Title

Gillette’s “Shave India Movement”: Razor Sharp against the Stubble (B)

Publication Type

Case

Year Completed

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

Comments

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