A critical evaluation of diversity

marketing within Gillette

Prepared for: Dr. Walsh and Ms. Buchanan-Jack

Block: 2122A
Campus: Amsterdam
Date submitted: 19 October 2021

Jop Cohen

781657
Preface

As part of the pre-master program at Hotelschool The Hague, students follow the
Marketing Management course. The final assessment for this course is an essay, where
students have to critically evaluate a marketing concept with the focus on one specific
brand or company. This report focusses on diversity marketing withing Gillette, one of
the top shaving product companies of the world.

When thinking of an interesting company, I came up with Gillette. I use it every day and
it seems like Gillette is the only brand used for razor blades. But why is there such a
strong manly taste encultured in their commercials? Don’t women have to shave as well?
After analysing their commercials, I came to clear conclusions.

I would also like to thank Dr. Walsh and Ms. Buchanan-Jack for their inspiring classes,
prompt responds and wonderful feedback throughout this course.

With warm regards,

Jop Cohen

2
Executive Summary
Within this report a critical review of diversity marketing with regards to Gillette is
performed. Gillette is the world leader in men’s grooming products, deriving from razors
to personal care products such as shave gels, aftershave, bodywash and deodorant. It is
mother company Procter and Gamble (P&G is the global market leader in the blades and
razors market, with a market share that is over 60%, highly contributed by Gillette. Men
have always been the centre of attention within Gillette’s marketing campaigns, with
their well-known catchphrase “The best a man can get”. Nevertheless, there are
significant discrepancies between Gillette's marketing campaigns for men and women,
raising questions to the performance of Gillette with regards to diversity marketing.
Therefore, the following research question has been conducted for this critical review
essay:

“To what extent does Gillette successfully apply the concept of Diversity Marketing,
delivering to all consumer groups?”

A literature review was performed to to extend and deepen the knowledge on diversity
marketing. After a marketing paradigm shift was identified from firm-centric towards
customer centric, the concept diversity marketing was defined: “Diversity marketing is
the practice of marketing with an emphasis on reaching all possible customer segments,
especially segments that have been historically marginalized in the marketplace” (Dahl,
2002). Afterwards, a the model has been identified: “The 4 Dimensions of Diversity” by
Gardenswartz and Rowe (2003) described diversity as being like an onion, possessing
layers that once peeled away, reveal the core, being personality (ibid). The practices of
diversity marketing have been identified and the latest perspective on diversity
marketing has been shared, describing that research and practice have shifted from a
focus on diversity to emphasize inclusion.

In the methodology, the data collection method is explained: video analysis. The
elements in the Internal Dimensions of the framework have been chosen as research
themes, as these are the ones that is focussed on most when applying diversity
marketing (Goldminz, 2019; Grasenick and Kleinberger-Pierer, 2021). Not every element
from the Internal Dimensions has been included, as not every element could be assessed
in a video analysis solely.

Video analysis showed that almost all research themes is not diversely represented in
the commercials of Gillette. There is a strong underrepresentation of consumer groups in
the field of gender, age group, ethnicity and physical ability.

Overall, it could be concluded that Gillette is underperforming in applying diversity

marketing in their commercials. Gillette needs to create a different way of thinking and
business spirit. Therefore, the advice for Gillette after this critical review is to move with
the times to overcome stigmas of the past that are no longer current. Gillette should
include all consumer groups that can be found, to successfully apply the concept of
diversity marketing.

3
Table of Content
1. Introduction p.5
1.1 Choice of concept
1.2 Choice of case company
1.3 Aim of the essay
2. Problem analysis p.6
3. Literature Review p.7
4. Methodology p.10
4.1 Method
4.2 Research themes
5. Findings/Analysis p.12
6. Conclusion p.15
6.1 Conclusions
6.2 Future recommendations
7. Appendices p.15
7.1 Video Analysis #1
7.2 Video Analysis #2
7.3 Video Analysis #3
7.4 List of references
7.5 Proof of wordcount

4
 1. Introduction
1.1. Choice of concept
In this report a marketing concept is critically evaluated. The chosen concept is diversity
marketing, which is defined by Kuligowski (2020) as a marketing strategy that appeals
to and includes diverse groups of consumers, for example groups based on age,
ethnicity, ability, gender, sexual identity or religious beliefs. Diversity marketing is about
accepting that there are multiple heterogeneous groups of consumers with different
demands, and the ability of a company to adapt to this (ibid).

