Case Study on Gilette

Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.

Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.

Option 2: Gillette (pp. 612–613)

  1. Gillette has successfully convinced the world that more is better in terms of number of blades and other razor features. How did they do it? Why has that worked in the past? Will it continue to work in the future? Why, or why not? Will Gillette ever become as successful at marketing to women as to men? Why, or why not?
  2. Why have Gillette’s sports marketing partnerships been so successful in developing their brand equity?
  3. Some of Gillette’s spokespeople such as Derek Jeter and Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain.
  4. Discuss the effectiveness of their overall marketing campaign including advertising, personal selling, promotion, events, and public relations strategies.
  5. Recommend next steps for Gillette with respect to their marketing and advertising strategies.

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