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Book Report/Review example - Gillete/ Starbucks Case Study
Pages 4 (1004 words)
Gillette Case Study 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? Gillette convinced the world with the message ‘more is better’ because they have already built a brand image out of that message…
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However, Gillette knows how to build the brand in a way that the customers will prefer durable razor than the disposable ones. Aside from that, the consistency of providing quality product also came in with their consistency message during ads. Like for instance, the commercial with Derek Jeter, Tiger Woods, and Roger Federer with the message “even in sports, five is better than three” (Tran, 2012). Hence, the consistent message is there. In relation, one of the possible next innovation for Gillette would be a razor that is solely for women. Thus, it would be another marketing strategy for them to cater another market, which is also known to be users of razors-the women. 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. Yes. Gillette has been known to be consistent when it comes to their brand image. In relation, the controversy of Tiger Woods, which is one of their spokespeople, will affect the marketing message that they convey to their market. Further, the endorser’s name is valuable to any product as a brand since it reflects to the market the consistency of the brand promise (Cavanaugh & Crook, 2010). ...
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