Case Study: Gillette Indonesia
SQ2012 28-02-78
Gillette Indonesia
Marketing Plan
Table of Contents 1. Executive summary 3 2. Situation analysis 4 2.1. Market summary 4 2.2. Market demographics 4 2.3. Market needs 5 2.4. Market trends 5 2.5. Market growth 5 2.5.1. Competition 6 2.6. SWOT analysis 6 3. Marketing strategy 8 3.1. Marketing objectives 8 3.2. Target markets 8 3.3. Positioning 8 3.4. Marketing mix 9 3.4.1. Product 9 3.4.2. Place 9 3.4.3. Promotion 11 4. Gillette Indonesia: case questions 13
Executive summary
The Gillette Company has effectively entered the razor blade market in the main parts of Indonesia. Even though there is still a lot of potential for growth, it faces stiff competition, as well as a looming leftover portion of the untapped Indonesian market. Analysing the Indonesian razor blade market, boosting the demand for Gillette razors, and using market penetration and diversification strategies to increase sales will be the basis of our marketing strategy.
The shaving market in Indonesia is still underdeveloped compared with the Western market, where 60% of shaving men in Indonesia use dry or wet knives. Hence, Gillette should show potential consumers the benefits of shaving with a razor blade. The per capita income of an Indonesian has also been increasing over the years especially in the areas of Java and Bali. Thus, this leads us to some main key points: * People with low income to trade up and start using disposables * People who is already using double edge or disposables but that the shaving per month is to be increased * Medium - High income people who shaves with disposables to be traded up to systems or who already uses systems, but are not using shaving preps
Our objectives are to aim for a deeper penetration of the urban Indonesian market, better positioning in lower income Indonesian bracket and diversification in the women’s shaving market. Thus, we will provide marketing programs,
Gillette Indonesia
Marketing Plan
Table of Contents 1. Executive summary 3 2. Situation analysis 4 2.1. Market summary 4 2.2. Market demographics 4 2.3. Market needs 5 2.4. Market trends 5 2.5. Market growth 5 2.5.1. Competition 6 2.6. SWOT analysis 6 3. Marketing strategy 8 3.1. Marketing objectives 8 3.2. Target markets 8 3.3. Positioning 8 3.4. Marketing mix 9 3.4.1. Product 9 3.4.2. Place 9 3.4.3. Promotion 11 4. Gillette Indonesia: case questions 13
Executive summary
The Gillette Company has effectively entered the razor blade market in the main parts of Indonesia. Even though there is still a lot of potential for growth, it faces stiff competition, as well as a looming leftover portion of the untapped Indonesian market. Analysing the Indonesian razor blade market, boosting the demand for Gillette razors, and using market penetration and diversification strategies to increase sales will be the basis of our marketing strategy.
The shaving market in Indonesia is still underdeveloped compared with the Western market, where 60% of shaving men in Indonesia use dry or wet knives. Hence, Gillette should show potential consumers the benefits of shaving with a razor blade. The per capita income of an Indonesian has also been increasing over the years especially in the areas of Java and Bali. Thus, this leads us to some main key points: * People with low income to trade up and start using disposables * People who is already using double edge or disposables but that the shaving per month is to be increased * Medium - High income people who shaves with disposables to be traded up to systems or who already uses systems, but are not using shaving preps
Our objectives are to aim for a deeper penetration of the urban Indonesian market, better positioning in lower income Indonesian bracket and diversification in the women’s shaving market. Thus, we will provide marketing programs,