Gillette Marketing

Gillette razor corporation was founded in 1901 by force Camp Gillette as the American Safety Razor fellowship. In 1895, musical composition working as a salesman for Gillette envisioned an inexpensive, double-edge blade that could be clamped over a dole out and simply disposed of when the blade dulled. Gillette spent many years searching for an inventor or address that could help him in making the dream a reality. Many concourse told him it couldnt be through with(p) but in 1901 William Nickerson, a Massach use of goods and servicestts Institute of Technology educated machinist, took on the task aid with the designs provided by Gillette. point of intersectionion of the razor started in early 1903 and in October of the same year, the newly renamed, Gillette Safety Razor Company began advertize and selling their razor sets for $5 each. Additional blades sold for $1 for xx As we mentioned sooner King Gillette vision was to make the shaving experience simpler, safer, inexpensi ve and time saving. The Gillette Company is globally cogitate on consumer products marketer that seeks competitive advantage in quality, personal care and personal use products.On their very(prenominal) beginnings Gillette Company was mainly focus on mens grooming products in 1902 they introduced the first safe razor using a disposable blade and they started announce their product with the first ad appearance in a magazine. By 1908, Gillette Company started operating not solitary(prenominal) in U. S. but besides in Canada, England, France and Germany. Around this time they introduce their second best denote campaign which was the face of Kings Gillette on each of their razors pack.This advertising campaign was very happy on countries outside of U. S. because people recognized the face of Kings Gillette and they referred to them as the king with the mans face. During the following twenty years the union kept introducing new products with new technology. By 1939, the famil y developed a sports advertising campaign and they purchased the radio broadcast right to the World Series. Later on, in 1942 the confederacy sponsored a assort of sport advertising which they called Gillette Cavalcade of Sports. This included the orange bowl, the sugar bowl, and the Kentucky Derby which according to the company history website this sports advertising programs, remained an important vehicle for Gillette advertising. Later on, around 1970s the company developed a new advertising campaign to advertise their product line of Right Guard and soft & dry deodorants and Adorn and gabardine Rain hair sprays. The company continues introducing innovation in shaving technology, and at the same time underdeveloped new ad campaigns to emphasize the more profitable shaving systems over disposable shavers.Around 1990, the company fixed to change a little bit their target market so they introduce the Gillette Venus Vibrance, which is the womanly version of the M3 power Venus b lades for man. The introduction of female razors was very positive for the company, but this was not the only(prenominal) new program development that Gillette Company will have. Around the same year Gillettes company acquired four successful U. S. divisions, and those were the personal care division (Oral-B product care),the Toiletries Division (right guard deodorant and antiperspirant), the idea Mate Division and The Safety Razor Division.These divisions did help the companys revenues but most of the companys revenue was generated by the razors division. The company found sport advertising campaigns to be very successful so around the year of 2005, the company introduce a new advertising campaign featuring sports champions much(prenominal) as Tiger Woods, Roger Federer and Thierry Henry to announce the new Gillettes new product line. Fusion Gamer deliverer and the line of this campaign was prepare to be your best today. this advertising campaign was very successful not only i n U. S. but also in many different countries. In addition, to this campaign the company also introduced multimedia advertising, store promotions, direct marketing, sponsorships and celebrity television commercials for instance Jennifer Lopez, she is the celebrity that advertises the Venus Razor. another(prenominal) important advertising that Gillette Company introduces is their web page. In this page the company introduces their line as be a G man means taking pride in grooming to help you impression, tone and be your best.So here people can find their products, Gillette science (innovations of the product, from then to now), and product coach, for man and women. Product coach is a very interesting feature, because guys can play with this picture and see how they might look with certain type of beard color or hair color and it is also available for women, so they can also choose how they want to look. One of the most recent successful advertising campaigns that Gillette introduced was the teenaged Guns, with Ray Rice, Kyle Busch, Evan Longoria, Carlos Gonzales, Matt Ryan and Denny Hamlin.This current promotions are focusing on Young man, so this shows that Gillette is not only focus on targeting older man, they are focus on personal care and personal use product for man and women of different ages. Gillette has an incredible amount of the market share of disposable razors. Gillette holds 72% of the market, while their closest competitor, Schick has a mere 18 % and the number 3 company, Bic has 6%. When compared all other brands in the world, through 2010, Gillette is ranked 13th according to Interbrand. com. They currently have a brand value of 23,298,000,000.