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Gillette: Maintaining Dominance in the Global Razor Market - Assignment Example

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The success of Gillette in the razor market has continued over the years. After continuing with the dominance in the market for several years the market of Gillette started taking a dip as Wilkinson Sword Schick emerged. …
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Gillette: Maintaining Dominance in the Global Razor Market
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"Gillette: Maintaining Dominance in the Global Razor Market"

Download file to see previous pages In the context of the competition form Schick, Gillette introduced Mach 3 and in the response to Mach 3, Schick introduced the Quattro. However Gillette filed a lawsuit against Schick with the allegation that, Schick has used the same technology in the production of Quattro, which has been used by Gillette in the production of mach 3. The legal battle between the two organizations was further enhanced as Schick also filed a lawsuit against Gillette in protest to the tagline used by them in their advertising campaign. However the court allowed both the organizations to carry on with the products and advertisement. However the recent trend shows that Gillette has stopped innovation in the product of wet shaving market and they should launch new product in the section to continue with their dominance. Effective marketing skills are also to be undertaken by the organization for the effective promotion of their products in various parts of the world by associating them with major event taking place in various parts of the world along with engaging the brand name of the organization with major fashion events. Introduction: The global razor market has been one of the largest markets which many organizations have tried to exploit. One of the dominant and the key players in this segment of the industry has been Gillette. The vastness of the organization can be recognized from the fact that the organization maintains more than 64 manufacturing units in 27 countries and the products have become popular in more than 200 countries. And the most significant fact of Gillette is that a larger part of the sales outside the United States of America. Gillette has been the oldest of the organization dealing with razors and various shaving accessories starting its operation in the year 19.4 and in the first year itself it managed mammoth sales. The success of Gillette can be determined by the fact that it has reigned in the market for almost three decades virtually without any competition. One of the successful strategies of Gillette over the years has been the constant up-gradation of the products by their innovation from the research and development team. However towards the middle of 1962, competition emerged in the market and new products in the razor section was introduced along with products in different segments. The paper tries to investigate the strategies which Gillette had undertaken over the years which have been one of the prime causes for the success of the organization. The legal battle of Gillette and Schick has also been taken into account and an analysis of the case has been made. The present situation of Gillette has also been taken into consideration and recommendation has been made to improve the marketing strategy of the organization along with an increased focus on the innovation of the products. Various operational strategies are also been recommended to Gillette so that it can maintain the dominance in the global market over couple of years. The threat from competitors like Schick has also been considered in the recommendation of the strategies. The figure below describes the SWOT analysis of Gillette: Strengths Innovation Flexible marketing strategy Strong Brand Value Weakness Less number of automatic products Lesser number of products for female ...Download file to see next pagesRead More
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At first, I thought 11 of pages is too much for such a topic. But now I see it could not be done better. As the author starts you see the complexity of the question. I’ve read all at once. Great paper
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