QUT Digital Repository: http://eprints.qut.edu.au/39406 Kerr‚ Gayle F.‚ Beede‚ Park‚ Proud‚ William‚ & Schultz‚ Don (2010) The elaboration likelihood model in the new millennium : an exploration study. In: 2010 American Academy of Advertising European conference‚ 4 - 6 June‚ 2010‚ Milan‚ Italy. © Copyright 2010 (please consult the authors). The Elaboration Likelihood Model in the New Millennium: An exploratory study Abstract Elaboration Likelihood Model (ELM)‚ developed in 1981 by
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Marketing Management Case 7: Gillette The Razor Wars Continues Prepared by: Hala Question 1: Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in wet-shaving market come to an end? Explain? King C. Gillette has founded Gillette in 1901. It was one of the first great multinational organizations and a marvel of marketing effectiveness. Gillette has set a goal for his company: To offer consumers high-quality
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Gillette razors. This ad portrays these razors to give you a very clean shave‚ which will make you more appealing to attractive women. Simple Solution: This ad makes consumers think that through the use of this product they will automatically have a very effective shave‚ which will make them more attractive. However‚ the difference in individuals skin is not taken into account. Some men may have skin that is more sensitive than others‚ which could leave their skin irritated if they use a razor such
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History of the Army Grooming Standard In the current day one usually expects to see American soldiers with neatly trimmed‚ short hair‚ as is the standard of today Army. However many do not realize that there have been radical changes since the American Revolution in these standards. A significant reason being the accessibility and ease at which one‚ now a day can groom and access a barber. Thinking back to the 18th century there were not as many barbers in the American colonies that meant soldiers
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challenge in its hands to keep the majority market share. Even though they still controlled 70 percent of the market share the niche market did shift and left Gillette unaware of how to respond (Ferrell & Hartline‚ 2011). The introduction of the Trac II razor gave Gillette just the boost it needed. Gillette once again dominated the market (Ferrell &
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Gillette is a brand of men’s safety razors and personal grooming products based in Boston‚ Massachusetts. Although primarily known for their facial razors‚ its owner Proctor & Gamble have expanded the Gillette brand by building something more than a precise blade; a complete regimen of male care products. Today‚ the company produces top of the line razors‚ backed by their “Gillette Science”‚ along with body washes‚ antiperspirants‚ creams‚ foams‚ and everything else related to men’s skin. Their
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law regulates the sale of razors to people under the age of 18. Perhaps there is a possibility to innovate in electronic shavers for the youth market. For example‚ Ergonomic handles and innovative attachments could give them the edge on helping the user to shape and style their facial hair into the most up-to-date beard fashion or providing better reach for girls shaving their legs‚ armpits or bikini-area. Targeting the female market 80 % of women prefer razors to other hair removing products
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Fornaro TO: Edward “Cutting Edge” Barber‚ Head of Gillette Shaving Division RE: Rejuvenating the strategy of Gillette’s razor business Current Strategy Gillette has grown to be a power brand in the shaving industry. Its products are seen as premium quality and are thus sold at a premium price. Gillette’s current business model consists of high spending in marketing and product development (R&D). Gillette’s traditional competitive strategy for razors is to focus technology and marketing
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Encouraging an individual to communicate their needs‚ preferences and personal beliefs affecting their personal care is very important in health and social care. As care workers we have to always consider people’s preferences even if it is not what we would like as individuals. There may be cultural considerations that I might need to think about as a person but this does not stop me from encouraging an individual to communicate what they want. When I realize that the service user is not able to
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versions of existing razors were launched. In 1990‚ the Gillette Sensor represented a breakthrough in shaving systems technology with its twin blade cartridge. This product provided a platform for development of other members of the Sensor family‚ including Sensor for Women and the SensorExcel. It was believed that Sensor’s launch and subsequent success saved the company from takeover bids by Revlon. In 1998‚ Gillette introduced the Mach3 razor‚ which added a third blade to the razor. The Mach3’s introduction
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