Marketing Strategy Study: Gillette: Consumer Behavior

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cade studyCase Study: Gillette – Consumer Behaviour 1. How is the Gillette Series being positioned with respect to (a) competitors, (b) the target market, (c) the product class, (d) price and quality? What other positioning possibilities are there? 1a. Compared to their competitors The Gillette series is positioned on a higher scale, the product seems to be more efficient and is also charged at a higher price. 1b. Gillette’s target market would be men, we know this because most men are looking for a close shave and they are the ones who can determine good razors from the bad. Even though the Sensor costs a little more, it seems to be the most affective and convenient razor in its class. 1c. The Gillette Series is positioned almost perfectly…show more content…
What strategies do you propose to Gillette? Address the entire marketing mix. A new strategy could be an option for Gillette when it comes to entering the market with a new product. When trying to market a new line of toiletries, a marketing strategy must come into place. A marketing strategy consists of the 4 P’s: product, promotion, place, and price. Product: Gillette has stated they would like to become competitive in the toiletries market, therefore their new 14 toiletries is their product. They recently stated that they mostly stick with the “Cool Wave” scent. With scent being one of the most important aspects to these types of products, Gillette could keep their toiletries and sell them in different scents, giving their customers a variety to choose from. Place: The new toiletries line would have to be placed a sold a various locations, the number one place would be anywhere they will the Sensor razor, see as they are trying to closely relate these new products to their number one selling razor. Price: The first try at selling these toiletries, they were sold for $ 2.69 each, which was 10-20% higher than their competitors. Gillette thinking that having “the best” razor and being able to sell that product 10-20% higher, that they could do the same with this line extension. Usually the idea of paying more for the same product as your competitors seems silly. So starting off Gillette should closely compete with their competitor’s

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