Gillette case study 1

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 CookRyan DresherPam McEwenAshley MossAllan Murdock

 Marketing Capabilities Profile

 Proposed Marketing Strategies

 Conclusion

 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

 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

 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

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

 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

offense in some countries to shave or use body products due to consumer culture

Technological Forces

◦ Opportunity

 Gillette could use technology, the internet, to

obtain suggestions from consumers to determine how the company can advance

◦ Threat

 Due to the fact that the company has reached its level of maturity, seeking advice from consumers may result in a loss of resources

 Socio-cultural Forces

◦ Opportunity

 Women in different areas of the world are

beginning to shave as Americans do

◦ Threat

as they begin to realize that there is not much difference between Gillette’s product and the competition

Target Market #1

research current information

Target Market #3

outside of the United States

religious and socio cultural impacts

than the competition

 Distribution

market share with a global market

 Alternative 1; Upcoming Trends

◦ Pros

 What does society have to offer ?

 Market to the strengths of the population

 Be consumer friendly

◦ Cons

 Keep up with the movement of society

 Know the risks of what is the movement

 Know costs

Alternative 2; Continued Innovation

◦ Pros

 Marketing

 Update razor functions

 Keep quality up to date

◦ Cons

 Costs

 Raw materials

 R & D costs

 Alternative 3; Listen to customer

◦ Pros

 Make people share ideas

 Give them a chance to win prizes

◦ Cons

 Cost

Alternative 4; Expand Globally

◦ Pros

 Use resources

 Penetrate untapped markets

 Result in greater market share

 Greater promotion of brand

◦ Cons

 U.S market will continue to plummet

 Need to keep focus of the consumers of the U.S

 What alternative was selected?

◦ Vision

 Build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than our competition

 Seek competitive advantage in quality,

value-added personal care and personal use products

 Consistently exceed the expectations of our

internal and external customers

◦ Voice of customer

 Must understand and focus on what they need

◦ Primitive

 Focus on innovation

 Give the customer what the company thinks he 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

The Marketing Concept

◦ Development

 Utilizing ideas by subordinate managers and

employees

 Must approve, support and drive

 Must change culture of company

Program Management