Gillette, Founded In Boston, Massachusetts, United States

1960 WordsMay 7, 20178 Pages
Gillette, founded in Boston, Massachusetts, United States in 1901 by King C. Gillette, is a brand of men’s safety razors and other personal care products including shaving and hygienic supplies. Gillette is famous for introducing the first safety razor in the shaving market, and later on for its Mach and Fusion blades. The Gillette company is owned by multi-national corporation Procter & Gamble (purchased in 2005); an American consumer goods corporation that primarily specializes in a wide range of cleaning agents, personal care, and hygienic products. As of May 2016, Gillette as a brand is worth $20.2 billion, generates sales of $7 billion/year and is #28 on the Forbes’ “The World’s Most Valuable Brands” list. It also generates 29% of…show more content…
2.2 SWOT Analysis Strengths • Strong branding • Successful marketing strategy • P&G resources • Trust Weaknesses • A new market where Gillette has no expertise in • Possibility of brand failure leading to decreased trust in the brand Opportunities • Raise in the demand for men’s personal care products • Underserved market segment • Global emerging markets Threats • Competition prices strategies • Consumer safety and regulations. • Other “men’s” brands entering the market and surpassing Gillette 2.3 Competition Gillette’s best-known competitors in its main market of razors and shaving are: • Schick • Harry’s • Bic • Philips However, in this section, we are more concerned with its competitors of skin care products. Apparently, the skin care market for men is still fresh. Although there already are products for men out there, they are not positioned in a way that clearly conveys our new concept of “daily” facial cream; most of these products out there are medical creams. One company has succeeded to position itself as serving men skin’s needs the way Gillette plans: NIVEA. NIVEA has three products: creams, protective lotions, and facial cleansing product. These products range between $10-$35/unit. The problem that NIVEA faces is that its main target segment is female customers, with a small subcategory for men. Gillette

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