Gillette Essay

Words: 1141
Pages: 5
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Caso: El lanzamiento de Gillette Sensor:

Problemática:

Gillette está evaluando un lanzamiento para su último producto que la hará posicionarse de ser una empresa internacional, con una gestión del negocio adaptada a cada uno de los diferentes mercados locales, a convertirse en una empresa global que consiga tener éxito lanzando un producto estandarizado que apuntale su liderazgo y potencie su imagen de marca.

Análisis 4 p´s:

* Producto: La maquinilla Sensor de Gillette se enmarcaba dentro del segmento de maquinillas de cuchillas recambiables, estas maquillas junto con las desechables, formaban la categoría de afeitado “húmedo”. Por otro lado el mercado se completaba con las maquinillas eléctricas como categoría de afeitado …show more content…
* Consumidor: Cuando se produjo la introducción por parte de Gillette de las maquinillas de afeitar, el mercado se dividía entre los clientes tradicionales de barbería y las personas que preferían afeitarse en casa, de igual modo la comodidad hizo que se empezara a extender el afeitado diario. En la actualidad y atraídos por el bajo coste, los usuarios de cuchillas se estaban moviendo cada vez más hacia el segmento de maquinillas desechables, mientras que un 30% de los hombres usaban afeitadoras eléctricas. * Colaboradores: Básicamente los colaboradores son los habituales en el canal de distribución minorista de gran consumo, como superficies comerciales, perfumerías o droguerías. * Competencia: Gillette desde la introducción de los sistemas de afeitado personal ha sido líder indiscutible en el mercado, mientras que la competencia en 1988 estaba representada básicamente por Schick, con un 16,7% de cuota de mercado y Bic con un 9%.

Alternativas:
Por un lado tenemos dos opciones diferentes para la configuración del producto ya que tenemos la posibilidad de lanzarla la maquinilla como desechable o recargable. Del mismo modo la estrategia de lanzamiento de la maquinilla Sensor puede desarrollarse de modo simultáneo o en un corto periodo de tiempo en los mercados principales de Gillette o realizarse
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