gillette (think global act local)

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Gillette Think Global Act Local Hazel Mihriban Karaca Afyon Kocatepe University/Business Management

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GilletteThink Global Act LocalHazel Mihriban KaracaAfyon Kocatepe University/Business Management

DEFININGSWhat is Globalization?

What is Global Marketing?

What is Localization?

A BRIEF OVERVIEW

FROM GLOBAL TO LOCAL

EXAMPLES OF GİLLETTE’S LOCAL STRATEGİES

This Project topic looks at how Gillette innovated by tailoring advertising and inventing a new product development process to reflect local shaving habits.

India Gillette makes the Guard razor,

which accounts for two of every three razor now sold in Indıa. But in 2002; Gillete’s situation was not encouraging.

Procter & Gamble executives say it was striking the first time they witnessed a man shave while sitting barefoot on the floor in a tiny hut in India

India Gillette introduced Mach3

Turbo, a triple-blade shaving system in India. Gillette India has launched customised products specially designed for Indian consumers. It introduced “Vector Plus”, which is a twin blade system with push clean anti-clogging function in the mid-price segment.

When it took on the Indian market again with the Guard, Gillette took into consideration the country's widespread lack of running water

India Gillette started to raise

market share, when took into account of local wants and needs..

Gillette is tapping the large Indian consumer base to establish a strong presence in the country. The market for shaving blades in India is the largest in the world.

CHINA Population Market Size Chinese male

grooming habits Wants and Needs Adaptation

CHINAThe current Guard razor would be adapted to the preferences of the Chinese Market

Similarities to India… Safety Non-clogging Styling Cost conscious

…and also differences Length of beard Grooming capability

CHINAAs a Result of These… Gillette produce new

product have perfect grooming capacity and triple razor for Chinese male..

Gillette began to be more preferred..

It has develepod its positioning in the China market..