Gillette’s “Shave India Movement”: Razor sharp against the stubble (B)
Publication Type
Case
Publication Date
10-2013
Abstract
Case B begins in May 2010 with Sharat Verma wondering how he could extend the “Shave India Movement” from the urban elite down to consumers at the bottom of the affluence pyramid through a new product, the Gillette Guard – set to launch five months later in October. This new product was designed specifically for low-income consumers in India. With the price-point and distribution dilemma already solved vis-à-vis the successes of the Mach3 campaign, he now needs to craft an activation strategy that would extend the Shave India Movement to all rungs of society.
Keyword(s)
Frugal Innovation, Bottom of the Pyramid, Diffusion of Innovation, Innovation, Consumer Adoption, Consumer Adoption Process, Technological Innovation, Segmenting and Positioning, Market Segmentation, Positioning, Opinion Leader, Communication, Advertising, Channels, Distribution, Price-Based Costing, Price Point Alignment, Value Proposition
Discipline
Advertising and Promotion Management | Business Administration, Management, and Operations | International Business | Marketing | Technology and Innovation
Data Source
Field Research
Industry
Fast Moving Consumer Goods
Geographic Coverage
India
Temporal Coverage
2010-2013
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-13-0017B
Additional URL
https://cmp.smu.edu.sg/case/2191
Comments
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