Key Marketing Issues Facing Gillette Indonesia.

Key Marketing Issues Facing Gillette Indonesia. Case Study example
Case Study
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Indonesia has a large poor population living in the rural areas and a small wealthy population living in the urban areas. Gillette is an international company and a world leader razor and blades for shaving men. Gillette entered Indonesia in 1971and established a wide market presence.


1). The company sought to satisfy its domestic and export market. As such, the company manufactures high quality razor blades and shaving systems (Quelch & Bartlett 2006, p. 360). Its target market includes adult urban males who include the working class and college students who manifest western grooming habits (Kanter & Dretler 1998, p. 60-68). However, the company faces immense competition from Tatra, Tiger, and SuperNacet companies that manufactures low-end double-edged blades (Harvard Business School 1998, p. 1). Gillette Indonesia operates in developing countries (Ricardo-Campbell 1997, p. 59) and hence records immense growth from the population and prosperity in Indonesia where shaving is relatively new. The company is already planning to implement a sales price increase (Sarah Ellison & Forelle 2005, p. 1). However, Indonesians only shave 4-9 times in a month. Subject to the fact that the incidence of shaving is relatively low in Indonesia, Gillette Indonesia is having problems in meeting its growth targets. Gillette must consider raising the awareness on shaving and personal grooming to improve the frequency of shaving, to support Gillette’s sales increase. Situational Analysis Gillette Indonesia seeks to grow and satisfy its domestic market as well as its export targets in developing nations. ...
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