Analysis of Gillette

A company's brand is defined by the strategy they set up to persuade consumers to purchase their particular product. Simply put, the brand strategy is the meaning behind why the brand is relevant to the marketplace. The more powerful the advertising and marketing conceptualizations, the more consumers will be loyal to the brand. The company must be able to define the strategy through the viewpoint of the dimensions of the quality of service, which are: reliability, responsiveness, assurance, empathy and the tangible aspects of the product. Consumers need to understand the brand, its purpose and the service the product will provide.  Companies need to be able to adapt when market conditions change or alter as consumer preferences tend to shift. The types of products a company offers must be defined within a specific character or celebrity endorsement, slogan or jingle and of course, brand name.  

One brand that consumers are loyal to is Gillette. Gillette produces several different types of razors for shaving. Gillette's brand is built around innovative, convenient products that are effective for the predominantly male consumer. From shaving creams, foams and gels to aftershave lotions, Gillette has been able to profit from the very art and style of shaving. Gillette's brand strategy, in essence, was to redefine men's grooming. 

Gillette has prided itself on providing guidance for today's male for a rewarding shaving experience through a series of techniques. "Science fuels every Gillette item and they are consistently breaking new ground in technological advances within the realm of shaving" (Gillette, 2013). Their brand strategy speaks to the male having a comfortable shave. Gillette has raised the bar against its competitors in its labeling, packaging, product line, and closing the gaps (i.e. communications, delivery, knowledge, and standards) associated with product branding. 

Gillette has been able to bring to the forefront several different types of razors that its competitors have not been able to capitalize on such as the Gillette Fusion, considered to be its "most advanced blade ever with thinner, finer blades" and The MACH3 Turbo Razor that combines the manual system of a regular shave with a turbocharged anti-friction gliding technology (Gillette, 2013).  These specified products have made Gillette a worldwide brand.  

Gillette occupies the most prevailing position of the razor blade class. There is essentially no substitute and this is particularly because even though Gillette has reached its pinnacle within the market, their heavy-hitting marketing and advertising over the years has been a bold force within the sanctuary of consumer loyalty. Good tactics and innovative creativity within the lane of consumer goods has allowed Gillette, owned by Procter & Gamble to become one of the best marketing companies in the world due to the utilization of social media networks such as Twitter (Ritson, 2009). Gillette's contribution to packaged goods has been and continues to be formidable.

Other razor brands such as Braun and Schick have not been able to withstand the force that Gillette holds over the market. It has been a marketing strategy targeted towards men mostly that has allowed Gillette to stampede over the others. "The secret to getting so many men to pay so much has been carefully targeted areas of consumer dissatisfaction" (Moran, 2011, para. 1). In other words, Gillette analyzed the reasons why men were unhappy with other razor brands and designed products that would capitalize on the dissatisfaction. Gillette listened to the consumers and effectively used the gap model as a result.  Branding "is one of the most important aspects of business, large or small" (Williams, 2013, para. 1) and Gillette has undeniably taken the reigns. It could be said that Gillette is the brand men think of when they are seeking a razor.

References

Gillette. (2013). Home. Retrieved from http://www.gillette.com/en/us/home.aspx

Moran, J. R. (2011, September 30). Can Gillette disrupt itself? Innovation Excellence. Retrieved from http://www.innovationexcellence.com/blog/2011/09/30/can-gillette-disrupt-itself/

Ritson, M. (2009, June 23). 5 reasons Gillette is the best a brand can get. Branding Strategy Insider. Retrieved from http://www.brandingstrategyinsider.com/2009/06/5-reasons-gillette-is-the-best-a-brand-can-get.html#.UQsiLR072Ag

Williams, J. (2013). The basics of branding. Entrepreneur. Retrieved from http://www.entrepreneur.com/article/77408#