Gillette Marketing Strategy

MARKETING STRATEGY

Sport marketing is a critical element of Gillette’s marketing strategy; the brand aims to reach all men and therefore aligns itself with musicians, video games, movies and sports. Gillette’s natural fit with baseball and tradition has helped the company connect emotionally with its core audience, and its sponsorship with Major League Baseball dates to 1939. ,

I’m an average fan of football which Gillette is a sponsor. The company sponsors Gillette Stadium, home of the New England Patriots, and is a corporate sponsor of the NFL, making four of its products, Gillette, Old Spice, Head & Shoulders, and Febreze, “Official Locker Room Products of the NFL.” Gillette’s partnership includes sweepstakes to win NFL game tickets, Web site promotions, and ties to the NFL, such as the presence of some NFL players in its commercials. Gillette also sponsors several NASCAR races and drivers and the UK Tri-Nations rugby tournament.

TARGET MARKET

Gillette’s product range caters to men’s personal grooming market. Their shaving gel products are meant for men who attach importance to personal grooming and skin maintenance.

Gillette targets urban, modern, appearance conscious male population in the age group of 20-45 years. Men with sensitive skins are special focus area of the product development team.

The market for shaving product is very competitive so Gillette needs to identify the segments and promote sensitive shaving gel to them. These segments can be selected on the basis demographics i.e. executives, young working men, and teenagers. These users want quality products for convenience and better shave.

Gillette’s positioning has always brought new products to cater to various market segments instead of changing a specific shaving gel repeatedly. Gillette’s strength lies in the superior quality of their shaving gels. It promotes