1.2. Choice of case company

Gillette is the world leader in men’s grooming products, deriving from razors to personal
care products such as shave gels, aftershave, bodywash and deodorant. It is owned by
the multi-national corporation Procter and Gamble (P&G). In shave care, P&G is the
global market leader in the blades and razors market, with a market share that is over
60%, highly contributed by Gillette (P&G Annual report, 2020). Gillette owns 64
manufacturing facilities in 27 countries, and its products are sold in more than 200
countries and territories (Salamie, 2018).

The best a man can get

Men have always been the centre of attention within Gillette’s marketing campaigns.
During the American Super Bowl finals in 1989, Gillette debuted with their famous
catchphrase “The best a man can get” (Coffee, 2019). This aligns with their mission to
seek competitive advantage in quality, value-added personal care and personal use
products, as they mention to be “the best” product available for men (Comparably,
2021). Throughout the 20th century, Gillette was known for innovation in shaving
products, as well as pervasive sports-affiliated marketing, including commercials with
male sport celebrities such as Tiger Woods, Roger Federer and Thierry Henry (Petty and
Nichols, 2018). One of the most recent examples where men are centre of attention in
their marketing campaigns, is “The best a man can be” campaign, where they called out
on “toxic masculinity”, which caused a lot of controversy (Gupta et al., 2019). However,
this controversy did not necessarily do any harm to Gillette’s reputation, as it created a
buzz in the mind of consumers, enhanced a brand image in consumers’ minds and
diverted the consumers’ mind from other competitors (ibid).

1.3 Aim of the essay

In this essay, Gillette’s performance with regards to diversity marketing will be critically
evaluated. Firstly, a literature review will be conducted, to extend and deepen the
knowledge on diversity marketing. Secondly, Gillette’s performance on diversity
marketing will be evaluated, with use of several frameworks and findings. Lastly, these
performances will be concluded and reviewed, with advice on how to improve.

5
 2. Problem analysis
One issue that is described in the previous chapter, is that Gillette mainly focusses their
marketing campaigns on male customers. However, the women’s razor blade market has
been increasing significantly the past few years. According to Reportlinker (2019) he
global women's razor market is expected to grow at a growth rate of around 4% during
2018–2024. To showcase the great demand for female shaving products; Gillette’s
Venus razor blade, specifically marketized for women, was the second best sold razor
blade in the United States in 2019 (Statista, 2019).

Yet, this is still not widely recognized in their commercials. Women are hardly seen or
represented in any of Gillette’s marketing campaigns. And when Gillette has made
commercials to promote women’s razors, topics such as fear, anxiety, loneliness, anxiety
and desire for sex appeal played a central role (Bernazzani, 2017). This, combined with
the fact that Gillette’s women’s razors and shaving foams are up to 20 percent more
expensive than the men’s editions (Moore, 2019), could lead to underrepresentation and
of women in the marketing campaigns of Gillette.

The discrepancies between Gillette's marketing campaigns for men and women, raises
questions to the performance of Gillette with regards to diversity marketing. Therefore,
the following research question has been conducted for this critical review essay:

“To what extent does Gillette successfully apply the concept of Diversity Marketing,
delivering to all consumer groups?”

6
 3. Literature review
Paradigm shift
According to Achrol and Kotler (2012), the concept of marketing started with a firm
centric view, a simple and effective strategy for increasing sales through basic
advertising. In the years after World War II, a shift from firm centric to customer centric
marketing took place (Rao, 2006). Consumer-oriented marketing has increased
significantly, as the importance of cultural influences have been recognised in consumer
behaviour theory and marketing practice (ibid). Hinde (1979) supported this paradigm
shift, by concluding that a relationship has to be interpersonal between brand and
consumer in order to be successful. A new way of thinking was born; marketers
understood the importance of personalising marketing and advertising in order to reach
their target audience.

