This understanding helped it innovate through developing new products and creative communication ways to attract and engage Indian consumers.
Gillette case study consumer behaviour
And the big one: do women prefer clean-shaven men? The answer was easily available with the average Indian consumer. This was followed soon after in by the first twin bladed disposable razor and in the revolutionary pivot headed razor, Contour, was released. Comfort coated blades have been enhanced with two new coating layers ensuring a more comfortable glide, and for the first time Venus Divine features a Lubrastrip before the blades, to prepare the skin and soften the hair. Indian men do not consider shaving a significant enough activity to justify such a premium. To brand a product this way is to create ascendant product brands — product brands that rise above their base function and fulfill something deeper. Gillette made several changes to Gillette Guard from the traditional razor systems produced in the developed world.
Easy-rinse cartridges help customers save water and ensure the blades are clean, even if running water is not available. For years, marketing brains wondered why Indian men stubbornly refused to ditch the humble double-edged blade for the convenience of a system razor.
Gillette understood that Indian consumers' needs, culture and attitude towards shaving were radically different from those of Western consumers. Gillette Series also provides shave gel and foam to enhance razor performance, along with after-shave cooling gel, after-shave balm and splash, anti-perspirants, deodorants and shower gels. Overseas operations commenced in , with a manufacturing plant just outside Paris and a sales office in London. Gillette provides a fully integrated grooming solution for men with the shaving range extending from entry level disposables such as BlueII the basic twin blade razor, right through to Gillette's most advanced technology - Mach3Turbo. You look, they smile. Given the low barriers to entry in the razor business, there are some doubts about how Gillette will sustain its competitive advantage. This product combined pioneering innovation and proven technology to offer a far superior shave, significantly out-performing even SensorExcel for Women by a 3-to-1 margin.
Instead it chose to evoke social norms: David Faro, Associate Professor of Marketing, London Business School 'Using social norms or evoking social issues is a risky business' How do you make a nation change its shaving habits?
This was followed soon after in by the first twin bladed disposable razor and in the revolutionary pivot headed razor, Contour, was released. You win, they go home.
Features such as easy-rinse cartridges and lightweight, ribbed handles were designed. In the UK, more than 1.
Gillette advertisement analysis
This case study looks at how Gillette innovated by tailoring advertising and inventing a new product development process to reflect local shaving habits. Today, the company continues to be at the forefront of new innovation with set to see the male shaving category expand into a whole new segment - power wet shaving - with the launch of the M3Power razor. This product combined pioneering innovation and proven technology to offer a far superior shave, significantly out-performing even SensorExcel for Women by a 3-to-1 margin. Although Gillette entered the Indian market in and launched its newest triple-blade system, Mach3 in , sales were flat for a long time. After failing to gain significant market share in India by selling its lower and mid-tier American razors in different packaging, Gillette adopted a different approach. However, there are some aspects of the strategy that appear to be controversial. Other companies can learn from Gillette's case in India.
Gillette Guard is a much simpler design with fewer parts to assemble during the manufacturing process. Historically, Gillette has used sport as a major promotional vehicle and embarked on its first sponsorship deal with a radio broadcast of the US World Series back in Story Sharp focus This case study looks at how Gillette innovated by tailoring advertising and inventing a new product development process to reflect local shaving habits.
And the big one: do women prefer clean-shaven men? The premise is that the three progressively aligned blades allow you to shave close, closer, closest, with the Advanced Indicator Lubricating strip, fading away to indicate less than optimal performance.
Gillette Guard's single-blade system does not follow the trend of increasing the number of blades in a razor made for developed countries.
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