Business Report - Gillette Australia's Current Marketing Strategies.

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Gillette Australia

Business Report – Gillette Australia’s Current Marketing Strategies.

Report To: Swedish Razors. Inc

From: XXXXX

Topic: Gillette’s marketing strategy for its new product – Mach 3 Turbo.

Executive Summary:

        This report is to be delivered to the board of directors of Swedish Razors .Inc about Gillette’s marketing strategies after a 6 week professional exchange to Gillette Australia

Gillette Australia: (a brief overview)

  • Has been operating since 1980
  • Has had 40% of market share since its first product – the Gillette ‘Contour’ was launched in 1980
  • Employs 400 people in manufacturing and 320 in management

The Product:

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        Gillette is about to release a new razor called the ‘Mach 3 Turbo’ to replace the existing ‘Mach 3’ (released 1999). The new product has:

  • ‘New blade Technology’ – with 3 blades (same as 1999 model)
  • The ability to shave against the grain
  • New lubrication strip
  • A new 15% higher premium price.

The 15% higher price is so the market thinks it is a premium product the mentality they are trying to invoke is the higher the price, the higher the quality. The replacement cartridges also carry a higher price; a pack of 8 replacement blades was $19.99 ...

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