FINAL REPORT GILLETTE CASE
After the gaining the control of ‘disposable razors’ from French firm BIG by differentiating the razor concept into a better quality, high satisfaction long last product, the razor market was in the hands of innovative and unique strategy outcome: “Sensor. ” The success of the Sensor created another strategy of tying Sensor closely with the 14 men toiletries; “Gillette Series”. R&D investments, test trials, operational arrangements had cost millions.
The main problems were; a) not to have a Strong position in the consumers’ mind as Gillette Series whereas Sensor has name recognition and popularity b) tying Sensor to Gillette Series could not be associated in the same brand personality and position due to different brand name usage. In this case study, it will be clarified how the Gillette Series being positioned in variety of aspects, can its Sensor been used within the best brand equity purposes or not and what could be the possible strategies for Gillette to its major problems.
Gillette Series Positioning The firm Gillette has gained the competitive advantage of its Sensor razor by improving its technology within three attributes; closeness-comfort& safety ND became innovative and unique in its competitive industry. High quality, aims to be better and gives the message of ‘Looking good, feeling good’ not only for the razor component but also to create the focus ‘The best a man GE image on customers’ mind.
Strong positioning by Gillette Sensor can be leveraged also by the Gillette Series by implementing the idea of differentiate itself from the competitors and relate it to constantly innovative developments by referring to Sensor’s closer shave competency. Also using the same pattern of image on packaging silver& blue, has black lines match he sides of the Sensor handle which creates a certain amount of customer awareness and product image by connectivity of both lines. ‘Cool Wave’, the general fragrance for the 14 toiletries also contributes attributes.
The Emerald’s cross consumer values, needs and purchases chart shows each step that the customer values to be perceived and delivered by the ‘Gillette series’. Toilette’s target market is not only price sensitive but also concerns about availability in stores, product attributes; fragrance, antiseptic usage, additional features such as color or content, safety, comfort. Gillette Series lain that with a slightly higher price, customers purchase a product that takes an absolute care of buyers’ skin.
Executive men, who are in the age group between 35-50 are traditionalist who concerns Of the quality and the outcomes of the product. Their preferences of brands are the strong and complete ones which are being stable in the market for a long time. And younger generation age group between 16-35 who are willing to experiment new and more concern of their outlook than the effects of the products. Style and social environment feedbacks are important; therefore their preference: re highly advertised and popular products. The Best a man can get’ theme creates the image of gaining a high quality for innovative Gillette Series.
The company offers high quality in the market with a high price hoping that the prudent buyer with middle or high incomes after using their products could understand it and be willing to pay more for better quality. Gillette is a worldwide leader in blades and has proven reputation of better quality also i its Series. The development, production and testing stages of the product line are long development processes take time, labor skill and money, so their ricers are formed relating to these extreme quality practices and measured on perceived value price activities.
The better the quality terms and approve( the best-performing brands, the higher the price can be justified. Gillette ha three main competitors in the market, P&G, Colgate and Milliner. P&G has acquired Old Spice and Nonzero. Its product line is very wide, especially in shaving category and it makes the brand much stronger and makes good perception on consumers. The strategy for Colgate-Palmolive is to remain at the peak for its Palmolive Shaving Gel and Foam in the personal care market Prices offered by the competitors are average compare to the Gillette Series’ perceived value pricing strategy.
Gillette Series consists of 14 different products to compete against the rest. Gillette considers producing addition products such as shampoos and hair sprays; if Gillette Series gain a great success on the market The Company has an advantage among others to attract the customers with different alternatives; lotions, gels, deodorant sticks etc. It IS a proven case that if a customer who buys a certain product is being satisfied, it generates a value and trust among the brand and consume goes not hesitate to buy a different product within the same brand.
The company to indicate this connection between Gillette Series ‘ Way to make a fresh start’ idea with men’s daily routines will be effective on the buying decision process and buyers to consider ‘The Series’ as an alternative related to Sensor. Best use of Brand Equity of Sensor Brand equity is the power of the brand that a customer set its differential brand knowledge within their minds and hearts. Brand building is a process of combining the past and the future implementations together. Gillette has the best use of brand equity of Sensor.
How did Gillette achieve the Sensor success? Gillette Sensor razor has achieved its goal by experiencing and made consumers’ experience, trust, feel their innovative and high technology Sensor with its performances of three attributes; closeness, safety and comfort. Gillette has built its success with complete attitude and constant prestigious campaigns to increase the category usage and gain higher expectation results. The firm completely redesigned the needs of the industry and segments from disposable razors into a new brand image where the salience for Sensor started.
The design differences were visible and nonusers were immediately gaining the closer shave feeling. Right combination of user profiles and brand personality of Gillette in reliability, success, sincerity and excitement values has created the excellent brand imagery. Brand performance by obtaining differential features, high quality aspects and high satisfaction of consumers in accessibility by using strong distribution systems has created brand superiority by its uniqueness, trustworthiness and likeability terms. Hence, brand judgments generated the path of; to gain extreme quality, justify premium price.
