I.

Introduction

Furthermore, the Gillette razor offers distinctive qualities that set it apart from competitors, allowing
it to maintain its position as a top men's grooming brand in Vietnam.
other competitors lack, which make Gillette earn its place as a leading men’s grooming brand in
Vietnam

1. Company Description

     1.1. Company

King Camp Gillette founded the Gillette Company in 1901 as a safety razor
manufacturer (FundingUniverse n.d.). As of October 1, 2005, The Gillette Company is a
subsidiary of The Procter & Gamble (P&G) Company headquartered in Boston,
Massachusetts (Forbes 2020). The Gillette Company manufactures and distributes men's
care products: power and manual razors and razor blades; shave gels, foams, creams;
skincare and aftershave products; antiperspirants and deodorants; and thermal scrubs,
sensitive face wash products, intensive cooling lotions, UV moisturizers the one’s body
wash product (Gillette Crunchbase n.d.).
In 1995, they entered the Vietnam market (Brunsman 2015). After 20 years in
Vietnam, Gillette launched its company in Binh Duong Province (VnExpress 2015). Thanks
to thon, Vietnamese customers can use this brand product in their own country (Gillette
Crunchbase n.d.).                                                                                                            

 1.2.  History

 1895: King Gillette came up with the idea, developing the concept into a working
model and drawings protected (Gillette n.d.).
 1901:  Gillette and other project members founded The American Safety Razor
Company after getting stuck with manufacturing the blade within six years (Gillette
n.d.).
 1995: Gillette entered the Vietnam market after the government opened to
commerce among Western countries (Gillette n.d.).
 2015: P&G Parent Company invested 100 Billion Dollars in operating Gillette
Factory in Vietnam (The Saigon Times 2015).
 2020: P&G donated 15 billion VND and personal hygiene kits (Gillette, Ariel,etc) to
support Vietnam during Covid-19 (Vietnam Investment Review 2021).
 2021: P&G continues to invest money for the reconstruction of Gillette manufactory
(Vietnam Construction 2021).

      1.3 CEO
   According to The Marketing Society (n.d.), Gary Coombe oversees P&G's global
grooming business, including the world's largest shaving brands, including Gillette,
Venus, Braun, joy, and The Art of Shaving. The grooming business accounts for 10% of
total company revenue, serving nearly 800 million customers worldwide (The Marketing
Society n.d.).

       1.4 Mission & Vision Statement 

  The Gillette Company is a worldwide consumer products marketer seeking a

competitive edge in high-quality, value-added personal care and personal-use products
(Comparably n.d.). They are dedicated to increasing shareholder value via long-term
profitable growth. 
  The vision of The Gillette Company is to create Total Brand Value by innovating
to offer consumer value and customer leadership quicker, better, and more thoroughly
than competitors. “This is truly a moment of great pride as we celebrate 20 years of
realizing our company’s mission of touching and improving the lives of Vietnamese
consumers for now and for future generations”,  said Hatsunori Kiriyama, P&G’s
president for Asia (Vietnamnet 2015).
  “Throughout these years, we have remained steadfast in our commitment to
being a model investor and an exemplary corporate citizen in Vietnam,” he said. “P&G
continues to be optimistic about the country’s long-term outlook and strongly believes in
the potential growth of Vietnam” (Vietnam Briefing 2015).

2. Product description

2.1 Features and Functions

  Gillette Fusion5 Proglide Power Razor uses Flexball Handle Technology which
allows the blades to respond to the contours of the face to get virtually every hair (Amazon
n.d.). According to Gillette (n.d.), Fusion ProGlide's electrical shave function provides a
precision trimmer that gentle shaves to reduce damage and increase razor glide for a
smooth and comfortable shave. The thinner, sharper low blades (4 heads compared to
Fusion) with premium impedance coating effectively shave through thick beards with less
pull and push than Fusion and hard-to-reach areas edging & styling facial hair. The
Gillette Fusion ProGlide Power's enhanced lubrastrip is loaded with polymers, allowing
it to glide easily over skin, even on repeat strokes (Gillette n.d.).

