Gillette Case Analysis Essay

1328 Words 6 Pages
Case Analysis for Gillette: Product and Marketing Innovation

9/11/2012

Abstract Gillette is seeking means to retain dominance in market share they have lead for the last century. Along with sustaining market share Gillette has continued focus on expanding worldwide into less saturated markets. In this analysis multiple alternatives will be explored in order to make a recommendation on steps that would favor Gillette’s organization in meeting their aspirations.

Situation Analysis
Product quality and efficient marketing are the core value propositions that set the pace for Gillette’s success. With continued innovation in both product development and marketing strategies Gillette has been able to retain a commanding
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I believe moving forward with developing a universal handle with Gillette refills would accomplish this. This would require investment into developing a new handle and rollout of the product.
Here is an approximate timeline to complete. Months | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | Conduct customer surveys | | | | | | | | | | | Collect media information | | | | | | | | | | | Analyze data and present results | | | | | | | | | | | Develop universal handle | | | | | | | | | | | Work with Manufactures on production requirements | | | | | | | | | | | Develop sales force training program | | | | | | | | | | | Conduct sales force training program | | | | | | | | | | | Develop and send promotional materials to dealers | | | | | | | | | | | Roll out program in selected regions with both personal and mass promotion | | | | | | | | | | |

The time to develop and produce a universal handle will hinge on weather current product line refills will need to be modified as well to make a universal handle possible.
Expected Outcome Let’s assume Gillette is able to develop a universal handle that worked with current product line refills. What might we expect their profits look like based on selling 50 million handles and 500 million refills?

| Handles | Refills | Sales | | | Dollars | $500,000,000 | $12,500,000,000 | Units

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