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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THE GILLETTE COMPANY MARKETING PLAN Second year of Mach3 in the market. 1. Executive Summary * The major goal is to meet the sales volume (unit and US$14400 MM) as well as estimated profits US$ 2880 MM which represents 24% of sales. * Consolidate Mach3 as a successful launch‚ with the objective of recovering the investment in 2 years. * Minimize the effect the higher price of Mach3 might have in foreign markets. * Make consistent efforts in all
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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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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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Refrige reinvents business process workflow in 12 weeks with the OutSystems® Platform • The leader in the carbonated beverage industry in Portugal and one of the biggest bottlers in Europe‚ Refrige produces 220 million liters of soft drinks each year‚ but faced a severe operational bottleneck when it came to handling promotional and marketing materials around new products‚ especially as production volume increased.Seven different departments needed to provide input into the administrative process
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The Gillette Company ‚ was founded in 1901 by inventor King C. Gillette. It was a leading international manufacturer of consumer products ranging from electric razors to ballpoint pens. Gillette has three divisions: 1. Safety Razor division (blades and razors) 2. Paper Mate Division (writing instruments) 3. Personal Care Division-PCD (toiletries and cosmetics) PCD was responsible for Gillette’s U.S. entries in hair care‚ skin care‚ and deodrants /antiperspirants The Brands of Gillette are
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Identity Prism 8 2.2.3 Brand personality 9 3. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12 4. Celebrity endorsement 13 4.1 David Beckham and Gillette 14 4.2 Other Gillette celebrity endorsers 15 4.3 Match-up hypothesis 16 4.4 Future Endorsement 17 5. Retail Environment 17 Appendices Bibliography Appendices Appendix 1 – Marketing Week Article Appendix 2 – Questionnaires Appendix 3
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national origin of the MNC is a major influence on the trade-off between global integration and local adaptation. Now‚ Gillette Group has a plan to set a subsidiary in Shenyang of China which is a advanced city in China. So choosing effective HR practices is very important for the development of this subsidiary. In this report‚ first‚ some practical HR methods of Gillette Group will be introduced and illustrated‚ and then through analyzing the differences between US and China to find out the barriers
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