2.2 Market Share 

There are no specific data of Gillette company account for in the Vietnamese market.

2.3 Style and Design

  Gillette Fusion Proglide Power consists of 5 blades and 1 trimmer to shave

sharply without leaving any scratches or rashes and make the skin smooth when finished
(Amazon n.d.). With a small orange rubber ball (flex ball) installed between the razor
handle and blade, we can flexibly move the razor to trim and design our favorite beard
styling (Gillette n.d.). One of the most pleasant things is an aloe vera gel on the blade
which prevents any allergies and smoothen skin while we are trimming (Cherney 2019).
Moreover, this razor has been run by a battery (AAA), which is compatible to bring along,
 to massage our face by vibrating the blade. According to Barrymore J (n.d.), a vibrating
razor helps us to pull the skin to shave closer. Therefore, we are comfortable with our
shaved faces without any hair skin leftovers. 

2.4 Brand Awareness

  The Gillette brand has an incredibly high recognition rate thanks to marketing
campaigns and promotion programs that contribute significantly to men’s grooming’s
spectacular growth. Gillette does provide different types and prices of products to serve
targeted customers. The company realized that customers also valued safety and ease of
use, dedicated to driving innovative technology apart from affordability. One of Gillette’s
strategies is a prestigious position in the marketplace and experience while using products
that enhance customer values by offering superior product qualities (Campaign 2004).
  According to Euromonitor International (2021), 50% of respondents (compared to
38% globally) would buy fewer but higher quality instead. On the other hand, 70% of
respondents (compared to 44% globally) say they prefer branded goods to non-branded
alternatives.
  Therefore, it is undeniable that Gillette is now the leading brand in the
marketplace.

 
II. MARKETING ENVIRONMENT 

1. Microenvironment

1.1 Suppliers

  Gillette Vietnam's suppliers are from the Gillette Factory Vietnam. In 2015, Procter
& Gamble broke ground on a $100 million factory in Vietnam, which will make razors for its
Gillette brand in Binh Duong Province (The Saigon Times 2015). 
According to Vietnam Briefing (2015), the new plant in the Vietnam Singapore
Industrial Park II will bring P&G's total investment in Vietnam to $360 million. 
  Plastic boxes of Gillette are imported from Poland with more than 13.600 USD, and
Malaysia has imported Women’s blister shaving products to Vietnam (Vietnam Trade
2019).

1.2 Competitors

a. Indirect competitors

  Electric shavers could be considered indirect competitive rivals with Gillette since it
also provides more effective hair removal without going over the face than a razor
(Hurwood 2016). Moreover, using an electric shaver is also much quicker than using a
razor, as no wetting or lathering is required, such as Panasonic Electric shavers, Philip
Norelco, etc. There is nothing specific about customers’ behavior toward electric shavers in
the Vietnamese market.
 b. Direct competitors
  Even though Gillette makes up a high proportion of man grooming products, Super Max,
DORCO, and Schick are competitors of Gillette. They are also providing customers with the
most effective and various segments. There is not any specific data about the market share that
these competitors make up. On the other hand, for instance, Super Max, a trusted brand in over
150 countries, provides the customer with strong and thick sharp blades suitable for people with
thick beard (SuperMax n.d.); Schick, a Canadian razor brand also takes customers safe
satisfaction after using razor into consideration by adding aloe vera, Jojoba, 4 titanium-coated
blades to reduce irritation, and edging blade and pivoting head for extra precision (Schick n.d.).

1.3. Customers

a.  Consumers
  Overall, Gillette is highly regarded as the most affordable brand by considering
customers’ behaviour and habits. According to Gillette (n.d.), male customers between the
ages of 13 and 16 who discover facial hair for the first time tend to start using razors for
self-care. Capturing this psychology, Gillette manufactures high-quality products with
different prices to serve specific segmentations (Yang 2018). Moreover, Gillette intensely
takes care of its customers by enhancing the value of customers’ beauty. Therefore, buying
their product is not simply a demand. It is also to improve and affirm consumers’ value
(Brands Vietnam 2015).
 
