Gillette Fusion Action Plan, Essay Example

Executive Summary

The single most important problem faced by the company is the fact that the makes considerable loss of the market to its competitors. The primary cause of this problem is competitors aping Gillette’s inventions, often within one year of the product’s launch. To address this problem the company should seek to stringently enforce its patent rights on its new product, Gillette Fusion. This will be supplemented by the introduction of a new marketing strategy that will seek to raise awareness for its new product while increasing the products potential market by targeting a specific section of the demographic. This will not only ensure the product’s protection in the competitive market, but also attract and maintain potential clientele.

To solve the above problem the company should make the following changes to its strategy and tactics.

Proposed changes in the strategy:

• Value Proposition: Gillette should use value proposition as the main sales pivot for the Fusion. This can be achieved by highlighting the value for money a client receives by purchasing and using Gillette Fusion.
• Target Market: The Fusion blade is the top of the line in terms of technology, efficiency and satisfaction. As a result, I would recommend that the company adopts a strategy that targets the high-end user. This will include the 20% of men that use electric trimmers as they will pay more to get their shave.

Proposed changes in the tactics:

• Price: I would recommend that the price of Fusion be raised slightly and lower the retail price of its blade cartridges. This will ensure that the price is discriminatory, targeting the high-end consumer while ensuring it is cost-effective to them.
• Promotion: I would recommend that the company promotes the products separately. Fusion’s promotion should be based on the value marketing, where its new and unique features are highlighted.

Action Rationale

The proposed course of action is the best approach to solve the identified problem for the following reasons:

• Pricing: The market would quickly respond to Fusion as a prime product that attracts only the high-end consumer. This will ensure that Fusion attains a unique brand made for the high-end consumer.
• Promotion: Fusion would easily sell purely on its new and innovative features that make it unique. This will draw the consumers’ attention.

Conclusion

The above analysis reflects our strong belief that the proposed action to increase Fusion’s price, promote it based on its features and stringently protect its patent rights is the best strategy to solve the key problem faced by the company and turn Fusion into a billion-dollar brand.

Exhibits

The above analysis is supported by the attached exhibit(s) as follows: Exhibit 5: Gillette Fusion Manual and Fusion Power