GILLETTE – SWOT ANALYSIS:

In 1901, a man named C. Gillette made a revolution in our world by

giving the people (at that time only men) a chance to get a shave in
their own houses. While at first, this product seemed to be a bit
strange and even dangerous, by the time, society understood that these
new razors have come to the world to save their precious time and
make their lives easier. Years have passed and today most of the
world’s population is familiar with this company and its offerings as it
is developing day by day.

STRENGTHS:
1. CONVICTION:
Due to it being the first company in the world to develop the
idea of ‘self-grooming’ way back in 1900’s itself, this brand got
remembered forever by the people around the world.

2. INNOVATIVE PRIME PLAYER:

With the introduction of disposable blades, Gillette became the
market leader in personal care products, thanks to its innovative
ideas.

3. VARIOUS PRODUCTS IN ITS HAT:

Gillette has launched many by-accessories (shaving cream,
shaving gel, after shave) along with its main products (razors
 and blades), resulting in an ‘all-in-one’ experience for the
people consuming it.

4. IMPORTANCE TO PROMOTION:
Gillette is one such company that gives importance to promoting
their products through innovative and humane advertisements
which is liked by its consumers.

WEAKNESSES:
1. HIGH COST:
Its products are fixed at a price where a common man who is
shrewd in nature, may not want to buy it and with the
emergence of similar products by the other competitors at a
much lower cost has affected its market position in recent times.
 Local Indian products like Zlade has had an impact for it
market even in India too.
The following is an Indian customer’s review about how
ZLADE is a better and cheap alternative to GILLETTE
FUSION in Amazon.
 2. AVAILABILITY:
Gillette products, due to its ‘rich-product’ tagline, has not only
made the products price range high, the availability is also
limited to big departmental stores and malls, making the
ordinary man think twice before spending for it.

THREATS:
1. INCREASE IN SUBSTITUTES:
With the world economy not favoring regimented type of
industry, paved the way for other potential players to enter into
all types of industry, resulting in competition. Emergence of
companies like Harry’s, Dollar Shave Club, Schick-Wilkinson
Sword in the international scenario has considerably brought
down Gillette’s market share.
 - as of Nov,2016.
2. CULTURAL, TREND AND RELIGIOUS FACTORS
THAT PREVENT PEOPLE FROM SHAVING:
Culture and religion played spoilsport for Gillette especially in
countries of the Middle East and South-East Asian countries,
hurting its international business. The recent trend of ‘beard’
and hair growth has also dampened its market all over the world.
OPPORTUNITIES:
1. EMPHASIS ON PERSONAL HYGIENE:
As more people learn about the importance of personal hygiene,
the company may benefit for the fact that they provide the
products necessary. Gillette could profit tremendously as more
people become aware and educated on the importance of
personal hygiene.

2. EXPANSION:
Gillette has reached its peak in the shaving industry, so it can
benefit from its global brand image to venture into other
grooming and personal care segments, such as shower gels,
shampoos, toothpastes, deodorants, etc. This will help Gillette
broaden its horizons, and also have a positive effect on the brand
image.

References:

1. https://thesocialgrabber.com/marketing-strategy-and-swot-
analysis-of-gillette/
2. https://droiddame.wordpress.com/2016/06/27/swot-analysis-of-
gillette/
3. https://www.marketing91.com/swot-analysis-gillette/