...time using free samples etc, and also explain the advantages so that we increase the customer base. -> More over for the existing customer, we should promote the higher profit margin products to increase profit. ->Increase promotions in both rural and urban areas. -> Gillette should also reduce the price of double edge blades to increase number of first time users especially in rural areas, so as to overtake its competitors in lower income rural areas. 2.Gillete is doing pretty well in Indonesia. In 1995 its unit share has grown to 48% from 28% in 1993.It is estimated that this will further increase to 50% in 1995.Hence I believe that there is more chance for increasing Gillete’s market share. It has also leveraged its first mover advantage. It had banded its product well and has 90% of the market of premium priced products. More over the competitors are mainly in the lower income and rural areas, however with increasing income most of them are willing to change their blades to Gillete. 3. Gillete can increase its blade market in multiple ways ->Increase the number of first time users especially in rural areas, these can be done through effective distribution in mom and pop shops and also by reducing the price of its double edged blade. ->In urban areas , focus more on students and working people, these people are more influenced by western practices, ease of use,time saving factor etc. ->Already existing customers should be encouraged...
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...Jeffrey Siswanto BA 4196 Gillette Co. Report 06/17/2010 Gillette Co. (A): Pressure for Change History Gillette is a leading worldwide market leader in male grooming products, including blades, razors and shaving preparations, found in 1901 by King C. Gillette. The company is also a global leader in other consumer product categories, such as portable power and oral care businesses. In the 100 years since the company was founded, Gillette has gained, held and strengthened their leadership position through the company’s strategy of managing its businesses with a long-term global perspective. Gillette has been able to generate long term profitable growth in changing global marketplaces through various strengths. These include innovative production that represent technological advances and a massive manufacturing capability that produces billion of flawless products every year. Gillette manufacturing conducted in 64 facilities in 27 countries, and products are distributed through wholesalers, retailers and agent in over 200 countries. Gillette’s vision is “to build total brand value by innovation to deliver consumer value and leadership faster, better and more completely than the competition.” Strategy Gillette spends a lot of time on producing new products with high quality. The quality of the products is the main concern for Gillette. The company invests amount of money on research and development to invest new innovative products. Gillette uses product positioning and...
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...Advertising Management Assignment “Analysis of 6 TV Advertisements” Table of Contents Sl. No. I II III IV V VI VII VIII IX X Introduction Advertisement 1 – Mountain Dew’s “Bad Cheetah” Ad Advertisement 2 – Kinetic Blaze Introductory Ad Advertisement 3 – Gillette’s “Champions” Ad Advertisement 4 – Orbit White Chewing Gum “Cow” Ad Advertisement 5 – VISA’s Pierce Brosnan Ad Advertisement 6 – Surf Excel’s Ad (Brother & Sister Duo) TV Advertising Advertising Success Conclusion Topic Introduction A television advertisement or television commercial is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. Many television advertisements feature catchy jingles (songs or melodies) or catchphrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or “riffs” that may appear in other forms of media, such as...
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...MANAGEMENT BRIEF - GILLETTE - THE SENSOR RAZOR LAUNCH. 15 August 1992 The Economist (c) The Economist Newspaper Limited, London 1992. THE BEST A PLAN CAN GET Our second case study involves one of the most successful launches of a consumer product in decades: Sensor, Gillette's high-priced, high-tech razor. In April 1990 Gillette's Bruce Cleverly made one of the hardest decisions a marketing boss can ever face: to pull an expensive television-advertising campaign off the air. Hard, but in this case, enviable. The advertisements in question had not been attacked as misleading; they had caused no offence; they had not failed to stir consumers. Far from it. Mr Cleverly was forced to stop advertising his company's newest product, Sensor, because demand for the high-tech razors was so intense that the company could not produce them fast enough to meet it. In America and Europe, pre-launch publicity had consumers clamouring for Sensor weeks before it arrived in shops that January. When it arrived, many retailers could not keep the razor and its premium-priced blades in stock for more than a day or two. Gillette vastly under-estimated its product's potential. The company's most optimistic pre-launch projections were for the sale of 18m razors and 200m blades in 1990. The actual totals were 27m and 350m. Sensor grabbed 7% of both the (at the time) $850m American blade market and the $1.1 billion European one, and an astonishing 42% of the $150m combined American and European...
