Scribd Logo
Upload

Welcome to Scribd!

  • 18 views

    Giletteppt 130429224240 Phpapp01 PDF

    Uploaded by

    Pretty Bhalla
    Gillette is a mature company dominating the razor market with about 70% share. To continue growth, Gillette must innovate new products like the Fusion razor and expand into new markets globally. Gillette's strengths are its brand recognition and marketing power, but weaknesses include consumer skepticism of new products and stagnant recent growth. Gillette can pursue opportunities in foreign expansion, new products, and making new users loyal to the brand for life. Threats include competition and saturated markets. Gillette's recommended long-term solution is to expand markets abroad sensitively while indirectly marketing the Fusion razor to drive purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Giletteppt 130429224240 Phpapp01 PDF

    Uploaded by

    Pretty Bhalla
    18 views23 pages
    Gillette is a mature company dominating the razor market with about 70% share. To continue growth, Gillette must innovate new products like the Fusion razor and expand into new markets globally. Gillette's strengths are its brand recognition and marketing power, but weaknesses include consumer skepticism of new products and stagnant recent growth. Gillette can pursue opportunities in foreign expansion, new products, and making new users loyal to the brand for life. Threats include competition and saturated markets. Gillette's recommended long-term solution is to expand markets abroad sensitively while indirectly marketing the Fusion razor to drive purchases.

    Original Description:

    Original Title

    giletteppt-130429224240-phpapp01.pdf

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Gillette is a mature company dominating the razor market with about 70% share. To continue growth, Gillette must innovate new products like the Fusion razor and expand into new markets globally. Gillette's strengths are its brand recognition and marketing power, but weaknesses include consumer skepticism of new products and stagnant recent growth. Gillette can pursue opportunities in foreign expansion, new products, and making new users loyal to the brand for life. Threats include competition and saturated markets. Gillette's recommended long-term solution is to expand markets abroad sensitively while indirectly marketing the Fusion razor to drive purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    18 views23 pages

    Giletteppt 130429224240 Phpapp01 PDF

    Uploaded by

    Pretty Bhalla
    Gillette is a mature company dominating the razor market with about 70% share. To continue growth, Gillette must innovate new products like the Fusion razor and expand into new markets globally. Gillette's strengths are its brand recognition and marketing power, but weaknesses include consumer skepticism of new products and stagnant recent growth. Gillette can pursue opportunities in foreign expansion, new products, and making new users loyal to the brand for life. Threats include competition and saturated markets. Gillette's recommended long-term solution is to expand markets abroad sensitively while indirectly marketing the Fusion razor to drive purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 23

    Gillette Case Study

    Samantha Maurer
    Kylen Huntwork
    Crystal Bickoff
    Terri Menser
    Harris Weinstein
    Background of Gillette

    Leader in market

    Controlling market share

    Mature company

    Unrelated acquisitions

    Competition - Razor Wars Gillette vs. Schick

    Current marketing activities


    The Razor Industry

    Saturation

    Cultural changes

    Is more innovation
    possible?

    http://video.google.com/videoplay?docid=5775667601517821634&ei=EDlJSuqVCqjkrALI1qSiDQ&q=saturday+night+live+razor+commercial&hl=en&clie
    What is the Problem?

    Continued Success of Fusion

    Innovation
    R&D

    Product Design

    Product Expansion

    Marketing

    Customer Attraction

    Advertising
    Product Innovation

    Superior Product

    Wide array

    R&D

    $750 Million on Mach3

    Women What’s next?

    Complimentary Products
    Marketing Innovation

    Female Market

    Millions of women shave

    Global Market

    60% sales global

    Diversify Image

    Website- “The Best a Man Can Get”


    Customer Attraction

    Increase Market Share

    Don’t stop at 70%

    Embrace Cultural Differences

    Western culture

    Maintain Growth

    Ever-changing products
    Strengths
    Reputation
    Lots of money for R&D
    Brand Recognition

    Multinational distribution Marketing


    channels
    Events/Athletes/Slogan

    Market Share (about 70%)


    1-800 number
    Competitors
    respond to complaints/innovate
    Efficient Manufacturing System products
    Weaknesses

    Future of Gillette = Fusion

    Consumer skepticism (5
    versus 3 blades)
    5 Blade vs 3
    Lost focus via poor Blade??

    acquisitions in the past

    Inability to continue growth at


    high rates recently
    Remained stagnant recently - “Sleeping
    Giant”
    Opportunities

    Expand dominating market •Expand/innovate creams and lotion


    share •15% men don’t shave due to
    Globally discomfort, and 3% don’t care to
    shave!
    Acquisition of companies
    •places
    Products for hair removal in other
    Promote Western-style culture
    Campaigns to glamorize clean-
    shaven

    Make teenage men/women


    lifelong users
    Threats

    Saturated/mature market

    Fierce competition

    Ongoing legal battles

    Consumer skepticism

    Increased use of other hair removal techniques

    Cultural Impediments

    CASPIAN boycotts
    Alternative Solutions for a
    Mature Company

    Squeeze Margins

    Positive Cannibalism

    Encourage Higher Usage

    Diversify and Expand Brand

    Stay Creative
    Other Marketing Aspects
    to Consider...

    • International Campaigns

    • Cultural Sensitivity

    • Celebrity Endorsements for Fusion

    • Advantages of Fusion over Mach3

    • Future of Women’s Line


    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


    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

    • Procter and Gamble’s $57 billion purchase

    • The reciprocal influence of Venus and Mars


    Japanese Consumers

    Product Features
    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


    Advertisement in Walmart
    Recommended Solution

    Issue at hand

    Celebrity Endorsements

    Encourage Cannibalization

    Sponsorships/Promotions

    Benefits

    •MARKET THE FUSION INDIRECTLY TO THE


    PURCHASING CONSUMER 80% MORE THAN

    You might also like