Brand feelings were Lully satisfied of enjoyment, security of the closeness, self-respect, and by receiving high social approvals. Consumers generated an attitudinal attachment and active engagement where the repeat purchases and community sense of affiliation completed in the brand resonance step. Sensor became the market leader in razors and blades and the best choice of men with the satisfaction of their purely clean and soft skin results. ‘The best a man can get’ slogan was fulfilled within the customer-based brand equity pyramid.
Marketing Mix Implementations on Proposal Strategies for Gillette Series Marketing Mix is the essential UP elements of Product, Price, Place and Promotion which creates the effective brand associations and customer perception to generate a long last brand loyalty among two-sides. Gillette has become a brand aware product with its Sensor Razor and gaining customer relationship retention also significant to obtain the market leader position. The strategies that will be suggested further on will all have a strong relation within ups.
Strong Positioning for Toiletries: Differentiation the Product by Gaining Behavioral Segmentation and CUSTOMIZATION Strong brand signposting of Sensor has been used to generate a bridge through Gillette Series. The variety of customer values differentiates its positions into a customization process by segmenting both for executive men’s and young generation. Gillette Series has a wide variation of toiletries which can be used to go beyond the standardization limits by producing variety Of specific fragrances and packaging designs.
All products have common silver and blue packages, black lines on the packages match sensor razor handle. However, consumers would like to gain a special treatment within high quality and giggly perceived values in order to pay the high price. By dividing buyers into groups of their attitudes, price sensitivity scales, fragrance preferences, lifestyles, loyalties and their responses overall the brand resonance terms the company will gain more awareness and their high price goals would not be SC critical.
Young – executive men decision variances Cool- attractive- strong fragrance choices Combining adjunct toiletry items such as shaving gel- after shave gel- deodorant according to consumers’ personnel conformity The company alls will be gained ideal analysis of which products are highly preferred and nominative in the market, what are their marketing weaknesses, how to implement the right strategy within its target groups.
EXCELLENT BRAND AWARENESS: Leveraging Value Pricing into Perceived Value Pricing on ‘Consumers Minds’ not the vice versa Gillette consumers are highly price sensitive and want to gain better quality with an average price or sometimes low. Although, brand loyalty and implementing the right strategy of better shave would be enough to justify premium price for Sensor to Gillette Series as well, customers perceived the high value from the expected product. Toilette’s image of trustworthiness, popularity and self-esteem should not be repositioned into value pricing strategy.
The toiletry industry is highly competitive and the competitors will create value-based products, Toilette’s aim should still be becoming the market leader by controlling the destiny of the product line by differentiating its whole strategy from the rest. The firm can combine price sensitivity with customization terms by implementing various specialty offers and coupons to strong behavioral loyalty and attitudinal attachment. Sensor sold $2. 69 each items, and Gillette has Geiger competitive advantage with Sensor, the idea of ‘If it is Gillette, no matter what the price is in any items it will be highly valued and treat you like a real man.
It can promote customized items in a combined sense of attractiveness without altering the change of perceived value pricing. Effective Pull Strategy Implementation A pull strategy is used to implement a top message into customer’s mind to create the brand salience and gain the best position on the market by brand equity. It often creates the emotional attachment and creates brand loyalty customers. This passive strategy generates a long-term stability in consumer cession processes. Word of mouth and Media Coverage are going to be the main attract customer tactics.
Highly known, prestige-gained celebrities and male role models such as David Beckman etc. Who are affectionate on the toiletry markets and power to make the consumers admire and have impact on consumer decisions into the ‘Gillette Series’. TV commercials, broadcast advertising; jumping off the limits to widen globally, online and public relations, buzz marketing will simply creates the image of’ The Best a man can get’. Considering the power of women will also be effective. Women costly are recalled as The dominant and The Influencer on men’s decisions.
By also implementing the idea of ‘Gillette Series’ and Sensor as a perfect gift to your father, boyfriend, friend, husband, son etc. For special days, the value of the product increases in a incremental amount due to the never stop loyal shoppers are women. The better the channel relationship, the higher the customer retention activities The threat of using distribution channels is having a buyers bargaining power. This power is simply the ability to have a certain impact on the product prices. By Gillette Series clarifying its certain position by ‘High
Quality, High price’ and giving the clear message of we are going to be the market leader in toiletry industries will not affect with the supportive Hybrid Strategy. Using Hybrid marketing channel network, Gillette can set up more than one marketing channel in order to reach multiple segments. Communication through virtual malls, direct-response website, links, affiliate( Internet sites and having the control of channels and assurance the customers’ privacy data creates positive customer retention with the satisfied accessible product lines, customer services, estimated purchase of time aspects which is gained from the distribution channels.
