Gillette Marketing Plan

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Managerial Marketing Marketing Plan Questions for Discussion 1. Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in the wet-shaving market come to an end? Explain. While evaluating the product innovation at Gillette throughout its history, it is easy to relate to the companies ups and downs, as well as its struggles. Especially in the younger developmental years, we see the resilience of the company and the drive that was necessary in order to continue operations. These hardships pushed the company to continue to refine its product and mine for new innovations. It was stated that the Gillette Company lead the personal care and grooming industry…show more content…
Overall, one-upmanship can be deadly to both companies whom constantly try to outdo themselves and also offer better prices. The primary reason why this can be deadly is by cutting profit margins thinner and thinner. Ultimately price is what sells and item and not quality, especially if the quality is marginal. You don’t have to go far to see this classical struggle. Gas stations are a prime example of one-upmanship. Profit margins on gas are noted to be very thin. If you consider gas station prices on neighboring stations, they are typically very close if not the same. These stations have effectively locked themselves into a commitment to match or exceed their competitor’s price in order to draw higher sales, because ultimately what sells gas at neighboring gas stations is the best price. 3. What actions would you recommend over the next five years that would help Gillette maintain its worldwide dominance in the shaving market? What specific marketing program discussions would you recommend? Should Gillette be worried about Schick? Explain. Over the next five years, it is recommended that Gillette continue innovation. Innovation is key in any market; you must continue to exceed customer expectation while continuing to meet basic needs. Over the next five years, it is also important to keep up with changes in market demands and also listening to consumer feedback. Marketing programs that involve getting guys to try their new

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