Marketing Research: Utilizing Brand Extension for Gillette's Growth

This marketing research report delves into the strategic challenges faced by Gillette, particularly in retaining consumers and attracting new ones due to marketing and promotional practices related to shaving foam. The report provides an overview of Gillette's organizational background, the competitive market structure in which it operates, and a problem identification focusing on consumer retention. It reviews literature on brand extension, highlighting its role in introducing new products and services, communicating trust, and generating brand awareness. The report suggests utilizing horizontal and vertical brand extension techniques, such as introducing shaving foam as a unique product category with varied pricing, to address these challenges. Limitations of the research, including time constraints and data privacy issues, are also discussed. The conclusion emphasizes the importance of brand extension in achieving competitive advantages, increasing profitability, and attracting international consumers. The report references relevant academic sources to support its analysis and recommendations.

MARKETING RESEARCH

Table of content
 INTRODUCTION
 TASK 3
 Organizational background and chosen sector
 Market structure of chosen sector
 Problem identification 4
 Brief review of appropriate literature and concepts of chose topic
 Suggestions on how brand extensions can be utilized to solve issue
 Limitations of research
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing research refer to procedure of collecting, recording, examining and utilizing
quantitative and qualitative data about specific thing such as an issue that is related to
products & services advertising.
 This process provides a lot of benefits to marketer in term of providing strategic solution that
they used to reach desire outcome.
 The current presentation will be based on Gillette, which falls under the category of top
American brands of safety razors and other personal care items.

Conti..
 The assignment will explain company background, sector in which it has been operated
and problem statement.
 Furthermore, the study will justify review of literature and concept of chosen subject as
well as recommendations that help to resolve problem.
 Lastly, the report will also clarify limitations of current research.

Organizational background and chosen sector
 Gillette is one of the top shaving razor brands in the world, because it
has provided those tools to individual person that they use to look and
feel the best.
 One of the biggest secrets of chosen company success is that every
year, it may launch or introduce a unique incremental product
improvement, which is slightly better, more expensive and profitable.

Market structure of chosen sector
 The market in which Gillette is recently operating and running its venture is quite
competitive as there are many brands existing in the same market, who are offering and
providing the best personal care as well as grooming products to their target market.
 The competitive level within market where chosen firm is operating is high, because each
brand is able to give tough competition to their competitors, in varied manners.
 Edgewell personal care, Bidco Africa, Spectrum brands, Energizer and Unilever, are
included in category of Gillette’s biggest rivals that are capable to give it tough
competition.

Problem identification
 Gillette and its management may face issue to retain consumers and gain the
attention of new, just because of not conducting appropriate marketing or
promotional practices reading shaving foam.
 It may put negative impact on its brand image and profitability, which is not
suitable for organizational progress and success in the market.

Brief review of appropriate literature and
concepts of chose topic
 According to, Osorio and et.al., (2021) brand extension refers to set of strategic practices that
has been conducted to introduce a new product or service in the market, for purpose of
gaining consumers attention and increasing profitability.
 It may aid a company whether it is public or private to communicate trust and generate brand
awareness in the market, where potential and profitable stakeholders are existing.
 Product form and brand distinction are the best examples of brand extension, which play
significant role in an organizational progress as well as success.

Suggestions on how brand extensions can be
utilized to solve issue
 Gillette and its management can utilize specific model or
approach to overcome the issue that they are facing, which may
put direct impact on its performance and productivity in
negative manner.
 For example, they can take brand extension concept into
consideration, that aid to solve issue in effective manner.
 Organization according to this term can use horizontal and
vertical extension techniques, which drive its attention toward
introducing shaving foam in as a unique category of item with
different price level.

Limitations of research
 While conducting a research, individual researcher has faced varied issues as key limitation
that put negative impact on their productivity and effectiveness.
 In the context of current study or investigation based on brand extension topic, lack of time is
the biggest limitation that affect the way work may plan to done.
 It is quite important for a research to utilize the time that they have in access, because it may
play significant role to provide desire results at the end of study, in systematic and appropriate
manner.
 High data privacy is another limitation of research that also affect in similar manner as above
may put in the context of current investigation of researcher regarding selected topic.

CONCLUSION
 From above analysis, it has been concluded that organizations have built wide customer
base, by gaining the attention of potential and profitable consumers.
 It has also gained competitive advantages by conducting practices and adopting key
approaches related to brand extension that have played vital role in growth and success
of company.
 By applying appropriate methods, organization has taken pleasure of increasing
profitability and productivity level, even better than its rivals that are operating in
similar sector.
 By producing and offering shaving foam, it has attracted international consumers,
which in turn promoted product globally after obtaining appropriate satisfaction.

REFERENCES
 Osorio, M. L and et.al., 2021. Authenticity, fit and product type: Testing a celebrity
brand extension model cross-culturally. Journal of Retailing and Consumer Services.
63. p.102736.
 Zhu, W., Mou, J. and Koong, K. S., 2021. Exploring brand extension evaluation in the
mobile internet environment. International Journal of Mobile Communications. 19(3).
pp.327-344.