COLOMBO CAMPUS SRI LANKA
MBA FOR EXECUTIVES
MODULE ASSIGNMENT : MARKETING MANAGEMENT
Student Name:MAHESH UDUGAM KORALALAGE
Student Registration No.: 0030nlnl0912
Module Lecturer:Khaldoun Dia-Eddine
Module Tutor:Wimarshana Wijesuriya
Total Word Count:2,121 (Excluding references – Annex 1)
“Gillette Fusion ProGlide Power” Razor in Sri Lanka
1. Executive Summary
Gillete is the dominant market leader in system razors and cartridges in the local as well as the global market, where it has become a household name in the men’s grooming category, throughout the world. Its new shaving system namely Gillette Fusion ProGlide Power Razor has been greatly successful in a global context, and this is planned to be launched in Sri Lanka from November 2012. It is a 5 blade power razor with a precision trimmer, for which there is no similar product in the current local market, making it a potential monopoly. The following study focus on the potential for this product by how best the marketing mix can be adopted to ensure that the product is a success within the identified target market. It also focuses on how best the market could be segmented, and thereby positioning the product to achieve the target market. The product is carrying a breakthrough technology in the system razor and cartridges market and hence will adopt a premium pricing strategy. It will be positioned at a premium price for a target market which is an up market niche segment, where the product is placed at high end shopping malls, personal selling, etc. 2. Research and Sources
Despite the product in concern is new to the local market, it is important to analyse the current market for Blades and Razors in Sri Lanka to identify the context within which the target market prevails. The total market value per annum for the Blades and Razors in Sri Lanka is Rs. 1,667 Mn within which different kinds of razors and blades/cartridges are being sold. It is important to appreciate the fact that system razors account for 15% of the total market value. The Gillette Fusion ProGlide Power Razer will fall under system razors, and the current target market is included within this percentage. Hence from a value proposition, it is important to optimize the use of marketing mix and the STP strategies to ensure that the maximum market share is obtained within the system razors category. The market is growing at a rate of 18% per annum in terms of value. The key driver to this growth is the fact that customers are gradually moving to higher value products. For example, many people who used disposable razors have now switched to using system razors and cartridges, which is reflected in the increase in market share of these product categories over the last two years. * Vector Plus grew from 5.7% to 16.6%
* Gillette March 3 Turbo increased share from 12% to 23% * Gillette March 3 grew from 06% to 10%
Despite there is no direct competition for this product, as it is the first of its kind to Sri Lanka, one should not exclude the other competitors in the overall razors and blades market, mainly due to the fact that our target market is comprising of individuals who are using all kinds of products from different competitors such as Dorco, Bic, SuperMax. However due to the nature of the product which carries breakthrough features( in this product category) many techno savy individuals who could afford the same, will not be hesitant to try it provided we adopt the optimum marketing mix. (Please refer Appendix 1 for key sources of research/references)
3./4.Key Theoretical Positions and Conclusions.
As Heyleys Consumer Products Pvt. Ltd. is the sole distributor for this product, where the company places customer satisfaction at the centre of all organizational planning and decision making, and the parent company Proctor & Gambel being a Product Oriented company , it...