Marketing and Gillette Venus

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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
 50%
 of
 the
 total
 market.
 Gillette
 needs
 to
 own
  the
 new
 30%
 market
 in
 Indonesia
  Distribution
  Due
 to
 Indonesia’s
 geographical
 arrangement,
 it
 has
 made
 distribution
 to
 the
 whole
 of
  Indonesia
  difficult.
  Gillette
  needs
  to
  provide
  a
  more
  practical
  and
  efficient
  system
  in
  order
 to
 be
 able
 to
 cover
 the
 whole
 of
 Indonesia.
 
 

 


 

  MARKETING
 PLAN
 
 
 
 
  Recommendations
 

The
 company
 to
 divide
 its
 attention
 to
 the
 female
 users
 for
 the
 shavers.
 We
 would
 like
  to
 recommend
 the
 Market
 Penetration
 and
 Market
 Development
 strategies.
  In
 the
 Market
 Penetration,
 it
 is
 the
 approach
 to
 increase
 sales
 in
 the
 existing
 geographic
  distribution
  areas
  by
  getting
  current
  customers
  to
  buy
  more
  or
  by
  getting
  users
  of
  competitor’s
  brands
  to
  switch
  to
  Gillette
  brand.
  Using
  this
  strategy,
  we
  would
  like
  to
  introduce
 a
 campaign
 for
 ladies
 to
 tell
 them
 the
 importance
 of
 having
 soft
 and
 smooth
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