Case Study Of Gillette's Launch Of Sensor
Gillette’s Launch of Sensor
The Issue and Situation
Gillette has a few choices to make with respect to the launch of its Sensor shaving device. They are struggling with how powerfully launch another shaving device, which markets to concentrate on, and the amount to be spent on promoting and marketing of this new item.
At the internal level, the reluctance in the choices that lay before them appear to be around dealing with the risks connected with the launch of this new item. As Mockler noted, Gillett is “prudent, avoiding risks, but aggressively pursuing opportunities . The new Gillette Sensor looks like opportunity.
Their choice to continue with Sensor as a cartridge system seems like a correct decision. This assumption is based on the following
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Twenty-two unique licenses were obtained by the end of 1988. To ensure the effectiveness of investment Gillette has made in improvement of the Sensor system, it must influence the separating component of the licenses. By not using the licenses, Gillette can maintain, but not increase the overall market share. They shall use the patents in the building the image, reputation and credibility, by illustrating how much the 22 patents offered Gillette to the advancement they have accomplished with Sensor. This will help to immobilize the asset Gillette has in …show more content…
It has put investments in R&D and plans to invest more in advertising and expanding plant capacity. Gillette should continue working on maintaining its advantage in the North Atlantic market through securing the patent, new product innovation, and building on customers benefits through advertising development and delivery of superior products.
Setting its leadership position in the North Atlantic, Gillette can then focus on other areas of the world. Rather than allowing other competitive brands to imitate its new Sensor, Gillette aggressively obtains market shares in other areas of the world. One area, specifically mentioned in the case is Japan (As said, Shick has a first mover advantage in Japan).
In this case the aggressive marketing campaign will be a crucial point. Instead of going for a consistency approach, Gillette ought to redo the advertising effort to either fortify its initiative position or build up itself as a trend-setter. An advertising effort in Japan advancing first mover status with new innovation could catch increased market
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