Differences in Gillette's Old and New Advertisments

In the novel "The Brave New World" Aldous Huxley draws the future world for the reader so that we can compare the culture of the future with the present society. Likewise, by analyzing advertisements in the 1950s and the 21st century, we can compare the past with the present society. Gillette was founded about 100 years ago. The company advertises to promote products in the last century. By browsing these Gillette ads, you can collect facts about the market system and consumer needs during the period the ad is displayed.

In the year that the company launched its new product, Gillette spent $ 300 million on global advertising and promotion. This number is twice that of "Sensor Excel" announced by the company in 1989. Gillette announced a new product to the retail store on July 1, 1998, and after six weeks we advertised on television and other media, but many people went to the company website to see the new products It was. According to our group survey, the company invested heavily in advertising, but some Asians did not recognize the product.

One of the reasons Gillette was able to maintain its advantage over the years was in its lock to a traditional retail channel. In addition to persuasive consumer advertising, Gillette's marketing activities are also to purchase prominent shelf displays, deepen contact with retailers, become a razor's primary supplier, consumers almost Choose a razor in the shop. It can not be selected. In spite of a decline in consumer satisfaction, the Three Knife razor is more or less ideal after the introduction of the Mach 3 razor in 1998, and complaints about consumer prices are rising. The old strategy of raising the price to raise the price, the lock to distribution will make that position possible.

King Gillette believes in the quality of his products, but he recognizes that marketing, especially distribution and advertising, is the key to success. From the beginning, Gillette secured 25 cents for each razor for advertising and by 1905 it increased it to 50 cents. Over the years, Gillette used cartoon advertisements, radio programs, music slogans and theme songs, prizes, contests and cross promotions to advertise its products. But perhaps consumers should remember the Gillette sports program that began in 1939 and sponsored the World Series. Millions of people soon began to know Sharp Parrot and the marker line "Look at Sharp, it's a very sharp feeling!