occurs in Gillette, the leader in razor and blades market in the world, where they currently face the maturity of the industry and get stuck in the old-fashioned strategy. Many times, they commit a product innovation on continual basis as a means to position Gillette as a leading company in the razor and blades market. Unfortunately, their main competitor, Schick-Wilkinson Sword, also responds the competition by innovating products in terms of number of blades in a single razor. As Gillette makes more
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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
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Gillette Indonesia case study Objective: Whether the sales blades can be in increased to 25-30 % ( mean – 27.5 %) or not. Analysis of data based on the data provided in the case study. People: North Atlantic group – NA and Western Europe Robert King - International executive VP Effio – Business Director Ian Jackson – Group VP , sees 12 Asia Pacific Countries. Chester Allan – Country Manager – Gillette Indonesia Process Country manager prepares the plan. Business director reviews the
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1 Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in the wet-shaving market come to an end? Explain. 2 What do you make of the razor wars, first between Gillette and Schick, and now with online competitors? Does Gillette face a serious threat from competitive inroads? Explain. 3 What actions would you recommend over the next five years that could help Gillette maintain its worldwide dominance in the
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The product that will be marketed and researched will be the need and appeal for a new five bladed razor. The men’s razor market has been notoriously marketed with new products over the years and this market plan will be implemented from the Gillette corporation point of view. Men are always looking to get a better, faster and smoother shave. It is general maintenance that men must take care of on a daily basis as this product has global potential which is used and accepted by all men. The
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P&G is traditionally known as the industry leader in the personal care and cosmetic market. It owns so large market share so that there are little competitors can compete with them in these market; while, Gillette was the largest shaving products in the world. In 2005, P&G acquired Gillette, a strategy that helped P&G to diversify its product lines, and at the same time, enlarged its bargaining power against mass-market retailers such as Walmart and Carrefour. This deal reflects the concept—Boundaries
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The Gillette Company: Dry Idea Advertising (A) | | Gillette Dry Idea (A) Q1. Analyse Deo market and Dry Idea’s Place in it. What drive the category from the consumer behaviour point of view? * They were 2 types of products available under this segment * Deodorants- provided anti-odour protection: 25% of sales * Antideodorants- provided protection against both perspiration wetness and effective deodorancy * By 1983, the USA market for underarm products was 506 million
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the behavior of customers in emerging and developed markets. Companies catering to these markets such as P&G often have to adapt to these difference. For example in the US the new Fusion Pro Glide with five blades is the top selling razor of P&G’s Gillette product portfolio priced at around $4. However this product does not address the needs of Indian customers. Most Indian people still shave with double-edged razors while balancing a hand held mirror. P&G realized that in order to enter India they
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Developing new products A Gillette case study First mover: advantages and risks The Gillette Company has a long history of being 'the first to market...' in its own areas of operation. Its achievements include producing the first successful: • • • • • • • • safety razor 1901 twin bladed razor 1972 twin bladed disposable razor 1976 pivoting head razor 1979 pivoting head disposable razor 1980 razor designed specifically for women - Sensor 1992 triple blade razor - Mach 3 1998 battery powered
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Website Comparison Marketing Team Go 3 - Firm Website versus Competitor Website The kind of success that Gillette has attained attracts competitors who all desire to be the top razor company in the industry. With that being said, technological savvy by companies is important nowadays especially in the case of website design. One of the larger companies that competes with Gillette in the razor industry is Schick. Schick’s website is very engaging and modern which would most likely attract younger
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