MARK20100 Chapter 15: Case Study
Document Summary
Case 15: gillette: gillette has successfully convinced the world that more is better in terms of number of blades and other razor features. Gillette was able to convince the world that more is better by connecting with its target market so well. A lot of men feel loyal to the gillette brand, and are willing to trust. Gillette"s sports marketing partnerships have been so successful because they feature such prominent athletes that many people look up to and respect. Additionally, gillette has been able to form partnerships with so many sports leagues in order to reach as many men as possible. Gillette"s spokespeople running into controversy may harm the brand for a short time. Consumers will associate gillette with the controversy surrounding their endorsers. However, gillette has so many positive endorsers and loyal customers that i do not believe this type of controversy would have any lasting impact on the brand.
