Hints of Gillette’s history
As you all know, Gillette is a brand that specializes in products for men. Specifically everything related to shaving and beard care.
It all began in 1901, when King C. Gillette invented the first razor that could be used independently by all men, who were thus not forced to go to the barber!
Currently, the company is pursuing a new product line, under the new Brand: King C. Gillette
Gillette chooses to honor its founder (King Camp Gillette) by also speaking to those men who have made beards a true way of life. Thus was born King C. Gillette a complete line for men’s shaving and grooming, rich in essential oils and the finest botanical ingredients selected from around the world.
For more details visit www.kingcgillette.it
Marketing strategy: keeping up with the times
It is important, in my opinion, to analyze how the company managed to perfectly target the two types of products, basing its strategy on solving a problem. On the one hand, the old but still relevant classic shaving line, and on the other hand, the line dedicated to the man with a full beard.
Gillette Product Line:
Classic Line: pushes mainly on skin problems and the fact that many men suffer from reddened skin after shaving. This gives rise to razors, creams, gels and shaving foams that provide an effective solution to the problem.
Lately the company has been using Christian Vieri as the company’s testimonial with the Shave like a Bomber campaign.
King line: a shaving gel, beard trimmer, neck razor blade, safety razor blade for trimming, cleanser, oil and conditioner are born. Basically, everything you used to be forced to do at the barber, you can now do yourself!
If you think about it, with this move, the company evolves and continues to remain the market leader in innovation!
Product positioning
The concept of positioning was introduced by Jack Trout in 1969 with his writing Positioning is a game people play in today’s me-too market place,” (“Positioning is a game people play in today’s market place”) later followed by two articles written with Al Ries and collected in the 1982 book Positioning: The Battle For Your Mind.
Market positioning refers to the ability to influence the consumer’s perception of a brand or product relative to competitors. The goal of market positioning is to establish the image or identity of a brand or product so that consumers perceive it in a certain way.
For example:
- A car manufacturer may position itself as a luxury status symbol
- A TV manufacturer may position its TV as the most innovative and cutting-edge
- A fast food restaurant chain may position itself as cheap
Brand Awareness: always valid over time
When we talk about Brand Awarenss we are basically talking about brand awareness. Gillette has been around for more than 100 years, and if it still manages to remain a market leader today the reason is because it never stops innovating, has positioned itself as an innovative and cutting-edge company, investing in improving its razors, producing new creams, shaving foams, and so on.
Gillette pays attention to a man’s needs and always manages to find the solution for every type of person!
The Fifth P: that of modern marketing
In the traditional marketing mix, there are basically 4 P’s and they are:
- Product
- Price
- Place (distribution)
- Promotion (marketing and communication)
The fifth P in the marketing mix is the initial of People.
A modern and effective approach to marketing involves people as the starting point. This means studying the buying process (buyer journey) of people, because it is through this study that we can identify who actually buys our product or service.
Here is how we can conceptualize the buyer journey:
- Awareness phase: the buyer realizes he or she has a problem.
- Consideration phase: the buyer defines their problem and considers options to solve it.
Decision phase: the buyer evaluates and decides on the right supplier to get to the solution
Why is the buyer’s journey important?
The buyer’s journey provides value to customers!
A big problem with traditional marketing is that it was not designed to help people and used tactics that demanded attention; advertising was designed so that it led people to believe they needed that product.
Today’s marketing, on the other hand, does not create the need; it intercepts it and offers you a solution!
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