arrow5 Comments
  1. Bhavana Jaiswal
    Jun 23 - 3:10 am

    Another aspect of Gillette’s excellent brand management is it’s blue ocean strategy – extending its brand to Women. In doing so, they have created a huge new potential market for themselves – 50% of the population that was out of bounds for them as long as they were dealing with men alone. True, the market is nascent and a small chunk of their revenues; however the market itself has very few branded players, and even they are scattered in numerous categories – epilators, hair removal creams, etc. Considering that majority of women around the world (esp. the developing countries) still rely on waxing for body hair removal, Gillette has rightly recognized the potential in this market.

  2. Mark Jacobs
    Jun 23 - 1:58 pm

    Just to draw a parallel with the Pharmaceutical industry, the second Fusion blade off the production line cost 30 pence to make but the first cost $300 million (the amount Gillette spent on research and development, resulting in numerous new patents to deliver a product technically superior to anything previously available). Maybe P&G’s willingness to take risks and invest massively / far and above the competition in R&D / innovation to deliver superior products is another reason why they do well?

  3. brett
    Jun 23 - 5:49 pm

    Another brilliant thing is the timing of their ads. I just saw a new Gillette Fusion ad the other day featuring Tiger Woods and Roger Federer…it’s launch date is no accident, coming right at the end of the US Open and at the start of Wimbledon.

    Great ad, by the way, if you’ve never seen it. It’s more of a serious and inspirational ad than the last one I saw (set to “Staying Alive”) which fits with the championship theme they are working on. It also has a great song, “Dream Within a Dream” by Action Action.

  4. Will King
    Jun 24 - 4:57 am

    Gillette’s sales are down. Products are over-priced, over-bladed & over-packaged. The marketing is widely derided. If you believe it cost $US300m to develop the Fusion cartridge, well, carry on believing. We’ve grown King of Shaves Azor to 10% handle share in less than 12 months, with a fraction of market spend, & without recourse to the dubious endorsement of 3 – surely it should be 5 – sporting superstars. Having dialed itself into the top right hand side of the box, selling the most product, at the highest price, Gillette is going to have to reverse out of a consumer cul-de-sac, which is going to be a real challenge, given the US$57Bn price tag, and the need to make huge profit to pay this down. Neo took the Red Pill, hundreds of thousands of UK shavers are doing the same…perhaps Gillette was the best razor your Dad could get… But hey, I would say that, wouldn’t I!

  5. J. Akyas
    Jul 01 - 8:15 pm

    Two things I consider why Gillette is on the top. 1) They have done a good job at keeping up with technology and trends including styling 2) They have targeted almost all the classes of society leaving space for no other brand.

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