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...Pricing The customers in the target cluster are not very price sensitive. The customers in the cluster prefer brands like Axe and Denim which lie in the price range of Rs 43-45 for a70ml pack. However, since Gillette is perceived as an expensive brand as compared toits competitors, we plan to price our new product slightly cheaper than these brands. Asper our analysis, Gillette should charge a price of Rs 42 for 70ml pack. 9.5.3. Promotion Since we see a great opportunity for Gillette in the Shaving cream category, we recommend an aggressive promotional campaign for the new product. Our promotion would adopt a push cum pull strategy PROMOTION One important finding of our FGDs and Consumer Survey was that not a single consumer was aware of the fact that Gillette has 9 variants in the shaving gel/foam category alone. This can be attributed to one or more of the following reasons: The brand equity of Gillette is very high (57% TOMR in our study). But the category development is pretty low. The consumers have low involvement and do not search for information. This implies that shaving cream/gel/foam is more of a commodity. Gillette has spent on advertisements only for the razors and not on shaving gel/foam or aftershaves. Hence the information available to public is limited. To DE commoditize the category, to increase customer loyalty and repeat purchase, promotions have to be done on a bigger scale than what is currently been done. The promotions should have more of...
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...------------------------------------------------- Gillette Indonesia Case Study Analysis October 24, 2015 Sumeet verma EPGP08-116 October 24, 2015 Sumeet verma EPGP08-116 Introduction 1901 – The Gillette Company founded in Boston. 1905 – Opening of London office, 1906 – Established a blade factory in Paris 1971 - Gillette entered the Indonesian market forming a joint venture with a local company 1972 – Established razor blade plant . 1995 – Manufacturing capacity of 150 million blades (46 million exported) 1996 – increase production to 168 million blades (50 million exports) 1996-2001 – Achieve production capacity of 230 million per year. Marketing Mix Products Gillette’s product line includes ; * Double edge razors (Core Product) * Disposables (2 types) * System blades (3 types) 87% of all the blades sold were double-edge (100 million out of 115 million sold) Share of disposables projected to increase to 20% in 1996. Revenue expected to $27.6million in 1996, with a gross margin of 46%. Gillette also expects the revenue from the Sensor system to double. Other product to grow at a smaller margin. Price Gillette’s products are relatively expensive (4 times that of competitions) Place: Distribution is most complex challenge. * Geographical spread across 15K islands. * Regulatory restrictions on foreign companies from directly importing & distributing products . * Poor traffic conditions , no/lack of distribution service...
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...the first point, positioning implies additional utility for consumers, as their options for choice are expanded. It increases the value of the brand, through any of the routes by which brand value is built. Specifically, it helps increase awareness of the brand and facilitates a clearer image of it. It makes it possible to organize all the marketing activities and strategies from a common basis, marking the path to follow for all the elements of the marketing mix. 2. Segmentation – TO WHOM – Divide market in homogenous groups (Social, behavior, psychographic). Nowadays segments are small, new products have an emotional attachment and life cycle is short. a. Geographical; b. demographic (family size, gender like Gillete and gillete Venus, income, occupation, religion, race, social class, age like toothpaste, ); c....
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...almost every developed market with their Mach 3 razor except one: India. They understood the huge potential in the market in India and needed to find why Gillette wasn’t breaking into success. With the men in India accustumed to an old fashion double edge razor. In the later part of the the previous decade resulting in failure behind Gillettes usuall marketing strategy they didn’t understand why this was and further more they needed to a way to break the traditional activites men in India when it came to their choice of a razor. Pricing and distribution where factors for the lack of sales for Gilletes mach-3 with the Mach-3 costing 50% more than the tradional double edged razor. Therefore, Gillette needs to figure how to get their mach three, not only their retailers they had been conducting business but into the smaller arena. Alternatives 1.)Emphasize Value Gillete new that they had to figure out a way to cut costs in production and packing and they made their mach-3 razor fit a competitive price to its double edge razor counter part. An alternative they could have used instead of cutting cost as much as they did was they could have emphasize the products value. Since the stubble had become neccesarry if men were to avoid cuts and rashes while shaving, promoting such positive results by using the mach-3 they could along with cutting costs postion a since of need for a mach 3 razor. 2.)Promotion In the introductory phase of Gillettes common marketing strategy...
