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Global Marketing: Gillette
Transcript of Global Marketing: Gillette
Antonio, Jamie, Mirian, Rachel & Susan. Outline Background
Environment Factors: Focus on Culture & Social
Values & Attitudes
Cultural Frameworks Background World leader in the men's grooming market
In 2005, Procter & Gamble took over Gillette
#18 Word’s Most Powerful Brand, 2012
64 manufacturing facilities in 27 countries
Products are sold in more than 200 countries Hofstede's National Culture Demographics Age: aged 11-45 (Aged 16-35)
Gender: Male (Metrosexual)
Socio-Economics: Cheaper Products (Recession)
Relationship Status: Single High Context vs Low Context Culture High Context Low Context Japan-Arabic Swiss-Germany UK India Aesthetics Environmental Influences
on Global Marketing References Culture's Impact on Marketing Attitudes to Shaving •Study by Lacy (2013) showed changing attitudes towards shaving
-Affecting India and U.S Markets
-Especially by women
•U.K, U.S.A, Middle East and India have varying views
-‘To Shave or Not to Shave’ Capability to perceive a given and make a sense of it. Power of reconciliation between principles and classes within a culture (Kant, 1952).
Visual aesthetics important in determining colour, label and packaging of Gillette products.
Use of aesthetic focus and futuristic themes: meets growing trend of metro-sexual males.
Compete in the hyper-competitive industry of shavers.
Socio cultural growing trend in hair removal through their innovative range and can subsequently drive demand and revenues.
Use of reverse innovation – single blade shaver, with plastic housing.
Meets consumers’ basic needs across cultures.
Initiates internal motivation and could drive demand Religion, Values & Language Influences •Religious practices diminishing
•Cultural Values and perception
-“When customers perceive that their cultural values are being respected through an organisation’s marketing strategy they respond more positively” (Ladhari et al., 2011)
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Kant, I., & Meredith, J. C. (1952). The critique of judgment. Oxford: Clarendon Press
Keegan, W. J., & Green, M. C. (2011). Global marketing. Boston, [Mass.]: Pearson
Lacy, L. (2013, January 29) “Gillette Wants America to Kiss and Tell”.Marketing Strategies. Retrieved from: http://www.clickz.com/clickz/news/2239228/gillette-wants-americans-to-kiss-and-tell
Ladhari, R., Pons, F., Bressolles, G., & Zins, M. (2011). Culture and personal values: How they influence perceived service quality. Journal of Business Research, 64(9), 951-957. doi: 10.1016/j.jbusres.2010.11.017
No Name., (May 19 2012) Retrieved from http://sharpologist.com/2012/05/reverse-innovation.html
Salah S. Hassan and Lea Prevel Katsanis, “Identification of Global Consumer Segments: A Behavioural Framework,” Journal of International Consumer Marketing 3, no. 2 (1991), p.17.
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