FROM: Giuseppe Fornaro TO: Edward “Cutting Edge” Barber‚ Head of Gillette Shaving Division RE: Rejuvenating the strategy of Gillette’s razor business Current Strategy Gillette has grown to be a power brand in the shaving industry. Its products are seen as premium quality and are thus sold at a premium price. Gillette’s current business model consists of high spending in marketing and product development (R&D). Gillette’s traditional competitive strategy for razors is to focus technology
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Procter and Gamble HISTORY American multinational consumer goods co. Headquarters: Cincinnati‚ OH Founded 1839 2012 $83.68B dollars in sales High 3Q 2010 earnings made analysts question if it was attributed to P&G lowering product prices. There are consistent price increases and decreases within the markets of Procter and Gamble. Reverts to pre-crisis 2008 when in inflation in central and Eastern Europe was still climbing. P&G raised prices during this time to off-set inflation
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Executive Summary Gillette is a world known multinational company in shaving products market and holds more than 70% market share (Hartline 2007) in this segment. Since its very inception in 1901‚ Gillette has always been envied for delivering the finest shaving care products both for men and women. Besides‚ it has also diversified its product lines extending it to toothbrushes‚ toiletries‚ stationeries‚ cosmetics and other household appliances. Originated in Boston‚ Gillette has been dominating
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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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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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regulatory. Political Influence and Litigation from Responsible Shopper: "Procter & Gamble donated more than $80‚000 to the Coalition Again$t the Costly Labeling Law‚ a group of companies that worked against Oregon’s Measure 27‚ which would have required the labeling of GMO products sold in that state. The Coalition was successful in defeating the measure." from Greenpeace: "Procter & Gamble was among the corporations criticized by Greenpeace for working to weaken European laws governing
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Procter and Gamble Case Study Procter & Gamble Executive summary: Procter and gamble is one of the most successful companies in the world. the company markets its brands in more than 140 countries‚ and had net earnings of $1.6 billions in 1990.the Canadian subsidiary contributed $1.4 billion in sales and $100 million in net earnings in 1990.it was recognized as a leader in the Canadian packaged-goods industry‚ and its customers brands led in most of the categories in which the company competed
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Procter & Gamble GBS Report & Recommendations Introduction: P & G is the quintessential American company‚ with more than 175 years of history. Coming from humble roots‚ it was established by a partnership of William Procter and his brother in law James Gamble. Over its extensive history‚ P&G has followed an aggressive “growth by acquisition” strategy which has transformed it into the global manufacturer of household & health items in the world. After P & G’s merger with
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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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1 Established in 1837‚ Proctor and Gamble (P&G) had developed a holy grail of principles and practices. Its philosophy is focused on individual talents‚ abilities and how best to make use of them. P&G source this talent from within the organization attracting people willing to spend their entire career with the company. Proctor & Gamble has developed a reputation of caution in the industry of household ’s sundries and personal care products. It ’s marketing strategies and judgements towards different
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