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

• 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
• Institution: Singapore Management University

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.