Advantages and Risks of First Mover †Myassignmenthelp.com

Questions: The Gillette Company has a long history of being 'the first to market...' in its own areas of operation. Its achievements include producing the first successful: safety razor 1901 twin bladed razor 1972 twin bladed disposable razor 1976 pivoting head razor 1979 pivoting head disposable razor 1980 razor designed specifically for women - Sensor 1992 triple blade razor - Mach 3 1998 battery powered razor - M3Power 2004. As well as being first to market, Gillette has also continuously produced products which feature improvements to existing technologies, including 3 bladed disposables and ergonomically superior handle developments, including Sensor, Venus Divine and M3Power. This timeline above also demonstrates how the speed of innovation has accelerated with shorter and shorter gaps between new introductions and superior products. Being 'the first to' can bring advantages known as 'first mover advantages'. These include being able to generate initial consumer interest via both media investment and accompanying press and PR coverage. This then leads to the main retail stores displaying the products in-store and supporting the products with powerful promotional campaigns. For as long as products remain the only one of their kind available, the 'first mover' can establish loyalty and reputation in its brands before potential competitors get going or catch up. A Brand is thus created. There are risks to being the innovator, however. To be successful, the innovation process has to be conducted thoroughly. This usually involves a great deal of research, and in more than one form. As well as being first to market, Gillette has also continuously produced products which feature improvements to existing technologies, including 3 bladed disposables and ergonomically superior handle developments, including Sensor, Venus Divine and M3Power. Researching and developing a new product Properly conducted market research will identify the kinds of new, improved products that consumers would switch to if they become available. That involves asking the right questions of the right people, and also placing a proper interpretation on their answers. In the past, manufacturers produced products and then tried to sell them to consumers. Successful organisations find out what the consumer wants and then produce this product for them. This is done via research. There are two main approaches to market research. Qualitative research. e.g. working with several small focus groups comprising, for example, people who shave, and discussing with them what they look for in a razor/blades/shaving system. This generates a core understanding of HOW consumers use razors and what they think about the experience. Quantitative research. e.g. using a questionnaire with a large, representative sample of people; this data gives a broad view of the information, looking more at the numerical objective data rather than the more subjective data acquired via qualitative research. For example, how many people shave, what do they use to shave, what products do they buy? From consumer research the company moves into technological research and development. This involves converting a good idea into a product design and then discovering whether modern technology is able to reproduce it to the high specifications required and in the quantities needed. Usually a firm will produce prototypes that can be test marketed on a representative sample of potential consumers. In the light of their reaction, the product can then be refined and developed until it is as good as it can be. Within the original research and analysis, there is also another vital question which needs to be asked. "Will this proposed new venture generate profits for the company?" Many businesses have come unstuck by wrongly believing the answer to be "Yes". Usually, such businesses either underestimated the investment levels required for research and development, or the cost of setting up and operating the production process, or both. Generally speaking, any business must be careful in estimating potential sales; some organisations may get into financial difficulties if they are overly optimistic in their planning which may result in them going bankrupt or being acquired by a better managed rival. Ironically, the rival may not be as creative but is better at managing their overall business. A successful product will generally attract competition. Patents can protect products, but it is impossible to prevent other firms coming up with their own interpretation and application of the original good idea e.g. for self-adhesive labels, shavers, or subsonic aircraft. In essence, the fact that competitors bring out products to challenge the original idea, is generally good for that category because the market becomes stimulated and total sales can increase. This is why product improvement through innovation in both concept and design has to be on-going. This is also why Gillette has remained at the forefront of the shaving industry for the last century. Properly conducted market research will identify the kinds of new, improved products that consumers would switch to if they become available. Beating the competition and growing the business In order to guide itself and ensure the entire company is aligned in its objectives, an organisation often develops a vision statement. A vision statement is intended to convey what the organisation 'is all about'. It is important to internal audiences i.e. Gillette's staff, so they all know in which direction to pull. It is also important to external audiences such as the retailers who buy from Gillette and sell the products to consumers. Gillette's vision statement reads: 'To build total brand value by innovating to deliver consumers value and customer leadership faster, better and more completely than our competitors.' The component words really do matter. 