GILLETTE

“THE BEST MEN CAN BE”

 INTRODUCTION
 Gillette is an American brand of safety razors and
other personal care products including shaving
supplies, owned by the multi-national corporation 
Procter & Gamble (P&G).
 Based in Boston, Massachusetts, United States, it
was owned by The Gillette Company, a supplier of
products under various brands until that company
merged into P&G in 2005. The Gillette Company was
founded by King C. Gillette in 1901 as a safety razor 
manufacturer.
 Under the leadership of Colman M. Mockler Jr. as
CEO from 1975 to 1991,the company was the target
of multiple takeover attempts, from Ronald Perelman
 and Coniston Partners.In January 2005, Procter &
Gamble announced plans to merge with the Gillette
Company.
 HISTORY
 1900 – The Prototype
King C. Gillette has the revolutionary idea of disposable blades so thin and so strong, that they were initially deemed “impossible” to
forge by MIT-trained scientists. 
 1920 – New & Improved
The Gillette Safety Razor Company set their sights on creating the first ever mechanical innovation in the -young business’ history – by
devising a way to let the blade angle itself more accurately and improving the grip… the first “instrument of precision.” At this point in
time, Gillette had come up with the first adjustable razor with three different settings – for light, medium, and heavy beards. Later on
down the track, additional settings would be added totaling to nine whole configurations. 
 1965 – Techmatic
The Techmatic was the first system razor featuring what’s known as a ‘continuous band’. What this meant is that you’d no longer have
to touch the blade. This same design was also the earliest iteration of what we use today – in terms of aesthetic and function.
 1971 – Trac II
Gillette introduces the first twin-blade shaving system
 1985 – Atra Plus
Gillette introduces the first razor with a lubricating strip.
 1998 – Mach 3
Gillette once again sets the benchmark with triple-blade technology. If there’s anything men from all across the globe should be
thanking for the current quality of a close and smooth shave in the present day, it’s this.
 STORY BEHIND
GILLETTE
  MEN’S FACIAL TRENDS WERE CHANGING RAPIDLY IN THE
LATE 1800S. LONG BEARDS WERE OUT WHILE CLEAN CHINS
AND CHEEKS AND A WELL-MANICURED MUSTACHE WERE IN.
TO ACHIEVE THIS LOOK, MEN COULD GO TO A BARBER TWO
TO THREE TIMES PER WEEK OR SHAVE THEMSELVES, WHICH
COULD BE A DANGEROUS UNDERTAKING.
 STANDING AT HIS SINK IN THE EARLY MORNING, KING C.
GILLETTE REALIZED HIS PERMANENT BLADE RAZOR WAS
DULL AND REQUIRED PROFESSIONAL SHARPENING. IN THAT
MOMENT OF FRUSTRATION, HE SAW THAT THE ONLY
NECESSARY PART OF HIS BLADE WAS THE FINEST PART OF
THE TIP. HE QUICKLY ENVISIONED THAT TIP ON A FLATTENED
PIECE OF STEEL, SHARPENED ON BOTH SIDES, PRODUCED AT
SUCH A LOW COST THAT IT WAS EASILY AND QUICKLY
REPLACEABLE.
 KING C. GILLETTE’S NEW, DISPOSABLE RAZOR BLADE AND
 INFORMATION

OWNER : INTRODUCED PRODUCT

HEADQUATE
PROCTER & :  TYPE : STOCK PRICE
RS : Rehovot,
GAMBLE 28 September PERSONAL : 5,720 INR.
Israel. CARE
(P& G) 1901
 CEO OF GALLETTE
GARY COOMBE
In July 2019, Gary was appointed Chief Executive Officer
of P&G’s Global Grooming business, responsible for 10%
of total company revenue, worth $6.5 billion in annual
sales.

Gary now leads the P&L and global business operations

for P&G's collection of iconic shaving brands – Gillette,
Venus, Braun, Joy and the Art of Shaving – with 10,000
employees serving 800 million consumers in 170
countries around the world.

Gary was first appointed President of Global Grooming in

March 2018.
 “Provide an “Organize the
important service world's information
with great and make it
enthusiasm,producti universally
vity & dedication.” accessible and
useful.”
01 02 03
STRONG PRODUCT LINE : TARGETING: POSITIONING:
The company have the strong presence In order to differentiate the distinctive Most of the advertisements of the
with a large number of offerings and  features of its products, the brand uses company highlight the underlying
extended product line which is Differentiated targeting strategy. benefit of using the particular product
supplementing each other in the long  of the brand and therefore it uses usage
run resulting greater customer loyalty based positioning strategy.
and brand recall.

MARKETING STRATEGY
WHY GILLETE

Mix
Things Up
- Your
Way
Better Blades
leads to More
Outstanding
Shaves
 PRODUCT PROTOFOLIO
• RAZORS
• TRIMMERS
• BLADES
• DEODRANTS
• PRE & POST SHAVE CREAMS
• GELS
• FOAMS
LATEST BY GILLETTE
Introducing King C. Gillette, a new lineup
to master your beard from the pioneers of
grooming since 1901.

Introducing Planet KIND – a new kind of

shaving and skincare brand that's kind to
skin and the planet.

Designed to stop irritation for men with

sensitive skin and razor bumps.