to create an innovative razor‚ but wants to make sure that it is positioned effectively. Situation Analysis: * Customers: Male consumer products have been trending upward in the last decade. The customer segments are broken up into three areas; social/emotional‚ involved razor users‚ and uninvolved or maintenance users. Social/emotional are responsible for 39% of Nondisposable razors‚ Involved is for 28%‚ and maintenance users account for 33%. In 2009 consumers razors and replacement cartridges
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increase total sales and put Gillette Fusion on track to be a $1 billion business in the next few years‚ Gillette Fusion should launch a new advertising campaign and reduce cartridge package prices by 20% with the introduction of a onetime coupon. Explanation The media’s reaction to the “blockbuster” advertisement campaign highlights many of the campaign’s flaws. The campaign focused on the product features rather than its benefits. Due to the ad’s product focus‚ Gillette failed to communicate why
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Clean Edge Razor Case 1. What is the marketing management problem or opportunity the case protagonist faces? Paramount must decide how it wants to position the Clean Edge Razor in the market. With the men’s grooming market segment poised for growth‚ it must figure out where the most profit opportunity lies (i.e.‚ super-premium‚ mainstream‚ etc.) and then proceed with an implementation plan. 2. What alternative courses of action can the protagonist pursue to address the case problem? One
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not buy blades as often because their blades will not dull out as quickly. The quality of a blade will also play a role. If the quality of a blade is not good‚ it will dull out quickly. This can generate demand for higher end blades‚ which is where Gillette can capitalize on generating demand for their blades. Another factor is what appears in the media. When people consumers watch movies and television commercials and see good looking‚ well groomed actors‚ they will follow suit and emulate the
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Bic Versus Gillette: The Disposable Wars ABOUT HALF OF ALL WESTERN men get up each morning‚ confront their stubble in the bathroom mirror and reach for a cheap disposable plastic razor. Schiek‚ Bic‚ Gillette‚ Wilkinson or whatever‚ most men think that one brand does as well as the next. Also‚ the razor makers seem always to have them on sale‚ so you can scoop up a dozen of them for next to nothing. The Gillette Company does not like this sort of thinking. Of course‚ women
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Question 1 : Evaluate product innovation at Gillette throughout its history. Gillette has invented the first safety razor with disposable blades in year 1901 which is one of the new-to-the-world products. This safety razor serves as a basic product‚ for the market segment of men who shave regularly‚ providing them high quality shaving experience. The safety razor differentiates itself from the razor used at that period of time-- the straight razor with an open blade‚ with its cover over the two
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1. How is the Gillette Series being positioned with respect to (a) competitors‚ (b) the target market‚ (c) the product class‚ (d) price and quality? What other positioning possibilities are there? a. The Gillette Series is positioned as premium to the competition. b. Using the slogan‚ “The Best a Man can Get" appeals to the target market not because it is the most convenient or the most price effective‚ but because of the value that is added to products by building on the popularity of sensor.
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Gillette Indonesia Case Analysis Gillette - SWOT Analysis #Strength High Quality Brand Local manufacturing 50% Market share already Gillette name means Shaving in Indonesia First Mover advantage #Weakness Employee ( Manager) retainability Poor distribution in remote villages #Opportunity 160 million population with 30% living in cities Political environment stability Increasing income Western influence in Shaving Increasing work opportunities Potential to increase
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Comp 1 3/12/2013 The Razors Edge The Razors Edge was a story created in 1944 and two years later was transformed film (in 1946) and redone in the mid-1980s. It is a captivating story of a man’s quest to find the meaning of life. The movie brought you to many places and left me questioning many actions‚ only to find the answer of why he did it shortly after his actions. This movie has many meanings‚ it makes you think‚ it gets under your skin‚ and it really makes you think about how you live
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Freebie marketing A free gift knitting row counter given away byWoman ’s Weekly in the 1980s-1990s. Freebie marketing‚ also known as the razor and blades business model‚[1] is a business model wherein one item is sold at a low price (or given away for free) in order to increase sales of a complementary good‚ such as supplies (inkjet printers and ink cartridges‚ "Swiffers" and cleaning fluid‚ mobile phones and service contracts) [2] or software (game consoles and games).[1] It is distinct
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