'Delivering value' to consumers is not necessarily about being the cheapest, but about earning a reputation for high quality products that represent good value for money. That's true of many industries, and particularly those in which consumers believe there is a direct relationship between price and quality. 'Customer leadership' involves discovering what customers most want and then finding ways to fulfil those wants. It also involves helping customers to obtain maximum value out of their purchases e.g. by providing supporting literature, sound advice and a good after sales service, including product guarantees. 'Faster, better and more completely' represent key targets. As suggested earlier, speed of response to changing market conditions can be vital to success. Aiming to be 'faster' recognises that being 'second to....' can lead to poor sales and low market share. Being 'first to ...' successfully can also generate intense product and brand loyalty from consumers. Leading the way with a firm focus on consumer needs. Aiming to be 'better' recognises that there are no gains from being first with a big breakthrough if the innovative product performs poorly, fails to meet the claims made for it, earns bad professional reviews, disappoints initial purchasers, and is rapidly followed by a clearly superior product from a rival firm. 'More completely' recognises that a razor is just one component of the much broader market of 'personal appearance and wellbeing'. 'Looking good, feeling good' is a many-staged process of personal grooming, of which shaving is just one aspect. It is no accident that Gillette is heavily involved in the market for deodorants and antiperspirants. The company recognised that rising incomes would lead consumers to spend more on a 'total package' that enhances personal appearance, personal hygiene and as such developed a strategy to expand its position within this expanding market. The market for razors is not one uniform market but a market that contains different segments, the needs of which have to be met in carefully targeted, subtly different ways. Gillette recognised that different segments of the market are seeking different product benefits. So, over the years, it has sought to develop several product categories ranging from popular disposable razors to elaborate shaving systems. In the UK an increasing number of men have switched from disposable razors to shaving systems which fuels the market demand for handle and replaceable blades. Gillette's overall emphasis is on providing premium performance via the best value for money shaving experience, whether this is a system razor for the discerning customer seeking the best in shaving technology, or a high quality disposable product for people looking for a good quality shave with the convenience of a disposable. Many businesses look to expand into related areas that offer opportunities for growth and also an element of protection through market diversity. Gillette has four core business areas. Personal grooming - a range of products using the Gillette brand, including razors, razor blades, shaving creams. Brands include Gillette, Gillette Series, Right Guard, Right Guard Extreme, Natrel Portable power - the full range of batteries and torches sold under the Duracell brand name Oral care - dental and oral care products e.g. Oral-B manual toothbrushes and Braun Oral-B electric toothbrushes Electrical appliances - domestic items e.g. dry shavers, hair dryers, hair stylers, under the Braun brand name. Personal diagnostic appliances e.g. electronic ear thermometers, under the ThermoScan brand name. Arrange of Braun household appliances including kettles, coffee makers and food processors. Gillette is the market leader in the majority of these areas, and the company continues to invest in each of these core categories. Clearly, Gillette has grown not only by developing its core business but also by acquiring successful businesses with growth potential in markets related to its core activity. It is important to internal audiences i.e. Gillette's staff, so they all know in which direction to pull. As suggested earlier, speed of response to changing market conditions can be vital to success. Identifying consumers' needs and wants: Gillette Gillette's research shows that in 2002, more than 1.7 billion men over 15 years old remove hair daily, with over 80% using a blade and razor. From this, Gillette has calculated that the world market for blades, razors, shaving creams and gels in 2002 was in excess of 5 billion a year. Gillette's research has also revealed that the primary factors that consumers look for include: Through its market research, Gillette has identified two main segments of the male shaving market - Systems and Disposables. Within the systems segment, we can identify two sub segments: premium shaving systems, such as Sensor Excel, Mach3, Mach3, Turbo and M3Power standard shaving systems, such as Contour and GII. Within the disposables segment, we can now identify a further two sub segments: Premium disposables e.g. Sensor 3 Disposables Standard disposables, e.g. Blue II, Agilite. Consumers' benefits depend upon which segment they buy into. For example, consumers in the premium disposable market may be seeking a convenient set of razors to take on holiday, whereas at the top end of the market those consumers buying premium shaving systems are looking for all-round top-quality shaving experiences. Gillette's advertising focuses on clarifying premium product benefits. This is because more and more consumers prefer to move up-market to premium shaving systems. The standard disposable razor is still extremely popular but there is a clear trend to system razors, such as M3Power and Venus Divine. Nevertheless, Gillette has still improved its market share in this segment because of the quality, value for money, and reliability of its disposable products. Gillette's philosophy is very clear in whatever the consumer chooses to shave with, whether a systems product or disposable, Gillette wishes to give that consumer the opportunity to shave with the best product possible. Gillette's Blue II and GII products remain key