Gillette Marketing Strategy in Indonesia
Added on 2020-05-28
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Running Head: Strategic Marketing PlanStrategic marketing planGillette case study
Strategic Marketing Plan1ContentsIntroduction.................................................................................................................................................1Strategic Analysis.........................................................................................................................................1Business definition and scope.....................................................................................................................1Market definition.....................................................................................................................................1Product definition....................................................................................................................................2Competitors.............................................................................................................................................2External environment..................................................................................................................................3Economic forces......................................................................................................................................3Sociocultural forces.................................................................................................................................3Political-legal forces.................................................................................................................................4Technological forces................................................................................................................................4Natural environment forces....................................................................................................................5Conclusion...................................................................................................................................................5
Strategic Marketing Plan2IntroductionGillette is a leading personal care products brand owned by Procter and Gamble (P&G). The firm is basedout of Boston, Massachusetts, United states. Gillette has introduced other brands into the market like Braun, Oral B and Venus. The company is well known for its massive dominance in blades and razors. This case throws light on Gillette’s entry and then marketing strategies adopted by the company in Indonesia. The brand’s entry in the country commenced in 1971 by having a major stake in a joint venture. Chester Allan is the country manager who is leading the brand by the front and putting efforts in increasing brand awareness in the country. This report consists of a detailed analysis of the macro environment of Gillette in Indonesia elaborated in the case study. A strategic marketing plan helps marketers plan for the future in the most efficient manner (Baker, 2014).Strategic AnalysisThe two key focuses of the brand at this moment are continuous activity to introduce new products and entry into new markets. Between 1990 and 1995, sales of the brand have increased 9%, the net income has shown an appreciation by 17% and the earnings per share have enhanced to 18%. The aim of the business is to increase awareness about Gillette brands and also bring about a significant change in the culture and encourage people to adopt and enhance their shaving needs. While making the marketing plan for the year 1996, it is also crucial that Chester Allan dedicates efforts to understand the local needsand differences between the different areas of the country. Because understanding consumer behavior is the beginning of a marketing success (Solomon, 2014)Business definition and scopeThe idea while expanding the business is to ‘Think Global and Act local’. The mission of the brand is to offer the best line of personal care products and create a brand name that is well known and respected across the globe.
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