According to Euromonitor International (2018), smartphone users have increased
dramatically in Vietnam, stimulating potential E-commerce growth. Vietnamese people,
including Gillette’s customers, will spend more time online shopping. Due to the Covid 19
Pandemic, beauty, and personal care items purchased accounted for 51% (Euromonitor
International 2020).
 
  To leverage consumer internet usage, more marketing activities and promotional
campaigns have been launched on these sites. P&G substantially examines online
customer experiences to provide relatable goods (Cameron, 2020).

b.  Retailer
 
  Gillette goods can be found in every major supermarket chain in Vietnam, including
Co.op Mart, Vinmart, and Lotte Mart, as well as several convenience shop brands such as
Circle K, Family Mart, and 7eleven. Furthermore, the product is available on e-commerce
sites such as Shopee, Lazada, Tiki, Watson, etc. It is also available at grocery shops.
According to Euromonitor International (2020), Gillette accounted for 9,1% in market share
for men's grooming retail value RSP. 
  According to Statista (2020), in 2020, e-commerce revenue amounted to
approximately 11.8 billion U.S. dollars, accounting for approximately 5.5 percent of the
total retail sales of goods and services in Vietnam that year. Besides, in 2020, the monthly
spending on fast-moving consumer goods (FMCG) in Vietnam was around 1.43 million
Vietnamese dongs in urban areas and approximately 0.85 million Vietnamese dongs in
rural areas (Statista 2020).
  Over the forecast period, men's grooming is expected to benefit from the ongoing
e-commerce boom, as consumers go on to shop for their goods online because of the
 convenience and discount savings available, such as regular promotional events from
online platforms like Shopee, Lazada, and Tiki. For instance, Shopee has “Super Brand
Day 22.11’’, Tiki has “ Flash Sales 11.11”, etc.

1.5 Intermediaries

a. Reseller
  Major retail companies such as Lotte Mart, Coop Mart, and BigC work with P&G
to distribute products to customers. The number of supermarkets in Vietnam rose from 246
to 308 between 2017 and 2018, owing in part to the suburbanization of the country (Q&Me
2018). As a result, their vast reach into our daily lives has been more practical, resulting in
consistently expanding Gillette sales. Nonetheless, despite all of the current retail progress
brought about by urbanization and a booming economy, Vietnam has a dominating
traditional retail strategy (Christou 2018). Besides, Gillette has yet to focus on mini-market
and convenience store formats though these channels are gaining popularity in Vietnam
(Kantar Worldpanel Insight Handbook 2019, pp. 59). 

b. Marketing service agencies

  In Vietnam, Gillette owes its success to a specific marketing approach, advertising

through social media websites. The latest marketing campaign published on  Gillette
Vietnam Facebook Page was on the 9th, September 2020. This  advertisement were
produced to run across various platforms. In 1910 popular major league baseballers
endorsed the Gillette razor, beginning a relationship between Gillette and sport over 90
years (Campaign 2004). Therefore, Dang Van Lam - The goalkeeper of the Vietnam
National football team, was a brand representative face for the Gillette Guard product line.
This marketing campaign emphasizes Gillette’s branding story, which will help the
company spread it widely and effectively to Vietnamese customers.
 Figure 1: Dang Van Lam was a brand ambassador for Gillette Guard 3 product
(Reproduced from Facebook.com 2020)

1.6 Public 
According to Euromonitor (2020), men's grooming is predicted to bounce back and
demonstrate robust growth rates in the Vietnamese financial public throughout the
projection period, owing mainly to Vietnam’s expected healthy economic performance and
increased living standards. According to the General Statistics Office report in December
2020, the Vietnam economy was anticipated to rise by 2% by the end of 2020 and by 6%
in 2021, mainly owing to different niche laws established by the government to aid the
economy's recovery (Euromonitor 2020).
 
