Gillette- Consumer Decisions

Gillette's new marketing strategy as mentioned in the previous blog does indeed set the benchmark for social media marketing. Their new marketing strategy hits all the 4 E’s: Excite, Engage, Educate, and Experience. However, does this new social media scheme affect consumer decisions? I believe, that when it comes to a razor company, old habits come into play and it takes a lot for consumers to alter their decisions, once they've made it. Gillette's marketing, however, seems to show a different idea.

For consumers to make a purchasing decision, they first need to feel a need or a desire. For a product that falls in the more hygiene department, awakening the need is not necessarily difficult. Added to the advertisements that show men dissatisfied with their facial hair along with Gillette's reputation as the number #1 razor brand, for a long time this has been an easy game. More recently, the brand has been targeting psychological factors in the Consumer Decision Process. They did this last year, by changing their motto "A Best a man can be", to associate themselves to the MeToo movement, and calling out toxic masculinity and other traits like catcalling. This very radically called out to people's attitudes and perceptions, indicating that 57% more millennial and GenZ's were ready to purchase the brand's products. Similarly, two thirds of GenX's said the same, as it was important to the them to support a brand that is in cohesion to their personal beliefs. However, around the same percentage of the Baby Boomer generation said they would no longer purchase the brand, because they felt attacked.

By associating themselves to the movement, the brand also impacted a consumer's decision through a social aspect. Social risk refers to fears that consumers suffer when they worry that others might not regard their purchases positively. By joining a more "politically correct"stance, people who might not have been fond of the brand initially, now were.

One may think that Gillette's marketing campaign was pointless, because they lost as many customers as they gained. But statistics may prove otherwise. According to a Buzzfeed survey, only 10% customers actually care about what the brand stands for when it comes to personal care and grooming categories. Simultaneously, as much outrage the advertisement did cause, the brand is well aware that after talking about it for a week, very few customers will actually break their habits and not purchase the brand anymore. In today's day and age, controversies spark rage and also die down very quickly, and people go back to their lives quite soon. Conclusively, Gillette only gained more.

Gillette also carries out multiple techniques to reduce physiological and financial risks too. 

Physiological risk refers to a safety risk. On social media, Gillette uses famous people to market their products. This eliminates the risk of being a safety issue because if there was then these people would not be using these products. Financial risk is associated with a monetary value. Gillette products are often sold in promotions during holidays. This eliminates the risk of buying more and paying more, thus consumers choose Gillette products over competing brands; it appeals to the idea of "getting more for your buck".

While these arguments prove that Gillette has worked towards a positive shift in consumer decision, there are still other factors to consider. One may argue that brands show stay away from such stances, or using language that may be extreme because it creates hysteria for no reason. Perhaps, for a grooming category it also isn't necessary. Furthermore, to appeal to customers even more it would also be a good idea to not present picture perfect models, rather present a more realistic view so that people can resonate with it more.

Citation:

Bloomberg.com. 1/30/2019, pN.PAG-N.PAG. 1p.

Forbes.com.1/15/19, Why Gillette's New Ad is Toxic 

Commpro.com, Razor’s Edge: Will Consumers Change Purchase Habits Due to Gillette’s New Ad Campaign?

Bloomberg.com. 1/30/2019, pN.PAG-N.PAG. 1p.Forbes.com.1/15/19, Why Gillette's New Ad is ToxicCommpro.com, Razor’s Edge: Will Consumers Change Purchase Habits Due to Gillette’s NewAd Campaign?
Bloomberg.com. 1/30/2019, pN.PAG-N.PAG. 1p.Forbes.com.1/15/19, Why Gillette's New Ad is ToxicCommpro.com, Razor’s Edge: Will Consumers Change Purchase Habits Due to Gillette’s NewAd Campaign?

Bloomberg.com. 1/30/2019, pN.PAG-N.PAG. 1p.Forbes.com.1/15/19, Why Gillette's New Ad is ToxicCommpro.com, Razor’s Edge: Will Consumers Change Purchase Habits Due to Gillette’s NewAd Campaign?