Gillette Company Overview

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Gillette Company Overview

Introduction:

On Gillette’s 25th anniversary, back in 1926 King C. Gillette

announced what was to release the companies’ flag ship product, the

world’s first safety razor. "There is no other article for individual

use so universally known or widely distributed.”

This product is still a world leader but has been accompanied by many

other Gillette products that have quickly become established as market

leaders across every field they enter.

“The Gillette Company today is the global market leader in nearly a

dozen major consumer products categories, principally in the grooming,

alkaline battery and oral care businesses.”

In over 100 years of business, Gillette has gained control of the

market and constantly strengthened its position, via managing the

company with a long term and global perspective.

As a result Gillette has generated long-term profitable growth in a

changing globalisation; this is due to several strengths within the

business. Gillette are constantly collecting huge amounts of

scientific knowledge, which enables them to create innovative products

which are produced and distributed on a high scale ensuring that many

people are constantly exposed to their products day in, day out. They

also manage to do this efficiently and cost effectively which can only

lead to positive results for the company.

Gillette work on creating innovative products to be sold at a fair

price, this is yet another of Gillette’s strengths, its ability to

gain a consumer loyalty to their brand on a world wide stage.

Quality marketing strategies when combined with a quality product have

driven Gillette towards their goals. “It is a goal pursued in global

businesses that are large and healthy, with tremendous potential

derived from normal market development, as well as from growth

stimulated by new products.”

Gillette has become the market leader in the grooming industry. “The

Company has the scientific knowledge to create, and the technical

ability to develop and produce, hair removal products that deliver a

superior shave, whether wet or dry, whether for men or women.” The

company compliments its huge grooming range with other well

established products such as anti perspirant and deodorants.

Below is an excerpt taken from the Gillette web site which signals

their intent to be and stay as the ...

... middle of paper ...

...e interacting could

be asked for their details and for permission. It is stated by Chaffey

(2004) that “opt in email is key to successful marketing.” If the

person has “opted in” to receive mail it is far more likely that they

will read and engage with your email. This again would improve

response rates.

Sending direct mail also has a very quick response time due to the

regularity with which people can check their mail.

If Gillette were to use direct mail in their marketing strategy they

could be virtually guaranteed to cut costs, improve responsiveness and

save valuable company time whilst also gaining a higher level of

exposure in their campaigns.

Bibliography

* www.gillette.com/history/aboutus

* www.marketingvox.com/archieves/2003/02/15/gillette/index

Rick E. Brunes Gillette wins shavers 1:1 at a time 15thy Feb 2003

* Gillette goes live with mySAP March 14th 2001 Walldorf, Germany

* Data warehouse designer July 18th 2003 RFID tags and smart dust Ralph Kimbell

* Interview with Gillette’s Chris Desrosiers Feb 04 2002 Venus Razor Article

* www.marketingteacher.com/lesson_pricing.htm

* www.dssresearch.com/toolkit/resource/papers/SR02.asp

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