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Gillete/ Starbucks Case Study - Book Report/Review Example

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Gillete/ Starbucks Case Study

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). ...
According to Cavanaugh and Crook (2010), it would affect the market impression since women are the ones particularly offended by what he did. Since women are already buying the product and it can affect the image of the brand, Gillette announced to limit his role when it comes to their marketing campaigns (Dorman, 2009). 3. Can Gillette ever become as successful at marketing to women? Why or Why not? Yes. Cosmopolitan mentioned that 30% of women are prone in using razors which are made for men (Davis, 2011). It is also stated that women shaved more surface area, 18 times to be exact, compared to men. With these reasons, Gillette can be confident that there is a potential market to women when it comes to their products. On the other hand, the razor that will be introduced to women should have the same blades like what the men's razor has. It was found out that women prefer men’s blades because they are sharper (Davis, 2011). It can also be a good innovation if they can provide different styles with different features so that women who have various preference can choose what they want. Since Gillette is known for innovations for catering the needs of the market, it will not be difficult for them to build a good marketing image and brand to the market of women. References Cavanaugh, M., & Crook, H. (2010, January 5). Tiger woods controversy affecting the golfer’s brand name. [Web log post]. Retrieved from 2010/jan/05/tiger-woods-controversy-affecting-golfers-brand-na/ Davis, D. (2011, November 3). Do you use a men’s razor? maybe you shouldn’t. [Web log post]. Retrieved from /beauty-blog/women-use-mens-razor-venus-110311 Dorman, L. (2009, December 12). Gillette to limit role of tiger ...Show more


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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Gillete/ Starbucks Case Study
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