Gillette: Innovation drives premiumization and creates a market leader

Gillette: Innovation drives premiumization and creates a market leader

Code: ML-ML00019-034 | Published: Oct-2015 | Pages: 27 | MarketLine
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Gillette is the undisputed global leader in the male toiletries market, a market which is being driven by price increases, rather than volume. Continued innovation by the markets biggest players is helping create premium products which can then be sold at higher prices than previous incarnations and Gillette is successfully pursuing such a strategy to combat falling volumes.



Key Findings
- Provides a data-driven insight into the male toiletries market
- Analyzes Gillettes premiumization strategy and how this has helped it establish itself as a clear market leader
- Assesses the opportunities and threats facing Gillette as it looks to grow further

Reasons To Buy
How big is the global male toiletries market?
Who are the major players in the male toiletries market?
How has Gillettes premiumization strategy helped it attain a market leading position?
What opportunities and threats face Gillette over the coming years?

Table of Contents

OVERVIEW
Catalyst
Summary
MARKET GROWS BUT MAJOR PLAYERS STRUGGLE
2010-2019: Moderate growth in the male toiletries market
Different segments grow at different paces
Gillette: Undisputed market leader
Financial results paint a mixed picture for Gillette and rivals
Gillette dominant but growth outpaced by competitors
Gillette successfully improving profitability in a declining market
INNOVATION DRIVES PREMIUMIZATION
Gillette: A history of innovation
Twin blades, contours, powered razors, lubrastrips, and manscaping to name a few
PandG acquisition has not inhibited innovation
Innovation in womens shaving with Venus
Marketing campaigns support product innovation
Gillette: The best a man can get
Sports stars using Gillette implies quality and reinforces masculinity
Venus brand focuses on beauty and glamour
Innovation well marketed creates premium products
New premium products sell for more
Profit margins questioned on exploitative grounds
Effect of premiumization on price offsetting other negatives
OPPORTUNITIES and THREATS FOR GILLETTE
Male toiletries a growing market in emerging economies
Further premiumization to drive increased sales
Innovation opens up new product categories
Private label threat is growing
Limits to premiumization strategy carry marketing risks
Competitors also innovate and premiumize
CONCLUSIONS
Innovation-led premiumization continued key to success
APPENDIX
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