EXCECUTIVE SUMMARY
The Gillette brand has been around for nearly a century. Despite being initially owned by The Gillette Company; it is now held by Proctor and Gamble (P&G). In 2005, the replacement procedure was finished. The product’s main offerings are razors, blades, and additional shaving goods such as shaving after shaving. Proctor and Gamble, on the other hand, manufactures alkaline batteries, dental care products, and toiletries. In the past, Gillette controlled the shaving product industry. New entrants, on the other hand, have boosted competition, particularly in internet commerce. These new firms have undertaken extensive marketing efforts and tactics in an attempt to steal Gillette’s market share. As a result, it is critical for a firm to devise an effective strategy to not only preserve its market leadership, but also to extend its client base. This market plan assesses the current market landscape and proposes strategies for coping with rising competition from new market entrants such as Dollar Shave Club, Harry’s, and King of Shaves, among others. The goal is to maintain excellent product quality and innovation while increasing consumer satisfaction.
INTRODUCTION
Gillette’s marketing machine is a multi-headed monster. The goods available range from razors to body cleansers and everything in between. With such a varied product line, one might assume it would be impossible to maintain marketing focus on how to effectively promote the product– yet Gillette accomplished exactly that, and very successfully. Every morning, Gillette develops a Pavlovian response by producing advertisements that depict strong, beautiful, and confident men. Simple planning becomes a sense of accomplishment. Extraordinary advertising is more than simply product promotion; it is about piquing a customer’s attention.
Until 2010, Gillette India had a policy of promoting razors with the lowest end-of-line cost manufactured in the United States. Indian payers, on the other hand, who could not afford Gillette’s high prices, resorted to outdated but commonly utilized cutting-edge items.
Gillette has been offered a tremendous potential to grow by an estimated 400 million clients who are unsatisfied with the corporate sector’s present offers.
ABOUT THE COMPANY
Gillette is a renowned company based in the U.S. The firm manufactures and sell safety razors and other personal care products (men’s grooming products, Oral care products, batteries and writing instruments). The company was founded in 1901 by King C. Gillette (Gillette, 2021). Currently, the company is owned by Procter & Gamble (P&G) (Forbes, 2020). They operate in over 200 countries with manufacturing facilities in 56 countries.
Gillette is a manufacturer of safety razors and other personal care products, including shaving tools, that is owned by the multinational corporation Procter & Gamble (P&G). It belonged to The HGillette Firm, a provider of subsidiary goods based in Boston, Massachusetts, until the company merged with P&G in 2005. King C. Gillette launched the Gillette Company in 1901 as a maker of safety nets. From 1975 through 1991, the firm was pursued by Ronald Perelman and Coniston Partners in a succession of takeover efforts led by Colman M. Mockler Jr. as CEO.
Procter & Gamble announced merger plans with Gillette Company in January 2005.
The Gillette Company’s assets are integrated in the P&G business called internally as “Global Gillette.” Global Gillette was dissolved in July 2007 and replaced the other two major components of Procter & Gamble, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette goods and products are classified into two categories. The Gillette R&D Center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (previously known as the “Gillette World Shaving Headquarters”) are still in use under the Procter & Gamble brand name Gillette. P&G also maintains Gillette Braun and Oral-B, among other brands.
Value addition in existing products
Taking expert advice and extremely high level of professionalism
Many accounting firms, marketing companies, and even medical professionals are paid a huge amount of money for advice they give. Gillette can take advice from renowned styling experts, personal care experts and grooming experts to enhance the value of their current products. Their higher level of knowledge and sophistication will assist the company in enhancing the products.
PACKAGING
The packaging serves as a means of product preservation, protection, transportation, handling, and storage. Other uses of packaging, such as advertising, attracting customers’ attention, and brand communication, are becoming increasingly well-known. As a consequence, the company’s current focus should be on providing a customer with packaging that satisfies both marketing goals and handling and transportation requirements.
DEDICATED PERSONNEL
Gillette can assign dedicated personnel to assist their customer in selecting products. This will add value in customer service and hence buyers will able to get the best product as per their requirement. Alternatively, the company may develop AI assistance to provide customized service to each of their customers. This will enhance customer loyalty while adding value to the product (Prentice & Nguyen, 2020).
