2. Background of Gillette
Leader in market
Controlling market share
Mature company
Unrelated acquisitions
Competition - Razor Wars
Current marketing activities
Gillette vs. Schick
3. The Razor Industry
Saturation
Cultural changes
Is more innovation
possible?
http://video.google.com/videoplay?docid=5775667601517821634&ei=EDlJSuqVCqjkrALI1qSiDQ&q=saturday+night+live+razor+commercial&hl=en&clie
4. What is the Problem?
Continued Success of Fusion
Innovation
R&D
Product Design
Product Expansion
Marketing
Customer Attraction
Advertising
9. 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??
10. 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 lotion
•15% men don’t shave due to
discomfort, and 3% don’t care to
shave!
•Products for hair removal in other
places
12. Alternative Solutions for a
Mature Company
Squeeze Margins
Positive Cannibalism
Encourage Higher Usage
Diversify and Expand Brand
Stay Creative
13. Other Marketing Aspects
to Consider...
• International Campaigns
• Cultural Sensitivity
• Celebrity Endorsements for Fusion
• Advantages of Fusion over Mach3
• Future of Women’s Line
14. 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
15.
16. 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
17. 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
• Procter and Gamble’s $57 billion purchase
• The reciprocal influence of Venus and Mars
19. 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
Advertisement in Walmart
20.
21. Recommended Solution
Issue at hand
Celebrity Endorsements
Encourage Cannibalization
Sponsorships/Promotions
Benefits
•MARKET THE FUSION INDIRECTLY TO THE
PURCHASING CONSUMER 80% MORE THAN