Question

Recommend one step with five justification how gillette can improve their website of 7cs aspects 1000 words

Answer 1

• Gillette entered the Indian market in 1984 and launched its newest triple-blade system, Mach3 in 2004, sales were flat for a long time

• The product did not go through any changes and kept its key features - such as long lasting diamond-like coating blades, 'PowerGlide' smoothness, ergonomic handles, pivoting precision heads - and premium price, which was 10 times more than its two-blade competitors

• Gillette's success in India hinged on its capacity to innovate. Firstly, it used innovative ways to communicate with its consumers in 2009 in order to attract a once indifferent segment.

• Through a creative use of traditional ads and marketing campaigns that supported the launch of the new Gillette Mach3, Gillette was able to change consumers' indifference towards shaving and create a true momentum for its products. In this way, Gillette shifted from a market-driven to a market-driving approach.

• Secondly, in 2010, Gillette did something the Harvard Business Review described as "reverse innovation" to develop a product that would satisfy the needs of the lower income customer.

• After failing to gain significant market share in India by selling its lower and mid-tier American razors in different packaging, Gillette adopted a different approach. It went back to the source by making significant investments in market research to better understand the needs and preferences of target consumers.

• First, drive profitability. Market share might have reached its zenith, but that does not mean your margins can’t be squeezed. And squeezed tight.

• Second, pratice positive cannibalisation. Gillette launched its five bladed Fusion line in 2006 with a 40% price premium over Mach3, its previous three bladed offering. Despite the fact that both lines generate significant profits, with such a huge share of the shaving market it makes more sense for Gillette to focus its marketing resources on switching its own customers from Mach 3 to the more profitable

• Third, drive uage . Don’t fall in love with steps one and two that I listed above. They are good tactics, but don’t make the classic marketers error of overlooking the easiest and most powerful driver of profitability. It might sound less sexy than increasing share or price point – but believe me – increasing consumer usage of a brand has always been the number one way to fuel profitability

• Fourth, don’t just sit there. Extend the brand You have a billion dollar brand equity – use it to enter and take control of other related categories. For Gillette that has meant a successful foray into the “software” side of shaving with up to a 50% share in the shaving cream category in many countries and a growing slice of deodorants and shampoos too.

• Finally, stay frosty. Today’s market dominator could end up being tomorrow’s has-been brand. The vast majority of spend on consumer goods marketing is spent defensively to maintain share, not grow it. No surprise therefore that Gillette is one of the brands linked to the hottest TV series of 2009 – the second series of True Blood from HBO. Their fictional tie-in campaign shows a vampire endorsing Fusion as the best shave for the undead.

• 7 cs are Context, Content, Community, Customization, Communication, Connection, Commerce

  • “Welcome Back”—aimed at online rivals

  • A few years ago, Gillette lost part of its market share to rivals Harry’s and Dollar Shave Club. These brands promised to deliver cheaper razors to customer’s homes.

  • As a result, Gillette’s sales took a hit

  • The Gillette campaign is a lighthearted way of bringing that core message of quality to life, but through the lens of real guys

• Teaches Men How to Shave Different Body Parts Through Videos

  • The brand taught customers how to shave different parts of their bodies.It created tutorials in you tube.

    • Uses Top Athletes to Promote Its Brand

  • Use sports celebrities as the face of your campaign.

  • Lionel Messi and Roger Federer shaved in a locker room, with an array of Gillette razors

    • Sells the Gillette Experience by Showcasing Bold, Sexy and Confident Men

  • Gillette advertises shaving in a unique way.

  • Shaving isn’t just simple grooming.

  • Its related to success and achievement. A man shaves because he wants to prepare for success. He wants to be get the ladies, ace the job and be confident.

Gillette succeeded in connecting online with women and younger even if older men didn’t like it.