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03/05/2018

Best Growth Brands 2018 : #1 GILLETTE

Gillette as a brand achieved the highest growth of its market share between 2017 and 2018. At the same time, it also achieved the greatest increase in terms of solid relationships and experience-related quality. It’s for this performance that the brand has been awarded the title of Best Growth Brand today. This is the first time this award is presented in Belgium.

Before explaining how it earned this, we want to stipulate that the Best Growth Brands competition

is based on the results of the Best Product Brand competition, which are collected for two consecutive years. “This year, we examined the development of 300 brands”, GfK explains. “This award is different from the rest, because it does not look at the largest brands in the sector but focuses instead on those brands that worked the hardest to improve their positive experiences and the consumer’s perception.”

Memorable percentages

It’s according to this thinking that Gillette was able to take away first place, for the first time in history. “In 2017, Gillette made it to place 73 in the Best Product Brands ranking”, according to the GfK specialists. “This year, the brand climbed 12 places in the ranking, to 61st place. However, that is not the only explanation for winning the title of Best Growth Brand. It’s also the brand’s evolution in the area of the aforementioned KPIs that plays an important role.”

Already in 2017, 33% of the recent memorable experiences with Gillette were evaluated as positive. This year, this percentage increased to 37%. “Interestingly enough though, the memorable negative experiences dropped significantly, from 18 to 13%. This difference, between memorable positive and negative experiences, allows us to make a correct assessment of the brand experience.” In other words, the higher number of memorable positive experiences had a positive impact on the results for 2018.

The previous experiences were already positive so in all likelihood Gillette had already started to work on solidifying its relationship with consumers. The brand had an exceptionally good score for this criterion in other words. “The same applies to the relationship which consumers say they have with the brand”, according to GfK. “In 2017, a third of the respondents said they had a solid relationship with Gillette. In 2018, this increased to almost one in two, or 45% of consumers.”

Gillette is my friend

Look closer however and you will notice that the “Best Friend” relationship evolved more significantly than the others. GfK confirms: “It is probably the most important parameter, in terms of the potential impact for the brand share. In 2017, 17% of consumers said they had this type of relationship with Gillette. In 2018, this increased to one in four.” This special “Best Friend” relationship is one of the nine types that make up GfK’s methodology, which requires respondents to explain their relationships to brands in terms of human relationships. They include strong, weak and risky relationships. In addition to “Best Friend”, the strong relationships also include “Social Circle” and “Guru”. The weak relationships are defined as “The Stranger”, “The Knowledge” and “The Flirt”. The risky relationships, finally, are “The Enemy”, “Conflicted Relationship” and the “The Friendship Break Up”.

Friend, Flirt, Guru... more of the same?

Naturally it makes sense that any brand is mainly interested in maintaining strong relationships with its consumers and potential customers. However, starting out from a strategic perspective, such relationships require time and effort to develop. “If a brand wishes to maximise its market share, it is in its interest to become a “Best Friend”, according to GfK. “Brands that want to justify a higher price, for instance, are best off seeking to establish relationships of the “Flirt” or “Guru” type.

To understand this phenomenon, all you need to do is imagine the nature of each of these relationships. You regularly see a “Best Friend”, meeting such a friend feels natural, something that evolves organically, and such relationships do not require too much of an effort. A “Flirt”, by contrast, is a fairly intense relationship with someone you still don’t know all that well but would like to get to know better. It’s someone you want to make an effort for, to ensure that the moments you share are really unique. The “Guru”, meanwhile, is a person you respect, regardless of what he or she says and does. “In conclusion, you might say that the “Best Friend” relationship focuses on the frequency of purchases, when we are talking about brands. The “Flirt” can afford to sell products at a higher price, just like the “Guru”, who also hopes that it will be able to simultaneously maximise its market share. Such a segmentation of the relationships between brands and consumers allows you to create a model of future purchases.”

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