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8/7/2019 SAMYAK_GILLETTE_CASE_STUDY
http://slidepdf.com/reader/full/samyakgillettecasestudy 1/13
GILLETTE CASE STUDY
8/7/2019 SAMYAK_GILLETTE_CASE_STUDY
http://slidepdf.com/reader/full/samyakgillettecasestudy 2/13
INTRODUCTION
´ Safety razors were invented by King C. Gillette in1903
´ Right Guard Deodorant, was market leader in the
1960·s´ But competitors were in lead for product
fragmentation of deodorants
´ S. C Johnson and Sons Edge Gel emerged as a
leading player of foamy shaving cream beating Gillette
´ These experiences created frustration at Gillette
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SENSOR- A CARTRIDGE RAZOR
´ BIC in 1974 gained control in nearly 80 % of therazor market by 1990
´ Good News! was the first disposable, double-
blade razor, released in 1976
´ But later they came up with sensor razor- whichwas bit high priced
´ Gillette sensor only razor who give threeimportant attributes, closeness, comfort andsafety
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SUCCESS OF SENSOR
´ Gillette spent $ 110 million in the first year to
advertise Sensor
´
Achieved $390 million sales´ The share of the market held by the
disposables went down to 42%
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ADVERTISEMENT
´ Brand ambassador·s ²² Roger Federer,
² Irfan Pathan and many more males
´ Capitalize on the success of Sensor´ Male oriented
´ $ 60 million on a joint advertising campaign withSensor
´ Problems faced were-1) high priced commodities other thansensor did not justify its price
2)Joint ads created confusion
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POSITION AMONG COMPETITORS
´ Sensor was the only product that was distinct
amongst all
´
The products in Gillette's series had betteralternatives by competitors
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THE TARGET MARKET
´ Market of razors and toiletries can be classifiedinto two: experimenters, traditional users
´ Gillette toiletries primarily targeted consumers
which were more focused on the productattributes like brand, foam formation, ease of use etc
´
Whereas few people perceived it to be overpriced
´ Man oriented.
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OVER DEPENDENCY ON SENSOR
´ Sensor was an innovative product which justifiedthe high price
´ Other toiletries had better substitute in market at
lower cost´ Joint ads had less impact and created confusion
´ Should have highlighted their innovation andshould have promoted their core companybusiness
´ Proper segmentation and good marketing waslacking
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SUGGESTED STRATEGIES
´ Competitive positioning of sensor
´ Differentiated marketing ´ Mixed bundled pricing
´ Online branding
´ Segment-by-segment invasion plans
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POSITIONING
´ (a) competitors ² Winner in shaving products
´ (b) the target market ²Male oriented
´ (c) the product class ² high class´ (d) price and quality - high
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GILLETTE MAKING THE BEST USE
OF THE BRAND EQUITY WITH SENSOR?
´ Yes.
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MARKETING MIX
´ Avoiding male dominance.
* Products *
´ Shaving gel and creams - 2´ Gel deodorant
´ Deo stick
´ After shave gel.´ Anti- perspirant aerosol ² and deodorants
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THANK YOUFrom,
Sneha Amte,
Poorva Naktode,
Parita Harde,Samyak Jain