S.W.O.T:

Strengths:

The strengths throughout this campaign surround the extensive use of promotions; from print and T.V. to gaming and social media, ensuring that the current and targeted consumer base has maximum exposure to the Gillette Pro-Safety case.  The campaign, although taking on a new humorous approach in regards to promotions, still meets with Gillette’s brand values and identity by utilising professional and masculine style imagery; appealing to the ready established consumer demographic as well as to the younger consumer. All forms of promotion correlate with each other, creating brand recognition and This campaign has expanded Gillette’s technological advances not only through the innovative product, but also through the introduction of an iOS7 game application, that appeals to the ‘on the move’ professional commuting consumer whom are the key target market for mobile gaming. Gillette will address the CSR code through the use of recycling plastic casing that surrounds discarded razor heads alongside using recycled card packaging; establishing a more environmentally friendly brand image.

Weaknesses:

This campaign requires a wide range of resources and extensive planning to complete to a high standard that will be beneficial to Gillette; therefore requiring substantial amount of time and money. This could potentially be a weakness due to many companies needing to reduce spending within advertising due to the economic downturn. The product is marketed at a high price point, which could be a weakness due to the economic rescission affecting the residents of the UK; whom need to justify what money is being spent on and if it is needed.

Opportunity’s:

The Pro- Safety product has the potential to be introduced within the Gillette Venus range, targeting a female demographic with feminine designs and advertising. A campaign based around Mother’s Day or Father’s Day that focuses on the relationship between parent and teenage offspring, again keeping with the humorous theme and idea of razor theft would expand the Gillette Pro-Safety consumer base as well encourage younger teenage technology dependent consumers to purchase the product as a gift.  This product could also be marketed towards student consumers looking to protect a razor from housemates, for travelling purposes and even reverse the Valentine’s Day campaign with the male using the females. The product also has the opportunity to be developed aesthetically, whether that is through alternative gender appropriate colour ways, in house design or designer collaborations.

Threats:

Wilkinson Sword currently pose a threat to Gillette due to lower price points within the ready established men’s and women’s hair removal market; appealing to a frugal consumer in times of economic downturn. If Wilkinson Sword introduced a product, similar to that of the Pro- Safety case but with a budget price, Gillette could loose the market share and therefore profits.  The Gillette Pro- Safety case could also be redesigned and developed by a technological company such as Phillips or LightWave RS whom already have the resources/ knowledge to produce it and sell it at a much lower price point with all the relevant software.