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...Integrating Values - The Legality, Morality, and Social Responsibility of the George Brothers & the Largest Pill Mills in South Florida Abstract This paper examines the legality and ethics of the George brother’s pain medication clinics in South Florida. It explains the legality of the pain medication supply that is available for consumers that medically need it and how its source can also be an easy access to addicts. Although it is considered legal, is it ethical? In this paper we study different theories in ethics, including Kantian and Utilitarian ethical models. These models provide clear analyses that guide us in deciding if pain medication distribution from pain clinics is ethical. Finally, we review and conclude if the George brother’s pain medication clinics were acting socially responsible within their communities. Given the rise of pain medication abuse and illegal reselling, pain clinics in South Florida should adhere to strict rules to provide services to those that need it and not turn their businesses into pill mills. Introduction Purposes of Paper The intent of this paper is to provide a detailed and analytical examination of the George brother’s pain medication clinics. Throughout this paper all approaches will be examined such as the legality and ethics of the case, and how social responsibility plays a role. In the past few years in South Florida, there has been a rise of pain medication addiction and the reselling of these narcotics. Pain...
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...shaver in 1938 and foamy shaving cream in 1953.It also introduced right guard deodorants cricket disposable lighter and eraser mate pens in 1960’s. The most significant products launched 90’s were Mach3 razors with three blade ion one razor and ulktra alkaline batteries. Though Gillette has gone through various criticisms like inefficiency and slowness of its receivable collection process and inventory management and also adding value to its products, it has embarked on aggressive strategic campaign by using business process engineering projects to make its value chain more effective by using benchmarking techniques. Gillette is now the leading retailer grooming]products and toiletries and its sales volume in 2000$9.3million. In 2005,Gillete...
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...Ads by Google Global Soap Project www.google.com/CNNHeroesDonate Donate to a CNN Heroes Non-Profit. Use Google Wallet to Give Today! Look For Accessories for cars ? Mobil1.co.in Mobil World's Leading Engine Oil Learn How We Are Better Than Others Beauty and grooming were terms that were synonymous with women till a few decades back. But with the influx of numerous male personal care products and the subsequent increase in disposable incomes have resulted in men becoming extremely conscious about the way they look. As the famous saying goes first impression is the last impression men want to make the most of the first impression that they create. The face being an individual's most prized asset needs a lot of care. The idea of a men's fairness cream might have seemed weird a few decades back but today it is very normal. Along with women even men today have become extremely conscious about the way they look. Especially in the urban areas young men have shown a keen interest in personal care products in the last few years. Going by this interest product like Garnier Men, Fair and Handsome Nivea for Men etc were launched. The Men's grooming industry is one of the fastest growing markets in India. Due to this the market has witnessed the introduction of a host of shaving creams. People can select a shaving cream based on their requirements and skin type. Shaving creams are perhaps the most important part of a man's personal care kit. Gone are the days of long grown...
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...Lecture 4,5 Limkokwing Univrsity of Creative Technology Faculty of Design and innovation By; Maziar Mohajeri STP refers to the three activities segmentation, targeting, and positioning Enhancing a company’s competitive position by providing direction and focus for marketing strategies ; ▪ targeted advertising, ▪ new product development, and ▪ brand differentiation. Examining and identifying growth opportunities in the market through the identification of new customers, growth segments, or new product uses. More effective and efficient matching of company resources to targeted market segments promises the greatest return on marketing investment (ROMI). Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Skirts are more colorful, use lighter fabrics, and a very short hemline; This is exactly what Marks and Spencer (M&S) did to attract a younger female shopper. A range of female clothing called Per Una marketers have to design product and service offerings around consumer demand (market segmentation) more than around their own production needs (product differentiation) and they use market research to inform this process. Segmentation criteria for consumer markets Using demographic criteria to profile who the market is and where they are; ▪ age, gender, family size and lifecycle, generation, income, occupation...
