Gillette Case Study | Gillette SWOT+ Fusion Case Study Analysis by Myassignmenthelp.com

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Looking for MBA Marketing Case Study help? Gillette Case Study is a good example to understand marketing concepts and merger acquisitions. Universities worldwide teach Gillette Fusion Case Study to make management graduates perform analysis on their marketing strategies. Contact Information: Website: http://myassignmenthelp.com/ Mail Id: [email protected] Phone No: +61-2-6100-384

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Page 1: Gillette Case Study | Gillette SWOT+ Fusion Case Study Analysis by Myassignmenthelp.com

CASE STUDY ON GILLETTE

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Background of Gillette

Leader in market

Controlling market share

Mature company

Unrelated acquisitions

Competition - Razor Wars

Current marketing activities

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The Razor Industry

Saturation

Cultural changes

Is more innovation possible?

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What is the Problem?

Continued Success of Fusion

Innovation

R&D

Product Design

Product Expansion

Marketing

Customer Attraction

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Product Innovation

Superior Product

Wide array

R&D

$750 Million on Mach3

Women

Complimentary Products

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Marketing Innovation

Female Market

Millions of women shave

Global Market

60% sales global

Diversify Image

Website- “The Best a Man Can Get”

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Customer Attraction

Increase Market Share

Don’t stop at 70%

Embrace Cultural Differences

Western culture

Maintain Growth

Ever-changing products

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StrengthsReputation

Brand Recognition

Multinational distribution channels

Market Share (about 70%)

Competitors

Efficient Manufacturing System

Lots of money for R&D

Marketing

Events/Athletes/Slogan

1-800 number

respond to complaints/innovate products

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Weaknesses

Future of Gillette = Fusion

Consumer skepticism (5 versus 3 blades)

Lost focus via poor acquisitions in the past

Inability to continue growth at high rates recently

Remained stagnant recently - “Sleeping Giant”

5 Blade vs 3 Blade??

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Opportunities

Expand dominating market share

Globally

Acquisition of companies

Promote Western-style culture

Campaigns to glamorize clean-shaven

Make teenage men/women lifelong users

•Expand/innovate creams and lotions

•15% men don’t shave due to discomfort, and 3% don’t care to shave!

•Products for hair removal in other places

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Threats

Saturated/mature market

Fierce competition

Ongoing legal battles

Consumer skepticism

Increased use of other hair removal techniques

Cultural Impediments

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Alternative Solutions for a Mature Company

Squeeze Margins

Positive Cannibalism

Encourage Higher Usage

Diversify and Expand Brand

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Other Marketing Aspectsto Consider...

• International Campaigns

• Cultural Sensitivity

• Celebrity Endorsements for Fusion

• Advantages of Fusion over Mach3

• Future of Women’s Line

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Recommended Long-term

Solution Maintaining Current Status

• Foreign Market Expansion

• Sensitivity (cultures and traditions)

• Glamorization

• Market to the Market

• In-store advertising system

• Loss leader marketing strategy

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Recommended Long-term

Solution

Maintaining Current Status

• Foreign Market Expansion

• Sensitivity (cultures and traditions)

• Glamorization/Americanization

• Market to the Market

• In-store advertising system

• Loss leader marketing strategy

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New Perspective on Marketing

“Not only are we going to understand what is the same everywhere, but we’re going to look to see what is different everywhere.”

-Chief Executive of BBDO Worldwide, the Omnicom agency for Gillette

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Japanese Consumers

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Recommended Long-term

SolutionMaintaining Current Status

• Foreign Market Expansion

• Sensitivity (cultures and traditions)

• Glamorization

• Market to the Market

• In-store advertising system

• Loss leader marketing strategy

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Page 20: Gillette Case Study | Gillette SWOT+ Fusion Case Study Analysis by Myassignmenthelp.com

Recommended Solution

Issue at hand

Celebrity Endorsements

Encourage Cannibalization

Sponsorships/Promotions

Benefits

•MARKET THE FUSION INDIRECTLY TO THE PURCHASING CONSUMER

80%80%MORE THANMORE THAN

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