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    Tugas Individu Manajemen Pemasaran Soal B

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    Ambar Kusumaningsih
    Gillette has dominated the global razor market for over a century through continuous product innovation and highly successful marketing strategies. It introduced several breakthrough products like the Trac II twin-blade razor in 1971 and the Fusion six-blade razor in 2006. Gillette also uses extensive sports marketing partnerships and individual athlete endorsements to promote its brand image of quality and masculinity on a global scale. These marketing efforts, combined with high-quality products, have allowed Gillette to achieve a 70% market share and $8 billion in annual sales.

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    Tugas Individu Manajemen Pemasaran Soal B

    Uploaded by

    Ambar Kusumaningsih
    100 views3 pages
    Gillette has dominated the global razor market for over a century through continuous product innovation and highly successful marketing strategies. It introduced several breakthrough products like the Trac II twin-blade razor in 1971 and the Fusion six-blade razor in 2006. Gillette also uses extensive sports marketing partnerships and individual athlete endorsements to promote its brand image of quality and masculinity on a global scale. These marketing efforts, combined with high-quality products, have allowed Gillette to achieve a 70% market share and $8 billion in annual sales.

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    Gillette has dominated the global razor market for over a century through continuous product innovation and highly successful marketing strategies. It introduced several breakthrough products like the Trac II twin-blade razor in 1971 and the Fusion six-blade razor in 2006. Gillette also uses extensive sports marketing partnerships and individual athlete endorsements to promote its brand image of quality and masculinity on a global scale. These marketing efforts, combined with high-quality products, have allowed Gillette to achieve a 70% market share and $8 billion in annual sales.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    100 views3 pages

    Tugas Individu Manajemen Pemasaran Soal B

    Uploaded by

    Ambar Kusumaningsih
    Gillette has dominated the global razor market for over a century through continuous product innovation and highly successful marketing strategies. It introduced several breakthrough products like the Trac II twin-blade razor in 1971 and the Fusion six-blade razor in 2006. Gillette also uses extensive sports marketing partnerships and individual athlete endorsements to promote its brand image of quality and masculinity on a global scale. These marketing efforts, combined with high-quality products, have allowed Gillette to achieve a 70% market share and $8 billion in annual sales.

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    © All Rights Reserved
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    of 3

    Tugas Individu Manajemen Pemasaran

    Marketing Communication

    Terdapat 4 (empat) kode soal yaitu A, B C, dan D.


     Mahasiswa dengan nomor absen 1, 5, 9, dst mengerjakan soal kode A.
     Mahasiswa dengan nomor absen 2, 6, 10, dst mengerjakan soal kode B
     Mahasiswa dengan nomor absen 3, 7, 11, dst mengerjakan soal kode C
     Mahasiswa dengan nomor absen 4, 8, 12, dst mengerjakan soal kode D
    Jawaban ditulis pada ms. word sebanyak minimal 200 kata, dan dikumpulkan via Vinesa paling lambat
    tanggal 12 Nov 2019 pukul 24.00.

    SOAL Kode B

    Gillette knows men. Not only does the company understand what products men desire for their
    grooming needs; it understands how to market to men in different countries, cultures, and languages
    around the world. Today, Gillette holds a commanding lead in the shaving and razor business with a 70
    percent global market share and $8 billion in annual sales. More than 800 million men use Gillette
    products, helping to generate a brand value of $22.9 billion. Gillette’s mass appeal is a result of several
    factors, including high-quality innovation, extensive consumer research, and successful mass
    communications.

    Since the invention of the safety razor by King C. Gillette in 1901, Gillette has made a number of
    breakthrough product innovations. These include the Trac II, the first twin-blade shaving system in 1971,
    a razor with a pivoting head called the Atra in 1977, and the first razor with spring-mounted twin blades
    dubbed the Sensor in 1989. In 1998, Gillette introduced the first triple-blade system, Mach3, which
    became a billion-dollar brand surpassed only by the 2006 launch of the six-blade Fusion, promoted as
    “the best shave on the planet.” Today, the Fusion and Fusion ProGlide account for approximately 45
    percent of men’s razors sold in the United States.