Even after the disruption of the pandemic, Vietnamese consumers, particularly the
rapidly growing number of middle-class consumers, still tend to trust and appreciate
established brands (Deloitte n.d.). According to Euromonitor International (2020), 70% of
respondents (compared to 44% globally) prefer branded goods to non-branded
alternatives. Also, despite increasing price-consciousness, only 23% of respondents say
they intend to shift their brand loyalties and increase their spending on less expensive
private label/store brand goods in the future (Euromonitor International 2020).  

2. Macroenvironment 

2.1 Technology

  According to Gillette (2021), a significant change across their collection is the

launch of upgraded shaving technology for every 5-blade Gillette razor, meaning
customers will be able to enjoy a great shave in 2021, as we bring 120 years of
 innovation to life. Their upgraded range will now feature Gillette’s lowest cutting-edge
blade edge technology, designed to cut hair with less tug and pull for great closeness
and comfort. Thanks to the debut of entirely new sustainable packaging throughout our
whole range, Gillette has made significant efforts to lead the way in the male grooming
sector. Their razor packs' packaging, including the internal trays, is now totally recyclable
and constructed with 50% recycled materials (Gillette n.d.). Gillette has also redesigned
their razor handles to kick off the new year. They still retain their much-loved iconic
features, such as FlexBall technology. Still, they have undergone a modern makeover to
make them a little sleeker. 
  Statista (2021) states that the e-commerce sector has grown rapidly in recent
years as a result of Vietnam's digitally-savvy population. Compared to only a few years
earlier in 2018, the e-commerce value share of personal care items in Vietnam's
metropolitan regions expanded more than double in 2020 (Statista 2021). Online firms
have been customizing their customer experience to satisfy the increasing demand for
online services as more consumers get comfortable purchasing these things online.
Even after the epidemic, this new buying habit is expected to persist (McAdams 2021).

2.2 Natural

  More than 800 million consumers around the world trust Gillette for their
grooming needs (P&G 2018). They want to help set a new standard of environmental
excellence by using fewer resources by 2030 (Gillette n.d.). According to Gillette (n.d.),
they plan to improve our environmental footprint across many vital areas like packaging,
product waste, water conservation, manufacturing operations, and our supply chain
collaborating with Gillette Vietnam. They are also fully committed to providing consumers
with the highest quality products and using safe ingredients they can trust, so they have
set clear goals and have made significant strides in several areas, such as recyclable
packaging, long-lasting products, and extended durability (Gillette n.d.). Over the last ten
years, they have also reduced their energy use across our plants by 392,851GJs, which
is enough energy to power more than 17 million homes (Gigajoule). They are committed
to doing more, and are working to achieve 100% renewable purchased electricity, 35%
reduction in water consumption per production and reduce greenhouse gas emissions
for manufacturing by 50% by 2030 (Gillette n.d.). 
Vietnamese per capita plastic waste is the third highest in Southeast Asia
(Nguyen 2019), increasing more than 10-fold in the last three decades. Vietnam annually
produces 1.8 million tons of plastic waste, but only 27% is recycled. Each Vietnamese
person consumed only 3.8 kg of plastic in 1990, but 28 years later, this had risen to 41.3
kg (Ramnath & Velasco n.d.). That is why reducing waste with methods like recycling
and long-lasting, durable products would greatly benefit Vietnam’s environment for the
long term.
 
