Gillette Marketing Plan

Gillette Marketing Plan

Gillette's $9.2 billion global business began on September, 1901 by the name of "American Safety Razor Company. In 1902 it was names Gillette Safety Razor Company. The Gillette Company today is the global market leader in nearly a dozen major consumer products categories, principally in the grooming, alkaline battery and oral care businesses. It is the largest known company for producing razors and other shaving products. The five different business units Gillette focuses on are Blades & Razors, Duracell, Oral Care, Braun and Personal care. This project deals with the production of a disposable razor with incorporated gel. Gillette is the largest well known company for producing razors. The company receives the greatest profits from that operation. Gillette sells products in over 200 countries and has approximately 28,700 employees, 70& from which are outside of the US. Manufacturers operate at 31 facilities in 14 countries and 40% of sales come from NEW products for 11 consecutive years.

The Gillette Company's Vision is to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than their competition. This Vision is supported by two fundamental principles that provide the foundation for all of our activities: Organizational Excellence and Core Values.

Organizational Excellence is accomplished by superior and continually improving performance in every area and at every level of the organization. Gillette's performance should be guided by a clear and concise strategic statement for each business unit. Excellence requires hiring, developing and retaining a diverse workforce of the highest caliber.

The three core values that define the ...

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...ategic direction of the company of holding the leadership position n the grooming market. Also, this strategy will fit with Gillette's major, sustainable, competitive advantage of being an industry innovator (3). Manufacturing the "Sensor 3 Gel" will add value to the organization, as it will reposition the Gillette Company as the undisputable industry leader.

The "disposable razor" target market will be male population across the world. In 2002 more than 1.7 billion men over 15 years old removed hair daily with over 80% using a blade and a razor (2). These numbers show that there is a large market for razors worldwide. The "disposable razor" will first be manufactured with a regular shave gel to appeal to a large group of men. But in the long run, new and more focused groups will be targeted. Different shaving gels for different type of skins will be introduced.