Gillette’s “Shave India Movement”: Razor sharp against the stubble (A)

• Main Authors: REDDY, Srinivas K., DULA, Christopher
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: 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; Advertising and Promotion Management; Business Administration, Management, and Operations; International Business; Marketing; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/62; https://cmp.smu.edu.sg/case/2191
• Institution: Singapore Management University

Case A begins in April 2010, where Sharat Verma, the Brand Manager for Gillette India, reflects on the solutions that were developed to overcome stagnant growth in their men’s grooming segment – specifically Mach3 razors. The product was unsuitably priced to the market and suffered from poor availab...