Gillette is a personal care brand that primarily offers shaving products, including razors and shaving cream. In
Question:
Gillette is a personal care brand that primarily offers shaving products, including razors and shaving cream. In particular, they offer razors that are for the target audience of females and males.
The women's razor section features a sea of pink, turquoise, and mint green inspired, it would seem, by the belief that adult women desire Disney-princess themed products and advertising. Here you'll find Gillette's popular plastic shaver named after the mythological Roman goddess of love, sexuality, and fertility. The "Venus" brand offers the illusion of choice with little differentiation unless you care about how your razor smells when you're shaving your armpits: there's the "Embrace," the "Comfortglide Freesia," the "ComfortGlide White Tea Scented," the "Comfortglide Plus Olay Coconut" and the "Swirl." There's also the "Cosmo Pink" (whether they're referring to the cocktail or the magazine isn't clear, but, hey, "girly!"). Gillette's advertising to women features mostly scantly clad Caucasian, thin women. Their advertising eludes their product allowing women to be more beautiful, feminine and, most importantly... hairless!
Alternatively, mens' razors can be seen packaged and advertised in the dark blue, orange, and black, boasting names that promise stereotypically "macho" performance, endurance, strength, practicality and speed: Gillette offers the "Mach 3 Turbo," the "Sensor 3," and the "Fusion 5 Proshield Chill Razor with Flexball Technology". Gillette's advertising features mostly muscular, Caucasian men and taps in the idea that they can be "real" and "masculine" men when men use their razors.
Marketers and audiences have echoed that up until 2019, many of Gillette's marketing communications featured people from very unidimensional backgrounds (e.g., the same race, genders, ages, amongst other characteristics).
Task
Pretend Gillette has just hired you as a marketing communication executive. Identify the key elements of Gillette's marketing communication strategy. Then, analyse Gillette's strategy/choices focusing on the potential reception they might receive from audiences. Finally, provide directions and recommendations for the brand's marketing communication strategy moving forward
Expert Answer:
Gillettes marketing communication strategy involves distinct approaches for its male and femaletargeted products Here are the key elements and an anal... View the full answer
