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

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

Case B begins in May 2010 with Sharat Verma wondering how he could extend the “Shave India Movement” from the urban elite down to consumers at the bottom of the affluence pyramid through a new product, the Gillette Guard – set to launch five months later in October. This new product was designed spe...

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Bibliographic Details
Main Authors: REDDY, Srinivas K., DULA, Christopher, WONG, Adina
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/63
https://cmp.smu.edu.sg/case/2191
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Institution: Singapore Management University
Language: English
Description
Summary:Case B begins in May 2010 with Sharat Verma wondering how he could extend the “Shave India Movement” from the urban elite down to consumers at the bottom of the affluence pyramid through a new product, the Gillette Guard – set to launch five months later in October. This new product was designed specifically for low-income consumers in India. With the price-point and distribution dilemma already solved vis-à-vis the successes of the Mach3 campaign, he now needs to craft an activation strategy that would extend the Shave India Movement to all rungs of society.

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