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. This case study looks at how Gillette innovated by tailoring advertising and inventing a new product development process to reflect local shaving habits.
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Consult more than documents with no limitation. The high growth of Indonesian GDP, the rising incomes and increased consumer awareness enhanced Gillette's performance in the country. In , Gillette enjoys a leadership on the blade market in Indonesia. These brands are mostly bought by a rural and low-income population. They represent only 5 million units sold in , but was expected to double by
The quality of a blade will also play a role. If the quality of a blade is not good, it will dull out quickly. This can generate demand for higher end blades, which is where Gillette can capitalize on generating demand for their blades. Another factor is what appears in the media.
Gillette has convinced the world that more is better. How did they do it? Gillette is successful because the focus on the one thing they know and that is men. They understand what men need for their grooming needs, and their products are sold all over the world P Kotler,