MARKETING MANAGEMENT GILLETTE CASE STUDY 15 March 2013 MY INITIAL RESEARCH Before I embarked on the group work‚ I did extensive research on the history and functioning of Gillette‚ with particular emphasis on their association with the world of sport and their branding. This was to give me a good background and understanding of the task in hand. The information I gathered is detailed below: Gillette’s History Shaving is a concept which began around 5000 years ago with the
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Marketing promotional tools Gillette used in 2007 compare to the ones they used in 2012. Submitted to: Dr. Mark Robinson Submitted by: Zukhrab Karimov GILLETTE "The Best a Man Can Get"‚ when we hear this tagline one thing that comes to our mind is definitely Gillette trademark for whom it isn’t just a tagline‚ it’s a brand promise. Founded by King Camp Gillette in 1901‚ he devised and marketed the first safety razor in 1901. In a short space of time‚ Gillette converted his idea into a highly
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market. Larger markets offer the opportunity to produce on a large scale and to benefit from the resultant unit cost reductions. Goods in mass markets such as chocolate bars and razors allow scale economies for large-scale producers‚ thus encouraging companies like Cadbury’s Kraft (confectionery)‚ and Gillette and Bic (razors) to supply the market. Another important external constraint is the ability of a producer to gain access to appropriate resources such as the finance to purchase and run a modern
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increase profit by 1.0% for Men Facial Grooming Group for Financial Year 2011 Value Proposition Statement Point of Parity (POP) – As easy as shaving to remove facial hair Point of Difference (POD) – Smoother. Easier. Longer-lasting. No nicks or ugly razor stubble. So you’re left feeling smoother for up to twice as long as shaving. Target Market Gender – Male Those who are always in a hurry – – Youth (university students) – Young Men (below 35 y.o.) The Products Facial Hair Removal Cream FUSION HYDRAGEL
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Duracell was seen as many as a smart move. Analyst‚ shareholders‚ executives‚ had high expectations with this merger. Unfortunately‚ this acquisition created several problems for Gillette since their main goal of profit maximization was not being accomplished. Main issues: • Should Gillette divest Duracell? • Is Gillette using the appropriate strategies to deal with the big and small competitors? • Stock prices are decreasing considerably External Analysis Industry Structure • Dry cell batteries
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The analysis of Gillette: Gillette is a brand of men’s safety razors‚ among other personal care products owned by Procter & Gamble. Based in Boston‚ Massachusetts‚ United States‚ it was one of several brands originally owned by the Gillette Company‚ a supplier of products under various brands‚ which was merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer.[1] Under the leadership of Colman M. Mockler as CEO from 1975 to 1991‚ company
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Moving too Gillette has been the most life changing experience. It may not seem like much‚ and it very well might not of been caused by me moving. But I am definitely a more mature person now. I used to be very moody‚ I felt like life sucked and that was that. I called that idea realism. I felt bad for myself at all my my tiny problems and acted like they were to worst thing ever. I was digging a hole for myself then complaining about how deep it was. I thought that it was smart to think this way
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BIC Corporation: How a global icon develops its strategy Case questionsAnalyse the BIC case study and discuss the following questions: 1. What strategy did BIC use to succeed in the ball point pen market? 2. How did the strategy change with porous point pens and disposable lighters? 3. Which of the new product options should BIC pursue? Why/why not? 4. On the basis of your analysis in Questions 1 to 3‚ what do you think are the strategic strengths and weaknesses of BIC? 5. What strategies
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RE: Braun Case Study Chairman Bernhard Wild stated in his concern regarding the risk for new and true innovations‚ “When a product is really new it takes courage. People don’t know what they want so Braun needs to create the need and expectation.” At Braun‚ they were driven by technological innovation‚ not price competition. This is supported by the core values of Braun design. So pricing is secondary. Braun needs to think globally when evaluating the introduction of the Syncro Shaver
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BUS 152A September 18‚ 14 Case Write Up #1 Clean Edge Razor: Splitting Hairs in Product Positioning Problem A well-known health and beauty company‚ Paramount is launching a high-technology nondisposable razor‚ Clean Edge. They are searching for the most efficient way to gain market share. Their concerns come down to three main problems: whether they should target niche market and price the product in the super-premium segment‚ or aim mainstream market and gain broad appeal‚ ;whether they should
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