Gillette Advertising Marketing Case Study Essay

1955 Words 8 Pages
Gillette is an American company founded by King Camp Gillette. It was founded on 1901 and until 1962 it did not have any serious competition. This can be explained by its constant concern for innovation, which follows the belief of its founder, “a successful invention is the one that is purchased over and over again by a satisfied customer”. (Original idea of William Painter)

For this reason, Gillette has always been trying to innovate in the market with new products. But they did not want their product to be bought just because they are a novelty but because it was perceived by the customer as a good quality product and have a staying power and product loyalty. This can be illustrated by the launch of the “Fusion” product by
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This can be clearly illustrated by the situation Gillette faced during the leadership of the CEO Vincent Ziegler. He started to buy other companies and failed to generate more profit. At first his plan looked very promissory and generated revenue but at the end the company ended up losing money and time they could have invested in their own business.

Competitors, on the other hand knew how to react towards Gillette’s distraction. This was when Shick, company founded by Wilkinson Sword made its movements and introduced to the market its “stainless-steel blade”. As mentioned before, Gillette was distracted by the loss on its acquisitions and failed to foresee the problems this could bring. Although Shick did not have the enough resources to compete with Gillette in order to exploit the niche markets it had penetrated and ended up being sold by Wilkinson Sword to Gillette; they took 21 percent of market share away from Gillette.

By all this we can conclude that Gillette was actually consumed by its ambition to earn more revenue through the wrong way. Instead of trying to generate more profits buying other businesses, the Gillette executives should have focused more on the continuous innovation to their own company, because after all it was this continuous innovation and dedication that took Gillette to the top and avoid it to have any serious competition until 1962.

It was because Gillette’s executives were so confident in their own success that
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