[국제마케팅_영문리포트] Gillette 브랜드 케이스 스터디
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
목차1 EXECUTIVE SUMMARY 3
2 SITUATION ANALYSIS 3
2.1 Competition 4
3 FACTORS DETERMINING DEMAND FOR SHAVING PRODUCTS IN INDONESIA 4
4I NCREASING THE RATES OF ADOPTION AND USAGE 5
5 BENEFITS FROM FIRST MOVERS ADVANTAGES 6
6 PRIMARY DEMAND CONSUMPTION EQUATION 6
7 EMPHASIS AND ALLOCATION OF 1996 MARKETING PLAN BUDGET 7
8 RECOMMENDATION 8
8.1 Additional Recommendations for Advertising and Promotional campaigns 8
8.2 Recommendations for financing and distribution systems 8
8.2.1 Financial Analysis 8
8.2.2 Distribution & Financing system of Gillette 9
9 What does Malaysia represent to Gillette's plans for Indonesia? 9
10 CONCLUSION 10
11 APPENDICES 11
12 REFERENCE 13
Gillette entered Indonesia as a joint venture with a local company in 1971. Soon after their arrival a highly automated plant was built, requiring just 68 full-time employees, and an additional 75 “casual workers” on one to two year contracts. Over the next 24 years, the company experienced massive growth and managed to achieve an incredible 97% brand awareness. Moreover, Gilette is the absolute leader in the premium price segment with a 90% market share. These and other strengths can be found in appendix 1. Numbers are expected to rise due to improvements in the distribution system, along with the increasing income levels which may prompt consumers to switch to the more expensive and higher quality Gillette brand.
In spite of these high numbers, Gillette still had to focus on educating consumers on shaving, and introducing the concept of shaving with their more basic products. This is mainly because, according to the case, few consumers were “sophisticated and wealthy” enough to understand or show interest in Gillette’s premium shaving systems.
참고 자료Country-facts.findthedata.org. 2013. Malaysia vs Indonesia in World Country Facts. [online] Available at: http://country-facts.findthedata.org/compare/81-170/Malaysia-vs-Indonesia [Accessed: 19 Nov 2013].
Indexmundi.com. 2013. Malaysia Population - Demographics. [online] Available at: http://www.indexmundi.com/malaysia/population.html [Accessed: 19 Nov 2013].
She-conomy. 2013. MARKETING TO WOMEN QUICK FACTS. [online] Available at: http://www.she-conomy.com/report/marketing-to-women-quick-facts [Accessed: 19 Nov 2013].