Strategic Marketing

In: Business and Management

Submitted By abccba
Words 6365
Pages 26
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.
吉列一直以创新产品开发和营销策略。在高度竞争的,但是成熟,吉列剃须刀和刀片市场,遥遥全球市场份额。其创新的高峰发生在2006年推出融合5-bladed剃须刀。今天,创新剃须刀和刀片被缺乏新技术和增加消费者不愿支付的“最新和最全”剃须技术。吉列必须决定如何把剃刀战争背后,维持或增加其全球剃须刀市场的份额。

Themes: Product leadership, product innovation, pricing strategy, integrated marketing communication, segmentation, competition, sports marketing, global marketing, strategic focus
主题:产品领导、产品创新、定价策略,整合营销沟通、分割、竞争、体育营销、全球营销、战略重点。

Since its inception in 1901, Gillette has always prided itself on providing the best shaving care products for men and women. In fact, the company was so visionary that it didn’t have any serious competition until 1962, when Wilkinson Sword introduced its stainless steel blade. Since that time, the Wilkinson Sword-Schick Company has evolved into Gillette’s primary competitor. Through the years, Gillette has strived to stay on the cutting edge of shaving technology in a market that thrives on innovation. This focus led to a game of one-up smashup with Schick as each company introduced 3-bladed (Gillette’s Mach3), 4-bladed (Schick’s Quattro), and 5-bladed (Gillette’s Fusion) razors in rapid succession. Now, under the ownership and guidance of Procter & Gamble, Gillette faces a saturated U.S. market that fluctuates only when newer, more innovative products are introduced. However,…...

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