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1.

Founded 100 years ago, Gillette today is a multinational conglomerate which presents in

all parts of the world. Gillette is leading in the shaving and razor business with 70% global

market share and annual sales over $7.5 billion. The main commodities group of the company

are shaving instruments and other add-ons such as soap, shaving creams and perfume Since

the introduction of safety razor in 1901 to first twin-blade shaving system Trac II to Atra to

Sensor and first triple-blade system Mach3 to six-bladed Fusion, Gillette has become a billion

dollar brand.

Throughout its history, Gillette focused on diversifying its product line, but was met with

mixed success. For a long time in the past, Gillette dominated the shaving and razor business.

But with the continuous innovation and evolution, it started cannibalizing its ownpreceding

products. While the new inventions boost their sale, it often cuts down the sales of its preceding

products and thus their market share stays the same.

In my opinion, Gillette should focus on enhancing their current products, and still

developing complementary products. If this strategy is successful, the brand will be strengthened

as a whole.

2.

As of Dec 31, 2010 the endorsement deal between Procter & Gambles Gillette brand and

Tiger Woods ended. According to Gillette spokesman Michael Norton, Gillette will not renew its

sponsorship deal with Tiger Woods as part of a plan to phase out its Gillette Champions

marketing campaign in the first quarter of 2011. Also under this strategy, not only Woods but

other famous athletes such as soccer player Thierry Henry, Kaka, Rafa Marquez and Lionel


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Messi will no longer hold ties with Gillette. Nevertheless Gillette still makes their global and

local marketing efforts by keeping the endorsement with other Gillette Champions such as,

Derek Jetershortstop of The New York Yankees, legendary tennis player Roger Federer, and

Washington Capitals star Alex Ovechkin.

According to Mark Steignberg, Woods agent, the contract between Woods and Gillette

couldnt renew because Gillette is ending their Champions campaign. That is the reason for

not continuing. However, as a matter of fact, Woods hasnt won a tournament since his car

accident in 2009 and the heat of news over his extramarital affairs. Later, when he came back to

the PGA Tour, he lost his No. 1 ranking and his wife Elin Nordegren decided to divorce him.

3.

Through the constant improvement of product quality, Gillette has make all men and

women feel confident about their appearance. And with different prices for different products for

different sex, Gillettes products can meet the needs of every customer. To serve the need of

waxing hairy areas on women body such as arms and legs, Gillette has pioneered with the launch

of Venusa triple bladed razor for women.

Gillette can obtain a 10% plus increase in sales from other marketing activities besides

advertising and promotions by doing market penetration and introducing to females. In fact,

educated females also use leaflets which demonstrate how to shave exactly the same as the ones

available for males. The best method is to have promotional stands located in the supermarkets

or shopping mall to provide free samples targeting females.

References

Kotler, P., & Keller, K. L. (2012).Marketing management(14th ed.). Upper Saddle River, NJ:


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Prentice Hall.

Michael McCarthy. (2010). Gillette ends endorsement deal with Tiger Woods. The USA Today.

Retrieved on Nov 20, 2013 from

http://content.usatoday.com/communities/gameon/post/2010/12/tiger-woods-dropped-as-

endorser-by-gillette/1#.Up_zL1sW2X8

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