Gillette: MicroTrac Razors
Submitted by Dr Mukund Kamath
Background Issues
De-growing and plateau sales of Trac and Atra range of blades that were earlier bestsellers which contributed to the bottom-line Increasing sales of disposable blades range that contributed insignificantly to the bottom line in comparison to the regular blades. Growing threat from Shickand BIC that were continually introducing technologically advanced disposable blade systems with brand POD features
Leverages
Gillette’s equity as a brand known/identified with personal grooming and as an innovator
Customer preference for Trac range owing to some features of pivotal head for a closer shave
Building customer preference for Atra/plus range
My Opinion
Aggressively promote the Atra plus range and the MicroTrac range {draw:frame} {draw:frame}
Create a distinct identity for the two separate range based on demographics and needs of the target population as shown in chart above.
Create a clearly marked POD between Atra plus and springwell range prior to launch.
Sprinwell could be marketed for individuals with a “face cut that models have” which is typically contoured with sharper edges, jawl ...