The urgence including various consumer groups gained more attention in the 1980’s,
when the global marketplace expanded and companies had to compete each other
overseas (Austin, 2021). Changing behaviour from global citizens contributed to this
increase as well. Rather than trying to conform into the dominant culture, communities
learned to appreciate their diversity by accepting their differences (ibid). In marketing,
actions were focused on the recognition of diversity in approaching customers from
different ethnic groups, stereotypes, beliefs and lifestyles diversity marketing (Cavalcanti
et al., 2016). Ultimately according to Rao (2006), the essence of diversity marketing is
found in an increasingly dynamic, globalised, and connected society.

Diversity Marketing
“Diversity marketing is the practice of marketing with an emphasis on reaching all
possible customer segments, especially segments that have been historically
marginalized in the marketplace” (Dahl, 2002). It is considered as a paradigm that
directs marketing efforts to communicate with diverse target audiences. In this sense,
the main focus is to create effective communication methods and an appropriate
communication mix for each active group in the market, considering their cultural and
social characteristics (ibid).

According to Murray et al. (2002), an advocate of diversity marketing, the type of

marketing carried out and how it is managed, organised and delivered, changes and
reshapes itself as the firm co-evolves with its marketplace. Diversity, over time, results
to new marketing actions adopted by firms, increasing competition for bolder and more
effective practices (ibid). Cavalcanti et al. (2016) describe diversity marketing by means
of interpersonal relationships, forming groups: “Diversity is understood in the light of the
set of characteristics, customs, beliefs, behaviours, values and acceptance relations of
groups with characteristics different from their own (ibid). Gopaldas (2013) empathises
the importance of creating services that are carefully attuned to the specific needs of
each segment, rather than only to the needs of the most privileged customer segment in
a marketplace. Therefore, organisations must be aware of the existence of minority
groups, accepting that, in a dynamic way, new groups are formed, demanding
recognition (Cavalcanti et al., 2016). After recognising diversity and the challenges it
presents due to subjective differences, the market will be able to reach effective
solutions by accepting diversity. (ibid)

7
Framework
Gardenswartz and Rowe (2003) have improved the “The 4 Dimensions of Diversity”
throughout the time and added two more levels to the initial model of Loden and
Rosener (1991). Figure 1 shows “The 4 Dimensions of Diversity” model. In this model,
Gardenswartz and Rowe (2003) described diversity as being like an onion, possessing
layers that once peeled away, reveal the core (ibid). The core, personality, is about an
individual's likes and dislikes, values, and beliefs. It is shaped early in life and is both
influenced by, and influences, the other three layers throughout one's lifetime and career
choices (ibid). The second layer, internal dimensions, is about an individual’s
uncontrolled elements in life, such as ethnicity or gender, in which numerous divisions
occur between and among people (ibid). The third layer, external dimensions, are the
aspects of lives which can be controlled, which might change over time, and which
usually form the basis for decisions on careers and work styles (ibid). The last layer,
organizational dimensions, focusses on the culture found in a work setting, like
management status, division or seniority (ibid).

Figure 1: “The 4 Dimensions of Diversity” Model (Gardenswartz and Rowe, 2003)

These dimensions represent areas in which there might be similarity and common
ground, as well as differences. When well-managed, these differences have the potential
to bring new perspectives, ideas and viewpoints needed by the organization (Moodian,
2008). The visualisation and breadth of this model makes it easier to see that the
current dialogue around diversity is mostly focused on most of the internal dimensions
and only a handful of the external dimensions (Goldminz, 2019). This is supported by
Grasenick and Kleinberger-Pierer (2021), who mention that regardless of any of the
adaptations of the model, the focus is always clearly on the internal perspective of an
organisation. This model, specifically the internal dimension, suits the concept of
diversity marketing very well. It is in line with the intention of Loden and Rosener (1991)
to identify the differences that make a major difference, to show which dimensions of
diversity are important in people's lives, and acknowledge their power.

