Case Study Questions List 

1 of 10
What business is the company in?

Gillette is an American brand of safety razors and other personal care products including
shaving supplies
Personal Care brands – Shaving.
FMCG

Segment Mens’ grooming products – shaving

Target Group Men belonging to lower and middle class

Positioning Provides a clean and comfortable shaving experience

Case Study Questions List 2 of 10

What value does the business provide to the customer?

They provide grooming accessories to men

Case Study Questions List 3 of 10

What are the most important issues facing the business?

Gillette would like to achieve a similar position in the men’s toiletries.

Convincing consumers that the line is actually better and the higher price justified will be more
difficult than with SENSOR.
With the toiletries, Gillette does not have a strong position in the consumers’ minds, nor are the
benefits provided by the products obvious. Furthermore, the men’s toiletries market is extremely
competitive.
. If consumers do not associate the Gillette Series with the innovativeness and success of Sensor, the
new line may just be another brand in an already cluttered market.

Case Study Questions List 4 of 10

What are the apparent problems?

Case Study Questions List 5 of 10

Are the apparent problems the real problems or only symptoms of the real problems?

Case Study Questions List 6 of 10

On first reading what do you think the company should do?

Case Study Questions List 7 of 10

What are the possible problems with your suggested recommendations?
Case Study Questions List 8 of 10
What are the characteristics of the environment that the company operates in?

Case Study Questions List 9 of 10

What are the characteristics of the industry that the company is in?

Case Study Questions List 10 of 10

How does the company compare with other similar companies?

QUESTIONS

1. How is the Gillette Series being positioned with respect to (a) competitors, (b) the target market,
(c) the product class, (d) price and quality? What other positioning possibilities are there?
2. Is Gillette making the best use of the brand equity that has been created with Sensor?
3. What strategies do you propose to Gillette? Address the entire marketing mix.