Group # 11 Gillette Mohammad Ali Mughal Sidra tul Muntaha Haider Ahmed Zubairi Ibrahim Ahmed Overview The global razor market appears to be cutthroat, with – according to Gillette – a reservoir of around 1.6 billion men in the habit of shaving. For Gillette however, the opportunity to sharpen its proposition on grooming represents only part of its global brand strategy. So if you thought that Gillette was a business somewhat limited by growth opportunities, prepare yourself for
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to revitalise a brand The problem dealing with Gillette was that they had found themselves dominating 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
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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
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Introduction Gillette is the leading company in shaving product market. Gillette selling 6 different gel in the market under the sub-brand ‘’Gillette Series’’. Gillette sensitive skin shaving gel is the most popular product in the Gillette series. Gillette series sensitive skin shaving gel has been developed to take extra care for those whose skins are allergic and sensitive to razor’s action. Normally people with sensitive skin avoid shaving as it cause there skin burns, cuts and rashes. This gel
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GILLETTE CASE 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. When we look at Gillette’s product innovation throughout its history, Gillette continued developing, innovating it self. Yes the product innovation in the wet-shaving market come to an end and now it is in decline part of the cycle but Gillette razors are still selling because shaving with razors
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Brand Shares (by Umbrella Brand Name) Historic Retail Value RSP % breakdown Brand Company name (GBO) 2007 2008 2009 2010 2011 2012 Men's Shaving World Gillette Procter & Gamble Co, The 56.3 55.8 54.8 56.3 56.2 56.7 Schick - Wilkinson Sword Energizer Holdings Inc 10.1 10.2 10.7 10.7 10.7 10.6 Bic Sté Bic SA 3.7 3.8 3.9 4.0 4.1 4.2 Nivea Beiersdorf AG 3.3 3.4 3.4 3.3 3.3 3.3 Edge Energizer Holdings Inc - - 0.7 0.7 0.6 0.6 Palmolive Colgate-Palmolive Co 0.7 0.7 0.7 0.6 0.6 0.6
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CASE STUDY GILLETTE Nguyen Thao – 217535 Columbia Southern University 1. Gillette has been successful in convincing the world that more is better regarding number of blades and other features of razor because of the following reasons. First of all, the company not only understands what kind of product men would desire for their needs of grooming, but knows how to market its products to men around the world. The
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King C. Gillette fundamentally transformed shaving with the invention of the first safety razor, which was granted a patent on November 15th, 1904. With the advent of the safety razor, a man did not need to send his straight edge razor to the barber for sharpening. The idea of clamping a smaller version of a straight edge onto a handle was genius – the blade was easier to control, which resulted in fewer nicks and cuts, and was replaceable when it became dull. In the past century, Gillette has been
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To establish its own success, Gillette tried many ways to exploit and develop. For example, Gillette spearheaded the acquisition for many companies of different industries, such as Braun AG (German manufacturer of small appliances), S.T. Dupont (French maker of luxury lighters), Eve of Roma (high-fashion perfume) and Jafra Cosmetics (home sales) and so on. Some of these companies became the victims for the success of future development. Four of these acquisitions proved to be unprofitable or unsuitable
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over the past 10 years and many brands are still loyal towards magazine advertising, as numerous research studies show that value magazine advertising the most compared to other media . The Magazine – “Four Four Two” I will be discussing a Gillette advertisement which was placed in the May 2009 issue of Four Four Two magazine. Four Four Two is a football (soccer) magazine launched in 1994 by Haymarket Media Group, a worldwide publishing company. The product positioning statement of Four Four
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