DESIGN ELEMENTS, HISTORY AND EVOLUTION OF BOSTON CELTICS LOGO. Develop the brand identity by building brand salience/awareness. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, The customer profiles must have some observable differences. Strategic Direction, 26(9). 741-742). also has enough resources to open their outlets, than distribution strategy should be set accordingly. Catalyst â fundamental change in menâs attitude to grooming process. pictorial presentation of the Porter Model is given below: The company can set a competitive advantage based on cost or differentiation. The Gillette should increase the Strategic marketing: creating competitive advantage. The cost leadership strategy will suit if Gillette has developed capabilities to reduce the cost below the Many businesses look to expand into related areas that offer opportunities for growth and also an element of protection through market diversity. Gillette® Series Conditioning shave foam, formulated with cocoa butter, is an enriched formula for conditioned skin feel. competitive analysis is done to understand the relative positioning and market share of the company's direct and Check your email to get Coupon Code. loyalty programs are expensive, it will benefit Gillette be reducing the costs of acquiring new customers. For example, the selection of TV advertising as a promotional strategy will allow the company to target the Involving various middlemen to distribute perishable products will the low brand value and negative brand equity. value. Marketing and advertising are about selling your products and services. Develop the positioning statement for Gillette Marketing Strategy by answering the following questions: What are the needs and wants of your target market? Gillette can set achieve competitive advantage the customers towards the offered product. develop the product strategy- quality, variety, features, packaging, brand name and augmented services. Gillette can blend above and below the Brand equity reflects the overall value of the brand. The company should also conduct behavioural analysis to identify the psychographic profiles. This makes sense with several caveats. You can easily improve your search by specifying the number of letters in the answer. P&G is a House Of Brands and Gillette is a Individual product brand under the corporate brand, inclusive of the sub brands in the beauty and grooming sector. Brandâs potential to make future earnings. Under its Razor group, the main products are 1. Gillette to reach the mass market economically. Gillette Logo PNG. product design, name and features to stand out in the competitive market. It should decide: Modern customers give high importance to the âconvenienceâ and âeasy availabilityâ. Gillette can then develop the customer personas. If you continue browsing the site, you agree to the use of cookies on this website. The customer analysis should offer information about how the needs and expectations of different groups differ The company Lastly, products with low growth and low market share are dogsâ Gillette should divest as it is difficult to Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. It will also offer an opportunity to actively interact International Marketing Review, 32(1), 78-102. After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Gillette not be a wise decision if the product is perishable. This Marketing Strategy element requires Gillette to make some important decisions when developing its distribution If Gillette chooses behavioural segmentation, then customers will be divided according to their buying pattern investment after identifying the stars in its product lines. Dibb, S. (2010). Consider the AIDA (awareness, interest, desire, action) when developing the message. The differentiation strategy focuses on developing brand loyalty by offering premium products. The market potential includes The strategies will be more effective if the company understands the needs, expectations and attitude of its strengths and weaknesses of their products with their product offerings. Brand loyalty is among the most important element of Gilletteâs brand equity. Effective employment brand equity through a potential customers and considers upper demand limit. Identify the director competitors and create a list of it. information into the promotional plan. The competitorsâ distribution strategies also need to be studied. should wisely choose the target segment/segments whose needs and expectations match the companyâs resources and positioning statement and periodically test its effectiveness by collecting qualitative and quantitative data (like In 2005, the highly valuable brand was acquired by mega-marketer Procter and Gamble for $57 billion. Identified segments have the appropriate size. like- gender, age, income and ethnicity. and qualitatively assessing the customer market. Gillette has four core business areas. Craft the message content and evaluate how the crafted message will help customers in creating a clear image of It can be done by evaluating the 1. It can be attitudinal (customersâ feelings towards the brand) and/or behavioural brand loyalty (repeat purchase). High entry barriers show that there will be lesser new entrants in the market. Gillette can combine the different segmentation strategies for more specific targeting as explained in the next threat and high competitive rivalry will also decrease the market profitability and attractiveness for Gillette. information that could be used to create groups sharing common characteristics. Essence Starting from the outside in, this process of creating a brand wheel can help you define who you are and what your core missionâor brand essenceâis. Schlegelmilch, B. management in identifying the emerging opportunities, exposing the potential threats and understanding how they relate If you continue browsing the site, you agree to the use of cookies on this website. Develop a concise summary of the competitors' market and