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The Gillette Company: an Assessment of Past Performance and Future Outlook for the Brand

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Running Head: THE GILLETTE COMPANY

The Gillette Company: An assessment of past performance and future outlook for the brand
Yinka Daramola
National University, CA
November, 2014

Abstract 3 Organizational Overview 4 Case Breakdown 5 Challenges 7 Market Impact 10 Projected Outcome 11 Question 1: Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next? 12 Question 2: Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. 13 Question 3: Can Gillette ever become as successful at marketing to women? Why or why not? 14 Summary 16 References 18

Abstract
This paper seeks to analyze the super-brand Gillette. It discusses its history, strategic growth techniques, and current global success metrics. The methods used to gain and maintain market share are scrutinized, along with the impact of its current alliance with the Procter & Gamble Company on its growth. The current product life cycle stage is identified, and suggestions are made regarding approaches to maintain and grow its global market share.

The Gillette Company: An assessment of past performance and future outlook for the brand
Organizational Overview
Founded in 1903 by King C. Gillette and Will Nickerson as an innovative approach to improving men’s daily shaving experience, Gillette is now over 110 years old. Still best known today as a shaving razor brand, Gillette has evolved with time from offering a single product for men, into producing and marketing multiple diverse products in different markets to both men and women. Historically, Gillette expanded by acquisition into stationery/writing instruments (1955), toiletries/aerosols

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