CASE STUDY

INTRODUCTION

"Proctor & Gamble (P&G)" is the owner of Gillette, an established

provider of razor and grooming items on a global basis. With a
commercial that questioned conventional ideas of manhood and
highlighted themes like harassment, assault, and negative
masculinity during 2019, the company stirred up uproar. While
several praised the business for presenting good masculinity within
the "#MeToo era", others slammed it for appearing arrogant. The
ad's publication around the moment was met by varied sentiments. It
examines the background of Gillette's, the current situation within
the male razor market, the emergence of other brands like the
"Dollar Shave Club and Harry's," and the repercussions of Gillette's
divisive advertisement. It also explores the tactics taken by other
companies, such as "Harry's, Schick, and Dollar Shave Club", to
advertising and masculinity.

PROBLEM STATEMENT

In the aftermath Gillette was forced to tread carefully in order to

empower its customers without offending them. Following the
introduction of the advertisement, concerns arose regarding the
company's positioning and its image of male identity, along with the
potential effects on revenues and loyalty. Gillette faced the task of
retaining its place as the sector's leader while appealing to a varied
and changing client base as rivals like "Dollar Shave Club and
Harry's" proceeded to win market share through distinct approaches
to branding and masculinity.

Determining the best course of actions for Gillette in reaction to the

criticism and difficulties it faced after publishing the "We Believe"
campaign is the issue at hand. The company must strike a careful
balance between sticking to its stance and allaying the worries
expressed by a few clients.

ALTERNATIVES

Market Participants and rivalry:

Gillette, an industry leadership with an extended track record of
creative thinking, was an important participant in the shave cream
sector. However, the sector saw the entry of fresh rivals like "Harry's
and Dollar Shave Club", which upset the long-standing market
relations. It which emphasizes affordable costs and a charitable goal
to assist men's well-being, acquired wonderful headway via its
simple, online, paid for sales method, while their attracted an avid
base of customers.

Consumer Behavior:
In 2010s, cultural standards and expectations for men's physical
attractiveness changed. Previously, competence was linked to having
a neatly groomed appearance, but those standards have declined
with time. The median number of cuts each month fell as more men
accepted facial hair, opted for fuller beards, or kept their stubble. The
bulk of clients were members of younger generations & young
people, with Westerners making up the largest client segment of all
brands.

Razors and other grooming goods were sold via the internet as well
as in traditional shops. Online sales, particularly those that use
subscription-based business models, have accelerated, Club
appearing as a key player. In response to market shifts, Gillette
expanded its line of products to offer a larger variety of less
expensive razors and introduced web razor contracts.

ANSWERS

1.

The "Me Too" movement was created to offer women an outlet

across the misconduct that they endured, and that Gillette ad finally
switched the spotlight to men. This may be why the commercial
sparked anger. Although Gillette wasn't aim to hurt people with the
advertisement's uplifting message, it might have appeared that way
to certain people. Most individuals thought it was highly demeaning
to guys and full of stereotypes. Like with the biggest issues, different
points of view are frequently expressed, which may lead to severe
conflict amongst the two groups.
2.

Even though the ad was insensitive and ineffective, it may have

provided a few immediate advantages for the company.
The company has been destroyed by the growth of numerous
of its rivals in the same marketplace over time. Therefore, if it's
really a publicity trick to promote the company, it works well for
Gillette. The brand must want people to debate about the
advertising since ideas that are divisive are an enticing path to
tread on.

People would also be shocked at how many males share the

viewpoints represented in the campaign, making it possible for
them to strangely bond with the brand. People come to believe
so Gillette made a mistake by doing that. However, a
corporation with a large market share must understand that its
target demographic would largely concur in the approach's
message (which is not to suggest the campaign is effective).

3.

In order to support the movement or possibly a nonprofit that

aids female sufferers of domestic/sexual harm, Gillette should
have gone beyond the scope of their "We Believe" advertising
campaign. It might serve as an opportunity for Gillette to
demonstrate their dedication to defending women's rights and
being an agent of change. According to the information we
have gathered, Gillette is yet to issue any statements in
response to this push to join the movement. This gives the
impression that the corporation just made the advertisement
because it was popular at that point instead of actually
supporting the cause. Gillette ought to have launched some
monitor efforts or done some collaboration with other
companies or celebrities to demonstrate that they are
persistently pursuing their objective.

CONCLUSION

The future growth of Gillette rested on finding a careful balance

of upholding its core values, engaging in charitable activities,
and meeting shifting client demands. In order to maintain its
market-leading position, the company needed to keep changing
its promotional strategy, highlighting good masculinity, and
featuring varied portrayals. For Gillette's to stay current in the
fierce competition for men's razors and products for men, it
was imperative that it listened to buyer feedback, had
meaningful dialogues, and adjusted its approaches to reflect
cultural shifts.

By responding to consumers' demands for brands that are

socially responsible and compassionate, Gillette had the chance
to not only hold onto the marketplace but also to forge closer
ties with its wide range of client. By accepting change and
acknowledging the ability of advertising to influence views and
confront preconceptions, Gillette may strengthen its sense of
self and positively contribute to the continuing discussion about
masculinity in modern culture.