However, this is not always the case, in price-sensitive markets, the company had to come out with the disposable range of razors priced at what the market could afford. This proves the consumer-centric approach of the company. With the might of P&G to back it, Place is not an issue for the brand. In fact, the distribution of the products is based on the geographical location. In the developed countries where sales & distribution is organized, the company has great depth of SKUs available while when it comes to the developing countries, where sales and distribution is unorganized, the number of SKUs is limited to those that would suit the environment. The last but not the least is the Promotion the company adopts. Once again it is derived from the vision. The vision speaks of consumer value and this is reflected in the tagline the company has adopted- “Gillette, The Best a Man Can Get”. It has also invested heavily in advertisement with big international stars endorsing the brand. All in all we see that today Gillette is where it is because it has understood what the consumers want and that is based heavily on R&D and New product development. Every action is based on the vision the company has and this has led to the current position, where it has such a strong connection with the consumers that they are willing to pay the high premium/mark-up. Gillette's Marketing Strategy.
“5 Reasons Gillette Is The Best A Brand Can Get”. JUNE 23, 2009. Web. may 08, 2011. <http://www.brandingstrategyinsider.com/2009/06/5-reasons-gillette-is-the-best-a-brand-can-get.html>
“Gillette”. Web. may 08, 2011 <http://finance.mapsofworld.com/brand/value/gillette.html>
“Bad month for Woods and Gillette’s brand ambassadors” 30 Nov 2009. Web. may 08, 2011 <http://www.promisecorp.com/blog/?p=778>
“Slogan & Jingle List” Web. may 08, 2011 <http://www.taglineguru.com/sloganlist.html>
“Brands en route” Web. may 08, 2011 <http://www.themanagementor.com/kuniverse/kmailers_universe/mktg_kmailers/Blueprint1.htm>
“Top 10 Biggest Price Markups” Web. may 08, 2011 <http://www.toptenz.net/top-10-biggest-price-markups.php>
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