ASSIGNMENT

QUESTIONS:

1. How is the Gillette Series being positioned with respect to (a) competitors, (b) the target market,
(c) the product class, (d) price and quality? What other positioning possibilities are there?
2. Is Gillette making the best use of the brand equity that has been created with Sensor?
3. What strategies do you propose to Gillette? Address the entire marketing mix.

ANSWERS:

Q1)
a) The Gillette series is positioned as premium to the competition.

(b) Use the slogan “The Best a Man Can Get” appeals to the target market not because it is the
most price effective but because of the value that is added to products by building on the popularity
of sensor.

(c) The Gillette series is positioned as differentiated due to functional attributes through innovation
to the product class.

(d) These products are priced at a premium at an index of 10 - 20 percent higher than competition.
Many other positioning possibilities are available for Gillette. This brand can position the myriad
of products it has separately or treat itself as a master Brand.

The positioning should be the same as the other series of men’s grooming products if Gillette
positions itself as one Brand. However, if it breaks the brand into classes, then there will be a
shaving line, a deodorant line and an after shave line.

Q2)

Sensor has been a huge success for Gillette. It makes sense to use the energy of that to tie into
the other products offered. The tagline of “The Best Man Can Get”, is a solid platform for this
brand. Since the equity was established for the slogan used and not just Sensor, Gillette is making
good use of the equity, since the Sensor is viewed as a product from Gillette, and one that works
very well according to consumer response.Questions:3.What strategies do you purpose to Gillette?
Address the entire marketing mix.

Q3)

Product in the marketing mix of Gillette:

Gillette deals exclusively in grooming product and a wide range of toiletries product that are
technologically advanced and hence premium. The company has always taken pride in its
products and sells a deep product line which includes body wash to razors. In 2006 it
revolutionized the market with the introduction of ‘Fusion 5 bladed razor’and still continues to be
the top selling product till date. Each product belongs to different categories or groups.

Under its Razor group, the main products are:

Gillette Fusion Pro Glide Shaving Razor

Gillette Mach 3 Sensitive Shaving Razor: This newly designed razor reduces the pressure of the
blade and gives a smooth and fresh look.

Gillette Mach 3 Turbo Sensitive Shaving Razor

Gillette Fusion Power Razor

Fusion Gamer Razor

Gillette Fusion Manual Razor

Under its Shave Gel and Foam Categories the products are

Fusion Hydra Gel

Series Foam

Series Gel

Foamy

Price in the marketing mix of Gillette

The pricing strategy of Gillette is clearly premium pricing. However, the quality of its products is
accordingly very high as well. Products like Gillette mach 3 and now Gillette mach 5 have taken
the world by storm. The price level of Gillette shaving foam and gel is much more than its
competitors but still Gillette has been able to maintain its customer’s loyalty by its worth as well
as marketing policies. Consumers are not afraid to pay the extra money in order to associate
themselves with such an irreplaceable brand.

Place in the marketing mix of Gillette

An estimated six hundred million people have placed their trust in Gillette products that are easily
available in almost all the continents across the globe. Central America, South America, North
America, Asia, Western Europe, Africa, Eastern Europe and Oceania all have dealers and
distributors of this world famous brand.Gillette has extended its network to nearly 140 countries
like Sri Lanka, Nepal and Bangladesh. It has opened its own manufacturing plants in almost all
the major countries like India, China, UK and USA.Its distribution network is highly organized and
robust with operations running successfully everywhere. A franchise distributor in every city who
has his personal employees manages this system. Direct Supply to the retailers is encouraged
without any wholesalers.
Promotions in the marketing mix of Gillette

Gillette spends billions of dollars on its advertising policies. In order to market their products they
have used an emotional marketing strategy. The advertisements are smooth and cool giving an
unstoppable feeling. A brand identity has been created with marketing and sales in mind. The
company has used unique and diverse tactics to maintain their customer base as well as to rope
in new consumers.

By looking at the ads, one can see the confidence and the unbeatable feeling on the model’s face
and this transforms the mindset of the buyer. The marketing focus is on the emotion rather than
the product itself. The customers want to cash in this passion by buying Gillette products. The
ads have turned a basic act of shaving into a grooming ritual evoking a strong response amongst
the viewers.

For international market, famous personalities have been roped in as the brand ambassadors.
‘Roger Federer’- an iconic tennis player, ‘Tiger Woods’ – the master champion of Golf, ‘David
Beckham’ – the world famous footballer and Thierry Henry have acted in Gillette ads. Some of
the other persons to act in Gillette ads are ‘Shoaib Malik’ – the Pakistani cricketer, ‘Michael Clarke’
– the Australian cricketer, Derek Jeter and Park Ji- Sung. In India Rahul Dravid, the famous
cricketer and Irfan Khan, the famous actor, have acted in ads for Gillette products.

In order to increase its sales Gillette has single handedly implemented revolutionary ideas with
military precision and patience. It has sponsored famous sports personalities as well as games
like football to upgrade its image. Gillette has targeted its promotional policies on the current
ambassador of the company. Gillette products are advertised in the print media like newspaper
and magazines and in the visual media like internet and television. All the detailed information
about each product is available with a single click of the mouse on the internet. This has helped
to attract buyers on a large scale.