Stay Top Like Gillette

Let us see how the making of the world-famous Gillette brand happened.

In the late 19th century, when the trends for bread were declining and a more gentlemanly touch was coming to rise in media and advertisement, people were seeing men having a clean shave as the main protagonists like THOMAS SHELBY in Peaky Blinders. However regular shaving was not easy at that time because the instruments available lacked the touch to do the job properly and were mostly not at all safe. Men needed to go to the saloons just to get a proper shave which was a tedious task to go in every 2 or 3 days.

Enter our hero King Camp Gillette a salesman and inventor who introduced safety razors, razors that were clamped into a holder with blades that need to be used differently for each shave. Initially, the product was facing difficulties in the market but with World War soldiers were ordered to have their personal shaving set, and Gillette outperformed its competitors as others needed stropping. Hence Gillette had a competitive edge due to their product itself.

Gillette Marketing and Product Strategies

Since Gillette already had a competitive edge on the market due to their patent, the marketing strategies came with a lot of investment also. The advertisement was on radio, sporting events, TV shows, newspapers, and much more. The brand itself generated a name. Gillette advertisements were more keen on the safety of products and showed the necessity of shaving.

What was more unique to Gillette was its product strategy. Gillette wanted the customers to enter their ecosystem so they sold the cartilage (the blade/Razor holder) at a bare minimum price sometimes even at a loss then nicely sold the razors or blades at a much higher price than the profits were made and more and more people will get a feel of their product this is also known as cannibalizations strategy. When the competition became tight in the shaving industry Gillette maintained their hold at the top of the industry by making a new product like the 3-blade razor, the super blue blade, and cutting edge technology which improved their sales at a drastic level.

The slogan for Gillette itself was more focused on the appearance of the man quoting "The Best A Man Can Get ".

Product Range And Distribution Network

Gillette offers a wide range of shaving products to cater to different consumer preferences and needs. In addition to razors and blades, Gillette sells shaving creams, gels, aftershaves, and other grooming products. This diverse product range allows Gillette to appeal to a broad audience and capture market share across various segments. Even when they started they were also focusing on women for shaving their needs also. Gillette boasts an extensive distribution network that ensures its products are widely available across various channels. From brick-and-mortar retailers to e-commerce platforms, Gillette products are easily accessible to consumers worldwide. This strategic distribution network enhances brand visibility, drives sales, and strengthens market presence.

Conclusion:

Gillette's sustained success in the shaving industry is a testament to its strategic vision, innovation, and unwavering commitment to excellence. By staying ahead of the curve with groundbreaking innovations, leveraging its strong brand identity, executing impactful marketing campaigns, diversifying its product portfolio, optimizing distribution channels, and maintaining uncompromising quality standards, Gillette continues to set the benchmark for the industry. As Gillette embarks on its journey into the future, one thing remains certain: with its winning formula of innovation, brand strength, and consumer-centric focus, Gillette is poised to maintain its leadership in the shaving industry for years to come.