Introduction
Gillette provides safety razors and personal care products. It is owned by Procter & Gamble (P&G) corporation, and its headquarters are in Boston, Massachusetts, United States. Gillette was started in 1902 by King C. Gillette who invented the first safety razor that was awarded patent rights in 1903 till 1921. In 1920 Gillette implemented the first mechanical innovation which had a proper and more improved grip. Gillette continued to innovate and produce more advanced safety razors gaining recognition over the years. Gillette was previously owned by Gillette Company and merged with P$G in 2005 (Gillette, 2019). Currently, Gillette offers a wide range of products including razors, blades, trimmers, deodorants, body shaves, pre, and post-shave products. Examples of these products include Venus, skin guard razor, sensitive skin aftershave, soothing shave gel with aloe among others.
Company’s mission, vision, and corporate strategy
Mission: The Gillette Company is a globally focused consumer products marketer that seeks competitive advantage in quality, value-added personal care, and personal use products. We are committed to building shareholder value through sustained profitable growth (Gillette, 2019).
Vision: to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more thoroughly than our competition.
Values: The mission and vision of Gillette are supported by core values including integrity, cooperation, and achievement. Gillette focuses on continuous performance and customer relations that increase customer relations that make the company become the leading in the industry. Core values guide the behavior and actions of employees to enable achieving of company goals. The mission and vision statement create a balance between employees, customers, and shareholders by creating a favorable working place where the needs of all shareholders are catered for. The mission statement addresses all the stakeholders including consumers, competitors, and shareholders. The company strategy is to maintain a diverse workforce which is committed and motivated through good selection processes and retaining a skilled workforce. The company has created a culture where people are dedicated to achieving the highest standards in all areas of business operations. Gillette focuses on exceeded customer expectations by creating quality products and services.
Employees are required to act ethically and observe integrity in all what they do on behalf of the company. Employees are expected to act with integrity, respect, be truthful and act with fairness. Employees must work together in cooperation to ensure effective decision making, problem-solving and be innovative through effective communication. Employees work together to timely identify issues and develop solutions as well as maximize opportunities. Employees must be accountable in the decisions they make and make them based on research and development. These ensure that Gillette maintains social responsibility and serves the community well. These standards ensure that Gillette develops products based on consumer goods and services. Technology and innovation enable identification of current needs and preferences. Gillette is passionate about shaving as a science; hence it ensures the quality of products and services. Gillette conducts more than 60 quality checks throughout the production process from raw material to a final cartridge (Gillette, 2019). These ensure that customers are confident when they shave even when they have inadequate information about instructions. Customers have better experiences because the products use the right shaving techniques. Better pricing enables people from different economic classes to afford Gillette products. Treating customers well ensures that Gillette loyal consumers who enable provision of profits to the shareholder.
Gillette’s corporate strategy
The company’s plan includes the creation of superior products and service to create value for both the customers and shareholders. It increases consumer value by creating a safety razor with advanced technologies to enhance safety and make shaving as comfortable as possible. Consumers can choose from a wide range of products based on their skin condition and shaving needs. Gillette is focused on creating trust with clients through the production of high-quality products at affordable prices hence the creation of value. Gillette seeks to establish long-lasting relationships with consumers based on trust. The company encourages its employees to understand customer needs and provide personalized services. Gillette has an online platform where customers can ask shaving questions and get instant answers. The company ensures that customers are satisfied hence ensuring loyalty and a community of dedicated customers who provide referrals and trust Gillette to deliver quality products and services. Better customer relations attract new customers ensuring that the company has more profits that meet shareholder’s needs. These attract more investors guaranteeing that the company has available capital to invest in new technologies, advanced labor and economies of scale hence increased efficiency that allow affordable prices for products and services (Gillette, 2019). Gillette has maintained a strong corporate brand that increases customer trust and attracts more customers that in turn increase profits for shareholders.