and the company is convinced that consumer satisfaction with its products leads them to continue to buy its products when they are ready to trade up to more sophisticated market segments. It is therefore an entry-level product in the same way for example a smaller BMW 1 Series represents the first rung on the BMW ladder. Conclusion Gillette has a long, distinguished history. It remains innovative. Its scientists, technicians and product engineers are continually trying out new features and production techniques with a view to improving product performance e.g. how to: get the closest and most comfortable shave make longer-lasting batteries, which meet the changing needs of the consumer produce increasingly effective and best in class electric and manual toothbrushes design the ultimate user-friendly ear thermometer, or the most technically advanced shaver. Its scientists, technicians and product engineers are continually trying out new features and production techniques with a view to improving product performance. Questions 1. Evaluate their first to get it right policy in terms of Gillettes continuing progress and prosperity. 2. How important and applicable do you feel segmentation was for Gillette? 3. Evaluate the usefulness of Gillettes marketing communications campaign. 4. Brand loyalty is very important for Gillette. How can the company maintain brand loyalty in the face of intense competition? Answers: Introduction: Gillette is a PG product. PG companies are forces in the world. PG market their product in 180 countries and the GDP is greater than its market capitalization. Their purpose is to provide a branded product and services of a best quality and their value is to satisfy their customer for now and for coming generation. The Gillette company is one of the most popular and upcoming brand used mainly by men. Gillette companies sell personal care of products used by men. Through sustained profitable growth the company committed to build shareholders value. This company is mainly known for the category of mens grooming products. The company has a long history of being the first to market in its own area of operation. The product used by Gillette are the different variety of razors( safety razor, twin bladed razor, twin bladed disposable razor, pivoting head razor, triple blade razor, battery powered razor, women razor etc) they also produce a shaving gel and foam, skin care product( face wash, fairness cream etc) (Gillette, 2007). The company focus on the shaving equipment, the still believed half profit is coming from their saving products. Gillette maintains 64 manufacturing facilities in 27 countries and they believed that their products are sold more than 200 countries and the more than sales are occur from US. The vision of Gillette companies is to build a brand value by innovating and mission is to sustained profitable growth by building the shareholder value. The biggest strength of Gillette company are they have a strong brand image, they bring more innovation and variety of products, the product range are profitable. The price range of Gillette is low to high so the customers can afford it easily (Fossum et al., 2008). In Indian market the product of Gillette entered in 1984 with the newest triple blade system with its key features which is long lasting, ergonomic handles, smoothness, the price range are premium than the other competitors products (Rezaeinia, Keramati and Albadvi, 2012). Gillette create a market campaigns focusing on changing the consumer attitude, for supporting their campaigns they introduce some of bollywood celebrities to endorse their brands. In india Gillette come up with the strategy of selling their product at cheaper price because they want to see that how much Indian customers can afford it because many customers are their who could not afford the Gillette premium price razors. They mainly focused on understanding their customers and keep on challenging them how much grooming is required in their lives (Sokolik et al., 2001). Gillette understand the mind of their customers and launched a new customized product which is a Gillette guards, they created this product first time in Indian market with the low pricing strategy and they care for their customers safety and ease to use (Mitchell, 2002) Gillette want their customers to feedback and how they feel when they touch their product (Rezaeinia, Keramati and Albadvi, 2012).. 1. According to him (Tankard, 2009), to get the first to get it right policy in terms of Gillettes continuing progress and prosperity are they own its area of operation (Rezaeinia, Keramati and Albadvi, 2012). Gillette first to the market they continuously produced products which feature improvement is to existing their technologies, including the range of product (Yanai, 2010). They demonstrate the speed of innovation in shorter gaps between introducing a new and superior products. The first to can bring the first mover advantages which includes how they generate their customers interest via media investments, press and PR coverage. This will leads the retailer to keep the Gillette products in their stores and sell them with the powerful promotional campaigns (Brannon, 2007). The brand is created as long as the remaining products and the first mover can establish the brand loyalty and reputation before their potential competitors to get going and catch up. They bring risks to the i nnovators and for the success of innovators process should be thoroughly conducted, it involved a great deal of research more than one form. As well as being first to the market Gillette continuously produced a product. They bring improvement to the existing technologies (Rezaeinia, Keramati and Albadvi, 2012). Gillette is one of the biggest leaders in shaving innovation and technology to their customers. Gillette did partnership with many sportsmen and athletes. In the ads of Gillettes safety razors they use a print ad with the image of basketball. In 2004, Gillette sports to marketing their product which is endorse by the football