 
 
  2.3 Political factors

  Political stabilities: According to Euromonitor (2021), in 2015, the Political

stability and absence of the violet index of Vietnam are 0,1, which means Vietnam is a
safe and stable place for foreign corporations to invest. Mr. Emre Olcer, CEO of P&G
Vietnam, confirmed the stability is one of the factors that made P&G decide to invest 100
 million dollars to build the Gillette factory Binh Duong, Vietnam, instead of Indonesia or
China (The Saigon Times 2015)
  Tax and policy: Vietnam government has issued the Investment Law (National
assembly) (2020) 61/2020/QH14 that provides many tax incentives and protects the
rights of FDI companies. Furthermore, according to the Law on export and import duties
(National Assembly) (2016) (107/2016/QH13), raw materials that are imported to
produce exported products will not be taxed. This factor is essential because most
products from the Gillette factory in Vietnam will be exported to other Asia markets.
  Government policy toward the Covid-19 pandemic: In the context of the Covid-19
cases increasing out of control, on July 17 th, Prime Minister Pham Minh Chinh issued
official document No. 969/TTg-KGVX in which 16 southern provinces, including Binh
Duong, where Gillette factory-based, must follow Directive 16. To be more specific, in
Directive 16, The company or factory-like Gillette had to strictly follow many safety
regulations such as “3 tai cho” or “1 cung duong 2 dia diem”. Otherwise, they would have
to stop operating.

2.4 Demographic factors

  1. Population and age structure

  According to Euromonitor (2021), in 2030, the population of Vietnam is expected
to increase by about 10% to 104.512 million. However, the figures for 25 to 29 years old
will decrease significantly from 8.2 million to 6 million in 2030 (Euromonitor 2021).
Meanwhile, the 30-34 is expected to peak at 8.42 million in 2024 and decline
dramatically to 6.3 million in 2030 (Euromonitor 2021).
  These factors will significantly affect Gillette because there will be many changes
in the number of people aged 25-34 years old interested in Gillette the most (Chen
2019).

  According to Statista (2021), the percentage of Vietnamese living in urban areas

apart from affordability is expected to increase continuously to 50% of the total
population in 2030 and 64.8% in 2050; this might be an opportunity for Gillette because
most of their targeted customers are living in urban areas and huge cities.

3. SWOT Analysis
 

Strengths Weaknesses
 Long established
company: Gillette has more
than 100 years of innovation
(Gillette n.d.). Gillette is credited
with being one of the most
innovative companies in the
business. Their core product is a
shaving razor, but they have
given the product so many
augmentations through a stream
of innovations. This appetite for
innovation is a core strength of
the brand (Hitesh Bhasin, 2019).
Strong parent company:
Global consumer goods giant Procter
& Gamble has completed its $57
billion (€47.27bn; £32.21bn) takeover
of Gillette ( Warc 2005 ). P&G was
founded over 180 years ago as a soap
and candle company. Today, they are
the world’s largest consumer goods
company and home to many iconic
trusted brands (LinkedIn n.d.).
aWide range of products:
Gillette provides their consumers with
a variety of products to meet the
needs of their customers while staying
within their budget. 
Opportunities
Demand for personal care:
Lack of Communication with
Vietnamese customers on social media: 
The last post on Gillette Vietnam was on
2020 September
All HyperLinks to the website and
customers’ groups provided on their Facebook page
are inaccessible (viewed on 16/11/2021)
http://gillette.com.vn/
www.everydayme.com.vn/nhãn/gillette
 
Weakness of Gillette Fusion ProGlide
Power: the biggest reason customers hesitate to
purchase Gillette Fusion ProGlide Power is its
price of around 300,000 VND and more than 50,000
VND for each replacement razor.
According to Statista (2021), Vietnamese
spend on personal care products 13,1% (rural areas)
and 17,9% (urban areas) of their total expenditure on
FMCG (which is 0.85 mil Dong and 1.5 mil Dong
respectively)
Therefore, Vietnamese with an average
income are most likely to buy other products from
Gillette or competitors such as Supermax swift 3
(70,000 VND) or Gillette Guard (50,000 VND) even if
they provide lower price shaving experience. 
 
