2011

Habib ur Rehman HITEC University

[ Gillette MACH3 Turbo ]

In the presented document presenter is going to write down marketing strategy elements of the product. And document also includes the practical applications of each theory in the context of Gillette MACH3 Turbo Razor.

Marketing Trends in Pakistan

Executive Summary:
The report includes marketing strategy elements about the product Gillette Mach3 turbo razor. This is product of Gillette Company. Marketing strategy elements in context of Gillette Mach3 turbo are discussed in this report. This report also includes different marketing strategies like generic marketing strategy, product mix strategy and market position strategy which are explained in different books and internet web sites which are mentioned in appendices.

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Table of Contents:
Executive Summary:..............................................................................................2 Table of Contents:..................................................................................................3 Introduction:.......................................................................................................... 3 Mission Statement of Gillette:................................................................................4 Vision:.................................................................................................................... 4 Core Values:...........................................................................................................4 About Gillette:........................................................................................................4 About Gillette MACH3 turbo:..................................................................................5 What People Are Saying: .......................................................................................5 Gillette MACH3 Turbo Razor for Men: ................................................................5 PowerGlide Smoothness: ...................................................................................5 Precision: ........................................................................................................... 5 Segmentation, Targeting and Positioning of Gillette MACH3 Turbo ......................5 Market Segmentation: .......................................................................................5 Marketing Mix of Gillette MACH3 Turbo ................................................................7 Product:.............................................................................................................. 7 Price: Promotion: ...............................................................................7 ..........................................................................................7 Place: ............................................................................................................... 7 10.4.1 Promotional Activities: .........................................................................8 Generic Marketing strategy:..................................................................................8 Product Mix Strategy:.............................................................................................8 Marketing position Strategy:..................................................................................8 .............................................................................................................................. 8 Conclusion:............................................................................................................ 9 Appendices:......................................................................................................... 10

Introduction:
This report is about the product Gillette Mach3 turbo razor. This is product of Gillette Company. Marketing strategy elements in context of Gillette Mach3 turbo are discussed in this report. Gillette is a brand of Procter & Gamble currently used for safety razors, among other personal care products. The Gillette Company, a leading global supplier of products under various brands, which was merged into P&G in 2005.
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Mission Statement of Gillette:

The Gillette Company is a globally focused consumer products marketer that seeks competitive advantage in quality, value-added personal care and personal use products. We are committed to building shareholder value through sustained profitable growth.

Vision:
The Gillette Companys Vision is to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than our competition. This Vision is supported by two fundamental principles that provide the foundation for all of our activities: Organizational Excellence and Core Values. Attaining our Vision requires superior and continually improving performance in every area and at every level of the organization. Our performance will be guided by a clear and concise strategic statement for each business unit and by an ongoing Quest for Excellence within all operational and staff functions. This Quest for Excellence requires hiring, developing and retaining a diverse workforce of the highest caliber. To support this Quest, each function employs metrics to define, and implements processes to achieve, world-class status.

Core Values:
As we work toward our Vision, three core Values define the way we operate:
1.1. Achievement

We are dedicated to the highest standards of achievement in all areas of our business. We strive to consistently exceed the expectations of both external and internal customers.

5.2. Integrity
Mutual respect and ethical behavior are the basis for our relationships with colleagues, customers and the community. Fair practice is the hallmark of the Company.

5.3. Collaboration
we work closely together as one global team to improve the way we do business every day. We communicate openly and establish clear accountability for making decisions, identifying issues and solutions, and maximizing business opportunities.

About Gillette:
Gillette has been at the heart of mens grooming for over 100 years. Each day, more than 600 million men around the world trust their faces and skin to Gillettes innovative razors and

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Marketing Trends in Pakistan shaving products. This commitment to giving men the very best is carried into our line of personal care products, including deodorant and body wash. All designed for the unique needs of men helping them to look, feel and be their best every day.

About Gillette MACH3 turbo:

The Gillette MACH3 is a line of safety razors produced by Gillette and introduced in 1998 after more than $750 million in research and development costs. The three blade design is marketed by Gillette as allowing for a shave with less pressure to the skin and with fewer strokes, thereby reducing skin irritation. While many customers do experience greater comfort with the three-bladed models, some individuals, depending upon skin and beard type, have experienced increased irritation or razor burn as the number of blades has increased.

What People Are Saying:

Gillette MACH3 Turbo Razor for Men:
Since my husband went "slick" headed, this is by far the only razor he will buy, and as for my opinion, I love it when he is clean shaven, very soft and smooth! Wouldnt choose any other!

PowerGlide Smoothness:
Gillette's 3 Blade Shaving Surface Technology with Anti-Friction razor blades gently glides across your face with incredible shaving ease and outstanding facial hair removal. With a shave this smooth, comfort is a slam-dunk.

Precision:
A forward-pivoting razor head with 3 progressively spaced blades and 10 Microfins on the cartridge helps deliver a smooth shave by gently following every curve of your face. A razor this comfortable will keep you on top of your game.

