Gillette Fusion Proglide Intro to Marketing 2013 03

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Gillette Fusion Proglide Intro to Marketing 2013 03

  1. 1. Gillette FusionProGlide PowerIntro to Marketing March 2013By: Robin Bertelsen, Aman Kapoor, Gordon KramerRajesh Madhawarayan and Frankie Wong
  2. 2. A Quick History of Safety Razor Marketing
  3. 3. In the Beginning• 1828: Straightrazors invented inSheffield, England• 1904: King CampGillette patented thefirst safety razor• 1928: Lt. Col JacobSchick created theelectric razor
  4. 4. Gillette: The Early Years• One razor and 12 double-edged blades: $5(a years supply)o Return the 12 blades and get six freeo 12 blades alone: $1o Star "hoe-style" razor was $1.45• Sears finally offered package for discount• 1921 new high-end model and old razordeep price cut and sales exploded!
  5. 5. ProGlide Power: Product Market
  6. 6. Competitive Environment• Competitive Environmento Internal: Mach3, Fusiono External: Energizer Holdings Schick Hydro, Quattro• Competitive Advantageso Thinner, finer bladeso MicroCombo Precision Trimmero 5-week life per cartridgeo Lubrastrip• Sustainable Competitive Advantageo None
  7. 7. Technological Environment• Sponsored link on Google• Website optimized for iPad and iPhone• Blogs• Online retail: Amazon.com• Facebook• Twitter
  8. 8. Cultural and Social Environment• ProGlide Power is targeted at GenX and GenY, notBaby Boomers• Packaging explains value prop in:o Englisho Frencho Spanish• Product targeted at USA, Mexico and Canada markets
  9. 9. ProGlide Power: Target Market
  10. 10. Target Market• Demographicso Males (GenX, GenY)• Lifestyle (Psychographics)o Well groomedo Self awareo Busy, Urban• Socio-economico Middle class and above
  11. 11. Target Market - Indicators• Producto Appeal to gadget savvy consumers High-end technology Upgrade from earlier Gillette razors• Promotiono Commercials targeted to younger audienceo Website introduces concepts like Male grooming, body shave• Priceo Relatively expensive: Younger audience likely to switch forbrand, status, top of line
  12. 12. ProGlide Power:Not your grandfathers razor
  13. 13. Advertisement Analysis• Emphasis on technology of producto Differentiation between electronic, disposable razorand regular disposable razor• Gillettes role as innovatoro Reminder of Gillettes historic place in razor andblade industry• Sense of humoro Appeal strongly to Gen X and Millennial maleso Strong male figure consistent with Gillettes otheradvertising campaigns
  14. 14. The Future of Razor Sales?

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