In the initial days, if one dates back to the history of the safety razor, it is to be noted that it was not until 1901, that the American Safety Razor was founded by King C. Gillette. However, since 1971 the brand is owned by the international group of Procter & Gamble. Currently the internationally well known and targeted ?Gillette' has been developing and creating a position for its self since a considerable time. The truth still states that the evolution began with a simple razor for men. Then, the brand innovated shaving and beauty products and finally it diversified into womens' grooming products. Currently, Gillette is the world leader in the mens' grooming product category and in some womens' grooming products. Besides this split in the diversification of product or a product mix, a notable factor is that more than half of the profits of Gillette are derived from shaving equipments. However, Gillette has attained a significant position in the top spot market at the worldwide level. This position is predominant especially in the alkaline batteries (Duracell), writing instruments (Paper Mate, Parker, and Waterman brands), correction products (Liquid Paper), other oral care products and toothbrushes (Oral-B) and so on. Nowadays, Gillette as a company is spread across 27 countries, and its products are sold in more than 200 countries, with more than 60 percent outside the United States. In this study, we will reflect on a product launched in 2008 by Gillette. The product is a razor known as ?Gillette Power Fusion Phenom.'
[...] - Concerning the objectives of market share of our razor Gillette Phenom I think that we can pilot a market share around 12 to of the segment of safety razors to exchangeable blades. At present, the Wilkinson Quattro razor (the most direct competitor, it seems to me) represents on behalf of market) so Phenom could take 1 or and then fusion razors and mach 3 could see a part of their consumer base turn to the Phenom. - This razor is going to replace electric razors because its cost seems less (if blades to be changed aren't taken into account). [...]
[...] Definition of the target group and the best positioning for our marketing strategy The Gillette Fusion Phenom aims to target the consumer segment of the market through the retail industry. The product´s strategic target market is primarily men aged between 18 and 34. Gillette has been known to use sports competitions in its marketing campaigns, including endorsements by athletes such as Tiger Woods. Gillette reaches its customer segment through a variety of retail venues such as supermarkets, pharmacies, and stores. [...]
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