1. How is the Gillette Series being positioned with respect to (a) competitors, (b) the target market, (c) the product class, (d) price and quality? What other positioning possibilities are there? a. The Gillette Series is positioned as premium to the competition. b. Using the slogan, “The Best a Man can Get" appeals to the target market not because it is the most convenient or the most price effective, but because of the value that is added to products by building on the popularity of sensor. c. The Gillette Series is positioned as differentiated due to functional attributes through innovation to the product class. . These products are priced at a premium at an index of 10 to 20 percent higher than competition. Many other positioning possibilities are available for Gillette. This brand can position the myriad of products it has separately, or treat itself as a master Brand. The positioning should be the same as the other series of men’s grooming products if Gillette positions itself as one Brand. However, if it breaks the brand into classes, then there will be a shaving line, a deodorant line, an aftershave line. 2. Is Gillette making the best use of the brand equity that has been created with Sensor?
Sensor has been a huge success for Gillette. It makes sense to use the energy of that to tie into the other products offered. The tagline of “The best a man can get,” is a solid platform for this brand. Since the equity was established for the slogan used and not just Sensor, Gillette is making good use of the equity, since the Sensor is viewed as a product from Gillette, and one that works very well according to consumer response. 3 What strategies do you propose to Gillette? Address the entire marketing mix.
Conceivably, a staggered approach may work better for Gillette. Releasing the products at different times as opposed to all at one time would give consumers time to build a prevailing purpose to have faith in a product. The equity of sensor may be diluted with too many different products. I would suggest to first scale not only consumer reaction to product quality, but to gauge consumer understanding of the brand. If the Brand is best known for a smooth comfortable shaving razor, then it would be wise to stagger other products based on customer review.
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