Another corporate strategy that Gillette uses is consumer segregation. Gillette classifies customers as new retailers, mid, premium and high-frequency stores. Products are produced with quality and increased affordability for people in different economic classes to afford the products. Customers with higher abilities can purchase premium products while those with limited financial skills can enjoy other quality products that serve their needs adequately. Gillette seeks to drive out all the expenses that do not add value to the consumer. Its marketing strategies are focused on expanding category penetration and consumption. Increased brand awareness and advertising enable the creation of consciousness hence increased purchases of Gillette products (Gillette, 2019). Gillette ensures that employees are inspired focused and passionate therefore do their best to achieve organizational goals. A team of passionate employees provides continuous innovation, practical problem solving, decision making and corporation to ensure generation of the best ideas and information sharing. These ensure that employees have a common goal of making Gillette the best company that provides shaving solutions by increasing efficiency and production of quality products.
The New product
The new product is Gillette Super Plus Double-Edged safe shaving blade. The feature of the module includes a double edge with one side having a comb to increase comfort when shaving. The razor has a durable and long handle made of plastic to ensure that the user is comfortable and reduces injuries. The user can shave using both sides of the blade; hence the super plus shaving blade large blade curve than the regular Gillette shaving razor. These ensure that there is reduced rashes and cuts when shaving. The large blade makes it a premium product because it allowed a mild and smooth shave when the blade turned at an angle.
Marketing strategy
Strategic marketing plays a significant role in corporate strategy. In this marketing project, I recognize that Gillette exists in a highly competitive environment hence the need for strategic marketing to attract more customers. The need for strategic marketing because the world of business is changing, and there are more open economies, increased customer awareness, Changes in consumer taste and preferences, e-commerce that allows customers to shop from all over the world and increased competition making consumers more powerful and independent because they can choose quality goods and services from any company at affordable prices. Strategic marketing, therefore, helps to ensure quality products through innovation, efficiency in systems and processes, create awareness and engage consumers. Strategic marketing, thus, allows consumers to increase competitive advantage by creating high-value products that meet the needs of the consumer. Increased accessibility and use of the internet by individuals has dramatically impacted and shifted the marketing function. Social media, mobile devices, and digital marketing have created opportunities for organizations to interact with potential customers and convert them to loyal hence drive profitability. The Internet has increased platforms for marketing including emails, search engines, social media, optimization of websites, and mobile devices have made organizations to redefine their marketing strategies and adapt to the changes. Marketing of the new Gillette Super Plus Double-Edged shaving blade will follow various steps including aggressive competition, distribution channels, communication, advertising, and product distribution.
The first stage for my marketing strategy is the identification of the competitive position of the product. Gillette competitors include Wilkison, Sword, Dorco, and Azor. However, the new super plus double-edged razor provides maximum benefits for consumers because it is affordable and can shave sensitive skin. It can serve multiple purposes, and customers with soft skin can use it without suffering rashes or cutting themselves. No other company has developed such a product; hence it creates value for consumers because and meets needs that they did not previously know existed. Men of all ages will use the Gillette super plus double-edged razor. The market for the product is large because Gillette has maintained a strong brand over the years. The new supper plus blade is beneficial to consumers because it is easy to use and the best product; hence it offers the best solution to customers.
Distribution Channels
Gillette will utilize multiple channels to distribute the new razor. These include e-commerce which is the Gillette website, social media, direct sales, retail, wholesale distributors and sales agents. Different distribution channels ensure that consumers of different ages will be reached. Hence there are no possible consumers left out. Consumers can also acquire the new super plus double edge will purchase the new product with convenience based on individual needs. Gillette will ensure that there is a minimum conflict between consumers and distribution channels because of prices; hence the company will establish relations with the distributors. Gillette will provide good relationships with the distribution channels through the provision of marketing funds or any other required resources to run campaigns, generate leads and promote the product.
