Marketing Analysis: Gillette Razors essay

Marketing Analysis: Gillette Razors essay

Gillette safety razors Inc was established in the year 1902 with a capital base of $ 9.2 billion. Gillette razors are company dealing in the manufacturing and distribution of razor blades and other personal care equipments. It is the most famous razor producing company in the world with over 17 billion customers in the world.

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The company has regularly recorded high profits in the past twenty five years and proving to be the most profitable company in the industry. It is important to understand what marketing arrangements have been put in place in this company to ensure consistently high profits. This paper performs market analysis of the company to come up with this information.

Razor blades were the first alternative products or equipments that men could use for personal care of their beards to traditional scissors. The product has been created to target the men population in the world specifically for shaving beards. The product has two cutting edges on opposite sides. The company also offers gel which is to be used by men while shaving to give an appealing appearance. The blades are also disposable use. The company has developed several brands of razors to meet the needs of the consumers in the different target markets. The razor has an adjustable knob to give the set different inclination to enable different shaves. This helps fulfill the differing needs of many customers. The razors are made from steel and therefore can not rust.

As I had earlier stated, the razors produced by this company are targeted for men. According to recent surveys, there are about 17 billion men aged above fifteen years who use the razor. Out of this population, 84% of the men shave their beards with this razor every morning.

Prices of the razors are negligible. It is one of the most underpriced items in the world yet they perform a lot of work. Most of the razors which meant for low income consumers are sold at $1 whereas those targeting high income consumers cost $ 4 each. Such pricing strategies make it so difficult for other competitors to enter the market.

The razors are normally distributed to 41 countries in the world with the help of agents. The company has 17 outlets in different countries through which it serves the agents. It also deals directly with large scale buying customers. The company has very few companies competing with it. There are only 6 other companies producing similar razors but do not have a reasonable market share. What has made the company remain the lead in the industry is the ability to produce new products almost each year. According to internal sources, the company intends to establish several branches in different continents to move closer to customers. This move is also aimed at reducing the cost involved in distributing its products. The company has a well managed websites which also provides useful information to customers across the world.

Conclusion

Gillette razors Inc is a well established company having identified the needs of billions of customers across the world. The company has managed to increase the number of its customers and amount of sales by introducing new brands of the razor blades regularly. The company has invested much in marketing its product though its product is essential to consumers.

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