TABLE OF CONTENTS
1 EXECUTIVE SUMMARY 3 -4
2 SITUATIONAL ANALYSIS 5
2.1 PESTE ANALYSIS 5
2.2 SWOT ANALYSIS 6 -7
3 MARKET SEGMENT 8
4 ALTERNATIVE MARKETING STRATEGIES 9
4.1 MASS MARKETING 9
4.2 DIFFERENTIATED MARKETING 9
5 SELECTED MARKETING STRATEGY 9
5.1 PRICING STRATEGY 11
5.2 PROMOTION 12 -14
5.3 PLACE 14 - 15
5.4 PRODUCT 15
6 TIMELINE OF ACTION DEVELOPMENT ¿ù»~! ©|¥¼©w¸q®ÑÅÒ¡C -17
7 CONCLUSION 17 -18
8 BIBLIOGRAPHY 19
1 EXECUTIVE SUMMARY
After the acquisition of P&G and Gillette in Oct 2005, Gillette GBU (Global Business Unit) had become one of the billion dollar brand under the P&G Personal & Beauty category. Together, they can offer many new benefits and solutions for clients all over the world. Now, more than ever before, consumers have a greater range of innovative products to choose from.
Fusion Power is the latest razor developed by Gillette in 2005. It has been designed with a feature of manual or battery power, on the front ¡V 5 blade shaving surface technology and the back ¡V 1 precision trimmer blade. The most advanced laser wel ...