celebs David beck ham. For being First to get it right policy, they probably conducted a market research which will identify the kind of new products, product improvement that consumer will switched off if they become available, which involves asking the write question from the right people with the proper interpretation. For the successful organization we should find out what the consumer wants and then produce that product for them. For consumer research the company should come up with the new technology and development, which involve creating a new ideas and product design and discovering with the modern technology are able to reproduce it to the high specification required for the quantities needed. Usually what the firm do they test the prototypes which can be test marketed on a representation sample of potential consumers, with that reaction the product can be refined and developed until as good as it can be. They say that about being cheapest it is not necessary to deliver the value to customers but also earn the reputation for high quality of product that represent with the good value for money (Rezaeinia, Keramati and Albadvi, 2012).. Here customer leadership describe what customers want from the company and then they find the way to fulfill it. It also involved helping the customers to obtain the maximum value out of their purchases. The key target is faster, better and more completely. Aiming to the faster will generate poor sales with the low market shares, being first to also generate how you are loyal to your customers and how you fulfill the needs for your customers (Rezaeinia, Keramati and Albadvi, 2012).. Marketing mix refers to the four major Ps used in marketing which refers to product, place, price, promotion. It is the bases of marketing without this we cant launch our brand in the market (Jager, 2007). We can also say the first to get it right policy related to the 4Ps of marketing like: Products- Product is very important for company to survive in the market. A product is repositioned to make it more acceptable. Suppose take a Gillette sensitive shave gel, they focus on new segmented area. The additional features of this particular product is soothing effect to satisfy the customers. Shaving gel should be mild fragrance, should be antiseptic. To launch the variety of products to satisfied their customers wants (Kim, Lee and Chon, 2010).. Pricing- Price created sales revenue and other costs. Price is really important to determine the value of sales made. Shaving gel, were highly competitive and focus on cheap local imitation which keep on challenging to Gillette. They focus on low pricing strategy so people can afford it easily (Kim, Lee and Chon, 2010). Place- Place is widely differed from product to product. A place concerned various method of storing goods. They diversify the selling channel by saying that single customers are not good for the business. In this the target market is to focus on young and educated people. Gillette should come up with the online buying strategy so people can shop it from home easily (Kim, Lee and Chon, 2010). Promotion- Promotion is the process of communicating with customer. It provides information for making the decision and purchase the product and services (Rezaeinia, Keramati and Albadvi, 2012). To promote this sensitive shave gel they should come up with the video which says the benefits and requirement of the products. For promoting the product they should come up with the free sample testing in salons so the customers can know the benefits of it. There is no doubt about the Gillette product advertising, they know very well how to brand the product because they are doing for a long time (Boyer and Frohlich, 2006). Gillette thought not to recruit the new buyers, instead of recruiting new buyers they set their market focus and search for the current buyers who buy or use their product more. They branding their product for informing their customers that its better idea to throw their old blades faster and buy the new one. The Gillette marketing strategy is to brand a product by showin g handsome men engaging the ritual of shave this is the powerful way to build their association. Gillette used a subscription policy they deliver the product you selected on a schedule you set. Gillette sometime offered a discount on free shipping available in the subscription. The subscription order may vary. The payment method in subscription order is visa, master card, discount cards etc (Boyer and Frohlich, 2006).. 2. Segmentation means which diving a target market into a subset of consumer or countries. Segmentation is very important part of marketing, for launching a product we should select a target market and divide them into the particular area which will define your product well (Weinstein, 2000). Gillette recognized different segments of market with different product benefits. Over the years they develop a several products categories ranging from popular disposable razors to shaving systems. In UK they mainly used disposable razors which fuel the market demand and replaceable blades. Gillette uses a premium performance which leads to money shaving experience (Rezaeinia, Keramati and Albadvi, 2012). Gillette focuses on four core business areas (Frederick, 1999): This are the main area which Gillette market leaders focused and the company invest in this (Rezaeinia, Keramati and Albadvi, 2012). Gillette not only developing the core business but also arise it business with potential market which is related to their core activity. Gillette also need to identify what consumers, need, wants, and demand from the company they also introduce the two main segment that is system and disposables segments. The system segment divided into two major part that is, premium shaving system and standard shaving system, similarly the disposables segment also divided into two major part that is, premium disposables and standard disposables. This segments are depends upon the consumer benefits (Kim, Lee and Chon, 2010). The important and applicable