CASE STUDY ON GILLETTE
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Background of Gillette
Leader in market
Controlling market share
Mature company
Unrelated acquisitions
Competition - Razor Wars
Current marketing activities
The Razor Industry
Saturation
Cultural changes
Is more innovation possible?
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What is the Problem?
Continued Success of Fusion
Innovation
R&D
Product Design
Product Expansion
Marketing
Customer Attraction
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Product Innovation
Superior Product
Wide array
R&D
$750 Million on Mach3
Women
Complimentary Products
Marketing Innovation
Female Market
Millions of women shave
Global Market
60% sales global
Diversify Image
Website- “The Best a Man Can Get”
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Customer Attraction
Increase Market Share
Don’t stop at 70%
Embrace Cultural Differences
Western culture
Maintain Growth
Ever-changing products
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StrengthsReputation
Brand Recognition
Multinational distribution channels
Market Share (about 70%)
Competitors
Efficient Manufacturing System
Lots of money for R&D
Marketing
Events/Athletes/Slogan
1-800 number
respond to complaints/innovate products
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Weaknesses
Future of Gillette = Fusion
Consumer skepticism (5 versus 3 blades)
Lost focus via poor acquisitions in the past
Inability to continue growth at high rates recently
Remained stagnant recently - “Sleeping Giant”
5 Blade vs 3 Blade??
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Opportunities
Expand dominating market share
Globally
Acquisition of companies
Promote Western-style culture
Campaigns to glamorize clean-shaven
Make teenage men/women lifelong users
•Expand/innovate creams and lotions
•15% men don’t shave due to discomfort, and 3% don’t care to shave!
•Products for hair removal in other places
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Threats
Saturated/mature market
Fierce competition
Ongoing legal battles
Consumer skepticism
Increased use of other hair removal techniques
Cultural Impediments
CASPIAN boycotts For More Info Visit: www.Myassignmenthelp.com
Alternative Solutions for a Mature Company
Squeeze Margins
Positive Cannibalism
Encourage Higher Usage
Diversify and Expand Brand
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Other Marketing Aspectsto Consider...
• International Campaigns
• Cultural Sensitivity
• Celebrity Endorsements for Fusion
• Advantages of Fusion over Mach3
• Future of Women’s Line
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Recommended Long-term
Solution Maintaining Current Status
• Foreign Market Expansion
• Sensitivity (cultures and traditions)
• Glamorization
• Market to the Market
• In-store advertising system
• Loss leader marketing strategy
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Recommended Long-term
Solution
Maintaining Current Status
• Foreign Market Expansion
• Sensitivity (cultures and traditions)
• Glamorization/Americanization
• Market to the Market
• In-store advertising system
• Loss leader marketing strategy
New Perspective on Marketing
“Not only are we going to understand what is the same everywhere, but we’re going to look to see what is different everywhere.”
-Chief Executive of BBDO Worldwide, the Omnicom agency for Gillette
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Japanese Consumers
Product Features For More Info Visit: www.Myassignmenthelp.com
Recommended Long-term
SolutionMaintaining Current Status
• Foreign Market Expansion
• Sensitivity (cultures and traditions)
• Glamorization
• Market to the Market
• In-store advertising system
• Loss leader marketing strategy
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Recommended Solution
Issue at hand
Celebrity Endorsements
Encourage Cannibalization
Sponsorships/Promotions
Benefits
•MARKET THE FUSION INDIRECTLY TO THE PURCHASING CONSUMER
80%80%MORE THANMORE THAN
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