질레트와 Schick 의 마케팅 전략 분석 리포트(A+)

목차

1. Q1. Evaluate product innovation at Gillette through its history.
1) 1st Stage: Innovation at Gillette (~1962)
2) 2nd Stage: Threat of New Competitor (1962~1975)
3) 3rd Stage: Dominance of Razor Market (1975~1980s)
4) 4th Stage: Razor War (1990~2000s)
5) 5th Stage: Recent Marketing Strategies

2. Q2. What do you make of the battle between Gillette and Schick? Is the battle of one up man ship good for either company?

3. Q3. What if you are the Schick manager? What would you recommend over next five years to catch up with Gillette? What would be your suggestion of marketing program?

본문내용

It is better for Gillette to concentrate on what they were doing good at instead of diversifying their business. Since they were the dominant key player at that time meaning that there were no competitors in the market, it could have been a good strategy to build a strong foundation and brand identity. If they try to do a lot of things in average instead of doing one core business great in the beginning, they have high chance of doing their business unsuccessfully and there were some real-world cases before.
One of the failure examples of diversification is United Airlines. In 1987, Richard Ferris who was a president of United Airlines changed its corporate name from United Airlines to “Allegis”. By changing its name, they wanted to do their business not only for aviation industry but also as a complex travel agency by taking over companies such as Hertz, Westin, Hilton. When operating airline company, they wanted to satisfy customers with travel related services ultimately becoming a huge supermarket when people thinking of travel agencies.

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