Introduction of the new product in the market
The late supper plus safety razor introduced through different social media platforms, Gillette’s website, search engines, campaigns, and emails. Advertising of the new product will seek to improve awareness and educate the customers about the new product. To ensure effective advertising the campaigns, the team will focus on content creation, market segmentation and relating to the needs of different customers. Adequate research and development will ensure focus on customer needs and preferences and the production of value by identifying needs. The adverts will provide sufficient information on the product including specific instructions on how to use the new shaving razor and how to use different parts. Sufficient information ensures that consumers have adequate information to answer necessary questions asked by consumers about the new shaving product. Strategic advertising also shows customers that the new shaving product is adding value to their lives and in this case, it provides better shaving services by protecting customer skin and avoids cuts.
Four Ps of Marketing
The four Ps which are the product, price, promotion, and place ensure that organizations create a balance between the needs of the seller and consumer.
Product: The product is Gillette Super Plus Double-Edged safe shaving blade. This product is new to the market and seeks to meet the needs of customers. It aims to create better experiences when shaving and reduce pain caused by cuts. It has a double edge that enables a longer usage life. It is beneficial to the customer because of the better price and quality for maximum benefits. The user does not need to sharpen the blade because the safety razor is designed for short-term use and it is disposable. The new blade is a premium product hence caters for the needs of the consumer adequately because it is designed for maximum benefits. It is a premium product because it has a wide curved blade that increases safety while shaving. The safety razor will be packed in a better case that allows the user to pack until the product ceases to be used. It is kept in a plastic clear paper board, and the inside has a soft pillow to prevent rusting of the blade and increase security.
Price: the super Plus Double-Edged safety razor will be sold at $12.00. The is because it is a premium product with additional parts that include a super comfortable plastic handle, wide blade on both sides, pivot heads, a lubricating strip, and a skin guard. It also allows a flow through the cartridge and a water activated moisturizer. The parts of the super are quite costly hence the high price although it creates high value to the customers. It has additional features when compared to other Gillett safe shaving razors.
Promotion: Gillette advertisements will target both youths and aged (Foust, n.d. ). The new product will be advertised through different media including social media, Tv adverts, print, websites, and billboards. It will also sponsor sporting events such as football, baseball or rugby and use celebrities’ stars to embrace the new product. Social media is a vital marketing tool because it will help to reach a broad market and contribute to acquiring feedback about the product. Engaging with customers on social media will help gain adequate information on customer needs and preferences.
Place: The company will use different organizations primarily in the sporting industry to promote the new premium safety razor. The new blade will be developed in events by sales individuals and also organize community events that increase interaction with the community hence increased awareness.
5 C’s of Marketing
The 5 C’s of Marketing are used to evaluate the company, customers, competitors, collaborators, and climate (Farooq, 2019). The consumers are men who want to have better experiences in shaving. Customers have different shaving needs; hence the new shaving razor will be appropriate for consumer needs. Gillette has adequate resources and capital to produce the Gillette Super Plus Double-Edged safe shaving blade at affordable prices. Employees are also trained to create the product using advanced technology. Competition is high in the shaving razor production industry because it is for new entrants. Gillette can collaborate with other companies in P& G like Oral -B to provide advanced services and provide gifts for the new safety razor customers with toothbrush gifts. Gillette exists in a competitive business climate although it has managed to build a strong brand and a community of loyal customers.
Segmentation, Targeting, and Positioning (STP)
Advertising for the new product will target the youths in the sporting industry. The target for the unique position is to distribute the product in different locations in the world. These will result in More than 2 million profits in 6 months. The new product aims to satisfy the shaving needs of customers using advanced technologies and innovation to create better experiences (Segmenting and Targeting Your Market: Strategies and Limitations, 2011). Gillette seeks to serve the community by engaging community members and programs that support the welfare of the city.
Short Term and Long-Term Measures
The following objectives will measure the success of the marketing strategy.
- To improve brand loyalty.
- To enhance customer engagement
- To drive sales
- To increase customer satisfaction
- To increase competitive advantage
- Increase market shares
- Enhance customer relationships
- Improve internal and external communication
- Increase profits
- Improve stakeholder relations