Global Market Analysis of Gillette in the Forms of their Marketing Mix

Running head: INTERNATIONAL MARKETING
International marketing
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1INTERNATIONAL MARKETING
Executive summary
The aim of this report is to discuss about the targeting and segmentation strategies of Gillette
along with their positioning variable in the global market. Different factors in respect to these
elements are being discussed in this report. In addition, this report also discussed about the
global strategy of Gillette in the forms of their marketing mix elements. It is identified that they
are following both standardization and market adaptation strategy in penetrating in the global
market. This report concludes that Gillette is following effective brand communication strategies
to meet their vision of covering more market area and becoming the market leader in the male
grooming sector.

2INTERNATIONAL MARKETING
Table of Contents
Introduction......................................................................................................................................3
Segmentation strategies of Gillette..................................................................................................3
Targeting strategies of Gillette........................................................................................................4
Positioning strategies.......................................................................................................................5
Global marketing strategy of Gillette..............................................................................................6
Product.........................................................................................................................................6
Price.............................................................................................................................................7
Place.............................................................................................................................................7
Promotion....................................................................................................................................8
Brand communication strategies for Gillette...................................................................................9
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................11

3INTERNATIONAL MARKETING
Introduction
In the current business scenario, there are number of business sectors that are highly
competitive in nature compared to others. This situation is forcing the marketers in identifying
the sub-categories for their products. For instance, the women grooming and cosmetic sector is
highly competitive with the presence of good number of players operating in the market. This
has prompted to identify sub-categories such as men grooming market (Pather 2017). Gillette is
one such brand, which is positioned among the men grooming sector and offers different
products ranging from shaving kits to skincare products. However, with the development of this
sector, more players are entering, which is further getting the level of competition increased.
Thus, it is important for them to enter in the foreign markets and majority of the products of
Gillette are being available across the world (Sowad 2017).
It is also important for Gillette to identify the cultural differences in different countries
such as between India and the United Kingdom. Accordingly they should offer and position their
products in the particular market (Williams and Williams 2017). In this case, the Hofstede’s
cultural dimensions are important to follow in identifying the differences in different regions.
This report will discuss about the segmentation, targeting and positioning strategies being
followed by Gillette in their global operations. In addition, the marketing mix elements of them
will also be discussed based on their standardization and adaptation strategies. Branding
strategies of them will also be discussed in this report.
Segmentation strategies of Gillette
There are number of customer segments being targeted by Gillette in their global
operations. Thus, in order to identify the customer segmentation strategies of Gillette, different