8
In practice
According to Gopaldas (2013) there are four reasons why marketing managers may be
committed to diversity marketing: because (1) senior management emphasizes diversity
across all functions, (2) marketing to diverse buyers is good for business, (3) diversity-
oriented branding is still a unique positioning strategy in some markets, or (4) their own
identity politics motivates them (ibid). Additionally, Marketing Schools (2020) describes
how to achieve effective diversity marketing to practice; companies should adapt the
message to the market, instead of trying to adapt the market to the message. The
effective diversity campaign has to start with the multicultural context in mind (ibid).

Latest perspective
Nowadays, research and practice have shifted from a focus on diversity to emphasize
inclusion. Inclusion refers to “how well organizations and their members connect with,
engage and utilize people across all types of differences” (Ferdman and Deane, 2013).
Hayes (2021) also stresses the importance of inclusion in combination with diversity,
describing that inclusion is needed when there is a presence of diversity. Hayes (2021)
defines diversity as “the presence of people with different backgrounds, such as race,
socioeconomic status, ethnicity, gender, sexual orientation, age and physical or mental
disabilities”. With diversity already present, inclusion is needed to ensure that everyone
feels a sense of belonging, respect and support from others, regardless of their identity
(ibid).

9
 4. Methodology
4.1 Method
In order to answer the research question for this critical review essay, a data collection
method should be used. The chosen method for this essay will be a standardised video
analysis. “A standardised video analysis consists of the coding of video segments
according to a pre-established coding scheme deduced from (more or less explicit)
theoretical assumptions” (Knoblauch et al., 2014). This results in different bits of videos
that are variously categorized, ready to analyse (ibid). According to Koch and Zumbach
(2002), this is an excellent method to sort, even automatize, data analysis.

For the video analysis, the top three most viewed Gillette commercials on Youtube.com
will be analysed. There are 3 pre-set conditions for the selection of the commercials:
1) The commercial cannot be longer than 30 seconds - otherwise it is an advertisement
specifically focused on a topic or event, 2) It must be a "Gillette Worldwide" commercial,
and 3) The commercial must be less than 2 years old.

4.2 Research Themes

In order to analyse how Gillette is performing against the concept of diversity marketing,
4 research themes have been identified. These themes have been created out of the
model in Figure 1 on diversity marketing, to be found in the literature review. For the
research themes, the choice has been made for elements in the Internal Dimensions, as
these are the ones that is focussed on most when applying diversity marketing
(Goldminz, 2019; Grasenick and Kleinberger-Pierer, 2021). Not every element from the
Internal Dimensions has been included, as not every element could be assessed in a
video analysis solely.

The 4 research themes have been colour coded to organise the data. The research
themes can be found below in Figure 2.

Figure 2 – Research Themes color coded

Research Theme Possibilities Colour
code
Gender Male, Female, Gender diverse
Age group <20, 20-50, 50-70, >70
Ethnicity Arab, Asian, Black, Hispanic, White
Physical ability Good, bad

4.2.1 Gender
This research theme asks the question:
How diverse is Gillette in displaying various genders in their commercials?

4.2.2 Age
This research theme asks the question:
How diverse is Gillette in displaying various age groups in their commercials?

4.2.3 Ethnicity
This research theme asks the question:
How diverse is Gillette in displaying various ethnicities in their commercials?

10
4.2.4 Physical ability
This research theme asks the question:
How diverse is Gillette in displaying various physical abilities in their commercials?

4.2.5 Limitations
Non-random sampling has been used to identify the sample, which is not large (3). Both
issues affect external validity, making the conclusions less valid and weakening the
generalizability of the study (Trochim et al., 2016). Additionally, the possibilities within
the research themes are all based upon assumptions viewing the videos, threatening the
reliability of the study (ibid).

