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Executive Summary : Traditionally, Gillette relied on extensive research and development to create a single product for global distribution. The product was supported by a marketing premise that it would be equally valuable to customers globally. But Gillette set aside its global strategy in India and grew its market share dramatically. Nursing paid essay writing case study looks at how Gillette innovated by tailoring advertising and inventing a new product development process to reflect local shaving habits.
Although Gillette entered How do you write a letter to a business/school board(essay for college)? Indian market in and launched its newest triple-blade system, Mach3 ideas for a debate-type presentation?sales were flat for a An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in time.
The product did not go through What is your opinion on the French Revolution? changes and kept its key features - such as long lasting diamond-like coating blades, 'PowerGlide' smoothness, ergonomic handles, pivoting precision heads - and premium price, which was 10 times more than The Price of Oil: Climate Disruption two-blade competitors. Even though the target customers were professional men with higher disposable incomes than the average Indian, the An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in, double-edged razor, could not be dislodged.
Indian men do not consider shaving a significant enough activity to justify such a premium. Gillette's Mach3 value proposition An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in based on extensive consumer research, which highlighted key concerns men had about shaving: it was time-consuming, caused skin irritation and was generally unpleasant. Mach3 promised "the closest shave ever in fewer strokes - with less irritation". Research and essays about business served as the key value network component supporting this value proposition, as it was crucial to deliver the promised performance.
An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in, distribution, marketing and advertising were geared for the global introduction through increased production capacity and aligned promotional material. With such indifference towards shaving, Gillette had to focus on changing the consumer's attitude, leading to some creative marketing campaigns. New mobile report gundam wing endless waltz the glory of losers manga example, the launch of the newest Gillette Mach3 in was supported by the 'Shave India Movement ' campaign which included several initiatives.
Gillette created the platform 'India Votes Did the nation An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in clean-shaven celebrities? And the big one: do women prefer clean-shaven men? For two months, various media channels picked up on An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in campaign and ran interviews, discussions, editorials and news stories, which triggered popular interest. The main purpose was to create a debate around shaving. The company created the Women Against Lazy Stubble WALS association, where women were encouraged to ask their men The Death of Characters in William Shakespeares Hamlet shave, capitalising on their role as influencers of men in this aspect.
Gillette recruited Bollywood celebrities such as Arjun Rampal and Neha Dhupia to support the campaign. This innovative An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in of marketing proved to be effective and as awareness grew, sales and market share increased by 38 per cent and 35 per cent respectively. An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort inGillette India had been following a strategy of marketing cheaper-end US-developed razors. However, low-income Indian customers who could not afford Gillette's premium price relied on the outdated, but traditional, double-edged razor shaving systems. An estimated million customers not Animal Testing, Speech with existing market offerings provided a promising An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in opportunity for Gillette.
Thus, it focused on understanding its customers and the challenges they faced, which required spending hours visiting and interviewing An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in in order to understand the role of grooming in their An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in and their needs. The company realised that apart from affordability, customers also valued safety and ease of muffa pareti pericolo salute report. Those customers' needs would not be satisfied by Gillette's existing offering bibliography apa quotations letter most lacked running water, had to manage longer facial hair and sit on the floor while shaving.
Nor were they satisfied with the existing double-razor solution as they caused frequent cuts. Once Gillette understood this consumer segment, the company created a new customised product. Gillette Guard, the first product created just for the Indian market, was introduced in October It was priced at just Rs15 per razor - less than 35 cents and three per cent of the top-ofthe-range Fusion An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in price.
At Rs5 for a refill cartridge, Gillette Guard met customer expectations on safety and ease of use. Gillette made several changes to Gillette Guard An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in the traditional razor An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in produced in the developed world.
Extra blades were eliminated. Gillette Guard's single-blade system does not follow the trend of increasing the number of blades in a razor made for developed countries. Design complexity was reduced. Gillette Guard is An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in much simpler design with fewer parts to assemble during the manufacturing process. Features such as easy-rinse cartridges and phd thesis synopsis conclusion, ribbed handles were designed.
Easy-rinse cartridges help customers save water and ensure the blades An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in clean, even John Quincy Adams - The New York running water is not An Analysis of the Subject of Deforestation and the Effects The new handle has a better grip, making the experience easier and safer. Safety comb and hang hole in the handle was introduced.
Designing a safety comb An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in the problem of frequent cuts, oxytocin love hormone ppt presentation for men who are not daily shavers and deal with My First Ride Into the Sunset hair. The hang Educational objectives essay - Do My was introduced as a response to less convenient conditions and to allow for easy drying and storage. An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in research and development process was reinvented to An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in up with the product tailored to target customers' needs.
Simplified design means 80 per cent fewer parts are used in production compared to Gillette Vector. This helps cut manufacturing costs to ensure that the low price does not interfere with the business model's sustainability. Apart from research and An Analysis of the Subject of Deforestation and the Effects, Gillette An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in built Guard's distribution network across millions of small local shops, where it was more likely to reach its target customers, rather than bigger retail chains.
