Gilette Case Study (Essay Sample)

GILLETTE CASE STURDY
Question 1 – how is the Gillette series being positioned with respect to
* Competitors.
* The target market
* The product class
* Price and quality
What other positioning possibilities are there?
* Competitors – gillette has tried various mechanisms to deal with competition and its main goal has always been to be the number one brand. This we can see through the innovation of unique products only available from them. From history we see Gillette faced direct competition from local brands, Bic, and Schick. In the double edged blades Gillette faced competition from imported, low-end blades from Eastern Europe and China (Tatra, Super Nacet, and Tiger). In the disposables section Bic, USA and Bagus, a local brand, were its competitors. But since the sales volumes were low the market was not intense. In the higher end products Gillette faced competition from Schick. Gillette has 90% market share in the high end segment. The prices of Gillette’s products were sometimes four times the competitor prices. In addition Gillette faced indirect competition from substitutes like wet or dry knives.
* Target market - gilletes target market are customers were professional men with higher disposable incomes and are not afraid to spend.
* The product class – gillete prices are an indicator that gillette is trying to target the high end clients who have enough economical resources to spend on expensive products.
* Price and quality- the prices of the gillete products are high as compared to other products, prom their advertisement, they focus on showing the consumer that the quality also matches the product, it differentiates itself from the competition with better quality and reliability of their products.
* Other possibilities- gillete could explore Collaboration with the distributors, retailers, and super markets which is essential for success of the product. This has to be done effectively to capture a good share of the market
Question 2.
What strategies do you propose to gillette? Address the entire marketing mix.
"Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4Ps is one way – probably the best-known way – of defining the marketing mix, and was first expressed in 1960 by E J McCarthy.
The 4Ps are:
* Product (or Service).
* Place.
* Price.
* Promotion
1 Product
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as fu...