Application Assignment

. How is the Gillette Series being positioned with respect to (a) competitors, (b) the tar live on market, (c) the product class, (d) footing and quality? What other positioning possibilities atomic number 18 there? a. Premium to competition b. The Best a Man can Get non the nigh appropriate or cheap at all, alone the nearly judge conduceed products, building on the popularity of sensor. c. Differentiated on functional attributes with launching d. Price premium at an power of 110 to 120. There are many other positioning possibilities for a Brand.Gillette can position the sundry(a) products it has separately, or treat Gillette as a master Brand. If Gillett is one Brand, accordingly the positioning should be the identical as for the other series of manpowers grooming products. up to now if it breaks it into categories, then there is a shave line, and then a deodorant line, and it can get into an aftershave line as tumesce, unless it wishes to keep it aligned with t he neaten category. In this scenario there can be 3 distinct positioning that Gillette can take up in the consumers minds. 2.Is Gillette devising the best use of the brand equity that has been created with Sensor? disposed that Gillett is attempting to make a name for itself and that Sensor has been its biggest success, it makes sense to use the pulsation of that to tie into the rest of its line. The tagline of the best a man can get is a solid enough vague claim to make, and own. Since the equity was open for the the best a man can get and not just Sensor, Gillette is making good use of this, since the Sensor can be seen as a product from Gillette, and one that works truly well, at least as per consumer response.Also, given that for mens grooming, shaving is tied into the process very intricately, it is a logical next step to build onwards from shaving razor blade. However, releasing so many contrasting product types into the market is not the right way to do so. 3 What stra tegies do you project to Gillette? Address the entire marketing mix. Perhaps a more(prenominal) staggered go about would work better, from releasing the gels and after shaves, and then moving onto deodorant, since you do not want to put too many different variants out there.It takes cartridge holder to build a powerful reason to believe in a product for a consumer, and diluting the equity of sensor with too many different product types would be a disaster. A better strategy would be to front gauge not just consumer reaction to product quality, but to gauge consumer understanding of the brand Gillette. If the Brand is best known for a smooth comfortable shaving razor, then it would be advisable to first build on that equity further and introduce more razors, and add in a shaving gel.Hence the products need to be staggered out. Secondly, to build on the Price, they have one premium product in the form of razors. However there is still room to build a pyramid inwardly Gillettes r azors and add in a further premium variant, as well as a discounted variant as well. The Gels and Deodorants, when they germ in should stick a similar strategy come in at a similar premium of 110-120 and then build variants surrounding it. For example the feeble Wave series can be positioned at a one hundred thirty premium to competition.A further more niche variant can come in at a 150 index, and then a more standard variant series at a 100 index as the discounted variant series. Ownership of the category in the market is exceedingly important. The worst thing to do is to not take advantage of prim Placement. Globally companies such as Procter and Gamble as well as Loreal have taken a space in the mind of the shopper through ownerships of shelves in store. It is important for Gillett series to be placed in a premium place, next to perhaps associated categories, and at eye level to most male consumers in the relevant age group.Shop shelf decoration is likewise important to an nounce the premium position. Finally, the promotional angle must not be discounted. It is the single biggest reason after the Product itself, and is the right treat for the consumers to initially think of trial. To achieve this trial, the communication must incorporate the same tagline of Gillette sensor, i. e the Best a man can get, and build on the equity that was created by Sensor. In this manner using all the tools to run further success.