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Gillete Case Study Answers

Gillette aimed to provide a closer shave with less irritation than traditional double-edged razors when entering the Indian market in March 2009. However, the Indian market was different, so Gillette launched the "Shave India Movement" in 2009 to better understand Indian shaving preferences through a vote and more affordable prices. Gillette also made their cartridges easier to rinse and use a single blade to improve safety, ease of use, and affordability for Indian consumers.

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Ronak Lakhotia
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131 views2 pages

Gillete Case Study Answers

Gillette aimed to provide a closer shave with less irritation than traditional double-edged razors when entering the Indian market in March 2009. However, the Indian market was different, so Gillette launched the "Shave India Movement" in 2009 to better understand Indian shaving preferences through a vote and more affordable prices. Gillette also made their cartridges easier to rinse and use a single blade to improve safety, ease of use, and affordability for Indian consumers.

Uploaded by

Ronak Lakhotia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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What is customers value proposition with regards to Gillette innovations and adaptations

for the Indian market?


Ans:> March 3 promised the closest shave ever with less irritation as compared to the
traditional double-edged razor. But Indian market was different. Then they started the
Shave India Movement 2009 which included Indian votes to shave or not shave.
Affordable prices with safety and ease of use. Easy rinse cartridge, single blade

2. Identify the key macro environmental forces or context as discussed in


the case let, by first classifying them under appropriate heads. Which
according to you are of significance for Gillette in the Indian market? Justify
your answer in the context of the case let.

Ans:> Macro environmental factors:


1) Average Income
2) Traditional methods of shaving
3) Lack of adequate facilities like running water
4) Traditional advertisement featuring Bollywood actors
5) Environmental Sustainability
6) Low barriers to enter into the razor business
7) Heterogeneous Indian culture and people - because Indian is comprised of people
having different cultures and traditions. There are people like Sikhs who never
shaves and then there are many followers of sadhus and saints who dont prefer
shaving. To understand the market, it is essential to understand the habits of people
from different regions and religions because the cost of developing a new product
should be justifiable by the size of the market.

3. What is the Marketing strategy (steps) Gillette has


undertaken to improve its performance in India. What are your
recommendations for marketing strategy including Product
Market Expansion

Ans:> It came up with a reverse innovation. It made significant investment in the


market research team to understand its target customers better. The distribution
medium was through millions of local kirana shops instead of big retailers to achieve
a higher market penetration.
Recommendations: they could have invested in innovating grooming products such
as beard oil, etc instead of trying to change the trend of shaving in India.

4. Describe briefly the Marketing research initiatives taken by


Gillette. What are your recommendations for collecting further
information from different sources?

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