The Gillette Company: an Assessment of Past Performance and Future Outlook for the Brand

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Running Head: THE GILLETTE COMPANY The Gillette Company: An assessment of past performance and future outlook for the brand Yinka Daramola National University, CA November, 2014 Abstract 3 Organizational Overview 4 Case Breakdown 5 Challenges 7 Market Impact 10 Projected Outcome 11 Question 1: Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next? 12 Question 2: Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. 13 Question 3: Can Gillette ever become as successful at…show more content…
In Contrast, Procter & Gamble made net revenues of $56.74 billion in the year 2005 (Procter & Gamble, 2005). This reflects that Procter & Gamble has grown its revenues 146% over the period. The figure for Gillette’s earnings is in comparison, far less than the $ 10.1 billion Gillette Global made in 2005 (Procter & Gamble, 2005).This suggests that Gillette is not growing in earnings despite the alliance. Kotler & Keller (2012) also suggested that the bigger firm entered the alliance with the objective of benefitting from Gillette’s apparent expertise in capturing the attention of men globally (p. 532). This appears correctly to be the case. Procter & Gamble is now able to sell more of its other brands to Gillette’s sizeable customer base simultaneously. As a result, an accurate measure of former Gillette Global’s pecuniary contributions is somewhat difficult to isolate. This is particularly so because Procter & Gamble has reclassified Gillette’s pre-merger holdings into completely different Global Business Units (GBUs). This is illustrated below: Procter & Gamble Segment | Categories | Relevant Billion Dollar Gillette Brands | Grooming | Shave Care (Electronic Hair Removal, FemaleBlades & Razors, Male Blades & Razors,

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