Marketing Management
LONDON SCHOOL OF COMMERCE
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
Date Submitted: 25.10.2012
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
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
Date Submitted: 25.10.2012
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