Marketing report for Gillette Singapore

Executive Summary

This report sets out by analyzing one of Gillette(S)'s successful launched product series, the non-disposable shaver - Mach3 series. For convenience, word "Mach3" is used, in this report, to represent the Mach3 series.

Mach3's competitive positioning in the local male shaving market is analyzed. Throughout the report, opinions - such as comments and recommendations, were made based on analysis performed.

Detailed analysis on Gillette's current marketing situation was done through using the EPISTLE for Macro analysis and Michael Porter's Five Forces for Micro analysis. SWOT analysis was used for possible growth. It was found that Gillette's strength lies in its strong brand equity that is capable of catering to all market segments. Her main competitor is identified to be the brand Schick.

A market research revealed that the Mach3 controls about 54% within the Singapore market. Surveys done had shown that consumers are more receptive to Gillette's products than her competitors as she tends to have better grasp of their consumer's mind and needs. This understanding attributed to Gillette's formulation for suitable marketing strategies.

The key success factor was seen to come from Gillette's Strategic Pathway.

From analysis, the recommended target segments to emphasize upon should be: First time shavers, Appearance orientated shavers and, No fuss shavers.

Using the Ansoff Matrix, it was seen that Gillette's growth strategy lies on her Product Development. This strategy could be reinforced using the TOWS Matrix that is capable of charting future competitive strategies.

The report concludes Gillette should continue on expanding her business locally. Gillette needs to avoid cannibalism and starts consolidating its razor products, since other Gillette series are shrinking. It is also recommended that Gillette should expand her business locally through gaining the competitor's 14% market.

Table Of Contents                                                                        Page

1.0         Introduction ...