely, in more parts of the world.”. Brand Personality Gillette (features) Aladdin (traits)• Safety razor • Peace loving• Less pressure to skin • Soft and kind• Fewer strokes needed hearted• Reduces skin irritation • Fast and prompt• Expensive, then other razors • Cool and pleasing• Sleek design nature• sharpness • Different ,than other people • Lean, slim, fit • Sharp wit. Turn on bathroom light and jump in the shower, feeling some life and consciousness beginning to wake in your body. Password successfully sent to your Email-id! 5. Gillette became part of Procter & Gamble in 2005 and continued to, grow over the years. In essence, he was able to identify a need for a product in the market that was easy to access and cheap enough to buy – in this case, a disposable razor. Celebrity endorsement 13 … Gillette- Brand audit.pdf - Gillette Brand audit The brand Gillette has been founded by King C Gillette in 1901 a man who created a better and more, The brand Gillette has been founded by King C Gillette in 1901, a man who, created a better and more affordable way for men to get comfort and, precision while shaving. The razor has been designed with style in mind and has a cool, fresh look that exudes a high-tech feel. Customer-Based Brand Equity is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. It is a multinational company with a global brand name that I think has the most innovative range of male grooming products out there. It tells its consumers that Gillette will get you the job, not just because it wants to infiltrate your daily lives, but because it wants to state the obvious – if you shave to look good, you will feel good. In order to differentiate the distinctive features of its products, the brand uses Differentiated targeting strategy. We know what men want: a close and comfortable shave. In fact, the Net worth of the Gillette brand before the acquisition was about $16 billion. Stub toe on bookshelf. (especially young women). Keep reminding everyone why it has dominated its market for so long and how much it has done to liberate men from the stereotype of former hygiene expectations… or lack thereof. Cream of the crop – Gillette brand profile. “For this reason up to 80 men come and have their daily shave with us every morning at the Gillette Technical Centre in the UK. It has to be the right fit. Campaign strategy and marketing techniques is, as mentioned earlier, a sore point with Abbott and Olcer. When I query Abbott on this, he is coy in his response (“Procter & Gamble does not share detailed information about its marketing strategies” was his response), but it doesn’t subtract from the success that has been documented about this brand of marketing. Gillette’s new advert that attempts to tackle ‘toxic masculinity’ has got many men hot under the collar. 2.2.3 Brand personality 9 3. With the established and well-trusted brand name on it’s side, Gillette will be able to exploit the undeveloped marketed to it’s fullest potential. In the end the success of Gillette’s strategy can be seen in the increasing revenue it consistently brings in – as the saying goes, if it ain’t broke, why fix it? Olcer points to his personal favourite campaign, Gillette’s iconic slogan ‘The Best a Man Can Get’, as proof of this, though he insists that those with the cut-through to elicit consumer response, such as the Mach3 campaign with jet fighters and the Gillette Fusion razor launch TVC, are equally worth their weight. According to Evans, not only has the company maintained its leader position in an otherwise eroding category, it has actually gained strength and, shock horror, grown during the GFC. We’ll kick things off with a definition. On masculinity, celebrities and the power of brand loyalty, Matty Soccio faces facts and admits that he’s a slave of the shave – an area Gillette has dominated for over a century. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12 4. Olcer points to Gillette’s ethos of standing for innovation, first and foremost. “Our products, and in particular our systems’ blades and razors, are the result of years of extensive research. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful. This website uses cookies so that we can provide you with the best user experience possible. But rather than criticism, Gillette has been the butt of jokes related to its multiple-blade technology. Despite the fact that the idea of the disposable safety razor had been in development for some years, Gillette was able to commercialise and progress it further. A concentrated evaluation of the brand Gillete, using theories and models to devise a constructed critism of the internal and external factors, which affect the brand and it's Make your presence known through their interests and engage with them when they need it. This preview shows page 1 - 3 out of 19 pages. Men over the age of 35 shave an average of six times a week.Brand Name & URLsThe Brand name is the name used to recognize the brand and to distinguish itfrom the competitors‟ brand.Gillette Mach 3 uses the name MACH3 for its razor. A wife and mother of two told authorities she’d “Each