segmentation for Gillette are, in marketing terms buyers are differ in their tastes, desires , needs etc which is based on motivation, especially in competitive environments the entrepreneur must understand the demand d iversity, because the reaction would be differ the goods and services they offered. It is very difficult to satisfy each customer because every individual customer has different requirements and it is impossible to satisfy each of them (Ray Chaudhuri, 2014). Market segment is very important, production and sale of goods are the basic primarily targets of market segments. Purpose of segment is to target the particular market, design them well n manufacture it. Gillette segment size is rapidly increasing in India and America. The segment is made to attract customers because Gillette mach 3 has no longer strong and popular customers. Because of the income factors some segments are purchased. Gillette uses the strategy to convert the mach3 product into Venus to attract the women users (Rezaeinia, Keramati and Albadvi, 2012). So Gillette designed the separate segments. There are four general types of segmentations that is, 1.geographic segmentation means country, area, the boundaries which impact the 4 Ps of marketing like for Gillette they launched their product according to Indian test and preference, 2.demographic segmentation means genders, age, etc Gillette launched razor for both men and women as per customer requirement, 3.Psychographi c segmentations, product according to the lifestyle as well as values for Gillette they launched a product which is according to the customers tests and preference like disposable razor.4. Behavioral segmentation, Gillette launched their product according to the customers needs, wants, and demand for that particular product and they try to fulfill all their needs. The main objectives of segmentation is to reduce the risks of whom, were the bend will be marketed (Kim, Lee and Chon, 2010). In segmentation there is one more thing that is customer segmentation there are different reasons to segment the business market. For ideal market segments there are many criteria like segment should be measured in possible ways, to earn profit the segment should be large, through marketing activities you need to reach potential buyers. Customer segmentation means dividing the customers according to their purchase level (Bayer, 2010). According to (Rezaeinia, Keramati and Albadvi, 2012), they are of different types like: 1. Ready to buy customers means idea of something they need. Means they try to understand what they demonstrate the customer needs. For example Gillett always take care about their customers and they launched the product according to their customer requirement.2. To being a potential customers they have to enter the store or visit the stores regularly, This type of customer need not hurry to buy the products, be relax and buy the product (Boyer and Frohlich, 2006).. For example they see the product by taking time Gillette shaving gel they take the testers and then they buy the product (Rezaeinia, Keramati and Albadvi, 2012).3. Repeat customer is the most loyal customers who regularly visit the company and purchase the products. For example Gillett razor, the razors are so good and after using that razor you get smooth skin so if the customers like that product they keep on buying the product and being loyal to that brand (Boyer and Frohlich, 2006).4. Sales and discount customers are those who visit the stores when they find some discounts and best deal. For example Gillett product are on sale and giving discount on particular product like buy one you get another one free so Gillett customers will love this offer and come to buy it .5. Customers who take their purchase decisions on a great sales presentation not in position anything particular is called impulsive buying decision (Boyer and Frohlich, 2006).. 3. The technique or tools which a company uses to introduce the new message which helps to promote them into the target markets is known as marketing communication. In marketing communication it requires to maintain some of the things which are Attention, Interest, Desire, Action which is also known as AIDA model (Rathod, 2011) . Marketing communication is such a thing which is the most important parts of all the business and non-business organization (Tomse and Snoj, 2014). To improve their marketing communication Gillette can use some of the tools which help them to improve their product market which are advertisements, personal selling, publicity campaign, brochures, websites, and etc. By improving the marketing communication Gillette can create the awareness of their brand by advertising and by introducing the new promotion strategies which can mainly tell about the important and main messages in which direction the company is trying to indicate (Miles, 2013) . They also can ret ain the creativity of the things which the company is introducing. It can be done by using the main key phrases, headlines, taglines repeatedly which can shows the whole thing which the company are trying to show or deliver by every messages (Ramaseshan and Stein, 2014). Gillette can reduce their costs to some extent by using the same taglines, messages, images which can fulfill their requirements and needs with low cost. Now days the use of the internet technology is also increasing in a rapid pace as most of the every person are using the internet technology in their daily life to accomplish their daily work (Tomse and Snoj, 2014). So internet is also the one of the best way to advertise about the product and also about the pros and cons of the product. So Gillette also can use the internet media to do the publicity of their product which can do advertisement of their brand because the internet media acts as the mass media of the whole world where we can get the information of the whole world (Maheshwari, Lodorfos and Jacobsen, 2014) . Figure: Campaign Model (Rezaeinia, Keramati and Albadvi, 2012) According to Batchelder and Matusitz (2014), this