I have been conducting research on Gillette Razors. This paper summarizes the brand’s marketing mix, targeted segments, distribution, and pricing.

Marketing Mix

Gillette executes the marketing mix very successfully. Their razors are among the top two in sales, which is quite impressive considering the many different brands consumers have to choose from. Each element of the marketing mix for Gillette Razors is very consistent with each other. There are many different kinds of razors offered by Gillette, ranging from disposables to a battery-powered four bladed razor. The pricing consistency is definitely there; as the cheaper razors do not offer near the performance as the more expensive products.

The distribution of Gillette Razors is intensive. One can buy these products at the grocery store, Wal-Mart, K-Mart, and any dollar store. A low priced item such as razors that are used and replaced often must be distributed intensively. Gillette also does a very good job in the promotion of their razors. There are constantly coupons in the Sunday paper advertising $1.00 off certain Gillette brands. Advertising is also done through television commercials, which go in to greater detail about the technology and design of their newer razors.

Serving the Customer’s Needs

Gillette does a very good of serving the customer’s needs. There are many different products to choose from for men and women. Some of the leading models of Gillette Razors, such as the M3 Power for men, and the Venus Power for women, offer blade refills of four and eight. Customers can also buy a travel pack, which includes three Gillette disposables, a small travel container of shaving gel, and a shower bag. The main target audience is men and women who have started shaving. The men might be targeted a little more aggressively, but the women’s products are very competitive in the market.

Changes

I would have a hard time adding any new segments to Gillette Razor products, since razors should only be handled by adults. Adults are typically the most likely segment to be shaving also. As for line extensions, I just seem to get used to the most advanced razor offered by Gillette when another one is released. The most recent, the M3 Power is tremendous. I must say that Gillette is way ahead of me, because I can’t think of any new ways to improve their product line. I would recommend that Gillette change the packaging of their refills. I have very sensitive skin and do not prefer to use disposable razors. If I were to go camping for the weekend, I definitely wouldn’t need a 4 pack or 8 pack of refills. I think packaging the refills in a package of 2 would be a good idea for the traveler. However, the razors are sold almost everywhere so it might not be lucrative to offer a third quantity. The pricing of Gillette is in line with their main competition. The prices of Schick are very similar to that of Gillette. Gillette and Schick offer the best quality, so it is fitting that they are the two highest priced razors.

The availability of Gillette Razors is excellent and does not require changes. Their products can be purchased in convenience stores, grocery stores, Wal-Mart, K-Mart, dollar stores, and even in bulk at Sam’s Club. In terms of advertising, I think I would even out the targeting of women and men. After all, women shave just as much as men do. If Gillette were able to become the top seller in men’s and women’s razors, there would be no one left to target. I would personally take the Gillette Fusion for men off the market, since the Sensor, Mach 3, Mach 3 Turbo, and M3 Power have been so successful. I tried the Fusion myself and was not impressed.