Assignment: Marketing Principles

Registration No: 2111114

Name: Aqeel Ahmed
Section: 3A
Gillet's Old name was America Razor Company. Later on, the Name was Changed to Gillet. The Main and core
Product of Gillet is based on Men's Acessories and Grooming. However, Gillet Acquired many Products in its
time period and built diverse category of Different products. But their Hero product or you can say that core
product is Shaving Razor. Other than that personal care and beauty products. Gillet not only focuses on its
current core products but also acquired multiple franchises of multiple products which can be from electronics
to beauty care products in order to expand globally and letting there be space in & out. Gillet introduced brush
less razors and then by giving men an extra advantage of smooth shaving by providing shaving gel Cream.
They use Market penetration technique by expanding their Products into Markets of UK, Italy & Germany. By
expanding them they develop the Market for their Current product. Instead of making changes or creating new
products they increase the sales of their products by finding the market fit for them. However, after some time
when they see that the market needs are changing, they Innovate the current existing product by equipping it
with new techs and specs, although it is a Hard Task but they make and create the market for their new
stainless-steel razors for an extra comfort. They also acquired other businesses to become diverse in markets
and globally. And things go well for them and in their Favor.

• Analyses of Gillet products by using BCG Matrix:

Gillet Brush less Razors proved to be demanding for the consumer Market. According to my Analyses the
products prove to be extremely successful in addressing the Men's personal care needs. However, after some
time the product fall into the category of Cash Cow segment where as we found the decrease in the market as
they introduce the existing product with new features and specs.
Their most profitable product was Stainless steel Razor which capture the 80% of the market shares and this
product prove itself to be the star product. And their Networth increase to 9.5 billion from 3.7 billion.
However, they also acquired other business segments like smart appliances and surgical instruments but both of
these products and their demands in the market stay unpredictable and there was uncertainty in the market that
would these products will become the core product or not.
Conclusion: Gillet focuses on the profitability of the company by innovating and creating quality products for
the customer or consumer needs. They spent a lot for their advertisement of its core and other segment
products. Moreover, the company 8-10% revenue was turned into the company because of the Advertisement
and promotions by targeting Markets Current needs.