Marketing and Gillette Venus
Marketing Strategy for Gillette Indonesia Done by: Agnes Naomi, 1206289905 Ananda Gabriella, 1206290081 Klemens Ismoyo Djajapurusa, 1206290043
Marketing Strategy for Gillette Indonesia GENERAL OVERVIEW Business Strengths Gillette owns 50% of the market share in Indonesia, in addition it has 97% Brand Awareness and 55% brand most used ratings. Business Weaknesses The market in Indonesia has increased to 30% but Gillette only managed to own 19% of it. Gillette has encountered some problems in meeting the demand for the coming year due to the delay of the new line capacity and the problems with the customs clearance relating to Gillette’s women’s razor. Gillette also encountered problems with its distribution channels to cover whole of Indonesia. Opportunities There is still existing market of double-‐edged blades of 116m. The >$10k income bracket has grown by 30%, the $5k-‐$10k bracket by 15% and the $2k-‐$5k bracket by 3%. Threats The market being quite new, results in a high threat of new entrants. There is a strong threat of substitute coming from the use of wet or dry knives. BUSINESS GOALS Market Share Gillette’s current market share is about
Marketing Strategy for Gillette Indonesia GENERAL OVERVIEW Business Strengths Gillette owns 50% of the market share in Indonesia, in addition it has 97% Brand Awareness and 55% brand most used ratings. Business Weaknesses The market in Indonesia has increased to 30% but Gillette only managed to own 19% of it. Gillette has encountered some problems in meeting the demand for the coming year due to the delay of the new line capacity and the problems with the customs clearance relating to Gillette’s women’s razor. Gillette also encountered problems with its distribution channels to cover whole of Indonesia. Opportunities There is still existing market of double-‐edged blades of 116m. The >$10k income bracket has grown by 30%, the $5k-‐$10k bracket by 15% and the $2k-‐$5k bracket by 3%. Threats The market being quite new, results in a high threat of new entrants. There is a strong threat of substitute coming from the use of wet or dry knives. BUSINESS GOALS Market Share Gillette’s current market share is about