11
 5. Findings/Analysis
The findings of the video analysis have been structured and presented in four
subcategories, based on the research themes that have been conducted in the previous
chapter. The outcomes of the video analysis have been analysed in pie charts, to provide
a visual representation of the results.

5.1 Gender
This research theme asks the question:
How diverse is Gillette in displaying various genders in their commercials?

From the video analysis, it could be derived that only 5 out of 39 people in commercials
are female, resulting in a female representation of 13%. For other genders, specified as
“gender diverse”, the representativity is even lower, with 0%. Furthermore, it was
noticeable that women only play a supporting role in the analysed advertisements.
According to Hayes (2021), this should be enhanced, as she highlighted the importance
of diversity as “the presence of people with different backgrounds, such as race,
socioeconomic status, ethnicity, gender, sexual orientation, age and physical or mental
disabilities”. With diversity already present, inclusion is needed to ensure that everyone
feels a sense of belonging, respect and support from others, regardless of their identity
(ibid). Please refer to Figure 3 for a chart representing the full results of gender diversity
withing Gillette’s commercials.
Figure 3 – Gender diversity in commercials

Gender diversity in
Gillette commercials
0% Male
13%
Female
87% Gender diverse

5.2 Age
This research theme asks the question:
How diverse is Gillette in displaying various age groups in their commercials?

The age category is also strongly represented by a certain age group. 31 out of 39
people are 20-50 years old, resulting in a representation of 79%. People aged >70 years
old are the least represented; none of all people analysed were in this age group. This is
not representative for Gillette's target market and not good for their diversity marketing,
as Hinde (1979) concluded that a relationship has to be interpersonal between brand and
consumer in order to be successful. According to the numbers in Figure 4, people aged
>70 years old are not representative, and therefore they cannot create an interpersonal
relationship. Please refer to Figure 4 for a chart representing the full results of age
diversity withing Gillette’s commercials.
Figure 4 – Age diversity in commercials

Age diversity in
Gillette commercials
8% 13% <20

0% 20-50
50-70
79% 12
>70
5.3 Ethnicity
This research theme asks the question:
How diverse is Gillette in displaying various ethnicities in their commercials?

There are 2 ethnicities that appear by far the most in the Gillette advertisements that
have been analysed: white and black. 27 out of 39 people in the adverts were white, for
black this was 10 out of 39 people. Hispanics and asians are very underrepresented, with
both having only one person in the commercials, resulting in 2.6% of the total people in
the commercial. There were no Arab people at all in the commercial. According to
Cavalcanti et al. (2016) the recognition of diversity in marketing should be recognised by
customers from different ethnic groups, stereotypes, beliefs and lifestyles diversity
marketing. Moreover, as Marketing Schools (2020) described, to achieve effective
diversity in practice, companies should start with a multicultural context in mind.
Currently there is a predominant representation of one ethnicity, this contradicts both
statements. Please refer to Figure 5 for a chart representing the full results of age
diversity within Gillette’s commercials.
Figure 5 – Etnicity diversity in commercials

Etnicity diversity in
Gillette commercials
Arab
0%
2%
26% Asian
Black
3%
69% Hispanic
White

5.4 Physical ability

This research theme asks the question:
How diverse is Gillette in displaying various physical abilities in their commercials?

Analysing the physical ability of people in Gillette commercials has led to a clear
overrepresentation of people who are in good shape: 39 out of 39 people are in good
shape, resulting in 100% of the total. However, it is of high importance to include
various consumer groups (Austin, 2021). Rather than trying to conform into the
dominant culture, communities have learned to appreciate their diversity by accepting
their differences (ibid). The representation of physical ability in Gillette’s commercials
does not showcase this diversity. Please refer to Figure 6 for a chart representing the full
results of diversity in physical ability within Gillette’s commercials.