Threats
Some misleading advertisements can cause
 serious consequences. In 2019, people argued
Vietnam has one of the fastest- Gillette TVC claimed that all males always use
growing middle-class populations in violence on their counterparts and children.
Southeast Asia. As people have more Customers considered the idea “We believe” on their
disposable income, the need for marketing content as a toxic masculinity. Though
various consumer goods has some customers agree with TVC’s meaning, most
increased, especially for cosmetics people boycott this brand and tend to throw away all
and personal care items. Although the this brand’s products.
revenue of the beauty and personal  
care market in Vietnam slightly
decreased in 2020 due to the impact
of the COVID-19 pandemic, it was
forecasted to grow again as
consumers regain their confidence to
spend (Statista 2021).
Increase in population:
According to heavily considered
variables Statista (2020), by 2030, the
population of Vietnam was forecasted
to reach approximately 104.16 million
people and this number is predicted to
rise to 109.61 in 2050. This increase
in population will create a higher
demand for Gillette products.

III. CUSTOMER-DRIVEN MARKETING STRATEGY (STDP):

1. Segmentation
Segment Demographic Psychographic Behavioral Geographic
Characteristics Characteristics Characteristics Characteristics

Young Age: 15-25 years Lifestyle: Loyalty: High Mostly in urban

adults old + Busy life User status: areas, especially
Generation: Gen because they Potential user, first- big cities like Ho
Z have to do a lot of time user, regular Chi Minh and Ha
Gender: male activities to satisfy user Noi
Income: No or low their wants Usage rate:
income, may work + Make extensive Medium-heavy user
part-time  use of social Benefit sought
Family life cycle: media Look for a razor
single, living with + Stay up with with high quality
parents or being trends and reasonable
independent + Interested in price to maintain an
 Occupation: high networking attractive body
school student or + Pay much image.
undergraduate attention to their  
student/ newly- looks
graduated student Personality:
+ Energetic
+ Imaginative
+ Smart
+ Enthusiastic
+Out-going
+Sociable

Adults Age: 26-40 years Lifestyle: Loyalty: High Mostly in urban

old +Fast-paced life User status: areas, especially
Income: Middle to + Independent life regular user, big cities like Ho
High income + Difficult to potential user Chi Minh and Ha
Generation: early maintain work-life Usage rate: heavy Noi
Gen Z and equilibrium user
Millennials  + Be prone to Benefit sought: 
Gender: male anxiety Seek for a
Family life cycle: + High level of convenient, well-
Single or married, health qualified and
living independent consciousness durable razor to
Occupation: + Want to satisfy their desires
Graduate student, maintain an of having a neat
full-time employee attractive and clean-cut
or employer  appearance appearance
Personality:
+Career-oriented
+Adaptive
+Out-going
+Hard-working
+Enthusiastic
+ Sophisticated
+Clever

Middle- Age: 41-60 years Lifestyle: Loyalty: Medium Mostly in urban

aged old +Hectic life (too high) areas, especially
Adults Income: Middle to +Independent life User status: big cities like Ho
High income +Maintain a high Regular user, ex- Chi Minh and Ha
Generation: Early level of health user Noi
Millennials and awareness Usage rate:
Gen X +Have more Medium-heavy user
Gender: Male leisure time Benefit sought: 
Family life cycle: Personality: + Look for a long-
Single, married +Family oriented, lasting and
with children or be concerned convenient razor
married without about their own + Stop irritation for
children and their family’s men with sensitive
 Occupation: Full- health skin 
time worker or +Decisive  stop irritation for
professional + Adaptable men with sensitive
employer + Responsible skin
+Caring
+Calm
+Stable

2. Targeting

Although a company has the greatest product in the world, if it is attempting to sell them
to the wrong individual, it will never meet its sales goals (Path Digital Solution n.d.). In
recognition of this, Gillette has effectively adopted differentiated marketing strategies. 

Gillette Fusion ProGlide Power prioritized adults among the three client categories
stated above. According to Chen (2019), the majority of people interested in Gillette were
between 25-34 years old.  Since they are all 25 and over with an average monthly wage of
around 7.08 million VND, they could afford this premium-priced product (Statista 2021). 