model describes as Current brand evaluation In brand evaluation it comes about the share market, portfolio of the brand, lifecycle, brand history which helps Gillette to evaluate the brand in such a way that it describes about the share market of the product, portfolio of the brand and also describes the history of the brand which helps the customer to know better and to do the better analysis about the Gillette which can easily attracts the customers towards their brand. Analysis Analysis of the brand includes the assessment of the market value of the product and also do the evaluation on the basis of the factors which includes environmental, physical, etc and also describes the dynamics of the customers what they tells in the survey of the feedback report and in this analysis it also consider the contextual meaning of the brand which can be taken in consideration (Batchelder and Matusitz, 2014). Marketing communication objectives In short marketing communication is the transmission of the messages between the seller and the buyer. In this process the seller discuss about the objectives of their brand, marketing strategy, objectives of the communication mix. By this Gillette can do the analysis of the strategy of their marketing process (Batchelder and Matusitz, 2014). Planning Planning is also the one of the important part of the campaign. In this part it discuss about all the strategy of the product which includes the target of the market of the product where the seller needs to do some improvements of the strategy of the market, also notice the measure of the profit and positioning of the product and also the strategy of setting the budget. Application In Application there are the two parts (Rezaeinia, Keramati and Albadvi, 2012). One is message which delivers the important message of the products to the customer so that the customers can easily understand what the product wants to tell and another is Media which is used to deliver the message about the product and also used as the communication media between the customer and the seller. Implementation Implementation helps to tell about the success of the creativity of the product, media usage for the product, and also how to implement the product to the market. In implementation it requires to find that in which of the place where they are required to do introduce the new innovative idea about the product which can give the best result on the basis of the product. Implementation should be on the basis of the customers feedback which they mentioned on their survey report and also on the basis of the entire positive and the negative point which they mentioned on the report so that they can get idea about how to improve their business plan and also in what direction (Batchelder and Matusitz, 2014). Goal evaluation In goal evaluation it describes and decides about the goals of the market where they need to target in the market. In this they take the ethical issues into consideration, measure the loyalty of the customer and also make the budget of the resources where and how to utilize. In goal evaluation they also can get the detailed idea about what they had already achieved and what they also needs to be achieved in future and also what are the necessary steps they are required to take to attain this goal (Batchelder and Matusitz, 2014). Next stage in brand development This is the last stage of the campaign model where they can analyze the next stage which are required to take in the development of the brand so that it can get popular among the customer and also they can rely on the brand in that a way so they have no doubt about the product. This stage also gives the idea about the stages of the development which is going to be carried out in the next stage and also gives the idea how about the development can be carried out (Batchelder and Matusitz, 2014). 4. According to (Khoury, 2014) Brand Loyalty is the term which reflects the consumer behavior in what rate the consumer are loyal or dedicated or committed towards one of the specific brand. It also drawn that to what extent the customer is faithful towards a particular brand which is particularized by the repeat purchases of the every customer and also by how frequently they are doing purchasing. In one word brand loyalty is the relation which is built between the brand of the company and the consumer (Keller, 2014). To build the consumer loyal to the specific brand first they have to examine that to what extent the needs of the consumers are fulfilling by this specific brand and also to what extent they are comfortable and happy by this brand (Severi and Ling, 2013). In case of Gillette, to maintain their brand loyalty they take some measure by which they retain the much numbers of customers faithful to their brand. Some of them are: 1. Giving reward towards the loyalty At the time of intense competition Gillette starts to offer rewards to the customer who are consistently buying the things from their brand maximum times. Gillette to attract the customer toward their brand tries very hard to impress the frequent buyer by giving some special offers and some of special treatments. For instance, they start some of the special offers program for some days which can attracts the frequent customers, they also can distribute leaflets of that special offers among the peoples and also can built the banners attractive with the offers so that the people can give a look and get attracted (Rezaeinia, Keramati and Albadvi, 2012). And incase to retain the old customer loyal Gillette can starts some special discounts, coupons and some of payback points reward specially to the old customers.2. Better customer service Customer service is also the other methods to retain the customers. Gillette to give the better service to the c ustomer can starts the feedback methods for the every customer through which they can tell all the pros and cons of the brand easily and also can give the solution on the basis of their personal experience that what are the required changes Gillette needs