MARKETING REPORT: GILLETTE

Marketing Report: Gillette



Abstract

The paper provides a deep routed marketing analysis or audit of one of the most important global brands Gillette. An introduction to the brand along with its significant brand presence and global management remains the basic focus of the paper. Managing global brands successfully is not an easy task to conduct. The paper also reflects over the history of Gillette and the relevance of Porter's five forces to the successful management of global brands like Gillette. The paper will make the readers aware about important aspects related to the marketing efforts of Gillette.

Introduction3

Discussion3

Global Brand and International Performance3

Marketing Audit4

Global Presence and its Management5

PESTEL Analysis of Gillette6

SWOT Analysis of Gillette7

History of Gillette8

Porter's Five Forces9

Rivalry among Existing Firms9

The Threat of Substitutes Products9

Bargaining Power of Suppliers9

Bargaining Power of Buyers9

The Threat of Potential Entrants10

Conclusion10

References11

Appendix I13

Appendix II15

Marketing Report: Gillette

Introduction

The purpose if this paper is to make the reader aware about the significance of global brands. The leading hundred global brands are provided by the Interbrand. The brand selected for the purpose of discussion is Gillette. A marketing audit on Gillette will be conducted along with its international performance. Gillette is one of the most popular global brands being offered almost in every corner of the world. It remains extremely important for the students of marketing to analyze the performance and presence of global brands. The global presence of Gillette and its management will be discussed in the first phase of the report. Moreover, the micro and macro factors will also be discussed. The history of Gillette as a global brand will also be discussed. Porter's five forces will also be utilized for the purpose of analyzing the brand. The purpose of this paper is to make the reader aware about the management of global brands and their marketing activities.

Discussion

Global Brand and International Performance

Gillette is one of the most important brands related to the personal care category of Procter and Gamble. Previously it was owned by Gillette Company which merged with Procter and Gamble in the year 2005. King Camp Gillette is known as the founding member of Gillette Company in 1901. The Gillette Company became a global brand due to its overall marketing and management of the brand so successfully. Gillette is assumed to be one of the most important global brands because of its ability to invest heavily within international markets for a long period of time. Gillette focuses a lot over brand developments which are considered to be the basic reason of Gillette being one of the most popular global brands. International branding strategy certainly asks for substantial investments in brand development in order to make the brand more visible all around the globe (McKibben, 1998 Pp. 100-125).

Gillette has been able to perform internationally so well mainly because of the fact that it has headed the requirements of the market through creation of diverse range of products for the purpose of catering the demands of international customers. Gillette with its products like Sensor, Mach 3 and Trac ...