Figure 6 – Diversity in physical ability in commercials

Diversity in physical ability

in Gillette commercials

0%
Good
Bad
100%
13
5.5 Overall findings
It can be concluded that almost all research themes are not diversely represented in the
commercials of Gillette. there is a one-sided way of showing people in advertisements,
and little diversity can be found. the higher the bars are in Figure 7, the lower the
diversity. it can be observed that there are many outliers, in the areas of gender, age
group, ethnicity and physical ability.

Figure 7 – All findings combined from Gillette commercials

All findings from Gillette commercials

39
34
31
27

5 0 0 5 3 0 0 0 1 10 1 0 0
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20<20

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GOILIT
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14
 6. Conclusion
By combining the findings from the literature review with the video analysis of the
different dimensions of diversity marketing in Gillette's commercials, conclusions can be
drawn. This chapter will be used to answer the research question formulated in chapter
2:
“To what extent does Gillette successfully apply the concept of Diversity Marketing,
delivering to all consumer groups?”

Overall, it could be concluded that Gillette is underperforming in applying diversity

marketing in their commercials.

6.1. Conclusions
6.1.1. Gender
From the video analysis it can be concluded that Gillette can still improve on gender
diversity in their commercials. Men are heavily over-represented in the commercials, and
it is remarkable that women only have a supporting role in the commercials.
Furthermore, Gillette does not pay attention to other genders, who cannot be
categorised as simply 'men' or 'women'. The introduction chapter made it clear that the
woman shaving market is extremely relevant to target. Moreover, literature review has
shown that diversified marketing methods, catering multiple consumer groups, is needed
to answer the current consumers’ demand. Gillette is not fulfilling this demand in their
commercials. Therefore, it could be concluded that Gillette could still improve in gender
diversity throughout their commercials.

6.1.2. Age
Several things stand out when analysing Gillette's commercials. The strong
representation of only one age group leaves the other age groups in the shade.
However, people of any age, be it 20 or 70, use shaving products. The representation in
Gillette's commercials shows this to be incorrect. Therefore, it could be concluded that
Gillette could still improve on gender diversity in their commercials.

6.1.3. Ethnicity
Gillette's commercials are also very one-sided in showing different ethnicities. For
example, there is a shot in commercial #1, where there are 14 men of the same age in
one shot. Of these men, 13 are white. This shows that Gillette could do with some more
diversity when it comes to showing different ethnicities. For example, not 69% of the
world consists of white people, and there are many more Hispanic, Arabic, Asian and
black people around the world than is shown in the commercial. Therefore, it could be
concluded that Gillette could still improve in ethnic diversity throughout their
commercials.

6.1.4. Physical Ability

This is the research theme that is most poorly represented. According to Gillette's
commercials, there are no people in the world with physical inabilities. If you look closely
at the shots in the commercials, you see only fit and vital people. Apart from the fact
that this is a subjective judgement, it almost seems as if Gillette wants to say that only
physically able people can shave. If Gillette would show a better representation of
society in its commercials, there would be a better mix between physical abilities and
inabilities. Therefore, it could be concluded that Gillette could still improve in diversity in
physical ability throughout their commercials.

15
 6.2. Future recommendations
It is Gillette's job to display a good picture of society in their marketing campaigns. This
is not only good for society itself, but it will also benefit their own business. Currently,
many consumer groups are severely underrepresented in their advertisements, leading
to consumer disengagement. Consumer groups feel no connection with Gillette and
therefore switch to direct competitors.

Gillette can engage their consumers by introducing more variety in their marketing; they
will make more intensive use of the concept of diversity marketing. It is important that
they are up-to-date with the current market and co-evolve with its marketplace,
including all possible customer segments.

Gillette, for example, should involve much more women, gender-neutral and transgender
people in their advertisements. Gender nowadays is not just 'man' or 'woman', but there
are more options now than in the past; Gillette is not co-evolving with the time.
Furthermore, Gillette will have to make more effort to engage different age groups. The
fact that not one person >70 years old was seen in the commercials shows that Gillette
does not think about engaging all consumer groups. Additionally, Gillette should show a
better representation of the world population, with a truthful and honest display of
ethnicities around the world. Some ethnicities are explicitly left out of the commercials,
not representing the world population correctly. Gillette should include a more diverse
variation of ethnicities in their commercials, to strive for a good practice of diversity
marketing. Lastly, physically unable people are not involved at all in the commercials.
Gillette should show that everyone, physically able or disabled, can use their products.