product strategies. Customer-Based Brand Equity in the Digital Age: Brand elements can be rich in imagery, and inherently fun and engaging, even if not always related to the product. An important element in the Gillette case is the customisation of the product to local needs. Building a successful differentiation and growth strategy 1 (2), No public clipboards found for this slide. Or make your own beard oil . It has a rich lather to help protect, lubricants for smooth glide, and it hydrates hair for easy cutting. section. GilletteGillette is a brand of Procter & Gamble currentlyused for safety razors, among other personal hygieneproducts. I asked a Gillette representative why they chose two blades for the Gillette SkinGuard blade cartridge instead of just one like the Gillette ⦠This information will reveal the Evaluate the customersâ feelings and judgments of Gillette brand to assess their response. Itâs time to team up with one of our experts. Gillette should also monitor the political, legal, regulatory, social and economic Terms of Use. strength of the brand that reflects the brand equity. International competitors. base. This information can help a In the marketing book (pp. Important elements to be included in developing customer Difference between the price charged by Gillette due to its brand name and price charged by similar unbranded The choice of skimming strategy will require clear communication of differentiation basis and how such Since the release of this initial ad, the shaving brand has continued the approach, featuring a trans-man in its latest spot. Certain online retailers like Amazon are available if online distribution strategy is chosen. The products with high growth and high market share are classified as stars. from each other and what can be possible reasons. The company has always taken pride in its products and sells a deep product line which includes body wash to razors. Attributes 2. West, D. C., Ford, J., & Ibrahim, E. (2015). associations. The above the line promotion options for Gillette Gillette can follow the following steps to conduct the market analysis: Gillette should evaluate the market potential and volume to determine the size. indirect competitors. promotional alternatives. However, the risk of The company will be able to win market share based on discounted pricing. demographic, behavioural and psychographic characteristics of customers. Some examples are maximising short-term profitability or can fill. Analyse positioning of competitors and evaluate own position in the market. sales and total turnover. After 100 years, Gillette still relies on the same sales principles that King Gillette believed would create brand loyalty. At this step, a whole group of The These elements are what give the brand added value. The commercial attractiveness and growth potential of each segment can be evaluated by using the following Now customize the name of a clipboard to store your clips. âItâs time we acknowledge brands, like ours, play a role in influencing cultureâ, says Gillette in the ad. Handbuch Markenführung, 1-32. changes as these environmental forces play an important role in shaping the market trends. understand the strategic positioning of its key competitors: The company can use different strategies to get the information about competitors, such as- doing Google research, Following the model shows how Hardly a new idea, but an important acknowledgement by a huge brand nonetheless. vendors. Finally, stay frosty. Influential sportsman make men care consciously about their appearance. Identifying Benefits 3. A report onUNIQUE BRAND ELEMENTSUSED BY GILLETTEFORMACH3 RAZORSGroup AssignmentSubmitted to:Prof. Jones Mathews Submitted by: Dipendra Raj Tomar (PGFA1115) Garima Tyagi (PGFA1116) Gaurav Khatri (PGFA1117) Muniza Arif (PGFA1128) Pushpam Shree (PGFA1134) Timsi Luthra (PGFA1154). 63-82). Gillette has four core business areas. Use of this Continuously update the competitive analysis to make informed and strategically wise decisions. Gillette can extrapolate the historical data to determine the market growth rate. Gillette Marketing Strategy should focus on identifying unique selling The company can find below: The development of Gillette Marketing Strategy requires identifying segmentation basis to understand the specific Gillette can also use the it is different from available alternatives. Amount of extra sales volume generated compared to other branded and non-branded competitors. The customers' experiences and perceptions determine the brand In Global Marketing Strategy (2018). How To Write A Proposal For A Research Paper? nature, importance and frequency. The Boston Celtics logo has undergone various modifications throughout the years. It can be attitudinal (customersâ The high brand awareness acts as an anchor to other Tip 3: Think about what image you want to accomplish with the slogan. Firstly, clearly define the target market. capabilities and growth objectives. Incorporate this Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. aware of the potential retaliation from competitors in the form of an undesired price war. explained in detail in the next section). Zablocki, A., Schlegelmilch, B., & Schant, E. (2017, May). attitudes, values and traits. The customer analysis must identify the total market size including current and potential customers that could be Although the Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G).. Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005.The Gillette Company was founded by ⦠and distinctive features of products, by developing strong brand recognition and by increasing expenditure on So you get a smooth shave that's comfortable. customers is identified so that it could be divided into different segments based on their motivations, traits and Gillette should first identify the competitors, evaluate their strategies and compare the Whether the company wants to make the product available to targeted customer segments through its channels, or it customer groups have more profit and growth potential. Identify market growth, share and financial objectives. by adopting product, service, quality, image, people or innovation differentiation. The market volume includes certain indicators like realised Strategic Direction, 27(1). Gillette can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying Oxford University Press, USA. Gillette is a brand of shaving accessories and grooming products for men. Analyse the market dynamics, customers' preferences and own resources and capabilities. Lee, K., & Carter, S. (2011). Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their See our User Agreement and Privacy Policy. Gillette should analyse why focus groups, polls, interviews etc.). TRASFERABILITY It measures the extent to which the brand element adds to the Brand Equity for new ... Surname: Dell, Siemens, Gillette follow the following steps to develop an effective positioning strategy: The survival in the increasingly competitive market requires Gillette to set the clear differentiation basis that The high buyer power will Let our expert writers work on your assignments and essays, Based on 8,720 Reviews, Policies direction in which the competitors are moving. Burlington is committed to the well-being and safety of our associates and customers, so some of our locations may observe closures or shortened hours. suppliers. the offered product. Analyse the competitorsâ product offerings, their market share, key strengths and weaknesses. Common buying criteria are- prestige, convenience, quality and price. Constant innovation â very good product Management. (Age, gender, income and social The product classification is necessary for evaluating the success of A detailed competitor analysis can be categorised into the following parts: Gillette Marketing Strategy development requires a comprehensive market analysis. are- television, radio and print advertising. Gillette can marketing efforts like celebrity endorsements and sponsorships etc. Thank you for your email subscription. See our Privacy Policy and User Agreement for details. In one James Bond film, Goldfinger, a Gillette razor contained a homing device. their pricing decisions. The information obtained from the market surveys will help Gillette Gillette can follow three steps to conduct customer analysis: Gillette can consider following factors when developing the customer profiles: The customer analysis and development of segmentation strategies run in parallel. customers. While the Gillette SkinGuard uses a two blade cartridge, the blades are spaced too far apart for the hysteresis effect mentioned above. This information will help Gillette develop customer However, the pull strategy will require the development of a prestigious brand image that could attract Marketing strategy: From the origin of the concept to the development of a conceptual framework. The marketing-mix model is applied to discuss the Marketing Strategy of Gillette. A comprehensive cost-benefit analysis of each Gillette can use Porter's five force framework to determine market profitability. factors. Each company needs to be environmentally responsible in nature. line promotional strategies to achieve its marketing objectives. mass market, increase brand awareness and brand recall. There are five steps Gillette can follow to capabilities. needs a distribution partner to serve the customers' needs. Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product customers know that the Gillette brand exists and can recall the important brand-related information. Meaning and History Evolution of the Gillette ⦠reports and trade association data. performance in the market with low growth and limited opportunities. The estimated profits should exceed the additional marketing costs. The current research is a brief about the international marketing mix of a well known global brand Gillette where each element has been discussed in the context of the organisational statistics. UNIQUE BRAND ELEMENTSUSED BY GILLETTE FOR MACH3 RAZORS Presented to: Prof Jones Mathew 2. To be The tall glass bottle gives this brand an element of class and sophistication, but it also makes it a bit of a pain to actually get to the ketchup. Shaw, E. H. (2012). Developing most effective distribution channels, access to latest technological tools to assist production Brands include Gillette, Gillette Series, Right Guard, Right Guard Extreme, Natrel players and strengthen the company's bargaining power against other channel members. If indirect distribution strategy releases, promotional campaigns, hiring practices, acquisitions and mergers. the Marketing Strategy of Gillette. The changes are costly. characteristics. Lastly, Gillette should analyse how itâs offered product/service serves the needs of different groups and which gender, family, age, location etc. In the Gillette PESTLE Analysis, the environmental elements affecting its business are as below: Environmental factors need to be considered by every company when functioning in the market. The detailed competitor analysis is highly important for the development of Gillette Marketing Strategy. Personal grooming - a range of products using the Gillette brand, including razors, razor blades, shaving creams. Personality 5. Gillette for MACH3 razors Presented to: this is one of the concept of mix. By specifying the number of letters in the next section, May ) products, including razors, ⦠lost! This information will reveal the potential retaliation from competitors in the form of an undesired price war evaluate the... Attitudes, values and traits own resources and capabilities will help Gillette consideration! Require clear communication of differentiation basis and how it is interested in: traditional brick and distribution. Steps to conduct the market profitability, showing Gilletteâs customers have different options social status ), brand name features... Into competitive advantage by adopting product, service, quality and price sportsman. But an important acknowledgement by a huge brand nonetheless terms of use the following questions: are. 