Gillete

Gillette Fusion ProGlide

a. Main information

History and background of the case; SWOT Analysis.

HISTORY

The history and background of Gillette are characterized by a legacy of innovation and dominance in the male grooming industry.

Gillette, founded in 1901 by King C. Gillette, revolutionized the shaving industry with the invention of the first safety razor with disposable blades. The introduction of the iconic tagline "The Best a Man Can Get" further solidified Gillette's position as a leading brand in men's grooming.

+info

Background:

Gillette, a renowned brand in male grooming, launched the Fusion ProGlide razor in 2010, aiming to redefine shaving standards. The company's history is marked by a commitment to innovation and addressing consumer needs.

+info

SWOT Analysis:

ABOUT THE

Strengths

• Legacy of innovation and brand recognition.
• Extensive product line covering various grooming needs.
• Strong market presence and customer loyalty.

+info

ABOUT THE

Weaknesses

• Historical skepticism with previous razor launches.
• Intense competition in the male grooming category.

+info

ABOUT THE

Opportunities:

• Continuous innovation in response to changing consumer needs.
• Global expansion and market penetration.
• Leveraging the brand for a broader range of male grooming products.

+info

ABOUT THE

Threats:

• Economic fragility during product launches.
• Increasing competition from new entrants and established brands.

+info

ABOUT THE

Product

• Brand: Gillette
• Product: Fusion ProGlide razor
• Launch Year: 2010 (specifically in the US)
• Context: Gillette is known for its innovation in the male grooming category, and the Fusion ProGlide razor aimed to redefine shaving standards.
• Sales Impact: Over 2.5 million Fusion ProGlide razors sold in the first 10 weeks in the US.
• Market Share: Gillette's overall share increased by 3.4 points to 67.7% in Q3 2010.

+info

NOW

SWOT Analysis

Fusion ProGlide razor

b. CASE DATA

Strengths:

Opportunities:

• Legacy of innovation and brand recognition.
• Extensive product line covering various grooming needs.
• Strong market presence and customer loyalty.

• Continuous innovation in response to changing consumer needs.
• Global expansion and market penetration.
• Leveraging the brand for a broader range of male grooming products.

years, sales, market share, etC.

Weaknesses:

Threats:

• Historical skepticism with previous razor launches.
• Intense competition in the male grooming category.

• Economic fragility during product launches.
• Increasing competition from new entrants and established brands.

LAUNCH YEAR

2010.

SALES IMPACT

Within 10 weeks of being launched, Gillette had sold 2.5 million Fusion ProGlide razors, exceeding the sales achieved by Gillette Fusion in 2006.

MARKET SHARE

The Fusion ProGlide became the world's best-selling razor.

CONSUMER DEMAND

Gillette's success with the Fusion ProGlide razor was attributed to its ability to understand consumer needs and deliver meaningful innovation. The brand recognized the importance of continued innovation to retain market share and ensure long-term success.

c.the main brand strategies

of Gillette's Fusion ProGlide

Innovation-Centric Marketing:

• Gillette positions itself as an industry innovator, emphasizing breakthrough technologies in razor design and grooming products.

• Continuous innovation, as seen in the introduction of the Fusion ProGlide razor, is a key strategy to meet evolving consumer needs.

+info

Consumer-Driven Marketing:

• Gillette shifted its marketing approach by directly acknowledging and addressing male consumer skepticism.

• Instead of overt claims of superiority, Fusion ProGlide's marketing campaign engaged consumers to build the brand, utilizing social media and consumer trials.

+info

Pre-launch Consumer Engagement:

• Unique pre-launch trial programs, like the 'Gillette Fusion ProGlide Challenge,' allowed consumers to try the product before broad retail availability.

• Leveraged consumer use testing with over 30,000 men, building confidence and creating a favorable perception of the brand.

+info

Experiential Marketing:

• Gillette invested in experiential marketing efforts, such as the Gillette Fusion ProGlide Shave Studio and the 'Ultimate Summer Job,' to provide personalized brand experiences.

• These efforts aimed to directly expose consumers to the benefits of the ProGlide razor through one-on-one memorable experiences.

+info

In-store Interactive Displays:

• Significant investments in high-tech interactive retail displays, including the 'power ring' using augmented reality technology, were employed.

• Illumination, motion sensors, and touch samples were used to catch the eye of Early Adopters and effectively communicate product superiority.

+info

Global Expansion Strategy:

• Gillette planned a significant marketing investment for the UK launch of Fusion ProGlide, aiming to replicate the success achieved in the U.S.

• Integrated multiplatform marketing campaigns were designed, combining TV, press, outdoor, experiential, and digital activities.

+info

Money-Back Guarantee:

• To overcome cost-conscious consumer skepticism, Gillette implemented a money-back guarantee, providing reassurance to the Late Majority.

• This strategy aimed to convince consumers to trade up to Fusion ProGlide, despite economic fragility.

+info

Digital and Social Media Engagement:

• Utilized digital and social media platforms extensively for consumer engagement.

• Viral campaigns, such as "A Mayne and His Razor," featuring Kenny Mayne, leveraged social media to heighten brand awareness.

+info

d.strategies of this brand in Mexico.

strategies applied in MexicO.

Association with Recognized Athletes

Gillette has associated its brand with athletes or prominent figures in Mexican sports to highlight the idea of precision and excellence, showcasing how these athletes trust the brand for personal care.

+info

ProGlide Challenge

This campaign focused on challenging consumers to try the shaving technology of Fusion ProGlide and experience the difference in smoothness and precision compared to other products.

Digital Media and Social Media

They have utilized platforms such as Facebook, Instagram, and YouTube to highlight the unique features of the product and reach consumers through videos, images, and testimonials.

Point of Sale Promotions

Marketing strategies in physical stores, such as special promotions, eye-catching displays, and offers to encourage product purchases.

Main competition

The main competition for Gillette Fusion ProGlide in the UK comes from other established brands in the male grooming market. According to P&G's UK Vice President & General Manager, Irwin Lee, big brands must continue to innovate in order to retain consumer engagement. This indicates that the main competition for Gillette Fusion ProGlide in the UK is from other big brands that are also innovating to meet consumer needs and demands. The male grooming market in the UK is highly competitive, and brands like Wilkinson Sword, Philips Norelco, and Braun are likely to be key competitors for Gillette Fusion ProGlide. These brands are known for their innovative grooming products and have a strong presence in the UK market, posing a challenge to Gillette's market share and consumer engagement.

thanks!

bibliography

subtitle here

The safety razor evolution. (2020, agosto 27). Gillette.com; Gillette. https://gillette.com/en-us/shaving-tips/how-to-shave/safety-razor CampaignUK. (2011, enero 14). Gillette “ProGlide challenge” by BBDO New York. CampaignUK. https://www.campaignlive.co.uk/article/gillette-proglide-challenge-bbdo-new-york/1049471 Adturds. (2011, julio 17). Gillette fusion proglide challenge adverts. AdTurds. https://adturds.co.uk/2011/07/17/gillette-proglide-challenge-adverts/ (S/f). Adage.com. Recuperado el 15 de noviembre de 2023, de https://adage.com/article/print-edition/gillette-fusion-proglide-america-s-hottest-brands-2010/147055