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Gillette case study 1 Marketing Case Study Gillette case study 1 Marketing Case Study Gillette case study 1 Marketing Case Study Gillette case study 1 Marketing Case Study Gillette case study 1 Marketing Case Study Gillette case study 1 Marketing Case Study Gillette case study 1 Marketing Case Study
Stacey Cook Ryan Dresher Pam McEwen Ashley Moss Allan Murdock Introduction/Background Marketing Management Profile Competitive Profile Environmental Opportunities and Threats Profile (ETOP) Marketing Capabilities Profile Proposed Marketing Strategies Conclusion Domain ◦ Personal grooming ◦ Consumer portable power ◦ Stationary ◦ Small electrical appliances History ◦ 1800’s and 1900’s Straight Razors Barbers ◦ 1901 and after King Camp Gillette invented safety razor 1962 Wilkinson Sword invents stainless steel blade Vision Statement ◦ The vision of the Gillette Company involves building total brand value by means of innovation in an effort to deliver consumer value and leadership faster and better than the competition. Gillette’s vision is supported by two fundamental principles that provide the foundation of all company activities: organizational excellence and core values. Attainment of this vision requires superior and continual improvement performance in every area and at every level of the organization. Gillette’s performance is guided by a clear and concise strategic statement for each business unit and by an ongoing quest for excellence within all operational and staff functions. This quest for excellence requires hiring, developing and retaining a diverse workforce of the highest caliber. To support this quest, each function employs metrics to define and implement processes to achieve world-class status. Marketing Management Profile Marketing Management Profile Mission Statement ◦ The Gillette Company is a globally focused consumer products company that seeks competitive advantage in quality, value-added personal care and personal use products. We compete in four large, worldwide businesses: personal grooming products, consumer portable power products, stationery products and small electrical appliances. ◦ As a company, we share skills and resources among business units to optimize performance. We are committed to a plan of sustained sales and profit growth that recognizes and balances both short- and long- term objectives. ◦ Our mission is to achieve or enhance clear leadership, worldwide, in the existing or new core consumer product categories in which we choose to compete Marketing Management Profile Marketing Management Profile Value Statement ◦ Achievement: We are dedicated to the highest standards of achievement in all areas of our business. We strive to consistently exceed the expectations of both external and internal customers. Integrity: Mutual respect and ethical behavior are the basis for our relationships with colleagues, customers and the community. Fair practice is the hallmark of the Company. Collaboration: We work closely together as one global team to improve the way we do business every day. We communicate openly and establish clear accountability for making decisions, identifying issues and solutions, and maximizing business opportunities Marketing Management Profile Marketing Management Profile Rank ◦ According to Proctor & Gamble, Gillette currently holds 71% of the global market Weapons ◦ Innovative products Mach 3 Mach 3 Turbo Fusion Fusion Power ◦ Celebrity Spokespeople Tiger Woods Roger Federer Thierry Henry Competitive Structure ◦ Purely Competitive Competitive Forces ◦ Opportunity Gillette is now under the ownership and guidance of Proctor & Gamble ◦ Threat Saturation of the US market, Gillette must determine how to use its resources to capture more consumers by means of product-line extensions or marketing campaigns Economic Forces ◦ Opportunities During the economy woes of 2008, Gillette launched an advertising campaign that reminded consumers of the value possessed by Gillette’s products ◦ Threats Despite Gillette’s campaign, consumers used different brands due to their lower prices Political Forces ◦ Opportunity Gillette could take advantage of the US election coming up by supporting one of the candidates ◦ Threat Gillette could lose some of its market share if its supports a candidate that a consumer does not like [...]... as they begin to realize that there is not much difference between Gillette s product and the competition Target Market #1 ◦ Men over 15 YRO, women over 13 YRO in US ◦ Strength - Millions of both men and women shave ◦ Weakness- Gillette needs to maintain and research current information Target Market #2 ◦ Sports Fans ◦ Strengths- Gillette has been able to reach a worldwide audience ◦ Weakness- Cheaper... Legal and Regulatory Forces ◦ Opportunity Gillette has the opportunity to continue global expansion by entering into previously untapped markets ◦ Threat Laws and regulations may prevent Gillette from entering these markets as it may be an offense in some countries to shave or use body products due to consumer culture Technological Forces ◦ Opportunity Gillette could use technology, the internet,... competition Distribution ◦ Strength- Products distributed globally ◦ Weakness- Competition is also available globally Promotion ◦ Strength- Gillette holds 71% of the industry’s market share with a global market ◦ Weakness- US sales have decreased Alternative 1; Upcoming Trends ◦ Pros What does society have to offer ? Market to the strengths of the population Be consumer friendly ◦ Cons Keep... available Target Market #3 ◦ Men and Women residing in countries outside of the United States ◦ Strengths- Technology does have an impact ◦ Weakness- Gillette must take in account religious and socio cultural impacts Marketing Mix Product ◦ Strengths- Gillette has been able to expand its product portfolio ◦ Weakness- Market has reached Maturity Price ◦ Strength- Brand name ◦ Weakness- Products cost... needs ◦ Modern Customers are educated Customers want to tell company’s what they need Customers have innovative ideas ◦ Result Utilizing Internet will build brand and get customers interested in Gillette Giving large prizes gives socially friendly perception Large market will provide large sample for accurate data Program Management ◦ Development Must be completed by Senior Marketing Manager . Forces ◦ Opportunities During the economy woes of 2008, Gillette launched an advertising campaign that reminded consumers of the value possessed by Gillette s products ◦ Threats Despite Gillette s campaign, consumers. difference between Gillette s product and the competition Target Market #1 ◦ Men over 15 YRO, women over 13 YRO in US ◦ Strength - Millions of both men and women shave ◦ Weakness- Gillette needs. Razors Barbers ◦ 1901 and after King Camp Gillette invented safety razor 1962 Wilkinson Sword invents stainless steel blade Vision Statement ◦ The vision of the Gillette Company involves building