to do to improve the customers requirements and then surveying the solution and the problems which are stated by the customers. To improve this customer service they need to consider both the good and the bad comments and on the basis of these comments they can do the adaption of their business plans. They also can starts the special rating program on the products which are available and also on the products which are not available but needs to be there and also on the quality of the products. So that they can fulfill the customer needs to some extent.3. Communication Communication is the basis of all the true relations. If it is needed to build the professional relation of buyers and the seller they also have to build a nice rela tion to get their products sold. So in case of Gillette also they needs to built this relation with the customers by updating all the business happenings occurs in the company and also if they are placing some of the new offers, introducing any new products to the market. They can contact to the customers and tell about the products, offers etc so that can get updated with all the knowledge about the companys changes. By this they can also feels that they are also the part of the company and also can get the information which is happening in the company.4. Quality product As per knowledge quality is the one of the most important things on which every company must have a look and also have to maintain it. In case of Gillette, they always have to maintain the quality so that the numbers of customers who use it always get happy. They also maintain the quality always. If the company is facing any problem then also they should not do any compromise with the quality of the product which only reduces the companys profit rather than increasing the sale or profit.5. Advertisement There is another step which Gillette should follow to improve the sale of the product, to attract the more customers towards their company by doing the attractive advertisements through the social media such as TV, face book, posters, banners and they can use some of the brand ambassadors to do their advertisement who have demands on public. For instance in case of Samsung they are using Aamir khan as their brand ambassadors because he have the popularity demand. By using this brand ambassador technique they can launch their brand and also can give a popular look to their brand which can improve the demand of the products (Rezaeinia, Keramati and Albadvi, 2012).6. Concerning of appreciation To retain the customer Gillette can show some concern towards the customer that to say simple thank you, welcome for the business which they have done. They can also wish the persistent clients simple ha ppy birthday, happy New Year, etc by sending emails to them and it will be good to avoid doing calls as some of the customers may feel annoying. As I know it might sound some silly but at the end all of us only remember only the experience because there is a saying first impression is the last impression.7. Gillette also needs to keep an eye to the improvements of the competitive brands so that they have the knowledge that what are their present status and also keep some information that what are they going to introduce in future. By also doing this they also become up-to date which helps them to persist the customers (Rezaeinia, Keramati and Albadvi, 2012).8. Gillette also needs to give the specific reasons to the customers for which reasons they choose the Gillette brand by ignoring other brands which can be by introducing new products, new features to the existing products. Etc.9. Every brand has at least that one product which becomes the brand of the company. In case of Gillett e, the brand product is their Razor by which their brand is most popular among the customer. So Gillette needs to more concern on razor and also needs to look how to improve that product and also how the new innovative features can be introduced to that. Conclusion By concluding this it overall describes that Gillette needs to do some improvement in their business plan so that they can retain the overall numbers of the customers and also maintain the quality of the product so that it can also attract the frequent customers to their product which can increase their value in a rapid manner. By improving this brand loyalty, Gillette can improve the customer loyalty and also the business market which helps them to build their place in the business world. They can introduce the customers feedback system and also have to review on the comments which they have mentioned in that report and also have to consider all the recommendation which are mentioned and on the basis of these recommendation they can take the suitable steps to improve their business plan and also have to find the suitable way to improve the needs of the customer so that they can happy and in future also they can rely on that brand. They also have to give the importance to the marketi ng communication system that how they are reaching to their target customer and also have to notice that up to what extent their advertisement and publicity are influencing the customers. So generally the marketing communication plays a vital role to any of the brands and most probably the publicity of the brand depends upon the extent of the marketing communication. In case of Gillette market segmentation also plays the important role so they needs to improve the segmentation of the market so that they can broadly categorize the target market in to consumers who are going to use the brand or the product, they also can target to the businesses of the product so that they can understand what and how to carry out the business to the success and in segmentation they can target to the countries or place in which they are doing the business and also have to notice about the favorable culture of the place where they are targeting to do the business so that they can do the success and can gain the profit which they are targeting. 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