    While Gillette has launched high-quality products, the company’s impressive marketing knowledge and
    mass marketing campaigns have helped it achieve international success. Traditionally, it uses one global
    marketing message rather than individual targeted messages for each country or region. This message is
    backed by a wide spectrum of advertising support, including athletic sponsorships, television campaigns,
    in-store promotions, print ads, online advertising, and direct marketing.

    Perhaps the most critical element is sports marketing. Gillette ads have featured baseball heroes such as
    Hank Aaron, Mickey Mantle, and Honus Wagner since 1910, and the company’s sponsorship of Major
    League Baseball dates to 1939. The brand’s natural fit with baseball and tradition has helped the
    company connect emotionally and literally with its core audience. Tim Brosnan, EVP for Major League
    Baseball, explains, “Gillette is a sports marketing pioneer that paved the way for modern day sports
    sponsorship and endorsements.” Gillette has formed strong ties to football as well. The company has
    sponsored the Orange Bowl, Sugar Bowl, Cotton Bowl, and Rose Bowl. Today, it spends $7 million
    annually to sponsor Gillette Stadium, home of the New England Patriots, and is a corporate sponsor of
    the NFL.

    Gillette has also sponsored boxing matches, NCAA Basketball, NCAA Football, NASCAR, PGA Tour,
    Champions Tour, LPGA Tour, and the National Hockey League. Internationally, the company has
    sponsored events such as the FIFA World Cup, the UK Tri-Nations rugby tournament, the Gillette Cup in
    Cricket, and Formula One racing. Greg Via, Global Director of Sports Marketing, explains, “We have an
    18-month cycle that starts with a brand strategy. We produce a lot of products on a global basis, and we
    try to holistically leverage our major partnerships. That requires a lot of planning and work. We’re not a
    company that is going to leverage a partnership with one commercial and one SKU. We wrap our arms
    around a partnership with TV, digital, social media and in-store promotions.” The company often
    integrates creativity into its sponsorships as well. For example, it transformed Zambonis into giant
    Fusion razors at NHL games to create the illusion that a Gillette razor had just given the ice a perfectly
    smooth shave.

    Gillette also partners with individual athletes to communicate its marketing messages and reflect the
    brand’s image. In 2004, the company signed soccer star David Beckham to appear in its advertising and
    promotional campaigns around the world. In 2007, it launched the Gillette Champions program,
    highlighting the athletic accomplishments of Roger Federer, Thierry Henry, and Tiger Woods. It has
    featured baseball superstar Derek Jeter, soccer star Park Ji-Sung, motorcycle champion Kenan Sofuoglu,
    cricketer Rahul Dravid, and several NFL players.

    While sports marketing is a critical element of Gillette’s marketing strategy, the brand aims to reach
    every man and therefore also aligns with musical acts, video games, and movies. In one James Bond
    film, Goldfinger, a Gillette razor contained a homing device.

    Gillette’s advertising has resonated well with consumers over the years and left behind some of the
    most familiar taglines in advertising history. Two of the best known are “Look Sharp, Feel Sharp” and the
    current “The Best a Man Can Get.”

    When Procter & Gamble acquired Gillette in 2005 for $57 billion (a record 5-times sales), it aimed to gain
    more than sales and profit. P&G, an expert on marketing to women, wanted to learn about marketing to
    men on a global scale, and no one tops Gillette. Today, shaving and grooming make up 9 percent of
    P&G’s total revenues, and razors are one of its most profitable businesses, with operating margins of 31
    percent.

    Questions
    1. Gillette has successfully convinced the world that “more is better” in terms of number of blades and
    other razor features. How did it do it? Why has that worked in the past? Will it continue to work in
    the future? Why or why not?
    2. Explain why Gillette’s sports marketing partnerships have been so successful.

    3. Some of Gillette’s spokespeople such as Derek Jeter and Tiger Woods have run into controversy
    after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing
    message? Explain.

    4. Will Gillette ever become as successful at marketing to women as to men? Why or why not?

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