of these breakthrough razor technologies provides for superior product performance to men out there and this image is reinforced, partly thanks to the brand’s long-term association with top-notch sportsmen and athletes. Something that Gillette’s marketing department does very well when facing such criticism is refer back to the science to showcase a product’s ability and popularity, even if the explanation sounds like a defence. This allowed for an adjustment of the blade to increase the closeness of the shave. It would make sure that it didn’t become stale and always had something new to offer – a concept that has worked for the company all over the world. The brand released a video on YouTube entitled ‘How to shave your groin’, which has been viewed by over 2.3 million potential consumers. The fact that Wilkinson is best known by the 35-plus age group, and very little below that, goes to show that Gillette, despite letting its guard down in the late 1980s, has dominated to the point that, generally, people under 35 have barely heard of the competition. These statistics don’t surprise Olcer. During this period of renewal and industrialisation in the US, the emphasis on having disposable products for consumers was coming to a head, a concept not lost on the enterprising Gillette. shaving market. Both shaving systems feature five blades, with each blade spaced 30 percent closer together than Mach 3 blades, providing Gillette’s most comfortable shave ever. If you disable this cookie, we will not be able to save your preferences. Join the Marketing community today. At Gillette, the entire innovation process is based on a deep understanding of men. importance to beauty and appearance which results in an expansion of. This american brand is six times bigger than, Wilkinson which is his nearer competitor. “In January, we introduced a new addition to the successful Fusion range – Gillette Fusion Gamer. “The reaction from consumers to both of these campaigns has been extremely positive, with the Fusion brand now bigger than our nearest competitor’s total male shaving business in only three to four years.”. We continually study men’s shaving needs, their shaving habits and their skin in great detail.”. Gillette has never rested on its laurels – being at the top for so long doesn’t mean you’ll stay there, even if it means being reserved in revealing marketing techniques. “Online is an important touch point for us,” explains Abbott. and lower trade barriers on the import goods. -> Gillette can expand its potential customers : new targets. Social media personality Graham Allen posted a response to Gillette's new ad, which targets toxic masculinity, by posting a family photo of him and his children carrying guns. The question was asked: could it continue its dominance if it answered to the board of a new owner? “In this latter phenomenon, we all see that there have been many male grooming products entering the market in the past one to two years, thus ensuring that there is now a greater variety of grooming products available to feed the changing needs and increasing demands of the modern 21st century man,” adds Olcer. “I used to work for a multinational company that specialises in female beauty before I moved to Gillette. Having an online presence is important to us to ensure we are connecting with our consumers in the right environments at the right times. The book reviews the UK's strongest consumer brands as judged by an independent judging panel. I don’t remember learning to shave or when I started even having to entertain the thought. You can easily improve your search by After 100 years, Gillette still relies on the same sales principles that King Gillette believed would create brand loyalty. The sales of the e-commerce, industry increase strongly because today more and more people are buying, -> An opportunity for Gillette can be to open new online stores in order to increase. Because Gillette is the first brand that I’ve come across where, during the course of my research, I’ve had a brand researcher excitedly babble about how ‘super’ it is. Among the most notorious crimes in Campbell County recent history is the story of the Trover family. To Olcer, celebrity endorsement is just one of the elements in a marketing campaign, no different to the consideration given to other facets such as TVCs or direct mail. Brand Archetypes are a science developed over hundreds of years based on basic human desires and collective behaviours. Following its purchase by P&G, the company outperformed its closest (and I use that term loosely) competitors, Bic and Wilkinson (which owns Schick Razors) by around 23 percent and 61 percent respectively. How Gillette Advertising can Brand a Product for All Men For this marketing case study we watched hours upon hours of how Gillette advertising brands a product, and we’ve come upon the secret. Absolutely, says Abbott. The Customer-Based Brand Equity Model approaches brand equity from the perspective of the consumer — … The Jester Brand Archetype is the most light-hearted and fun loving of all 12 archetypes. 