What actions would you recommend over the next five years that could help Gillette maintain its worldwide dominance in the shaving market? What specific marketing program decisions would you recommend? Should Gillette be worried about its pricing strategy? Explain?

Answer:

• Gillette should continue on their advertisement strategies and should make their marketing and advertisement strategies more attractive.
• They should concnetrate on product development that would help them overcome the competetion from other emerging brands. They can have an additional offer scheme or attarctive packaging etc... during the phase of competition from other brands.
• Gillette can come up with exclusive products for women shaving purposes and highlight on with them with attractive and informative advertisements. They can take advantage of the recent research that states that shaving doesnt harm skin as much as women fear and it has the same effects like waxing or any laser session over a period of time. There should be educational campaign on these.
• They should maintain their limelight by entering into more CSR activities and can outsource college students for this purpose in order to cut costs on these.
• They can have more presence on social media specially on facebook youtube and twitter with the help of student internships
• They can acquire an emerging competitor.

Marketing programs:

• They can upload great videos and start a campaign involving millions of people.
• They can have men/women self blogs and e magazines with intersting content and interesting adventures.
• They can put aside a budget of atleast $10000 dollars and give 2 free movie tickets to the first 10 gilette product buyers from an exclusive chain stores to attract traction.
• On road flashmobs
• They can partner with luxury bike rental services and pick the one man a month lottery and give the finalist a 24 hour free luxury bike ride. In order to promote the hot man image with the gillete user.

Pricing strategy:

Gillette need not worry about its pricing strategy. They are reasonably priced and its good for their company. People are accustomed to the prices now and comfortable. Over pricing may result in customers choosing other alternatives. Though most of the people prefer brands there is more population of middle class than the upper classes hence its important to keep them in mind. Under pricing on the other hand will psychologically effect the minds of the customers in finding wrong with the products. A best way to underprice a product to attract traction and customer is to have a season sale or offer scheme where the price can drop down for a particular period . Many customers get attracted with this because offers are something that bring more traction.