The marketing program model incorporates many aspects of a product in order to promote sales of the product. A marketing program looks at four elements that are essential to marketing: the product, the price of the product, the distribution of the product, and the promotion of a product (Ferrell and Hartline, 2005, p. 149). In order for Gillette to compete with online competitors, all four of these elements need to be addressed in a way that will benefit the company and market the product effectively. Gillette is a well-known brand name that has created very popular products throughout the years. The product aspect of the marketing program is a strength that Gillette has created in order to start the online subscription model. A product needs to be appealing to customers as well as meet the needs and wants of the customers and Gillette’s razors and blades have been at the top of the sales for many years. The razors and blades are at the mature stage of development, but customers still need to product to carry out grooming needs. Also, by Gillette developing an online market, the company is essentially marketing a convenience product that is easy to obtain. Therefore, Gillette does not need to try to create a razor with five or six blades just to be above the Schick Quattro, they need to focus their attention on marketing the already appealing and satisfying products they have produced. The marketing team may also offer a trial period for three months. This would allow
* Advertising expenditures increased significantly for newer and smaller players to grab the market share whereas established players did not increase it significantly.
Examining the consumer behavior for nondisposable razors, we can observe that consumers are focusing on the premium segment. Also, they are becoming more sophisticated and expecting new technologies to smooth the shaving process. Focusing on that, Paramount should invest in the premium products category. Even though that would create cannibalism for the “pro-products” which is already loosing market.
In conclusion, this essay has outlined the six key elements of the marketing process: (i) situational analysis; (ii) market research; (iii) establishing marketing objectives; (iv) identifying target markets; (v) developing marketing strategies; and (vi) implementation,
I. Executive Summary II. Situation Analysis o Market Summary Target Market Demographics Geographic Demographics Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis Strengths Weaknesses Opportunities Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast
The introduction of the Sensor Shaving System, one of the biggest product launches ever, forced Gillette to reevaluate its strategy in its shaving and non-shaving business. It had to decide whether to go ahead with the launch and if so, at what scale.
Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co. was in a problem of considering the how to position its new product--Precision, and to define the market strategy in terms of positioning, branding, and communication strategy. It provided some options with details to the reader, hence, for such purpose, this case would be a decision case, finding the optimum to segment the new product to the target and how it should be marketed.
I’m going to develop a new soft drink as part of Coca Cola, the drink is aimed to attract customers aged 13- 19.
Gillette is recognized nationally for it's reputable success in the razor and blade industry, but online competitors' are slowly entering the market. In a society where convenience, immediate results, and impatience is typical, the online industry is rapidly expanding. Consumers were once skeptical about entering personal information, such as credit card and address, due to high risks of identity theft; however, the implementation of safety regulations and encrypted websites, are reassuring and have boosted retail sales. The Dollar Shave Club has entered the shaving industry and Gillette management is concerned about the low prices advertised and the potential loss of consumers. Utilizing the four basic elements of marketing, following is a basic plan that could be utilized to sell Gillette's razors and blades via an online subscription model.
- The marketing programmed that G20 would use is improve the attractiveness of the product by do the marketing research about the preference of customers toward the product. Also, the company should develop the
Synopsis: Gillette has long been known for innovation in both product development and marketing strategy. In the highly competitive, but mature, razor and blade market, Gillette holds a commanding worldwide market share. The peak of its innovation occurred in 2006 with the introduction of the Fusion 5-bladed razor. Today, innovation in razors and blades is thwarted by a lack of new technology and increasing consumer reluctance to pay for the “latest and greatest” in shaving technology. Gillette must decide how to put the razor wars behind them and maintain or increase its share of the global razor market.
* Customers: Male consumer products have been trending upward in the last decade. The customer segments are broken up into three areas; social/emotional, involved razor users, and uninvolved or maintenance users. Social/emotional are responsible for 39% of Nondisposable razors, Involved is for 28%, and maintenance users account for 33%. In 2009 consumers razors and replacement cartridges at a higher rate than ever before.
Problem statement: With the launch of the new innovative Quartz shower by Aqualisa, the Company expected to have a boost in its sales. Yet the sale of the product was not picking up. The Company was facing a big challenge with communicating its product to the consumer/target. The Company wants to ensure that the innovative technology, which is leaps and bounds ahead of competition, will generate more sales to capture market share before the competition can imitate the technology. Accordingly, the CEO of the Company will have to re-devise a new positioning, distribution and pricing plan, if necessary.
For this reason, Gillette has always been trying to innovate in the market with new products. But they did not want their product to be bought just because they are a novelty but because it was perceived by the customer as a good quality product and have a staying power and product loyalty. This can be illustrated by the launch of the “Fusion” product by
Paramount Health and Beauty Company is in the process of launching a new technologically advanced nondisposable razor “Clean Edge”. With its improved design, Clean Edge provides superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave. The company has decided to introduce it in the men’s market where it has a strong presence. The company is now focussing on positioning and naming of this new product. It also needs to decide on the promotional activities to be performed adhering to the budget constraints and also must decide on the distribution channels through which it can reach to the masses.
The Gillette Company has effectively entered the razor blade market in the main parts of Indonesia. Even though there is still a lot of potential for growth, it faces stiff competition, as well