Gillette Marketing Promotional Tools 2007-2012 Essay

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MBA 514 - Assignment 1
Marketing promotional tools Gillette used in 2007 compare to the ones they used in 2012.

Submitted to: Dr. Mark Robinson

Submitted by: Zukhrab Karimov

"The Best a Man Can Get", when we hear this tagline one thing that comes to our mind is definitely Gillette trademark for whom it isn’t just a tagline, it’s a brand promise. Founded by King Camp Gillette in 1901, he devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into a highly successful, marketable product. On October 1, 2005, Procter & Gamble finalized its merger with the Gillette Company. As a result of this merger, the Gillette Company no longer exists. The merger created the
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Strengthening its leadership positioning this past year, P&G has been testing (in the US only) the “Guy Aisle”; a dedicated in-store area designed to help men select their grooming products. As a result shipments of Gillette products have increased double-digit this year (Interbrand Gillette, 2012).
Event sponsorships
Gillette have always sponsored events especially those that involved men and sports. Then and now the Gillette name adorns the New England Patriots’ football stadium and the company sponsors numerous Nascar drivers’ cars, soccer teams and concerts. Once they merged with Procter & Gamble the event sponsorship has become even bigger, now they sponsor world events as well. In 2012, building on its sponsorship of the London Olympics, P&G has announced a 10-year agreement with the International Olympic Committee, which will link the Gillette brand with top male athletes. In March, Gillette continued rolling out its Olympic Games campaign, featuring tie-ins with top athletes as basketball player Rudy Fernandez in Spain, swimmer Eamon Sullivan in Australia and New Zealand, soccer star Shinji Kagawa in Japan, and tennis great Roger Federer as spokesperson for the Gillette MACH3 razor in Korea, Singapore and India (Lucy Hodgson, 2012).
Product placement in films and television shows
Gillette encouraged by Procter & Gamble designed branded entertainment programs. Today’s market
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