An interesting marketing strategy executed to promote Gillette Fusion was a combination of mass & targeted campaigns. To pre-empt competition & increase profits, in 2005, Gillette, under P&G, launched Fusion, the world’s first 5-blade razor with the promise of an even better shaving experience, priced at a 40% price premium over Mach 3. In fact, it grew at four times the pace of its predecessor. Mach 3 became the highest-selling razor and blade in just six months of launch in Europe & North America, quickly becoming the first billion-dollar razor & blade brand in the world. And the results exceeded everyone’s expectations. Mach 3 was launched with a price 35% higher than the Sensor Excel model. Gillette followed value-based pricing for all its variants. This ensured that the fourth pillar of the marketing mix was taken care of – distribution.įor a disruptive consumer product with a great marketing engine, pricing becomes a critical leg of the marketing mix. Trade was incentivized handsomely for stocking up & displaying in-store banners. Hence, Mach 3 was born – “the closest shave ever in fewer strokes and with less irritation.” It was launched globally in a span of just one year with consistent messaging with minor local variations. Men wanted fewer strokes with minimum cuts while shaving. The key insight was that shaving was unpleasant, mundane & time-consuming. After extensive research for 2 years, Team Gillette arrived at the value proposition for Mach 3. An innovative product requires an equally strong value proposition to occupy consumer mind space.
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