Gillette knows the men

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Gillette knows the men. Not only does the company understand what men want for their grooming needs; He understands how to market to men in different countries, cultures and languages ​​around the world. Today, Gillette is the dominant leader in the shaving glass industry with a 70 percent global market share and annual sales of $8 billion. More than 800 million men use Gillette products, contributing to a brand value of $22.9 billion. Gillette’s mass appeal stems from many factors, including high-quality innovation, extensive customer research, and successful public engagement.

High-quality innovation:

Since 1901, King C.S. Gillette have gone through many inventions, Gillette has experienced many product improvements. These included the Trac II, the first two-spoke helmet remover in 1971, the rotating-head harness called Atra in 1977, and the first two-spoke spring-mounted harness 1989 called Sensor, developed by Gillette in 1998 … The first three-bladed system, Mach3, which became a billion-dollar brand when it was launched with the six-bladed Fusion market in 2006 alone, described it as “the best on the planet.” Today, Fusion accounts for about 45 percent of the men’s harness sales in the United States.

Mass marketing campaigns:

Although Gillette introduced high quality products, the company’s impressive marketing skills and mass marketing campaigns helped it achieve international success. Traditionally, it uses a single global marketing message rather than individual targeted messages for each country or region. This message is supported by many forms of advertising support, including sports sponsorships, television campaigns, in-store promotions, print ads, Internet advertising, and direct marketing Perhaps the most important element each with sports marketing.

Sports marketing:

Gillette ads have featured baseball heroes like Hank Aaron, Mickey Mantle and Honus Wagner since 1910, and sponsorship of Major League Baseball since 1939.Gillette was a sports marketing pioneer who paved the way for modern sports sponsorship and endorsement, explains Tim Brosnan, EVP of Major League Baseball. Gillette has also had a close relationship with football. The company has sponsored the Orange Cup, Sugar Cup, Cotton Cup and Rose Cup. Today, it costs $7 million a year to support Gillette Stadium, home of the New England Patriots, and is a corporate sponsor of the NFL. Gillette has also sponsored the sport of boxing, NCAA basketball, NCAA soccer, NASCAR, the PGA Tour, the Champions Tour, the LPGA Tour and the National Hockey League. Internationally, the company has sponsored events such as the FIFA World Cup, the UK Tri-Nations Rugby Championship, the Gillette Cup in cricket and the Formula One race Greg Via, global sports marketing director explains, “We have an 18-month cycle that starts with brand strategy. We do a lot of things around the world and seek to leverage our key partnerships on a comprehensive basis. That takes a lot of planning and work. We are not a company to work with one trade and one SKU.

Worldwide Sponsorships:

Gillette tapped into partnerships with TV, digital, social media and in-store promotions.” The company often includes creativity in its sponsorships as well. For example, the NHL turned Zambonis into giant fusion razors to give the impression that a Gillette razor had just shaved perfect ice. Gillette also works with individual players to spread its marketing message and promote the brand’s image. In 2004, it hired soccer star David Beckham to take part in advertising campaigns around the world. In 2007, the Gillette Champions program was launched, highlighting the athletic achievements of Roger Federer, Thierry Henry and Tiger Woods. This includes baseball superstar Derek Jeter, soccer superstar Park Ji-sung, motorcycle champion Kenan Sofuoglu, cricketer Rahul Dravid and NFL players.

Sports marketing:

While sports marketing is central to Gillette’s marketing strategy, the brand aims to reach every man so it also associates with musical acts, video games and movies in a James Bond movie Goldfinger the Gillette knife is a household appliance Gillette has advertised over the years through consumers the Co has resonated well and left behind some of the most well known taglines in advertising history with two of the most famous being “Look Sharp, Feel Sharp” and now “The Best A Man Can Get”. When Procter & Gamble acquired Gillette in 2005 for $57 billion (5 times the sales record), its goal was profit more than sales and profit. P&G, a woman’s marketing specialist, wanted to know about men’s salespeople around the world, and Gillette had no one at the top. Today, cash stripping and grooming accounts for 9 percent of P&G’s total revenue, and axes are one of its most profitable businesses, with an operating profit margin of 31 percent.

When brand ambassadors face controversy!

When brand ambassadors face controversy, their ambassadors can affect the brand. As spokespersons for Gillette, their own controversies in the Derek Jeter and Tiger Woods cases created some confusion about Gillette’s equitable brand and marketing message.

Here’s how a brand can make an impact.

  • Engaging in controversy:

When a brand ambassador is presented with a controversy, they risk rubbing the negative image they represent onto the brand. Consumers may associate the brand with the speaker’s actions or words, which may influence their perceptions of the brand’s values.

  • Consumer perception:

Some consumers perceive the brand differently depending on their feelings towards the agent. If the dispute involves actions that are contrary to the brand’s image or values, it can cause communication to cross customers’ minds.

  • Brand Image Alignment:

An effective brand ambassador lies in alignment with the brand image and values. If controversy and these values ​​are in sharp contrast, it can undermine the credibility of the brand’s message.

  • Influence of marketing messages:


Message effectiveness can be affected when consumers pay more attention to the agent’s personal life or actions than to the product or message being advertised.

But the impact can vary depending on the severity of the controversy, how the brand handles it, and the overall public sentiment toward the ambassador Companies often monitor public opinion and can take steps to mitigate potential harm is undermined by standing next to the agent or by delay, depending on the circumstances

Ultimately, a brand’s resilience in such situations depends on a variety of factors, including its history, how deeply embedded the brand is in consumers’ minds, and the steps it has taken to manage and manage the solution of the disputes.

Sources: Gillette press release, “Gillette Launches New Global Brand Marketing Campaign,” July 1, 2009; Major League Baseball press release, “Major League Baseball Announces Extension of Historic Sponsorship with Gillette Dating Back to 1939,” April 16, 2009; Gillette, 2009 Annual Report; Jeremy Mullman and Rich Thomaselli, “Why Tiger Is Still the Best Gillette Can Get,” Advertising Age, December 7, 2009; Louise Story, “Procter and Gillette Learn from Each Other’s Marketing Ways,” New York Times, April 12, 2007; Dan Beucke, “A Blade Too Far,” BusinessWeek, August 14, 2006; Jenn Abelson, “And Then There Were Five,” Boston Globe, September 15, 2005; Jack Neff, “Six-Blade Blitz,” Advertising Age, September 19, 2005, pp. 3, 53; Editorial, “Gillette Spends Smart on Fusion,” Advertising Age, September 26, 2005, p. 24; “World’s Most Valuable Brands,” Fortune, November 2013; “Five Questions: Greg Via, Gillette Global Director of Sports Marketing,” IEG Sponsorship Report, November 18, 2013; “Gillette Enlists Top NFL Players and Sport Science’s John Brenkus to Highlight the Importance of Precision in Football and Shaving,” P&G corporate press release, September 3, 2013; P&G 2013 Annual Report.

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