Reasons Gillette Is The Best A Brand Can Get Assignment

Reasons Gillette Is The Best A Brand Can Get - Assignment Example The researcher states that the mark-up that a brand commands without sacrificing on market share shows us the value attached to that particular brand by the consumer since he is willing to pay the extra amount for that particular brand because he associates the great value to it. Based on this criterion, there are a handful of brands that come to mind that charge a very big mark-up, however very few global brands come close to the mark-up commanded by Gillette. The razor series by Gillette commands a mark-up ranging from 3000% to a whopping 4750%. This mark-up is huge if we are to compare it with other global brands of our times. The cosmetic industry average is 80% to 90%, while that of brands like Coke is in the range of 300% to 600%. The mark-up of Gillette is all the more significant because in its field of operations it has a market share of close to 70%, which proves the value that the consumer sees in the brand. On another front, it proves the profitability of the brand. The h uge margin that Gillette products have clearly indicated to us that the brand is a star in the portfolio of companies P&G has. Thus the mark-up along with the market share it has and with no clear competitor insight makes Gillette the most enviable brand in the world today. The important factor in analyzing the company’s marketing strategy is to understand the 4Ps in their entirety and not as separate entities and more importantly one has to understand that every strategy comes from the vision and mission the company has and in the case of Gillette the vision is â€Å"to establish a brand value by delivering consumer value faster through innovation in customer leadership†.