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...s hair care: - American Crew - Colomer Group, The - Redken - L'Oréal Groupe - Aveda - Estée Lauder Cos Inc - Matrix - L'Oréal Groupe - Shiseido - Shiseido Co Ltd Premium men.s skin care: - Biotherm - L'Oréal Groupe - Hera - AmorePacific Corp - Clinique - Estée Lauder Cos Inc - Clarins - Clarins SA - Lancome - L'Oréal Groupe Men.s shaving: - Gillette – Procter & Gamble Co, The - Schick Wilkinson Sword – Energizer Holdings Inc - Bic - Sté Bic SA - Nivea - Beiersdorf AG - Edge - Energizer Holdings Inc Men.s post-shave: - Nivea - Beiersdorf AG - Gillette - Procter & Gamble Co, The - Natura - Natura Cosméticos SA - O Boticario - Botica Comercial Farmaceutica Ltda - Avon - Avon Products Inc Men.s pre-shave: - Gillete - Procter & Gamble Co, The - Nivea - Beiersdorf AG - Edge - Energizer Holdings Inc - Palmolive - Colgate-Palmolive Co - Schick - Energizer Holdings Inc Procter&Gamble Competitive Positioning: P&G trails slightly behind global beauty BPC market dynamics unchanged Brand strategy: Gillette brand enjoys broad geographic reach Procter & Gamble aims for more premium image for Pantene Procter & Gamble looks to cross-category branding for Olay This company.s target regarding Gillette brand is to increase the share of the 5-blade Fusion razor, the successor of its 3-blade Mach 3 product, and its advertising campaigns. Their strategy is to focus more on building its men's grooming business, saying that...
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...dvertising a product means to inform the customers of the brand and the services provided by them. It is the attempt to send information to people to convince them to spend their money with a certain company’s product. The means of advertising can be through any of the senses, sight , sound or even smell (popcorn smell in theaters). Advertising forms an integral part in making the product known. Therefore, advertising today has become extremely competitive with so many brands competing to make the most eye catching ad. Advertising's high visibility makes it particularly vulnerable to criticism. An annoyance with advertising is general is also expressed by the population at large. In one survey, cosponsored by Advertising Age and the Roper Organization, both consumers and marketing executives were queried about their attitudes with the bad ads produced by their trade, importantly, that they're becoming more and more concerned about advertising clutter. Many research experts believe such ambivalence could be an indication of doom for the advertising industry. It is worthwhile to be aware of the social issues facing advertisers, because negative attitudes toward advertising will ever disappear. Although advertisers face extensive regulation, every issue is not covered by a clear, written rule. Many advertising-related issues are left to the discretion of the advertiser. Decisions may be based on a variety of considerations, including the objective of the advertising campaign,...
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...Food Brand Names The following is a list of brand name foods and non-food products which support sustainable palm oil use through the Round Table on Sustainable Palm Oil. By buying any of these products you are protecting the livelihoods of those that manage the crops safeguarding the lives of thousands of species. 3 Musketeers A1 Sauce Act II Adam’s PB Almond Joy Altoids Arnott’s Biscuits Aunt Jemima Foods Austin Brand Crackers Baby Ruth Bac O’s Baker’s Chocolate Balance Bars Banquet Meals Barilla Ben & Jerry’s Ice Cream Bertolli Betty Crocker Products Big G Cereals Bird’s Eye Bisquick Blommer Chocolate Blue Bonnet Butter Boca Burgers Boost Bowl Appetit Meals Breyers Bugles Snacks Bull’s Eye BBQ Sauce Butterfingers Cadbury Capri Sun Carr’s Cookies & Crackers Cascadian Farm Products Cheerios Cereal Cheez-its – Sunshine Chef Boyardee Chex Cereal Chex Snack Mix Chips Deluxe Cookies Cinnamon Toast Crunch Coffee Mate Corn nuts Country Crock Crisco Crunch and Munch Crystal Light Dean’s Dips Doritos Dove Chocolates Dreyer’s Edy’s Egg Beaters Equal Famous Amos Cookies Fiber One Products Fleischmann’s Folgers Food Should Taste Good Frescarini Pasta Frito Lay Fruit Roll-Ups Gardetto’s Snacks General Mills Gerber Products Ghirardelli Girl Scout Cookies Gold Medal Good & Plenty Good Earth Meals Grandma’s Cookies Great Value Goods Green Giant Grey Poupon Haagen Dazs Hamburger Helper Haribo Gummy Candy Harian Bakeries Healthy Choice Foods Heath Bars Hebrew National Hellmann’s Products Hershey’s...
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