SPEEDY LAUNCHES OF NEW PRODUCTS
Gillette can adopt serial innovator technique to launch their product with much speed. Serial innovators are frequently required for the rapid development and introduction of new goods, notably for radical developments by numerous inventive companies such as P&G. Serial innovators are high- to mid-level technical personnel who have their own unique product development process (Yoon, 2020). They can contribute to a revolutionary invention by identifying client issues, discovering technological solutions, and designing products while validating customer acceptability and commercial potential. Serial innovators may help with Speed-to-Market by being involved in the whole product ideation, design, and development process for ease of manufacturing, distinctiveness, satisfying consumer wants, and supporting company identity. Gillette may create a dedicated serial innovator team who identify the requirements of the customers and develop new products accordingly. Gillette, the world’s most trusted razor maker, officially presented five new razors in its extensive line during an event aimed to highlight the year’s greatest and most stunning facial hair styles, as well as the instruments required to accomplish the appearance. The most recent list of product additions includes new demands and improved features at all price ranges, as well as discarded and replaceable blade alternatives. Grooming styles will be highlighted during the event and incorporated in this ‘Look Book,’ not only for each man’s style preferences, but also for a variety of other variables that distinguish all men, such as skin, hair type, body features, lifestyle, and budget. The range of equipment and procedures needed to produce the appearance reflects Gillette’s distinct philosophy that “One Size” does not fit all, particularly when it comes to shaving. Gillette has merged five pairs of identical twins to produce a model of facial hair styles featured in this. Adam Gallagher, a prominent men’s style advocate, cites each man’s employment and lifestyle, skin issues, trendy looks, and budget making style – since even though men are genetically identical, they still have diverse grooming demands. Gallagher has been joined by actor Justin Hartley, who is well aware of the distinction between “repetition” and “repetition” for his award-winning performance as Kevin Pearson in This Is Us(Taylor, 2020).
DISTRIBUTION NETWORK
All vital cost drivers and service are taken into consideration while forming distribution networks. Buyer location is among the most important factor for supply chain and distribution modelling. In order to develop a robust distribution network, Gillette must know where their customers are located. The distribution network should be developed at a low price which does not have a substantial impact on the product’s cost for the end buyer. The buyer’s location allows for transportation preparation.
Other important element is the frequency and number of orders. It is essential for Gillette to comprehend how often customers buy a product and the quantity of purchases associated with that product. It assists with management of inventory and distribution. The transportation charges and the type of channel required are other important elements to determined when creating a distribution strategy. The appropriate type of transportation and the expenditures associated with the transportation modes and vehicles needed can be known by analyzing the location of customers and order frequency.
Warehousing is also a crucial element of an effective distribution network. To assure that the correct selection is made to best fulfil the distribution requirements and attain total customer happiness, Gillette must evaluate the most suitable warehouse size, locations, prices, and convenience of access.
DISPLAY AND MERCHANDISING
The skill of exhibiting items is known as visual merchandising. It is one of the more contemporary methods that organized businesses employ. Consumers and customers may now make purchases through a variety of channels, including visiting a store, purchasing online via the internet, shopping on their mobile devices, and browsing catalogues (Angadi & Jain, 2020). Visual merchandising is an important part of any strategy, regardless of the medium. Visual merchandising is a component of a retailer’s persuasion strategy. The two types of visual merchandising approaches are internal display and outside display. The consumer is guided and persuaded to buy through the interior presentation. Retail layout, store design, display area, signage, item display, and so on are all components of interior display. Gillette could use their theme colors to highlight their stores and products. This will create a specific brand image in the minds of the consumers. The visual dimensions of color, brightness, size, and form may be used to describe the many components of visual merchandising. These client consideration variables will be influenced by an efficient visual merchandising method. Bill boards, huge model of razors, and small merchandise such as trial packs can be used for merchandizing(Procter & Gamble Acquires Gillette,2018).
ADVERTISING AND PROMOTION
It was found in research performed by Scheibling & Lafrance (2019) that advertisement that promotes bodywork suggest the viewers that they are in charge of managing their body. Such advertisement tells men that they need to be groomed and presented in a tidy manner. This will enhance their well-being and standard of style. Gillette can also use masculinized advertisement strategy to promote their products. Renowned stylist and grooming experts can be included in the promotional activities. Apart from it, Gillette should be endorsing social causes to maintain its market reputation as a sustainable company.
Internet-based promotions and advertising will be used. Gillette has had successful ads on numerous platforms, including celebrity endorsements, sports advertising, and television markets.
Online advertising that includes social media ads and promotions, Search Engine Optimization (SEO), and other paid advertisements. This will be consistent with the company’s previous advertising efforts and will encourage internet usage even in less developed countries such as Africa. As many talks now take place on social media, online forums might help peer marketing. It will be simple to begin these discussions. Social methods will also be employed when necessary to rapidly and effectively fight unfavourable attitudes about the product. It is critical to maintain a positive market reputation in order to support product development (Team, 2018). If necessary, this may involve established and successful performance and social media businesses.
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