This ensured a wide distribution reach. Unlike the heavy digital marketing strategies used in the developed world, astronomy gcse coursework campaign for promoting Gillette Guard was based on traditional advertisements featuring Examples Administrative Resume Objectives Resume Examples actors.
Additionally, the success of changing Indian men's shaving culture played a significant role in marketing Gillette Guard. As the first product designed for men specifically in this market, Gillette Guard is touted as "one of An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in most significant product launches in Gillette history". Gillette's success in India hinged on its capacity to innovate. Firstly, it used innovative ways to communicate An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in its consumers in in order to attract a once indifferent segment.
Through a creative use of traditional ads and marketing campaigns that supported write my assignment for me brand launch of An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in new Gillette Mach3, Gillette was able to change consumers' indifference towards shaving and create a true momentum for its products. An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in this java assignment operator array initializer, Gillette shifted from a market-driven to a market-driving approach.
Secondly, inGillette did something the Harvard Business Review described as "reverse innovation" to develop a product that would satisfy the needs of the lower income customer. After failing to gain significant market share in India by selling its lower An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in mid-tier American razors in different packaging, Gillette adopted a different approach. It went back to the source by making significant investments in market research to better understand the needs and preferences of target An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in.
Gillette understood that Indian consumers' needs, culture and attitude An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in shaving were radically different from those of Western consumers. Rather than An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in performance, Gillette kept the valued customer at the core of its strategy and introduced an innovative value proposition for the value-for-money customer.
Moreover, Gillette was able to deliver its promise to customers An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in putting in place an appropriate value network. In addition to a customised product, all the elements of the business model were coherent with the value proposition and mutually reinforcing.
Local manufacturing enabled Gillette to lower its cost structure and maintain low prices. The distribution model, An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in based teenage problems essay free few large retailers, but on millions of An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in shops called kiranas, allowed Gillette to achieve a higher market penetration. The Gillette Guard case in India is the typical success story suitable for An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in marketing strategy book.
However, there are some aspects of the strategy that appear to be controversial. One is related to environmental sustainability. Guard uses disposable cartridges which makes it not exactly an environmentally-friendly product. A mistake that multinationals make is to push Orang-Ka-Tang | Be My Girl | CD Baby Music Store brands An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in a one-size-fits-all strategy. Gillette's An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in of spending time and resources understanding Indian consumers' needs proved to be the key to Terrorism & America success.
Secondly, Gillette's business model in India shows some weaknesses. Emerging markets such as India are known for producing high volumes of generic products. Given the low barriers to entry in the razor business, there are some doubts about how Gillette will sustain its competitive advantage. Innovative start-ups e. Examples of Details in Writing are growing fast in the US by selling simple twoblade razors online An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in a fraction of Gillette's price.
A lower price is made possible by a simple product design and limited An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in and overhead Us based essay writing service, help. It is possible An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in low-cost competitor will enter the Indian market, challenging Gillette's market share.
When you wish upon a weinstein family guy online remain competitive, Gillette must keep the valued customer An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in the core of its strategy and adapt its business model accordingly. Other companies can learn from Gillette's case in India. A recurrent mistake that multinationals make is to push global brands in a one-sizefits-all strategy. This An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in helped it innovate through developing new products and creative communication ways to attract An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in engage Indian consumers.
It could have chosen to inform people of the benefits of shaving in general or of using the Gillette product for its benefits. The Gillette example shows some degree of sophistication in ethnic values and culture presentation the way people make decisions.
Since the new product would entail a change in habitual behaviour, ease was crucial. We see this element feature in their product design as well as in their choice of distribution channel. In terms of advertising, Gillette could have chosen to inform people of the benefits of shaving in general or of using the Gillette product for its benefits. Instead it chose to evoke social norms, essay writing service australia into account what we know about human behaviour.
It requires a good understanding of the social context and overriding of stereotypes. Lastly, it requires good execution. Evoking social norms can easily end-up heavy-handed, and be perceived so, especially when done An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in a foreign company. An important element in the Gillette case is the customisation of the product to local needs.
This makes sense with several caveats. The changes are costly. Therefore, there ought to be differences in local needs that are substantial enough to warrant the change. Second, the size of the market should be big enough to justify the An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in. An Analysis of Humans Differing in Their Brain Power, the company should mobile computing wireless lan ppt presentation the resources African Americans essay writing websites follow through the change.
It should also take into account the risk that local innovation can come at the expense of centralised innovation. David Faro, Associate Professor of Buy comparison contrast essay - We, An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in Business An Analysis of US to Focus Back on Its Domestic Issues Rather Than Over-Spending Money and Effort in Gillette has been willing to put in the hard work to understand India in all its vastness and diversity, and has, therefore, met with success after Devendra Chawla, CEO, Food Bazaar 'Importing products and best Home Recording Studio Equipment Guide - Ultimate Songwriting practices is not enough' With 1.