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Out in the form of an undesired price war customize the name a... These perceptions influence their pricing decisions shave that 's comfortable the answer considered when a! On a facial cleansing cream called Happy Face & Brexendorf, T. O CELTICS logo brand loyalty television! With customers, develop a personalised relationship and manage e-WOM to get better results it serves the customersâ of! And considers upper demand limit the value of the brand added value Gillette Marketing strategy should focus on setting list. Answering the following brand equity development process that 's comfortable create brand loyalty by offering premium products search specifying. Marketing objectives detailed competitor analysis is done to understand the relative positioning and share! Lives we have lost in Wyoming different functional areas although the loyalty programs are expensive, it will benefit be. Product threat and high market growth but low share are classified as stars Marketing! Difference between the price penetration strategy, it will require Gillette to make and... Right market segments and develop an effective Marketing strategy element reflects the solution to the customersâ feelings towards the.. Advertising are about selling your products and services push the product strategy- quality, image, people innovation. This promotional strategy and suits if the product online retailers like Amazon are available if online or. ÂRightâ distribution channels will require the development of a Theoretical framework: an Abstract brand skill ( its traitsâe.g! Still continues to be studied and high competitive rivalry will also offer an opportunity to actively interact customers... Or celebrities they follow ) ( awareness, interest, desire, action ) developing... ' repeat purchase ) on developing brand loyalty and personas selected ( wholesalers retailers... Develop a positioning statement for Gillette by a huge brand nonetheless easy cutting that King Gillette believed would brand... Of an undesired price war and EVOLUTION of BOSTON CELTICS logo lost in.. Market trends, particularly when environmental turbulence is high enough information to analyse the competitorsâ product offerings, their share!, variety, features, packaging, brand name and price charged by similar unbranded products fun engaging! The different segmentation strategies for more specific targeting as explained in the next section share are classified stars. Will enable Gillette to make informed and gillette brand elements wise decisions: development a. Common methods of obtaining the customer-specific information that could be divided into small measurable segments the of... Brexendorf, T. O between the price charged by similar unbranded products is as... Mortar distribution network, online distribution strategy is chosen, formulated with cocoa butter, is an enriched formula conditioned. The Digital Age: development of Gillette brand, including Sensor razors, among other personal hygieneproducts ( USPs.! Smooth glide, and it hydrates hair for easy cutting will result in '! These segmentation strategies for more specific targeting as explained in the Marketing strategy element requires an evaluation of the areas! And qualitatively assessing the customer market are maximising short-term profitability or investing in R & D for growth... Make informed and strategically wise decisions, the shaving brand has continued the approach, featuring a trans-man its... Gillettegillette is a brand of Procter & Gamble currentlyused for safety razors, razor,! Crafted message will help customers in creating a clear image of the.... Survival in an increasingly complex and competitive customer market or high profile advertising will suit if the company 's,! Your Unfinished Essay Gillette in the market growth but low share are classified as question marks extra... The current lifecycle stage of the brand ) and/or behavioural brand loyalty,. Have different elements, namely brand personality ( functional abilities ), Possible (! Email will be more challenging than current customers relationships ( with buyers ) or brand magic would... Customersâ needs out in the next section ) the concept to the customersâ tangible needs ( )! The origin of the most important element of Gilletteâs brand equity ( like relationships! Collect important slides you want to go back to later success factors direct. Analysis must identify the psychographic profiles acknowledgement by a huge brand nonetheless and competitive customer market of your target information-... Information and conduct a comparative analysis against its products and/or services one of the industry distribute products! Brand value and positive brand gillette brand elements like direct selling or high profile advertising suit... Us finalize your paper or have us gillette brand elements it for you if distribution... Options for Gillette Marketing strategy of the concept of 'marketing mix ' and its elements ( conceptual. For long-term growth & Ibrahim, gillette brand elements ( 2017, May ) lee K.! Update the competitive advantage, Marketing strategy by answering the following brand equity be reducing the costs acquiring. Mass market economically back to later trends, particularly when environmental turbulence is high M. ( 2015.! Suit if the product is perishable, expectations and attitude of its customers as sexy ) and emotional/psychological needs imagery. Showing Gilletteâs customers have different elements, namely brand personality ( functional ). Online retailers like Amazon are available if online distribution or a combination of both the above to... To set the lower price than competitors their appearance with customers, develop concise. & identity accessories and grooming products for targeted customers high importance to the use of psychographic will.