On the other hand, men in this sector are more concerned with self-image, particularly
maintaining a masculine appearance due to a higher degree of sociability and romantic interest
(Handler & Goldberg 2018). When men's attention to beauty increases, personal care products,
especially razors, become increasingly sought after. Men's grooming is becoming more popular,
which will assist raise sales in the area in the future (Passport 2021). According to Passport
(2021), men's grooming is predicted to grow at a 9% current value CAGR (5% constant 2020
value) throughout the projection period, reaching 7.9 trillion VND in 2025. Hence, the Gillette
Fusion ProGlide Power is well-suited to the needs of men in this group since includes specific
features assisting consumers in reducing skin irritation and allowing the razor to glide even
more easily over the skin (Gillette n.d.). 

The average usage of the internet by Vietnamese people counts for 5.2 hours each day
and that of mobile internet is 2.7 hours per day (Q&Me n.d.). The Vietnamese are also avid
users of social media, especially Facebook (Q&Me n.d.). Vietnamese people use Facebook for
more than just exchanging information; they also utilize it for other creative activities like e-
commerce and seeking partners (Q&Me n.d.). In 2021, 71,7 million Vietnamese individuals will
use social media, with 65,56 million of them using Facebook (Statista 2021). As a result, Gillette
decided to promote their brand on Facebook. They use this vast social media platform to upload
images of their new items or marketing efforts in order to reach a broader audience, as
Facebook is the most significant source of information in Vietnam (Q&Me n.d.).
Figure 2: Sales promotion of Gillette Vietnam on Facebook (Reproduced from Facebook.com
2017)

3. DIFFERENTIATION

3.1 PRODUCT DIFFERENTIATION

 There are some special features that make Gillette Fusion ProGlide Power stand out
in the market. According to Gillette (n.d.), thanks to FlexBall Technology, the razor adjusts to
every angle of the customer's face for a close and pleasant shave. The Fusion ProGlide Power
onboard battery emits calming Micropulses that minimize friction and improve razor glide,
allowing the razor blades to move so smoothly that users hardly feel them (Amazon n.d.). For a
close shave, microfins softly stretch and smooth the skin (Gillette n.d.). The Gillette Fusion
ProGlide Power's Enhanced Lubrastrip is loaded with mineral oil and lubricating polymers,
allowing it to glide easily over skin even on repeat strokes (Tiki n.d.). Moreover, all Fusion razor
blades fit all Fusion handles (Gillette n.d.) so that customers can easily change different blades
in order to enhance their shaving experience.
Gillette Fusion ProGlide Power’s current price is between 300,000 and 350,000 dong.
This is a reasonable price for those who have medium to high income and look for a well-
qualified and convenient razor. Specifically, Gillette Vietnam has monthly sale promotions
collaborating with Shopee to boost customer satisfaction (Figure 2).
Figure 3: Gillette Vietnam’s sales promotion on Facebook (Reproduced from Facebook.com
n.d.)

3.2 CHANNEL DIFFERENTIATION

In most sections of Vietnam, Gillette supplies items to regional retailers, shopping malls,
and wholesalers. The items are available through online and offline channels, making them
accessible to domestic and international buyers.

Furthermore, In Vietnam, the current digital population and growing internet penetration
give exceptional circumstances for e-commerce enterprises to thrive (Statista 2021). In the
National E-Commerce Development Master Plan for the period 2021 – 2025, the Government
anticipated that 55 percent of the nation's inhabitants would undertake online shopping by the
end of 2025, and the annual expenditure for online shopping would be roughly US$600 per
person every year (VietnamNews 2020). As one of the fastest-growing internet economies in
Southeast Asia, Vietnam's e-commerce market value reached almost 12 billion US dollars in
2020, positioning it only behind Indonesia, Thailand, and Singapore (Statista 2021). Vietnam's
e-commerce business is predicted to continue to flourish in 2021, and e-commerce revenue
may approach 12 billion USD (VietnamCredit 2021). Hence, Gillette opted to acquire its goods
broadly on e-commerce platforms such as Shopee and Tiki (Shopee n.d.; Tiki n.d.). In terms of
distribution, Gillette has successfully separated itself from its rivals by doing so.

