Introduction Protagonist: Ralph Bingham – Vice President‚ new business development‚ Gillette Safety Razor Division (SRD) Problem: Ralph needs to achieve company targets for earnings growth for his division by developing a new business product. Ralph has commissioned an extensive investigation into the blank cassette tape market and he views this market as poised for substantial growth and opportunity over the long-term range of ten to fifteen years. Ralph feels that his division is well positioned
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Gillette Logistics Management Logistics - 1st semester With regard to developing and introducing new products‚ what lessons did Gillette learn from the Wilkinson Sword and Bic experiences? Gillette learned that they had to think ahead and be creative to be competitive. They learned that they have to develop their products before their competitors to be the leading company of the market and staying popular to the customers. Russel B. Adams Jr.‚ says in the Gillette case study text:
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Harleen Parmar Gillette Indonesia Chester Allan‚ Gillette’s country manager of Indonesia‚ needs to decide whether increasing spending in marketing beyond 12% of sales will cause a 20-25% increase in blade sales in 1996. Despite the high market share of 48% and 97% brand awareness (See Exhibit 1) of Gillette-brand blades‚ the company needs to target several factors that hinder its growth by switching rural population to lower priced Gillette blades; targeting 48% of the urban male population
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Gillette PCD: Marketing Planning and Control Situation Analysis: The president of the Personal Care Division of Gillette‚ Bill Ryan‚ is currently faced by a conflict of strategies employed to market their products. Two products have been discussed to show the way the two strategies worked and what results they could manage. White Rain (shampoo and conditioner) launched in 1985 had a market share of 3% in 1986. Right Guard (deodorant) was restaged in 1983 and has a share of 6.5% currently which
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Case Analysis for Gillette: Product and Marketing Innovation 9/11/2012 Abstract Gillette is seeking means to retain dominance in market share they have lead for the last century. Along with sustaining market share Gillette has continued focus on expanding worldwide into less saturated markets. In this analysis multiple alternatives will be explored in order to make a recommendation on steps that would favor Gillette’s organization in meeting their aspirations. Situation Analysis
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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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This case details the success of Gillette over the history of the company‚ from its inception in 1901 to the present day. The ups and downs that the company went through over the years and the obstacles it had to overcome to stay at the top of the market in not only the U.S. but worldwide. The company as a whole has faced new competition that sparked a battle that many still remember to this day. Innovative History In 1901‚ during its year of inception Gillette cornered the market for being the
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introduced. After Mattie says that she knows who the man was in the boat with Grace‚ there is mystery in where he is. Mattie knows something the others do not. This creates suspense. “His name’s not Carl Grahm. It’s Chester. Chester Gillette.” The words rush out of my mouth before I can stop them. (pg. 6) There is mystery in Miss Wilcox’s real name. She is not who she says she is‚ and this keeps you interested and wanting to read more. There is mystery in Emily Baxter’s writing and
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introduction Gillette know men in their grooming needs but not for woman. Men have been scraping their beards and moustaches off since the invention of dating‚ and had been using a variety of single edged razors‚ including the so-called "safety razor"‚ which had been introduced by Gillette in 1901. A mere 70 years would pass before the Gillette people could improve on things with the introduction of the Trac II razor‚ the first two-bladed cartridge. The theory was‚ that the first blade would
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Division A Group 5 Gillette’s Marketing Strategy for Indonesia Executive summary The analysis has been done to achieve the country manager‚ Chester Allan’s objective to increase the market share by 19% through identifying the new customer segments‚ and increase brand loyalty. The problems faced while achieving the objective are as follows: * The rural population in Indonesia is unaware of the modern shaving trends and therefore do not add to the total sales of the company. With time‚ when
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