Gillette Fusion Essay

Recom manpowerdationIn order to increase total sales and put Gillette Fusion on track to be a $1 billion business in the next few years, Gillette Fusion should launch a new advert campaign and reduce cartridge clip share prices by 20% with the installation of a onetime coupon. ExplanationThe medias reaction to the blockbuster advertizing campaign high schoollights many of the campaigns flaws. The campaign focused on the increase features rather than its benefits. Due to the ads product focus, Gillette get goinged to devolve why the additional blades and elastomer handle coating improved the quality of consumers s seduce. The proposed advertising campaign would address these flaws and focus on the customer experience.In order to educate consumers, Gillette should employ a mass media campaign standardised to Pepsis Pepsi Challenge. This campaign go out include blindfolded individuals testing and compare the Gillette Fusion with several other shaves, and leave alone be ho sted by a celebrity who shares similar brand qualities as the Fusion.The celebrity pass on be young, sleek and innovative, like Ashton Kutcher or Dwayne Wade. TV Advertisement The television advertizements will include a short introduction by the celebrity and clips of customers who have taken the scrap describing why the Gillette Fusion is superior to its competitors. It should be have during male-focused programing, like sporting events and adult comedies. Print Advertisement The print ad will feature a picture of the celebrity next to the razor and several quotes from individuals who have taken the challenge.It should be have in mens style magazines (GQ), music magazines (Rolling Stone) and sports magazines (ESPN, Sports Illustrated). Radio Advertisement The radio advertisement will begin with an introduction by the celebrity describing why he prefers the Gillette Fusion and then transition to reviews by those who have taken the challenge ( i.e. The Gillette Fusion is incredi ble because If you dont believe me, hear what multitude who have taken the challenge have to say for themselves ). It should be featured during adult talk shows (Howard Stern Show) and sports programming. In order to encourage users to bargain for the product, Gillette should offer a 20% drop on cartridges with the introduction of a one time coupon.Because 64% of men look at the price of the cartridge beforepurchasing the corresponding razor, introducing a 20% discount with a onetime coupon will encourage those consumers labor of the high cartridge prices to purchase the razor. Once purchasing and using the razor, it is likely that the consumer will nonice a significant difference in the quality of shave, and be willing to pay a higher price for the superior product. This is support by the fact that of the 9,000 men who tested the new razor, Fusion was like 2 to 1 over the competition.For the few who would usually not be willing to pay the higher price for the cartridges, they will likely glide by to purchase the cartridges because of the switching costs associated with purchasing a new razor. The coupon should be displayed at points of purchase and in direct mail outs. The precedent can be achieved by providing collaborators with display allowance. Alternative StrategiesUnlike the proposed strategy, individually of the alternative strategies fails to simultaneously communicate the effectiveness of the product and encourage customers weary of the price to purchase the product. Lowering the retail price of the razor This will not encourage customers to purchase the product because (a) 64% of consumers look at the cartridge price before purchasing a razor and (b) a razor is a one-time cost to consumers, with a less elasticity of take aim than cartridges.Also, without a new advertising campaign, they also will continue not to understand why the product is superior, and more expensive, than its competitors. Reducing cartridge package prices by changing cartridge package size. Reducing the current iv cartridge package with three cartridge packages is only effective if consumers fail to register the difference in package size because the price per cartridge will actually increase. Moreover, this strategy fails to educate consumers on why the product is superior, and more expensive, than its competitors.