4. POSITIONING

The map includes two variables that are heavily considered when purchasing a razor:
shaving experience quality and price. These two characteristics determine Gillette's market
position since they substantially impact how consumers and the general public view the brand.
 Comfort and skin irritation prevention: Gillette has successfully positioned itself as a
leading razor brand in offering customers very high-quality products. With the unique FlexBall
technology and the sharp 5-blades, this razor brings users uncompromising closeness and
comfort. According to Malin (2020), skin irritation is the culprit of improper shaving techniques.
In acknowledgement of this, Gillette Fusion ProGlide Power has the Enhanced Lubrastrip that
helps prevent skin irritation without using additional products such as shaving cream. Thanks to
the following features, Gillette provides customers with a smooth look regardless of skin and
hair type.
  All the attributes mentioned brings Gillette Fusion ProGlide Power to first place in the
top 4 of the best razors for men, while its competitor Schick ranks second (TopBrands 2021).
However, the other competitors, Dorco and SuperMax, do not appear in the top 4 since they
have fewer features and shaving effects that cannot satisfy adult customers’ needs.
Consequently, Gillette Fusion ProGlide Power has made a good impression on customers with
middle to high income.  
Price: Gillette Fusion ProGlide Power was introduced at a premium price when
compared to its competitors. The table below shows that the pricing of the Gillette Fusion
ProGlide Power is 275,000 VND, which is the most expensive of the four items discussed. This
product is only affordable to individuals with a middle or high income, based on its pricing.

Product Price
 Super Max Swift 3 35,000 VND

Dorco Pace 3 90,000 VND

Schick Quattro Titanium 4 200,000 VND

Gillette Fusion ProGlide 275,000VND

Power
(Shopee n.d.)

Value Proposition: With the Gillette Fusion ProGlide Power, Gillette has pursued the
"More for more" positioning strategy by providing a high-quality razor with distinguishing
features and an appealing appearance at a premium price. These factors contribute to Gillette's
position as the most well-known brand in Vietnam's men's grooming market. With the slogan
"The Best A Man Can Get", Gillette is considered as a brand that motivates men to be their
greatest version. It is devoted to pushing improvements to its goods to fulfill the diverse
expectations of its consumers and promoting #TheBestMenCanBe (Gillette n.d.). Though the
price may be out of reach for specific consumers, such as young adults, the benefits they
receive may explain why the product is a must-have item.

IV. CONCLUSION
A. Overview
In conclusion, after 26 years of participating in the Vietnam market, Gillette has
dominated the men’s grooming industry thanks to its high-quality products which meet the
demand of its customers to have an attractive appearance. Furthermore, the Gillette razor offers
distinctive qualities that set it apart from its competitors, allowing it to maintain its position as a
top men's grooming brand in Vietnam. Thanks to the wide channel distribution, Gillette’s
products are sold on both e-commerce platforms and brick-and-mortar stores.
B. Prospect
Despite the dominance of Gillette in the men's grooming market in Vietnam, Gillette has
several points to improve if they want to win the hearts of Vietnamese consumers. After
analyzing Gillette's products and current strategies, it is concluded that the brand should put
more effort into improving communication with Vietnamese customers through social media by
posting more marketing campaigns on the Gillette Vietnam page on Facebook to broader
consumers. Moreover, the brand needs to improve to better serve the market regarding their
high price compared to other competitors. Furthermore, Gillette should take advantage of all
opportunities they recently have in order to meet clients' desires and develop the brand. If they
follow this way, they will be able to grow their market share and sustain their position in such a
dynamic market as Vietnam.