To achieve less pricing pressure and higher margins Gillette, a market leader in the personal grooming and oral care business, goes after high growth markets by identifying its customers’ habits and preferences, and uses little known facts (such evidence suggesting that 70% of women still shaved with soap and water) to create differentiated products that uniquely meet customers' needs. This understanding of consumers' usage patterns is core to the company’s differentiation strategy. Its trac...

BPIR Categories

1.2.5 Predict customer purchasing behaviour
1.2.3 Identify new innovations that meet customer needs
2.2.2 Select relevant markets

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