Gillette are becoming one of my fave blogging brands. Came across another great example of them growing their core shaving business, on the back of earlier posts on their subscription service and actively encouraging trading up to the Fusion razor.
The latest example I spotted involves no new products. No new packaging. No extra cost to the business at all. What is it? Actively encouraging the growing trend of men to, er, shave all over. Not my scene. But then I don't really have a well-honed chest to show off.
There are separate drop-down guides to shaving your chest, under-arm (ugh), back and, wait for it..... your GROIN (owwwwwwwwwwww!)
This is inspired marketing.
1. It drives increased usage of blades and shave gels
2. As Gillette has 85% of blade sales, it makes sense to grow the category, as they are the category.
3. As mentioned earlier, no cost at all for new products, packs, formats. Just selling more of the stuff you already have.
4. Taps into a consumer trend. Shows Gillette are in touch.
5. Avoids risk of a smaller, more nimble brand stepping in and owning body shaving.
Very, very clever stuff. And good inspiration for other brands to spend more time and energy growing pie (market) and not just on fighting for a bigger slice (share).
I wonder how you got so good. This is really a fascinating blog, lots of stuff that I can Get into. One thing I just want to say is that your Blog is so perfect!
Posted by: isabel marant outlet | August 11, 2012 at 04:40 AM
Well, the 5 points you mentioned at the end of your post said it all. Thanks for sharing.
Posted by: Web Design Los Angeles | January 01, 2010 at 05:12 AM
No other brand is anywhere close to Gillette's dominance. Gillette's handling of a dominant market leader's problems is quite admirable.
Posted by: Pratap Singh | September 29, 2009 at 05:04 PM