Segmentation, Targeting and Positioning of Gillette MACH3 Turbo

Market Segmentation:
Gillette Mach 3 Turbo has been particularly produced for higher income consumers. Thus, we see that income segmentation has been the main factor when Gillette decided to segment the market. Mach 3 Turbo has also been successful in those countries where the major segment of the population considers shaving to be a desirable activity and the means to look clean and sophisticated for example India and America. Thus, this type of international segmentation has also benefited Mach 3 Turbo. Another interesting to note is that, Gillette after seeing the success of the Mach 3 Turbo, decided to offer a similar product for women. Thus, Venus

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Marketing Trends in Pakistan Power came into existence. So, Gillette also gender segmentation.
1.2. Target Marketing:

Gillette Mach 3 Turbos market segment has proved to be extremely attractive and profitable for the company. The segment size is increasing at a rapid pace in India and America. Furthermore, the segment is made more attractive because of the fact that there are no strong and popular competitors of Mach 3 Turbo. This has provided Mach 3 Turbo with a lot of market power. Substitute products like shaving machines are not considered as suitable enough to replace Mach 3 Turbo. The high price of Mach 3 Turbo proves that customers do not have enough power to reject the product and that the company is in a far stronger position than its suppliers and its customers. The companys objective that Mach 3 Turbo should be considered by the customers as the best shaving product has been complimented by the investment of a lot of money in the product in terms of increased promotion and advertising.
1.3. Selecting Target Segments:

MACH3 Turbos marketing strategy was differentiated marketing from the beginning. Gillette wanted to differentiate it from other shaving products and to target several market segments. Some segments purchased Mach 3 Turbo because of the income factor. Some did because of their preferences and particular lifestyles. Gillette converted Mach 3 Turbo into Venus Power just in order to cater to the segment of women users. So, Gillette designed separate offers for different market segments.
1.4. Positioning For Competitive Advantage:

MACH3 Turbos position in the market place is extremely strong and secure. Consumers definitely consider it a superior shaving product compared to other products. One can definitely say that it occupies a unique position in the minds of those consumers who want to have an extremely close and smooth shave. If we analyze the position of Mach 3 Turbo on a positioning map, we will see that due to its higher price, it will be situated on the upper portion of the map. As far as luxury and performance are concerned, Mach 3 Turbo is more inclined towards performance due to its three blades and other product features. These product features have provided Mach 3 Turbo with a strong competitive advantage. The value proposition of Mach 3 Turbo is definitely more for more. Extra product features have prompted Gillette to charge a higher price. Finally, I think that Mach 3 Turbos positioning statement should be: To those people who want to get up in the morning with a desire to succeed in this world, Mach 3 Turbo is a three blade shaving product with extra features that allows you an extremely smooth and close shave which lasts for the whole day.

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Marketing Trends in Pakistan

Marketing Mix of Gillette MACH3 Turbo

Product:
MACH3 Turbo Razor. Turbo Charged Performance. New triple cutting surface. Switch your shave into overdrive. The Gillette MACH3 Turbo razor combines sophisticated shaving technologies that work together as a manual system to deliver a close, comfortable shave. Turbo charge your style and make shaving a high performance activity. The Gillette MACH3 Turbo razor combines Gillettes 3 Blade Shaving Technology with Anti-Friction blades that gently glide over your. Its pivoting razor head with 10 Micro fins follow every contour on your face for outstanding comfort and closeness. A lubricating strip on the razor head gradually fades to white, to indicate when you are no longer getting an optimal shave. The Gillette MACH3 Turbo razor: The triple threat.

Price:
Introductory price $3.29 Now Using additional P&G distribution channel Hub and spoke approach 20 hub cities and spokes are Tier 2 and Tier 3 cities MACH3 Turbo Razor have high price according to its quality.

Place:
MACH3 Turbo Razor is sold through retailers.

Promotion:
Promoted on TV, magazines and newspapers, Gillette has a long history of promotions for its products, especially towards young men. Current promotions include sponsorship of sports events such as the Rugby League Tri-nations. Gillette also ships a razor to males in the United States around the time of their 18th birthday; as of 2010 Gillette has been sending the Fusion ProGlide. Recently Gillette used Brett Hollands in Gillette Mach 3 commercial. Athletes such as Roger Federer, Tiger Woods, Shoaib Malik, Derek Jeter, Thierry Henry, Kenan Sofuoglu, Park Ji-Sung, Rahul Dravid, and Michael Clarke are sponsored by the company. There were calls to boycott Gillette products given their association with Thierry Henry, after a handball by Henry went undetected by referees and allowed France to knock Ireland out of a major football competition. Marketing experts have highlighted "the curse of Gillette", given the mishaps that happen to sports stars associated with the brand. Endorsed by eminent sports personalities Used sports as a major promotional vehicle Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully

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10.4.1 Promotional Activities:

10.4.4.1. AIDA Model:

They are using AIDA model as follows: Attention: by advertisement Interest: by features Desire: admiration by opposite sex Action: purchasing

Generic Marketing strategy:

Gillette is using Product differentiation strategy for MACH3 turbo.

Product Mix Strategy:

Because of Its medium quality and price, Gillette MACH3 Turbo falls in average quality box.

Marketing position Strategy:

Gillette is providing a product of quality and charging an equivalent price so they are using prestige good strategy.

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Conclusion:
This assignment is designed to provide an overview of marketing strategy elements about the product Gillette Mach3 turbo razor. The strategies which are explained include segmentation, targeting, positioning and marketing mix of Gillette MACH3 Turbo. If you want more information relating marketing strategic elements of Gillette MACH3 Turbo, you should check the web site those are given in appendices.

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Appendices: Web sites referenced:

Gillette MACH3 Turbo, Retrieved October 11, 2011 from http://www.gillette.com/ Mission Statement, Retrieved October 20, 2011 from http://manonamission.blogspot.com/ Farid, M.G. (2009). Brett Hollands in Gillette Mach 3 commercial, Retrieved October 12, 2011 from http://www.youtube.com/ http://www.4shered.com/marketingtechniques/dictionary.pdf

Books Referenced:
Kotler and Keller. (2008). Marketing Management. 10th Edition, pp. 157-187 Pearson.

Notes Referenced:
Daily lectures delivered by Mr. Majid Aleem.

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