Gillette Power Fusion Phenom: Analysis of the marketing strategy

Résumé du document

In the initial days, if one dates back to the history of the safety razor, it is to be noted that it was not until 1901, that the American Safety Razor was founded by King C. Gillette. However, since 1971 the brand is owned by the international group of Procter & Gamble. Currently the internationally well known and targeted ?Gillette' has been developing and creating a position for its self since a considerable time. The truth still states that the evolution began with a simple razor for men. Then, the brand innovated shaving and beauty products and finally it diversified into womens' grooming products. Currently, Gillette is the world leader in the mens' grooming product category and in some womens' grooming products. Besides this split in the diversification of product or a product mix, a notable factor is that more than half of the profits of Gillette are derived from shaving equipments. However, Gillette has attained a significant position in the top spot market at the worldwide level. This position is predominant especially in the alkaline batteries (Duracell), writing instruments (Paper Mate, Parker, and Waterman brands), correction products (Liquid Paper), other oral care products and toothbrushes (Oral-B) and so on. Nowadays, Gillette as a company is spread across 27 countries, and its products are sold in more than 200 countries, with more than 60 percent outside the United States. In this study, we will reflect on a product launched in 2008 by Gillette. The product is a razor known as ?Gillette Power Fusion Phenom.'

Extraits

[...] Objectives and realizations According the previsions of the company and the characteristics of the studied product, six objectives can be noticed: - Reach a double digit growth in term of beauty/Grooming by providing new benefits. - Stake on the innovation at all costs to be attractive for men. Indeed, sustainable innovation like Gillette Fusion Power Phenom is a kind of innovation which is done on a same product each 12-18 months. For instance, Gillette's range exists since 1971. Nowadays, Gillette has built the leading man's grooming business in the world. [...]

[...] Since 2007, Gillette Fusion became a billion-dollar brand for Procter&Gamble. - Gillette wanted to be attractive and he is the leader on the grooming man market. - According to The Business Week in 2008, Gillette is part of the most innovative brand in the world. - Finally, growth goals were achieve in 2008. Indeed, the 17% growth of P&G in 2008 was partly boosted by Gillette razors sales. So Procter&Gamble Strategy about Gillette entity is undoubtedly profitable and rewarded. Definition of the target group and the best positioning for our marketing strategy The Gillette Fusion Phenom aims to target the consumer segment of the market through the retail industry. [...]

[...] Gillette Power Fusion Phenom: Analysis of the marketing strategy About Gillette Power Fusion Phenom First, in 1901, the American Safety Razor is founded by King C. Gillette. But since 1971, the brand owns to the international group Procter&Gamble. Nowadays internationally known, Gillette is developing since this time. In fact, everything started with a simple razor for men. Then, the brand innovated with shaving or beauty products and finally with women's grooming products. Currently, Gillette is the world leader in the men's grooming product category and in some women's grooming products. [...]

[...] It is about the population of more than 35 years old and which a follower of the technologies is. - The disposable safety razors. They have for target the younger populations between 20 and 35 years. - Safety razors with exchangeable blades. They have the same target as the disposable segment of razors but play their differentiation on a better quality of the product and the «technological options «which are not proposed on the disposable (vibration for example). The current tendency is to see the segments of safety razors with blades exchangeable getting closer to the segment of electric razors with innovations as the razors Gillette Fusion and conversely with appearance of useful electric razor under the shower with a frost(gel). [...]

[...] At present the razor Wilkinson Quattro (the most direct competitor it seems to me represent on behalf of market) so Phenom could take him 1 or and then razors fusion and mach 3 to power go to see a part of their consumer turn to the Phenom. - This razor is going to replace electric razors because its cost seems weaker (if blades to be changed aren't taken into account). To sum up, objectives are expressed in term of growth, market share, innovation, and customer loyalty. If realizations are been interested in, few differences are observed. - Double digit growth: there was a growth in Grooming net sales in 2008 and in net earnings. Then, Gillette contributes to 46% of these earnings. [...]