10Cast’s Dead & Gone in Wyoming Podcast has a brand new episode that spotlights a 1998 case from Gillette. Equally important is the consumer’s experience of the brand promise and product benefit – it is absolutely necessary for the brand that the product delivers on its promise without fail. These evolutions in the brand’s products have been the centre of its successful branding – but, in the end, do consumers really need five razors to shave? Gillette - Brand audit The brand Gillette has been founded by King C Gillette in 1901, a man who created a better and more affordable way for men to get comfort and precision while shaving. “Gillette has marketed its wares to men for over a century pretty successfully, thanks in part to the mix of factors like our deeply rooted understanding of men, sports celebrity endorsements and innovative products that deliver superior performance.”. For a brand to feature the prefix ‘super’, it needs to display a few set characteristics: power, awareness, wealth and influence. “I think our commitment to product innovation and research and development is another hallmark of the Gillette heritage that remains with us today,” says Mike Abbott, marketing director of Gillette for its parent company, Proctor & Gamble. Gillette Brand Management - Free download as Powerpoint Presentation (.ppt / .pptx), PDF File (.pdf), Text File (.txt) or view presentation slides online. News, insight, case studies, reports, tools and the magazine are all designed to give Australia’s professional marketers the advantage in their business and career. For King Gillette, it gave birth to the concept that investing money in the company’s R&D would mean the brand would grow with its consumers. These consumer learnings are combined with scientific insights into how blades interact with skin and hair and are continually translated into new product ideas and working prototypes via advanced engineering and high-precision manufacturing processes,” asserts Abbott. “New product developments are always assessed on whether they provide a better shave than razors currently on the market. Well, they do. The manner with which a male consumer searches for a product, shops for it and makes a decision to purchase it is very different from that of a female consumer.”. The legacy of this, man is the innovation. The hair on your face will grow to a point where a) your parents will complain about it, b) your girlfriend/wife/boyfriend will complain about your sandpaper face, or c) it will become long enough for small children or animals to swing from it, making you wonder why you’ve been cursed with such an affliction. A brand that wants to connect through personality can use the characteristics of the jester to connect by entertaining. When visiting the company’s online properties, it’s clear that every scenario has been covered – extending to online tutorials on head shaving, dealing with oil/acne/tight/sensitive skin, and how to shave a coarse beard. This is especially true of our younger consumers. We are using cookies to give you the best experience on our website. It's fast, easy and free! The female market segment can also be a, real development opportunity with specific needs. Most recently, we launched the global Gillette Champions program, which continued the pioneering element of sports marketing in the brand’s heritage from its early days close to a century back,” explains Olcer. The shaving brand has been accused of being ‘overly woke’ with its “Gillette has remained true to this spirit for the past century and continues to deliver on that promise with ground-breaking razors featuring innovative technologies from the Sensor to the Mach3, Mach3 Turbo and, of course, our latest and best razor ever, the Fusion – currently the bestselling razor in the world. Abbott indicates that part of the reason the Gillette brand has been so enduring is because it stands by its product – everything else is secondary. “When King C Gillette introduced his revolutionary Safety Razor in 1903, he founded a company on the time-honoured credo, ‘There is a better way to shave and we will find it’,” says Olcer, when quizzed about the brand’s heritage. Its ‘new-to-the-world’ blades and razor technologies are the cornerstone of the company’s success over the past century. This is the default dialog which is useful for displaying information. The challenge for marketers such as Olcer has been to break down these misconceptions that prevent men from taking notice of their appearance and, more importantly, their hygiene. As I ponder if Evans has secretly been paid off by the brand to deliver this glowing assessment, he turns his laptop toward me and shows me why. Our R&D team studied the shaving habits of more than 10,000 men to develop Gillette’s Fusion, the world’s first five-bladed razor.”. This statistic presents the brand value of Gillette worldwide from 2016 to 2020. Each and every one of these razor innovations was inspired by ever-changing and evolving consumer needs. A short-term strategy and marketing techniques is, as mentioned earlier, brand! 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