Therefore, the advice for Gillette after this critical review is to move with the times to
overcome stigmas of the past that are no longer current. Gillette should include all
consumer groups that can be found, to successfully apply the concept of diversity
marketing. Therefore:

It’s not “The best a man can get” anymore, it should be “The best you can get”.

16
 7. Appendices
7.1 Video Analysis #1
Title: We Believe: The Best Men Can Be | Gillette
URL: https://www.youtube.com/watch?v=IPPf3sZIo-Q
Published date: January 14th, 2019

Screenshot Elements

#of People: 1
Male
50-70
Black
Good

#of People: 1
Male
20-50
White
Good

#of People: 1
Male
50-70
White
Good

17
#of People: 2
2x Male
2x <20
2x White
2x Good

#of People: 3
3x Male
3x 20-50
2x White,
1xBlack
3x Good

#of People: 14
14x Male
14x 20-50
13x White,
1x Hispanic
14x Good

#of People: 2
2x Female
2x 20-50
2x White
2x Good

18
#of People: 3
3x Male
2x 20-50,
1x 50-70
3x Black
3x Good

#of People: 1
Male
<20
Black
Good

#of People: 1
Male
<20
Asian
Good

19
#of People: 34
Male = 30
Female = 4
<20 =5
20-50 = 26
50-70 = 3
White = 25
Black = 7
Asian = 1
Hispanic = 1
Good = 34

20
 7.2 Video Analysis #2
Title: Look Good. Game Good | Gillette ProGlide
URL: https://www.youtube.com/watch?v=-g128pGua_k
Published date: September 9th, 2019

Screenshot Elements

#of People: 1
Male
20-50
Black
Good

#of People: 1
Male
20-50
White
Good

#of People: 1
Male
20-50
Black
Good

21
#of People: 3
Male =3
20-50 = 3
Black = 2
White = 1
Good = 3

7.3 Video Analysis #3

Title: Ready or Not | Gillette ProGlide Razor
URL: https://www.youtube.com/watch?v=HAE5NqCXJKk
Published date: February 1st, 2021

Screenshot Elements

#of People: 1
Male
20-50
Black
Good

#of People: 1
Female
20-50
White
Good

#of People: 2
Male =1
Female = 1
20-50 = 2
Black = 1
White = 1
Good = 2

22
List of references
Achrol, R. and Kotler, P., 2012 Frontiers of the marketing paradigm in the third
millennium. Journal of the Academy of Marketing Science, 40(1), p.35.

Austin, B., 2021, Importance of Diversity in Marketing Available at:

https://smallbusiness.chron.com/importance-diversity-marketing-24765.html (Accessed
17 October 2021).

Bernazzani, S., 2017 Women Shave Because of Marketers: How the Industry Created
Demand for Women’s Razors. Available at:
https://blog.hubspot.com/marketing/womens-razors-marketing (Accessed 15 October
2021).

Cavalcanti, H. et al., 2016 Marketing e diversidade: Prazer, eu existo. Diálogo.

Coffee, P., 2019 Gillette Asks How We Define Masculinity in the #MeToo Era as “The Best
a Man Can Get” Turns 30. Available at: https://www.adweek.com/brand-
marketing/gillette-asks-how-we-define-masculinity-in-the-metoo-era-as-the-best-a-
man-can-get-turns-30/ (Accessed 10 October 2021).

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Proof of word count

Figure 1 - 49 words
Figure 3 - 12 words
Figure 4 - 15 words
Figure 5 - 15 words
Figure 6 - 11 words
Figure 7 - 44 words

Total - 146 words

Total word count = 3.724 + 146 = 3870 words

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